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Digital Marketing Magazine – Why it Pays to be Creative in this Digital Age of Marketing

Bruno Berthezene

Bruno Berthezene

October 21, 2014

digital marketing mag

In this digital age, the ways in which people consume content has changed. The evolution of mobile technology has resulted in multiple channels in which brands and businesses can communicate with consumers. As a result, marketers need to be creative to ensure their campaigns and ongoing initiatives stand out in the mass of information now available.

Marketers who build a real understanding of the people they are trying to reach will have a much higher chance of implementing a successful campaign. Through this level of understanding, retailers are able to expand their knowledge of the buying behaviour and specific needs of their client base, which will ultimately allow them to engage with their customers in a more personalised and contextual way across the purchase journey.

With this increased need for creativity, sharing ideas and campaign success stories through online communities can provide a valuable source of inspiration for brands and marketers looking to improve the way in which they communicate with their target market. Engaging with your consumer audience effectively along the entire purchase journey leads to the customer experience being greatly improved which can in turn result in an increase in conversion and website traffic.

One such example of this is from Brazilian estate agency Tam Viagens, who earlier this year trialled inserting promotional messaging into its employees’ out of office replies. During this trial, if you emailed an employee who was away, you received an email encouraging you to book a holiday of your own for a special discount. The marketing campaign proved to have an impressive conversion rate with over 90,000 people having received the promotional emails in just two weeks, leading to 13,500 holiday bookings.