Strategy and research
Getting you the right data and strategy, MediaGroup prepares client strategies based on in-depth, custom research of their market and target audience.
Do you need to launch a new product, brand or country pronto, but you are aware the success hinges on a good strategy? MGWW can help you prepare the strategy (and pretty PowerPoint to back it up) on the basis of in-depth, custom research. Extensive experience in the industry allows us to offer a full audit of current strategy and marketing tactics, using a data-driven and Unusually Focused™ approach.
The research we conduct ranges from in-depth qualitative consumer panels to large scale automated surveys. We utilize phone research, online research, in-person panels, computer based user-experience research, desk research and many other channels to get you the right information. Once we have collected data, our team of experienced marketing services marketers will produce a comprehensive report (with clear and data driven result models) that is ready to implement.
Because of an Unusual Focus™ on buying the right media, at the right time, in order to find high net worth audiences, MediaGroup builds media plans based on in-depth, custom research of your market and target audience.
We do not artificially put up walls between ‘offline’ and ‘online’ media, instead we focus media buys where your target audiences’ attention is and where we can get results. So, we connect brands with audiences, not just publications, and find high net worth individuals wherever they are, whether that’s reading a magazine or browsing social media.
Once a campaign is running we continuously improve results by employing performance data and a set of Key Performance Indicators towards which we can manage your advertising results. On a macro level, we get the kind of unique insights that propel your business forward.
What’s more, with 20 years of experience in buying media targeted at high net worth audiences, and a sizeable client portfolio, our connections and buying power allow us to buy the right media at aggressive prices. Never satisfied with the value offered to our clients, we seek to continuously improve deals, and so performance.
The channels we buy advertising with include print, television, outdoor, display, pay per click, social, email and more.
Search engine advertising
To make Search Engine Advertising work at the right price takes constant tweaking. A successful program easily takes a team of full time staff. But even sufficient attention is no guarantee of success. It takes a lot of trial and error.
With campaigns in 60 countries and millions in media spend, MediaGroup know what works in your industry, and can take away the guessing with our Unusually Focused™ approach. We press all the right buttons, so you don’t have to.
The process for a successful PPC campaign starts with research, lots of it. First step is to determine the appropriate Search Engines for the campaign. We work with Google, Bing, Baidu, Yandex and many other local search engines depending on the country and language target of a campaign.
We then look at competitors’ campaigns and keywords, determine market share and look at their creative material to determine the key selling points and call to actions that work for each set of products. We also look at the searches used in a market, both long-tail and high volume keywords, and look at the search intent of a user to determine if a search is informational or transactional in nature. When we know if a search is informational (awareness) or transactional (conversions) we can use the appropriate bidding and creative strategy for those keywords.
When research is done, a performance prognoses is made based on our benchmark numbers and we use this to allocate budget according to the goals of our client. We produce all material needed based on the chosen strategy and according to the research done, set up the appropriate tracking to ensure we can measure exactly the performance of our campaigns and, after launch, perform ongoing reporting and optimization.
Programmatic advertising (RTB)
Real Time Bidding (RTB) means buying banner impressions on an electronic auction, at a reduced rate. The more you bid, the more likely you will get a specific impression, just like a normal auction.
Publishers offer these impressions in real time to an auction in order to sell impressions they haven’t sold directly. It means that the impressions (sometimes on premium sites) are available at much lower cost than direct buys.
MediaGroup runs a trading desk that buys Unusually Focused™ programmatic advertising using a variety of demand site platforms. Using proprietary and bought data, this allows brands to buy banner advertising targeting audiences, rather than specific publications, at a much lower cost than direct buys.
The trade-off for much lower prices and a wider reach, is that impressions are never guaranteed (as it’s an auction) and so planning advertising on specific sites is very difficult.
MediaGroup has the technology and in-house capability to identify the most relevant audience, manage the real-time bidding process and deliver traffic via multiple creative types including rich media, video and content.
Search engine optimization
Getting SEO results for some of the most competitive industries has taught us the principles needed to get ahead in your market and stay Unusually Focused™. There is always a budget at which you can be number one in Google, and so the question is how long you want it to take.
Our general process works as follows:
- Setting of goals and budgets
- Site Audit (Onsite SEO)
- External SEO Audit (Offsite SEO)
- Strategy and Operation plan
- Ongoing Offsite and Onsite SEO
During the first stage of our work with you we determine what the goal and required budget is for the rest of the program. This is not yet a very granular plan as we will use the Site Audit and External SEO Audit to get into more details, but will allow us to ‘set the tone’ for the rest of the project and work towards a goal.
