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Competitive Landscape AnalysisStudy of Digital Marketing Consultancy Firms in USA

Market Intelligence & Consulting

2 Market Intelligence & ConsultingZENeSYS Confidential

Table of Contents

Objectives

Approach Used

Selected Company Goals

Selected Customer Preferences

Opportunities & Threats

Research Data


Study Objectives

A positioning report for Atlas Digital Partners using Competitive Landscape Analysis to help them get ahead as other Digital Marketing Consultancies compete to provide the best solutions in the field of digital marketing Consulting


ZENeSYS Competitive Landscape Analysis Methodology

• Customer Preferences

• Company Goals

Detailed Secondary Research

• Assess Companies

• Using a Goals-Preference Matrix

Research the major Digital Marketing

Consultancy firms • Qualitative observations

• Quantitative assessments

Analysis

• Threats• Opportunities

Synthesis

A set of Company Goals and customer preferences were determined from news, blogs, websites, social media conversations, etc.

Using the Goals and Preferences, we researched eboost Consulting,Smart Insights,Lenskold Group,Intersection consulting ,Spears marketing and recorded observations

Slides 30 onwards the observations and ratings H, M or L on how each consultancy is meeting its goals along the dimensions of the customer preferences

By rating the quality of activity seen, we plotted charts to make conclusions on relative performance and generated insights on threats and opportunities for Atlas Digital Partners.


Analysis of Company Goals


Company GoalsAfter an in depth secondary research five goals were finalized. These are presented here in descending order of importance

G1:Increase brand equity by providing unique experience pertaining to specific needs

G5:Work on scalable business model through cost reduction & increasing profit margins

G2:Diversification & expansion of customer base through existing client referrals

G3:Strategic tie-ups with major players in social media & digital marketing arena

G4:Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing


Customer Preferences


Customer preferencesAfter an in depth secondary research five preferences were finalized. These are presented here in descending order of importance

P1:Increase in order value of sales

P2:Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue

P3:Building & maintaining brand perception through efficient use of e- marketing mix

P4:Be distinguishable through SEO(search engine optimization/marketing)

P5:Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)


Analysis of Company’s Goals


Increasing brand equity

Expansion through Client Referrals

Strategic Tie ups Digital marketing diagnostic tool

Cost reduction & Profit margins

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How well are Digital Marketing Consultancy Firms meeting their Goals?

Effe

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Company’s Goals

Subsequent slides provide more insight on each goals

Co1-Atlas Digital

Co2-eBoost Consulting

Co4-Lenskold

Co3-Smart Insights

Co5-Intersection Consulting

Co6-Spear marketingNote: Graph was generated by using a score of H = 2, M = 1 and L = 0 from ratings found in slides 30 onwards


On Increasing brand equity–Brand equity can be increased by providing unique experience to the customers

Observations

Lenskold is the leader

Others• Others are trying to increase their brand value

through blogs, ,expert advice, testimonials, recommendations & tools.

• Lenskold Group comes with the “next-best-offer” analysis, channel preference modeling, and offer modeling. It provides Marketing Testing & ROI tools and through that increased iits brand value.

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketing


On Expansion through Client Referrals.- Companies try to expand their customer base and diversify through existing client referrals.

Observations

Eboost consulting is the leader

Others• Other competitors are trying to achieve the

same by testimonials, depending mainly on SAAS marketing tools and digital media analyzer.

• Eboost consulting is the leader and 85% of their new business leads come through referrals from existing clients who are satisfied with the results. Helping existing clients reach their desired audience has helped them achieve 55% of the growth by expanding relationships with existing clients

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketing


On Strategic Tie ups with major players- Strategic tie ups with other major players in social media can help companies get a competitive advantage.

Observations

Lenskold Group is the leader

Others

• Other Competitors are not that active in making strategic tie ups with major players in social media industry yet. Atlas has two strategic partners with Marketbridge and Founders investment Banking

• Lenskold Group works is in partnership with Paradigma Marketing in order to cater to its customers. Also it has a partnership with ARC, through which it uses its data from ARC COMPASS.

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketing


On creating Digital marketing diagnostic tool- Digital Marketing Diagnostic tool helps in finding the required areas to be addressed

Observations


Others

• Other Competitors have also been actively developing tools apart from the smaller competitors like Atlas, Intersection and Spears Marketing.Atlas uses SaaS but can explore the option of developing its own tools.

• Lenskold Group has created marketing diagnostic tools like ROI calculator, performance dashboard to help diagnosing the problems with digital marketing strategies and improve through use of a new mix of tools.

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketing


On reducing cost & increasing Profit margins- Leading firms try to reduce costs and increasing profit margins for their profitability.

Observations

Smart Insights is the leader

Others• Other competitors focus on lead quality and

quantity and integrated marketing optimization for this task..

• Smart Insights is increasing its profit as its customers come back more .On any given day, about 75% of purchases from Zappos are from returning customers. Also, repeat customers order >2.5x more from in the following 12 months.

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketing


Analysis of Consumer Preferences


Are customer expectations being fulfilled?

