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How Home Services Brands Use Integrated Marketing Execution to Create Trust

Posted by Katie Dunbar on Aug 25, 2015 12:26:00 PM

Home Services Businesses Require Consumer Trust


As modern consumers, we are accustomed to doing research and selecting consumables at our discretion, ranging from what restaurant to dine in, where to shop and what items we purchase. We now have more choices than ever, and there is an intangible trust factor that has become increasingly important.

In store and in office consumer situations require trust, but that trust building differs for home service providers such as painters, lawn service and restoration companies where the professional is invited to the consumer’s home.  In this situation, the dynamics change. The consumer must have complete trust, not only in the business, but also in the people that will be servicing the home. From the service provider’s perspective, this need for trust causes an increased pressure to create a compelling marketing campaign that balances the human connection with conventional and digital marketing materials to gain the consumer’s confidence.

The world of marketing execution is becoming more complex with the convenience and popularity of social media and mobile, but the ever-present desire for a human connection as well. Home service brands can capitalize on this by following these marketing strategies in support of their business model before, during, and after they have provided their service:

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Topics: marketing asset management, integrated marketing, franchise marketing, marketing resource management

DataSource Attends Direct Marketing Association Integrated Marketing Week in New York

Posted by Robin Marchetti on Jun 12, 2014 10:24:53 AM

Last week’s message at the Direct Marketing Association Integrated Marketing Week in New York was clear; marketers must deliver great customer experience through integrated marketing across multiple channels; web, social, mobile, broadcast, email, in-store, outdoor and beyond. In a panel discussion led by Linda Gharib, SVP of Digital Marketing for Citigroup and Margot Vaughan, SVP for MasterCard the take-away was that marketers and agencies alike are challenged with the task of implementing omni-channel marketing; a seamless, consistent, relevant message available when customers demand necessary information. They stated, “For brand messaging to be effective marketers must understand what phase of the journey customers are experiencing. For example, brand messaging must reflect whether customers are on boarding or current customers.”

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Topics: Omni-Channel Marketing, Blog, multi-channel marketing execution, integrated marketing, direct marketing

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