Mind The Digital Marketing Gap
Challenge
We worked with Lyris, a global provider of digital marketing solutions, to drive market awareness, and support sales generation amongst its prospective customers globally.
How
We partnered with the Economist Intelligence Unit (EIU) to develop some unique IP-based research, for an initiative called: ‘Mind The Digital Marketing Gap’, which showed differences in digital marketing strategies and consumer preferences across sectors. The IP, alongside executive summaries, infographics, marketing collateral, social media, webinars and dedicated web site landing pages, indicated what consumers want from brands in different industries, and what is influencing their purchasing decisions. It compared challenges across the travel, clothing retail, banking, automotive, entertainment and media industries, and this was used across the PR and marketing programmes.
Impact
We secured a consistently high level of UK media coverage, from launch, and for several months afterwards, in national, marketing and vertical publications including: The Guardian, Retail Times, Drapers, MyCustomer, Direct Commerce and Diginomica. The media sentiment was favourable to Lyris, and the campaign also delivered a high number of relevant sales leads from research requests generated on the campaign’s landing page.