Developing a strategy is more than a concise plan. It also involves hidden insights that help to identify and convey the brand's key message to the audience. Furthermore, the strategy development includes selection of the suitable promotion channels, creation of an activation plan and development of the content. The client receives a comprehensive brand description with a visual range and features that distinguish the product from competitors. This allows building a full-fledged marketing strategy with a sales management methodology.
The process of naming development includes the use of several approaches (associative, evocative, abbreviated, neologisms etc.) which allows to offer complex solutions that will be memorable and correctly positioned for a brand, company, and product. The development of naming involves carrying out comprehensive market analytics with the subsequent creation of unique options. Focus group testing provides an opportunity to identify associations and brand message. The final process implies name check in the trademark database and, if necessary, registration with Rospatent.
The design and corporate identity of the brand is one of the components of the core of the company. Identity is developed systematically, together with designers and marketing specialists. Strategic client sessions help to set direction and shape the correct vision. The design and corporate identity correspond to the following characteristics: efficiency, fulfillment of client’s needs, and communication with the audience. Identity conveys the character and core valuesof the company from A to Z via the visual language. This allows to build long-term relationships with the target audience making the product recognizable and eye-catching.
The communication strategy guarantees informational support of the brand making it recognizable. If the strategy is being developed correctly, the recognition of the company increases significantly while potential negative effect is being prevented. Furthermore, the key message of the brand is conveyed to its target audience. The communication strategy process is as follow:
Analysis of the company's overview in the context of the informational space and competitors.
Selection of functioning promotion tools and tone of voice.
Selection of communication channels.
Formation of a plan of marketing activities.
A ready-made communication strategy is presented in the form of a document with a clear description of the brand and goals, and the best option for communicating with the chosen audience. Following the obtained set of rules, the business would be able to form and maintain its corporate identity.
The main task fulfilled by the audit is to optimize the marketing plan in such a way as to increase sales. The value of the presented tool is in obtaining reliable information about the effectiveness and quality of tasks implementation, and in understanding the points of growth and development of the project within the set goals. The audit provides an opportunity to get fresh ideas for improving the marketing result. A comprehensive audit involves evaluating the website as a whole, Google Ads account, social networks, and web-analytics. For each project a detailed report is being drawn up with the following components:
Detailed assessment of the project.
List of weaknesses with proposed solutions to the issues.
Plan of tasks to improve the effectiveness of the marketing campaign.
Recommendations for improving brand promotion within the informational field.
A full audit is an absolute must. The resulting metrics are used to form a comprehensive internet marketing strategy.
Internet marketing strategy is built individually for each project depending on the chosen niche. The choice of internet marketing channels is carried out focusing on analytics and comprehensive research of the brand and business segment. The strategy covers 6 key blocks:
Market and competitors.
Channels and tools.
Resources and budget.
KPIs and profit.
Channels and tools are selected based on the built sales funnel. This allows not only to find, but also to retain the client, to make the client purchase/use the proposed product/service. Advertising sources are already being selected at the stage of analytics and audience consideration.
To assess the effectiveness of our own activities, we have developed our own KPIs apart from the classical metrics. When creating a comprehensive internet marketing strategy, we focus on the following metrics:
LTV - the profit that you get from interaction with each specific user. Based on this indicator, we evaluate and improve the strategy for attracting and retaining customers.
ROI - an indicator of the return on investment in marketing. When determining it, we also evaluate the funds invested in an advertising campaign.
CPO is a metric by which we can accurately estimate the number of confirmed orders received from an advertising campaign.
CTR is a metric that helps you understand which ad platforms have brought the best response.
CPC is a metric that helps us evaluate the effectiveness of both targeted and contextual advertisings launched.
CPL is an indicator that allows you to calculate how many leads were brought by expenses for an advertising campaign.
The development of any promotion technology involves the use of channels that are guaranteed to bring results. During the process of creating and adapting the promotion strategy, we focus on analytics and user experience research. This allows to structure the information and clearly prescribe the unique selling proposition in order to lead the client to the completion of the order. The development of an advertising campaign is based on the definition of a unique campaign idea. Similar decisions are taken into account in SEO-promotion, and in cooperation with marketplaces.
Hypotheses are built by analyzing user behavior on the main resources. To build usability hypotheses, we use a click map, an order funnel, a scroll map, and a site map. Such solutions make it possible to comprehensively improve core resources. A logical and understandable structure equals to the audience loyalty and a guarantee of a placed order. The presented approach is a simple way to determine the points of growth of both a specific resource and strategies for interacting with the audience.
The most important competence of the Osminozhka team is management.
Controlling the execution of tasks and interaction with the client are the key tasks in the project execution process. We are always on the same page with the customer, which helps to conveniently control the execution of all processes and hear the client. Each project is supervised by an account and project managers which allows to build effective and efficient communication between the customer and designers, marketing and developing specialists.