A Complete Digital Marketing Strategy for Fujifilm Print EMEA

Their Objectives

WRD and Fujifilm Print EU have worked together on a wide range of digital marketing, lead gen and web development projects since 2017 leading to an impressive number of sales across Europe for the organisation. WRD supplies the team at Fujifilm Europe with ongoing SEO, CRO, multilingual PPC campaigns, website maintenance and web development services, with the core KPIs being ongoing increases in demo requests, sample print requests, MQLs and sales.  

Over the years Fujifilm Europe has invested considerable budgets into its digital marketing and lead generation strategies, which deliver excellent ROI when compared to other channels/investments (e.g. exhibitions, print, media, email marketing etc.). 

This investment in digital had provided WRD with the ability to maximise the Power of Inkjet site’s potential over the years, however a rapidly ageing site architecture, and outdated content meant that in 2022, the time had come to take the site to a new level. 
 
WRD pitched the concept of a new site, with totally updated designs, UX, messaging, and brand imaging to the team at Fujifilm Europe. The new design (created by Milestone Creative) was well received and WRD commenced the project to bring the designs to life.  

What we Did

After the site was migrated, developed, and successfully launched on its new home https://print-emea.fujifilm.com/. WRD initiated the initial onsite optimisation and content development.  

The site reacted well to these changes, with solid growth, and no post launch technical or SEO issues, but after a few months we noticed the growth wasn’t sustained and had slowed.  

Historically subdomains were seen as a useful tool for SEO. In theory (and according to Google’s own documentation and support information) the subdomain should be seen as a stand-alone website by Google, whilst still benefiting from the brand awareness and domain authority of the parent domain, but our initial data and research proved otherwise. 

We also noticed that the subdomain struggled to rank (or was simply ignored by Google) for similar search terms that the parent domain ranked for. This indicated that, despite Google’s statements to the contrary, it was treating the subdomain and the root domain as the “same” site and avoiding ranking both within the same SERPs pages. Basically, it was choosing one site or the other to include, which was having a negative impact on the performance of the new site in non-brand organic product rankings.  

This led the team at WRD to consider moving from a Fujifilm.com subdomain to a standalone dedicated domain. 

Following extensive further research and data analysis, we made the bold decision to move the site to the new domain https://fujifilmprint.eu/, the impact was almost instant. Organic search traffic and rankings skyrocketed.  

Web Design, Web Development and Optimisation

The older Power of Inkjet Fujifilm Graphics showcase website was historically used as the primary destination for all European marketing campaign traffic (search, email marketing, print, PPC & social) however, the site was very slow, unresponsive, was not mobile friendly and performed very poorly in the search engines. WRD rebuilt the website from the ground up in 2018, significantly improving its speed, its mobile usability and focussed on considerably improving its performance in terms of user experience and conversion rates.

The site was fully optimised for search engines focussing on rankings for highly relevant search terms that indicated the user had a transactional intent (e.g. they were not simply looking for images of printers, generic information on inkjets or home printers, but were actively engaged in the research/purchase phase of their search journey and were specifically looking for relevant products).

As a result, organic search rankings for target terms improved significantly, organic traffic levels increased (and continued to grow) and engagement rates from search visitors were significantly enhanced (more time on site, more pages per visit, increased downloads, increased enquiry form completions etc.).

The site performed a critical and effective role in Fujifilm marketing campaigns over the coming years, and also acted as a valuable resource to the commercial inkjet printing industry, whilst feeding valuable data into the Fujifilm CRM systems and generating highly valuable leads and enquiries for the business.

However by 2022 it had become apparent that it was time for a design refresh, an updated site architecture, and improved functionality.

European Strategic Campaign Planning, Consultancy & Execution

WRD has provided Fujifilm with consultancy, advice, strategy and planning across all of its European digital activity since 2017 and helps to shape and develop the approach and efficiency of the brand’s digital marketing campaigns and activity.

WRD hosts a number of Fujifilm web properties, manages domain names for campaign landing pages, maintains its web properties (including websites and landing pages) and provides CRO and search engine optimisation across all product landing pages.

WRD also works on the core Fujifilm European website providing optimisation, CRO, user experience, campaign planning and sales funnel consultancy in order to optimise the entire length and breadth of the Fujifilm EU Graphics Systems digital activity.

Utilising this approach, Fujifilm achieve a much more effective and consolidated approach to digital marketing, rather than the piecemeal approach it had employed historically.

Paid Advertising

The Google Ads PPC campaign was rebuilt from the ground up in 2017, based on market and prospect intelligence gathered by WRD during collaborative sessions with key Fujifilm stakeholders.

The scope of the PPC campaigns was significantly more focussed in order to avoid budget wastage on irrelevant advertising clicks, and WRD worked with Fujifilm to design, develop, optimise and launch campaign landing pages that delivered excellent conversion rates across multiple channels. WRD also built and launched localised and translated PPC campaigns across 10 European countries in order to generate in-country leads and build audience engagement

Campaign performance metrics increased significantly, including higher click-through-rates, lower cost-per-click costs, increased conversion rates, improved ad positions and lowered cost-per-acquisition.

WRD also created and managed Remarketing ad campaigns focussing on users to prime Fujifilm digital platforms (e.g. landing pages, websites), demographically targeted social media advertising campaigns and Display campaigns across a wide range of third party websites.

WRD continues to deliver paid media activity across Europe for Fujifilm, delivering some of the best ROIs the organisation has ever seen.

The Evolution of a Comprehensive Digital Strategy

This case study illustrates the evolution of a digital marketing campaign, and the results an enterprise organisation can achieve if it approaches digital as an ongoing project, focussed on constantly delivering improving results.

From taking over the Power of Inkjet website in 2017, to rebuilding it in 2018.

Revising and relaunching a huge range of Google Ads campaigns, across multiple territories, in multiple languages and rolling out a full spectrum of SEO activity in 2018, both of which delivered massive increases in non-brand visibility, enquiries, and MQLs.

Moving the organisation onto a newly designed, cutting edge, website, and revising the entire website’s architecture in 2023.

Identifying technical issues with Google’s view of the subdomain approach and taking the bold step to go against Google’s own support documentation to move the new site onto a dedicated domain in 2024, with outstanding results.

WRD have over 20 years’ of experience of delivering results in digital, talk to one of our lovely team if you’d like to find out how we can help you step up your game and woo your prospects.