Digital marketing for Oil & Gas industry client
Project: UK based Oil & Gas industry client was looking for marketing strategy expertise to drive adoption of a new digital platform, which would serves as a single source of truth for an in-house knowledge database. The overall goal was to increase knowledge of successes within the business to provide transparency for marketing materials (i.e., library of templates). To develop the strategy & build a digital marketing platform that unites marketing and communications across all business lines internally for this Oil & Gas brand.
Focus was on driving digital marketing transformation across the business with multiple stakeholders and complex decision making mechanisms as part of this digital marketing for oil & gas client.
Results: Digital marketing transformation strategy & implementation to drive adoption of the new digital platform - creation of the knowledge sharing database which served as showcase that incorporated digital transformation trends. Increased knowledge of successes within the business to provide transparency for internal marketing purposes.
To delve deeper though on this digital transformation project for this Oil & Gas client - they were looking for marketing strategy expertise to drive adoption of a new digital platform and increase knowledge of successes within the business for the purpose of transparency.
One of the key drivers for this new digital showcase was the lack of a centralized platform where these types of case studies were shared - my first point of action was to delve deeper into exploring not only the need for this type of digital showcase but also the expectations around it. This was done through qualitative research by speaking to various stakeholders within the organisation and collating / highlighting key findings and insights (some of which I’ve shared below).
Teams were working in silos and this was perceived to be problematic. Horizontal knowledge sharing was seen as a threat - which was counterproductive and one of the key reasons for the digital showcase project.
Teams desired to be connected on an operational level with the need for a showcase to bring to life how each team within different departments was delivering upon the company’s overall ambition.
Key gaps in lack of equality in terms of showcasing the value of each department’s contribution to the organisation. The need to highlight the value each department brings - modularity, automation, CX, & data analytics, and so much more.
The desire from different departments to bring all team members on a journey with them so all of the workforce could feel excited by their mission and accomplishment. End goal of the showcase to motivate team members.
For digital transformation to drive transparency - for people internally to understand digital, then that would take the organisation on the journey of digitalization.
Showing milestones that can be achieved - how quickly it is possible to go from data to action. Sharing success stories critical for driving transparency.