About the Project: As a digital marketing agency, we are extremely interested in redefining digital business transformation as an engine of future value for both organizations and society. This has been called the Great Digital Reset.
We want to produce a whitepaper, that will act as a free piece of information that we can send to our clients via an email campaign, that will generate traffic to our marketing hub website where the whitepaper will be hosted. We want our clients to learn about the great digital reset, and become knowledgeable about what the future holds and, with this in mind, how they should plan to market themselves, and the importance of going digital now, and post COVID.
The whitepaper will need to be interesting to read, be informative and educational. Our clients will be from all kinds of different industries, so it should not be specific to one industry. The whitepaper content should provide general information about: - The Great Digital reset - How and why it’s come about – Within this, should obviously be a section on effects of COVID-19 - Opportunities that lay within going digital - The world is transforming to digital: What changes they can expect to see in the next couple of years - How and why businesses should embrace the Great Digital Reset - Potential consequences if they do not - What they should be doing to remain successful / grow their business - How marketing has changed throughout corona - Specifically, how B2B marketing has changed - Ideas on how B2B businesses can attract and generate leads (how they can market to their customers who are no longer in the office, and are B2B brands so reaching out on social media isn’t ideal) - Sectors that have grown in light of COVID, and sectors that have struggled - Marketing trends that grown, eg Pay per click. Marketing trends that has struggled, eg out of home advertisement - Which digital transformation techniques companies have adopted to survive Coronavirus (eg, online events, new websites, new features on their websites such as immersive experiences) - The best digital makreting tools out there to support businesses in their digital transformation - How digital technologies and digital marketing have transformed the way in which we interact with customers - Examples of the best creative, digital campaigns throughout lockdown and how and why they have been selected as the best - Tips for B2B marketers, eg do this…eg virtual events - Conclusion / Summary
** Please remember throughout that we are a digital marketing agency, therefore, when applicable, please relate back to digital marketing**
Examples of content we have come across, that has fueled our campaign, and that we would be expecting to see: - https://creativepool.com/magazine/inspiration/the-top-15-most-inspiring-lockdown-campaigns.23981 - https://www.marketingweek.com/b2b-marketing-change-after-coronavirus-pandemic/ - https://www.campaignlive.co.uk/article/magazines-tap-passion-purpose-readers-crave-lockdown/1680508
Project Goals: - Educate our clients on the great digital reset - Educate them on what they should be doing to survive the reset - Educate them on consequences if they do not - Push our brand in front of our clients (we will do this via our campaign, you do not need to include anything of our brand in the whitepaper) - Impress them with our expertise and education offering – Whitepaper written in professional, easy to understand manner, that holds the reader’s attention
The whitepaper will need to be as detailed as possible, which will require some research. We will need the whitepaper referenced throughout to ensure we are not breaking copy write rules We do not need the whitepaper designed, we just need the copy We are expecting around 15 – 20 pages
It should be in depth, and should have a purpose. This purpose should be to: 1) Educate industry professionals on how to remain successful. This means that the campaigns and tools, and all content, written about in the whitepaper should be new and exciting, and we are not speaking of ‘adapting, being resilient and using zoom’, for example. 2) Ensure our clients are aware that the world is transforming to digital, and they need to ensure they are keeping up
