Digital Everything Consulting is a Woman Owned Company
Woman owned and driven to make the mark, Digital Everything Consulting employs moms and women of color because it makes sense. Susana Yee had the vision to create this marketing consulting firm in Los Angeles more than 10 years ago, and she early on recognized the importance of a diversifying market. Women are the purchasers of over 80% of their family’s consumer products, and greater diversity on staff makes consulting powerful and on point.
Can a Woman Understand Marketing?
If you need to ask, you’re behind the times. Sales are long past the days of catchy jingles and condescending “expert advice.” The quickly evolving field understands that inclusion and diversity are critical to the bottom line. Objective research in conversion motivation, psychology, the target market, and the nuances of the brand are all-well-and-good. Still, without the subjective experiences of a diverse staff, you risk credibility with consumers.
Digital Everything Consulting practices diversity because it’s right and makes sense. They are strategic thinkers and leverage for their customers. Their campaigns have succeeded so well because they know the demographics of the client’s customers.
Leaders in Everything Digital
Branding
Leaders innovate. Digital Everything Consulting looks at sales using analysis tools to find how valuable a customer will be over their lifetime, the costs of gaining a loyal-to-the-brand customer, and overall return on investment.
Lifetime Value (LTV) looks at the value in dollars the customer will spend theoretically during their lifetime. LTV is a moving target that changes over time. Ongoing analysis is essential as the estimates become more solid over time. LTV helps answer the cost to gain a customer – a critical metric. With this metric, marketers can target spending to optimize profit after costs to acquire a brand loyal customer are determined.
Closely related to LTV is Customer Acquisition Costs (CAC). This metric is all about converting a customer from a shopper to a buyer, specifically, the costs to earn a customer. Digital tracking has made learning this metric possible. In the past, calculating CAC was nearly impossible. Still, the calculation is relatively simple. In a given period, selling costs are calculated, and then the number of new customers is counted and then divided to discover the cost to gain each new customer.
The logical next step is to calculate Return on Investment (ROI). This metric is the bottom line. This metric tells in dollars promotional costs (investment) and the return on those dollars in profit (return). The calculation is LTV divided by CAC.
SEO
The competition for sales online is brutal, and the key to profit is getting people to land on your page. Search Engine Optimization (SEO) is that key. The internet’s gatekeepers are search engines, especially Google, and page rank is the goal. Potential customers search for a product on the web, then sites on top of the page get the most views. Here quality stands above quantity – search engines’ profits depend on a good consumer experience. Optimization involves site content, originality, clarity, and more.
Social Media
Social Media Optimization (SMO) uses social listening tools to understand a brand’s position on many social platforms. From a sales standpoint, opportunities are gained by knowing what is being said and from what demographic. Content can be created to specifically target those who have a high potential to convert to a brand. Also, potential misunderstanding of a brand can be addressed.
Opinion leaders, influencers small and large, can be identified for special attention. Working through influencers builds authenticity for any promotional campaign. For marketers, these tactics increase reach and engagement at a personal level.
Women of the Diverse Economy
Marketing
As it is well known, women make up half the population, but they make most consumer decisions. “Traditional” promotion methods are hit-and-miss for this demographic, at best. Women are more and more decision-makers in companies and corporations. About 25% of corporate-level leaders are women, and the percentages are rising. Women represent over 19% of software developers, over 40% of doctors, and as financial advisors, they are a simple majority.
As entrepreneurs, women outright own a growing 40% of companies. By 2018, women of color were approaching 50% of all women-owned companies.
Demographics
The demographics are changing across the economic landscape, and sales strategy must shift with the times. Overly simple strategies use stereotypes of who “women are.” No two people have the same interests, likes or dislikes, wants or needs, nor are women a static unchanging cohort. Women are fully engaged members of society. Sales to women especially require in-depth analysis and methodologies. Yet, finding commonality is essential, as well.
Women are a Diverse Group
The first marketers to understand in-depth diversity have already made strides forward. Ninety percent of women believe advertisers do not understand them as women – their right. As more women move into leadership in promotion and advertising, the winners are those who understand and act. Overall, women are moving into the economy in every sector.
Digital Everything Consulting
Woman owned firms are soon to take the rightful place in our economy. When Susana Yee started to build Digital Everything Consulting, she knew that a women owned digital consulting firm was on the cutting edge. She understood that to be tuned into trends means having a diverse staff.
In the last 20 years, Yee has proven that success in marketing means understanding that the dominant consumer group is women. She employs many women, including mothers and women of color, to assure her firm is representative and markets to the broad spectrum of society. She understands the demographics of her clients, and she knows her staff does too – that is why Digital Everything Consulting succeeds every time.
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