This document summarizes a workshop on conducting a digital audit. The workshop overview explains that a digital audit methodology involves assessing four key areas: advertising and promotion, websites, technology, and vendors. The goals are to identify cost-cutting techniques and understand a company's entire digital ecosystem. The presentation provides background on the rapidly evolving digital landscape and challenges of managing a digital operation. It then describes East Coast Catalyst's audit framework and approach, and includes a case study example. Key takeaways emphasize focusing an audit on areas like paid advertising, vendor management, and staffing, and ensuring executive support, stakeholder buy-in, and realistic scoping.
https://genm.co
This presentation gives a brief facts and overview of why your brand/business should use social media marketing and why it is valuable and important for marketers.
Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
https://genm.co
This presentation gives a brief facts and overview of why your brand/business should use social media marketing and why it is valuable and important for marketers.
Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
Top Social Media Marketing Trends to Follow in 2023Jomer Gregorio
2023 is here and it's time to take your social media marketing strategy to new heights. From Tiktok's domination to the growing popularity of live videos, our article covers the top social media marketing trends you need to know to stand out in this crowded space. Keep your brand ahead of the curve by checking this presentation.
Full blog here - https://whitelabelseoagency.net/top-social-media-marketing-trends-to-follow-in-2023-infographic/
An introduction to email marketing. The presentation provides an overview of email as a marketing tool and looks at the trends, pitfalls and best practices currently employed.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
Digital Marketing Strategy: A Plan of action to achieve our defined marketing goals for business. Every company must follow a digital marketing strategy to promote their business.
Digital Marketing Strategy Framework
To create a good digital strategy we must understand the client business and goals of business.
Prepare plan for at least for 3 months to 1 year, so digital marketing team can have a proper framework to implement various digital strategies.
A comprehensive plan is required for following strategies
> SEO
> Google Ads
> Social Media Marketing
> Email Marketing
> Inbound Marketing
Call us on 9052425444 for learning digital marketing course.
Mix Digital is a full service digital marketing agency expertising in digital marketing strategy, social media marketing, web design & development, search marketing. We helps brand interacting sustainably with target audiences via digital platforms
Process to create a best digital marketing strategy.
4 Step Process - To Create Best Digital Marketing Strategy for 2018.
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Step 1 : Define your Goals and Objective of strategy
Step 2:Analyse every area of the business
Step 3:Creating Effective Plan
Step 4:Measure every actions
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Plan your digital Marketing strategy
Website Optimization Tips
Learn how to advertise online on Google, Facebook, Instagram, Linkedin
Analyze your data and know what's working
Test and improvise for result
Case Studies
=======
People are on more than 1 platform. So you need to be where they are.
Their time is spent on multiple apps. Their Attention span is decreasing
In UAE, there are 3.1 connected devices per person
30% of searches happening are with location keywords
88% in UAE access the internet daily ( Source google consumer barometer )
96% of UAE use internet via Mobile.
Means, they want quick information. They want it NOW
People expect to get products and services immediately
======
Google Search - If they are searching for you. They are looking for you
Youtube Ads - Good place to share your story with video and be in their minds
Display Ads - Banner ads on multiple websites, good for awareness
Mobile Click to call ads are good for direct response ads
High Qualified Leads, if done right.
======
Google My Business - Local Business.
User Google Keyword Planner, uber suggest tools to find what people are searching about your services.
If there is high amount of search happening, then blog about it.
Create fresh, relevant & useful content / blog once a week.
Make sure to have Good Title of your blog ( Meta Tags )
Build Backlinks using Buzz Sumo
Check your website strengths & weakness using the free tools
======
Blog every week once. Research your topics in demand and blog
Content form = Text, Infographics, Video.
Republish that content on social media.
Get your friends and staff to share the content.
Email the valuable content to your email list.
Measure the engagement and boost post good ones on social media
Repeat
=====
Which audience worked - Age, Gender, City, Job Title, Interest, custom audiences
Which Placement type worked - Facebook / Instagram / Audience Networks
Which Ad creative worked - Single Image / Carousel / Video
Which Device type worked - Mobile / Desktop / iOS / Android
What time of day or day of the week worked.
Which landing page worked better. Or was it the offer
Analyze the above and optimize
Leads Dubai is a Lead generation company in UAE. We try to learn more about digital marketing and help our clients win.
http://leadsdubai.com/digital-marketing-strategy-budget/
Online Marketing, Google, Youtube and Facebook Advertising by ghanchimedia.comGhanchi Media
Ghanchi Media was established in 2012. Our specialization in Google, Facebook and youtube advertising, Media Planning, Media Designing, Media Advertising, Media Managing, Internet marketing, promotion, Graphic & Web Designing, Web development, 3D Interior/Exterior Designing and Wall painting Advertising of your products are key requirements to your exploration and entry strategies for markets. Our services include developing, multimedia presentation and websites. Our services facilitate you to communicate with your target market.
