The document discusses recommendations to optimize a company's digital marketing strategy. It notes that while digital investment is strong, overall ROI is declining due to overspending on banners and underutilizing stronger tactics. It recommends diversifying digital tactics, reallocating spending more efficiently, leveraging synergies across platforms, and adapting executions based on consumer digital habits by distributing content across all relevant channels and screens. The top recommendations are to optimize the digital mix, synchronize executions for synergy across channels, and follow consumer digital habits more closely.

2. Marketing mix = Orchestra
Trade
TV
Digital
Coupons
PR
Print

5. Top 3 Learnings Recommendations

6. Digital is a strong investment
choice. However, overall Digital
ROI is declining due to:
Aggressive spending increase
mainly in Banner
Underutilization of stronger
ROI tactics
Optimize Digital mix:
Diversification
Reallocate investment according
to efficiency and effectiveness.
 Scale back Banner
 Diversify investment into
different stronger tactics
 Develop capability to invest in
newer tactics

7. We can leverage synergies
more consistently
There are more vehicles than
just banner
We can plan and execute
Digital more holistically
Synchronize executions: Perfect
Storm 2 (Synergy)
Execute Perfect Storm within
Digital
Leverage synergies across ALL
Marketing tools

8. We can better adapt our Digital
execution to consumer
behavior
Consumers have specific habits
in the Digital world and we can
better adjust to them
Follow consumers: Digital habits
Distribute content to where
consumers are
Leverage ‘Catch-Connect-Close-
Continue’ framework
Connect every consumer
touchpoint to purchase
Close mobile gap: Optimize
content for ALL screens

9. Digital is a strong investment choice. However,
overall Digital ROI is declining due to:
 Aggressive spending increase mainly in Banner
 Underutilization of stronger ROI tactics
We can leverage synergies more consistently
 There are more vehicles than just banner
 We can plan and execute Digital more holistically
We can better adapt our Digital execution to
consumer behavior
 Consumers have specific habits in the Digital world
and we can better adjust to them
Optimize Digital mix: Diversification
Reallocate investment according to efficiency and
effectiveness.
 Scale back Banner
 Diversify investment into different stronger tactics
 Develop capability to invest in newer tactics
Synchronize executions: Perfect Storm 2 (Synergy)
 Execute Digital Perfect Storm
 Leverage synergies across all Marketing tools
Follow consumers: Digital habits
 Distribute content to where consumers are
 Leverage ‘Catch-Connect-Close-Continue’ framework
 Connect every consumer touchpoint to purchase
 Close mobile gap: Optimize content for ALL screens
Top 3 Learnings Recommendations