As 2022 comes to a close, I’ve taken time to reflect on the 200+ content pieces that our industry experts here at Clarkston have generated over the past year. Below, I’ve highlighted just a few of our top insights for digital in 2022. For all of our 2022 digital insights, you can read more here. 

Top 7: 2022 Digital Insights

1. Maintaining the Balance of Personalization and Privacy  

Evolving consumer privacy laws have forced companies to reconsider how they collect and share user data. With consumers increasingly seeking personalization in their purchases, though, how do companies balance providing that individualization while also protecting consumer privacy, particularly as we approach a cookie-less future? In this piece, Director Seth Brenner, explores the best methods for implementing personalization within your marketing strategy while maintaining consumer trust.   

Read About Personalization and Privacy

2. Key Enablers for a Successful Digital Transformation   

If your company has undergone any type of organizational transformation, you might be familiar with the phrase, “people, process, and technology,” referring to the key factors for a successful implementation. For any successful digital transformation, though, it’s important to consider two additional factors: data and a digital mindset. In this piece, Idoia Hidalgo, manager, explores the five key enablers for any digital transformation and how firms can incorporate these factors into their digital strategy.  

Read About Digital Transformation

3. Improving Your Visual Brand Performance Digitally 

When walking through a store, it’s a little easier to see the variety of products on the shelves – there are packages of various sizes, colors, and designs. It might be easier to see one stand out among the others. How does that translate for eCommerce, when you’re browsing options on a single web page? There are a few suggestions for how your brand can stand out with its visual brand performance. In this piece, Sara Morris, senior visual branding, communications, and UI/UX design consultant, advises brands how to improve their visual brand to drive eCommerce sales. 

Read About Visual Brand Performance

4. Best Practices for Paid Landing Pages   

A poor user experience on a brand’s website can significantly impact an individual’s decision to make a purchase. Unhelpful information, broken links, spelling errors, or non-relevant content are all factors that can push a consumer away from your product. In this piece, Senior Consultant Brandon Smith discusses tactical steps for brands to take when creating and optimizing paid landing pages.  

Read About Paid Landing Pages

5. Consumer Products Trends – Adopting a Digital Mindset: Taking Stock 

We’re living in a digital world. From our work environments to our personal lives, digital seems to touch every corner – whether it’s working remotely, storing data in a cloud, or implementing technology solutions to make our lives easier. For consumer products companies looking to undertake a digital initiative, what does that actually mean? It’s more than just the technology – it’s the people and the processes, too. In this podcast episode, Steve Rosenstock, partner, chats with managers Idoia Hidalgo and Hudson Rowland about what it means to adopt a digital mindset for any transformation journey. 

Listen to the Podcast Episode

6. Designing a Holistic Digital Strategy for a Clinical Trials Organization

As organizations grow and transform, they need the right tools and resources to scale with that growth – particularly in a constantly evolving IT landscape. When working toward that ideal future IT state, it’s essential to have a strategy in place to support growth and prepare for any potential challenges or barriers. In this case study, Aaron Chio, associate partner, discusses Clarkston’s work to provide a holistic IT and digital strategy roadmap for a client in the clinical trials space. 

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7. Incorporating Micro-Influencer Marketing into Your Brand Strategy  

In an increasingly competitive digital landscape, brands have to find an effective way to engage with their consumers and remain relevant. In the past few years, we’ve started to see the increased role that influencers and micro-influencers – individuals who can use their social media platforms to connect with consumers and market brands and products – can play in a brand’s sales and marketing strategy. In this piece, Megan O’Toole, consultant, walks us through how influencer marketing can be an extremely valuable addition to your holistic marketing strategy. 

Read About Micro-Influencer Marketing