The Site Audit will involve looking at all aspects of your Site as it relates to SEO and includes technical, content and user experience elements. The result of this analysis is a comprehensive document that we can implement for you or turn over to your internal IT team and webmaster to implement according to company policy.
Once we have done a site audit (and often in parallel), we focus our SEO efforts on surveying the state of your external SEO. When judging the ‘importance’ of your site (and so where you are placed within search results), search engines place a lot of importance on the number and quality of links that point to your site. We look at your site, competitors and the overall state of the search ecosystem and produce an analysis.
Based on the Site and External SEO audit we produce our overall Search Engine Optimization strategy for your desired budget. Part of this project is to determine which keywords to get your site ranking for and within which period of time this can be achieved. We take this strategy and report to you periodically on the progress against our goals and the efforts undertaken.
Social media and content marketing
The questions that drive all our marketing efforts are: “Where can we get the most attention that reflects positively on your brand? And once attention is gained, how do we convert your audience to customers?”. Seen from that perspective, social media and content marketing are both excellent venues in order to gain that initial attention which can later be harnessed with conversion activities.
And so the key to achieving success with Social Media and Content Marketing is to employ them in a way that gains attention, and so drives brand awareness and shapes brand associations.
For content marketing, we want to show you how to understand the market and your audience. We want you to add value to the conversation, and be a thought leader, while staying true to your brand. So when we produce content and select avenues for inclusion, we want to make sure it reflects your brand and speaks to your target audience. Most of all, we want you to gain the right type of attention.
For social media much of the same holds true. But because of the nature of social media, it is at the intersection of sales, marketing and customer service, and so elements of all three areas need to be present in a Social Media Strategy. MediaGroup helps you connect with your audience in an authentic and attention-grabbing way while ensuring your audience gets what they have come to expect in the new social era of marketing.
In order to increase the reach of your content and social media, MediaGroup employs Unusually Focused™ paid social and content advertising. What’s more, we can build and run your own publishing operation so you host and control the entire conversation.
Creative and design services
We deliver great work but don’t act self-important about it – our creative philosophy was best put by Ogilvy; “If it doesn’t sell, it isn’t creative.” Delivery is fast, on time and on budget.
Whether creating a new brand and logo from conception, designing an ad campaign, video production or corporate marketing collateral, MediaGroup has you covered with Unusually Focused™ design services.
The process for producing creative work starts with an in depth exploration of your brand values and design language. Working with the stringent Brand Guidelines of many of our customers we know how important it is to produce work that is on-brand. We then work towards ‘the big idea’ that will sell your product and brand like no other and we use our extensive experience in your industry to produce creatives that sell, every time. Of course, when it comes to the quicker jobs, just give us a logo, an example of past material and a brief and we’ll get it done quickly.
Yes, we also provide Unusually Focused™ code! Our developers’ skills run the gamut from front to back-end technologies and can provide a flexible addition to your IT team, or run projects from start to finish by themselves.
Because we are a marketing agency first, MediaGroup developers always consider business objectives ahead of technical ones. In cooperation with our design, SEO and strategy teams, we ensure web projects perform as they should, so you have a ‘one-stop shop’ for all your web needs. Once a project is up and running, MediaGroup can also deliver web administrator services to manage and continuously improve your presence.
Besides web projects, MediaGroup is experienced in coding mobile apps, creating integrations, email systems, marketing automation, and much more.
Getting your company in the press takes more than the right contacts. It requires an intimate knowledge of your product, a story to tell and a structured approach. MediaGroup can help your company become a thought leader by utilizing years of experience and a vast network with TV, Online and Print media.
Public Relations (PR) is considered one of the best channels for achieving the objective of building brand awareness and reputation for a company and its offering. A PR program, when executed efficiently, will allow you to scale from push demand generation only (personal selling and advertising) to pull demand (when potential leads will start approaching you) and will facilitate a smoother personal selling and advertising process through brand recognition. Such an effort requires consistency and ongoing cooperation with the relevant media – and that takes time and careful planning.
At the start of a PR program, MediaGroup spends time to identify and establish ongoing relationships with the key media and journalists in the target markets with the purpose to secure regular and relevant coverage. We also produce a content strategy, key talking points, conduct spokesperson training and identify key influencers and public policy institutions to ensure the success of our Public Relations program.