Top Social Media Marketing Trends to Follow in 2023Jomer Gregorio
2023 is here and it's time to take your social media marketing strategy to new heights. From Tiktok's domination to the growing popularity of live videos, our article covers the top social media marketing trends you need to know to stand out in this crowded space. Keep your brand ahead of the curve by checking this presentation.
Full blog here - https://whitelabelseoagency.net/top-social-media-marketing-trends-to-follow-in-2023-infographic/
An introduction to email marketing. The presentation provides an overview of email as a marketing tool and looks at the trends, pitfalls and best practices currently employed.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
Digital Marketing Strategy: A Plan of action to achieve our defined marketing goals for business. Every company must follow a digital marketing strategy to promote their business.
Digital Marketing Strategy Framework
To create a good digital strategy we must understand the client business and goals of business.
Prepare plan for at least for 3 months to 1 year, so digital marketing team can have a proper framework to implement various digital strategies.
A comprehensive plan is required for following strategies
> SEO
> Google Ads
> Social Media Marketing
> Email Marketing
> Inbound Marketing
Call us on 9052425444 for learning digital marketing course.
Mix Digital is a full service digital marketing agency expertising in digital marketing strategy, social media marketing, web design & development, search marketing. We helps brand interacting sustainably with target audiences via digital platforms
Process to create a best digital marketing strategy.
4 Step Process - To Create Best Digital Marketing Strategy for 2018.
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Step 1 : Define your Goals and Objective of strategy
Step 2:Analyse every area of the business
Step 3:Creating Effective Plan
Step 4:Measure every actions
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Plan your digital Marketing strategy
Website Optimization Tips
Learn how to advertise online on Google, Facebook, Instagram, Linkedin
Analyze your data and know what's working
Test and improvise for result
Case Studies
=======
People are on more than 1 platform. So you need to be where they are.
Their time is spent on multiple apps. Their Attention span is decreasing
In UAE, there are 3.1 connected devices per person
30% of searches happening are with location keywords
88% in UAE access the internet daily ( Source google consumer barometer )
96% of UAE use internet via Mobile.
Means, they want quick information. They want it NOW
People expect to get products and services immediately
======
Google Search - If they are searching for you. They are looking for you
Youtube Ads - Good place to share your story with video and be in their minds
Display Ads - Banner ads on multiple websites, good for awareness
Mobile Click to call ads are good for direct response ads
High Qualified Leads, if done right.
======
Google My Business - Local Business.
User Google Keyword Planner, uber suggest tools to find what people are searching about your services.
If there is high amount of search happening, then blog about it.
Create fresh, relevant & useful content / blog once a week.
Make sure to have Good Title of your blog ( Meta Tags )
Build Backlinks using Buzz Sumo
Check your website strengths & weakness using the free tools
======
Blog every week once. Research your topics in demand and blog
Content form = Text, Infographics, Video.
Republish that content on social media.
Get your friends and staff to share the content.
Email the valuable content to your email list.
Measure the engagement and boost post good ones on social media
Repeat
=====
Which audience worked - Age, Gender, City, Job Title, Interest, custom audiences
Which Placement type worked - Facebook / Instagram / Audience Networks
Which Ad creative worked - Single Image / Carousel / Video
Which Device type worked - Mobile / Desktop / iOS / Android
What time of day or day of the week worked.
Which landing page worked better. Or was it the offer
Analyze the above and optimize
Leads Dubai is a Lead generation company in UAE. We try to learn more about digital marketing and help our clients win.
http://leadsdubai.com/digital-marketing-strategy-budget/
Online Marketing, Google, Youtube and Facebook Advertising by ghanchimedia.comGhanchi Media
Ghanchi Media was established in 2012. Our specialization in Google, Facebook and youtube advertising, Media Planning, Media Designing, Media Advertising, Media Managing, Internet marketing, promotion, Graphic & Web Designing, Web development, 3D Interior/Exterior Designing and Wall painting Advertising of your products are key requirements to your exploration and entry strategies for markets. Our services include developing, multimedia presentation and websites. Our services facilitate you to communicate with your target market.
We, P.S. Engineering Works, established our presence in 1980 as the leading manufacturer, supplier, trader, wholesaler and service provider of Tents, Advertising Boards, Stands and Fabrication Services. Our most appreciated products are Advertising Tent, Promotional Tent and Fancy Tent. These products are highly regarded for being exceptional in strength, durable, water-proof, resistant to corrosion and cost-effective.
Accelerating ABM Impact: The Case for a Blended ApproachITSMA
The movement of Account-Based Marketing (ABM) from marginal to mainstream has been dramatic. Pioneered in the early 2000’s by a handful of large technology and B2B services organizations, ABM has now taken center stage with B2B marketing organizations of all shapes and sizes.
As with many rapid moves into “the next new thing,” however, ABM is also subject to a great deal of confusion and disagreement. Is it best suited for acquiring new clients or expanding within existing accounts? Is it mostly for large enterprise accounts or a broader set of clients and prospects? What tools and tactics are best? Is sales collaboration truly necessary or can marketers mostly go it alone?
The reality is that different approaches to ABM have emerged over the last few years and not everyone is speaking the same language. Companies are moving ahead with different types of ABM objectives, strategies, and initiatives.
