Online Maturity Model
Clear goals defined around long-term performance and short-term succes form the starting point of our Online Maturity Model. The synergy between the various marketing activities ensures the continuous realization of ambitions.
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[tab label = “Level 1″ subtitle=”Presence” image=”https://cdn.orangevalley.nl/OrangeValley-maturity-model1.jpg”]
Level 1, presence
“Visibility within the target market”
Focus areas:
- Clarify online marketing responsibilities
- Defining the target group and low competition keywords
- Realization of a website suitable for online marketing
- (One-off) optimization of ad hoc marketing activities
- Defenition of easily measurable targets (number of visitors)
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[tab label = “Level 2″ subtitle=”Result-oriented” image=”https://cdn.orangevalley.nl/OrangeValley-maturity-model1.jpg”]
Level 2, results
“Directly measurable targets”
Focus areas:
- Assigning responsibilities to sales en marketing
- Broaden the reach on competition-sensitive keywords
- Creating a website with a clear message
- Creating online advertisements linked to specific keywords or a specific target group
- Periodically optimizing marketing activities
- A periodical report including result-oriented targets
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[tab label = “Level 3″ subtitle=”Optimal communication” image=”https://cdn.orangevalley.nl/OrangeValley-maturity-model1.jpg”]
Level 3 Communication
“Responding to the behaviour of the target group”
Focus areas:
- A message directed towards various phases within the purchasing process and (sub) target groups
- Increase the amount of leading positions on competition-sensitive keywords and video
- Online advertising directed towards various phases and (sub)targets within the online communication
- Optimize continuous marketing activities
- A periodical report and dashboard including (sub)targets and micro-conversions
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[tab label = “Level 4″ subtitle=”Lifetime value” image=”https://cdn.orangevalley.nl/OrangeValley-maturity-model1.jpg”]
Level 4 Customer value
“Retention, association and loyalty”
Focus areas:
- A message oriented towards all customer-contact moments
- Recognizing the needs of the target group and the right contact moments
- Aligning both online and offline marketing and communication
- Keeping target audience communication as relevant as possible
- Realtime reports and dashboard including (sub)targets and micro-conversions
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