Digital marketing | Craig Le Grice



		Everything I do revolves around technology performance. From ensuring advertising is supported by a technical foundation to creating entire ecosystems that use technology to grow a brand, I'm focused on the potential of digital. Digital technology is special because of the multi-faceted power it gives us. Compared to 10 years ago, we can easily: Target, segment and track customers Engage with rich responsive content Encourage adoption and purchase Serve and create communities Measure, evolve and adapt



		When it comes to providing rich, content-led, branded experiences, digital is unbeaten. Used to support an integrated media mix or standalone, the power of combining imagery, video, audio and interactivity hooks users. Add to this the ability to target users, segment customers and deliver tailored messaging that almost eliminates click-waste and it's hard to imagine how we ever managed before! I love working with clients to leverage this power and develop new ways of building brand, growing share and developing a community of passion and advocacy.



		The integrated worlds of today's major technology players - Amazon, Apple, Google etc - can teach non-technology brands a lot about how to attract, excite and keep customers. Providing a home that users feel comfortable in and never have to leave is something we could never achieve in the offline space. Brand loyalty for Google in the UK, for example, is 88%. For a bricks and mortar brand to achieve that feels almost impossible. (The 'free cake and puppies' store aside perhaps). Integrating digital marketing with traditional marketing is an obvious easy-win. But I believe we must go one step further - integrating the power of digital and the sentiment of technology across companies as a whole. Bringing the consumer in, providing powerful tools and making accessibility our priority can only be good for business.



		Today's world is always on. It's fast. It's relentless. It's dog eat dog. Everyone is connected. We're all just one text, call, email, post, like, message or poke away... Less than 10 years ago your mobile phone lived in the car in case of emergencies. Now, it's the only thing in life that's never more than an arm's reach away. As marketers, the opportunity to be involved in this 24 / 7 culture is huge. Media opportunities, knowledge, data, new products, responsive services, communities of engagement and technological advancements can bring everyone closer to your brand. Your customer is always on and always connected... Are you? Is your brand? Is its ecosystem? (Does it have an ecosystem?)