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Marketing operations strategy for global tech company

Infosys Consulting was engaged to define and implement a comprehensive marketing operations strategy for a large global technology company. The project aimed to streamline and enhance the client's marketing operations, making them more efficient and effective in reaching their target audience. This involved a significant onsite-offshore team of over 140 members working collaboratively to address several key areas critical to the client's marketing operations.

   

Solution

  1. Search engine optimization (SEO): Implementing strategies to improve the client's search engine rankings and visibility, thereby driving more organic traffic to their website.
  2. E-Commerce support: Enhancing the client's e-commerce capabilities to provide a seamless and efficient online shopping experience for customers.
  3. Content management: Developing and managing high-quality content that resonates with the target audience and supports the client's marketing goals.
  4. Campaign setup and management: Creating and managing marketing campaigns to ensure they are effectively reaching and engaging the target audience.
  5. Campaign optimization: Continuously analyzing and optimizing marketing campaigns to improve performance and return on investment (ROI).
  6. Analytics & reporting: Implementing robust analytics and reporting mechanisms to track the performance of marketing efforts and make data-driven decisions.
  7. Market intelligence: Gathering and analyzing market data to inform marketing strategies and stay ahead of competitors.

Client value

The implementation of this marketing operations strategy delivered substantial benefits to the client:

  1. Cost reduction: The consolidation efforts resulted in a 58% reduction in costs, making the client's marketing operations more cost-effective.
  2. Transformation benefits: The transformation initiatives provided a 28% benefit over the contract tenure, highlighting the long-term value of the project.
  3. Time to market: The time to market was reduced by 38%, significantly enhancing the client's ability to respond swiftly to market demands and opportunities.
  4. Customer satisfaction: The geo marketing team’s customer satisfaction (CSAT) score improved from 2.7 to 3.9, indicating a marked improvement in the team's performance and client satisfaction.

Results

The project demonstrated Infosys Consulting's capability to deliver tailored solutions in the marketing domain, driving significant business benefits through strategic transformation and operational optimization. By addressing critical areas such as SEO, content management, and campaign optimization, Infosys Consulting was able to enhance the client's marketing efficiency and effectiveness. This ultimately led to improved customer satisfaction, reduced operational costs, and a more agile marketing operation capable of responding quickly to market changes.