Summit has been shortlisted in two categories at the Northern Digital Awards. Now in their third year, the Northern Digitals aim to recognise the very best in digital marketing campaigns in the North of England. We are finalists in the Best SEO Campaign category with Durex, and in the Best PPC Campaign category with Argos.
Using SEO, content and PR to grow Durex’s search visibility
Durex were new to the sex toy market and facing huge competition when we began working with them. In order to increase traffic, improve conversion rate and ultimately grow return on investment we set out to improve natural search visibility and quickly build a strong search presence.
We improved the Durex site using technical SEO, content and PR, and launched a new content area containing articles, tips and advice, called Explore Sex. This approach enabled us to significantly increase search visibility, turning natural search into Durex’s most successful channel.
Tailoring Argos’ marketing activity to seasonal patterns
As part of an ongoing growth strategy, last year we set out to investigate how we could better predict Argos’ performance in relation to annual seasonality and key events in the retail calendar (for example Easter weekend, Valentine’s Day and Black Friday).
Using historical paid media data, we created a statistical picture of annual seasonal demand for each of Argos’ products. Using this information in conjunction with our performance marketing platform, Forecaster, we were then able to decide where and when to spend Argos’ marketing budget to generate the greatest return. This resulted in record-breaking return on investment.
We’re looking forward to celebrating the best of digital talent in the North at the awards ceremony, which takes place in January in Leeds. Watch this space to find out if we’re victorious on the night!