Marketing is no longer about 'one-off’ engagements with customers. It’s about using data to uncover insight and using it to build long-term, meaningful relationships. This shift to an ongoing dialogue across multiple channels has necessitated a more digitally savvy, integrated approach.
Customer expectations are constantly changing, so the campaigns that target them have to change too. We’ll always lead with creativity, but we know we must also take advantage of the new technologies and opportunities for marketers. In 2018 we plan to push the boundaries of both even further. With this philosophy behind us, we’ve had a standout year in which we delivered award-winning work for the likes of GSK, Cargill, Coca-Cola Hellenic and EY.
Our campaign for VisitBritain was my highlight though. The challenge was to get more foreign visitors to explore Inverness. We did it with an end to end digital marketing campaign matched with a monster hunt and the idea that if you really want to spot a monster, you must know the area and the locals.
The campaign generated more than 195 million impressions on all digital advertising units and 14 million new unique users across all digital channels. Most importantly more than 7,700 people revealed they had plans to travel to Inverness.
This is a good example of our focus on both digital and customer engagement. We also draw on our range of experts to build bespoke teams to meet our clients’ challenges.
We’re delighted that clients have recognised the value of this approach and look forward to working with more of them in 2018.
Featured in the Top 70 B2B UK marcomms agencies of 2018