Research confirms that companies are finding success with different approaches but also leaving significant opportunities on the table. In response, some of the most successful ABM practitioners are now moving to a blended approach, managing several different types of ABM at the same time with different groups of accounts.
This eBook, jointly produced by ITSMA and Demandbase, is designed to help marketers to pull together the different strands of ABM and make the case for a blended approach. The eBook explains the three main types of ABM that companies are implementing today, why they all have their place in an integrated strategy, and how best to utilize them to provide both breadth and depth with marketing coverage of your most important clients and prospects.
ITSMA Survey Transforming Marketing for the Digital Future: Six Areas of Chan...ITSMA
B2B marketing leaders are moving aggressively to transform their organizations for the digital future.
This ITSMA report, based on interviews with 39 senior marketing leaders from 36 large technology, telecom, and business services firms, documents the current state of marketing transformation and the six key areas of organizational change.
Most important, the report highlights the fact that most companies do not currently have a documented strategy, plan, or framework for transformation, despite the sense of urgency among the survey participants.
Based on the research, ITSMA identified six critical areas of change:
Role of marketing
Thought leadership and content
Sales relationship
Technology infrastructure
Data, analytics, and insight
Organization and culture
Further, the report introduces ITSMA’s Marketing Transformation Maturity Model that marketing leaders can use to guide their strategy, as well as five key challenges to overcome along the way. It also includes examples from five companies leading the way with marketing transformation: Juniper Networks, IBM, Pivotal, Optum, and Cognizant.
Methodology
39 qualitative phone interviews with marketing leaders representing 36 companies
Interviews 30 minutes in length
Conducted during April and May 2017
Geos represented: US, Canada, Europe, Asia/Pac
Digital Gateway is the Digital Marketing Agency. we have mention Everything in this Slide Please have a look. for any query text us on skype : Elaborationindia
We have rounded up the Top 10 inspiring Zappos customer support stories that will challenge businesses how to become better at offering first-rate customer service experience. Read more about these stories here: http://goo.gl/PPY7Or
AI and Machine Learning Demystified by Carol Smith at Midwest UX 2017Carol Smith
What is machine learning? Is UX relevant in the age of artificial intelligence (AI)? How can I take advantage of cognitive computing? Get answers to these questions and learn about the implications for your work in this session. Carol will help you understand at a basic level how these systems are built and what is required to get insights from them. Carol will present examples of how machine learning is already being used and explore the ethical challenges inherent in creating AI. You will walk away with an awareness of the weaknesses of AI and the knowledge of how these systems work.
An Anatomy of a Digital Audit (Digital Marketing Audit)Tim Bourgeois
Digital operations are complex and sprawling ecosystems that have grown disproportionately over the past decade. To ensure digital investments are optimized, companies are increasingly turning to digital audits to assess digital performance. This presentation summarizes key themes and takeaways from the "Anatomy of a Digital Audit" workshop at the Gilbane Conference by Tim Bourgeois, digital strategist at East Coast Catalyst.
The state of marketing measurement, attribution and data managementClark Boyd
This presentation will reveal exclusive new findings from a survey of leading marketers, including:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement from Fospha
The Age Of New Reality Marketing V5.1 FinalTony Mooney
It\'s been a bug-bear of mine for many years that the average marketing skill set has not moved on very much from the 1960\'s model of 4 \'P\'s (Product, Price, Promotion, Place). Or that marketing is still largely synonomous with advertising - and spam advertising at that. This is a presentation I did to a marketing forum out in Singapore, where I\'ve tried to outline the new capabilities of the marketer of the 21st century. I also postulate the (controversial) perspective that a chunk of this new capability - especially around data and decisioning - might be better out sourced, leaving the internal marketing skills to be concentrated on strategy and proposition. See what you think. [Sorry you won\'t have my spoken narrative just yet but the slides are reasonably self explanatory]
Conversant seven myths that senior marketers need to stop believingJim Nichols
Seven of the biggest digital myths that hold brands back from generating stronger ROI. Entertaining and easy to read, with concrete advice on the right way to approach new digital challenges.
Marketing and CRM are shifting from classic campaign management to an engagement-focused initiative, making it a multi-touchpoint and cross-functional challenge. Learn how to become super-efficient and generate engagement uplifts north of 100% with Nexus' Managing Director Nils Weber.
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
Defining and understanding digital transformation and the marketing role. How can marketing drive transformation? what are the tasks, strategies and things that can help.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Search marketing continues to grow in importance as an advertising channel for businesses of all kinds. Even during the past 12 months, as the Great Recession has taken its toll on other advertising channels – from display to TV, and most decidedly to print – search advertising has continued to grow. As the paid search advertising market has grown and matured, the cost of entry for new players has increased, and for those who have been doing search for some time, the cost of being successful and driving optimal results from paid search continues to go up. The sophistication of the market requires constant investment.
