MILRAM sparkles with a new presence online

Click, discover and join in: Digital marketing is helping break through boundaries. More and more, MILRAM is using digital marketing to build customer loyalty while its packaging is also getting a fresh new design. The whole digital communications upgrade is thanks to Nicole Liedloff, Marketing Director Brand Retail, MILRAM.

The MILRAM brand’s central communications platform is the beach shack, familiar to many from a series of commercials. An appealing spot, it aims to convey a sense of trust in the MILRAM brand. The beach hut also appears on the new website where users can get to know Enno and Lisa, the likeable father and daughter who run the shack. They offer meals made with MILRAM’s wide range of products that invite users to stop by, relax and enjoy a feeling of community. “In the future, the website will offer customers a personalized experience,” says Birte Backhaus, Digital Marketing Manager Brand Retail.

In the digital world, what matters most is that brands focus on their customers’ needs and desires and add value to the customer experience. When it comes to social media, it is important to identify the channels and websites where the young target group is spending time, to maximize the chance of reaching and interacting with them.

The next step is to target content to users’ individual interests and behaviors on that channel, which requires collaborating with internal and external stakeholders to understand the consumers and align the content accordingly. In practice, this means moving from brand centricity to customer centricity, and providing what the consumer wants. But what makes good content? How does a video or an image go viral? The social media specialists on MILRAM’s digital communications team use data and algorithms to make recommendations, including analyzing market trends and customer needs to make better decisions and improve marketing strategies. The digital team is also further developing data-driven marketing by focusing on how users interact online and looking at what resonates with social media users. “Looking at data is a reliable way to evaluate our content on social media. That’s the only way to know what the target group is liking, sharing and commenting on, on the different channels,” says Magnus Voß, Team Lead Digital Marketing.

MILRAM will soon be on TikTok, the popular video portal where people share fun, offbeat content. “The social media world is very dynamic,” says Lina Heusmann, Junior Digital Marketing Manager. It is important to focus on multiple channels at an early stage to stay relevant, especially for young target groups, she says. Communicating online through people like the father and daughter who users can engage with will attract users, engage them and create an emotional bond now and in the future.