Digital Marketing Case Study + 2013 Consortium Details
 

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Sample slides from our latest research on Mastering Digital Marketing Structure and Strategy and how it helped the commissioning client transform their multi-channel marketing function. Early ...

Sample slides from our latest research on Mastering Digital Marketing Structure and Strategy and how it helped the commissioning client transform their multi-channel marketing function. Early registration for the 2013 Digital Marketing Consortium offers a lower investment plus the ability to give your insights into the 3 studies that we will conduct throughout 2013 - for a fraction of the cost to commission 1 full study. All industries are invited, and we will have potential segmentation by industry for some or all of the 3 studies.

How to Register? Other Questions? Give us a call or simply fill in the "Get in touch" form and we will be in touch to discuss further.

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Digital Marketing Case Study + 2013 Consortium Details Presentation Transcript

  • 1. Best Practices, LLC Digital Marketing – Accessing Intelligence Our company works on the principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class organizations. • 400,000 Business Professionals • 86% of Fortune 100 Companies • $40 million in proprietary benchmarking analysis, insights and findings Digital  Brand  Market  Regulatory  Competitive  Marketing Management Research Affairs IntelligenceCopyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 2. Best Practices Digital Marketing Consortium Our business model is geared to address your critical issues. You set the research agenda. We design and deliver benchmark tools across many different companies to identify your specific performance gaps and growth opportunities. How do we make the most of Digital Marketing? Learn Objectives Structure Success Compare • How do you  • What is the  • What are the  align your  optimal  attributes of  Digital  structure for  successful  Marketing  Digital  Digital  Decide strategy to  Marketing  Marketing  Company  Success? Professionals? Objectives? ExecuteCopyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 3. Best Practices Digital Marketing Consortium Find out why the consortium will be helpful for you: Research and Insights Advisory Support Consortium • Customized Analysis of how these  • Ongoing support from your BP  Offerings: insights affect your organization  Advisory Team to help you  moving forward understand how to incorporate the   Participate in 3-part • Customized Executive summary to  findings. series on Digital provide to your team or to help build  • The ability to have our team  Marketing Excellence the business case for change. personally advise you and your  team to help develop your strategy   Virtual Briefings by based on your customized results.  Digital Marketing A deeper, richer analysis Live and Online Learning  Executives from leading companies • Not only are your insights  Events personalized, all members of the  • Scheduled learning sessions where   3 Report Deliverables consortium will receive analysis that  you and executives can probe for  throughout the Year comprises intelligence from in depth,  further insights on the data you  intensive interviews with key digital  receive  Customized “Health” marketing executives Check within Each • Conveniently scheduled so that  Report you or a member of your team can  attend  Access to Best Theme Creation Executive Networking Practices Research Advisors • You help create the path of the study. • Access to leading peer executives  • Your main issues become our main  from around the world who you   Monthly Newsletter issues as we look to you for guidance  can share and learn best practices  collecting key Insights on how we look to find the  from from the World of information important to you Digital MarketingCopyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 4. Mastering Digital Marketing– Project Methodology Here’s How We Helped a Previous Digital Marketing Client: Client Issue: This research was designed for our client to probe winning strategies for digital marketing and the different ways of structuring digital marketing groups in companies of different sizes with global service requirements. Field Research Process Best Practice Lessons Learned Project Shaping Benchmark Survey Blueprint for Interviews Excellence• Identify industry • Engineer key issues • Conduct interviews • Integrate qualitative business Issue into operational with high performers & and quantitative• Identify industry needs questions with leaders of failed insights & objectives • Combine performance launches • Conduct Analysis metrics with process • Probe soft factors that • Prepare key• Articulate key issues to drive success and recommendations probe in field research • Engage many failure • Integrate “best of the• Scope and scale companies • Process insights best” practices project • Engineer for ease of • What would you do • Identify key pitfalls to• Engage all constituents response differently? avoid failure • Use to screen higher • Lessons Learned • Share lessons learned performersCopyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 5. Mastering Digital Marketing – Universe of LearningCopyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 6. Mastering Digital Marketing – Client Issue The Client Must Do More with Less as Their Investment Levels Stagnate Compared to the Benchmark Class How has your investment changed over the How will your structure change over the past two years? next two years? 