We worked with our client’s marketing organization to collaboratively develop a digital marketing playbook with a roadmap for this new function. We began by defining personas for the target audiences, identifying the optimal channels for reaching each of these segments. We then assessed each of the critical digital marketing channels, detailing how they should be used to reach our client’s audiences, how well they were being utilized already, and how mature our client’s underlying capabilities were to employ them effectively. Next, we worked to identify new capabilities that needed to be introduced to the organization, along with a set of new roles to support our client’s digital marketing function; we also outlined where and how existing roles could drive these practices. In addition, we conducted an opportunity analysis for different digital marketing channels, producing a recommended channel-budget split. Supplemented by competitor analyses, with recommendations of best practice in digital marketing, we produced an overarching set of recommendations for making channel-specific enhancements, and for utilizing existing marketing technologies as effectively as possible. With these changes and additions identified, we outlined, in detail, streamlined, standard processes for executing different marketing campaigns (with both digital and traditional means). Finally, we developed a step-by-step roadmap and checklist for mobilizing the digital marketing function and actioning the recommendations in the playbook.
