Digital Strategy
Rawnet started with their strategy team, who embedded themselves into the ITV Media business to gain a deep understanding of their core challenges through a series of workshops, interviews & surveys. The goal was to define a plan of recommended digital changes to overcome ITV Media's challenges, assist continued commercial growth and take full advantage of future opportunities in the market.
From that, they discovered that one of ITV Media’s business KPIs was to expand the client portfolio via SMEs and reduce the reliance on securing budgets from the ‘big brands’.
However, SME target customers looking on the ITV Media website were faced with an offering that was too daunting. It didn’t look affordable or accessible, and was a barrier to conversion for mid-sized brands.
It became clear that refinements to the ITV Media proposition were necessary in order to drive the brand forward, both in terms of attracting a wider portfolio of clients & reducing frustration for visitors looking for the ITV Hub.
Rawnet worked with ITV Media to develop a really clear value proposition, communicating their service offerings in a manner that resonated with their target audience.
ITV Media's New Proposition
The structure of the site was optimized so that the right content was seen in the right place. They removed their catalog of programs from the site, as that’s what itv.com is for, and instead used specific programs as case studies to showcase the amazing advertising successes ITV Media’s customers have had. This helped to reduce confusion, improve the customer experience, and drive better quality leads.