At the beginning of 2017, we were tasked with creating a digital marketing strategy that united 8 competing automotive brands. The aim was to increase the return on marketing investments by combining the efforts of all the marketing departments against external competitors of the digital environment.
According to the results of the first 6 months of teamwork on the strategy, we found out that the marketing departments and the corporate center were in different information spaces. We decided to launch a longterm corporate digital marketing training for all involved departments and top management. Monday team was responsible for the entire process of training process and content.
During the workshops with the top managers, we realized that there was a need to create a single digital brand and a common e-commerce platform. This was needed to work with customers in a single communication space, to broadcast new digital values and the attributes of a changing company. The designing, organization, and development of the project took a year and a half and was our agency's main challenge for 2018.
The main goal was to design new digital processes and match them with existing offline environment.
Our main areas of responsibility were:
– business analysis process with existing consumer departments
– research and development of the solutions that satisfy both online and offline departments
– brand-platform creating
– e-commerce service design
– managing external development.
By the end of 2018, the brand platform had a developed a marketing strategy and designed communication materials and content for promotion. We had formed an internal team dedicated to the task, as the project had gone rogue with in-house management and implementation team.