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2011 | Rebecca Ellinor
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
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.