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01 August 2008
Beat the downturn: integrated digital marketing
A new report from Experian highlights how digital marketing will remain a key driver for growth during a period of economic slowdown.
The report describes how marketers can beat the downturn. Even though spend is likely to be cut – businesses can still carve out opportunities by making the activities they choose to put budget into – work harder.
Businesses that respond in an agile manner to changing market conditions are likely to come out on top. Customer insight and integrated marketing practices will help to ensure success during difficult times.
In 2008/09 digital channels will become increasingly important for acquisition and retention. But wringing success from diminished resource will entail an integrated digital marketing strategy; making sure online and offline work together seamlessly.
Businesses should seek to learn more about their customers so they can make personalised, targeted offers.
Intelligence should be used to create relevant marketing messages that can be deployed across a variety of communication channels.
Utilising customer insights will also enable businesses to interact with new and existing customers at all appropriate points in the buying cycle, reinforcing the relationship and its benefits.
Read more about our customer insight service.
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