Digital Channel Optimization
The client, a global manufacturer, had no set corporate strategy and guideline over digital communication, but were utilizing the means of communication and marketing by way of their own websites, SNS, Mobile Apps through each department. As a result, inconsistent brand experience and communication messages had got across to customers. Moreover, internally they were subjected to low efficiency owing to the dispersion of investment and overlapping efforts.
To rectify the situation we started off analyzing over 50 channels including websites, SNS accounts, mobile apps along with various stakeholder interviews and best practice benchmarks in and out of the industry. Detailed areas for improvements were deduced in digital channel operation, contents, governance and IT infrastructure.
Out of the research, a strategic vision for corporate digital communication through an integrated website was developed to ensure consistent brand experience, marketing performance enhancement and future digital experience facilitation, which was backed by a detailed roadmap of digital channel, contents, governance and IT infrastructure development strategy.