Impact of One | ROOTS Asia Pacific
Impact of ONE
Our multi-disciplinary approach to delivering the most impactful solutions drawn from across different specialised teams, delivered as one fluid expression.
What makes a good marketing team?
By most definitions, it’s a combination of capable and passionate specialist teams working effectively towards a common business goal. There are communications, brand, creative, technology, insights and social, just to name a few. In theory, that makes perfect sense but in practice, the greatest barrier to success is always misalignment between teams. From KPI agreements to SOPs, the work itself is simple; the orchestration of teams is brutal.
A full-fledged marketing team will look something like this:
While the Head of Marketing’s role runs along the lines of:
Set, manage and achieve business and marketing goals
Assess, forecast and deploy tactics based on moving consumer trends
Manage upwards and downwards within the organization
Drive team planning and career trajectories including performance development
Network with industry peers to keep a finger on the pulse of the immediate environment
Impact of 1
No small feat considering the speed of change today.
With that as a background, we’ve evolved over the past decade towards supporting our clients throughout their entire consumer journey, as one agency. This is possible through specialized teams in Digital, Communications, Activation, Brand & Creative all under one roof, working in tandem toward the client’s goal. Today, over 30% of our clients utilize our multi-channel marketing solution to manage their consumer journey through one fluid expression.
We call this
Impact of 1
Impact of 1 is unbiased and agnostic in delivery. The marketing mix is dependent on business objectives and the solution consists of the most effective discipline(s). You can see this in action in the diagram at the top of this page.
Clearly, it may not be good practice to place ads to win customer loyalty. Nor should one deploy a telemarketing campaign to gain awareness at scale. The challenge isn’t the lack of marketing channels. It is the right utilization of channel(s) to tackle specific areas along the consumer journey. A marketer should never be biased. The same way a surgeon shouldn’t approach every problem with a scalpel.
We believe it will bring some needed focus back to the fray. It also frees the client’s mind knowing that a good marketing team will never push you to favour one channel over another. Rather, the team should work in unison with the constant check and balance to find the most suitable tactics for each channel in that period of time.
It is not media strategy, PR strategy or digital strategy, just marketing. For more information on The Impact of 1 and also some case studies, please with us.