Global electronics brand Panasonic is boosting its digital marketing strategy to drive content across email, online, social media and video to engage customers and increase footfall into UK stores.
The company has appointed Experian Marketing Services to deliver the data-led integrated marketing approach, which will see online and offline channels combine to optimise the brand’s presence.
Experian identified the company’s existing email newsletter as an untapped data resource and a central channel to integrate marketing efforts. New customers are encouraged to subscribe to the newsletter through a variety of channels – via the website, in-store, through social media and at events.
This gives Panasonic’s subscribers the option to receive product and location-specific emails, based on their preferences, via Experian’s email platform CheetahMail, which has also handled creative.
Panasonic UK digital communications manager Gaele Lalahy said: “Our focus is on improving the customer experience and ensuring that we are providing useful, relevant insights at every step of the customer journey.”
Once they have made a purchase, customers will continue to receive regular update emails and newsletters containing social links to drive traffic to Facebook and Twitter.
Experian digital marketing managing director Jon Buss said: “The ways in which retailers can engage and sell to their customers have grown tremendously in recent years. From the in-store mail order and telephone channels available just two decades ago, today there are a wealth of direct channels available to marketers.
“To harness these opportunities effectively, diverse channels need to be integrated within a single and focused strategy. Panasonic is a great example of a brand that is doing just that.”
