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Digital Marketing

Whoever stops advertising to save money is like stopping the clock to save time.
Henry Ford

Built for today's fluid marketplace has a 'test and learn' approach, digital marketing at Drop focuses on generating concrete results for e-commerce.

First of all: Analysis

Every good action comes from observing history and studying the context. We do not believe in easy recipes and ready-made solutions. Rather, we start by observing, measuring what has already happened, analysing what people with similar businesses are doing and what results they are achieving. When the picture is clear, the plan will also be clear:

  • History will be clearly written.
  • Meaningfully defined metrics and targets.
  • A road will be clearly visible.

Dynamic Digital Planning

Everything changes quickly and the Drop approach takes this into account. Our activity involves continuous testing, continuous measurement of output (read ROI) and continuous tuning of the web marketing mix by acting on the platforms, on how they are used and on the modulation of the investment. Since we often work in revenue sharing on the turnover generated by e-commerce, we are used to looking for the maximum ROI. Our activity is natively performance-driven, with no preference between Google or Facebook, between social or SEM, between SEO and sea.

Performance marketing

We like the concept a lot, it's true that some consider it a subset of marketing, but it's a pity that it counts for so much: just consider that the business model of Google and Facebook is based on it. Performance marketing is a set of actions aimed at generating quality traffic, new contacts and branding. PPC, remarketing, programmatic, affiliates, are all forms of marketing based on cost per click, the skill lies in paying little for a click knowing that behind that click there is a quality visit (read future customer).

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    SEA (Search Engine Adv)

    SEA management, on the most important networks (Google Ads, Bing, Yandex) according to an approach strongly linked to performance data and visibility for product categories. Drop has been a Google Official Partner and a specialist in Yandex advertising for years.

    Performance Social Media Adv

    Facebook and Instagram sponsorships closely linked to e-commerce: product, remarketing and lead generation for fast and sustainable ROI results.

    Retargeting

    We have been working for years with the best retargeting and performance display advertising platforms available on the market (Adroll, Criteo, Facebook and Google) to bring people who have already seen the products and are in the final stages of making a purchasing decision back to the site.



    Video advertising

    We work with Facebook and YouTube to ensure as many views as possible at the lowest possible cost for the brand's video productions (new collections, information series, special initiatives, physical events).

    Affiliate

    We collaborate with the best affiliate networks (Awin, Webgains, Rakuten Linkshare, CJ...) with the aim of combining brand protection and performance requirements through accurate analysis of results and scouting of the best publishers in the network.

    Programmatic

    Automated purchase of advertising space based on the behavioural data of users interested in the brand, to maximise traffic results at the lowest possible cost, without favouring any platform.

    Native Advertising

    Selected purchase of contextual advertising space within online editorials that are relevant to the target audience. A classic example is promoting the launch of the new collection in a fashion blog that talks about the season's new trends.

    SEO

    The pragmatic approach involves defining product categories on the basis of users' search intent. This presupposes a careful evaluation in tandem with the brand of the structure of the site and the ongoing optimisation of the graphic, textual and linking elements of the e-commerce, monitoring the SERP positioning performance empirically.