Digital Marketing – This Time It’s Personal

At Digital Marketing Group we passionately believe that good digital marketing is good direct marketing.

Direct Marketers have been attracted to digital marketing by its immediacy, comparative low cost and ROI measurability. But much of this has been about anonymous or aggregate measurement – and it has resulted in anonymous experiences for consumers. To create ‘positive interactions’ – those that represent ‘wins’ for both consumer and marketer - this has to change. It must become personal.

Website personalisation and behavioural targeting techniques have so far stopped short of using offline data and have also been based on rudimentary one dimensional decisions. To make the consumer experience truly personal – and therefore drastically improve conversion – we decided to put our established direct marketing experience to good use. This means using site behaviour to create unique customer experiences rather than just to count page activities; it also means linking personal data (with the user’s permission) to anonymous data in order to create a personal communication for the user.

Behind every good direct marketing strategy sits a good data strategy and multi dimensional decision systems.

Behind good digital marketing strategy sits the concept behind Digital Brain.