informa Marketing Automation - Berghaus goes digital
Publish Date: 10/02/2010
Berghaus, the Pentland Group-owned outdoor clothing and footwear brand, has appointed its first dedicated digital agency following a competitive pitch.
Dave Burgess discusses in Brand Republic how having spent so long favouring print and cinema ads, it's quite interesting that Berghaus is looking to launch a digital marketing strategy. The aim now will be to carefully manage multi-channel communications – but to make this an effective strategy that develops the brand, Berghaus needs to think about the wider picture rather than focusing all its efforts on digital. Now is the time to be considering how to collect data relating to communication preferences through online sources, and then communicating through those preferred channels to start developing lasting relationships. Digital can obviously play a vital role in facilitating these moves, but only a 360 approach to comms will help Berghaus nurture an engaged audience.
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