services

agenda21′s portfolio

digital media strategy

The world is moving too fast for rigid planning processes. Blink and the opportunity has passed. The best strategy is as simple as possible (but no simpler). It links directly back to your business and marketing objectives. But critically it must be flexible enough to deal with changing circumstances.

Based on a robust understanding of your objectives and challenges, our strategy delivers:

Integration: data, insights, planning and reporting all in one place.
Clarity: the skilful interpretation of data across the marketing mix.
Experience: fresh thinking from multiple categories and disciplines.
Balance: ROI and optimisation, blended with the power of big ideas.
Discernment: focusing our energies on achieving the right outcomes, testing the most appropriate channels and measuring effectiveness in the right way.

The result is a strategy 100% focused on achieving your objectives in the most efficient way possible.

Search Engine Optimisation (SEO) and Digital Asset Optimisation

Search is the first place most people go when researching a new purchase or to discover content online. But the days when you could simply focus on directing customers to a single website are over. Today, you may be optimising for multiple content across multiple online properties (websites, social networks, press releases, PDFs, podcasts, images – the list goes on). This is known as Digital Asset Optimisation.

To deliver on your objectives, we develop a Search Engine Optimisation/Digital Asset Optimisation strategy directly modelled to reflect your target audience’s real-life search behaviours and help get your content visible to the right people at the right time; when they are searching for it. In doing so, we can channel the right traffic to the right content on whatever platform it sits. And we ensure as a matter of course that web assets are 100% compliant with (and visible to) search engines.

Paid search (PPC/SEM)

We have delivered outstanding success for clients with our innovative paid search campaigns. This has been recognised by a clutch of awards (including the NMA Best Use of Search Award in 2009 and the Revolution Awards Marketing on a Shoestring in 2011) and by the fact that our clients stay with us year-in, year-out.

Right from the start we built a unique structure ensuring that each account team not only has specialist PPC skills but also wider digital media planning experience. This means the whole agency understands the importance of taking a holistic view when optimising paid search campaigns (not just pressing an optimisation button and hoping for the best).

Supporting each account team is our centralised search team. They ensure we have the right PPC processes in place, that we engage proactively with the search engines and that our clients get the levels of service they deserve.

Where insight meets technology

Our paid search campaigns deliver consistent growth by combining insight with cutting edge bid technologies. Simply, this allows us to make smarter PPC decisions.

Bringing together bespoke and advanced industry tools, we carry out extensive research at both a market and keyword level. This enables us to stay up to date with constantly evolving search behaviour. It means we can identify new market opportunities and ensure we are always achieving our clients’ business objectives.

A recipe for success

The key to consistently delivering effective PPC campaigns can be found in the following five core principles:

1. Rigorously deploy search best practise.
2. Wholly understand the client’s business objectives.
3. Use the best, most flexible PPC technology.
4. Employ smart pay per click specialists.
5. Utilise the full range of integrated media campaign insights.

We fully recognise that there isn’t one universal silver bullet approach to PPC. No single way of developing and managing campaigns will solve every brand’s PPC needs. That’s why we develop strategies unique to individual clients. It means they can stay up to date and take advantage of both constant market changes and new search engine developments.

display advertising

Display advertising has come a long way since the time of animated GIFs. Today, we plan and buy media across all display disciplines, including mobile. And we introduce innovation to each channel as it comes to market.

The right planning tools for the job

We use a variety of planning tools, including TGI and UKOM, to identify how the target audience behaves online, where they spend their time and for how long. We plan across multiple devices – desktop, mobile and tablet – in order deliver the most relevant, targeted message. And we use a combination of both niche websites to reach distinct audience groups and demand side platforms (DSPs) to exploit real time bidding where it’s valuable.

Making advertising work harder

Results are everything. We work closely with creative agencies to develop more effective experiences within display formats (eg the use of video). And we employ a range of buying mechanics – from CPM, CPC and CPA to cost per engagement models – which are all linked back to the objectives of the campaign.

It doesn’t stop there. We profile both networks and audiences for behavioural targeting. And we can create duplicate profiles of valuable audiences, using algorithms to target new prospects displaying similar behavioural traits.

