Yoyo Design

• Yoyo Design market their services to potential customers on their website by posting testimonials from top clients they have worked with.
• They also have a section on their website that provides case studies of multiple clients they have worked with, and the result.
• On their website, they state that their approach to work is both collaborative, iterative, simple, and effective.

• According to the company's website, Yoyo Design differentiates itself from their competitors by utilizing their experience and digital insight to develop a methodical tool — Rubics, which enables them to develop a robust strategy for every project. The Rubics involve research, planning, and activation.

• They state that the core of their business is focused on its customers. On their website, they state that "in a world obsessed with technology, they are obsessed with the humans who use it."
• This statement was also repeated on their Facebook page.

• Primarily, Yoyo Design markets their service on their website with several sections on the website revealing information on the services they offer, and importantly, what their clients have to say about them.
• Furthermore, Yoyo Design is actively marketing its services on social media platforms. They constantly market their service on Facebook, Twitter, Instagram, and LinkedIn.

Platypus Digital

• Platypus Digital brand their services around working with charity organizations. On their website, they provide case studies of clients, especially charities, they have worked with and the successes they achieved with them.
• They hint that they manage "Google Ad Grants, Grants Pro, and paid Google Ads accounts" for charities, and also utilize Facebook advertising to embark on "Facebook fundraising and supporter acquisition campaigns" for their clients (charities).

• Platypus Digital differentiates itself from their competitors with a specific focus on working with charitable organizations. 
• Having worked with charitable organizations for several years, they utilize the wealth of experience they have gathered over the years from "unique challenges, pressures, and opportunities" to work with their clients.

• With a specific focus on working with charitable organizations, Platypus Digital communicates to potential customers that they’ve "spent years in charity roles, as well as agency and startup jobs. They’ve blended that experience of what gets results online to create a great service for charities."

• Platypus Digital utilizes social media platforms such as Facebook, Twitter, and LinkedIn to market their services.
• They also communicate their services to the public on their blog page.

Torchbox

• Torchbox publishes case studies on organizations they have worked with, and the result of working with them on their website as a means of promoting their services to potential customers.
• The company brands itself as a digital agency that works with "people who are trying to make the world a better place" such as charities and non-profits. 

• Torchbox differentiates itself from other competitors by utilizing Drupal and Wagtail — an open-source content management system (CMS) designed by Torchbox — to design and develop websites for organization looking to impact on the world such as "universities and academic institutions, globally-renowned think tanks, fundraising charities, campaigning NGOs, and leading membership organizations."

• Torchbox opines that their "bespoke, data-driven campaigns deliver record-breaking results across the full digital marketing spectrum for charities and NGOs."

• Torchbox actively communicates its services on blogs and social platforms including LinkedIn, Twitter, and Instagram.
• They go to the extent of posting the results from working with their clients on their website and social media pages for potential clients to see.

Demographics

Gender

• More than half (53%) of DMMs in the United Kingdom are male.
• Around 47% of DMMs in the United Kingdom are female, according to Payscale.

DMMs in the UK by Experience Level

• Regarding the level of experience, merely 2.2% of DMMs in the United Kingdom are at the entry level.
• Nearly half (43.6%) of DMMs in the country are listed as early career.
• Mid career professionals account for 38.8% of all DMMs in the United Kingdom.
• About 14.0% of DMMs in the United Kingdom have achieved experienced level.
• Finally, just 1.3% of DMMs in the nation have reached late career level.

Salary

• In the United Kingdom, the average salary for a Digital Marketing Manager is around £32,691 

Sources of information

• According to Dave Cain, a DMM in the United Kingdom, below are some must read websites for those in the profession:

•  Moz 
•  Search Engine Land 
•  Search Engine Roundtable 
•  Marketing Land 
•  State of Search 
•  Distilled 
•  Mobify 
•  Search Engine Watch 
•  SEO by the Sea 
•  Yoast  
•  Google Webmaster Central Blog 
•  Avinash Kaushik 
•  Inside AdWords Blog 
•  Search Metrics Blog 
•  Bronco Blog  
•  Dejan SEO Blog 
•  Stone Temple 
•  Bing Ads Blog 
•  The SEM Post 
•  Problogger 
•  Bruce Clay 
•  Affiliate Window 
•  Wordstream 
•  Search Engine Guide 
•  Search Engine Journal 
•  SEO Book 
•  PPC Hero 
•  Social Media Examiner 
•  Eric Ward 
•  WebmasterWorld 

List of LinkedIn groups joined by DMMs in the UK

• Various groups on LinkedIn that DMMs in the United Kingdom typically join include the following:
•  Online Marketing 
•  Digital Marketing 
•  Digital Marketing Optimization 
•  Online Marketing Manager/Digital Marketing Manager
• Kieran Walker, a DMM in the United Kingdom, acquires knowledge from digital/marketing industry courses and blogs.

