Virgin Media Moves To Integrate Offline Marketing With Website Promotion

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Virgin Media Moves To Integrate Offline Marketing With Website Promotion

Virgin Media is giving its creative, direct and website marketing agencies an overhaul in an effort to develop a more integrated approach to its communications.

Marketing Week reports that the company currently uses a list of agencies including Rainey Kelly Campbell Roalfe/Y&R, Rapier and Spike – all of whom have been invited to re-pitch.

Virgin Media says it is evaluating “the benefits of integrating its approach across advertising, direct and digital campaigns”.

The review will not include media planning and buying, PR, website design and management, brand design or retail and point of sale.

Ashley Stockwell, executive director of brand and marketing at Virgin Media, says the firm is “taking a look” at how it can best communicate its products and services in 2010 and beyond.

“All of our agencies have done and continue to do some outstanding work and have helped us set Virgin Media’s market-leading ultra-fast broadband, TV and mobile apart from our competitors,” said Mr Stockwell.

“As we look to deliver an even more compelling and brilliantly simple consumer experience, we’re keen to understand the benefits of a more integrated marketing and advertising approach.”

Marketers are increasingly looking at new ways to reach their target consumers, even as they continue to operate through more conventional routes.

Fast emerging as a good medium to reach out and connect are the internet-based social networking sites such as Orkut, Facebook, LinkedIn, YouTube, Ibibo and Twitter.

What is more. research recently published by the Internet Advertising Bureau (IAB) suggested that organisations which combine mobile and website marketing can radically increase brand awareness.

Further, according to Matt McNeil, the founder of email and mobile marketing specialist Sign-Up.to, mobile and website marketing are becoming an inseparable combination for many brands as more people tend to access the internet away from their desktop.

“There is a very strong synergy between the two,” explains Mr McNeil.

“You can make ads much more interesting if you can base them on what as well as where and when someone is doing something as that can increase engagement.”

Parminder Singh, business head of Google India, notes that social media is increasingly becoming an integral part of marketing strategies.

“Social media offers advertisers micro-targeting opportunities and the means to engage the user through communities and other applications.”

He added that social media networks had gained importance with big and small advertisers.

“In the last one year, it has extensively picked up with small advertisers who’ve ramped up their budgets,” he said.

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