Digital Marketing Services
Digital Marketing Services is a bundle of configurable services that equip marketers and agencies to streamline content development and unify digital data collection and assimilation. Further, Digital Marketing Services enable provision of tools and core processes that facilitate development of content and new initiatives across multiple digital channels.
Thus, Digital Marketing Services help enterprises gain lasting competitive advantage with creation of smart and flexible digital marketing ecosystems.
Digital Marketing Services consists of three configurable tiers:
Specialized Marketing Services
Specialized Marketing Services help enterprises establish effective dialogue with customers. Client management capabilities such as holistic digital strategy, brand planning, marketing campaign design, channel selection/ utilization, brand agency liaison, audience engagement and conversion techniques encompass specialized service offerings. Through this tier, Digital Marketing Services offers multi-faceted capability combined with the expertise of global IT services for deadline-driven marketing realities. This capability forms a critical element of Digital Marketing Services, particularly, for implementation of decoupling strategy and ensuring its success in organizations.
Production Services
Production Services help enterprises develop simple and predictable marketing operations. It comprises core functions designed to support development, testing/ validation and delivery/ release of assets to the required channels. In addition to the core function, this tier also includes service management and quality management functions essential for seamless operation and innovation with new channels, tools and process capabilities. This service tier enables consolidation and standardization of global marketing operations and drives operational excellence and cost reduction.
Digital Marketing Platform
Digital Marketing Platform offers a simple-to-use, rentable platform for delivery of digital services. It is an operating system that integrates all of the above mentioned services. It supports end-to-end marketing operations, starting with brief creation for campaigns to production of digital assets/ properties, campaign execution and analytics. The platform is highly modular and enables marketing organizations to control, simplify and vastly quicken the process of deploying and managing global digital content and media. This tier adds significant automation to the marketing process and helps in capturing knowledge, knowledge management, and ensuring high quality delivery of services.
Infosys Approach
Infosys Digital Marketing Services helps marketers to effectively curb inflation in marketing spend. We employ three cost effective strategies that positively impact shareholder value. These include:
- Decoupling Creative and Production Activities
The digital marketing process comprises two distinct stages – the creative stage associated with designing compelling marketing messages and digital assets and the production stage focusing on assembly, validation, delivery, recording and analysis of audience response. The marketing team can separate the creative and production tasks and leverage the decoupling tactic to realize significant cost savings and optimize marketing budgets.
- Standardization of Global Marketing Operations
Standardization of marketing operation by adoption of a centralized production unit enables process harmonization, improves consistency and quality of work, minimizes administrative and management overheads along with touch points for different stakeholders. Leveraging a centralized team for production activities helps in achieving operational efficiency.
- Adoption of Automation Tools
High volume brand teams with global footprints gain significantly by leveraging automation tools that reduce time-to-market, increase asset reuse, improve compliance and provide better visibility into the entire marketing process.
How Infosys Delivers Business Value
Infosys works with companies throughout their digital transformation journey to maximize their investments and build sustainable competitive advantage:
- Improved Return of Engagement - the Digital Marketing Services provides simple tools that help companies execute integrated multi-channel marketing campaigns with uniform customer experience across channels. It allows for easy to design, implement and collect closed loop promotion analytics/ channel mix/ sentiment analysis
- Simplifying Global Marketing Operations - the service provides a one-stop-shop for all digital marketing needs with integrated global production centers operating on a cutting-edge technology platform. It drives productivity by reduction in process hand-offs, reduced engagement of company colleagues, and leverages mature stabilized processes
- Improved Compliance - the service offers a comprehensive compliance model for regulatory, privacy and security requirements, an adaptive Validation and Verification model to ensure promotion quality, and validated digital marketing platform
- Reduced Total Cost - enabled through reduced rework/ wastage, right work-skill allocation, and increased reuse