Printer brand Brother UK has appointed Manchester based Code Computerlove (www.codecomputerlove.com <http://www.codecomputerlove.com/&gt; ) as its digital marketing agency following a three-way pitch.

Code's long term integrated digital marketing strategy for Brother will involve online brand marketing, site developments, usability and conversion work, SEO, PPC, affiliate partnerships, online user journey channelling and link building, plus online PR in conjunction with CityPress PR and maximising opportunities presented by social networking channels.

Phil Jones, Sales and Marketing Director for Brother UK, said: "The UK printer market is one the most aggressive in Europe, with major brands fighting it out daily for a slice of the market.

"The aim of our digital agency review was to bring in a partner to help us to build our brand on the web and to capitalise on the opportunities the internet offers in the printer buying process to ultimately increase sales.

"Code demonstrated a clear understanding of our brief, in particular the role of the web in the decision making and purchasing process, and presented a clear and concise plan to deliver hard sales. Code's proven track record in the retail environment, for its work with HMV and Waterstone's, also swayed our decision."

Tony Foggett, managing director of Code Computerlove, said: "The internet has become a major resource tool for research, price checking and final purchase of printers. In fact, 54% of printer and computer hardware purchases involve online research. We were able to demonstrate to Brother how digital marketing can have a massive influence on the
consumer in their decision making and buying journey.

"Our solution focuses on improving the customer journey - from acquisition and conversion through to retention - and ways to help build the brand online, to ultimately increase sales. Our aim is to not only to increase the volume of visitors to the site but to also address the quality of this site traffic to improve conversion rates.

"We've also addressed ways we can capitalise on the massive opportunity social networking can offer and maximise the influence of positive online consumer generated reviews."

Brother's main target audience is SMEs and the brand's core product offering includes colour laser printers, multifunction laser printers, mono laser printers, inkjet printers, multifunction ink jet printers, high end laser labelling and ink Fax. Brother is based in Audenshaw,
Manchester.

Published on: 12:00AM on 17th April 2008