Enlight Strategic aims to help corporates navigate the changing business landscape, with a particular focus on marketing technologies and tools. The consultancy has been launched by Tanja Lategan, the former CEO of Primedia Online and MD of full-service digital agency Creative Spark.
‘There is a clear appetite for digital transformation services in South Africa. Digital transformation is no longer a choice; it simply has to be done if an organisation wants to remain competitive,’ said Lategan.
Until now, however, most digital transformation efforts have been led by the IT department and tend to focus only on back end systems, IT infrastructure and processes. ‘As a result,’ Lategan pointed out, ‘most companies end up only partially transformed. In order for full transformation to take place, every part of the business has to be involved.’
That includes marketing, an area of the business which is often allowed to operate in a silo, with many competencies outsourced to digital agencies and media buyers. Enter Enlight Strategic. It understands that for holistic digital transformation to take place, marketing services have to transform as well.
As a first step, the consultancy takes its clients through a digital maturity audit, allowing it to see how it compares with its competitors and which areas are lagging behind digital marketing trends, as well as what action needs to be taken not just to correct this but also to leapfrog their competitors.
‘Based on the audit, we can help clients internally build up any skills they may lack and provide them with the tools and technology they need to become fully transformed,’ explained Lategan.
Another thing that sets Enlight Strategic apart is that it provides clients with access to platforms and tools that are otherwise unavailable in South Africa. Enlight Strategic works with many technology suppliers to ensure that the best solutions are selected to meet the needs of a specific project or programme.
‘Using these tools, our clients can collect, store, analyse and predict customer behaviour to ensure that marketing budgets are spent strategically, with a marked increase in conversion rates,’ said Lategan.
‘Our tools also allow for identity resolution, collecting and cleaning data from multiple touch points to create a single 360 view of each customer profile,’ she added. ‘This will enable more accurate targeting with a very high success rate and ensure that efforts aren’t duplicated, resulting in increased ROI and a substantial reduction in cost.’
Lategan has already recruited a diverse, experienced leadership team, two things that she believed were vital from the get-go. ‘When it came to hiring, we wanted to ensure that we gave our clients access to the best possible knowledge. By hiring at senior levels, we’ve been able to do that from day one,’ said Lategan.
Ultimately, Lategan says that Enlight Strategic’s measure for success will be the degree to which it’s able to increase its clients’ revenues, reduce cost, and overall organisational efficiency.