Subsequent slides provide insights into each customer preference

Effe

ctiv

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Consumer Preferences

Order value of online sales

Reaching specific target audience

Brand perception through e- marketing

mix

Be distinguishable through SEO

Cost optimization through CPAs/CPLs

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketingNote: Graph was generated by using a score of H = 2, M = 1 and L = 0 from ratings found in slides 30 onwards


Order value of sales- An increase in this metric measures the order value of sales generated through online marketing and is an important preference of the customer.

Observations


Others• Other Competitors have also used different

strategies to help their customers increase their online sales.

• Lenskold group is one of the oldest companies in the arena of digital marketing and provides Return on Investment solutions to its customers helping it achieve, measure and manage the order value of online sales.

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketing


Reaching specific target audience- The customer wants to reach the specific target audience through contextual advertising & behavioural targeting which leads to an increase in revenues.

Observations

Smart Insights is the leader

Others

• Lenskold group also has developed specific tools for different ocassions like Super Bowl ROI calculator. Other Competitors have not implemented similar strategies that concentrate on a particular target segment for its customers and have rather implemented traditional strategies for targeting audience.

• Smart Insights has developed innovative approaches like “RACE planning approach” which distinguishes it. It helps customer in creating more brand value through expert advice and tools like Revenue Calculator and Digital Marketing checkup.

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketing


Brand perception through e- marketing mix- The customers wants to create a strong brand perception in the marketplace through a mix of digital marketing strategies.

Observations

eBoost Consulting is the leader

Others

• Other Competitors like Intersection helps in improving blog platform and uses tools like competitive benchmarking matrix for creating a marketing mix. Others have used different SaaS marketing tools but failed to compile it with the tactical planning for a marketing mix model.

• eBoost Consulting has pioneered the technique of e-marketing mix by offering services like capability insourcing , conversion design , media buys and paid search.Also they help build brand perception by maintaining relationship with existing clients and using approaches like 3C model

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketing


Be distinguishable through SEO- In today’s world, Search Engine Optimization is necesarry as everything happens through Google. This is a preference a customer cannot ignore in this competitive environment.

Observations


Others• Other Competitors also install Search Engine

Optimization tools for its customers and are slowly reaching competing levels of the top firms implementing SEO.

• Lenskold group has the best set of digital marketing tools that include a dashboard to measure digital marketing performance and diagnose the current status of Search Engine optimization for its customers.

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketing


Cost optimization through CPAs/CPLs- Customers prefer to reduce their per acquisition/per lead costs through digital marketing strategies.

Observations

Atlas is the leader

Others• Other Competitors have also tried to

implement similar strategies but have not delivered similar results.

• Atlas Digital Partners is effective in achieving cost optimization for its customers, example, it designed and implemented a strategy which increased number iof leads generated by 23 % and reduce the overall cost per lead by 7 %.

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Co1-Atlas Digital


Co4-Lenskold

Co3-Smart Insights


Co6-Spear marketing


Summary of Opportunities and Threats using a Synthesis Matrix


Performance of Digital marketing Consultancy Firms in meeting their goals and delivering on consumer expectations

XMedium No CorrelationHigh Insufficient Information

A=Co1, E= Co 2, S = Co 3, L=Co 4, I= Co5 SM= Co 6

Note: Entry as caps indicate stronger correlation. See slide 28 to 82 for more information. ( U – Underwriter , C- Customer)

Competitive Landscape Synthesis Matrix

Firm GoalIncreasing

brand equity

Expansion through Client

Referrals

Strategic Tie ups

Digital marketing

diagnostic tool

Cost reduction & Profit margins

Customer Preference

G1 G2 G3 G4 G5

Order value of salesP1C e,s,L a,E ,S,L,i,sm a,e,L a ,E,S,L,I,sm a,s,l,i,sm

Reaching specific target audience

P2C A, E,S,L,I,sm a,E,s,L,I,SM a,e,L e,s,L a,E,S,L,sm

Brand perception through e-

marketing mix P3C a,E,s,l a ,E,s,l,i,SM A ,E,s,L,SM A,E,S,L,I,SM A,E,s,l

Be distinguishable through SEO

P4C A, E ,S,L,I,SM A,e,s,L,I,SM a,s,L,i,sm a,E,S,L,I,SM

Cost optimization through

CPAs/CPLsP4U A, E,s,L,I,SM a,E,s,l a,e,s,l,I,sm


Summary of Opportunities (gaps seen)

Cell Ref Opportunities Recommendation

G1 X P1C Developing brand equity through an increase in customer sales

Provide differentiated services to customers through tools like channel preference modelling, ROI and SaaS tools, marketing audit report, marketing dashboard analysis, etc.

G1 X P3CUse e-marketing mix effectively to improve customers and own brand image.

E-marketing mix strategy needs to be developed for customers through tools like paid search, conversion rate optimization , capability insourcing, conversion design , media buys and paid search.

G3 X P1C Making strategic tie-ups to increase customers sales

Atlas needs to create and leverage strategic tie-ups with major players in the industry to increase customer sales.

