Our Digital Marketing Capabilities are Comprehensive
As a business, it’s getting more difficult to thrive without digital marketing. What if Lululemon didn’t sell yoga pants online? Digital marketing can give small and medium sized businesses a huge advantage when it comes to driving awareness, traffic and results. For many businesses (restaurants, personal trainers, lawyers) digital marketing provides a serious strategic advantage.
Definition: Digital marketing is also known as internet marketing or online marketing. Digital marketing encompasses social media, SEO, search marketing (aka paid search or PPC or AdWords), digital video (YouTube, AdWords) and anything else that involves serving an ad or message on a device connected to the internet.
We have enhanced digital marketing capabilities that are ideal for the public companies and privately-owned businesses.
The principal of our firm, Steve Yanor, has more than 10 years of experience working with global brands on digital marketing initiatives involving dozens of launches and billions of dollars. We work hard to stay ahead of our competitors which is why we are continually strengthening our capabilities and partnerships. We complement our leading social media offering with highly effective digital marketing services so that our clients win.
Social + Digital = Success
Social media can and does accomplish a lot. But sometimes adding a dash of digital marketing support can help those objectives along. Research shows that multiple touchpoints are helpful to moving a target along the path to purchase. A link clicked on in a Twitter timeline can instantly trigger a program of ongoing nurturing that may eventually lead to a sale.
One example would be a Spotify campaign add-on to an ongoing social media awareness effort. We also offer out-of-home (digital billboards), parkade advertising, elevator advertising, YouTube, AdWords (search marketing, PPC/CPC) and many other alternatives as dictated by your social media or marketing plan.
One of our most popular offerings is programmatic advertising. We use a real-time bidding (RTB) platform operated by one of Canada’s most experienced trading partners to execute digital campaigns across the creative range: digital display, video and banners. When used in conjunction with a paid or organic social media campaign, targets can be successfully served multiple impressions over multiple devices or channels.
We have the ability to place display, digital video and targeted programmatic audio (i.e. Spotify) campaigns at the industry’s best prices. Programmatic advertising is an ideal solution for marketers because it is brand-safe, attributable (you know where the target came from) and delivers a high quality audience at rates that compare favourably against agency direct bookings.
Spot TV Advertising
From time to time it makes sense to purchase traditional television spots (:10’s or :30’s) combined with a digital video buy executed across a social media and/or Google’s video network. In 2017, Nielsen conducted a study that suggested Twitter was an effective complement to a television ad campaign. Depending on the campaign purpose and budget, reaching a target audience at multiple depths often produces desirable results such as brand likeability, recall and conversion. For those with the budgets, TV lends an important dimension of credibility.
We have several digital out-of-home products including elevator advertising (in Edmonton and Vancouver), transit shelter advertising and billboards.
Search Marketing (AdWords/PPC) and Retargeting
We execute search marketing campaigns for call-only and other Google campaign types (video, display, text only, shopping). We are huge fans of call-only ads (you only pay for the phone call) and other strategies that put your brand and message in front of searchers at the lowest possible price. Search marketing is a stellar complement to social media. Contact us to find out more.
We pioneered social media Search Engine Optimization (SEO), also called “social SEO“. We also code traditional SEO for websites, landing pages and integrated marketing campaigns. SEO is a crucially important aspect of any web property — especially new sites that have not yet been crawled — because it allows a website with content to communicate directly with search engines. The capability to “translate” what is on a webbpage through the language of SEO is enormously helpful and can lead to top positions when other ranking initiatives are pursued, including Social media.
Your list or ours? Email is one of the most effective forms of digital marketing but it’s important to have a good list and to approach it with caution. We integrate social media marketing with e-mail to ensure that your prospects are well informed to make a decision.
We use Google Analytics, Twitter analytics and Google Tag manager to track attribution, audiences and campaign performance across social and digital platforms. In general, we expect to see half of new user traffic to our client websites to originate from Twitter, and that traffic itself increases by a significant amount over time (in some cases from zero to hundreds or thousands of unique visitors per month). Social media networks are really good at driving traffic! We issue monthly reports that outline all aspects of social media performance with a focus on audience development.
Want a good piece of research? How about this chart:
Coming soon: Why is your PR firm doing your social media?