Anderson Baillie Business Growth | Routes to Market Strategy | Web & Social Media

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Web is a key focus area for marketing, yet band wagon jumping and the excitement of new technologies and platforms often hide the reality of poor return on investment from a lack of strategic approach. While the excitement is understandable, the development rate of the internet and the direction it takes cannot always be predicted so approaches are often chosen because of their profile rather than their suitability either for the company or their audience.

Web marketing is good and there are a wide range of approaches to be taken, but like all other things it needs integrating into business channels and other forms of media, considered as part of a strategy and end results in mind.

Do you relate to any of these business issues?

	Customers are failing to exploit web services, they see it as second class service
	We are not getting enough information on why and who is using our web services
	We need to make our web experience more personal
	We are looking to create dialogue through our website not just shout at them from the web page
	We need to make our channel and partner site more interactive
	Is email stopped by current legislation?
	Do people find email shots less irritating to traditional mail?

The Anderson Baillie Business Growth - New Media Programme explores your business issues through accurately focused consultancy packages based on your actual business requirements.

New media strategy audit New media traffic index New Media Commerce audit. New Media Service Provision Audit New Media Channel and partner Audit Use of new media in marketing communications Customer and prospects receptive index by media and channel.		Creation of a lead definition and profiling framework Evaluation and indexing of customer media and channel noise, including substitutional analysis Assessment of brand story translation through media and channel, including a study into audience reception Culture clash & language barriers Legalities and local trading legislation Brand Translation



New media strategy audit A comprehensive review of the strategy behind new media implementation for sales and marketing, commerce and services support. New media traffic index A complete evaluation of traffic through all channels of new media, both inbound and outbound. New Media Commerce audit. An evaluation of the approach undertaken in the creation of the commerce 'windows' of the business presented via the internet to ascertain functionality, value and proposition delivery, cross selling and loyalty building capacity. This will include further recommendations for business integration and the use of bundling and personalisation to increase traffic. New Media Service Provision Audit An evaluation of service deliver channels, multi channel communication strategy and use of the web to deliver customer service provision. This will include an understanding of customer value segmentation, churn and the need to deliver customer profile specific information to improve their net worth development. New Media Channel and partner Audit An evaluation of new media channels presented to support partners and extended sales networks. Use of new media in marketing communications A snapshot audit of past use, current use and considered future use of new media tactics in marketing activities. This will consider the purpose and reason behind the choice of new media, its relevance and effect on recepients. Customer and prospects receptive index by media and channel. A comprehensive review of audience reception to different levels and types of communication channel or media. This will be related to the proposition used at each stage. Creation of a lead definition and profiling framework A framework developed in accordance with sales requirements to define a lead, a type of lead and a value of a lead to improve marketing measurement and effectiveness. Evaluation and indexing of customer media and channel noise, including substitutional analysis A comprehensive study into 'competitive communications noise' in relation to the brand and the product or service being promoted. Assessment of brand story translation through media and channel, including a study into audience reception Culture clash & language barriers A complete evaluation of target market cultures their perceptions to country of origin, the product or service and the approach or technology that is being applied within. Legalities and local trading legislation For given markets a full assessment of the legal and trading restrictions will take place along with an investigation into DTI & European Community support and exporting body assistance. Brand Translation A comprehensive assessment of brand and grammar translation for direction and accurate pursuance of the correct business statement. Profanity check and religious or specialist interest group translation will also be considered.

	Tiscali Realising the business benefits of Broadband through Tiscali Following initial consultancy and auditing for Tiscali Business Services to support proposition development and messaging, Anderson Baillie Business Growth advised on the real business benefits of Tiscali Business Services.
	MSoft E-procurement doesn’t improve purchasing; it just means you purchase badly more efficiently MSoft, a small family run software company with limited partnership liability status had created one of the UK’s most exciting inventory management, tracking and application products for the National Health Service.

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