Governance

Sites should be created to focus on prioritising the content the consumers need to make informed decisions to drive the consumer from consideration to purchase. Because more that 70% of Bayer consumers engage in a mobile environment, we need to prioritise a clear delivery of the assets a consumer is looking for on the go. This includes quick access to product formulation, FAQ to help inform on brand and product detail. We also look prioritise functions the consumers require to find and ultimately buy the brand. This includes 'transactional' based functions like 'where to buy', 'buy online' and coupon function.

The Agency should be space aware and move to making good use of page real estate by keeping images tight and clear and limiting blank space. The message is not to crowd the page but to balance the delivery in a tight but consumable way. We should prioritise the product pages that helps to convert the consumer either online or in store and make promotions like coupons available given analytics and research indicates this as one of the leading reasons provided by consumers for what drove the visit.

With this migration we need to push to shift content strategy from a one-time content dump to a publish schedule that can be promoted to provide the reason for the consumer to return, to build a relationship with our consumer with the goal of driving the consumer through the purchase funnel to sale.

We must focus on integrating content and brand with the goal of creating an information hub that seamlessly integrates our products build credibility and trust

in the Bayer Brands. Where possible we should integrate related articles that support the promotion of the brand as we look to give the consumer a reason to believe. While it may pull the consumer away from product pages, it will create a strong connection that lives in on the vision of helping our consumers to live healthy lives.

Moving forward there must be a greater focus on SEO keyword research and prioritising the words and phrases that drive organic volume while holding true and delivery on the brand content strategy. In a mobile first world we must prioritise rich content, as consumers are more inclined to engage with video than to dig deep into content. We need to develop from a mobile-first perspective and prioritising the content and tools that help move the consumer deeper into our funnel. We should create content that is clear and concise and easy to quickly consume on the go. We will have a core tagging strategy to deliver a measurement framework but also need to understand the goals of the brand to customise and measure their unique objectives.

The goal of the Bayer "Buildbook" is to deliver on 95% of the brand’s needs while developing the web experience. This keeps the scope of the build in mind but allows for a brand to build out additional components to support their unique needs of the brand. Any additional components that are required, need to be done in cooperation with the Digital Platforms Team and IT to be sure they are designed and developed to Bayer standards. Once built, the new component is added to the BCH Buildbook & component library and from there, can be used for other brands as relevant. Over time, we will have a broad library of components that can be used to continue to deliver an optimal user experience for each of our brands.