Digital marketing consultant: organisation is what turns digital marketing into brand love

Think of the brands you appreciate most and ask one question: what is the key factor the target perceives in them? The words people use to describe a loved brand vary, yet they always contain the idea of organisation. This is the starting point of my work as a digital marketing consultant: the path to brand love passes through the way a company is organised, and digital marketing is the lever that makes that organisation visible to the target.

In this article I explore three points:

• why digital marketing is a strategic lever to win the target
• how the most virtuous companies are organising themselves
• the role of a digital marketing consultant in maximising effectiveness

Digital marketing and brand love: what the target expects from your brand

Since the start of this decade the target has been part of an exponential process of change. In this context it has modified its expectations of the digital marketing activities of companies, for two reasons.

• Use and adoption of digital
  The target now sees digital as the way to overcome two traditional constraints:
  • Spatial: the target no longer moves to reach products and services. Products and services move to reach its needs.
  • Relational: the target expects a long-term relationship with the brand. A one-off, hit-and-run transaction is the mark of a commodity. Brand love is the opposite: a relationship that lasts.
• Legitimacy of the digital world
  Digital is accepted as a reality parallel to the physical one, where the target satisfies specific needs:
  • Practical: the target looks in digital for solutions that take it from a state of need to the satisfaction of that need
  • Social: the target finds in digital relationships that go beyond the limits of the physical world

How the most virtuous companies organise themselves

In my digital marketing consulting work over the last 3 years I have observed two types of approach:

• Companies that had to reorganise suddenly because of external change (Covid-19)
• Companies that reorganised around digital in advance, during the previous decade, and are now collecting the results of their strategic vision.

The target perceives companies of the second type as the most virtuous, because they had the time to let good digital marketing practice settle across the whole organisation, which is the substance of a real digital transformation.

The test of every effective brand has one common denominator: internal organisation and processes aligned on the needs of the target. That alignment always passes through digital marketing.

A harmonious organisation of digital marketing activities gives effective and efficient answers to the needs of the target.

Essential approaches and tools of digital marketing

Every company uses digital tools, managed by internal digital teams or by external agencies.

The most virtuous companies have understood that these tools reach their full effectiveness only when they are integrated into an interdepartmental organisational structure aligned on shared goals.

The distinguishing factor of the most virtuous companies is interdepartmental alignment, which produces a targeted answer to the needs of the target.

Digital marketing consultant: aligning teams to maximise effectiveness

Whether your company has just started to align or did it in time, as a digital marketing consultant I have designed programmes that align your activities with the needs of the target.

These programmes are targeted, because each one is tailored to the specific features of your company.

What digital marketing consulting delivers

Targeted consulting allows your company to win the target by aligning:

• strategies
• organisational structures
• processes

This targeted strategic consulting comes from the last 3 years, in which I had the opportunity to work with managers in different countries and to bring them to reason on the priorities to address with customers.