How Volvo Construction Uses Digital Marketing to Fuel Sales
Justin Bridegan, MECLABS, and John Johnston, Volvo Construction
In this B2B Summit 2012 video replay, watch as Justin Bridegan, Senior Marketing Manager, MECLABS, interviewed John Johnston, Director of Digital Marketing, Volvo Construction, on content-rich emails as an important element of an overall digital marketing integration strategy.
"Do what you can do, and do it right, then build off of that success," Johnston advised.
Rather than tackling your entire digital marketing campaign at once, start with what you already have. In Johnston's case, he started with building a very strong landing page, which acted as an anchor for his other channels.
Changing the role of online marketing within your company is a gamble, but Johnston said the results can easily outnumber the challenges that you face, including:
Better placement in search engines
Higher customer satisfaction
Enhanced online presence for partners (which in Volvo's case, was its dealers)
The views and opinions expressed in the articles of this website are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees.