Digital marketing just one part of an overall strategy

28 November 2011

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29 November 2011 | Rebecca Ellinor

Measuring the success of digital marketing strategies should not be done in isolation from other types of marketing. That was the conclusion of a Supply Management roundtable debate run in association with Ebiquity.

Mark Greatorex, senior procurement specialist at buyingTeam, said: “Digital is part of a bigger mix. There is no point just measuring the effectiveness of digital marketing spend, you have to be able to measure the effectiveness of all your offline and online spend so you can devise whether digital marketing is the right means to go forward.”

Participants said while digital marketing is often cheaper than traditional methods of marketing it’s hard to distinguish one from the other when it comes to determining where raised brand awareness or sales come from.

Perhaps those TV adverts that cost a bomb are sending people to find out more about you,” said Kate Fryer, procurement category specialist lead – marketing, at Nationwide Building Society.

Greatorex also pointed out that the lines between digital and non-digital are becoming blurred. “By 2014/15 there are going to be 10 billion touch points around the world - everybody is going to have two or three devices each. So where does TV and Content on TV stop and not become digital? They are merging aren’t they?”

Federica Aperio from Ebiquity said clients are often led by their agencies because they don’t fully understand what they need to measure or how. “You still find, especially within agency groups, that they have a TV department, a print department and a digital department. Nobody really has full ownership over an entire campaign. That is slowly but surely happening on the agency side. Digital is a mechanism to communicate with people. It comes down to one question: what’s going to grow my business? It shouldn’t matter what media you are talking about.”

There was also some discussion over what actually should be considered ‘digital marketing’. Daniel Jeffries, head of marketing procurement at Lloyds Banking Group, said: “I look at it very simplistically – it’s marketing that happens in the digital arena, whether it be on a phone, an iPad, online, digital screens, TV screens in petrol stations and so on. Web build could still sit under digital marketing, but it is more IT focused.”

☛ The full write-up from the debate will appear in the December issue of the magazine.

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