Hector Hernandez, general manager of Strategy in Ocho Digital, digital marketing agency based in Miami, spoke with PRODU about the advantages the Online Demand Generation service offers for digital strategies.”Our service offers an approach based on facts for the design and implementation of digital marketing strategies. We help our clients understand the size of their market opportunity, the capabilities they have to develop and the architecture their platform has to have to capitalize on that opportunity”, explained Hernández.Among the methods for evaluating online competitiveness and presence, Ocho Digital developed the Digital Business Readiness Index (DBR). “This index allows us to evaluate each channel one by one and thus obtain a competitiveness average of all the channels, resulting in an index that allows the client to know his position and the necessary capabilities to close any gap”, he added.Based on the competitive analysis and on the gap defined in the calculation of the DBR index, it is possible to have an accurate vision of the digital tactics and initiatives that the client must implement to achieve his goals. “We identify for each industry what role each platform plays and the consumer´s information need for that specific platform”.”Most of the clients we have come across use social media without much strategic criteria, because online presence doesn´t necessarily respond to what the client expects in that particular digital platform” ended Hernandez.
