TIE Magazine #2: Digital Media ready for huge breakthrough

  • 144 views
Uploaded on

‘Every brand desperately needs measurable results’: In recent years, the online dealer channel has grown into one of the most effective sales tools. Alta Creative Marketing Communication’s Digital …

‘Every brand desperately needs measurable results’: In recent years, the online dealer channel has grown into one of the most effective sales tools. Alta Creative Marketing Communication’s Digital Media is an innovative marketing tool that enables brands to send their content and campaigns
straight to their online dealer channels and reach hundreds of thousands of people (B-to-B and B-to-C) . This marketing approach, based on TIE Content Syndication (CS) technology is about make a huge breakthrough

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
144
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Text Cees Steijger ~ Photography Wim Sonius Digital Media ready for huge breakthrough ‘Every brand desperately needs measurable results’ In recent years, the online dealer channel has grown into one of the most effective sales tools. Alta Creative Marketing Communication’s Digital Media is an innovative marketing tool that enables brands to send their content and campaigns straight to their online dealer channels and reach hundreds of thousands of people (B-to-B and B-to-C) . This marketing approach, based on TIE Content Syndication (CS) technology is about make a huge breakthroughP8 ~ 2/2010 ~ TIE
  • 2. CONTENT SYNDICATION “We’re the only com-W e spoke to an enthusiastic product level (as used for obtained with a Google campaign,” adds Wilco van Schaik, a partner Topform, for example) or Annelouk Kriele. She mentions the Dutch and business director at Alta, at information level (ideal munication furniture brand Topform as an example.and client services director Annelouk for government use). So it In 2008, Topform became one of the firstKriele. We met up with them at their offers very many oppor- agency in brands in the Netherlands to start usinginspiring office in the ‘Cartesius’ business tunities and you’re right Channel Media for its collections andpark in Utrecht. The atmosphere in this there where the consumer Europe to campaigns. Now three-quarters of Top-former power station is both industrial or B-to-B end-user is form’s dealers use it and online reach hasand creative, and this is reflected in the looking. You can’t get specialise in more than doubled in one year. “We havesort of company that now occupies the more specific than that. achieved an extra qualitative reach – 1 onbuilding: architects, inventors, musi- We’re the only communi- TIE’s unique 1 – of 100,000 more potential custom-cians, developers and marketing people cation agency in Europe to ers than the year before. This is a vastall come together here. Alta is a famous specialise in this and the Content improvement on the total results that youname in the Dutch communication only one to translate TIE’s could have obtained with old-fashionedworld, with roots that stretch back to unique technology into Syndication banners or an advertisement because that1921, making it the oldest advertising brand communication.” would obviously not be a qualitative reachagency in the Netherlands. It seemed to be a gap in Platform.” and not 1 on 1 and not at dealer level,” says the market. Alta’s unique Annelouk.Smart systems “We’ve taken approach (applying the technology to commu-the lead again with our Digital Media nication/content) caught on, especially with Dynamic It is expected that by 2012,concept,” says Wilco van Schaik. “The clients in durable consumer products such as 80% of customer contacts will be online.advent of the Internet meant that we had the furniture industry, which was the first to The retailer who is able to fulfil the wishesto respond to the demand for keeping adopt. But in fact the entire retail trade can use of these consumers will see them in thebrands’ online dealer channels up-to- it. “Every brand desperately needs measurable shops. Whereas previously this woulddate with the latest collections, offers results from its campaigns, and we can provide have been too expensive and time-con-and campaigns. This swiftly led to talks them,” says Wilco. “Because we approach online suming for the dealers, Channel Mediawith TIE Kinetix and, in 2008, to a li- marketing from a communication angle, we are makes it possible to keep the dealer chan-cence enabling us to launch our Channel in a position to exploit the opportunities that nels constantly up-to-date and also to ac-Media product.” exist between the brand and the dealers much tivate them. “Channel Media is dynamic. “You should actually view Channel more effectively.” Wilco is proud to point out We can make a marketing campaign forMedia as a new medium, alongside such that with Channel Media, Alta is able to at least 4,000 websites – even in different coun-things as advertisements, folders or radio double the number of online contacts with po- tries – in one minute. And if a competitorcommercials,” explains Wilco. “It’s a me- tential purchasers who are looking to see what appears with an offering tomorrow, wedium that allows you to communicate at the market has to offer. “With our approach, can respond to that with a single push onthree distinct levels. This can be purely at we have a qualitatively better reach than can be the button, concludes Wilco. TIE ~ 2/2010 ~ P9