Marketing areas
Every area. One connected system.
Digital marketing consists of many disciplines. Their impact comes from how they work together: a guide strengthens search, an ad leads to the guide, an email brings prospects back. Upper OS plans the areas together – not as separate packages.
| Area | 01 Get found | 02 Convince | 03 Enquiry or purchase | 04 Come back |
|---|---|---|---|---|
| Search engine optimisation | Core impact | Supports | – | – |
| AI visibility | Core impact | Supports | – | – |
| Search advertising | Core impact | – | Supports | – |
| Display & Programmatic Advertising | Core impact | Supports | Supports | – |
| Local marketing | Core impact | Supports | Supports | – |
| Reputation & Review Management | Supports | Core impact | Supports | Supports |
| Social media marketing | Supports | Core impact | – | Supports |
| Social advertising | Core impact | Supports | Supports | – |
| Video Marketing & Video Ads | Supports | Core impact | – | Supports |
| Content marketing | Supports | Core impact | Supports | Supports |
| Conversion optimisation | – | Supports | Core impact | – |
| Email marketing | – | Supports | Supports | Core impact |
| Marketing Automation & Customer Journeys | – | Supports | Core impact | Core impact |
| E-commerce marketing | Supports | – | Core impact | Core impact |
| Marketplace Marketing | Core impact | – | Core impact | Supports |
| Affiliate & Partner Marketing | Core impact | Supports | Supports | – |
| Analytics and attribution | Measures the impact across all stages | |||
| Experiments and A/B tests | Test assumptions in every area | |||
Example scenario: Fictional company and illustrative figures – no real customer or product data.
01 The areas
Every area has a job – and connections.
Choose an area. You will see what it is for, what it needs from other areas, what it gives them and how Upper OS measures its success.
Job
Search engine optimisation
Be found for the long term when customers actively search.
Search engine optimisation makes sure your website appears for the terms your customers search for. It works more slowly than advertising, but lastingly and without a cost per click.
Typical actions
- Align pages with in-demand search terms
- Fix technical issues, improve loading speed
- Strengthen internal linking
How success is measured
Visibility for relevant search terms and enquiries from organic search
In the example: The “Heat pump advice” page is aligned with regional search terms.
Job
AI visibility
Appear as a source in the answers of AI assistants.
More and more people ask their questions to an AI assistant. The answers rely on sources that are clear, factual and well structured. AI visibility builds on the same content as search engine optimisation.
Feeds into
Typical actions
- Answer frequent questions clearly and unambiguously
- Keep details on services, region and prices consistent
- Add structured data to the website
How success is measured
Mentions in answers on your topics and visits from AI assistants
In the example: The guide answers the question “What does a heat pump cost?” in a clear section.
Job
Search advertising
Be visible immediately – exactly for the right search.
Search advertising shows ads when someone searches for your service. It works immediately, costs per click and can be finely controlled: by search term, region, time of day and budget.
Feeds into
Typical actions
- Build campaigns by service and region
- Adjust bids within the budget cap
- Exclude search terms that do not work
How success is measured
Verified enquiries per campaign and cost per verified enquiry
In the example: The search campaign “Heat pump advice” runs with a cap of CHF 1,500.
Job
Display & Programmatic Advertising
Build reach before anyone searches.
Display and programmatic advertising shows ads on relevant websites and in apps. Buying is automated by audience, context and budget. It raises awareness and brings back visitors who have already looked into the topic.
Feeds into
Typical actions
- Re-engage website visitors in a targeted way
- Narrow down placements and audiences
- Shift budget to effective placements, within the cap
How success is measured
Verified enquiries and cost per enquiry compared with other channels
In the example: Deliberately not in use in the example: search reaches the audience more directly.
Job
Local marketing
Be visible and well rated in your region.
Local marketing makes sure you appear in Google Maps and local directories with correct details and good reviews. For businesses with a catchment area it is often the most effective area.
Needs from
Typical actions
- Complete the Google Business Profile
- Keep services and opening hours up to date
- Align details across directories
How success is measured
Profile views, calls and route requests, reviews
In the example: The Google Business Profile is completed with services, photos and opening hours.
Job
Reputation & Review Management
Trust through genuine reviews.
Reputation and review management makes sure satisfied customers share their experience and every review receives a fitting response. Reviews influence the decision – and visibility in local search.
Feeds into
Typical actions
- Ask for a review after every job
- Prepare responses to reviews for approval
- Report critical reviews immediately
How success is measured
Number, recency and average of reviews, and response rate
In the example: After every completed job, the customer receives a request for a review.
Job
Video Marketing & Video Ads
Explain and show what text alone cannot.
Video marketing covers your own videos on your website and on platforms as well as video ads. Moving images show projects, processes and people – and build trust before the first contact.
Needs from
Typical actions
- Plan short videos from reference projects
- Turn existing content into video
- Target video ads at the audience
How success is measured
Reach within the audience, watch time and the enquiries that result
In the example: A short video on how a heating replacement works complements the guide.
Job
Content marketing
Answer questions and build trust.
Content marketing is the raw material of many other areas: guides, references and answers to frequent questions are used for search, AI assistants, social media and email.
Typical actions
- Guides on the most frequent customer questions
- Reference projects with photos and facts
- Update existing content
How success is measured
Enquiries created through content and its use in other channels
In the example: The guide “Heat pump instead of oil heating” is the most important content this quarter.
Job
Conversion optimisation
Turn more visitors into enquiries and purchases.
Conversion optimisation improves what happens after the click: clear offers, simple forms, visible ways to get in touch. Every improvement makes all other channels more effective.
