The Internet, e-mail, SMS and MMS technology have created a potent electronic marketing platform. However, the experience of the past five years demonstrates that eMarketing executed as part of a broader marketing strategy platform is likely to have greater impact.
Mia Papanicolaou, Head of eMarketing at electronic messaging specialist Striata, which has accumulated considerable experience in digital marketing techniques and execution, says eMarketing is best conducted when integrated with, or taking cognisance of, a client's advertising, marketing and public relations efforts.
“Transparency across all of the agencies and the client's marketing department is vital, creating convergence that ensures that the digital and conventional aspects of any campaign are fully integrated and totally supportive of the company's marketing and strategic goals.”
The message is that combined forces are always more powerful than one in isolation. Papanicolaou points to one of its specialist retailer customers, as an excellent example of co-ordinated marketing.
“The retailer publishes a magazine for its card-holders, complemented by an electronic version and makes use of its website with virtual promotions and competitions. Then there are television and print advertising, point-of sale promotions and in-store marketing messages. Properly co-ordinated, this type of broad campaign constitutes a very powerful convergence of the key marketing messages across multiple channels, both conventional and electronic.”
While there is no doubt that electronic technology is turning traditional marketing on its head, adds Papanicolaou, it must be planned and executed in full co-operation with other marketing mediums to maximise the impact and return.
Striata also recently carried out a number of eMarketing promotions for one of the South Africa's leading banks, working transparently in full co-operation with the advertising and marketing agencies, all attuned to achieving a common goal. Two of the promotions coincided with major international events, ensuring that all campaigns achieved the marketing goals, whilst engaging the customer and creating new leads.
The online component of these campaigns played a significant role, not just in image enhancement but also in providing the bank with contact details of potential customers for ongoing effective communication.
The virtual promotions played a significant role in mutual support of print and radio advertising, each one reinforcing the messages carried by the others and this integration was fundamental to achieving a stronger impact on the overall market.
“While eMarketing requires a totally different approach from conventional marketing, it will invariably be more successful if implemented in co-operation with other marketing and advertising initiatives and vice-versa,” says Papanicolaou. “Mutual reinforcement by the integration of the various mediums ensures that the message gets across with more powerful impact.”
Striata is passionate about reducing the challenges and costs associated with traditional communication. We understand the power and efficiency of electronic communication, from marketing and operational messages, to the delivery of confidential documents securely by email. Striata specialises in the secure delivery and payment of bills, statements, payslips, invoices and all other confidential documents, via encrypted email, and in maximising the adoption of electronic solutions.
Striata has been a provider of software and services in the electronic messaging arena since 1999 and has offices in New York, London, Sydney and Johannesburg. Visit www.striata.com for more information.
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