'Scent optimisation' improves online campaigns

Scent optimisation refers to the method used to trace exactly how consumers go about looking for information online, much in the same way as animals follow scent and visual cues to find food. This advanced user experiential tracking and testing system uses heat maps, click paths, online customer videos and sophisticated form analysis to accelerate site visitors from initial search through to final action.

According to Peter Stewart, MD of South African search and conversion agency Clickthinking, "There are many companies selling search as part of their greater media offering but very few of these pay attention to generating the maximum volume of prospects for the least spend.

Peter Stewart

"It is not sufficient to simply build rich media interfaces and applications that support traditional media. Once the investment has been made in getting the prospect to the website, the websites must actually deliver on what the advertising messages promise. Sophisticated search management and site performance need to work hand in hand," he says.

ROI, recognition

The company offers proficient service across all areas of digital strategy, from conversion analytics and quality tracking to user-centric design, search engine optimisation, paid search management and social media optimisation. Fundamental to the company's objectives is the focus on ROI and maximising the web as a business channel for clients

"This broad understanding allows us to offer comprehensive conversion strategies uniquely suited to the requirements of each client. The area in which we are most highly specialised is that of 'scent optimisation', in terms of which we seek to create perfect online user journeys based on specialised insights gleaned from our research."

It has global accreditation with Google, Omniture and ClickTale. Amongst the many awards it has are several awards at the New York Webbys in 2009 and 2010, gold, silver and 'Best in Show' at the W3 Awards in Hollywood in 2009 and six gold and silver awards in 2010, three Pixels awards in 2010 at the Bookmarks (South Africa's annual digital media and marketing awards), and 1st place in the Web Analytics Association's global analytics and key insights competition in 2008. It was recently selected by international customer experience analytics service, ClickTale, to become one of five global recommended consultants.

Acquisition boosts presence

The company was recently acquired by global media communications and market research group, Aegis, in recognition of the growing demand by local companies for the type of expertise that the company offers. It will become part of iProspect, the group's search engine marketing firm, which already enjoys a presence in the world's top 40 digital economies.

Dawn Rowlands, CEO Aegis Sub-Saharan Africa, who was responsible for putting the deal together, said that the acquisition effectively provides iProspect with world-class representation in the growing and exciting African market, while it will benefit from the existing network when constructing global marketing campaigns for local clients.

"The group has always embraced digital media and we are thrilled to add these services to our comprehensive range of media services. It has been at the forefront of digital strategy for over a decade and brings with it an established base of domestic and international blue-chip clients, including Mercedes Benz, &Beyond, Johnson & Johnson, e.tv and Vodacom. We are already seeing the benefits of the acquisition in terms of collaborative projects in China and the UK as well as in South Africa," she said.