Digital Marketing Consultancy

Jon King, Founder

Jon set up Red Thread to help companies drive more revenue from their digital marketing investment. He has 25 years experience in the marcomms sector, most recently leading a performance marketing agency with revenue in excess of £30m and a team of 350.

In his experience it is very difficult to find people with a breadth of understanding that covers performance, commerce, communications, experience design and technology, so that is where he can help.

Jon helps clients optimise existing activity and build strategies to drive future growth. He believes that the growth of digital has resulted in fragmentation and unnecessary competition between platforms and channels (ref the brand/performance debate) and is on a mission to drive integration. He has seen how simple, integrated strategies can help teams focus on delivering growth.

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Why Red Thread?

What is the Red Thread pulling your digital marketing investment together? Any solution is more effective if there is a simple unifying thought that all stakeholders can understand and rally behind, that’s what we’re trying to deliver with Red Thread.

In practice it can be hard to make this happen. Proliferation of digital channels equals fragmentation, experts often working in silos, with a narrow focus on keeping up with platform developments. Digital marketing has undoubtedly become more complex and there is a shortage of talent with the breadth of experience to navigate this world and drive integration.

The solution starts with a planning framework that ladders up to a marketing objective or set of objectives. The framework defines the strategic role of each channel. A clear process is required to measure performance and allow iterative development. All underpinned by some clear KPIs and integrated data to support decision making and future planing.

At Red Thread we have the experience to bring disparate strands of activity together and understand the interdependencies between content, experience, paid media and technology. We believe in a collaborative approach that supports teams to deliver against KPIs within a unified framework and process that makes the sum of the parts greater than the whole.

How we work

We normally work into the board of the client company, collaborating with the CMO, digital or transformation lead to address the business challenge. These partnerships are most effective when focused on specific deliverables, for example an audit of digital marketing investment and return, or an assessment of internal team capability.

What we can do for you

Digital Consultancy

Activity and deliverables are driven by client brief, examples include:

Optimise digital marketing spend -
to drive growth or efficiency
Develop integrated performance strategy
Audit specific channel or platform activity
Assess internal or external team capability
Build annual performance marketing plans
Set up systems and processes to manage digital investment

Coaching and Development

Tailored to an individual or team, often including broader leadership coaching:

Help specialist teams understand broader marketing context
Help performance teams or leaders deliver more strategic value
Upskill senior marketers in digital performance channels
Help marketing teams get better insight from digital data
Coach brand and performance teams to integrate activity

Activation

Drawing on a network of freelance experts to:

Implement recommendations from audit activity
Provide interim support whilst clients scale up internally
Provide interim support whilst clients expand external resources
Support onboarding of new team members or agency resources
Deliver best practice execution and ongoing iterative development

Experience

We have worked across multiple sectors on hundreds of different briefs, each time delivering bespoke solutions to solve client specific challenges. Some recent examples are featured below.