Digital Discovery – Discovery Phase Explained

5 reasons your company needs Digital Discovery
31st January 2019

Digital Discovery – Phase 1, The Discovery Phase Explained

The Discovery Phase of our Digital Discovery service takes your company all the way back to basics so it can be launched into the future.

And it’s all about Marketing.

digital discovery - phase 1 discovery

What is Marketing?

Marketing is a word that is used so frequently in modern life that most people have their own idea of what marketing actually is.

So first let’s be clear about the official definition of “marketing”.

“Marketing is the management process responsible for identifying anticipating and satisfying customer requirements profitably.”

(Chartered Institute of Marketing. 2009)

What is Digital Discovery?

Digital Discovery is a unique fixed cost service design by James Blachford of Atomic Agency.

“I’ve worked as a successful marketing manager for over 15 years. Personally working with hundreds of small businesses that operate in niche, saturated, fast moving consumer goods (FMCG), business to business and business to consumer markets.

This diverse background and experience helped me to design many winning marketing strategies.

I would always go through a similar process, re-inventing the wheel for each customer, I thought to myself, there must be a way to create a marketing framework so that I don’t have to start from scratch every time.

That’s why I designed and created Digital Discovery. It uses a tried and tested framework that produces tailored results and importantly, keeps the costs low.

At the end of the process customers can use the information, choose their own direction or subscribe to one of our monthly marketing services.”

Let’s talk about the basics.

The Digital Discovery service starts with a series of questions.

Questions like:

What is your origin story?
What people make up your company?
What are your core competencies?
Why do you exist?

The discovery phase is completed in two discovery workbooks, once you’ve signed up for the service you can either print out the workbooks and fill in at your leisure or we can go through them together over a coffee.

For best results, I would suggest getting together for a coffee.

This important first step uncovers all the answers that shape your company, it gives everyone involved a look inside your business machine.

Here’s an example of why this is important?

To give one example (there are many)… In your mind you have the “ideal customer” all mapped out. After the discovery phase it turns out that the “ideal customer” in your mind is only a small part of your customer group. By analysing the available data, we identified that your market is actually younger than you anticipated. With a few “messaging” changes your business has more appeal, generating more profit and a greater overall market share over your competitors.

What is Being Discovered?

The completed workbooks establish what the company is all about and the history. The next part of discovery is to see what your performance is like right now, the present.

I could reference it being like the Christmas Carol, you’ll be visited by three ghosts…

Firstly we’ll study your current website, looking closely to see how well it’s optimised, what the content is like, what the user experience is like (i.e. Is it mobile friendly – is the code up to date etc). If you already have Google Analytics installed we can use that data too.

The same is done for Social Media, Current Marketing Activities and any Marketing Processes you may have.

At the end of the Discovery Phase, all the information we’ve gathered is recorded in a PDF document for your business to keep as a reference.

The information is used as a strong foundation for the next two phases, Competitor Analysis and Future Strategy.

Summary

The quote from James Baldwin sums up Digital Discovery perfectly “Know from whence you came. If you know whence you came, there are absolutely no limitations to where you can go.”

Digital Discovery is a fixed cost 3-phase service helping businesses understand their business potential, opportunity and how to increase their market share.

Part one (discovery) is covered in this article, part two (competitor analysis) and part three (future strategy) will be explained in future articles.