During our week 10's live lecture, Jennifer Stoll, VP of Strategy Valtech, delivered an excellent presentation about "Leveraging Digital Marketing.
Strategy to Elevate the Customer Experience". As a person who has dedicated herself to creating strategic solutions across a broad range of industries, Jennifer's experience in the digital marketing strategy realm is unparallel.
At first, she explained to us the definition of "strategy" from the marketer's perspective. Strategy, in a nutshell, can be roughly divided into three steps which are "Answering Questions," "Providing Direction," and "Evaluation From Different Viewpoints." As a marketer, it is their obligation and responsibility to continually answer customers' questions and point out solutions while considering multiple aspects of viewpoints. However, it is much more complicated than it sounds. To ensure a well-developed strategy, a marketing strategist needs a group of brainpower to subdivide the strategy process into more detailed steps. It involves a series of diverging and converging activities, such as research, synthesize, Ideate and planning. Specifically, these activities include Stakeholder interviews, Competitive Analysis, Social Listening & analysis, etc.
Usually, a strategic planning process can take up to months because it requires incredible brainstorming, researching, communication and data analysis. The strategy team also need to figure out their priority and be fully aligned with each other to ensure an ideal final result.
I have always been passionate about a career as a Digital Strategist because digital marketing has become bigger and bigger over the past decades. I am more than happy to participate in brainstorming a fantastic digital campaign to help the brand grow on a bigger scale and drive more traffic with higher conversion. I am also a data-driven person, and I think data can provide maximum transparency, which will help you to get the most insightful strategy. I believe it will be both challenging and fun if I work as a digital strategist in the future.
Talking about the case study activity that Jennifer gave us. Our group considered brand sites essential for a business because they will help customers navigate more easily, offer customers more relevant product information and better help the company segment customers. Based on Jennifer's feedback, she mentioned that "It is important to understand those target audiences and their difference." Also, it is worth paying attention that if one of your brands has caused any scandal, it will likely affect your other brands' reputation, like a domino effect.
I have a few questions for Jennifer after finishing listening to her presentation. First, do you think it is feasible for companies to embrace the D2C business model since this model is the most prevalent and has been altering the CPG landscape to a great extent continuously? Second, what tools are required to conduct those analyses? In other words, what software do we need to master to create insightful data analysis?
I think Jennifer gifted us a very informative presentation about digital marketing. I learned that it is a job that involves tremendous brainstorming and is also time-consuming. We have to be extraordinarily insightful and considerable to achieve the desired results. Her speech can help my job search because it inspired me and encouraged me to apply for a position strongly related to digital strategy planning.
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