Advertisers have several choices as to how they choose to deal with building and maintaining their programs, each with different pros and cons:
• Hire a search agency – according to Forrester Research, approximately 52% of companies elect to leverage agencies to do their paid search work, with that percentage increasing as more money is spent
• Manage in-house – this is most common in retail and travel, as well as with small and mid-sized firms
• Build-Operate-Transfer (BOT) – a hybrid model by which advertisers begin with an agency, with the intention of managing risk until the program can be brought in-house in order to manage costs more effectively
The webcast will go through each model, as well as discuss the technology, skill sets, and processes needed to have a successful paid search program.
Growing Bio-pharma Digital Marketing Impact by Digitizing Launch, Developing ...Best Practices
It has become quite crucial to identify the drivers of digital marketing performance excellence in the health care industry which will enable companies to gain valuable customer insights, build effective relationships, leverage online media, and maximize revenue.
Best Practices, LLC undertook this benchmarking research to provide critical insights into how savvy bio-pharma digital marketers are enhancing the medical and commercial potential of new products, improving alignment with brand teams, acquiring and training new digital marketers, managing service delivery for key programs and optimizing insource vs. outsource mix.
Download Full Report: http://bit.ly/2gnXrIu
It can be an exciting thing, starting your own business. But like many others who have begun their own startup companies, it soon becomes apparent how daunting it can be to make the company a success, or even just to keep it going. For those that do have startup companies, it can be a tricky thing to market the business and make it grow. That can be said of any new business, but particularly of small startup businesses. To help, here are a few top tips in digital marketing to help you to grow your startup.
3seven9 are an award-winning digital agency. We create exciting branding & design, innovative websites & apps and engaging digital marketing programmes to enhance business performance.
We solve business problems with smart technology!
Does your website improve your business?
Only 19% of businesses rated their website proficient at driving sales*
Misaligned to sales cycle
Missed opportunities with mobile device market
Lack of automated marketing facilities
Little integration with social presence
Minimal reporting on site effectiveness
Static, dated with little steer for progression
Do you know the most effective way to reach and engage your prospects?
Companies rank “management support and resources” as their top challenge to successful integrated campaigns.*
Fragmented audience across many channels
Weak strategy and approach
Uncertainty on best combination of digital channels to use
Attribution knowledge gaps
Does your technology bring your clients closer?
74% of businesses want to increase customer engagement*
Poor online customer experience
Lack of engaging client content
Restricted digital sales tools
Time wasting internal business processes
Outdated, inconsistent and unconvincing marketing tools
Poor internal buy in of new initiatives
Why would your customers buy from you?
Lack of meaning and accurate reflection
Confusing company identity
Disconnected company campaign branding
Poor alignment between internal and external brand perception
Lack of unique selling points against competitors
Poor customer communication of your brand
Is your lead nurturing working?
79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance*
Content assets aren’t connecting to your audience
Sales and marketing teams creating content in isolation
Unable to measure content effectiveness with client interaction
Content creation unstructured
What are your clients saying online?
31% of customers post online following inadequate customer service*
What is the industry talking about?
What Social ROI are you returning?
How does the market really perceive you?
Where are the industry communities?
Who influences your clients?
What social strategies do your competitors use?
Which business problem do you need solving?
Getting Started with Online-to-Offline Measurementbrandonwishnow
Although most marketers would agree that online-to-offline measurement is important for the future success of their business, it’s hard to know what steps to take to adopt this strategic initiative.
Ovative/group has found that when done correctly, online-to-offline addresses many of the most complex business problems by providing answers to questions such as: What is the impact of an online visit on offline sales? Does this impact vary by category or product type? What marketing channels influence offline most? And, can I use these channels to drive offline acquisition?
But how do you get started and ensure online-to-offline is a success for your organization? After attending this webinar featuring Ovative/group and LiveRamp you’ll understand:
– Why online-to-offline is important and how to prioritize it among other strategic initiatives
– Who within your organization needs to be involved and how to structure your team
– What technology is required to build online-to-offline measurement capabilities
– How to make digital marketing decisions based on enterprise metrics
Similar to Digital Marketing Audit Template (2016) (20)
Navigating the multi-channel and marketing technology landscape is an ongoing challenge. This presentation provides a unique perspective for considering the issues and navigating the market.
About East Coast Catalyst (Prepared by Tim Bourgeois)Tim Bourgeois
East Coast Catalyst is a digital consultancy specializing in strategy, marketing audits, and reputation management advisory services. Founded in 2010, the firm is located in Boston.
Web Marketing & Strategy Audit: What, Why & How? Tim Bourgeois
Web strategy-related expenditures at companies can total as much as 20% of all operational costs at companies nowadays -- when factoring spending on web technologies, interactive marketing, and staffing into the mix -- yet few organizations apply a structured approach to regularly analyzing digital strategy performance and ROI. East Coast Catalyst's Digital Strategy & Marketing Audit helps companies understand their digital strategy expenditures, associated ROI, and identify areas for cost savings and performance improvement. This presentation offers background information on this ECC offering and its components.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
3. 3
Workshop Overview
Marketing management has never been so exciting -- or daunting. The
proliferation of digital tactics and lightweight technology has cleared the
path for us to take genuine ownership of our operations, and be less reliant
on other areas of the organization to do our jobs. While this new reality is
empowering, it also comes with challenges. Indeed, today's senior marketing
manager is not only tasked with traditional responsibilities such as brand
shepherding and lead generation, but also line items such as data analysis,
technology portfolio optimization, and vendor relations.
