DHL

Discover: Delivering more than logistics

BACKGROUND

DHL wanted to create a global content hub featuring industry insights,
E-commerce experiences, business ideas and cultural collaboration that was accessible to a broad business audience.

We created a personalised registration and sign up offering, and the capability to create a community of business users and introduce the use of social channels for sharing engagement.

THE WORK

A global content hub to showcase DHL’s capabilities that go beyond the world of logistics and distribution.

Positive created Discover, an Adobe Experience Manager (AEM) based content hub website to provide a focussed home for relevant content and social media and Search Engine traffic to create a structured sales funnel for new and existing customers.

Discover successfully served a new and engaged audience with its personalised content delivery, sales funnel driving data capture and direct sales, and its Marketo-driven Marketing Automation.

Key was to use content as the attractor loop to drive the sales argument away from price and towards DHL’s differentiated products and services. Content briefs were created by analysing customers online behaviours and content requirements in the Search Engines and Social Media channels.

Social media channels were heavily utilised to push highly targeted messages to audience types, from sole trader to Enterprise level C Suite and Procurement, driven by key discussion topics relevant to the industry sector and identified drivers.

eCRM has played a significant role in driving the content reach – taking engaged leads from the website into an eCRM program (Marketo platformed), to keep providing relevant, engaging content to maintain support for a highly valuable bottom of funnel sale.

Content is provided in a praxiomatic fashion – a mixture of altruistic, informational content side by side - with sales focussed and product based content to drive a softer approach to the sales journey than the main DHL eCommerce website.