The demand for Klikkicom’s Always-on solutions continued to grow in 2013. This indicates that companies are focusing on the right things in their digital marketing.

“The Always-on service should be the number one priority when it comes to a company’s digital presence," says Jukka Sundquist, Managing Director of Klikkicom Oy. "All of the customers who are already interested in the company’s offering should find their way to the company’s website, and the service must work without a hitch.”

First, you must focus on reaching the customers who are already interested. Only after that do you focus on launching campaigns to build brand awareness and attract new customers to the company’s products or services.

“When the solutions on the company’s website are built the right way, the site is easy to find and carrying out a transaction, such as buying something from the online store, is easy," Sundquist says. "If, for example, a customer planning to buy a pair of shoes fails to find the online store using a search engine, the company’s investment in brand awareness will benefit its competitors instead, as customers end up visiting online stores that have higher exposure on search engines.”

In 2013, KliKKi adopted an even broader perspective to the development of website effectiveness.

“We analyze the big picture and explain what the company should do in terms of both paid media exposure and its own channels in order to ensure that customers interested in its services find their way to the website and spend as much money as possible while they are there,” Sundquist says.

He recommends that this comprehensive perspective also be applied to the budgeting of digital marketing.

“If the budget is closely tied to search engine optimization, resolving problems in other areas will be postponed. For example, the online store may attract substantial traffic, but some problems with the website may slow down sales. Budgets should have a degree of flexibility for these types of surprises that must be dealt with quickly.”

KliKKi will continue the strategic development of the Always-on concept in 2014. Going forward, purchases of paid media exposure will be consolidated into a single tool, which will allow even better comparability between different market channels.

“We will deploy the Adform advertising management system, which will provide more reliable data for comparing different channels," Sundquist says. "This will also facilitate more accurate targeting based on visitors’ browser behavior.”