four pillars of online success

Trying to capture and then optimise everything that goes on in the digital world for your business isn’t a simple process. In fact, this four pillars of online success document, which covers the best practice for online to offline success, has been revised over 200 times. The &Mine team use these 4 pillars to benchmark everything we work on, be it a social campaign or an eCommerce system, a CRM development or a advertising graphic. It is important to remember that any and every part of your digital presence should not sit in silos. Connectivity and convergence is the key to a competitive end-to-end digital ecosystem that will grow your business.

These four pillars of online success are the key elements of the digital ecosystem for any business, be it online, traditional or a hybrid of both. Each of the four pillars are divided into parts, all of which have plenty of detail behind them. We refer to these cornerstones in many of our presentations and meetings. For example, when we meet a new client and are trying to hone in on the particular services we should be allocating for their business – or for existing clients looking to develop the next stage of their digital success and where their priorities should be based on ROI. There is a short summary that follows the infographic below for each of the pillars. if you are interested in finding out more about online success and procuring, engaging, converting and refining traffic across your digital footprint.

Pillar One: Procure Traffic

Businesses are looking to procure the best quality traffic in the most cost-effective way possible. Digital advertising is one of many ways to attract traffic and is driven by the benefits of CPA (cost per acquisition). Digital has created a multitude of new channels for reaching audiences and permeated many of the existing channels. Tech has now enveloped TV advertising as well, with the trend for watching TV on demand and on personal devices growing. The tipping point in advertising was felt in 2015 when 50% of all advertising went digital. This shift represents a huge turnaround from the days of TV dominating ad spend, solidifying digital’s role in growing website traffic.

Pillar Two: Engage Users

Your online space is connected to countless channels within the digital world – with opportunities to grow your own network and develop your own channel. Blogs, email direct marketing, RSS feeds, Twitter, Facebook, YouTube, Instagram, Spapchat, Whatsapp and other social networking platforms are dominating parts of brand communication. So, too, are mobile vs desktop environments. Companies that successfully define themselves in the evolving digital space will be the ones whose online communication is transparent, trustworthy and adapts well to all devices. These companies will be first to grow online loyalty and impactful results.

Pillar Three : Convert Users

There are two essential components here to grow and maintain. Firstly, membership and loyalty and secondly, advocacy. Building on this, conversions and results are the goals. Key Performance Indicators (KPIs), specifically CPA aligned with sharp digital strategies, will increase membership, loyalty and advocacy with positive flow on effects, for example, sales growth. Businesses that recruit a results-focused digital agency will capitalise significantly from in-depth knowledge of the many existing and emerging opportunities in Pilar Three. This is especially true if your focus is on driving conversions which have a positive overall effect on your ecosystem and bottom-line, as opposed to individual goals that will not translate into real value over time, eg. long term sales.

Pillar Four: Constantly Refine

In the digital space, everything can be measured, analysed and refined. Digital optimisation provides an ultra-fast feedback loop, which in turn enables significant growth across KPIs and conversion goals. Switched on companies are turning their attention to digital and developing their own online armies of loyal clients and customers. With the right digital refinement strategies in place, you’ll have more knowledge and control over your business success than ever before. 

We are a Digital Agency who will help you convert your users into customers.

Michael Simonetti
Posted by:

Post Reads: 15.6K

Share this
Kristian Said :
"You are definitely ahead of the curve Michael seeing this was posted over 2 years ago now! great read, thanks Kristian"
Michael Simonetti Said :
"Thanks Kristian, appreciate the feedback :)"
Lauran Philipson Said :
"Good job!"
Cotton Bags Said :
"Big thanks for the efforts you have put into writing this article. Cotton Bags"

Trusted by

Bintani Australia
SunSense Digital Agency
LBG Australia and New Zealand
The University Of Melbourne
James Buyer Advocates
Marshall White
Bank of Cyprus
Brisbane Times
Street Kitchen
Atlantic Group of Companies
Natralus Australia
McArthur Skincare
Switzer Media+Publishing
Wild Rhino Shoes
CB Richard Ellis
Mamma Lucia
Sunday Creek
Magento Solution Specialist
Van Egmond Group
Craft CMS
POSTER Magazine
Catholic Insurance
Parker Lane
Fresh Cheese Company
Macmillan Publishing
National Relay Services
ADP Payroll
DUSA, Deakin University Student Association
Buy Aussie Now
Matchbox Homewares
Federation Square
Carlton Football Club
CSquared Executive
Tek Ocean
Sports Power
Melrose Health
Fairfax Media
Melbourne Central
Smart Company
Bondi Sands
Amino Active
White Suede
Arthur Galan
Aqium Gel
One Shift
Unsw Australia
Think & Grow Rich Inc
Rock Pool Group
Positive Poster
Grow Your Business
131 Pizza
NMI Insurance
Madman Entertainment
Celebrate Health
Palace Cinemas
Melrose MCT
Acquia Certified Site Builder Drupal
Moov Head Lice
Passage To India
Victorian Government
Arc One
QV Skincare
DeeWhy Market
Melbourne Sports and Aquatic Centre – MSAC
Ubertas Group
Boston Consulting Group
Instant RockStar
Federation University Australia
Australian Government
Watches of Switzerland
Australian Organic Food CO
CAN- Common Wealth Bank
Plan It Sync It
Engineers Without Borders
Mecca Brands
The Age
SMH – The Sydney Morning Herald
Australian Anthill
Loan Market
RMIT University
Associated Press
Melbourne Heart
SwinBurne University of Technology
High Street Armadale
OMS – Order Management System
ISO Certified
Hairhouse Warehouse
Bulk Nutrients
The Fortune Institute
Toy World
Castran Gilbert
Dial Before You Dig
Vendor Advocacy Australia
21st Century Australia Party
Tomorrow Stars Basketball
Etihad Stadium
Viktoria & Woods
Passage Foods
Engine Swim
The Burger Cheese
Adobe Professional
The Canberra Times
Royal Freemasons
Australian Physiotherapy Association
Dinosaur Designs
Focus On Furniture
GPT Group
Microsoft Certified Azure Fundamentals
Florsheim Shoes
Cronos Australia
Green St Juice CO
Ego Pharmaceuticals
Grays Ecommerce
Oakdale Meat Co
Heat Holders
National Museum of Australia


Not only is Michael professional but he is also a great friend to have in your court. He is balanced in his advice, fair in his quotes and has the best twitter feed for all things tech - i highly recommend you follow him and also hire him! Clare Smith, GM – Brand & Marketing Communications at Sensis

More Testimonials