The Digital Marketing Institute turned their corporate Gmail accounts into a marketing and branding tool with WiseStamp’s team solution.

Employees:

34

Founded:

2008

Industry:

Digital Marketing

Founded in 2008, with administrative offices in Dublin, Ireland, and expert teachers from all over the world, the Digital Marketing Institute specializes in training courses to increase and update online marketing knowledge. It will have trained 8,000 people in digital marketing by the end of 2014. Graduates of their courses come from 50 different countries, over 6 continents.

The Digital Marketing Institute offers a range of digital marketing courses and certification for people looking to upscale their digital marketing knowledge, with courses in Search, Social, Mobile, Display & Email Marketing, at diploma level, postgraduate level, as well as an internationally recognized Masters degree in Digital Marketing.

The importance of social branding across all communication channels

As a leading provider of digital marketing courses, the Digital Marketing Institute pride themselves on their strong corporate branding, and the close integration with their social media channels. Mark Scully, Search Marketing Executive at the Digital Marketing Institute reflected on the importance of consistent social branding. “We’re quite particular about what key messaging we use to describe us. We currently have over 10 people in our sales team, so it is important to protect our messaging.” The DMI currently sends out thousands of emails a week, both to prospective students, current students, course graduates and faculty members, so email is a key communication channel for them.

For the Digital Marketing Institute, every member in their team plays a key role in promoting the work that they do, and promoting the company brand. Mark was looking for a solution that would help them carry their branding solution across into their emails, so that email could be used as a direct tool for marketing and promoting their courses.

As experts in Digital Marketing, it was very important to Mark and the rest of the DMI team that they could measure and analyze the results of any online marketing tools that they used. When deciding to integrate a team email signature solution into their marketing strategy they looked for a solution that would with their analytics suite to be able to track traffic, and direct leads, in the same way they did from other marketing channels.

Control over key corporate messaging

By integrating WiseStamp for Business into their Gmail for Work account, The Digital Marketing Institute’s marketing team could centrally control and manage the key messaging use on all their team email signatures. According to Mark, “when a new member of staff starts at the company I can oversee exactly what they are putting in their signature, and make sure they are driving traffic to particular pages on our site.”

WiseStamp offers users the option to update their own signatures, but it can also be managed centrally from one dashboard, which cuts down on waiting time, and frustration if team members need their details changed, but don’t get round to it in a timely fashion.

At the Digital Marketing Institute they understand the importance of branding as a key part of any marketing strategy. By creating a unified email signature across all external email communication, the DMI demonstrates the value that they hold for branding as a marketing tool, and their expertise in this area.

The DMI also promotes their social media sites via their WiseStamp signatures. On their team signatures they link to the five main social networks- Facebook, Twitter, Google+, LinkedIn and YouTube. For any company working in the digital space it is crucial to demonstrate their social media presence, and the DMI does this via an array of marketing channels, including every email that is sent out from a company account.

With a large sales team promoting their professional courses, the DMI wants to drive traffic to key pages in their site by including them on their email signature. One of their lead generation marketing materials is a questionnaire calling you to test your marketing knowledge. This is added on to every employee signature to promote it and drive traffic to the page, especially from qualified leads who may already be in talks with the sales team.

“WiseStamp has brought us direct qualified leads”

As experts in Digital Marketing, it was very important to Mark and the rest of the DMI team that they could measure and analyze the results of any online marketing tools that they used. When deciding to integrate a team email signature solution into their marketing strategy they looked for a solution that would work with their analytics suite to be able to monitor traffic and direct leads, in the same way they did from other marketing channels. With a WiseStamp signature it is easy to link it to your Google analytics to understand the traffic it is bringing you, and where your leads are coming from.

Mark found that using WiseStamp drove direct traffic from email signatures to both their social channels and to the key areas of their website that they were promoting. According to Mark, “WiseStamp has brought us direct, qualified leads” making it a key tool not just for corporate branding but also a marketing channel in its own right.

By using WiseStamp’s team solution the Direct Marketing Institute can easily promote their social media presence, as well as their choice of marketing promotions across all employee email signatures. This has given their sales team an extra tool to promote their marketing materials in an interesting and unobtrusive way. They can also centrally control their branding and key messaging on every email that is sent out from one of their accounts.

The DMI has lots of experience with utilizing and managing a range of online marketing tools, and have in-depth knowledge about which tools it is worth investing in. They found WiseStamp easy to set-up and manage, and a useful tool both for branding and marketing. Mark has recommended WiseStamp’s team email solution to others in the marketing field, and other companies that he has consulted with.

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