Digital Strategy for Autonomous Auto Manufacturer

The Problem

Our client — a 100-year-old automotive technology manufacturer — was in the midst of planning a company reorganization and spin-off initiative that would result in two independent and autonomous companies. To support the effort, Fox Consulting Group was brought in to help establish a digital brand presence and set the company in the right direction with digital and web strategy.

The Solution

First and foremost, the client needed to completely re-imagine their presence on the web. Starting with target audience research, we helped to define the personas that would be at the center of any/all future digital marketing efforts. With these audience groups in mind, we crafted a content strategy for a new website, which included information architecture, technical SEO strategy, conversion path planning and overarching user experience direction. To effectively tell the new brand story, the website had to be both simple and information-rich; clean and decluttered, but also engaging and interesting.

In an accelerated 2 month project timeline, the client’s website was researched, planned, and launched. Within 1 day of launch, Organic Search traffic had grown from 0 to roughly 6% of overall traffic. Over the next 13 months, Organic Search traffic has grown consistently month over month and as of June 2019 makes up 29% of the site’s overall traffic (Over 67k sessions).

Not only did the client need to produce digital marketing results — they also needed to measure and report them to internal stakeholders. To meet this need, Fox established a holistic marketing analytics strategy, which included Google Analytics deployment, Google Tag Manager installation & custom tag development, and Google Data Studio dashboard creation.

Covering each of the client’s internal business segments, as well as each primary marketing channel, we delivered a suite of analytics dashboards that tell the story of marketing success — in a realtime and self-service format. The client has access to each dashboard, and has positioned data and analytics at the center of their decision making process.

Additionally, the client now has a framework on which to build future analytics reports for marketing campaigns.

Client Industry: 
Automotive
Client Size: 
$14 billion
Client Employees: 
141,000 employees
Tactics & Deliverables:
  • Market & Target Audience Research
  • User Persona Development
  • Content Strategy & Information Architecture
  • SEO & SEM Strategy and Implementation

Testimonials

What They're Saying

Fox’s work on re-architecting our tag management system has made our analytics work much more streamlined and efficient. Now we can now consume data in a more digestible way, which fuels a more effective marketing strategy

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