Simple framework, powerful outcomes

All our recommendations emerge from a simple five-question framework:

1. What’s the desired outcome in behavioural change?
2. Which traditional channels can help us to achieve this outcome?
3. Which new technologies can help?
4. What is each channel’s contribution?
5. What is the overall impact of our activity and what are we measuring and monitoring (pre-campaign, in-market and post-campaign)?

We report throughout the campaign. This allows us to make adjustments, enhancing performance. And it means we can feed results back into other channels as well.

Display advertising is the oldest form of digital advertising and still keeps developing – we’re determined to keep evolving with it.

mobile

We have built an award-winning mobile team at agenda21. They are committed to delivering marketing campaigns within one of the most dynamically evolving areas of the market. They plan, buy and analyse campaigns within mobile search, mobile sites and apps on all platforms. Importantly they also integrate our clients’ mobile activity with all their other online activity.

Winning awards

We have been recognised with both the Best Use of Mobile and Grand Prix Awards in the 2009 NMA Awards. Of course, mobile isn’t new to us – members of our team ran the first ever mobile WAP campaign for Football365 in 1999. Ultimately, this means we have virtually unparalleled experience in how to develop successful mobile media campaigns across a significant number of clients and industries.

Delivering results

All the campaigns agenda21 develops are based on intensive audience behaviour analysis and market research. It’s this forensic analysis that gives us the ability to fully optimise live campaigns to deliver these award-winning accounts.

We buy campaigns across all metrics (cost per click, per download, per thousand) covering the full range of mobile channels (paid search, display, SMS, MMS). Our clients range from mobile specialist brands to global household names, not only in the UK but internationally too.

cpa

We deploy cost per action (CPA) models across all media to test and refine strategies. In this situation, a percentage of our fee or share of revenue is determined entirely by our client’s in-market performance based on each individual sale (or other pre-determined action) that our clients achieve.

In short, the CPA model ensures that both client and agency objectives are synchronised. It allows us to work together in partnership to drive as many actions as possible. We share the expertise, share the risk and, ultimately, share the rewards.

social media

We enable the discovery and distribution of content across all social media networks. This may be for brands wanting to learn more about their audiences or for consumers to access a brand’s assets and engage with them.

Our approach is to apply rigour at the planning stage and make whatever we deliver entirely accountable. We do this in two ways:

Buzz planning: Social media is integral to our ongoing forensic analysis and overall planning processes. We use social sentiment tools, coupled with wider research tools such as TGI. This allows us to build a comprehensive picture of what audiences are currently saying and identify opportunities for brands to engage, both within and beyond social media platforms.

Social media accountability: in addition to measuring social buzz, we also track every single social media asset we distribute. This means we can measure their collective impact on SEO, sales and other pre-determined actions or objectives. In doing so, we’re able to track the effect of social media in a way that is consistent with other media such as PPC.

Social media is now a vital part of many brands’ marketing campaigns. But too often social media strategies are built on hype and speculation. At agenda21, we put the science into social.

training

The internet was built on the notion that information wants to be free. So we’ve built a number of training initiatives to help clients navigate the ever changing world of digital and make the most of the available opportunities.

Of course, different levels and depths of knowledge are required by each person across a marketing team. So our training starts with a digital induction including a market update, creative review and competitor analysis. We work up from there.

Interactive webinars

For those clients responsible for implementing and managing a digital presence we operate a series of webinars. These allow any question, no matter how small, to be put directly to our team of experts in an open forum. It means everyone taking part can benefit from the answers. We also build bespoke workshops and one-to-one sessions that really go into the granular workings of digital media applied to those clients’ individual needs.

Tackling live challenges

For some clients we engage with experts in the market (including media owners and technology providers) to run workshop sessions tackling a live client challenge. In doing so we’ve seen strong successes in generating solutions as well as building on the brand’s perception in the market.

Inspirational breakfast seminars

Finally, we host regular breakfast seminars exclusively for our clients and partners. We invite key market experts to speak and debate with a strong focus on giving practical application to new thinking that’s in the market. So far these sessions have covered topics including behavioural economics, digital asset optimisation, dynamic targeting and applying social insights.

These sessions are all about inspiring clients, media owners and creative agencies together because we believe that we need all parties to be working together to bring the best ideas to life.