digital strategy

With marketers gathering more and more data, the tsunami of information might tend to be overwhelming.  That’s certainly understandable. How to deal with and maximize this flood of information can be challenging.

One solution is to follow what famed Roman emperor Julius Caesar said, “Divide et Impera” or divide and rule.  That’s also been more popularly interpreted as “divide and conquer.” Either way, the philosophy is still relevant in today’s digital world.

Divide and Rule

All kinds of metrics abound and marketers first need to recognize the most important ones.  There are three that can best be applied in a digital strategy: 1. Reach, 2. Conversion, and 3. Revenue.


Marketers first need to understand the people who visit their sites.  This includes the number of unique visitors, where visitors came from, and what brought them there;  e.g., keywords, SEO, etc. What are the top referral sites? If competitors are drawing customers from other sites, might these be sites worth checking out as well?

Also worth investigating are the company’s click-through rates.  CTR-influenced high scores could bring the company discounts from search engines like Google Adwords and help lower a company’s pay-per-click costs.


Key to maximizing a company’s content is awareness of its bounce rates.  SEO companies like GoRocketFuel and Moz say an acceptable bounce rate is about 50%.

For companies with higher bounce rates, this could mean uninteresting content, too many ads, unattractive design and/or an absence of what a visitor was searching for.  These are issues that should be investigated where bounce rates are higher than the norm.

On the other hand, lower bounce rates are the mirror opposite of high rates.  In addition, they could also signify that the company is appealing and marketing to the right target audience and displaying a distinct application of its website.

An awareness and adoption of better practices can only help to improve average page views, average site times, and conversion rates.


The obvious bottom line in any commercial venture is revenue and critical to getting there is having the right tools to measure the company’s return on investment and costs to acquire customers.  Every department that’s part of a company’s digital strategy must have a say in determining what software best meets everyone’s needs. There are a lot of programs out there.

In addition to acquiring the appropriate software, other actions should include: 1. Enhancing the check-out procedure; 2. Employing third-party trust signs to improve visitor confidence; 3. Extending more active assistance offers like “live” chat and co-browsing; 4. Helping guide more users through the conversion funnel by utilizing AIDA – attention, interest, desire and action; 5. Removing dated data; 6. Cultivating and publishing more user reviews; and 7. Establishing baselines for user actions, major comments and objections, and metrics for key areas like conversion, bounce rates, and retention.

The last recommendation should also result in regular interdepartmental reviews to tweak or even discard certain action plans based on recognition of an ever-changing environment.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.