What is Marketing Readiness
Through our ‘Marketing Readiness Certification’, Cyber Romance offers a proprietary platform and process developed to help ecom brands:Guarantee all necessary preparative measures are applied to their funnel prior to investing in media spend Establish and track realistic tiered goals unique to their current situation and desired outcomeApply budgets in an informed, even-handed manner respective to their long term resourcesThe result? Sustained, ROI-positive campaign cycles established as quickly and cost-effectively as possible relative to a brand’s position, offer, and resources. There are three key factors that make undertaking ‘Marketing Readiness Certifications’ a tangible, cost-saving measure for brands.The first factor is the assignment of an industry-weighted ‘Readiness Ranking’: A brand’s ‘Readiness Ranking’ is based on subjective answers to a set of questions regarding the brand’s performance, assets, goals, sector, and resources. The first step in receiving a ‘Readiness Ranking’ is to provide these answers to our Consultancy Team. This provided information is then compared to a standard set by hundreds of other brands who succeeded or failed in establishing ROAS on past digital campaigns. This comparison results in a ‘Readiness Ranking’, which in turn establishes a rough delta between the brand’s current standing and the cumulative standing set by others who have successfully generated sustained ROAS. According to this ranking system, there are four levels of Marketing Readiness:Not ready to invest in media spend Ready to invest media spend in prospecting campaigns Ready to invest media spend in establishing conversion campaigns Ready to invest media spend in scaling conversion campaignsThe primary purpose of a ‘Readiness Ranking’ is to establish both a north-star goal and realistic expectations before any amount of time or budget has been invested. The second factor is the creation of a unique-to-brand ‘Growth Strategy’: A ‘Growth Strategy’ is a written report consisting of research on your brand and its sector, analysis of said research, and tiered goals based on the resulting analysis.The composition of a ‘Growth Strategy’ is standardized based on hundreds of previous marketing initiatives, and anticipates all unique-to-brand information required to deliver a ‘Marketing Readiness Certification’.Preparing a ‘Growth Strategy’ is a collaborative process between our team and your own — while the sections within the strategy are standardized, our team goes through great lengths to ensure that the end report truly captures your unique position as a brand. The primary purpose of a ‘Growth Strategy’ is to create a singularity in the information being used by a wide array of specialists to set goals, develop assets, and allocate budgets. The result of a well developed ‘Growth Strategy’ is increased effectiveness in assets, efficiency in time/budget investment, and clarity in long-term decision making. The third factor is the confirmation of all assets in a brand’s ‘Readiness Roadmap’:A ‘Readiness Roadmap’ is a collection of assets and criteria that, if present, indicate that it is economically advisable to invest in media spend.The assets and criteria that comprise a ‘Readiness Roadmap’ are:Growth Strategy Verbal Brand Kit Visual Brand Kit Product Content Ecom Store Platform Set Up Audience Buildout Campaign Strategy Campaign Content Campaign Build OutWhile the definition of a ‘Readiness Roadmap’ is standardized, a brand’s adherence to the readiness system is calibrated to their unique position. Calibration of a ‘Readiness Roadmap’ is dependent primarily on the two factors discussed above: a brand’s ‘Readiness Ranking’, and their ‘Growth Strategy’. For instance, a brand ranked ‘1. Not Ready to Invest in Media Spend’ will have the steps of their Roadmap calibrated to getting them to ‘2. Ready to Invest in Prospecting’. The ‘Campaign Strategy’ and resulting ‘Campaign Content’ will be focused on achieving this goal rather than scaling an existing conversion campaign. Or, take into consideration a brand who has a ‘Growth Strategy’ which indicates that a high level of pre-purchase research is common for their audience – the ‘Ecom Store’ and ‘Product Content’ portions of their roadmaps will require a heightened level of development of these assets compared to, say, another brand whose ‘Growth Strategy’ indicates that engaging social content is the differentiating factor in success among competitors. Another common variation in a brand’s unique achievement of ‘Marketing Readiness’ is the pre-existence of assets in their ‘Readiness Roadmap’ — as in, the brand’s ‘Growth Strategy’ indicates that their existing ‘Ecom Store’ matches all criteria possible for a successful site. In this case the brand would invest nothing in this aspect of their ‘Readiness Roadmap’ and simply move on to the ‘Platform Set Up’ step. Confirming a ‘Readiness Roadmap’ may be a very different experience for a well established brand vs. a brand who is just starting out, with unique timelines and investment ultimately reflecting this.