Motivation

• Kieran Walker has a genuine adoration for digital, along with its innovative duty to sharing brand stories, strengthening growth, and enhancing consumer experiences.

What they want from a digital agency partner

• Chris Parker, a digital marketing manager at the Royal Bank of Scotland, was impressed by PSM’s, a digital agency partner, attention to detail and insights.
• Cahir O'Doherty, a digital marketing manager at Ricoh UK & Ireland, was fascinated by the higher conversion rates and ROI witnessed after working with PSM.

Research Strategy:

Industry and market research reports:

Profiles for DMMs in the UK:

Quotes and commentary by DMMs in the UK:

PROFILE

• At the London-based company Marketing Madness LLC, the Chief Executive Officer is 50 years old.
• A CMO is known to have education in the field such as an MBA in Business Management and experience spanning 30+ years.
• As a senior executive, a CMO's role consists of researching the background of the customer and their future interactions with the consumer.
• Another role a CMO will play is to produce transitions within the organization in terms of social media or digitization.
• The working hours for a CMO are generally between 9:00 AM to 5:30 PM.

MEDIA TYPES

• Media use typically revolves an online environment.
• Instagram is one of the largest and most widely-used marketing streams used by CMOs.
• As a platform, Instagram helps to drive creativity for my company, especially in sectors where we have little to no knowledge base.
• On a whole, it also allows for greater visibility to other channels and gives the CMO's marketing team a better chance of offering ideas and marketing strategies.
• This type of media platform also allows CMOs to deliver stories to their customer.

STAYING INFORMED

• A key part of being a CMO is staying in the current discourse. CMOs do this by attending industry events such as the CMO Conference in the UK.
• This event offers workshops and seminars within the marketing world.
• Conferences such as these are often hosted by other top-level marketing executives.
• Therefore, they allow for business meetings, networking with other high-level CMOs and brings awareness and knowledge on current marketing trends.
• Another way CMOs are known to stay informed is through the Adecco Group based in the UK.
• Being a part of groups like these allow CMOs to connect with other groups of marketing executives.

ROLE AND FUNCTION

• CMO's must be willing to accept challenges as a necessary part of the job.
• One of the main challenges is creating an atmosphere the buyer will love.
• CMOs must be aware of the entire process of marketing and how it generates income, collaboration, and networking.
• In marketing, you have to communicate with consumers using social media and other forms of technology in order to know what the customer wants and needs.

HIRING AN AGENCY

• CMOs based in the UK are often expected to increase digital capabilities, considering that marketing success is based on a prominent online presence.
• CMOs often work with digital agencies because the rise in technology means more work and competition with other marketing companies.
• As part of the marketing structure, CMOs work with the digital agency to provide an efficient stream of solutions and marketing visibility.
• CMOs strive to build partnerships with digital agencies that promote collaboration for long-term marketing solutions.

Current UK (London) Consumer Perception

• According to the most recent Facebook review on Wholegrain Digital, the reviewer expressed his satisfaction and further recommended the company to "anyone who is need of Wordpress experts with a keen eye for design."
• Among several review feedback found the company's website, Andy Jones of Network Rail, headquartered in London, expressed how impressed he was with Wholegrain Digital. He revealed that the Wholegrain Digital's work produced a successful outcome, delivered as scheduled, and with the necessary quality.
• On Clutch.co, the majority of the review feedback provided by clients and customers is highly positive, as the least rank the company received was 4.0 stars out of 5, while the maximum is a perfect 5. This aggregates to an average of 4.5 stars out 5 from seven  EU customer/client reviews (most recent).
• Furthermore, of these EU reviewers on Clutch.co, three are London-based reviewers. The first London-based reviewer, from Morpheus Wellness Solutions, had this to say: "They go out of their way to work with you on a custom solution."
• The second London-based reviewer, from Totaljobs, had this to say: "They have a level of expertise and experience that is exactly what I need," while the third, from Gym Design Consultancy, said: "They were friendly, engaging, and understood exactly what was required."

European and General Perception/Sentiment: Web and Social Media Platforms

• According to a tweet sentiment visualization analytics platform, the general sentiment of Wholegrain Digital on Twitter range from being subdued to being calm and relaxed.
• According to another sentiment analytics platform, the overall sentiment/perception across the web and social media platforms is mostly positive by 65%. The rest of the sentiments (minority) are neutral by 33% and/or negative by only 2%.

Research Strategy