Panasonic UK brings in Experian Marketing Services to implement email focused engagement strategy
Global electronic product manufacturer Panasonic has appointed Experian Marketing Services to deliver a digital marketing strategy that will enrich its content across email, online, social media and video to engage customers and drive footfall within UK stores.
The strategy will aim to combine online and offline channels within the approach, in order to optimise all touch points available to the Panasonic brand.
Experian Marketing Services has highlighted the existing email newsletter as an ‘untapped’ data resource for it to integrate its marketing around and engage with new customers.
This plan will include the use of Experian’s email platform CheetahMail, as well as the design of an email based on eye tracking analysis, links through to the Panasonic website and GPS technology to highlight the nearest Panasonic store for each recipient.
Gaele Lalahy, digital communications manager for Panasonic UK, said: “The real innovation here is the use of email marketing to drive advocacy and engage with our target customers. Exclusive and tailored content driven by the newsletter acts as a hook to energise our online communities.”
Jon Buss, managing director for Experian Digital Marketing added: “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, and we are delighted to be helping them to create new opportunities for customer engagement across their business.”