Vertic’s D.N.A. in management consulting enable us to understand business strategy and translate business objectives into digital solutions. Our proprietary strategic model, Share of Life™, is providing the digital foundation for some of the world’s most powerful brands to excel in a highly competitive environment. Vertic’s strategy approach consists of both quantitative and qualitative research that provide the necessary platform for business models that will entangle the brand with the digital user.
We apply an outside-in focused, customer-centric viewpoint, considering users’ needs and preferences, and mapping critical points in the customer decision journey.
The digital strategy includes a plan of key benefit areas that inform the digital assets and capabilities to be developed, including content, technology platforms, processes and experience. The digital strategy includes a plan of key benefit areas that inform the digital assets and capabilities to be developed, including content, technology platforms, processes and experience.
As we conduct more and more of our daily transactions online, it's never been more critical to offer users a seamless, frictionless digital experience that aligns with their daily lives. Users have come to expect an optimized user experience, as a basic requirement, and it's now become a prerequisite implementation strategy across all platforms and devices. Vertic has developed a design framework that utilizes a proprietary approach to the Atomic Design theory. Agnostic across technologies and platforms, this approach enables creative and technology teams to work from a centralized and consistent source, making changes in development simple while dramatically shortening time to market.
As new forms of interface are being introduced, understanding the opportunities for meaningful entanglement through UX is key in the post-digital age. Vertic has developed a design framework that utilizes a proprietary approach to the Atomic Design theory. Agnostic across technologies and platforms, this approach enables creative and technology teams to work from a centralized and consistent source, making changes in development simple while dramatically shortening time to market.
Zero degrees of separation is necessary for a longer term, mutually rewarding relationship between the brand and the customer. Vertic has a bespoke approach to accessing, structuring, and analyzing the ever-expanding data classes and sources, as well as inferring actionable insights. Specifically, we focus on combining “small data,” the data proprietary to the brand, and “big data,” the publicly available digital data.
We call this proprietary approach Digital IQ. Digital IQ filters the immense digital footprint into one clear digital voice, reveals the competitive landscape, and showcases opportunities for the brand to achieve its business objectives. After gathering insights, we derive marketing concepts, which we test in a live environment and optimize based on performance data and analytics. By ensuring KPIs are firmly linked to business objectives, we can confidently ensure the business impact of our solutions.
According to Forrester, 67% of the buyer’s journey is now done digitally, therefore ABM programs have never been more critical in accelerating the decision-making process. Vertic has helped some of the largest brands digitally transform their demand gen and account-based marketing (ABM) strategies and how they go to market.
These programs have effectively and efficiently digitized the entire sales funnel in helping companies achieve commercial and operational excellence while increasing quality of marketing leads. The key ingredients of a successful ABM or Demand Generation program is: account progression mapping, customer decision journey alignment, individualized experiences and actionable reporting.
As we no longer go online, but live online, with multiple stages of buyers’ decision journeys being done digitally, the traditional offline and in-person event experience has evolved to be specifically tailored for the digital medium. With the widespread onset of 5G technology, the quality of streaming keynote presentations has increased to an extent that viewers can feel they are there, seeing and hearing thought-leaders present as they would in the seated audience. However, the digital medium is providing even more opportunities than just saving costs of travel and lodging to such events – there are core interactive elements that are typically unavailable in an offline format.
As more of us integrate and rely on social networking within our business lives, some of the key learnings from these platforms are becoming commonplace in the digital event experience too. Interactive segmentation criteria for indicating pre-event the type of experience an attendee wishes for, customizing the relevance of connections and content based on combinations of profile information and prior content consumption, as well as the shared objectives of attendees, all play key roles to empower any “virtual” attendee to be more productive during a digital event.
Vertic has developed groundbreaking solutions within the digital event space that enable companies to drive measurable consumption of event content, add value for attendees through interactive networking opportunities that are more relevant than in the offline world, and track customer interactions to feed insights to internal stakeholders for event follow-up. Using principles of on-demand content, segmented and interactive networking, as well as a one-with-one dialogue between keynotes and attendees, we are positioned as an true innovator within the space of digital events.
The corporate website is becoming increasing important in connecting customers, prospects, career seekers and investors with the company. Reinforced by a DemandGen report showing that 70% of buyers indicated that the vendor’s website is the most influential touchpoint in their decision making, the .com must serve as a one-stop shop for everything connected to your brand.
Vertic has developed a unique methodology that enables companies to transform the corporate website from being a product-centric brochure to a dynamic and individualized experience, aligning with the customer decision journey from first interaction through to eCommerce, and beyond to ongoing customer relationship. Using simplicity, relevancy and usage of technology as key pillars, we are positioned as a thought-leader within the space of corporate websites, releasing our Corporate Website Index on a yearly basis to serve the market with insights about the latest trends and enabling companies to benchmark themselves against their peers.
Our Marketing-as-a-service (MaaS) outsources the brand’s internal digital resources, meeting digital KPIs by executing marketing activities and accountability. We give strategic recommendations for the company’s digital activities and execute the necessary elements, such as content creation, SEO, data analysis, media planning and execution, campaigns, creative, web update, social media, and more.
Within this model, we define the purpose of each activity, describe the activity’s execution, create governance models to ensure ownership and accountability, indicate inputs and outputs, and implement the designated programs. The MaaS engagement model can be rolled out globally through our global office network and across time zones.
There is a paradigm shift taking place; zero degrees of separation replaces doing business at arm’s length. Limited engagement is replaced by deep-seated entanglement between brand and customer. Aim for Zero Degrees of Separation In the digital age, the distance separating what is good for the brand and what is good for the consumer disappears. The most fruitful companies say goodbye to the time when each side was hoping to get the better of the other. Everything you want to know about your customer’s behavior is within reach. Anything your customer wants to know about the marketplace is easily found online. Each side of the relationship develops a newfangled mindset. Both the seller and the buyer are empowered to do what truly adds value to the interaction. The brand becomes part of the person’s digitized daily routine without being intrusive.
From One-to-One to One-with-One The‘One-to-One’ direct marketing approach has evolved into the ‘One-with-One’ entanglement strategy. The word “to” not only implies direct communication but also what is “done to” the customer to make a sale. With high-tech breakthroughs at our command, success lies in what we do with customers, not simply in how we target the right person for the next promotion. Meaningful digital experiences are the high road to gaining Share-of-Life with deeply involved customers. Create an “Entangled Twosome” The third pillar supporting Share-of-Life™ is how to enable the brand and the customer to become an “entangled twosome.” The concept of entanglement is something we borrowed from the world of quantum mechanics. In the sub-atomic world a pair of entangled particles, no matter how far apart they may be, never let go of one another. It’s a perfect metaphor for how to hold onto customers in a digital economy. Entanglement is the core concept in both quantum theory and today’s marketing.