CLIENT COMPANY

DigiTree is a company dedicated to discovering new technologies that facilitate and secure the work of all businesses, whether large, medium or small (Learn more by clicking here: www.digitree.it).

When the Australian parent company, Pacen Corp PTY ltd, decided to open Digitree, a branch in Italy, knowledge of the Italian market was very limited.

Compared to the Australian market, the dynamics are obviously different in Italy: clients are different in size and preparation on these issues. In addition, the marketing channels to reach them are very different.

STARTING OBJECTIVES

Digitree contacted us, then, specifically to give them a hand in better understanding their 360-degree market-a true Market X-Ray. The goals were clear:

  • Understanding who the most dangerous competitors in Italy were and how they position themselves in the market;
  • Understanding what the target customer groups were in Italy;
  • Identify possible marketing strategies to reach target customers;
  • Intercept the topics and articles that the target audience is most interested in;
  • Study the best competitor websites to structure the new site in the best way

MARKET RESEARCH AND COLLECTED DATA

Therefore, we conducted a
market research
 in a very thorough manner.

  • We started with ananalysis of the target market in Italy to identify its trends and growth drivers.
  • We then identified the main competing players and studied how they position themselves in the market, what they offer, and how they communicate.
  • We then moved on to define the target audience, i.e., those groups of customers who can potentially be interested and reached by the Brand, through ad hoc communication strategies.
  • We also delved into what people are talking about online, what content is most popular with users and what topics interest the target audience the most, through
    listening to the network
    .
  • Finally, by analyzing competitors and competitors’ sites, it was possible to identify the best practices they adopt to improve their online presence and dialogue with customers.

ACHIEVEMENTS

In conclusion, the survey brought to light numerous insights and ideas for improving the Brand’s presence in the Italian market.

In fact, by laying the market bare, we helped the company figure out how to move, choosing target customers, marketing actions, and then how to structure the website and editorial plan.