Digital Symphony
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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.
Digital Symphony
- 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