Strategic Consulting

Ensuring effective digital strategy implementation from the inside out

“Any fool can know. The point is to understand”

Develop Strategy – Implement and Monitor

Our most common consulting ranked by request volume are the following:

1 – Media Strategy

Choosing which media to use and how best to use them is perhaps the most common problem we help organisations of all levels solve. Given the inherent conflict of interest many media agencies have with their clients we find much demand for our independent media planner service. Note that in a digital sense, the phrase ‘channel’ is commonly used in preference for the former ‘medium’. Each medium is best used for different purposes depending on the general goals of the organisation and time,

The mediums/Channels listed below is not an exhaustive list. Click on the links for more detailed information.

  • Search Marketing Paid Advertising – a.k.a. PPC or SEM – Google Ads (formerly AdWords), Bing Ads, Baidu, Naver, Yahoo etc
  • Search Marketing Organic – a.k.a. Search Engine Optimisation or SEO – Google, Yahoo, Bing, Baidu, Naver, Amazon etc.
  • Content Marketing – blogs including guest blogging, video content
  • Social Media Marketing – Organic – includes business pages, personal pages and groups  via Facebook, LinkedIn, Snapchat, Twitter, Instagram, Youtube, WeChat, Medium, Pinterest, Quora
  • Social Media Marketing – Paid Advertising – includes Facebook, LinkedIn, Snapchat, Twitter, Instagram, Youtube, WeChat, Pinterest, Quora
  • Publicity (Public Relations) – press releases, events, stunts, expert panels, guest speakers etc
  • Online Display Advertising – a.k.a digital advertising or programmatic – includes text, static image, HTML5 animated image, and moving image/video ads
  • Influencer Marketing – a.k.a brand endorsement or celebrity endorsement
  • Email Marketing – a.k.a EDMs
  • Direct Marketing – a.k.a Direct Mail or catalogues, flyers, chunky mail
  • Video blogs and Podcasts – a.k.a Vlogs
  • Radio
  • TV
  • Print – magazines, newspapers
  • Games & interactive
  • Outbound sales
  • Sampling
  • Sales Promotion

2 – Messaging Strategy

Moving on from the communication vehicles you may use, the next most requested advice regards to what to say and how to communicate the brand or product offering. This is just as critical to the success of all marketing activity.

Areas of focus here regard to what the various brand elements are and their relation to the product/service that is being promoted. From here a clear value proposition should arise and depending then modified according to positioning and segmentation.

From this messaging strategy flows your headlines, taglines and long form copy to be used in all your communication mediums together with imagery and other visual material.

3 – Measurement & Attribution

Trying to attribute the contribution of all your marketing activities to sales revenue or other valuable outcomes can be very challenging. Often attribution software will only assist with the digital activities and ignore offline efforts.

To get the most accurate idea, a simple attribution model should be created over a period of time and tested regularly. Both both online and offline and each individual medium’s affect on one another should be measured via correlation analyses. Note: exclusion testing may be required.

4 – Other Consulting Areas

  • Product strategy
  • Distribution strategy
  • Pricing strategy
  • Research strategy
  • CMO executive level advisory

Collaborative Flexibility

The skills of the our team have wide application in the development and execution of your digital strategy even where you have your own internal teams. Our higher-level knowledge across a diverse range of industries and target markets allows you to complement and plug gaps in your internal expertise particularly in more complex areas of digital marketing where a full-time specialist may not be a viable option.

Our consulting is available on the following basis:

  • Ad-Hoc (Strict minimums apply)
  • Monthly Retainers
  • Via Agency Engagement

Speak to one of our team members about developing a digital road-map together with James | Hammon Advisory today

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