Engaged and Aware Creating an effective digital marketing strategy

摘要

With the continuing surge of online retailing,it is easy to assume that e-commerce is essential for retaining current customers and establishing new markets.Yet as a number of ILMA members know,a website or social media presence doesn’t have to lead to direct sales to be an effective tool for digital outreach and customer engagement.GROWMARK,a member-owned cooperative with three proprietary lubricant brands-FS,Archer and United-has decided not to pursue e-commerce at this point,said Becky Hornblower,GROWMARK’s marketing and business development manager for lubricants.”Because of that,our digital efforts are focused entirely on engagement and education,”she said.”Ultimately,our digital channels drive a customer to a salesperson for more information prior to making a purchase.”