Alumedia took upon all roles with regard to online marketing. The approach used followed the current structure:
First taking a step back from any actionable items and implementing marketing strategies, our team researched the current promotional market. This included finding and analyzing all competition not only within Canada, but the United States and around the world.
Current competitors were analyzed for strategies online including ad networks, total reach, social media and more. They were ranked based on market reach and functionality/design of their websites.
Once the market was understood it was important to differentiate the brand and improve upon many of the annoyances to potential customers. One of the things apparent initially was that most of the promotional companies considered competition were established in the mid-2000’s. While this presented a challenge in entering the market and fighting for market share, it also presented an opportunity in online eCommerce functionality.
All types of online strategies were considered and experimented with between July and September of 2014. Ad platforms including Google Adwords, Bing, Facebook, Yahoo, LinkedIn, Twitter, and AdRoll were considered in addition to email and traditional print media.
Paying attention to data is important, especially when experimenting with so many types of ad networks. Luckily, our marketing team loves data and tags everything appropriately with UTM Source Tracking, campaigns, events, and behaviors. What that means is being able to effectively measure and optimize to the specific campaigns that are driving profitable traffic to the website.
Over the course of several months campaigns were narrowed down and a core set of campaigns on specific platforms were put into a budget to optimize. To date, these campaigns are the primary source of traffic to the website aside from current market exposure and word of mouth.
As with any great marketing strategy and business, profitability it something which investors typically want to aim for. With that in mind, the final goal of marketing efforts is to continually optimize campaigns, put some money into R&D in marketing campaigns and ultimately increase conversion and as a result ROI.
Currently Zapdrives is at a stage where its core marketing efforts are locked in, and it’s more of a matter of streamlining the sales process and increasing conversions.