G3 X P2C Reach target audience through strategic tie-ups

Need to reach prospective customers by maintaining relationships through tie-ups and offering better post-sales service.

G4 X P2C Using diagnostic tool for market segmentation and targeting

Diagnostic tools having features like Digital media analyser, Internet & Mobile Marketing, and SEO/SEM for differentiating from competitors need to be developed.

G4 X P4C Use Diagnostic tool for SEO Aim to leverage SEO analysis in diagnostic tool in order to provide better results to customers

Increase Brand Equity- Strategic tie ups – Reach target audience using diagnostic tool- SEO using diagnostic tool


Summary of Threats (best practices seen)

Cell Ref Best Practices Recommendation

G2 X P2C Targeting customers through referrals due to limited market(client base)

Atlas currently has a limited target market and needs to increase customer retention and get new orders through client referrals.

G2 X P3C Converting brand value created to new clients through referrals

We recommend providing unique value to clients from strategic implementation to post-sales service which generally leads to expansion of customer base.

G5 X P2C Targeting the right audience to reduce costs and increase Profit Margins

Atlas should put emphasis on reaching the right customers for its clients through strategies and sales effectiveness which helps in increasing profit margins.

G5 X P4CUsing Search Engine Optimization effectively to increase brand perception and therefore profits

We recommend creating innovative and differentiating SEO tools and Search Engine Marketing. services as it is provided by all competitors and is a necessity to survive in the industry.

Reach target through referrals- increase brand perception for customers- Increase Profit Margin through targeting- Provide best SEO solutions


Synthesis & FindingsDetailed log of research findings for Digital Consulting

Firm by Goal and by Customer Preferences


The synthesis matrix was created using qualitative scores that were rated during research

Example – Co1 Group score of H was entered in Cell G1 and P1 as an upper case J. This indicates that our Co 1 research indicates a High correlation of value for money on products to reach global consumers.

Note: A score of L in research findings was not entered in the matrix

Research Findings for Co1 Group for Goal 1

Synthesis Matrix


Ranking of the Consulting firms through Synthesis Matrix considering the preferences of customers and company’s goals

» Lenskold Group

» Eboost consulting

» Smart Insights

» Atlas Digital Partners

» Intersection Consulting

» Spears Marketing


Synthesis & FindingsDetailed log of research findings for each Company’s

Goal and by Consumer Preferences


Findings on Atlas Digital Partnersby Digital Marketing Consulting Goal and Customer

Preferences


Preference Findings Reference Score

Increase in order value of online sales

1. Atlas serves middle market companies primarily operating in the financial services, software, health care, retail/hospitality and franchising verticals

• http://atlasdigitalpartners.com/who-we-work-for/ L

Reaching the specific target audience through contextual advertising & behavioural targeting and generating trials and thus increasing revenue

1. One of the clients for which Atlas worked wanted to produce high quality leads and the program produced $5.3 million in closed business from 76 accounts against a $900,000 initial investment over two years

• http://atlasdigitalpartners.com/case-studies/ H

Building & maintaining brand perception through efficient use of e- marketing mix

1. Use of SAAS Marketing tools and digital media Analyzer helps increase brand value

• http://atlasdigitalpartners.com/who-we-are/ M

For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Atlas Digital Partners

http://atlasdigitalpartners.com/who-we-work-for/

http://atlasdigitalpartners.com/case-studies/

http://atlasdigitalpartners.com/who-we-are/



Be distinguishable through SEO(search engine optimization /marketing)

1. Providing unique experience through SEO e.g. Within 60 days, visits increased +31%, pages viewed per visit up 20% and time on site increased 19% for a client (major university)


Cost optimization through optimum mix of CPAs/CPLs(Cost per acquisition/lead) & better ROI(Return on Investment)

1. Atlas’s Digital Media SaaS tool partner and the Client worked together to have I/T systems feed the data in manually and developed key metrics that measured field force productivity and thus reduced costs.


For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Atlas Digital Partners






1. Market Bridge _ an Atlas Founding Partner – improved a leading financial services firm’s sales by over 35% (YOY)

• http://atlasdigitalpartners.com/case-studies/ M


1. The client engaged an Atlas Partner to reach and engage new opportunities through a dialogue based marketing outreach program. The Partner then scored and populated the client’s sales force CRM and nurtured these prospects until they were ready to be closed by the sales force.



1. Depend mainly on SAAS marketing tools and digital media analyzer


For Goal 2 (Diversification & expansion of customer base through existing client referrals) – Atlas Digital







1. Use SEO/ SEM techniques to increase client base e.g. Working with an Atlas Partner the university undertook a search engine optimization (SEO) campaign to improve search engine rankings to further improve visibility and website traffic.



