Conducting a Global Digital Review

As part of a Global or International company, can you say that you know everything you need to know about your digital activity in each region? What’s working well? What is failing? Are the methods of measurement consistent across each region so that you can make decent comparisons? How are your SEM and SEO doing? How does digital fit in with your global branding – is it consistent?

It’s true that the larger the organisation, the harder it is to keep tabs on what is going on, and there are often more issues with communication and consistency, but getting a handle on this – no matter what your size – is a must before you embark on creating a global digital strategy.

The latest article within the Digital Marketing Strategy section continues to look at how to take a strategic approach to Global Digital Marketing. Following on from 1. Understanding your Global Customers, 2. What have you done so far?: Conducting a Global Digital Review will look at the following areas:

  1. Global website and digital inventory
  2. Regional Campaign activity
  3. Mobile activity
  4. Regional Social Media Activity
  5. Regional Digital Marketing Plans
  6. Regional SEM
  7. Measurement tools
  8. Regional content
  9. Global digital agencies and suppliers
  10. Regional team structure and skills audit
  11. Communication and information sharing

So, check it out! As always, I am happy to chat if you want to get in-touch about any of these topics to discuss further.

Is your brand living up to expectations online?

A recent study conducted by Lightspeed Research on behalf of IAB’s UK Social Media Council has brought out some interesting results. We all know how important customer engagement is now, and having a strong content and communication strategy in place really is key to being successful, but the expectations of consumers with regards speed of response to a complaint or question (for example) highlights how much brands need to invest in dedicated teams to deal with this area.

Some key facts which came out of the research (conducted with 1000 people):

  • Most people log in to social networks throughout the day, although 43% check social networks before bed, and one in five check them when they wake up.
  • Most respondents make complaints via a website (44%) or by phone (26%)
  • Those who lodged a complaint online were asked how quickly they would expect a brand to get back to them. For all options, within a day was the most common answer.
  • Being professional and friendly are the two characteristics respondents most want in a brand to have in their advertising and communications

The results concerning the brand characteristics consumers would prefer to see in their online advertising and communication, confirm the need to have real people with an in-depth understanding of your business, brands and strategic goals, managing your accounts.

In my experience, either a dedicated in-house team or a smaller outsourced team who work very closely with your business and have worked with you to develop the communication plan and content strategy, work best at this for obvious reasons. You can’t just outsource and ‘forget about it’. You need to invest time and resource into making it a success, the end result being strong consumer engagement and a more positive brand image.

For a more in-depth look, you can download the full report here (linked from their homepage).