Our Digital Marketing Services
The digital transformation can’t come without analysis.
Marketers are being held more and more accountable for their efforts and their budgets. They need to prove marketing is an investment and not a cost. They’re also increasingly tasked with enhancing the customer experience across all touch points.
It’s a tall order and we’ve built our digital marketing services to align with those challenges. We provide a full funnel view of our clients businesses with one login. Our dashboards report on pipeline, lead sources, campaign/content effectiveness, revenue, funnel rates, and more. We can even drill in and get granular views of data sets from large swaths of data sources.
Analytics is the cornerstone of our entire culture. Without it, we’d be spinning our wheels trying to get insight and performance and we’d fall short of our clients’ goals. We take an analytics-first approach for any project or campaign and ensure data sources are identified and pulled into our revenue driven digital marketing ecosystem.
And then we measure everything! From campaign metrics to business metrics. We look at conversions and conversion rates – measuring inquiries to MQL to SAL to SQL. We look at velocity within the sales stages to build strategy for shortening the duration in each stage. We look at revenue, cost per MQL, cost per SQL, Win Rates, etc., to determine how much of that revenue was driven by marketing efforts and to calculate ROMI.
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It’s been a disruptive decade to say the least. Media, retail, lending, autos, and even government currencies are being disrupted. Enhanced user experiences, lower fees and land grab loss-leading business models are killing off well-established businesses. Businesses must either evolve or fade. Traditional models must be constantly reconsidered.
In this challenging environment ambitious, growth oriented and forward looking leadership will embrace the concept of brand evolution at their core. Brands that rely on the status quo, the way it’s always been done, will face a critical decision. Do we stall out and expect things to just get better, or will we reinvent and have the courage to climb for the competitive high ground? Will we ask ourselves the tough questions: Are we still relevant? Is our vision still valid? If we did embrace change, what would that look like? And what are the steps we need to take to optimize our position in the minds of our audiences and get ahead or stay ahead of the competition?
Similarly, start-ups need to approach this fast-moving current with an eye on the Red Queen Principle. This is the idea that as we work to seek a competitive advantage, all of our competitors are also doing the same. So we need to work twice as hard if we desire to surpass them and take the lead. Organizations that are the most flexible and adaptable to changes in the environment will win out in the end – at least according to Darwin. So let’s assume your organization is ready to evolve. When a brand development or evolution program begins there are some key steps we elevate that serve to enhance the opportunity for a truly disruptive and breakthrough shift.
Digitent is all about results and we don’t see results without making an impact on the business. And pushing a branding effort over all of the internal hurdles to achieve business results takes experience, resolve, creativity, a well-designed process and rigor. All mashed together. Step one is to establish the win. What does winning look like and what will we expect to get out of the new position? Step two is to gain management buy-in at a high level. The program must be sanctioned from the top down if real change is to occur. Step three is to recruit our advocates from all areas of the enterprise. We must work past silos so that our brand shift will be adopted and implemented in every corner of the company. Step four is to establish the decision maker. Is it the CEO, CMO, the board?
Design by committee is suspect at best. We need an internal driver and an internal owner. In a complex business with many stakeholders people need to feel they have participated, but avoid the swirl caused by trying to please all. Step five is to take the leap. Many large initiatives are derailed before they can get out of the gate due to inertia or uncertainty, but the well-conceived branding initiative itself will deliver the certainty and create the momentum that is needed. So let’s get started.
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It’s a process of discovery and an eye-opening process it can be. We really can’t develop a marketing strategy without a deep understanding of the target. The best insights are most often found by harvesting data from client’s existing systems. Our strategic offerings include a deep dive into existing CRM and Marketing Automation systems to identify and segment key audiences – industry, size, title, accounts and where are possible touch points in the funnel. And if the systems or processes are not gathering key data, we’ll recommend how to restructure them to collect it moving forward, capturing the right data at the right stages to properly measure and optimize performance.
Proper segmentation drives more effective marketing solutions including account based marketing and personalization of content and messaging. Our teams pull available syndicated research and design primary research to dig deep into the audience perceptions and the competitive landscape. Beyond audience segmentation, our team also offers the ability to explore and build out the Buyer Journey and map content against it to identify gaps and recommend adjustments.
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There are two ways for brands to engage their audiences through podcasting. The first and more typical way is for us to work with an existing podcast that has a strong following of an audience a brand is targeting. We develop a strategic program where the brand supports the podcast and runs ads or gets a host mention and the like. Many brands have been successful in this way, and Digitent media experts can manage the media plan and analytics and put together a powerful outreach program.
The second way is for a brand to create a custom podcast (link to podcast page) series where their brand narrative is integrated into the entertainment. The story would help to deliver on key communication strategies and align with marketing objectives. Working with our network of world-class journalists, Digitent offers a turnkey process for podcast development from concept to promotion – and we leverage our media chops to build the right listening audience.
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“Data driven” is the story embraced by the Digitent creative and content teams. The unique aspect of our brand of creative is that it will connect across the spectrum of our marketing services from data analysis through the brand strategy filter, and deliver against specific project criteria. It is the job of creative to execute content that is engaging, powerful, entertaining, funny, beautiful or otherwise designed to empower the brand to gain the attention of the busy target audiences – while being flexible enough to respond to analytics and learning in optimization of planned media channels.
At Digitent our heritage of media in the lead compels us to push creative through our refined strategic requirements, while never sacrificing our vision for the brand and for the work. At times another agency might do some great creative and then present strategy to justify it (say it ain’t so) and “sell” the idea, which then finds it’s way to the award shows.
Being independent, Digitent requires more of our creative and content teams. We must be on point on all aspects of creative performance to deliver the best marketing campaigns and content, most importantly overcoming the typical agency silos to ensure that the strategy will reach the audience. This rigor will enhance overall marketing plan effectiveness and support real time directional tweaks as the data dictates. Putting the client interest ahead of any other considerations, the ultimate award for our creative team is performance.
While many of Digitent creatives have come from the advertising world working on global brands in B2B and B2C, they have evolved to the digital and social content environments and are an energized group of visionaries, dreamers, artists, writers, and idea people. We understand creatives are the ones who get to have the most fun. They’re people you want to hang out with. They give us a wonderful edge. But they take their responsibility very seriously and are bought into our model of performance and results. There is no success without smart creative and the Digitent marketing ecosystem is designed to empower creative performance at the highest level from branding to distribution.
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Clients can either fight or embrace the digital transformation around them. We seek out ambitious, sales driven firms to take full advantage of the digital environment. The audiences are consuming much of their information digitally – using digital to research firms, its offerings and forming opinions, hopefully positive, about them. A strong marketing plan must include an effective digital experience. Our offerings include the best ways to locate and reach the targets, engage them, nurture them and ensure their experience is positive, that our client’s brands are considered and that these targets are qualified, including:
