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Case Study: Digital  Marketing Ways of Working
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Case Study: Digital Marketing Ways of Working

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Developing Global Digital Ways-of-Working for a leading FMCG Company

Developing Global Digital Ways-of-Working for a leading FMCG Company

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  • 1. Driving Scale, Efficiency and Collaboration in Digital Marketing Developing Global Digital Ways-of-Working for a leading FMCG Company This case study has been disguised to protect client confidentiality.Unleashing Global Marketing Potential™Digital Ways of Working Case Study • Page 1 Unleashing Global Marketing Potential™
  • 2. In Stakeholder Interviews, We Identified SeveralImprovement Opportunities in Digital Marketing “The Global Brand Teams “We don’t have clear ways are moving ahead without of working, we treat some “We stated our digital aligned strategies, with digital initiatives as global strategic intent, but don’t various agencies and ad campaigns, but many have a plan to get there” conflicting briefs” fly under the radar” “The Global Digital Team is “There is little sharing among perceived as source of issues Global Brand Teams and countries and delays, not solutions” – and no simple way to do it” “What is the role of the “Countries are investing into “Skill levels differ across Global Digital Team? local technology solutions markets, all depending on To deliver scale through e.g. and workarounds to stay personal interest and technical integration?” current and in touch with immersion in the topic” consumers”Unleashing Global Marketing Potential™Digital Ways of Working Case Study • Page 2
  • 3. Among the Identified Issues, the Key PriorityWas to Improve the Global Digital Ways-of-Working Digital Strategy Scalability • Measurements • Digital Brand Purpose • … Identified Improvement Need Digital Ways of Working Role of the Global Digital Team Campaign Types Processes by Campaign Type Responsibilities by Campaign Type Focus of this Case Study Key Templates & Tools Decision Meetings and Exchange Forums Weekly, Monthly & Quarterly Meeting Cycle Digital Skills Identified Improvement Need Digital Marketing Module within Marketing Academy Digital Systems Global Content Management System Identified Improvement Need Global Website Analytics • Global Facebook AnalyticsUnleashing Global Marketing Potential™Digital Ways of Working Case Study • Page 3
  • 4. We Structured the Project in Four Phases,from Strategic Clarity to Process Embedding Identify Typical Develop the Detailed Define the Role of the Kick off the Global Deliverables and Key Processes Global Digital Team Embedding Campaign Types and Tools Clarity in Scope and Practical Approach to Workable Processes Embedding that Project Objectives Different Kinds of and a Simple Calendar Connects all Digital Digital Campaigns Approach PractitionersUnleashing Global Marketing Potential™Digital Ways of Working Case Study • Page 4
  • 5. First, We Defined the Role of the Global DigitalTeam Based on Digital Strategy and Benchmarking Educate and enable Create global digital local teams to develop campaigns? digital initiatives? Tomorrow? Tomorrow? Best Practice & Expertise HIGH: International team drives process, drives alignment between international and local initiatives, builds capability LOW: International teams ‘light-touch’ on Today process and alignment, local markets are left to develop, produce & execute Level of Global Creation of Content and AssetsUnleashing Global Marketing Potential™Digital Ways of Working Case Study • Page 5
  • 6. Next, we Segmented the Key Campaign Types andDeveloped a Modular Digital Campaign Process1. Defining the Campaign Types GLOBAL CAMPAIGN TYPE B CAMPAIGN TYPE C CAMPAIGN TYPE D CAMPAIGNS Consults from brief to GLOBAL DIGITAL execution and supports (Global team is copied Provides input … … TEAM the global brand teams on the brief) in areas 1, 2 and 3 Adapts the execution LOCAL DIGITAL / for the local market, Limited adaption … … Local team leads … BRAND TEAM ensuring touchpoint relevance and ….2. Building the Digital Processes per Campaign Type 1 Identify Need 2 Development 1 Identify Need 2 Development 4. Digital 5. Digital 4. Digital 5. Digital + 1. Campaign 1. Campaign 2. … 3. … Creative & Testing & 2. … 3. … Creative & Testing & Brief Brief Asset Develop. Research Asset Develop. Research 10. Campaign 10. Campaign 7. Country Roll- 7. Country Roll- Review & 9. … 8. … 6. … Review & 9. … 8. … 6. … Out & Adaption Out & Adaption Evaluation Evaluation 4 Execution 3 Production 4 Execution 3 Production Signed off by …. Signed off by …. Presented at Meeting … Presented at Meeting … Full Process and RASCI Simplified Processes for Non-Global CampaignsUnleashing Global Marketing Potential™Digital Ways of Working Case Study • Page 6
  • 7. Each of the Campaign Process Steps IsSupported With Clear Tools and Templates Disguised Illustrations e.g. e.g. e.g. Global-Local Toolkits for Campaign Evaluation Digital Briefs the new Meetings Templates Ownership, participants and regular guests Suggested Agenda Topics Outputs and Summaries Aligned with Global Brand Teams, “Meeting in a Box” Aligned with Global Brand Teams global advertising agency and with all required elements and Key Countries, to be digital specialists circulated after each initiativeUnleashing Global Marketing Potential™Digital Ways of Working Case Study • Page 7
  • 8. Additionally, We Created Meetings and Forums to Enable Global Digital Share & Reapply Key Topic Calls Digital Market Days Reapply Calls Digital Champions’ (Monthly) (Every two weeks) (Ad hoc, ca. monthly) Social NetworkGlobal BrandTeamsGlobal DigitalTeamLocal DigitalExperts Centered around a One-on-one Lead by the Global Internal social key topic or key consultancy Digital Team, one network that brand, e.g. technical between the Global country shares best connects digital developments or Digital Team and a practices with practitioners upcoming digital specific country prospective initiatives reapplication countries Continuous re-connection and sharing among all digital practitioners Unleashing Global Marketing Potential™ Digital Ways of Working Case Study • Page 8
  • 9. The Result: Global and Local Digital TeamsAre Enabled and Equipped to Move Forward Digital Strategy Scalability • Measurements • Digital Brand Purpose • … Digital Ways of Working  More clarity on roles and process Role of the Global Digital Team across all levels Campaign Types  Higher speed in digital execution, while keeping visibility for global marketers Processes by Campaign Type  Share and reapply to repeat successes, Responsibilities by Campaign Type not mistakes Key Templates & Tools  Improved brand consistency Decision Meetings and Exchange Forums  Allows usage of common tools & Weekly, Monthly & Quarterly Meeting Cycle platforms Digital Skills Digital Marketing Module within Marketing Academy Digital Systems Global Content Management System • Global Website Analytics • Global Facebook AnalyticsUnleashing Global Marketing Potential™Digital Ways of Working Case Study • Page 9
  • 10. Thank you NEW YORK AMSTERDAM 648 Broadway, Ste 502 Singel 540 New York, NY 10012 1017 AZ Amsterdam USA The Netherlands T: +1 212 358 9638 T: +31 20 330 2636 LONDON SINGAPORE 28-30 Little Russell Street 17A Duxton Road London WC1A 2HN Singapore 089483 United Kingdom Singapore T: +44 207 831 8444 T: +65 6221 3693 TOKYO World Udagawa Bldg 6F 36-6, Udagawa-cho, Shibuya-ku Japan T +81 3 6855 7845 info@effectivebrands.comUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 10 Unleashing Global Marketing Potential™

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