Published 12. Apr. 2018

Stepping Up the Digital Game with Integrated Marketing

How digital agency daily dialogues helps businesses riding the digital transformation wave.
Customer Experience, Marketing and Sales

Stepping up the digital game with integrated marketing

To a creative digital agency like daily dialogues, digitalization has become a strategic business model rather than being a mere marketing channel. With that said, in the digital-driven era, organizations must be ready to adopt technological disruptions in order to win new customers.  

Having served a majority of clients from the retail industry, daily dialogues’ approach to the digital transformation revolves around online marketing. “We’re dealing with the same consumers, but on other channels than before. So the ways of marketing have changed fundamentally“, says Sjef Kerkhofs, daily dialogues’ partner & strategist.  


Two of the agency’s client portfolio, Hunkemoller and de Bijenkorf, have successfully remodeled their businesses to fully operate in the e-commerce space. With the digitalization comes new challenges in marketing existing products and services. Information about brands is available everywhere on the Internet, not to mention the way customers interact with brands has also become more proactive. With that said, more and more retailers are using social media as a full and functional complement to their above the line marketing 

Commented on this fundamental shift in marketing channels prioritization, Kerkhofs continued: One of the biggest changes is that digital platforms allow our customers to market the products and their organization on an always-on manner instead of during a limited number of campaign periods. Businesses must also utilize the “social” aspect of marketing, that is to be where their target customers hang out at the right moment, to capture customer attention before everyone else.  


Marketing Mix 

Because of the pressure of going digital, organizations tend to put online marketing on a pedestal. However, at daily dialogues, the greatest opportunity lied in the combination of both online and offline [marketing]. “This approach is highly successful in generating a stunning ROI on marketing spend, where the two worlds are deeply integrated. Most certainly in the eyes of the modern consumer, which has no clear boundaries between offline and online anymore“, said Kerkhofs. For example, retailers can utilize digital channels like social media for geo-specific promotions as a tool to boost store visits. The role of online marketing is essentially to expand the customer reach while complementing offline advertising campaigns.  


Another innovation that will change the way brands communicate with customers is chatbot. In fact, the technology is expected to transform the customer service line, especially within the marketing funnel.  An example of its impact would be in the mortgages industry. It is critical to handle customers’ questions in a short time frame to convert them into buyers, considering the complexity of the mortgage purchasing structures. Therefore, using a “broker” chatbot will help real estate businesses handle more general inquiries efficiently while focusing on closing potential buyers. 


What’s worse than not having branding content is having TL;DR (too long; didn’t read) content. In the world of information overload, consumers will be less likely to engage with heavy text-based stories. Kerkhofs is certain that within a few years, the bulk of all online content will be video (or motion graphics). He shared: It started with written form years ago, followed by photography, and now is the era of video.” Regardless of videos or articles, those who want to establish an online presence must produce content that fits into the mobile-first world.  

Marketing Automation and Programmatic Advertising 

Despite its maturity level in the digital space, marketing automation and programmatic buying are still evolving. They are currently the dominant factors in online advertising, especially in social media campaigns, according to Kerkhofs. They serve the purpose of delivering a seamless cross-channel digital experience to their customers. Through these integrated platforms and insights from customers in real-time, brands can engage with customers in the right moments as well as to optimize those micro-conversions. 


It is true that the more [digitally] connected we are, the more concerns are being raised over personal privacy; hence the enforcement of the EU General Data Protection Regulation (GDPR). However, that shouldn’t hinder the digital capabilities in this filed. In contrary, through digital, we can greatly improve the customer experience across all channels, which equals to business success. 

Organizations that are still reluctant in embracing digital capabilities will risk losing out on customers. I think the most important thing is to embrace the online world as an integral part of our life. For our customers but for employees as well,” said Kerkhofs, “most leaders of today are not born in the digital century and they perceive the online world as something new, something that’s difficult to understand and even a bubble that’ll burst in due time. This mindset has generated fear of digitalization within traditional corporations.” 

This is where digital agencies like daily dialogues could make an impact in the tech-ecosystem. Their major role is to convince top decision makers to exploit the potential of digitalization, firstly through a successful integrated digital marketing strategy. 

daily dialogues will be attending  600Minutes Marketing and CX in The Netherlands on the 20th of September.