What we do
If you want to make smart decisions at pace you need a plan. It sounds obvious but you’d be surprised how often people skip this step. We don’t. Working back from your objectives, we build a strategy, for both the short and long term, that clearly shows how best to proceed.
What we do
A base requirement for any marketing campaign is to take your brand’s communication objectives and get the strategy right, who are we talking to, why do they buy, how do they buy? We need to understand their lives , understand what makes them tick and develop insights that enable us to create ideas with impact. This is essentially marketing 101, developing smart strategic marketing. But every campaign and marketing plan needs a strong strategic foundation.
Part of any digital strategy is not only understanding the media strategy or channel strategy but also the data strategy. How do you tie everything together to track and understand what is going on? How do you use the data you already have or the data you collect in the campaign to trigger more specific personalised content or actions. Thinking through what is required both at a campaign level and it an overall brand level is a key strategic piece of work. How do you also collect data for future campaigns
User experience is the last piece of the strategy puzzle. The overarching comms strategy defines the big brand approach, the ecosystem maps out the landscape but the UX strategy defines how people, users experience the brand. What are their needs, what experience do we want to create, what is the journey we want them to go on, how do we manage different types of customers with different requirements, how do we build a frictionless experience that feels intuitive. This is the detailed blueprint that we create before we start a visual design process.
When we do our digital strategy we rely on three sources of data, conversations/workshops with the marketing team, benchmarking international best practice, and primary research with your customers. We can do this ourselves, but we like to start with any research you may already have. Often companies have more research than they realise, we’d far rather use what is already done in order to move faster. Strong strategy though needs to be based in real facts, grounded user research, assumptions can be dangerous. And our research doesn’t stop there. We continuously learn from real market activity to validate or provide insights.
We’re on a mission to ‘own the edge’. To help us get there we created YS.Labs; a proactive think tank where we workshop the latest tech and figure out how it could work for our clients. If you have a creative technology challenge you’d like to explore feel free to ask us. We’d be happy to take a look and work up a prototype to really understand what’s possible.