Moreover, the crisis contributed significantly to the development of the entire online industry. With emails in particular, the theory was simple. Why use the regular post, when you can use emails very simply, quickly and cheaply.
Everybody was exposed to this crisis, and so did we, but, hey, that did not keep us from getting another important award in 2009: Best Limited Series Email Newsletter for Marketing Purposes for our Renault Koleos Caravan campaign. If in the previous year the prize was awarded for one simple and specific campaign, the one for Renault was a much more complex endeavour, which lasted over a month and had to go through several communication stages. This time we were expecting an award, because we had done a lot of work, integrating offline and online elements, with targeted communication and lead-based collection mechanisms.
Also in 2009, we did our first behavioural targeting: retargeting users who opened an email, based on clicks from previous emails. This is the year when we launched the 7w URL shortener service. This service accompanied the development of social media, because brands wanted to monitor the impact of their social network content.
The crisis continued, but we could not just stand still in spite of all challenges. You will find more about 2010 in our next article.