1. Atlas designed and implemented a publishing strategy that increased the number of leads generated by +23% and reduced the client’s overall cost per lead by 7% And increase customer base


For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – Atlas Digital






1. Strategic tie up with Market-Bridge and Founders Investment Banking to increase order value of online sales

• http://atlasdigitalpartners.com/who-we-work-for/ M


1. Atlas serves middle market ($5 million to $500 million) companies primarily operating in the financial services, software, health care, retail/hospitality and franchising verticals

• http://atlasdigitalpartners.com/who-we-work-for/ M


1. Serve clients like search mojo, televerde etc

2. Building customer relationships e.g. Conducting enlightenment session

• http://atlasdigitalpartners.com/services/• http://atlasdigitalpartners.com/who-we-are/

H

For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Atlas Digital



http://atlasdigitalpartners.com/services/





1. No Co relation


1. Effective use of Cost optimization e.g. Atlas designed and implemented a publishing strategy that increased the number of leads generated by +23% and reduced the client’s overall cost per lead by 7%.


For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Atlas Digital





1. Atlas’s Digital Media SaaS tool partner and the Client worked together to have I/T systems feed the data in manually and developed key metrics that measured field force productivity and Sales increased 24%.



1. SaaS marketing tools for customers.2. Strategic tie up with market bridge



1. Building brand perception through innovative marketing programs – Revenue Engines and buyer insights from business development – Demand Analytics.

• http://atlasdigitalpartners.com/who-we-are/ H

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Atlas Digital







1. Working with an Atlas Partner to improve keyword analysis and content management the university undertook a search engine optimization (SEO) campaign to improve search engine rankings to further improve visibility and website traffic.



1. No correlation

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Atlas Digital





1. Atlas works towards increasing sales e.g. Dashboard helped cut sales personnel time in loading data. Sales management gained improved visibility into key sales metrics. Sales increased 24%



1. Different tools for separate customers to increase profit margins, e.g. digital media analyser and SaaS marketing tools

• http://atlasdigitalpartners.com/services/ M


1. Build brand through cost optimization techniques and marketing automation tools to drive sales and create digital assets

• http://atlasdigitalpartners.com/services/ H

For Goal 5(Work on scalable business model through cost reduction & increasing profit margins ) – Atlas Digital







1. Be distinguishable through display advertising, affiliate marketing and SEM



1. No Correlation

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Atlas Digital



Findings on eboost Consultingby Digital Marketing Consulting Goal and Customer

Preferences




1. Unique experience being provided to companies like Real Age, San Diego State University, MOGL, etc

• http://www.eboostconsulting.com/clients M


1. Provides reach to specific target audience through conversion design/ contextual and behavioral targeting e.g. Home of Décor has seen a 104.32% increase in conversion rates over the past year

• http://www.eboostconsulting.com/case-studies/ H


1. Offer distinctive choices to customers through combination of techniques like Capability Sourcing, Conversion Design, Personas, SEO etc

• http://www.eboostconsulting.com M

For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – eboost Consulting

http://www.eboostconsulting.com/clients

http://www.eboostconsulting.com/case-studies/

http://www.eboostconsulting.com/




1. Have varied experience in field like Science and technology, Furniture Company, etc and increased their traffic from 65 to 46700



1. Increased website traffic of TicketKick.com by 247% and reduced cost per click from $1.65 to $1.16


For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – eboost Consulting






1. 85% of their new business leads come through referrals from existing clients who are satisfied with the results.

• http://www.eboostconsulting.com/clients H


1. Helping existing clients reach their desired audience has helped them achieve 55% of the growth by expanding relationships with existing clients.



1. Varied clientele list has added to brand value of firm


For Goal 2 (Diversification & expansion of customer base through existing client referrals) – eboost Consulting







1. Providing SEO/SEM to customer helps in referral

• http://www.eboostconsulting.com/services/ M


1. 95% of our clients continue using our services after completion of the initial contract term


For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – eboost Consulting

http://www.eboostconsulting.com/services/





1. 95% of their clients continue using their services after completion of the initial contract term.



1. Targeting specific audience through existing network of clients



1. Building brand among existing and new clients with use strategic measures in addition to extensive services provided.

• http://www.eboostconsulting.com/services/ H

For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – eboost Consulting







1. No Correlation


1. Basic cost optimization techniques like paid search etc

• http://www.eboostconsulting.com/services/ L

For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – eboost Consulting





1. Make use of 3C model for implementing business strategies

2. Puts emphasis on business drivers and basic building blocks of business

• http://www.eboostconsulting.com/ H


1. Making use of services like paid search, personas, email marketing etc, they differentiate from competitors and increase revenue of customers

• http://www.eboostconsulting.com/services/ M


1. Offering differentiated services help in building brand value

• http://www.eboostconsulting.com/services/ H

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – eboost Consulting







1. Specializes in Search Engine Marketing - includes search engine optimization and pay-per-click marketing.

2. It also specializes in Email Marketing - includes expertise on platforms such as Blue Hornet and Bronto.



1. Optimum mix of CPAs/CPLs reduced cost per click from $1.65 to $1.16 of TicketKick.com


For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – eboost Consulting






1. 55% of our growth has come from expanding relationships with existing clients & through this their profit margin & customers’ online sales by providing unique experience.

