Case Study
Independent Digital
Visit the website at www.idworks.ie
The site, and its innovative approach to selling, has placed Independent Digital at the front of the online market.
Lindsay Dowling, Independent Digital
The Client
Independent News & Media's is a global media powerhouse with a diverse portfolio of traditional and new media brands.
Independent Digital is responsible for INM's broad portfolio of online brands and channels in Ireland; a key growth area for the group.
Solving Problems in a Changing Marketplace
Front was asked to help create a useful, engaging and effective website for Independent Digital. Working in partnership with the team at ID, Front identified that the site needed to:
- Clearly explain the advertising channels available with Independent Digital; including channels serving niche markets
- Communicate the benefits of advertising with Independent Digital to different buyer profiles
- Communicate the ID team's deep knowledge and expertise in online marketing and the insight they offer their clients
- Bring the user and the ID team closer together; encourage the user along the path to placing advertisements with Independent Digital
Careful research and close collaboration allow us to develop simple prototypes, and refine them efficiently
Collaborating with Independent Digital
Front conducted a series of fun and collaborative workshops with the ID team to develop a deep understanding of the client and their users. We worked to identify and analyse key competitors, developed audience profiles and refined a set of functional requirements.
The ideas identified in these workshops were refined over time in partnership with ID. This is an approach that delivered a solid set of prioritised, documented requirements early in the project, leaving enough scope to be flexible in later stages. We continue to develop this approach today.
Front then developed a series of prototype websites; gradually refining functionality and design with feedback from the client. Working closely with ID through workshops and feedback loops was the major factor which lead to the success of the project.
Understanding users and their needs allows us to develop different journies with different priorities.
The Independent Digital Site:
The Independent Digital site is now live at www.idworks.ie and has been used by many thousands of individual users since its launch.
The site has become a focal point of information for direct advertisers and marketing agencies in Ireland, and offers a range of content, articles and bookmarks to keep users up to date with a changing marketplace. The site features video testimonials from users and agencies that have used Independent Digital's services in the past; delivering a powerful message to potential advertisers.
The site is underpinned by an easy to use content management framwork, which was customised by the team at Front to meet the specific requirements of the project.
The focus on creating an exceptional experience for users has worked; nearly 60% of visitors return to the site time and again; a great result for Independent Digital.
Front is proud to have worked closely with the team at Independent Digital on this project; they are an exceptional group of people. Independent News & Media continues to be one of Front's key clients.
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Front captured video feedback from key clients of ID and presented the content in an engaging, relevant format.
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