Strategy

What is a digital partnership or strategic partnership?

what is a digital or a strategi partnership?

 

 

Digital and strategic partnerships between complementary companies are on the rise. I believe it’s beneficial both from a customer and company perspective. The way we market and do business are changing and the emerging opportunities are quite existing for creative collaborations.

 

What is a digital partnership?

A digital partnership is the collaboration between two companies or an influencer where the two parts share an target audience as well as a service or product that benefits each other. That said a partnership between two companies are not only a sportswear company teaming up with a fitness centre brand it can be with influencers such as bloggers or instagram stars.

To advertising agencies adding a service to their portfolio by adding partner agencies in another field such as production. To companies teaming up to share messages or develop new services.

A great example that digital partnerships can look different and vary are for example NHS teaming up with Tinder to raise awareness about organ donations.

tinder and NHS

Why is this increasing?

Strategic partnerships are on the rise for a number of reasons. Personally I think this is because the advertisement space has changed as well as the increased power of the consumers.

With the customer getting an increased power with internet and rise of social media brands need to be useful, inspire and create value and experience for the customer.

Joining forces with either other companies or a lifestyle or niche blogger is a way to elevate the experience for your customers.

From a business perspective this is really clever as you can join forces to reach brand new target audiences or solve other challenges with a partner to bounce solutions with.

 

New roles and opportunities

The rise of these types of services are creating new roles within the digital industry. The rise of a specific new role as Digital Partnership Managers or just Partnership Managers with the purpose to identify, pitch collaborations, set them up and evaluate and keep the momentum. It’s an exciting role which mixes strategy, business skills, creativity and sales.

A roadmap for agile marketing

agile-marketing-definition

This is a brief outline, in terms of an always on presence, and how you can work with your marketing in an agile, data driven way. For the customer journey you can use the see – think. do care template I’ve made, or any customer journey template that suits you.

See this as a roadmap for ongoing work that you can add and subtract to. The purpose of this is to give you an idea of how to get started and what can be included in the scope of agile marketing activities.

The timeframe between the different evaluation points can be 2-4 weeks, depending on the scope of what you are doing and the amount of data and traffic you need to evaluate.


Step 1
  • Define what you want to achieve
  • Ensure tracking is implemented on your website – so that when the visitors land on your website – you can measure what they do there
  • Create a KPI framework that is designed around your customers journey –  not how you want the customer to interact with you (see think do care)
  • Identify KPI’s within the journey to measure performance from a holistic perspective and for each channel you start with and your own website, newsletters and so forth – and how you are going to evaluate them in each stage (first click conversions – versus last click/attribution) and messages  
  • In the think and do phase – narrow it down to micro moments

 

Step 2
  • Ensure you got the content and creative to support the marketing set-up
  • Start with a selection of your bought media channels (always on)- distribute the budget for each channel along the customer journey 
  • Launch and gather test data for an amount of time which is specific to what you are doing – can be 2-6 weeks – depending on purpose, volumes etc.
  • Evaluate you content – to identify content gaps.

Step 3
  • Evaluate and take action on findings
  • Re-distribute budgets for increased ROI and balance within the customer journey channel map 
  • Start A/B testing and add this to the process
  • Adjust andy landing pages, messages/creative (based on CTR, what converts and so forth), call to actions, banners etc  
  • Distribute findings within the organization 
  • Start with re-targeting from identified key pages on your website with reflecting marketing messages for each


Step 4
  • Evaluate and take action on findings – adjust messaging & creative, content, redistribute budgets, add or remove marketing channels along the customer journey
  • Adjust the re-targeting to take it to the next level
  • Start CRO initiatives on conversion flow

 

Step 5
  • Evaluate – refine and optimize the entire marketing set-up

 

Digital transformation – educate and empower your staff

digital transformation

If you are going to do things differently but with the same staff you need to educate them to expect a different result and ensure a different way of working.

If you never educate the staff along your digital transformation journey then you will still have staff that does the same thing they have always done.

To truly change the way you do things, it has to be done differently and that means your staff has to work in a different way and use and be open to new methods. Strong leadership is also a key component in this.

To empower your staff in this journey is to educate them, why you are doing all these changes, what it means to them and how they play a key part in actually making this transition successful.

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