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20.07.2005 Hi-Tec Raises Digital Spend - Revolution 07 - 2005
LONDON - Sports-shoe brand Hi-Tec is putting digital at the heart of its marketing activity through the launch of a global website to be used as a platform to reposition its brand. The company said that its online spend could reach the same levels as its above-the-line ad budget over the next few years. This year it upped its spend in digital from 10% to 15% of its marketing budget, and Tony Linford, group marketing director at Hi-Tec, said he sees that figure rising. The website, developed by digital agency Pod1, will form a pivotal role in future product design, by featuring the company's designs and inviting customers to feed back and influence the shoes that will end up in the shops. We see this new website as a platform for global repositioning of the Hi-Tec brand. Our goal is to conduct online projects such as researching product preferences -- and undertake direct communications -- with end consumers, Linford said. We are certain that our target market groups are online more. If you make the assumption that consumers are not reading magazines as much as they used to and are watching less TV than they used to, then what are they doing? I predict that our spend in online media will rise and might get to the level that brands have spent on traditional advertising. Over the next two to three years we will be embarking on that path as well. The website was launched following a marketing microsite for Hi-Tec's CDT product range, and showcases its new collections of sports shoes. The brand is considering other ways to reach different target audiences through emails and online marketing. By Emma Rigby« Back to News
