Brands Such as Culligan International, Farmers Insurance, NextCare, TotalProtect and Waste Management Benefit From Ethology’s Digital Strategic Planning Process
SCOTTSDALE, AZ–(Marketwired – May 12, 2015) – Customer experience is the heart of every business and digital marketing leader Ethology today announced Heartbeat — a six week brand strategy sprint designed to keep it beating. Crafted to reveal engagement strategies and prioritize tactical opportunities, Heartbeat uses real data, real customer relationships and real results to examine and maximize every touch point within a digital ecosystem so businesses seeking to achieve profitable digital brand growth can chart an informed course.
“Our strategic planning process and output have always been unique, and with the introduction of Heartbeat, we are now able to adequately communicate that differentiation to the marketplace,” said Larry Jenkins, president, Ethology. “By productizing our award-winning offering, we’ve made it possible for challenger brands to methodically grow their online businesses and integrate creativity and tactical performance into a customer centric, results-producing program.”
Ethology recently executed a Heartbeat digital strategic planning sprint for Culligan International as part of the company’s 2015 marketing planning process. Heartbeat exposed opportunities for profitable digital brand growth that included an informed website redesign, the revamp and re-launch of Culligan International’s social media program, an expansion of the company’s educational content and a fully integrated digital marketing program.
Preliminary results have revealed that the implementation of the strategies uncovered by Ethology’s Heartbeat sprint have dramatically increased customer engagement and improved the customer experience for Culligan International. Referred visits to Culligan.com increased by 179 percent while new visits to the Culligan blog increased by 38.51 percent year-over-year. Total organic visits to Culligan’s new section of educational content on its website increased 61 percent over a three month period while total conversions from the same section increased 127 percent during the same period.
“In addition to identifying and prioritizing improvement opportunities, Hearbeat really helped us gain consensus and strategic alignment among stakeholders across our organization,” said Ervin Rokosh, director of Marketing, Culligan International. “Now that we’ve begun to execute on the clearly defined path, we’ve seen an improved customer acquisition rate along with increased customer satisfaction and lifetime value. It doesn’t get much better than that.”
In addition to Culligan International, brand such as Farmers Insurance, NextCare, TotalProtect and Waste Management have all benefitted from Ethology’s Heartbeat sprint. For more information, please visit http://www.ethology.com/our-services/strategic-planning/.
Ethology is the integrated digital marketing agency for evolving consumer brands, and a portfolio company of Tallwave, a venture development firm that validates, grows and helps start-ups commercialize their businesses. The ethology team has expertise in UX design, research, strategy, planning, organic and paid search, display and social media, email marketing, content strategy, analytics, web development and creative design. The digital agency services large Fortune 1000 and mid-size brands in travel and hospitality, consumer retail, ecommerce, finance and banking, telecommunication, consumer package goods, insurance, entertainment and healthcare industries. For more information on ethology, please visit Ethology.com.