What Is It?
DigitalScirocco (DS) is a combination of patented technologies and years of big data experience combined to generate value through creating connections between your content and product channels. It uses cutting edge machine learning and behavioural modelling to optimise these links.
Used by some of the leading brands in retail and publishing, DS is unlike anything on the market today.
How Does It Work
DS consists of a unique semantic engine that is able to understand any content on your site through an ever-evolving database of more than six million semantic concepts. DS utilises this understanding in combination with your site visitor’s real time behaviour to create a contextual understanding that allows content and product to be intertwined to engage and convert your website audience throughout their journey through your website.
DS goes beyond a traditional recommendations engine by integrating all your digital content channels – products, blogs, forums, guides, how-to’s, etc.
DS will inject relevant, personalised content and/or products into “presentation widgets” hosted on defined pages across your website for each individual site visitor. The content and/or products injected will directly reflect the content and/or products they have engaged with as well as their overall behaviour across the site. Our focus is to preempt the intent of the visitor and present the most relevant content in real time for that session.
What Are The Benefits?
This coordination of content, product and people (behaviour) is designed to maximise desired outcomes, whether that is conversion to purchase, keeping people on your site while validating a choice or even driving traffic from your content pages to relevant product pages where the journey can be continued through to basket.
Retail Use Case
Content is predominantly used as a key tool in acquisition strategies (SEO, Affiliate Marketing, etc.) There is a limitation though to its effect on the overall customer journey, especially in its impact to drive conversions.
Predominantly this is because one of the key purchase stages, validation, often happens in environments away from your sales funnel.
DS allows you to close this gap and link your content to your products. It does this by either presenting products in your content sections, which are both relevant to the content on the page and the behaviour of your website visitor, or by presenting content on the product page, amongst others, to support the purchase.
Publishing Use Case
Publishing has undergone a massive change in recent years with the advent of online content consumption. More and more publishers have embraced the opportunity that online brings and are exploring increasingly innovative ways to monetise their content. A major contributor to this monetisation is to consider ways in which on-site engagement can be increased.
DS has a number of use cases for both monetisation and increasing engagement. For those advanced publishers who have also opened retail channels we can link products from their retail store to the content on their brand pages. This allows your content to be used as the main vehicle to drive traffic through to your store. In such scenarios DS can deliver a measured and considerable increase in click through rate from content pages to store pages.
Conversely, we can select and inject the content that is most relevant to both the site visitor and the product they are engaging with, on to the product pages.
In addition we are able to increase on-site engagement by suggesting content from your site that is both relevant to the areas of interest of the individual site visitor and the content they are engaging with during their session.
Importance Of Content On Websites
Google ranks websites based on how relevant a specific content is to the user, how the user experience of the website is, These websites come up when a user searches for a specific term that is related to your content. It is therefore crucial for websites to have good content as ranking on google help the website gain traffic and conversions therefore increasing their revenue. Digital Marketing Agencies optimize this content and the website (Also known as SEO) to help websites rank on Google.
So how these digital marketing agencies optimize your content?
1. They perform keyword research and analyse the competition for those specific keywords, they then choose the keywords that will help help your websites rank on google. These keywords would differ for each website.
2. They Develop your outline and format for optimal readability.
They Also other aspects of the website page like the Url, meta description, title tags to help the website page perform better.