Middleton was commenting on the launch of the online division in response to growing client demand for integrated marketing solutions. The company is a specialist marketing consultancy for the ICT industry.
"Our clients are all in the B2B space, and their marketing needs are very different from those of companies targeting consumers," she says. "This year we're really seeing our clients understand the value of having a single supplier take care of all their marketing needs. A year ago the demand wasn't there, but now the time is right for us to add online solutions to our marketing package."
Patrick Gordon will head its online division, but Middleton stresses that its operations are not separate. "Patrick provides specialist expertise, but every single one of our account managers understands the online space and how to develop an integrated on- and offline strategy. There is no point in having a separate division working on a parallel track - we're all about providing a consistent, holistic approach that meets all our clients' marketing needs.
"Traditionally a lot of companies thought of their web presence as an IT function that could simply be outsourced to a web development company," adds Middleton. "But without folding it into a holistic marketing strategy, our clients weren't getting the results and the value they expected from their online presence. They have come to us for an integrated approach to their entire marketing effort."
"What they really need from their online presence are solid sales leads, there is no point in simply driving traffic to a web site for the sake of it, as many companies do, without any thought of making a strategic difference. At DUO we understand that it's all about the quality of the traffic to your web site, not the quantity," she concludes.
For more go to www.duomarketing.co.za.