• http://www.eboostconsulting.com/clients L


1. Reach target audience through Webinars, Blogs, Articles

• http://www.eboostconsulting.com/webinars/ H


1. Building brand image by maintaining relationship with existing clients and using approaches like 3C model

• http://www.eboostconsulting.com/ M

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – eboost Consulting


http://www.eboostconsulting.com/webinars/





1. Being distinguishable through approaches like 3C model and leveraging scalable start-ups and thus increasing profit margins by having strategic measures

• http://www.eboostconsulting.com/approach H


1. No Correlation

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – eboost Consulting

http://www.eboostconsulting.com/approach


Findings on Smart Insightsby Digital Marketing Consulting Goal and Customer

Preferences




Firm is providing expert advice & recommendations & tips & thus help customer in increasing order value

http://www.smartinsights.com/affiliate-marketing/affiliate-marketing-trends-and-tips/http://www.smartinsights.com/email-marketing/enewsletter-marketing/

M


Through digital Marketing radar model, company help its customer in reaching its target audience & thus provide unique performance

http://www.smartinsights.com/online-pr/ H


Company makes it easy for customer to build its product & through shareable content, it creates awareness for their brand

http://www.smartinsights.com/customer-relationship-management/customer-service-and-support/http://www.smartinsights.com/content-management/content-marketing-strategy/

M

For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Smart Insights

http://www.smartinsights.com/affiliate-marketing/affiliate-marketing-trends-and-tips/


http://www.smartinsights.com/email-marketing/enewsletter-marketing/

http://www.smartinsights.com/email-marketing/enewsletter-marketing/

http://www.smartinsights.com/online-pr/

http://www.smartinsights.com/customer-relationship-management/customer-service-and-support/



http://www.smartinsights.com/content-management/content-marketing-strategy/

http://www.smartinsights.com/content-management/content-marketing-strategy/




1.Company provide search optimization & conversion rate optimization to its customer & thus increase its own brand equity

http://www.smartinsights.com/conversion-optimisation/http://www.smartinsights.com/search-engine-optimisation-seo/http://www.smartinsights.com/ecommerce/

H


1.Company recommend its customer all optimization & better tools required for its benefit through the tools, recommendations & tips given by the firm, customer can optimize its cost.

http://www.smartinsights.com/conversion-optimisation/http://www.smartinsights.com/search-engine-optimisation-seo/http://www.smartinsights.com/affiliate-marketing/affiliate-marketing-trends-and-tips/http://www.smartinsights.com/digital-marketing-strategy-guide/

M

For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Smart Insights

http://www.smartinsights.com/conversion-optimisation/


http://www.smartinsights.com/search-engine-optimisation-seo/


http://www.smartinsights.com/ecommerce/







http://www.smartinsights.com/digital-marketing-strategy-guide/





1. Through blogs & putting data related to how customers prefer them & expanding. Company try to expand its customer base.


http://www.smartinsights.com/blog/

H


1. Customers are teaching their target market through recommendations given by the company. This helps company to diversify & expand its business by putting this information on its site & through customers

• http://www.smartinsights.com/customer-relationship-management/customer-service-and-support/

• http://www.smartinsights.com/online-pr/• http://www.smartinsights.com/digital-marketing-pl

atforms/video-marketing/google-hangouts-video-marketing/

M


1. Company help customer in building their brand. Through customers & blogs, they are trying to increase their customer.

http://www.smartinsights.com/online-pr/ http://www.smartinsights.com/digital-marketing-p

latforms/video-marketing/google-hangouts-video-marketing/


M

For Goal 2 (Diversification & expansion of customer base through existing client referrals) – Smart Insights







http://www.smartinsights.com/digital-marketing-platforms/video-marketing/google-hangouts-video-marketing/











1.Company is helping its customer for optimization & thus with customers help & recommendation trying to increase their customer base



M


1. Customers are earning profits & thus they are orders again & again to company. This helps company to help them more & increase its own customer base

• http://www.smartinsights.com/customer-relationship-management/customer-service-and-support/

M

For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – Smart Insights










No information regarding strategic tie ups L




1.Company through the social media like facebook, twitter, etc are helping its customer to increase revenue & online sales but as no information is there regarding strategic tie ups

• http://www.smartinsights.com/online-pr/ M

For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Smart Insights





No corelation


1. Customers are earning profits & thus they are orders again & again to company. This helps company to help them more & increase its own customer base

• http://www.smartinsights.com/customer-relationship-management/customer-service-and-support

M

For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Smart Insights






1. Company provide free interactive digital marketing health check for reviewing and improving their approach. Thus this increases their online sales



H


1. Through the digital marketing radar, apps & digital checkup tools, customers are improving & trying to reach its target audience


http://www.smartinsights.com/online-pr/ http://www.smartinsights.com/digital-marketi

ng-platforms/video-marketing/google-hangouts-video-marketing/

M


1. Through the digital review checkup tool & revenue calculator, company is helping its customer to increase revenue.

• http://www.smartinsights.com/digital-marketing-strategy-guide/

H

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Smart Insights















1. Company provide tactics for SEO, conversion rate optimization to customer through the digital marketing radar tool



http://www.smartinsights.com/ecommerce/ http://www.smartinsights.com/online-pr/

M


1. No correlation

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Smart Insights










Company got repeated customers order >2.5x more from in the following 12 months & through this they are their profit margin & customers’ online sales by providing unique experience.