The session will explain a comprehensive 30-point methodology for conducting an
assessment, with specific focus on the following four areas of the marketing operation:
• Advertising & Promotion: digital media (search, display / banners, classified, mobile, digital video, lead
generation, sponsorships), organic search marketing, content marketing, social media, email marketing
• Websites: copy, images, video / animation, landing pages, microsites, search, live chat, blogs
• Technology: marketing automation, content management, analytics, and data management
• Vendors: even mid-sized digital marketing operations often have 10+ vendors involved in maintenance
and optimization
4. 4
Workshop Goals
• Leave the session with 4-5 practical techniques for meaningful cost-
cutting or ROI improvement
• Develop an understanding of the entire digital ecosystem and how an
audit could be pursued at your own organization
Most digital audits are focused on the following areas of emphasis:
Cost-savings: “Our spending on digital advertising, staff, and technology has
doubled in the past three years, and we need to find ways to get spending
under control.”
Performance improvement: “Our digital strategy is critical to the long-term
health of the business and we need to make sure our digital investments are
optimized.”
Competitive benchmarking: “We know we’re at a competitive disadvantage
due to our digital strategy and we need to understand the precise pain points
and how to respond.”
20. 20
Traditional Corporate Org Structure
The traditional,
function-based
structure of
corporations
doesn’t
accommodate
successful digital
business, which
cuts across
multiple
functional areas.
22. 22
Why The Need for a Digital Audit & Roadmap?
Executing successfully on digital strategies has never been more challenging. While the
rapid proliferation of digital technologies and techniques over the past decade has
fueled the growth of an exciting new industry, and which has enabled general managers
and marketers to free themselves from the grips of the IT department, it has also created
a disruptive environment that is challenging to manage.
“In our experience, companies may be leaving as much as 20%
to 30% of potential [digital advertising] returns on the table.”
“Software is eating the world.“ (Marc Andreessen)
“The CMO will spend more on IT than the CIO by 2017.”
New research from BCG shows that today's marketing
organizations "do not have the skills to operate in a digital
world, and that the gaps and shortfalls are bigger than
they assume."
23. 23
Other Reasons for Audits & Roadmaps
“Should I be using Outbrain?”
• CMO at $100M manufacturing company
“Do you think $9,000/month is enough for my paid search program?
• CMO at $50M marketing company
“Is Hubspot good?”
• Numerous
“I just hired a senior in college to make some noise for me on social media in between classes.”
• Consulting firm CEO
“My nephew is graduating from college this spring and I’m thinking of hiring him to run my website.”
• Successful energy entrepreneur
“What about the other 97% of my website visitors – why aren’t we getting their business too?”
• $500M company CEO in response to hearing his company’s website performs at a 3% conversion rate
Lots of confusion among senior executives about how to deploy
digital strategy, and what is considered successful or unsuccessful.
25. 25
Financial Incentives
Company Revenues Digital Spend* Savings/Gains**
$10,000,000 $187,500 $37,500
$25,000,000 $468,750 $93,750
$50,000,000 $937,500 $187,500
$100,000,000 $1,875,000 $375,000
$250,000,000 $4,687,500 $937,500
$500,000,000 $9,375,000 $1,875,000
$1,000,000,000 $18,750,000 $3,750,000
$5,000,000,000 $93,750,000 $18,750,000
$10,000,000,000 $187,500,000 $37,500,000
* Digital spend estimated at 25% of marketing budget; marketing budget assumed to be 7.5% of revenues
** Assumes 20% savings or performance gain as a result of audit & roadmap
A typical company with $100M in sales can expect $375,000 in
savings or performance gains following a digital audit.
26. 26
Financial Incentives
Company Revenues Digital Spend* Savings/Gains**
$10,000,000 $187,500 $37,500
$25,000,000 $468,750 $93,750
$50,000,000 $937,500 $187,500
$100,000,000 $1,875,000 $375,000
$250,000,000 $4,687,500 $937,500
$500,000,000 $9,375,000 $1,875,000
$1,000,000,000 $18,750,000 $3,750,000
$5,000,000,000 $93,750,000 $18,750,000
$10,000,000,000 $187,500,000 $37,500,000
* Digital spend estimated at 25% of marketing budget; marketing budget assumed to be 7.5% of revenues
** Assumes 20% savings or performance gain as a result of audit & roadmap
The most likely candidates for a digital audit are companies with $50M - $1B
in annual sales. Small companies aren’t spending enough on digital yet to
justify an audit, and very large companies are either too complex or
impenetrable due to their existing agency relationships.
