With consumers engaging with brands via a number of channels – from in-store, online, and social media – SAP wanted to quantify the business impact of interactions conducted through digital platforms, and demonstrate how to improve associated services.
While previous research around this topic had shown how consumers engage with brands on digital, it had not quantified consumers’ digital expectations, brands’ ability to meet them, and the business impact of failing to do so. The SAP Australian Digital Experience Report aimed to uncover these insights for the first time anywhere across the globe.
The SAP Australian Digital Experience Report was a PR-led integrated campaign with marketing and sales, which ensured it aligned to all business priorities and engaged all audiences.
To begin, qualitative research – undertaken through consumer focus groups – provided insight around how consumers engage with brands on digital channels. Using the responses, a focused quantitative questionnaire was developed, where over 3,000 respondents ranked 7,000+ digital engagements from 34 large Australian brands across six industries.
The research found Australian brands aren’t delivering the digital experiences consumers want, which translates to a loss of customer loyalty and advocacy.
These findings were showcased in content supporting PR, marketing, and sales – including a digital whitepaper, infographic, video animation, and presentations for sales meetings.
With the first phase of the campaign designed to create awareness, the results were launched to media, resulting in broad coverage across key Australian business, IT, and marketing publications.
This enabled SAP to launch the marketing and sales phase, which included a unique microsite, advertorials, targeted EDMs, roundtables, speaking engagements with 800+ audiences, webcasts, and social assets. Similarly, tailored sales kits recapping individual brand scores empowered sales managers to speak with clients and prospects around their performance and pinpoint specific areas to improve the digital experience.
The SAP Australian Digital Experience Report made a significant business impact locally.
The strong media relations campaign, supported by integrated marketing, raised awareness of the issues and enabled the sales teams to directly engage many of the brands ranked in the report and prospects. This generated sizeable new business leads, while accelerating existing pipeline. The digital whitepaper was downloaded 346 times in the first four months.
From a media perspective, more than 180 articles appeared – across titles including The Australian, Sydney Morning Herald, Sky Business News, and ZDNet – reaching 187 million unique visitors in media.