We know that the way digital consumers and businesses interact with brands has changed, and we know that we've got to change with it. We wouldn't be much of an "Evolving" agency if we didn't.
We've built a new digital model with 3 core building blocks: Reach, Optimisation and Interaction. We've put analytics at the heart, so that Return On Investment (ROI) runs through every channel, message, project and campaign. It's proving to be pretty successful too. We've increased ROI for all our key accounts, and changed the way our customer's customers look at our brands. Here's how:
More Reach
Reach is about getting messages in front of people. We get found when people are looking for us, and interrupt them when they're looking for something else. We grow databases and then integrate messaging across as many channels as we can, using powerful technology to streamline the workflow, and connect each channel to the others so that people can move quickly from one to another.
Metrics: impressions, opens, downloads, views, visits, fans, followers, subscribers, readers.
Better Optimised
Optimisation starts with best practice. Then we deploy testing programs to make best practice better, because we understand that every market and every audience behaves differently. Refining layout, language, colour, imagery and call-to-action is an ongoing, evolutionary process that means that our user journeys are clearer, our landing pages more engaging and our channel mix cost effective. Overlaid to this is a personalisation tier, so that reach messages are relevant, timely and engaging. All in, we get more, for less, and the speed to market gets faster in the process too.
Metrics: conversion, average order value, click through, cost per acquisition, cost per click, revenue
Real Interaction
Interaction thrives on two things: relevance and convenience. We tailor communications so that brands remain relevant, and enable 1-1 conversations with their audience. Then we reward people that engage with our brands as well, and tell stories that inspire and are worth sharing. Lastly, we make interaction easy by integrating technology so that people can engage with the click of a button, swipe of a finger or tap of a screen.
Metrics: retweets, reviews, direct messages, mentions, wall-posts, ratings, conversations, checkins, tips, tags, sentiment, sharing, entries, replies, usage, participation, dwell time, plays, prints, app use.