M


Company suggest its customers’ review the range of options & by developing Digital Marketing RadarThus, increase it’s profit margin & help customers’ reaching target audience. It also provide Google hangouts for video marketing



H


Company helps its customer to build its brand by providing review tools, recommendations & tips. It help in building brand & google video hangouts & through digital marketing radar.




M

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Smart Insights



















Company provide ample no. of options, optimization recommendations & by helping try to increase its profit margin




H


No co relation

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Smart Insights







Findings on Lenskold Groupby Digital Marketing Consulting Goal and Customer

Preferences




1. Services of Comprehensive Measurement Planning, Market Testing & Experimental Design to check for increase in order value as a unique experience.

• http://www.lenskold.com/services/ma.html H


1. Customer strategy becomes more effective with “next-best-offer” analysis, channel preference modelling, and offer modelling.

• http://www.lenskold.com/services/analytics.html H


1. Lenskold Group offers wide-ranging marketing ROI services and tools to help you achieve the results..

• http://www.lenskold.com/index.html M

For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Lenskold Group

http://www.lenskold.com/services/ma.html

http://www.lenskold.com/services/analytics.html

http://www.lenskold.com/index.html


Preference` Findings Reference Score


1. Came out with an award winning “Marketing ROI” book which offers the most comprehensive and practical approach to measuring and managing the return on investment (ROI) that marketing generates, bringing marketing performance and profitability to new levels

http://www.lenskold.com/about/roi_book.html H


1. They include metrics aligned to financial performance and prioritized based on impact on performance

• http://www.lenskold.com/index.html H

For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Lenskold Group

http://www.lenskold.com/about/roi_book.html





1. Referral online planning tool lets us assess the impact "promoters," "detractors," and influencers have on customer lifetime value and your customer portfolio value.

2. They have a basic ROI analysis for marketing programs designed to improve your Net Promoter® Score or to promote customer references.

• http://www.lenskold.com/tools/referral_value_blank.html

• http://www.lenskold.com/content/tools.html

H


1. Created tools to determine the marketing investment to promote customer references. The ROI on implementing new customer referral programs takes into account the total investment of the program .This is assessed against the incremental profits generated (also as noted above).

• http://www.lenskold.com/content/articles/mprofs_032106.html

H


1. Focus on customer defection reduction and customer value retention.

• http://www.lenskold.com/solutions/priorities.html M

For Goal 2 (Diversification & expansion of customer base through existing client referrals) – Lenskold Group

http://www.lenskold.com/tools/referral_value_blank.html

http://www.lenskold.com/tools/referral_value_blank.html

http://www.lenskold.com/content/tools.html

http://www.lenskold.com/content/articles/mprofs_032106.html


http://www.lenskold.com/solutions/priorities.html




1. Tools have been created to assess incremental referrals and close rates. As noted above, referrals and reference customers should improve the effectiveness of both sales and marketing. Keep in mind that you also want to reverse the negative impact that detractor word-of-mouth has on lost sales.


H


1. Tools try to show current performance, trends, and early indicators of near term performance changes

• http://www.lenskold.com/index.html M

For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – Lenskold Group

http://www.lenskold.com/about/pr/arc_lenskold_sept2011.html






1. Partnership with Paradigma Marketing to Expand its Marketing ROI Consulting Presence into Europe.

2. ARC announced today an agreement with Lenskold Group to provide joint marketing measurement solutions to travel industry

companies..

• http://www.prweb.com/releases/2009/12/prweb3396014.htm

• http://www.lenskold.com/about/pr/arc_lenskold_sept2011.html

H


1. Sales effectiveness is improved through prospect value scoring, conversion analysis, and screening analysis.

•http://www.lenskold.com/services/analytics.html H


1. Through partnership with ARC, using data from ARC COMPASS® and the analytic insight of Lenskold Group, travel marketers can use Marketing ROI Solutions to help assess their media mix, test alternative strategies and tactics, track program performance, and identify market opportunities by viewing ticket sales trends.

• http://www.lenskold.com/about/pr/arc_lenskold_sept2011.html

H

For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Lenskold Group

http://www.prweb.com/releases/2009/12/prweb3396014.htm










No Coorelation


1. Lenskold determines the marketing investment to promote customer references through tools. The ROI on implementing new customer referral programs will take into account the total investment for the program, plus the marketing campaigns to communicate the referral content. This is assessed against the incremental profits generated .


M

For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Lenskold Group






1. Using marketing ROI techniques to improve sales conversion rates, profitable customer acquisition and loyalty program profitability.

2. Use of ROI tools and techniques to strengthen the objectives, targeting, and strategies, to tighten the integration across diverse marketing initiatives, and to allocate budgets aligned to the profit potential.


http://www.lenskold.com/solutions/growth.html

H


1. Created a specific ROI tool for super bowl advertising calculator.

2. Targeting prioritization is established using a combination of a profitability analysis and predictive modeling. Forward-looking predictive models prioritize the most valuable and highest conversion customer segments.

