Among every other strategies, we always find the TCEO marketing model much more effective and interesting to utilize because the grouping in this online marketing model creates a process that results in optimal use of digital tactics. Most importantly, following your marketing strategy through our TCEO model will transform your business to continuously win sales online.
Looking at the reason why digital technology must be embedded at the core of your marketing processes, digital marketing gives you the better capabilities to segment your audience, customize your messages tailoring their respective needs in valuable, trackable and measurable ways. TCEO model gives you a great digital marketing strategy that will actualize your business goal via the capabilities of the digital technology being embedded into your business processes.
This is the starting point in TCEO approach. It is tasked with developing strategic plans for the digital world. Like traditional communications planning, it includes topics such as consumer insights, research, concept development, budget allocation and channel planning.
It seems too obvious to mention, but the foundation of consistently successful marketing communications lies in thorough planning and strategic preparation. Before you execute digital campaigns, you need to plan them. You need to research and understand your product, your communication challenge, your market, your competitors and, of course, your consumers. This is why planning, strategy and research are grouped under THINK.
This second phase brings concepts to life by executing campaigns and shaping platforms. It covers all aspects of creating web assets, from web design and development to conceptual copywriting, the creation of social media assets, mobile development, engineering business systems and social media integration.
Research, planning and strategy lay the foundation for building successful digital assets – such as websites, mobile sites, web and social media applications, videos and even simple landing pages. This second phase deals with how to create some of these digital assets.
Engage is responsible for driving traffic and building relationships. Media buying and planning, search engine optimisation, email marketing, social media and campaign management are some of the key activities here.
It deals with driving traffic to your online assets – and engaging this stream of potential and existing customers by building relationships with them. The beauty of the Internet is that you can track your traffic-driving campaigns and then use that information to measure your results, report on campaigns, and target your marketing more effectively.
The purpose of engage is to take advantage of such assets to drive sales. So It’s useful to consider all of these tactics in terms of their influence on the sales cycle.
Online Advertising is the crucial first step – this is a tactic that builds awareness about and interest in your brand. Online advertising covers advertising in all areas of the Internet – ads in emails, ads on social networks and mobile devices, and display ads on normal websites.
The main objective of display advertising is to raise brand awareness online. It can also be more interactive and therefore less disruptive than traditional or static online advertising, as users can choose to engage with the ad or not. Online advertising can be targeted to physical locations, subject areas, past user behaviours, and much more.
We build coverage for your content where your audience will actually see it:
Affiliate Marketing is used to drive traffic and awareness. Once a potential customer knows about you, they can search for you. Affiliate marketing is a system of reward whereby referrers are given a ‘finder’s fee’ for every referral they give.
Online affiliate marketing is widely used to promote eCommerce websites, with the referrers being rewarded for every visitor, subscriber or customer provided through their efforts. It is a useful tactic for brand building and acquisition.
Search marketing, which comprises Search Engine Optimization (SEO) and Search Engine Marketing (SEM), is powerful because it is closely aligned with a customer’s stated intent (in the form of a search query). Choosing you as their preferred option often hinges on how favourably you are seen by others in the market.
Search Engine Optimization (SEO) is the practice of optimising a website to rank higher on the search engine results pages for relevant search terms. SEO involves creating relevant, fresh and user-friendly content that search engines index and serve when people enter a search term that is relevant to your product or service.
SEO has a key role to play in acquisition, as it ensures your organisation’s offering will appear in the search results, allowing you to reach potential customers. A site that is optimised for search engines is also a site that is clear, relevant and well designed. These elements ensure a great user experience, meaning that SEO also plays a role in retention.
We help our clients increase their organic search traffic with holistic SEO strategy:
Search Engine Marketing (SEM) is also known as Pay-Per-Click (PPC) Advertising. In pay-per-click or search advertising, the advertiser pays only when someone clicks on their ad. The ads appear on search engine results pages.
The beauty of search advertising is that it is keyword based. This means an ad will come up in response to the search terms entered by the consumer. It therefore plays a role in sales, acquisition and retention. It allows the us to reach people who are already in the buying cycle or are expressing interest in what they have to offer.
Being well represented on Social Media is important for brands marketing online, and online monitoring tools help you to understand how digital communities perceive brands.
Social media, also known as consumer-generated media, is media (in the form of text, visuals and audio) created to be shared. It has changed the face of marketing by allowing collaboration and connection in a way that no other channel has been able to offer.
From a strategic perspective, social media is useful for brand building, raising awareness of the brand story and allowing the consumer to become involved in the story through collaboration. Social media platforms also play a role in building awareness, due to their shareable, viral nature. They can also provide crowdsourced feedback and allow brands to share valuable content directly with their fans.
We help our clients manage social media calendars and display targeted ads to their audience on the following social networks:
Video Marketing is another excellent tool for engaging and capturing your audience’s attention. Digital then takes it further into the realm of building relationships with customers, using digital channels to interact and engage with them. Video marketing involves creating video content. This can either be outright video advertising, or can be valuable, useful, content marketing.
Since it is so interactive and engaging, video marketing is excellent for capturing and retaining customer attention. Done correctly, it provides tangible value – in the form of information, entertainment or inspiration – and boosts a brand’s image in the eyes of the public.
Email marketing is a form of direct marketing that delivers commercial and content-based messages to an audience. It is extremely cost effective, highly targeted,
customisable on a mass scale and completely measurable – all of which make it one of the most powerful digital marketing tactics.
Email marketing is a tool for building relationships with potential and existing customers through valuable content and promotional messages. It should maximise the retention and value of these customers, ultimately leading to greater profitability for the organisation as a whole. A targeted, segmented email database means that a brand can direct messages at certain sectors of their customer base in order to achieve the best results.
Optimise is about continuous improvement. It delivers insight and lessons through analytics, data mining, conversion optimisation and testing. Optimise is relevant at each stage of the process.
Planning, research and strategy are important for executing digital marketing campaigns that resonate with audiences. As part of executing these strategies, you need to create digital assets, and then use various channels to drive traffic to those assets, and build relationships with your visitors. As you are doing all of this, it’s important to know: is it actually working? And how might it all work better? This is where Optimise comes in: the process by which you track, analyse and optimise your digital assets and campaigns to achieve the best results.
With user-friendly reporting interfaces and free, powerful web analytics tools such as Google Analytics, there is no excuse for not knowing what’s happening in your campaigns. Getting into a routine of using data to understand how your visitors are behaving and how you might influence that behaviour is what conversion optimisation is about. You need to use the web analytics data not just to report on how campaigns and digital assets are performing, but also to understand how to make them perform better.
It’s not a must that you’ll contract Kleensa Promotion to handle your marketing activities for you. You can consult us for training, so that we put together Marketing Insights specifically for your company and set out a custom curriculum on how you can grow your business online by yourself.
We hired The Kleensa Promotion Team to be our social media manager for three channels. They developed a personalized social media strategy that worked best for us and at the same time delivered great client services. I love how they took the time to understand our niche business and thereby pushing out high quality, timely and relevant content. Thank you for using your expertise to make us look good.
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One thing that’s difficult in this industry is getting people to follow through on the things they say they’re going to do. I think that’s probably the best quality of Kleensa Promotion – I can always count on their team that 100 percent of what was said will be done.
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