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DIGITAL MARKETING ALL SECTORS BUSINESS SOLUTION INFORMATION SYSTEM FOR DIGITAL MARKETING BUSINESS SOLUTION THE CHALLENGES OF DIGITAL MARKETING Digital marketing, lying as it does at the crossroads between marketing and IT, opens up new perspectives for your company in promoting and selling products and services through online channels. Immediate access to customers not only allows you to launch commercial campaigns faster, but also enhances the profitability of your customer base by using e-mail strategies to acquire, develop and retain clients at minimal cost. Managing marketing activities becomes easier thanks to direct evaluation of the results obtained and the ability to control the costs incurred. Nonetheless, digital marketing poses particular challenges for IT managers: technical problems may have serious consequences for the company's image; highly specialised technical knowledge is often required to achieve the expected benefits; and while the web is sometimes considered to be an operational silo, disconnected from the rest of the organisation, a strong link to the information system is in fact necessary to reap the advantages. These challenges create obstacles that prevent companies from exploiting the potential of digital marketing. The removal of these obstacles requires the coordination of people, processes and solutions. BUSINESS BENEFITS AND IT CONSTRAINTS OF DIGITAL MARKETING WHEN TECHNOLOGY MEETS MARKETING Digital marketing benefits IT constraints ›› Immediate market visibility and customers impact ›› A lever to increase sales thanks to new sales channels ›› Cost saving opportunities in traditional marketing and operations ›› Pursue new opportunities as they appear on the market ›› No error is allowed as the company’s brand is directly impacted ›› Management of projects with shifting business priorities ›› Expertise in complex marketing technologies solutions ›› Integration with existing information system is required «In four years we have increased our online sales by 221 % and our overall sales by 82 % in difficult economic conditions. ELCA/SecuTix's expertise in the field of digital marketing has played an essential role in this success.» David Vericat, Director of Communications, Teatre Lliure, Barcelona «With Big Data technologies it is possible to analyse all points of interaction between your customers and your company – whether these are visits to your website, your publicity campaigns, your sales or even behaviour on social networking sites.» Yves Burki, Head of Business Line at ELCA DIGITAL MARKETING ALL SECTORS OUR SERVICES Our experts can help you to define and implement an integrated digital marketing strategy that is centred on your customers, coordinating IT with your marketing, sales and operations departments. ›› Definition of the digital marketing strategy: constructing an integrated digital marketing strategy, which places your customers at the centre of your business processes. ›› Definition of IT strategy: preparing your IT architecture for the needs of digital marketing and defining the appropriate road map. ›› Project and coaching management: delegating or guiding your digital marketing programmes and projects. ›› Improvement of the business process: adapting your organisation to the needs of digital marketing by adapting the processes and governance rules. ›› Selection of suppliers and tools: choosing the digital marketing solutions that are best adapted to your needs thanks to proven methodology. ›› Training and support for the change: training your teams to use the new digital marketing tools and preparing to transform roles. ›› Operational management of campaigns: delegating operational management of your digital marketing activities. CRM & Digital marketing The cornerstone of digital marketing and linked to the information system, CRM centralises customer information in order to derive maximum benefit from the history of the relationship and measures the return on investment of each marketing campaign. Our experts, who have many years of experience, assist you so that CRM is positioned at the heart of your integrated digital strategy. UX & Digital marketing A good user experience (UX) is an essential factor in the success of your mobile and web solutions. Our experts analyse the behaviour and characteristics of your users in order to offer them the most relevant measures that are appropriate for each context. They define with you the mix of applications and support that will allow you to respond to your customers' needs in the best possible way. LES TECHNOLOGIES DU MARKETING DIGITAL BUILD WEB, MOBILE, E-COMMERCE & SOCIAL ENGAGE CRM & CAMPAIGN MANAGEMENT OPTIMIZE SEO, DIGITAL OPTIMIZATION, UX MEASURE ANALYTICS & BIG DATA ADDED VALUE ELCA is your natural partner in digital marketing: Dual expertise. ELCA's knowledge covers both information technology and digital marketing, allowing the company to make a connection between the two worlds and to deliver results that are in line with your expectations. Quality. Digital marketing impacts directly on a company's brand image and delivery must therefore be flawless. ELCA's quality standards are a guarantee for you in this respect. ELCA Informatique SA Lausanne 021 613 21 11 Genève 022 307 15 11 ELCA Informatik AG Zurich 044 456 32 11 Bern 031 556 63 11 www.elca.ch Agile project management. The agile project management methodology that ELCA always offers is particularly well adapted to digital marketing projects because here the time-to-market is important and priorities may change rapidly depending on what is happening in the market. SecuTix experience. SecuTix's online sales solution is used by more than fifty customers and you can benefit from ELCA's unique experience and know-how in digital marketing, whether it is applied to CRM, Big Data, user experience or search engine optimisation. Integration. By providing the link to the company's information system, ELCA's integration experience plays a key role in avoiding the silo effect that frequently threatens digital marketing projects. About ELCA ELCA is one of Switzerland’s biggest Information Technology companies leader in the fields of software development, systems integration, business consulting and applications management. ELCA employs around 600 highly qualified staff. The head office of the company is in Lausanne, whilst it also maintains branches in Zurich, Geneva, Bern, Paris, Madrid and Ho-ChiMinh City (offshore development). Q9/2013 Partners. Thanks to its network of partners, ELCA offers a perspective that covers all the technical aspects of digital marketing and offers you a one-stop shop to fulfil your requirements.