Wago

WAGO chooses Lovemark for a Digital Marketing Check project and Social and Google Advertising services

The Italian branch of WAGO Kontakttechnik GmbH & Co. KG, a German company of electrical engineering and electronic components for industrial automation, for the third consecutive year relies on Lovemark’s expertise in the advertising field for the management of its online campaigns in the B2b2c sector, with the aim of better profiling the targets, offering everyone a personalized user experience, and increasing their reputation and customer involvement.

The collaboration began with the aim of developing a visibility plan on the Italian market. To achieve this first step, the various Lovemark teams worked in synergy on a complete and exhaustive Digital Marketing Check.

We started from Keyword Analysis in the Google area, to identify and define the distinctive keywords to be used for the achievement of a significant organic and paid positioning in the reference country (in this case Italy), in order to reach the demand expressed by the target.

At the same time, two other types of analysis were carried out: that of competitors, aimed at measuring the numerical variables at play to determine the authority of a competing site and identify the best practices implemented on the web visibility side, and that of sales channels (sector portals, generalist portals, social media, merchants and influencers).

To this activity, a Social Media Management work was also added, with the opening of the LinkedIn and Facebook pages and the creation, also in this case, of an advertising strategy: the objective was, in the case of LinkedIn, to profile the professional figures of large companies involved in decision-making processes, while, on Facebook, reaching the final consumer. In both channels, a lot of emphasis was given to trade fair content, with post sponsorships designed specifically.

The output of these analyses, meant that Lovemark continued its work with the creation and management of Google campaigns specific to the audience segment with the objective of Lead generation In the following three years and still today, the activity included, in addition, a passage of lead qualification and continuous consultancy aimed at optimizing costs and results.

A winning collaboration and optimal results that have already opened the doors to future projects. Among the new purposes, what stands out are certainly a new Google campaign with a drive to store objective, to organize days at the counter and facilitate interaction with the user through the involvement of the point of sale, and an Influencer Marketing plan to increase the Brand Awareness of WAGO. Two projects that are no longer limited to wanting to reach only companies and retailers, but which aim to involve a greater target audience.