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How it Worked Out at​ Vovéo Marketing Group

​Ultimately, Mary Bea and

the​ Vovéo team chose Option​ #2; they decided to embrace digital marketing as an extension of the​ company's foundation. Having marketed several decades of technology breakthroughs for​ Vovéo's clients, Mary Bea immediately recognized the​ long-term role that digital would play in marketing and the need to build a robust and strategic digital marketing offering. The decision to strengthen the​ agency's digital marketing services was a natural extension of​ Vovéo's enduring commitment to keeping its clients ahead.

The​ company's proven track record as a marketing partner for technology innovators provided critical foresight into the potential power of digital marketing​ technology, and set​ Vovéo up for success in navigating the emerging digital dimension.​ Immediately, Mary Bea began building her​ team's capabilities in marketing automation and social​ media, while making sure these new service areas were fully aligned with each​ client's sales process and business strategy.​ Vovéo discovered that the partnership of tried and true marketing expertise and emerging digital technologies made for a powerful blend that ultimately made digital initiatives far more fruitful.

This proved to be the right course of action.​ Vovéo quickly found that it was a natural in adopting​ high-impact digital​ strategies, and integrating them as part of an​ end-to-end strategic marketing plan. Over​ time, clientslong dash


—disappointed by their lack of return working with​ digital-only shopslong dash


—returned to a full​ service, albeit​ digitally-enhanced, agency of record model.

​Vovéo was now able to deliver truly integrated marketing for its​ clients, spanning the physical and digital worlds. In​ particular, Vovéo's increasing expertise in marketing automation systemslong dash


—such as​ Marketo, Pardot, and otherslong dash


—created opportunities to support new digital marketing tactics like lead scoring while still maintaining control of key marketing insights and results. Whereas before​ Vovéo was deploying standalone Electronic Direct Mail​ (EDM) campaigns, now they were able to introduce marketing automation as a natural extension of their EDMs to better deliver tangible​ results, access clear marketing​ intelligence, and create online demand generation. Because​ Vovéo already understood​ clients' core business​ goals, they were successful in seamlessly extending their services to include a digital approach that informed both strategy and​ tactics, leading to an entirely new generation of content creation that included​ infographics, targeted banner​ advertisements, and other digital​ promotions, all feeding directly into landing pages for marketing automation.

This​ re-positioning effort was a critical choice that ultimately empowered​ Vovéo to retain its​ full-service identity and strategic differentiation in a​ digitally-centered world. Like​ Vovéo, every company must expect that there will always be a ​"next big​ thing."​ Long-term success and growth requires leaders to continually embrace innovation and adapt to new movements while remaining true to the core principles that withstand the test of time.

How​ Vovéo Marketing Group Measures Success

Mary Bea measured the result of her decision through two key metrics. The​ first, percentage of revenue generated via digital marketing​ services, showed a clear maturation of​ Vovéo's digital value proposition. The​ second, percentage of clients engaging in both digital and traditional marketing​ services, demonstrated​ Vovéo's ability to guide its clients through the digital marketing movement while retaining a focus on strategic fundamentals.​ Today, nearly 10 years​ later, Vovéo is widely known as a​ full-service agency with a strong footprint in digital marketing. In​ fact, 60% of the​ company's business is generated via digital marketing services and​ 100% of​ Vovéo's clients partner with the agency for both digital and traditional


The notion of​ ________ is adopted largely from a software development context. At one​ point, this was a threat to​ Vovéo's core business.

A.

a diversification strategy

B.

a market penetration strategy

C.

situation analysis

D.

a market development strategy

E.

agile marketing

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