Dianne Head, Director of Communications and Marketing said that the online experience provided a personalised experience for people engaging with the platform and allowed data capture that provided better understanding of customer behaviour.
“Online Open Day allowed us to build a highly improved view of our customer journey and decision funnel, allowing us to demonstrate direct value from an end to end perspective. The data we were able to capture has given us new insights into our customers’ behaviour and consequently, we have reviewed our entire approach to how we blend our online and in-person engagement” she said.
Marijke Timmers, Marketing Cube’s New Zealand based Consultant said this was an example of an organisation making the most of the roadblocks thrown up in 2020.
“While the conditions caused by Covid presented a number of challenges in terms of coordination and urgency in rolling out a digital-first approach, it created an opportunity for enhanced, centralised data and measurement of ROI”. The University’s lean, centralised marketing team took advantage of this opportunity and delivered a new model quickly and successfully, with significant returns and a benchmark for future digital events. It is wonderful to see them recognised for this achievement.”