27. 27
Making the Case for an Audit
Your CEO Is Going to Start Asking Questions
Combined factors of increased profile + budget
Playing Catch-Up is a Bad Spot
If the audit is requested by a CEO or CFO, that puts marketing in a vulnerable positions
Objectivity is in Short Supply
If your vendor’s tool is a hammer, every problem looks like a nail
If You’re Not Confused, You’re Not Paying Attention
The growth of digital advertising and the digital tools and technologies marketplace has
resulted in sprawling, Frankenstein-like digital operations with various inefficiencies
(Practically) Every Other Group is Doing It
Many other corporate groups conduct audits regularly: finance, IT, risk, energy, HR, etc.
Your CFO Will Love You For It
It’s the CFO’s job to keep an eye on spending, and while many digital audits result in budget
increase recommendations, it can also serve as a compelling tool to influence CFO thinking
about digital investments
29. 29
Digital Audit Approach (Framework)
The East Coast Catalyst digital strategy framework is a tested methodology that
ensures every aspect of an operation is assessed and incorporated into the
planning process.
CATEGORY AREA OF FOCUS
DESCRIPTION /
INVENTORY
ASSESSMENT OPTIONS RECOMMENDATIONS
Strategy Alignment with Corporate Sales, Marketing & Operational Objectives
Strategy Competitive Benchmarking: Digital Footprint & Reach
Strategy Competitive Benchmarking: Competitor Ad Spending & Budgets
Infrastructure Hosting: Setup & Configuration
Infrastructure Hosting: Performance & Scability
Applications Content Management System (CMS)
Applications Baseline Functionality (Forms, Personalization)
Applications Database / Data Warehouse
Applications Ecommerce
Applications CRM / Marketing Technology & Automation
Applications Custom Applications / Intranet / Extranet
Applications Community
Applications Mobile Apps / Mobility
Creative/Design User Experience
Creative/Design Branding / Identity
Creative/Design Website Assets (Imagery, Content, Widgets)
Creative/Design Rich Media / Video
Promotion Social Media
Promotion Search Engine Optimization / Organic Search
Promotion Pay-Per-Click (PPC) Search Marketing / Paid Search
Promotion Email Marketing
Promotion Content Marketing
Promotion Mobile Marketing
Promotion Display Advertising
Promotion Online PR
Analytics Tool(s) Setup & Configuration
Analytics Conversion / Goal Tracking
Analytics Reporting: Business Process
Talent / Skills Staff Capability Assessment
Vendors Vendor Mix, Contracts & Performance Assessment
THE DIGITAL STRATEGY AUDIT & ROADMAP FRAMEWORK
30. 30
Digital Audit Approach (Framework) (continued)
• Strategy: Alignment with corporate goals
• Strategy: Competitor benchmarking
•Infrastructure: Hosting vendor & contract evaluation
• Infrastructure: Hosting performance & scalability
• Infrastructure: Business process management
methods
• Infrastructure: Database / data warehouse
• Website: Application (CMS)
• Website: Application (ECommerce)
• Website: Application (CRM / Marketing Automation)
• Website: Intranet / Extranet
• Website: Custom application(s)
• Website: User experience
• Website: Community
• Website: Multimedia assets
• Creative: Communication strategy & offline
integration
• Creative: Digital asset review
ECC’s digital marketing strategy discovery activities may include the investigation into
any one or all of the following components of a digital operation.
• Promotion: Display advertising
• Promotion: Organic search engine optimization (SEO)
• Promotion: Pay-per-click (PPC) advertising
• Promotion: Email marketing
• Promotion: Content marketing
• Promotion: Mobile marketing
• Promotion: Online public relations (PR)
• Promotion/Community: Social media
• Analytics: Systems & setup
• Analytics: Conversion tracking
• Competitor Review: Site assets & performance
assessment
• Competitor Review: Digital advertising activities &
budget benchmarking
• Talent/Skills Review: Assess capabilities &
composition of client team
• Vendor / Partner review: Vendor management
relationships, contracts, and optimization planning
31. 31
Sample Audit Deliverables
Assessment results and strategic recommendations will be delivered in two
primary formats: a series of reporting documents and in-person presentations.
Prior ECC digital strategy audit and roadmap
assignments have yielded reports that address the
following in each major area of the project (planning,
infrastructure, applications, creative, promotion,
analytics, vendors and staff):
- Description / inventory
- Research findings (quotes from the field, industry
experts)
- Competitive benchmarks
- Assessment (weak, industry standard, strong) +
insights
- Options
- Opportunity
- Costs
- Recommendations
32. 32
Area of Focus: Infrastructure & Applications
Hosting
Hosting is literally the foundation of any digital marketing operation, but often doesn’t get the
attention or priority it deserves.
Website Speed
Most experts agree that sites should download in under five seconds. More recently, studies
have shown that users abandon sites in great numbers after two seconds.
Marketing Technology
The marketing technology category has exploded in recent years; according to VentureBeat,
the sector is growing at 50% annually.
Responsive Design / Mobile Friendly
There’s no avoiding mobile. The statistics are overwhelming, in both B2C and B2B. And it’s
more of an infrastructure (applications) problem than a design problem.
