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Brand experience is the sum of all the sensations, thoughts, feelings, and reactions that individuals have in response to a brand. Brand experience is not specific to a channel or media type. Rather, it’s the result — or the lasting impression — that remains after someone encounters or engages with a brand in any environment.
Brand experience is important because positive experiences facilitate deeper connections, inspire audiences, and ultimately deliver results. A positive brand experience can often mean the difference between being chosen over another brand or losing the sale. Because of this, it’s easy to see why companies go out of their way to craft impressive and attention-grabbing brand experiences.
Content creation is the foundation of all modern digital marketing efforts. It’s defined as the process of conducting research, generating strategic ideas, crafting those ideas into high-value collateral and then promoting those pieces to a target audience. Digital content takes many forms, including web pages, blogs, infographics, videos and social media posts.
The main objective of content creation is to attract new and returning customers. Inbound marketing strategies give away high-value digital media for free. This content establishes your brand’s thought leadership while providing readers with the information they need to make a purchasing decision.
Whether at a desk, on a bus or in a bank line, people like to access the internet for a variety of reasons; whether to shop, book flights, check in with friends, or just search for information. These various online functions all have one thing in common: the quality of an individual's online experience makes a huge impact.
When it comes to developing and executing modern digital marketing strategies, UX is often overlooked. In fact, only 55% of brands are currently in the process of user experience testing—which is incredible when you consider that 74% of people will return to a website if its UX is optimized for mobile.
Marketing technology, or martech, is the area of customer relationship management (CRM) that focuses on the digital tools that help organizations manage marketing operations, processes and activities. Martech can help achieve multiple objectives, including finding and nurturing customers, personalizing customer interactions and measuring campaign effectiveness.
Typical tools in a martech software “stack” may include programmatic ad platforms, marketing automation software, content management systems (CMSs), web analytics and digital customer experience platforms.
The strategic marketing planning process involves creating a marketing strategy that outlines what your objectives are, what programs you'll use to achieve those objectives, who is responsible for those metrics, and by when you'll be achieving those goals.
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