As an agency for communication, our work always starts with an analysis of consumer behaviour. We are able to draw on expertise that we have built up over three decades. Nowadays, the evaluation phase, where we identify the wishes and requirements of consumers, is characterised by the integration of search analytics and Social Media Analytics. From these findings, we establish consumer insights. Using these insights, we then go on to develop creative ideas and the relevant communication solutions and strategies.
No matter which communication activities we develop, we prioritise taking the channel search into account. It would be fatal to have a significant communication budget for display advertising and develop an advertising promotion, only to discover at the end of the day that you cannot find it via Google and other search engines. For this reason, we do not simply conduct a single search engine check and consider our work done. Rather, we believe it is vital for the evolution of our work to conduct permanent monitoring of the impact we are having on search engines. That’s why search engine optimisation is also an integral part of every RAPP brief.
If you would like to find out more about continuous search engine monitoring, please get in touch with your contact partner, Sandra Gräber.