Don’t slug it out with everyone at the
“I-Want-To-Buy” moments. Reach new customers before your competition does at the “I-Want-To-Know” moments.
Organic Search (SEO)
While best practice SEO still has its place and cannot be abandoned, it has been replaced by a more holistic approach to the buyer journey and discovery channels that surround it. It's about how “useful in the moment” the content experience is. Our process starts with understanding intent to help find the right outlets and moments to be found, determine content that will resonate and ensure there are no barriers to indexing. Acronym’s experience runs deep across global search engines including Google, Yahoo, Bing, Baidu, Yandex and Naver. In more recent years, visibility across non traditional discovery channels has become a core priority including channels, i.e. Amazon, Youtube, TripAdvisor, among others.
Paid Search (PPC)
Our Intent-based framework was developed specifically to target searchers based on their behavior and better personalize ads across search. First, the keywords. They are the closest proxy to consumer intent. We have developed a machine learning algorithm that mines keywords and classifies them into stages of the buyer journey, which helps to align KPIs, ad copy and landing page experience to customer behavior. Secondly, we leverage audience data: we have built tools to categorize hundreds of audience types into more granular intent segments to ensure creation of unique content and personalized ad experiences for each audience. DMP integration, Customer Match and AEM allow us to analyze path to purchase to tailor messaging based on where the customer is in the lifecycle.
We built our consulting practice to help you build your ‘Search Center of Excellence’ to provide strategy, governance, education, analytics and technology. We help your teams build and scale a search and discovery framework to impact the entire customer life-cycle. Analyzing online intent gets you inside the minds of your customers. When you know how to mine data the right way to truly understand their behavior, search opens doors for you to win customers across digital.
Make faster, smarter decisions with the right search technology stack to support your in-house teams. With complete data ownership and tech to power every aspect of search including keyword research, bid and feed management, DSPs, market research, SEO platforms, content marketing and local optimization. Our own patented technology, Keyword Objects™, helps overcome encrypted search and provide insights into synergies between paid and organic search.
Search may be at the core of what we do, but over the years we’ve learned so much about the integrated approach to connecting content with consumers from channel-to-channel, touch-point to touch-point. Really, you can’t say search without saying social. In fact, you can’t say search without saying display (particularly when it comes to retargeting). And the key component of a well-thought-through, relevant and (most importantly) useful content, developed around intent, is the glue that holds every great digital marketing campaign together. We know all of this – because we do all of this…helping our clients build and execute personalized programmatic and retargeting buys that will maximize return.
What is commonly known as search marketing on the world wide web, has expanded beyond the browser into the app economy where a new type of "suggested discovery" will occur based on digital assistant usage and behavior. As the "digital assistant" becomes the "information provider", the industry will adapt to include content experience analysis across multiple channels and devices. Acronym supports its Client’s across a wide range of discovery channels, whether that be in Marketplaces like Amazon or across apps such as OpenTable.
The foundation of a successful analytics practice is reliable data. But let’s face it: today’s leading analytics tools can be complicated to implement and maintain. And as your analytics practice grows in sophistication and importance to your business, you may find that your tool architecture struggles to keep up with demands. Acronym's Digital Analytics Engineers & Architects work with your analytic and development stakeholders to design, deploy, maintain, and integrate best-in-class analytics infrastructures across your digital properties. We are both technologists and marketers, so we know both what your tools can do and how best to use them to satisfy the needs of your business.
Analytics Training & User Support
Whether your team has 500 analytics stakeholders or 0.5, we can help you get more value out of your analytics investment: Acronym’s team of web analysts helps organizations turn data into insight and insight into action. While we don’t advise completely handing off your analysis practice to us or any third party, we can be a force multiplier—increasing your speed to insight, leveling up your team, minimizing drudgery, understanding the “so what” and “what next”, and helping you communicate results with confidence.
Testing & Personalization
Acronym helps organizations at all levels of sophistication start, grow, and improve their conversion rate optimization programs. Landing page testing was one of the first offerings of our nascent analytics team, starting in 2006. Since then we’ve learned a lot—not just about how to execute individual test successfully but how to build on each success and nurture corporate cultures that spend less time arguing internally and more time listening to their customers. As user experience practices usually involve a wider variety of stakeholders than analytics practices, and are often idiosyncratic to each organization, we emphatically invite you to contact us to discuss how we might be able to help with your specific needs.
Working with the team at Acronym allows us to maintain detailed analysis of our online visibility, now and moving forward. We work with experts who are confident in their ability to test new ideas and keep us ahead in such a fast-moving industry.
Digital Marketing Manager