Digital marketing in Italy
Every organisation should be investing in some form of digital marketing campaigns; not necessarily because of the modest impact that digital campaigns have on your target audience, but mainly because the versatility, accessibility and low cost associated with digital marketing. The downside is that everybody does “a bit of digital marketing” these days and consumers literally get inundated with all sorts of (often poorly executed) campaigns.
So what’s the use of Digital Marketing? As a supporting tool, digital marketing is very useful. PicNic International therefore recommends to always do some digital marketing activity alongside any non digital campaign to reinforce the effect of your TV- or print campaign at a very low cost.
However when you don’t have a flashy TV campaign to support and you are planning to run a stand-alone digital marketing campaign (like any of the campaigns described below) think twice before investing in “just another” campaign as it is not easy to get the attention of your target audience anymore.
What sort of digital marketing campaign would make sense in Italy:
Supporting digital marketing campaigns are cost effective and complement a TV campaign very well. An email could be sent out to the existing client base to promote a TV campaign and banners could be run on an Italian pay per click display network. The TV spot could be run as a pre-roll spot on video sites like Youtube or Mediaset / Rai digital TV. The cost will be only a fraction of what the main TV campaign costs, but will bring you some nice extra exposure and interaction with a predominantly younger client base.
More and more companies decide to invest in customer loyalty and set up a loyalty programme through digital marketing channels, communicating to their client base by email or through apps. Well-designed email campaigns with relevant content, special discounts, give-aways or competitions make your customers feel valued and connected to the brand. Investment in a loyalty programme is therefore a cost-effective and long-term investment not only in your customers, but also in your brand.
Cross-selling campaigns are the most traditional of all campaigns really: your existing client base has already shown an interest in your brand and product so these clients are most likely to “upgrade” a product / service or buy additional products that you may be able to offer. If you make your clients feel valued and offer them special privileges, you may be surprised how well cross-selling offers are appreciated. Offer your existing clients to buy your new product before “outsiders” can get get their hands on it. Or consider giving away free accessories to exiting clients only. You will also be surprised how a boring or badly executed campaign will be completely ignored.
Viral & social media campaigns are interesting but increasingly difficult to execute. As the entire world attempts to use social media to promote their products and services you will have to come up with a pretty powerful concept to stand out from the crowd. This is not impossible but don’t underestimate the effort that needs to go into a proper viral campaign and also bear in mind that these campaigns generally result in a very short burst of brand exposure, but not in any form of sales or loyalty. This is definitely the area of digital marketing where desperate marketing managers make highly unsuccessful campaigns look incredibly successful by presenting numbers and figures that seem great but don’t really mean anything.
What can PicNic do for you?
Setting up digital marketing campaigns in not exactly rocket science any more. Setting up these campaigns we can do for you as much as many another agencies can. Our main contribution is the on creative side. We’ll help you to find a concept that stands out from the billions of promotional emails that are sent out every hour, an execution that makes you look better than anybody else.
Digital marketing campaigns can be created quite easily these days.. Campaign success now depends on the power of the campaign concept and execution.
Would you like to discuss digital marketing?
The landscape of digital marketing is vast. If you want to stand out from the crowd we’d love to help you to think outside of the box and come up with a campaign that works and that is different. Give us a call to let us know what you are after, what campaigns you have run in the past and where you think results can be improved..