From the opening rate of a newsletter, to the ratio of advertising costs to turnover for individual online ads, to the time on site for users visiting our client’s website – there is a wide-ranging number of marketing-critical data that should ideally be reviewed in a cross-channel context.
The intelligent evaluation of user behaviour, customer and transaction data enables us to draft client-specific contact strategies and implement successful marketing measures.
ON SITE – STAYING VIGILANT AT ALL TIMES
Have we really exhausted all opportunities to make the customer journey as pleasant as it could possibly be? A relaunch isn’t always the answer to the question of how to improve the performance of an online shop. Often the detailed evaluation of user statistics provides ideas for optimisation – be that in the comparison of mobile and desktop usage, reviewing new additions to the product range or the evaluation of link activities. With bruno banani, we were able to achieve significantly better results by optimising details of the shop’s user interface.
CHANNEL TRANSPARENCY – THE FUNDAMENTALS OF SUCCESS
Is Google Tag Manager configured to provide the best possible tracking? Are the Amazon shops optimally set up and up to date? Does our newsletter software give a detailed insight into the conversion result? How do our Google ads work? How well is our SEO-screening currently performing?
Where other businesses distribute core data concerning their marketing activities across various data silos, bruno banani uses a marketing cockpit, which announces successes or the need for optimisation in real time. This enables them to network measures in the shortest possible way, activate A/B tests for planned campaigns in real time or achieve target KPIs in tandem with ongoing optimisations.
With the marketing goals firmly in mind, continuous monitoring allows for ongoing improvements. The associated reporting enables the strategic evaluation over the short and long haul. This ensures optimal transparency along the entire customer journey.
DISCOVER AND DEVELOP THE POTENTIAL FOR SUCCESS ACROSS DIFFERENT MEDIA
The transposition of classic communication methods into the online world time and again offers the opportunity to increase efficiency using cross-media communication, advertising and sales strategies. This is why Medienwerft always works shoulder to shoulder with Gerlachhartog, bruno banani’s lead agency. In this way, annual planning for classic and online marketing campaigns can be networked, social media marketing connected with loyalty management solutions, and ever-changing in-store sale themes strengthened online. Here, special attention is always paid to a consistent interaction and brand experience.
AN UP-TO-DATE OVERVIEW IS IMPORTANT
A cross-channel insight into customer data across the various touch points is essential if you are optimising ecommerce applications, communication concepts and value creation, in addition to brand presence, offering and design.
Those working with a detailed and up-to-date overview can put the real, as opposed to expected, customer journey at the centre of what they do, and from this implement all critical factors for the optimisation and achievement of the target KPIs.
The prerequisite: total transparency in the use of all marketing instruments and the development of a long-term online marketing and performance strategy. For bruno banani, we were able to make use of an outstanding system, one that we are continuing to develop.
„When you’re looking for new perspectives on the development of your process or transaction-oriented online platforms, my team and I will be happy to advise you. I look forward to getting to know you.“