Needs from
Typical actions
- Simplify forms
- Test wording and layout in variations
- Make contact options more visible
How success is measured
Share of visitors who send an enquiry or buy
In the example: The advice section gets a clear pointer to the free first consultation.
Job
Email marketing
Reach existing contacts at the right time.
Email marketing addresses people who already know you: customers, prospects, open quotes. It costs little and works especially well when it responds to what recipients do.
Needs from
Feeds into
Typical actions
- Follow up on open quotes
- Maintenance reminders to existing customers
- Send new content to prospects
How success is measured
Enquiries and orders from emails, matched with the customer database
In the example: Prospects with an open quote receive the guide on subsidies.
Job
Marketing Automation & Customer Journeys
Guide prospects automatically and personally.
Marketing automation connects email, website and customer database into flows that respond to behaviour: whoever reads a guide receives matching information; whoever has an open quote is reminded at the right time.
Typical actions
- Build flows for new prospects
- Time reminders for open quotes
- Group contacts by interest and stage
How success is measured
Share of prospects who turn into enquiries and orders
In the example: Whoever reads the guide and gets in touch receives an invitation to a consultation two weeks later.
Job
E-commerce marketing
Align a shop’s range, margin and advertising.
E-commerce marketing connects advertising with inventory management: which products have margin, which are in stock, which are bought again? That way profit grows, not just revenue.
Needs from
Feeds into
Typical actions
- Steer advertising towards products with good margin
- Pause advertising for scarce items
- Encourage repeat purchases via email
How success is measured
Contribution margin from advertising and share of returning customers
In the example: Not relevant in the example: Muster Haustechnik AG has no online shop.
Job
Marketplace Marketing
Sell where customers compare products.
Marketplace marketing places products on online marketplaces and advertises them there. Upper OS aligns offering, prices, stock and advertising with your own shop – and factors in the fees.
Feeds into
Typical actions
- Prepare product data and images for marketplaces
- Steer marketplace advertising by margin
- Match availability with stock
How success is measured
Contribution margin per marketplace after fees and advertising costs
In the example: Not relevant in the example: Muster Haustechnik AG does not sell products online.
Job
Affiliate & Partner Marketing
Win new customers through partners.
Affiliate and partner marketing wins customers through websites, comparison portals or business partners who are paid for the deals they refer. You pay for results, not for reach.
Feeds into
Typical actions
- Select suitable partners and portals
- Set and monitor commission rules
- Check referred deals for authenticity
How success is measured
Verified deals via partners and cost per deal
In the example: Not in use in the example: for a regional trade business the channel contributes little.
Job
Analytics and attribution
Measure what really leads to enquiries and revenue.
Analytics and attribution are the basis of every decision. Upper OS checks that measurement works, matches results with the customer database and assigns them to actions.
Typical actions
- Check tracking of forms and calls
- Match enquiries with the customer database
- Assign results to actions
How success is measured
Share of results that are verified and assigned to an action
In the example: Of 12 reported enquiries, 9 are confirmed as genuine and assigned.
02 Across channels
One signal. Coordinated actions.
An example shows how Upper OS thinks across areas: an observation leads to one piece of content that several areas use – in a sensible order.
Signal
More local searches about subsidies for heat pumps
The most common customer question is about costs and subsidies. There is no page on it.
Shared foundation
Guide “Heat pump instead of oil heating”
Costs, subsidies, process and a reference project – in your tone of voice.
Used in
- Week 1 Content marketing Create the guide and present it for approval With approval
- Week 2 Search engine optimisation Align with search terms, link from relevant pages Within the limits
- Week 2 AI visibility Structure frequent questions as clear answers Within the limits
- Week 2 Conversion optimisation Pointer to the free first consultation in the guide Within the limits
- Week 3 Search advertising New ad group “Subsidies” leads to the guide With approval
- Week 3 Email marketing Send the guide to prospects with an open quote With approval
- Week 4 Local marketing Post on the Google Business Profile Within the limits
Deliberately not now
- Social advertising The target group is already searching – search works more directly.
- E-commerce marketing There is no online shop.
Measured through Analytics and attribution
Enquiries via the guide, assigned per channel and matched with the customer database
Example scenario: Fictional company and illustrative figures – no real customer or product data.
03 Focus
Different goals, different focus.
Upper OS does not use every area with the same weight. Choose a goal and see how the focus shifts.
- Search engine optimisation SupportingSupportingCore
- AI visibility LowLowSupporting
- Search advertising CoreCoreSupporting
- Display & Programmatic Advertising Not in focusSupportingLow
- Local marketing CoreNot in focusNot in focus
- Reputation & Review Management CoreSupportingLow
- Social media marketing LowSupportingSupporting
- Social advertising Not in focusCoreSupporting
- Video Marketing & Video Ads LowSupportingSupporting
- Content marketing SupportingLowCore
- Conversion optimisation SupportingCoreSupporting
- Email marketing LowCoreSupporting
- Marketing Automation & Customer Journeys LowCoreCore
- E-commerce marketing Not in focusCoreNot in focus
- Marketplace Marketing Not in focusCoreNot in focus
- Affiliate & Partner Marketing Not in focusSupportingLow
- Analytics and attribution CoreCoreCore
Experiments and A/B tests accompany every area. Focus shown for illustration. Upper OS derives it for each business from goal, market and data and adjusts it continuously.
Example scenario: Fictional company and illustrative figures – no real customer or product data.
Explore further
Let’s talk about your goals.
Tell us briefly what you want to achieve with your marketing.