• http://www.lenskold.com/about/pr/superbowl_tool_jan2012.html

• http://www.lenskold.com/solutions/growth.html

H


1. Focus on customer defection reduction and customer value retention through the use of ROI tools developed.

• http://www.lenskold.com/solutions/priorities.html

H

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing)- Lenskold Group





http://www.lenskold.com/about/pr/superbowl_tool_jan2012.html

http://www.lenskold.com/about/pr/superbowl_tool_jan2012.html








1. The Lenskold Group and The Pedowitz Group recently released their 2012 Lead Generation Marketing Effectiveness Study

2. The study draws on 373 B2B marketers to discuss the practice of lead generation, marketing automation, ROI, and how they are all interrelated.

• http://blog.marketo.com/blog/2012/10/how-effective-is-your-lead-generation-key-insights-from-lenskold-groups-2012-lead-generation-marketing-effectiveness-study.html

H


1. No correlation

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Lenskold Group

http://blog.marketo.com/blog/2012/10/how-effective-is-your-lead-generation-key-insights-from-lenskold-groups-2012-lead-generation-marketing-effectiveness-study.html







1. Focus on lead quality and quantity and integrated marketing optimization to reduce costs and increase order sales.

http://www.lenskold.com/solutions/priorities.html M


1. Different tools for separate customers to increase profit margins, e.g. separate super bowl advertising tool, lead generation tool.

• http://www.lenskold.com/content/tools.html H


1. Marketing Mix Simulators and Optimization Models Manage your budget allocation to deliver greater returns from marketing using either simulation or optimization tools, developed from marketing mix model measurements.

2. Through sophisticated modeling , company tries to establishes the influence of different marketing channels and strategies,.

• http://www.lenskold.com/services/roi_tools.html• http://www.lenskold.com/content/tools.html

M

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Lenskold Group



http://www.lenskold.com/services/roi_tools.html





1. Tactical planning is driven by simulation modelling and optimization modelling (generated as extensions of marketing mix modelling).

• http://www.lenskold.com/services/analytics.html H


1. No correlation

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Lenskold Group



Findings on Intersection Consultingby Digital Marketing Consulting Goal and Customer

Preferences




1.They also understand stakeholder business problems and then provide solutions through the delivery of relevant content.

http://www.intersectionconsulting.com/content-strategy/

L


1.Through blogs,firm is trying to increase their brand equity & reaching target audience2. Firm define the internal and external audiences and their information needs for the customer.

• http://www.intersectionconsulting.com/blog/\ H


Firm help its customer in designing and setting up a new blog or optimizing your existing blogging platform. This will help in increasing their brand perception & provide unique experience to customers

• http://www.intersectionconsulting.com/digital-channel-optimization/

L

For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Intersection Consulting



http://www.intersectionconsulting.com/blog/

http://www.intersectionconsulting.com/digital-channel-optimization/





1.The firm select the best tools to adopt and channels to activate based on your audience, social capacity and organizational goals and thus provide unique experience

2.In crappy website strategy, firm considers SEO & provide optimization & unique experience


http://www.intersectionconsulting.com/website-project-management/

H


1. In a digital marketing road map, firm considers ROI & use Analytics

• http://www.intersectionconsulting.com/digital-marketing-roadmaps/

H

For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Intersection Consulting





http://www.intersectionconsulting.com/digital-marketing-roadmaps/





1. Through the testimonials, firm is building its customer base & by providing delivery of relevant content to its customer, it help customer in increasing online sales. In testimonial, customer share their experience.


http://www.intersectionconsulting.com/testimonials/

M


1. Through testimonials & blogs, firm is expanding its customer base & reaching its target audience.

• http://www.intersectionconsulting.com/testimonials/

• http://www.intersectionconsulting.com/blog/

H


1. Firm help in setting up relevant digital communication marketing channels. This would include social networks, digital advertising platforms, online press release tools and social media dashboards. Thus, build customers’ brand perception & try to diversifies & expand its customer through their testimonials

• http://www.intersectionconsulting.com/digital-channel-optimization/

• http://www.intersectionconsulting.com/testimonials/

M

For Goal 2 (Diversification & expansion of customer base through existing client referrals) – Intersection Consulting







http://www.intersectionconsulting.com/blog/








1. In crappy website strategy, firm considers SEO & provide optimization & unique experience to its customer ,which in turn is reflected by testimonials



H


1. Through the testimonials, company is increasing its customer base & through optimization, reducing customers’cost



L

For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – Intersection Consulting












1. No information regarding strategic tie ups L





For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Intersection Consulting




1. No co relation


1. Company provide SEO to customer & thus help in reviewing its impact through Digital Audit Review

• http://www.intersectionconsulting.com/digital-communication-audits/


H

For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Intersection Consulting

http://www.intersectionconsulting.com/digital-communication-audits/







1. After an in-depth discovery process customer will receive a Digital Audit Report that highlights recommendations, gaps and next steps including where to take action, what to evaluate and where to explore. This will help customer in reviewing & increasing its sales.


