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 diversification strategy
a market penetration strategy
a market development strategy