Vonage sees lift from integrated marketing effort

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New York—VoIP vendor Vonage, which began its marketing efforts entirely online, experienced a significant lift when it integrated these with TV and other offline efforts, said Dean Harris, the company’s chief marketing officer. He made his comments Thursday at BtoB’s NetMarketing Breakfast.

Harris said Vonage optimizes the online and TV campaigns on a weekly basis in terms of creative and positioning. It also uses search, print and outdoor advertising and is beginning to explore marketing opportunities in Weblogs.

"I do not see e-mail marketing as a growth area," Harris said. "Everything else is working for us."

The other three panelists agreed that the bloom is off for e-mail.

"Online and direct marketing are the only things that worked for us," said Andrea Fabbri, senior manager-marketing communications at Intelsat, a $1 billion satellite services company.

Lesli Smith, director of e-business communications for Siemens Energy & Automation has invested in online commerce, but limits e-mail marketing to e-mail newsletters.

All of the panelists cited search as a popular medium. Harris said Vonage has dramatically increased its number of keyword buys.

But any one tactic won’t do the job, the panelists agreed, saying integration is crucial.

"What’s working today is fully integrated marketing, not single media tools," said Eric Grates, business services manager, e-communications at Dow Chemical Co.

—Carol Krol

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