H


1. Through the digital audit review company helps the customer to review impact of digital marketing & through customers’ testimonial company tries to reach its target audience.

http://www.intersectionconsulting.com/digital-communication-audits/http://www.intersectionconsulting.com/testimonials/

L


1.Through the tool like Competitive Benchmarking Matrix, company help customer to improve & build brand



H

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Intersection Consulting













1. Firm is differentiating through Competitive Benchmarking matrix & provide SEO to customer & thus help in reviewing its impact through Digital Audit Review



M


1. No Correlation

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Intersection Consulting








Through the digital marketing roadmaps, firm follows a particular model & provide manageable plan that is customized to customers specific marketing and communication needs


M


It tries to optimize the existing blog of its customers & through digital marketing roadmaps, try to understand ROI & results vs goals


L


The firm help customer in developing and executing your digital content strategy. Our process includes planning, creating, publishing and managing content in a way that helps brand or organization connect with its audiences.

• http://www.intersectionconsulting.com/content-strategy/

L

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Intersection Consulting










1.It help in selecting the best tools to adopt and channels to activate based on customers’ audience, social capacity and organizational goals. 2.In crappy website strategy, firm considers SEO & provide optimization & unique experience3.Thus, it tries to optimize search engine & through best tools try to increase customer & its profit margin.



H


No co relation

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Intersection Consulting






Findings on Spears Marketingby Digital Marketing Consulting Goal and Customer

Preferences




1. It works one client at a time and provides unique experience

http://spearsmarketing.com/about/ L


1. Strong customjzation of employee preferences through a portfolio of clients from various industries

http://spearsmarketing.com/portfolio/ M


1. Their expertise is helping small business owners understand and leverage technology and marketing strategies to grow their business.

http://spearsmarketing.com/about/ L

For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Spears Marketing

http://spearsmarketing.com/about/

http://spearsmarketing.com/portfolio/





1. Offers comprehensive SEO packages to get businesses ranked at the top the search results.

http://spearsmarketing.com/services/ H


1. They have an expertise in helping small business owners understand marketing strategies to grow their business.

http://spearsmarketing.com/about/ H

For Goal 1 (Increase brand equity by providing unique experience pertaining to specific needs) – Spears Marketing






1. Diversifying customer base through testimonials of diverse client base like dentistry firms, networking firms and hotels.

http://spearsmarketing.com/testimonials/ M


1. They develop a strategic plan for your businesses to integrate all the newest digital marketing methods and put them to work to grow customers business faster.



1. Spears Marketing is a digital marketing consultancy dedicated to helping small business owners increase their profits through targeted online & relationship marketing, one client at a time.

http://spearsmarketing.com/about/ M

For Goal 2 (Diversification & expansion of customer base through existing client referrals) – Spears Marketing

http://spearsmarketing.com/testimonials/

http://spearsmarketing.com/services/





1. Spears offers offer comprehensive SEO packages to get your business ranked at the top the search results.



1. Insufficient Data L

For Goal 2 ( Diversification & expansion of customer base through existing client referrals) – Spears Marketing





Insufficient information to support this point. L


Strategic Consulting -As a service to keep up to date with the latest methods to market your business online.

• http://spearsmarketing.com/services/ L


1. Diverse portfolio of customers who help build a brand perception for which a diverse mix of marketing services are offered through partners

• http://spearsmarketing.com/portfolio/ H

For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Spears Marketing






1. No correlation


1. Local Search Marketing and Local Search Directory Package are offered to reduce costs and increase ROI using CPAs/CPLs.

• http://spearsmarketing.com/services/local-search-marketing/

M

For Goal 3 (Strategic tie-ups with major players in social media & digital marketing arena) – Spears Marketing






1. Conducts Marketing audits to see the rankings of customers’ websites , effective use of social media in terms of getting sales.

http://spearsmarketing.com/services/ M


1. Insufficient Data L


1. Mobile app development services for different firms are provided to reach the young audience who are more active

• http://spearsmarketing.com/services/ H

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Spears Marketing






1. Content marketing and distribution - Pay-Per-Click

http://www.thumbtack.com/ky/bowling-green/web-design/internet-marketing-for-small-business-owners

H


1. No correlation

For Goal 4 (Creating a digital marketing diagnostic tool for differentiation from competitors and reviewing impact of digital marketing) – Spears Marketing




In cases of increase in order value of sales for customers, the volumes increase leading to higher profit margins.

http://spearsmarketing.com/about/ M


They help clients figure out which social media platform should be used by their business. They can help businesses map out a plan to navigate the treacherous social media waters.

• http://spearsmarketing.com/services/ M


Insufficient Data L

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Spears Marketing






1. Offers unique solutions to clients one at a time in terms of search engine optimization and other preferences.

2. Offers comprehensive SEO packages to get your business ranked at the top the search results.



No co relation

For Goal 5 (Work on scalable business model through cost reduction & increasing profit margins ) – Spears Marketing


digital media consulting cla wiz kids

Documents

impact of digital marketing

selected company goals

atlas digital partners

goals andslides

marketing mix p4

customer preferencesafter

goals preference matrix

company goalsafter