FRUM

Company A, a global manufacturing company, was using a number of websites, social media channels and mobile apps separately for each department that creates content in their marketing and communications for customers without a company-wide strategy and policy. As a result, varying brand experiences and communication messages were delivered to their customers, and internally, the company was experiencing poor operational efficiency due to scattered investment and duplication of effort.

FRUM was able to pinpoint the current situation through an analysis of 50 websites, social media accounts and mobile apps, a comparative analysis of best practices in the same and similar industries, and interviews with various teams. Using this data, we identified the problems with the digital channels and content, measures for improvement and things to improve in the governance and IT infrastructure.

We established a company-wide digital channel linkage vision centered on a single integrated website that takes a consistent brand experience, improved marketing performance, and the future digital experience into account. To support this website, we also established a company-wide digital strategy and a channel governance model, as well as an IT infrastructure integration strategy. To realize this vision, we planned a detailed strategy for digital channels, content, governance and IT infrastructure, and step-by-step tasks for execution.