We live in a multi-brand, multi-site era. Large global organizations are managing multiple digital experiences and properties for numerous brands, products, marketing campaigns and communities every day.
The consumer packaged goods (CPG) is one industry in particular that requires global consistency with localized deployments and speedy delivery for digital branding and marketing efforts.
As digital business initiatives continue to scale, organizations’ digital experiences can easily (and very quickly) get out of hand, becoming unmanageable and inconsistent. Add in the complexity of managing multiple websites regionally in local languages, duplicate code, varying content management systems and clunky legacy technologies, and chaos is likely to ensue. IT teams are tasked with reducing this risk and ensuring compliance across the entire organization without limiting business or marketing’s digital experience needs and functions.
Global organizations operating in the multi-everything era need a controlled approach to manage, deliver and govern their digital sites properly, with a layer of freedom built in for digital business teams to create new digital experiences as required.
Executing such digital marketing strategies beyond the branded digital experience are also important and require a future proof platform that allows for complex technology integrations. Edelman’s report “The Year of the Consumer-Led Marketer” reviews digital marketing techniques that are prominent with major consumer brands today.
These include the increased production of product videos, the integration of social media content and analytics, and direct to consumer commerce (D2C) options where consumers can buy a product on any digital media channel beyond the brand’s main digital platform. EConsultancy’s 2017 predictions show that brand digital marketers are focusing more on live video and content for wearable devices. And while these integrations are important, let’s not forget why the branded digital experience as the hub is crucial: According Nielsen’s “Global Trust in Advertising” report, “the branded website is most trusted source of information with 70% of consumers making it the preferred source”.