THE CLIENT
Based in Orlando, Florida, the client is an industry-leading provider of scalable and configurable robotic automation solutions for supply chain optimization. They cater to diverse sectors such as e-commerce, healthcare, and retail, with a significant global footprint.
THE BACKGROUND
In this case study, we explore how our dual-shore team integrated with the organization’s marketing department to create a unified brand presence and make data-driven decisions to drive engagement and sales. The Dura Digital Business Growth, Human-Centered Design and Engineering studios accomplished this by providing design services, improving the organization’s web analytics through website tracking and reporting, and providing website management. This document covers the challenges faced, the strategies employed, and the successful outcomes of our collaboration.
THE CHALLENGE
A leading supply chain and robotics organization was looking to optimize their marketing efforts amidst changes in team resources. They faced an increasing demand for content, improved campaign management, and more trade show activities. They wanted to increase consistency in their brand appearance, maintain an engaging web presence, and run effective campaigns to support the launch of new robotics solutions. Some of the specific areas where they sought to improve their marketing operations:
Consistency with brand guidelines: The organization lacked a cohesive brand guideline, which caused inconsistent use of branding across presentations, internal communications, web pages, and sales assets
Implementation of mature marketing reporting tools and metrics: The website lacked analytics tracking. Unable to see website clicks, engagement, and user data, the team couldn’t make strategic data-driven decisions. This lack of metrics reduced campaign and lead generation effectiveness, and led to dissatisfied customer interactions.
Website management: Challenges in maintaining an engaging and high-performing website, created issues such as low visitor interaction, minimal clicks, and a lack of form submissions.
THE SOLUTION
To improve the organization’s digital journey, Dura Digital leveraged its Human-Centered Design, Engineering, and Business growth studios to provide and execute a comprehensive marketing and digital web presence strategy to achieve the organization's goal. This effort included:
Enhancing brand consistency: The Dura Digital team developed standardized brand guidelines to ensure uniformity across all digital and physical media. The brand guidelines were applied to the website and created uniformity across all the pages, giving the website a clear and consistent look and feel. The new brand guidelines were then applied to the organization’s social media accounts, internal & external communication tools, presentations, and sales assets.
Implementing robust marketing reporting metrics: The Dura Digital Engineering team introduced advanced tracking and reporting tools through Google Analytics and HubSpot to measure key performance metrics, which provided the marketing team with valuable insights into customer interaction and enabled better strategic oversight.
Improving website management: The Dura Digital Engineering team optimized the website for better design and performance. User experience was prioritized, allowing customers to find relevant info more easily. This process focused on increasing visitor interaction, boosting clicks, and enhancing form submission rates through improved design and content strategies.
THE RESULTS
By improving brand consistency, marketing metrics, and web management, the organization achieved significant improvements that positively impacted user interaction and marketing effectiveness.
The improvements included:
Enhanced brand consistency: Standardized guidelines created a cohesive and professional brand presence across all digital and physical media. This increased brand recognition and trust, positively impacting customer perception and engagement. Quarterly LinkedIn impressions increased by 4.2% and interactions by 16.7%.
Improved marketing reporting metrics: Advanced tracking and reporting tools provided valuable insights into customer interaction, enabling better strategic oversight and data-driven decision-making. This improved the effectiveness of marketing campaigns, resulting in higher engagement and conversion rates.
Optimized website management: The organization’s website saw a significant boost in performance. The website user data shows that the monthly number of users has increased by 51.4% compared to the first month of website management. The improved design and content strategies contributed to more people visiting the site, better user experience, and increased lead generation. The results of the marketing strategy and approach executed by Dura Digital are key indicators of the client's strengthened market position as a leader in the robotics and supply chain industry.
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Services provided:
• Website management
• Web analytics
• UX/UI