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Published on: 1/19/2009
Last Visited: 1/31/2009
DATA hasn't always integrated its marketing efforts so thoroughly, but when George Nikanorov, the company's head of marketing, took over his current position, he began preaching integrated marketing strategies and developed a strategy to match.
Nikanorov was pleased with the outcome: The webinar was attended by about 3% of the 600 people who were marketed to, he said, and the leads that did come in from the campaign were "warm."
"Overall, it was a success," Nikanorov said.
"At the end of the day even if they didn't come to the webinar, we were constantly in front of them," he said.
...
DATA Inc.'s Nikanorov sent out a direct mail piece publicizing the company's webinar and was able to leverage that work by reusing the card's imagery and wording in an e-mail campaign.
He also used similar campaign elements on a display banner.
"Yes, you have to tailor a bit based on channel, but you have to think how things will play out and develop a consistent message," he said.
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