33. 33
Area of Focus: Promotion
Search Marketing
Paid search marketing (PPC) accounts for 40%+ of all digital advertising.
Mobile Marketing
With phone and tablet internet usage officially overtaking PCs this year, a mobile strategy is a
must-have in every digital marketing portfolio.
Multi-Channel Marketing
Multichannel marketing is one of the most frequently discussed topics among digital marketing
executives these days. But given its relative newness, you still have time to get out ahead of
the pack if you move soon.
Email Marketing
"Newsletters are clicking because readers have grown tired of the endless stream of
information on the Internet."
34. 34
Area of Focus: Vendor Management
Understand the Vendor Landscape
Ad agencies, marketing services providers, marketing technology companies
Procurement Wizardry
“Procurement departments and others have been busily grinding down fees for decades now”
Vendor Portfolio Management
The very largest companies can afford one-stop-shop relationships with full-service agencies,
and they’ll do this job for clients. The rest of us need to fend for ourselves.
Be a Good Client
When it comes to digital, skilled professionals have myriad options these days.
35. 35
Tools of the Trade
The Google ‘Stack’
Google Analytics, AdWords, Search Console (formerly Webmaster Tools), Tag Manager
Competitive Benchmarking
SpyFu, Compete
User Experience
Optimizely, Crazy Egg
Data Collection
In-person interviews, surveys
36. 36
CASE STUDY
[The case study used during the workshop contains sensitive and propriety information, and
therefore is not included in this document.]
38. 38
Areas of Emphasis
The “80/20” rule applies to digital audits. 80% of your material findings are
going to be gleaned from 20% of the operation. These areas typically include
one of the following:
• Paid digital advertising: pay-per-click (ppc) search and display advertising (including
mobile) combine to account for about 75% of all digital advertising, and these areas are
the most fertile for auditing, if only because of their size
• Vendor management: mis-aligned or mis-managed vendors are the #1 sources of digital
operation leakage
• Staffing: the largest digital agencies have been managing annual turnover rates in
excess of 25% for years; corporations don’t typically experience this rate of turnover,
which means that unless job descriptions are being proactively evolved each year, the
“digital” job someone was hired to do 4-5 years ago is probably dramatically different
today, so mis-aligment will be apparent and problematic
39. 39
Keys to Success
Digital audits can be challenging to conduct successfully due to their cross-
departmental variables and lack of generally agreed-upon best practice
benchmarks to measure against. In our experience, successful digital audits
include the following characteristics:
• Executive sponsorship: while this factor is true for most projects, it’s especially pertinent to
digital audits because many departments are necessary for fact-gathering; as such, a C-level
sponsor is typically required for companies with less than $500M in sales
• Stakeholder meetings at each phase of the project: most audits are complex and regular
education throughout assignments is critical for gaining the buy-in necessary to implement post-
audit recommendations (such as vendor re-balancing or new budget acquisition)
• Realistic scope: comprehensive digital audits can only be achieved with overt buy-in from the
board, CEO and/or CFO, and this commitment is unusual, especially at large companies;
however, focused digital audits (on specific areas of the digital value chain, such as PPC,
marketing technology, staffing, etc.) can also result in significant cost-savings or performance
improvements, while also serving as a path to a comprehensive audit; be realistic about what
can be included in your audit and scope it in a way that affords the best chance of success
• Avoidance of sacred cows & red herrings: if the organization has just committed to a multi-
year, enterprise-class contract with a huge software company for its marketing suite, consider
that a sunk cost and figure out a way to make the most of it; at the same time, many vendor
relationships can be reworked or even canceled without much difficulty – knowing the difference
between these two situations can be the difference between a successful or failed audit
40. 40
East Coast Catalyst
300 Summer Street, Boston, MA 02210
617-314-6400
www.eastcoastcatalyst.com
@ECoastCatalyst
@ChiefDigOfficer
Tim Bourgeois | tbourgeois@eastcoastcatalyst.com
42. 42
About East Coast Catalyst
Located in the heart of the Boston’s Innovation District, ECC is a digital consultancy that
specializes in helping clients optimize digital operations. The firm’s principals – Tim Bourgeois
and David Polcaro – each bring more than a decade of experience in the digital industry to
every client engagement.
ECC’s core consulting offerings include digital strategy, digital audits, user experience
planning, and digital marketing optimization. Current and active ECC clients span the spectrum
of Fortune 500 organizations and start-ups alike, including: Apperian, Attivio, Cisbio, North
Bridge Ventures, Resolution (an Omnicom company), and Signiant.
Prior to launching ECC, the firm’s principals managed Pixel Bridge, a full-service interactive
marketing and web development agency. Acquired by AMP Agency, the firm delivered a range
of digital agency and consulting services to a client list that included global brands such as
Black & Decker, The Boston Globe, Comcast, Harvard, ITW, Sulzer, Thomson-Reuters, and
TIBCO.
For more information, please visit EastCoastCatalyst.com.
East Coast Catalyst is a digital strategy consulting firm.
