Digital Marketing – Integrating A Marketing Strategy

The fact that marketing has become more ‘digital’ will not trigger the demise of direct mail. For most marketing professionals, the efficiency of a campaign depends upon integrating traditional marketing tactics with digital marketing tactics. This is especially relevant for tactics on acquiring new customers. Recently, a leading lawn-care company did just that.

In March, the landscaping company introduced an integrated marketing campaign, during which it used direct mail, phone calls, sweepstakes, a revamped website, television commercials and pop-up stores in malls. It worked with a leading digital marketing company with the main objective of enhancing its online reputation, and increasing service package sales. According to the company management, they wished to update the image of the brand to something more contemporary, so they could obtain good brand value before season time.

The new website designed by their digital marketing company presented digital marketing information in a simple manner, together with simpler navigation. This website generates a large fraction of online sales, especially from customers who arrive through search engines, and fill in the lead generation forms. However, phone is still their most efficient way of generating sales. In addition, direct mail also provides a great way to reach the targeted audience, as it is visually very stimulating. Hence, the statement ‘direct mail is dead’ is greatly exaggerated.

Professionals who are engaged in direct marketing understand, support and leverage a combined marketing approach, for better customer acquisition. When it comes to customer acquisition, direct mail will always lead the other channels. As direct marketers are now able to drive customers to digital marketing channels (like a website), they are sure to see higher response and conversion rates. Some ideas used by this lawn-care company in their direct mailers were:

• Product samples.

• Scratch and sniff postcards.

• Sweepstakes telling readers to register on their website, to win a prize.

To complete its strategy, the lawn-care company set up pop-up stores in shopping centres for the 12-15 week period when they sell the most service packages. The main aim of these stores was to collect contact information of prospective customers, whom they could later target through various digital marketing strategies. Such an integrated strategy enabled the company to gain multiple touch points: telephone, direct sales professionals and the web (digital marketing). Moreover, the company is also running two 30 second television commercials on cable TV, which promotes their phone number and website address.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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