Integrated thinking at Springside

Proving that a digital focus produces the measurable results that traditional media cannot achieve

More and more people are waking up to integrated marketing. We’ve been quietly getting on with it and proving our case for a few years now. Springside demonstrates how integrated thinking really works.

Input rather than output

In the old world the marketing and communications task tended to be delivered by a range of specialists - branding, web design, advertising, PR, direct mail etc. Digital technology, broadband and mobile phones have blown all that away. Clients now require communication partners that can take an elevated view of all of these ‘outputs’ and sit alongside them planning the ‘inputs’.

The old structure is inadequate

Specialist agencies in any traditional marketing activity are now in decline. There is a scramble for new expertise in the mixed up media landscape that is still forming. This is the integrated space where strategy is (largely) media neutral, but flexible enough to cut through online, email, search, above the line and direct.

Plan, measure, change, measure.

Springside demonstrates how integration really works. It places digital communications at the heart of the strategy and plans all other media activity as the supporting cast. Outdoor, press advertising, printed brochures and ambient media are used to a lesser degree.

Primarily these media promote the brand and drive people to the website. And their effectiveness is only evidenced by measurable changes in activity on the website.

User experience is your brand

So everything points to the website where visitors are invited to volunteer their contact data. This enables us to build a relationship and keep them up to date. They are interested in Springside so we provide useful content. We build tools around their needs. We make the experience heuristic. We create engagement. And most of all, we provide the analytics that prove the case.

Compelling numbers

For instance, it costs (on average) 130 times more to to drive a user to the website via a print ad than it does via a search ad. And, of all the buyers that reserved a home on the launch weekend of Springside, over 70% had previously registered their interest online.

Question vested interests

There is a clear shift in customer habits, media consumption and expectations that are challenging the way businesses perform. If you’re not getting this message from your ad agency, PR firm, DM supplier or brand consultant, perhaps you’ll hear it from us. The future fate of your business or brand depends on how you integrate digital communication to your internal and external activities.

Grosvenor and AMA understand this. They are investing in usability, user experience, digital strategy and fully integrated thinking. They are investing in a new way of marketing in the property sector.

More and more people are waking up to integrated marketing. We’ve been quietly getting on with it and proving our case for a few years now. Springside demonstrates how integrated thinking really works.

Input rather than output

In the old world the marketing and communications task tended to be delivered by a range of specialists - branding, web design, advertising, PR, direct mail etc. Digital technology, broadband and mobile phones have blown all that away. Clients now require communication partners that can take an elevated view of all of these ‘outputs’ and sit alongside them planning the ‘inputs’.

The old structure is inadequate

Specialist agencies in any traditional marketing activity are now in decline. There is a scramble for new expertise in the mixed up media landscape that is still forming. This is the integrated space where strategy is (largely) media neutral, but flexible enough to cut through online, email, search, above the line and direct.

Plan, measure, change, measure.

Springside demonstrates how integration really works. It places digital communications at the heart of the strategy and plans all other media activity as the supporting cast. Outdoor, press advertising, printed brochures and ambient media are used to a lesser degree.

Primarily these media promote the brand and drive people to the website. And their effectiveness is only evidenced by measurable changes in activity on the website.

User experience is your brand

So everything points to the website where visitors are invited to volunteer their contact data. This enables us to build a relationship and keep them up to date. They are interested in Springside so we provide useful content. We build tools around their needs. We make the experience heuristic. We create engagement. And most of all, we provide the analytics that prove the case.

Compelling numbers

For instance, it costs (on average) 130 times more to to drive a user to the website via a print ad than it does via a search ad. And, of all the buyers that reserved a home on the launch weekend of Springside, over 70% had previously registered their interest online.

Question vested interests

There is a clear shift in customer habits, media consumption and expectations that are challenging the way businesses perform. If you’re not getting this message from your ad agency, PR firm, DM supplier or brand consultant, perhaps you’ll hear it from us. The future fate of your business or brand depends on how you integrate digital communication to your internal and external activities.

Grosvenor and AMA understand this. They are investing in usability, user experience, digital strategy and fully integrated thinking. They are investing in a new way of marketing in the property sector.

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