43. 43
About East Coast Catalyst: What Clients Say
“East Coast Catalyst’s fresh approach to digital strategy combines analytical rigor, innovative thinking,
and nuts-and-bolts best practices. The firm is a bona fide hidden gem. I’ve hired the company on more
than one occasion and sing their praises at every opportunity.”
- Alan Osetek, Global President / Resolution, An Omnicom Company
“East Coast Catalyst is the rare digital firm that has demonstrated expertise in every area of the value
chain: strategy, tactics, execution and optimization. I've personally been a client for more than five years –
at two different companies – and I recommend them enthusiastically and without hesitation.
- Mark Lorion, CMO / Apperian
"We wanted to work with a nimble company on our digital strategy project, and East Coast Catalyst was
one of the few small shops with demonstrated expertise in this area. And they didn't disappoint - the ECC
team articulated problems and recommendations to our executives effectively, and its structured
approach to doing the work was exactly what we needed."
- Bob Visco, Marketing Director / Fortis College
"The principals at East Coast Catalyst combine both digital strategy savvy and front-line execution
expertise in a unique and highly effective way. I consider myself one of their biggest fans.”
- Brian Piccolo, Digital Strategic Services / Liberty Mutual
44. 44
Consulting Capabilities
DIGITAL STRATEGY & PLANNING
• Corporate and business unit digital strategy
• Digital roadmaps and visioning statements
• Marketing mix assessment and ROI modeling
• Vendor and technology selection
CREATIVE & UX STRATEGY
• Digital identity and branding planning
• Website design and development
planning
• Information architecture, wireframes,
user flows, audience definition
• User testing and heuristic reviews
• Animation, video, games planning
DIGITAL MARKETING PLANNING
• Digital marketing audits and assessments
• Search marketing
• Content marketing
• Social media marketing
• Email marketing
• Mobile marketing
• Display advertising and rich media
DIGITAL MARKETING OPTIMIZATION
• Digital platform optimization
• Conversion optimization
• Digital project management
• Analytics and reporting
• Interim CMO / VP-Marketing services
45. 45
About East Coast Catalyst: Digital Strategy Approach
Comprehensive Approach to
Digital Strategy
The digital landscape has evolved at a
breakneck pace over the past decade,
with billions of dollars invested in new
technologies and solutions – resulting in
the proliferation of social media outlets,
infrastructure technologies, advertising
exchanges, and analytics platforms. As a
result, formulating digital strategies has
never been more complicated – or more
critical.
The East Coast Catalyst digital strategy
philosophy is rooted in an integrated
approach, taking into account the
intersection of strategy, marketing,
technology, innovation, and talent
management.
46. 46
The East Coast Catalyst Approach to Digital Strategy
ECC’s digital strategy consulting philosophy is
rooted in four beliefs:
1) Smart digital strategy directly supports
differentiation and competitive advantage
2) Digital ecosystems are complex and must
balance user experience (platform) and
promotion (marketing) to be successful
3) Digital operations require constant
attention and investment
4) Digital tactics are almost always inter-
dependent with offline activities
Philosophy
47. 47
The East Coast Catalyst Difference
Experience
Senior team whose individuals each bring 10+ years practical, hands-on digital strategy and
marketing optimization experience
Holistic Approach
Strategy → Platform & User Experience → Promotion → Analytics → Optimization
Tailored Methodologies & Techniques
Digital Strategy Planning, Digital Marketing Audit
Network of Digital Experts
Best-in-class specialists and team assembly on-the-fly; unparalleled access via
ChiefDigitalOfficer.net
Independence & Objectivity
Technology agnostic; no contracts with solution / software vendors; no financial relationships
with agencies or technology companies
48. 48
The Sample Audit Timeline
Quick-Hit Recommendations for Immediate
ImplementationIII
Fact-Gathering, Research, Competitive Intelligence & Analysis
II
Discovery
I
~12 Weeks
Mid-Project Results Presentation to
Client TeamIV
Summary Results
PresentationV
49. 49
Sample Audit Process
I. Discovery
Conduct interviews across the client organization. Gather information
about strategies, competencies, vendors, audience, messaging, customer
/ partner / staff requirements, and the competitive landscape, relying on
30-point assessment framework.
II. Analysis, Research &
Competitive Intelligence
Gathering
Conduct research outside the organization – assess competitor digital
operations, consult with domain experts, and identify best practices and
map how they relate to client’s infrastructure and requirements.
III. Quick-Hit
Recommendations
Based on early research findings, deliver recommendations to client to
implement in the short-term, which will have the ability to bolster
marketing performance, save money, and/or get the organization moving
in the right direction.
IV. Mid-Project
Presentation
Deliver mid-project findings to the client project team leadership. This
step inserts a formal deliverable into the process and keeps everyone
aligned, as well as allows ECC to share initial findings and solicit
feedback, and then make changes to the process as appropriate.
V. Final Recommendations
& Presentation
Deliver final presentation and report to the client planning team(s) via in-
person presentation(s). Document findings and fully transfer knowledge to
the client marketing, sales, IT and operations groups.