Marketing in the Digital World

 The concept of “marketing” has been recognized for more than a century, and while it has continually evolved, it has fundamentally been about matching a compelling sales proposition with the audience most likely to act on it.

Digital Marketing Era

Over the last ten years, we have moved rapidly into the digital marketing era with technologies that use data, algorithms and intelligence to bring products and people together without the constraints of space and time.

The digital landscape is vast and requires multiple channels to effectively target, engage and motivate consumers toward purchase. Digital marketing is a cornerstone of our marketing capabilities and provides a suite of expertise and skills that can be deployed exclusively or applied to enhance other strategies. Digital marketing for brands usually consists of content creation, digital and social media advertising, email marketing, search engine optimization (SEO), and search engine marketing (SEM). Harnessing these platforms is the ideal way to craft product stories, increase customer loyalty, and sustain product engagement.

  • Content Creation

    At Thomas/Ferrous, content creation is an ongoing process of generating big ideas along with the development of supporting copy, graphics, video and imagery. It’s an integral part of all digital marketing campaigns, and our job is to create content that is fresh, useful and compelling – and to produce lots of it quickly and efficiently, which we do through our in-house studio.

  • Digital and Social Media Advertising

    Our digital and social media advertising combines your goals for the brand and your brand’s voice with data analysis of your target market and audience behaviors. After analyzing the data, we use social media platforms to leverage your brand’s voice to the consumers you are trying to reach. We use data to personalize social media content aimed at different segments of your desired consumer groups. Once the first wave of social media posts has been created, we launch your campaign and then adjust the message, tone and targeting approach using key performance metrics.

  • Email Marketing

    Our email campaigns build awareness and drive response while we are constantly measuring results on advertising spending (ROAS). If there is no existing email list, then our team will utilize different marketing tactics to build lists organically. We define segments, set up workflows and identify trigger mechanisms. This is followed by our creation of compelling email content that informs and persuades. Data and analytics are used to monitor the effectiveness of the email campaigns which will be measured against key engagement metrics, such as open rates, click rates, and click-through rates.

  • Search Engine Optimization (SEO)

    SEO is an important part of a comprehensive digital marketing strategy. It doesn’t involve paying for ads but does require considerable investment in optimizing your website design and filling it with a large volume of content that needs to be constantly updated and refreshed. It also takes many months to earn the trust of Google through the value of your content. It is absolutely a long-term strategy that must be actively managed. We help our clients understand what’s involved and what to expect as it relates to an SEO program.

  • Search Engine Marketing (SEM)

    We often suggest using an SEM strategy that utilizes paid search, such as pay-per-click (PPC) advertising on Google and other search engines. However, an effective and cost-efficient PPC program also requires strategy, planning, an optimized website and internal tracking mechanisms. It can be a big lift to do it correctly, which is why we have close relationships with partner firms that have a major focus on SEO programs. But sometimes clients don’t have the resources or time to meet the requirements necessary for PPC to be successful. That’s okay, because we have plenty of other marketing levers to pull, and we usually aim to focus on programs that will deliver the greatest bang for the buck in the shortest amount of time.