Welcome to
The Impact Report |
Welcome to the first edition of the Impact Report, where marketplace sensing and marketing campaign effectiveness are coming together to showcase the impact Marketing Excellence is having on behalf of the Firm. As is the case with every first edition, we expect to evolve this report over time – taking into account your thoughts and suggestions.
What’s new?
The new report will:
- Provide actionable Green Dot insights from competitive intelligence and client engagement
- Report on the effectiveness of our firm-wide marketing efforts
- Better enable us to pivot with purpose and demonstrate the impact to our brand and business
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What to considers: The pandemic has created a new, virtual world by which our industries are impacted. Climate change, COVID vaccination efforts, and social impact topics dominate current events, making our ER&I, LSHC, and Consumer content more relevant than ever.
What to know: Top trends include: green energy and shifting to sustainability, climate change impacts, vaccine distribution, and investment trends.
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| Growth Drivers & Activation In-Market |
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What to consider: Launch (and re-launch) content aligned with key marketplace trends and continue to optimize go-to-market strategies with fewer, more impactful marketing activations via cross-business collaboration and consistent messaging across issues that can make a bigger impact.
What to know: Business-led issue activations saw a 5% decline vs. Jan 2021, while shared activations decreased from 5 → 4 in the past month. The number of cumulative activations we have in market for FY21 has seen a 39% increase compared to the number we had in market to-date last year (1,734 → 2,410.
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What to consider: Deloitte did not receive any media coverage in February for the following growth drivers : Future of Trust, Tech & Innovation, and SPACs. Limited media coverage was also seen across: AI, Cloud, and Washington National Tax. Consider building awareness and amplifying content in these areas in order to bridge the gaps.
What to know: Deloitte garnered the 2nd highest earned media SOV, with a slight lag behind EY. Deloitte dominated the landscape across the following growth drivers: Cyber Security & Privacy, Digital Risks & Controls, Future of Work, and High-growth Businesses.
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| Target Audience Interaction |
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What to consider: Look to re-surface, optimize and/or tailor existing content based on marketplace sensing trends. For gaps in content coverage, based upon market signals, develop new content to target ACP interaction -- quality and speed to market will allow us to own the conversations. Focus on re-engaging CTxO, CFO, and CAccO personas as they saw the largest drop in engagement MoM..
What to know: This month, there was an overall increase of +30% YoY in marketing interactions, signaling that marketing is more effectively converting marketplace awareness to interaction. Specifically, from target contacts, Deloitte continues to see an increase in the amount of target contacts engaged (+18% vs. LY) & quality of engagement (+46% vs. LY).
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| Marketing Influence on Pipeline |
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What to consider: Reach out to Client Account Managers to identify next best conversations with Fidelity Investments, HCA Healthcare, and Royal bank of Canada accounts based upon marketing engagement. These accounts indicate potential to purchase based upon their significant engagement with Deloitte.
What to know: High engaged** ACP accounts on average brought in over 2x more value won ($3.7M / per account) and had a +12% higher win rate than mid-low engaged** ACP accounts ($1.7M / per account) in the month of February.
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Our ask of you: We want to hear from you, our stakeholders!
We ask that you provide us with any recommendations you have regarding how to make this report more useful. Simply click the “Get in Touch” button at the bottom of this email to contact us. |
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| Click the button above to contact the Impact Report team.
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