Companies today have unprecedented access to consumers via a growing mix of digital platforms. Frank N. Magid Associates helps clients to formulate and execute strategies to harness the unique values of each digital platform while ensuring that they innovate appropriately with advances in technology and platforms. This is achieved by leveraging Magid’s unique understanding of the digital media landscape and consumer media behaviors, resulting in digital media strategies that align these platforms with the use patterns and content preferences of the desired consumers. Developing a digital strategy will enable clients to answer a number of questions, including:
- How can a digital strategy complement a traditional media strategy?
- What are the attitudes and behaviors of different consumer segments toward digital media platforms? How can a company leverage this understanding to realize accelerated financial returns?
- How might consumer and stakeholder usage patterns change over time? What drives this change and how is it likely to impact strategy?
Implementing Magid's Web Strategy Insights and Usability Testing to Grow Advertising Revenue and Consumer Traffic
A national online yellow pages company was dissatisfied with the level of engagement from its business advertisers. As a result of this low level of engagement, consumers were not utilizing the client’s tools or services, leading to lower revenues. Frank N. Magid Associates was engaged to conduct website usability testing among consumers to determine the ideal web site aesthetics, preferred navigation methods, online interaction dynamics, and desired content. Magid’s research and subsequent strategic recommendations helped the client change their web site to improve advertiser engagement and enhance usability. These performance factors fed off of each other, causing advertisers to increase their usage of the website across general advertising, sales announcements, and online coupons, which in turn drove even more consumer traffic.