How it Worked Out atVovo Marketing Group

Ultimately, Mary Bea and theVovo team chose Option#2; they decided to embrace digital marketing as an extension of thecompany's foundation. Having marketed several decades of technology breakthroughs forVovo's clients, Mary Bea immediately recognized thelong-term role that digital would play in marketing and the need to build a robust and strategic digital marketing offering. The decision to strengthen theagency's digital marketing services was a natural extension ofVovo's enduring commitment to keeping its clients ahead.

Thecompany's proven track record as a marketing partner for technology innovators provided critical foresight into the potential power of digital marketingtechnology, and setVovo up for success in navigating the emerging digital dimension.Immediately, Mary Bea began building herteam's capabilities in marketing automation and socialmedia, while making sure these new service areas were fully aligned with eachclient's sales process and business strategy.Vovo 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.Vovo quickly found that it was a natural in adoptinghigh-impact digitalstrategies, and integrating them as part of anend-to-end strategic marketing plan. Overtime, clientslong dash

disappointed by their lack of return working withdigital-only shopslong dash

returned to a fullservice, albeitdigitally-enhanced, agency of record model.

Vovo was now able to deliver truly integrated marketing for itsclients, spanning the physical and digital worlds. Inparticular, Vovo's increasing expertise in marketing automation systemslong dash

such asMarketo, 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 beforeVovo 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 tangibleresults, access clear marketingintelligence, and create online demand generation. BecauseVovo already understoodclients' core businessgoals, they were successful in seamlessly extending their services to include a digital approach that informed both strategy andtactics, leading to an entirely new generation of content creation that includedinfographics, targeted banneradvertisements, and other digitalpromotions, all feeding directly into landing pages for marketing automation.

Thisre-positioning effort was a critical choice that ultimately empoweredVovo to retain itsfull-service identity and strategic differentiation in adigitally-centered world. LikeVovo, every company must expect that there will always be a "next bigthing."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.

HowVovo Marketing Group Measures Success

Mary Bea measured the result of her decision through two key metrics. Thefirst, percentage of revenue generated via digital marketingservices, showed a clear maturation ofVovo's digital value proposition. Thesecond, percentage of clients engaging in both digital and traditional marketingservices, demonstratedVovo's ability to guide its clients through the digital marketing movement while retaining a focus on strategic fundamentals.Today, nearly 10 yearslater, Vovo is widely known as afull-service agency with a strong footprint in digital marketing. Infact, 60% of thecompany's business is generated via digital marketing services and100% ofVovo's clients partner with the agency for both digital and traditional initiatives.

Eight to ten yearsago, theVovo Marketing Group began to see programs like Marketo and HubSpot. These can be defined as________.

A.

functional planning tools

B.

SBUs

C.

a BCG growthdash

-market share matrix

D.

marketing automation tools

E.

strategic planning tools