0‐10%  Decrease 3% 0‐10%  Our Client Our Client Decrease 12% No Change No Change 19% 15% More than  10%  More than  Growth 10%  0‐10%  50% Growth 0‐10%  Growth 53% Growth 25% 23% (n=34)Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 7. Mastering Digital Marketing – Sample Recommendation Outsourcing is a Cost Management Opportunity for the Client Competitors outsource nearly 30% on average Our Client 100% % Insourced % Outsourced 100 % 75% 66% 47% 28% 29% 10% 0% 0% 75th Percentile Mean Median 25th Percentile (n=8) Mean (n=35)Copyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 8. Mastering Digital Marketing – Sample Insight Benchmark Class Trending Towards Centralized Structures for Increased Effectiveness Percentage of Respondents Rating Each Structure “Highly Effective” for Each Category: Centralized CoE Decentralized Hybrid A Hybrid B Blogs 40% 0% 11% 11% 50% Corp. Strategy 53% 20% 0% 0% 33% Digital Analytics 27% 25% 0% 0% 0% Bus. Unit Strategy   42% 20% 0% 0% 17% Email Marketing 33% 100% 18% 20% 20% Mobile Technology 29% 0% 0% 0% 25% Online Content  Development 64% 0% 8% 10% 17% Online Videos 42% 0% 0% 0% 29% Press Releases 53% 60% 0% 0% 25% SEO 56% 40% 14% 14% 33% Social Media 50% 0% 0% 0% 29% Webcasts 56% 33% 8% 10% 0% - Most Effective Structure per CategoryCopyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 9. Mastering Digital Marketing – How Best Companies Succeed Organizations struggle to find correct balance between centralization and decentralization Centralized CoE Hybrid Decentralized - Elite Performing Segment VOICES FROM THE FIELD “Customers need language, promotional  Lessons from Elite Performing DM Groups: offers, and lifestyle images customized by  country.  1 Innovative organizations tend to be more centralized – and focused But they do not need differing websites or  marketing vehicles by country.  It is more  2 Deeper use of tracking and metrics key to success of  efficient and brand savvy to use common  DM activities source messaging, images, product copy and  video for multiple vehicles (online, email,  social, etc.) than to create by vehicle.   3 Patterns which emerge in high‐ performing                                                                 organizations include:  Leaders need to value and recognize  •Greater investment in Digital Marketing operational efficiency for the organization to  •Higher  leadership reporting relationships improve.” –Marketing Director, Elite Performing  CompanyCopyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 10. Turning Insights into Successful Opportunities & Strategies Our benchmarking research services provide clients with access and intelligence to achieve performance excellence. Using the winning strategies, lessons learned, and best practices of your competitors, your organization will achieve performance breakthroughs and become more productive and efficient. Review Insights  & Lessons  "The Best Practices research team was able to  Learned conduct this important field research rapidly and  with true global reach. The insights and findings  Align with  will help us to focus and accelerate our  Strategy performance management systems that are so  important to excellence."  ‐‐ Vice President, Top 20 Pharma Identify Key  Improvement  Areas Rank According  to Priority Outline Short‐ term & Long‐ term PlanCopyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 11. Best Practices Digital Marketing Consortium To learn more or to become an Early Advisor: Click on the Yellow “ ” Envelope Below Or Directly Contact: Marty Daniel Client Services Manager (919) 767‐9223 direct mdaniel@best‐in‐class.comCopyright © Best Practices, LLC  6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517  Ph.: 919-403-0251  www.best-in-class.com
  • 12. DIFFERENT BENCHMARKS YIELD DIFFERENT INSIGHTSBenchmarking is #1 Most Used Global Mgt. Tool (Source: Bain & Co. 2011 Mgt. Tools & Trends Census) • 1) STRATEGY 2) STRUCTURE 3) LEADERSHIP • 4) COST 5) INVESTMENT 6) BUSINESS ECONOMICS • 7) STAFFING 8) SKILLS 9) TALENT 10) SOURCING • 11) SERVICES 12) ACTIVITIES 13) IMPACT ANALYSIS • 14) TECHNOLOGY 15) INNOVATION 16) FUTURE TRENDS • 17) QUALITY 18) CYCLE TIMES 19) YIELDS 20) PRODUCTIVITY • 21) BEST PRACTICE INSIGHTS 22) PROCESS EXCELLENCE • 23) ANALOGS 24) LAUNCH PLANNING 25) LIFECYCLE INSIGHTS Marty Daniel, Client Services Manager (919) 767‐9223 direct mdaniel@best‐in‐class.com