The internet is a vast and congested place, filled largely with news, sports banter, dancing cat videos, and heartfelt outpourings of emotion from legions of passionate Justin Bieber fans. It also contains the odd bit of information that may be of real value to you.
The problem is that it’s not always easy to find the information or product you’re looking for due to poor online marketing and inaccurate tracking. Only a few companies have been able to maximise the online journey experience for their customers, and in the process to convert search into sales.
The secret is a specific focus on ‘scent optimisation’.
There are any number of companies selling ‘search’ as part of their greater media offering, but very few of these pay attention to generating the maximum volume of prospects for the least spend. It is not sufficient to simply build rich media interfaces and applications that support traditional media. Once the investment has been made in getting the prospect to the website, the website must actually deliver on what the advertising messages promise. Sophisticated search management and site performance need to work hand in hand.
Clickthinking, for its part, offers proficient service across all areas of digital strategy, from conversion analytics and quality tracking to user-centric design, search engine optimisation, paid search management and social media optimisation. Fundamental to the company’s objectives is the focus on ROI and maximising the web as a business channel for clients.
This broad understanding allows us to offer comprehensive conversion strategies uniquely suited to the requirements of each client. The area in which we are most highly specialised is that of ‘scent optimisation’, whereby we seek to create perfect online user journeys based on specialised insights gleaned from our research.
‘Scent optimisation’ refers to the method used to trace exactly how consumers go about looking for information online, much in the same way as animals follow scent and visual cues to find food. This advanced user experiential tracking and testing system uses heat maps, click paths, online customer videos and sophisticated form analysis to accelerate site visitors from initial search through to final action. The result has been return on investment in excess of 1500% on marketing spend for a number of our clients.
Clickthinking was recently acquired by global media communications and market research group Aegis in recognition of the growing demand by local companies for the type of expertise that the company offers. It will become part of iProspect <http://www.iprospect.com/> , the Group’s search engine marketing firm, which already enjoys a presence in the world’s top 40 digital economies.
Dawn Rowlands CEO Aegis Sub-Saharan Africa, who was responsible for putting the deal together, said that the acquisition effectively provides iProspect with world-class representation in the growing and exciting African market, while Clickthinking will benefit from the existing iProspect network when constructing global marketing campaigns for local clients.
“Aegis has always embraced digital media, and we are thrilled to add the services of Clickthinking to our already comprehensive range of media services. Clickthinking has been at the forefront of digital strategy for over a decade and brings with it an established base of domestic and international blue-chip clients, including Mercedes Benz, &Beyond, Johnson & Johnson, eTV and Vodacom. We are already seeing the benefits of the acquisition in terms of collaborative projects in China and the UK as well as in South Africa.”