by Danny Meadows-Klue
How many websites have been built that no one ever visited? How many banner campaigns that didn't achieve a single increase in sales? How many search listings that were so far down in Google they never got a single click? It's sad to reflect that most digital strategies fail. Since 1994 our directors and associates have been helping firms get digital channels right. Originally they did it as specialists within media firms and brands, and then in 2000 set up this consultancy practice.
The internet may be the most powerful channel a publisher or marketer can have, but sadly most digital budgets are poorly used. Poorly thought through strategies waste masses of management time as well as significant chunks of the marketing budget. Get the model for lead generation or consumer connections right and a brand or publisher can undergo a transformative leap. But typically briefs to agencies can be weak, the consumer insights underpinning the strategy can be poor, and all to often the execution is far from what it could be.
We've worked with thousands of marketers to help them increase the efficiency of their online advertising, online marketing and digital publishing strategies. Efficiency gains of 20-30% are not unusual - if only you know what to do, or what to ask of your agency. The challenge is knowing how to achieve this.
That's where digital coaching comes in. It changes the way marketers behave, unlocking a step change in their performance. That could simply mean better results for the same budget, or it could mean a radical change in direction for the whole firm's marketing or publishing. The coaching programmes cover 40 digital disciplines and are set at three distinct levels:
- Orientation: For newcomers converting into digital from classic media and marketing (normally less than 6 months digital experience)
- Advanced: Marketers with 6 months to 4 years experience of working with digital channels
- Masterclass: For digital professionals with 5 years or more experience
We began developing these digital marketing and management coaching programmes in 2003. They have helped thousands of people and firms achieve much more for their brands and in their careers. The way we do this is by providing industry experts who can join your team for short in-company courses structured around the specific needs of your business and the challenges you face. The strategy team in London develop the course structures and models and centrally manage your team's learning. In many countries we run public access programmes that invite groups of marketers and digital specialists to work together in a collaborative training environment. Online support is available as well, but there's no substitute for being face to face with your team.
