It seems like they’re all doing it……..Marks and Spencer’s, John Frieda and now Crabtree and Evelyn. As marketing as we know it, goes through a tidal wave shift, we are witnessing brands and businesses cave into the undeniable power of digital marketing.

You just have to open this weeks copy of Design Week to see how many businesses have jumped on the ‘digital marketing’ bandwagon. Smaller high street brands seem to be embracing social media and spending considerable amounts of their marketing budget on digital activity.

There is an article in Design week that features Crabtree and Evelyn, it interestingly highlights the thought process behind some of the less likely digital marketing advocates. With Crabtree and Evelyn being an older brand with an older cliental you would be forgiven for not expecting them to have a Facebook page. However, Design Week informs me that they have just laid down the plans for a five year digital marketing plan that reportedly contains all the trimmings – facebook, smartphone apps, cloud computing etc.

They began by trialling a Mothers Day themed app in the attempt to encourage smartphone users to purchase Crabtree and Evelyn gifts. They have also struck a deal with BT’s retail division BT Expedite to install a cloud based kiosk system in all of its outlets, which will let the brand track customer behaviour in real time.

All sounding very snazzy…

Annie Pithie, Crabtree and Evelyn marketing director said that ‘ the strategy will involve allocating a significant amount of the company’s marketing budget to digital activity, The strategy will allow us to improve our data capture and to target communications at a younger audience who might not necessarily be aware of the brand.’ Pithie specifically commented on social media, claiming that Crabtree and Evelyn would be ‘ramping up their social media activity because it’s a gift brand’

Pithie really hits the nail on the head with the ‘younger audience’ reference, any brand that needs to showcase itself to younger audiences must be involved with digital marketing. It also must be duly noted that the ‘younger audiences’ term actually really refers to anybody who’s in touch with digital marketing. From experience we would say that could be anyone aged from roughly 15 – 50, a rather huge proportion of the population to not be targeting.

Logotastic will be keeping you updated on any other unlikely brands that might be joining the digital marketing world. In our opinion, the more the better, after all it only makes life easier for all of us!

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