digitalAim F.A.Q.
In many ways the current state of the nation is best described by the I.A.B. so I've left it to their fine words on new digital consumers - "With such a choice of media at their finger-tips, marketers and brand managers have never had it better, but neither has it been more of a challenge to keep up with consumers. It is not a question of reinventing your entire marketing plan, but rather recognising how your internet marketing strategy can help you Unthink your Brand and liberate your communications. There is no doubt that the rapid growth of broadband has radically changed media consumption and consumer behaviour overall. The internet has produced a network of empowered consumers. They can track down information with a click of a mouse; share opinions and seek answers with fellow users and access price-comparison sites. Why should they take your word about your product and brand when they can find out for themselves? Your internet marketing strategy should reflect that it is now the consumer, not the product or the advertising, that is the focus." (Source: Internet Advertising Bureau)
Within this section we have tried to offer some guidance on many of the basics of web development and online marketing as well offering some clarification as to the types of guidance that digitalAim can offer your business:
- Q: Why can't my agency give me what you are offering?
A: A client recently said to me that the Full Service Agency does not exist. On their pitch roster they placed an Ad agency, a BTL design agency and a PR agency (all of whom called themselves Full service). In response to this new product launch brief each came back with proposals centred on their core specialisms. Digital Agencies are no different. A rich media agency will offer you a heavily Flash animation based solution while a Microsoft development partner will offer a .Net programmed solution on a Windows hosting environment. DigitalAim offers an independent view of your approach to selecting a pitch roster, planning the strategy, writing the brief and assessing the quality of the responses.
- Q: I know how many hits the site gets, what else do I need?
A: That depends on who your site is talking to and what its objectives are as a response mechanism. If no-one is responding to your site and you don't know why then you are not using the data and interactive opportunities that the media offers your business. The internet can offer real-time research data at a fraction of the cost of traditional customer research. How much you use is up to you.
- Q: How can you save my business money?
A: By defining your web strategy prior to briefing your agency and in writing concise defined briefs, defining the creative and technical requirements of the project, you will receive more detailed and accurate responses from your agency, thus reducing their project management time and saving you money. In a pitch you will be able to accurately compare the costs of one response over another.
- Q: My website gives basic info on our company, contact details and saves us money on the volume of brochures we printed a few years ago. Do I need it to do any more?
A: Research shows that from customers researching purchase decisions, to investors considering share purchases, to top flight graduates researching their career options, websites have fast become the 1st (and most critical) face of your organisation. Having a competitive edge within your approach to web communication can impact on how your brand is perceived by your most important stakeholders.
- Q: Why do we need help running a pitch? We have that expertise in house.
A: We would never tell anyone how to judge the fit of agency to client. What we offer is the chance to ensure you choose the best 3 agencies of a type that specialise in meeting your brief. If a rich media creative agency pitches against a technical developer, then you are left comparing butcher and baker. digitalAim can help clients avoid this, thus enabling you to get the most from the pitch process.
- Q:Do you recommend web design agencies or media planners?
A: No digitalAim is both independent and impartial. We focus on alignment of a client's brief to types of agencies and types of required work.
Web Strategy and Planning services
Web 2.0 Audit Process
Digital Project Management services
Mediation and Dispute Resolution