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Marketing Precedent

Tips for integration, not isolation in the digital landscape

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By The Drum Team, Editorial

September 2, 2011 | 2 min read

The Drum brings you tips for integration from an article written by Precedent

1. Enlightened companies are using individual channels such as ‘likes’ on Facebook, to engage with and retain customers and due to the open nature of the channels the ‘sell’ to prospects is implicit in the quality of the interaction and the depth and transparency of their insight – in essence their levels of customer service and attention to detail.

2. A fresh approach to online communication activity needs to be adopted which recognises the need for an integrated and specialist team of experts who are all working towards clearly defined objectives across multiple channels. Neil Davies, Precedent’s managing director, encourages financial companies to ‘Think SAS’. As he explains, “Rather than a general army that follows orders and marches in a straight line, a good social media team consists of an elite squad of highly trained and well equipped individuals who can be deployed in sensitive situations, trusted to make the right decisions and empowered to act on them in a timely manner. Social media is the new battlefield and it can’t be fought with a traditional media army”.

3. Companies that are saturating the social universe with campaign and sponsorship related content are missing the point. A more appropriate use of these channels is to build brand loyalty and reputation through interaction, education and engagement – all of which, and more, can be monitored and proven with diligent tracking of analytics, sentiment and conversion rates.

Marketing Precedent

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Precedent

We are a digital experience company based in London and Hong Kong.

We work with clients we believe in, who become our partners.

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