 Campaign Methodology | |  | There are eight key stages in the eMarket2 methodology. Step by step, we identify what information is available, analyse your customers and their purchases and break them down into segments.
We focus in on what motivates purchases, and ensure the message and offer is just right for each target group.
Only then do we produce the creative—and it has to push all the right buttons. Finally, we monitor the results to make sure everything goes to plan.
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| 1. Audit of data and databases
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| The first step is to determine what customer intelligence is available and useable from your databases. We ask how the information can be used to improve the marketing communications programme. Meanwhile, we assess the optimum methods for managing your different databases, including any new data that has been bought or collected throughout the campaign. We can do this by either using your own pre-existing database systems, or our own, critically acclaimed, web-based demand generation systems.
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| 2. Information analysis
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| The next phase is to spot the shared characteristics and purchase practices in order to develop customer profiles. In short, we identify what and when they buy, their purchasing preferences, and what else they might buy in the future.
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| 3. Market segmentation
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| We break both customers and sales prospects down into groups based on their overall profile, consisting of information such as their requirements and preferences, past-purchase behaviour and opportunities for cross-selling.
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| 4. Move strategies
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| The following step is to map the transactional trail the customer or prospect follows to the point of purchase, by systematically mapping the series of actions they take and the interactions they experience on the way.
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| 5. Determine messages
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| Having completed the intelligence gathering, we build a matrix matching the right message and appropriate offer for each group of customers.
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| 6. Creative design
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| Now we know every relevant detail about the target market and its subsets, initial creative executions that embody the key campaign message or messages are produced, carefully following your brand guidelines.
Once you have chosen your preferred design from three choices, we’ll develop them for the appropriate communications, based on the agreed messaging. Anything and everything from product brochures, direct marketing, HTML emails, to micro sites and banner ads.
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| 7. Response mechanisms
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| Whilst producing the final creative products we ensure that all include motivational triggers that take the customer further down the route to a bona fide transaction. Success in encouraging the customer to act at every stage of the process is key.
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| 8. Measurement
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| Our highly innovative tracking tools are so effective they have won awards. We use them to develop tracking processes and ascertain metrics for measuring short-term financial gain versus long-term customer value. The response data we harvest is then used to evaluate the marketing communications plan, tweak the strategy and tactics where necessary, and improve your knowledge of your customers.
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