E-marketing convergence the best route for broad marketing strategy

The Internet, e-mail, SMS and MMS technology have created a potent electronic marketing platform. However, the experience of the past five years demonstrates that e-marketing executed as part of a broader marketing strategy platform is likely to have greater impact.

Mia Papanicolaou, Head of e-marketing at electronic messaging specialist Striata, which has accumulated considerable experience in digital marketing techniques and execution, says e-marketing is best conducted when integrated with, or taking cognisance of, a client`s advertising, marketing and public relations efforts.

"Transparency across all of the agencies and the client`s marketing department is vital, creating convergence that ensures that the digital and conventional aspects of any campaign are fully integrated and totally supportive of the company`s marketing and strategic goals."

The message is that combined forces are always more powerful than one in isolation. Papanicolaou points to one of its specialist retail customers as an excellent example of coordinated marketing.

"The retailer publishes a magazine for its card-holders, complemented by an electronic version and makes use of its Web site with virtual promotions and competitions. Then there are television and print advertising, point-of sale promotions and in-store marketing messages. Properly coordinated, this type of broad campaign constitutes a very powerful convergence of the key marketing messages across multiple channels, both conventional and electronic."

While there is no doubt that electronic technology is turning traditional marketing on its head, adds Papanicolaou, it must be planned and executed in full cooperation with other marketing mediums to maximise the impact and return.

Striata also recently carried out a number of e-marketing promotions for one of the South Africa`s leading banks, working transparently in full cooperation with the advertising and marketing agencies, all attuned to achieving a common goal. Two of the promotions coincided with major international events, ensuring that all campaigns achieved the marketing goals, while engaging the customer and creating new leads.

The online component of these campaigns played a significant role, not just in image enhancement but also in providing the bank with contact details of potential customers for ongoing effective communication.

The virtual promotions played a significant role in mutual support of print and radio advertising, each one reinforcing the messages carried by the others. This integration was fundamental to achieving a stronger impact on the overall market.

"While e-marketing requires a totally different approach from conventional marketing, it will invariably be more successful if implemented in co-operation with other marketing and advertising initiatives and vice-versa," says Papanicolaou. "Mutual reinforcement by the integration of the various mediums ensures that the message gets across with more powerful impact."