Digital Technology: Its Impact to marketing strategies
Digital marketing is no longer about merely adding online channels to the media mix; it is about integrating digital into all facets of marketing. Our global expertise—we have more than 50 dedicated digital marketing experts in more than 30 locations—across digital analytics, market research, technology, business design, and online strategy helps clients bring the full potential of digital marketing to bear on their business.
What we do
Digital marketing engagements are typically multifaceted, solving for specific digital marketing challenges while building ongoing client capabilities. In addition to defining new roles and ...view middle of the document...
These new sources of growth can be new products and services or new forms of media that better engage and convert existing online visitors. We also design radically new customer experiences that drive more demand for our clients’ existing offerings.
Four Digital Marketing Models
Strategy& has identified four equally successful digital marketing models: Digital Branders, Customer Experience Designers, Demand Generators, and Product Innovators. A company’s focus for marketing investment might have elements of each, but odds are that one of these models represents the right marketing organization for your company.
• Digital Branders are most often consumer products companies or other marketers that focus on building and renewing brand equity and deeper consumer engagement. These companies are shifting their investment from traditional linear advertising toward more immersive digital multimedia experiences that can connect consumers to the brand in new ways. They are reimagining how they engage consumers, with the primary goal of recruiting new consumers to the brand and driving loyalty through multiple experiences with the brand.
• Customer Experience Designers use customer data and insights to create a superior end-to-end brand experience for their customers....