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Aiming at long-term
influence
marketing
is rapidly going online, and in
online marketing, campaigns play a major
role. However, a smart online campaign is
not just a single one-off activity or a short-
time endeavor.
“Practice has shown that the effective-
ness and success of a campaign will cumulate
when the concept is planned to be in the
market for a longer time and to be devel-
oped continuously,” says
Vesa Pakkanen
,
Planning Director at Citat.
Nowadays, traditional online marketing
is, almost without exception, combined with
social media elements and even viral market-
ing. With these media, the message travels
fast from one person to another, and com-
panies can even gather development ideas
for their services from their target groups.
By utilizing a concept that encourages inter-
action, a company can gain free publicity on
discussion forums, blogs and Facebook, for
instance.
“It is important to consider the continu-
ity of the campaign as early as in the planning
phase, when we work together with the cus-
tomer to define long-term goals and mile-
stones,” Pakkanen says. “In this way, we cre-
ate not only a successful campaign but also a
brilliant online concept.”
•
We make
marketing easier
citat has extensive
knowledge of
product-intensive companies; what their day-
to-day needs are and what challenges await
them. In order to simplify things for its cus-
tomers, the company offers them systems
that manage product information in an effec-
tive and market-oriented way. Lead times are
significantly shortened by reusing structures,
templates and workflows. They are now
streamlined and simplified.
“Today, many salespeople choose a tab-
let over a traditional sales binder, and more
and more consumers prefer to shop online
or via their smart phones,” says
Anders
Hammarström
, Project Manager at Citat.
“When so many channels are available,
it is more important than ever to manage
the product information efficiently. Product
Information Management (PIM) simplifies
complex productions. PIM keeps track of
data and ensures the publication of the infor-
mation in all channels.
“Citat also has a great deal of experience
producing material that is to be adapted,
both linguistically and graphically, to different
markets. One of our most recent challenges
was a catalog in 35 languages in which the
information from a similar project was used
to take care of the language management,
the production of the original, the rounds
of proofreading and the coordination of the
various market contacts.”
•
All under the
same roof
copywriter
and team leader
Elisabet
Widell
came to Citat when the company
took over Lantmännen’s in-house agency as
part of the outsourcing deal of 2009.
“My colleagues and I have contributed
to Lantmännen’s various brands with some
important skills, as well as to their working
methods and procedures,” Widell says. “This
has meant that our collaboration worked
well right from day one.
“Work for Lantmännen has grown quickly
and today includes about 20 different brands,
both at consumer and business-to-business
level. We deal with all types of assignments
– from advertising campaigns to selling in-
store material, inspiring cookbooks, informa-
tive newspapers and business-promotion
campaigns in digital media. The fact that we
have a presence throughout the whole of
the Nordic region and are able to accept and
coordinate pan-Nordic projects reinforces
our collaboration with many of our custom-
ers, including Lantmännen.”
Market communication and branding is an
extensive and far-reaching activity for many
of Citat’s major clients.
“The work will often include many dif-
ferent clients and also several suppliers and
collaborative partners,” Widell says. “It is
therefore important to collaborate with an
advertising agency that is able to develop
new creative solutions whilst at the same
time being able to see the bigger picture.
This is exactly what Citat does.”
•
Vesa Pakkanen
Anders Hammarström
Elisabet Widell
bus i ness
market ing services
16
edita’s year 2011