Digital Transformation Starts with Digital Strategy

The answer is quite simple: As a Digital Agency, everything we do revolves around data. We start with crafting a strategy based on business data and market research. The strategy leads to the goals that must be delivered by digital marketing leading prospects to a website that converts them into engaged customers.

Web Development

Our focus in web development is to design a content structure and functionality that will engage visitors and lead them to interact with your business. Their interaction can have various forms, such as newsletter subscriptions, product purchases, product or service enquiries, contact form submissions, and more.

The information displayed on webpages and captured by a website must be in a format that is usable by all areas of the business.

We can use an ecommerce website as an example, which is a website that is selling products:

For greatest efficiency, you will want the inventory of the products to be managed in a central database. This could be the website database itself, but it could also be an existing ERP (Enterprise Resource Planning software), or it could be your financial software. The inventory management, invoicing, pricing, and more, is related information to the products. The relationships between this data should be automatically created by actions taken and presented in a way to ensure the integrity of the data and be efficient in its management

This means when a customer is shopping on your website, they will see products that are available in inventory at their current price. When they purchase a product, the inventory is reduced and their account is charged and added to their profile with your business. If they purchased the last product in stock, the product is automatically removed from the website as available for purchase.

The product inventory may be managed in a separate application within the business, such as an ERP. The website will synchronize the sale of that product with the ERP data automatically, so that all applications show the same information, in real time.

Our approach to Website Architectural Design takes all of this into consideration.

When your customers buy your products online, you will want to know if they are existing customers or new customers. If they are existing customers, all of their transactions should be related so that you can see the full history of each customer. This is important in the backend design of your website so that this full history includes online purchases as well as offline purchases. You want a holistic view of your customers’ behaviours so that you understand them well and can design new ways in which to engage them.

Digital Marketing

Digital marketing encompasses a wide range of channels, including content marketing, search engine optimization, email marketing, social media marketing, and online advertising. A digital marketing strategy defines the goals for marketing efforts which are measurable.

In order to understand the return on investment for digital marketing we help you define the value of leads generated. This calculation is done based on various data that should be available by the business, such as how leads have been generated in the past, how many have become customers, how much these customers spend, if the customers are repetitive customers, etc. This dollar value per lead allows you to evaluate a reasonable budget to invest for marketing, and what should be expected as results to make the return on investment reasonable.

In order to capture the path of a customer from a lead to a customer, the website and any other related applications must enable the tracking of this customer through the sales cycle and invoicing. This data capture should be as automated as possible so that reporting and analysis of marketing performance can be ongoing for continued improvement.

The measurement of digital marketing success, and insights on how to improve campaigns, is completely dependent on the ability to capture relevant data.

How to Get Started

The review of your business processes and current software ecosystem is referred to as a “Technical Discovery”. If you are interested in finding out where your business has opportunities to reduce operational costs or increase efficiencies, find out more about starting your Technical Discovery.

Start focusing on your business strategies rather than spending your time in your business.