The assignment includes all online advertising, alliance management, product demand generation and customer acquisition. Billings were not disclosed.
Specifically, i-traffic will be responsible for the management of all online media planning and buying, creative services, test design, stewardship, on- going data analysis and reporting for Lexmark. i-traffic will also offer support and advisory services from its Strategic Alliance Services group, which specializes in the acquisition of large-scale partnerships.
“Lexmark’s target market, consisting of both Web professionals and enthusiasts, are already committed to information gathering and online shopping,” said Wayne Mitchell, vice president/client services of i-traffic.
“When they find a Web site with e-commerce capabilities they feel good about, they become evangelists. As a strategic partner, i-traffic is ready, willing and able to enhance that grassroots effort and support Lexmark’s Web-based commerce initiatives with razor edge creative integrated into highly targeted online media,” Mitchell said.
Brent Beckwith, Lexmark’s e-commerce and Web Global Manager said, “We are very excited about the prospect of working with a premier online marketing agency in order to generate demand to our corporate and catalog sites. Our goal is to make it easy to do business with Lexmark. With this in mind, it is important that we increase awareness of our Web site where customers can download drivers, locate the closest reseller or buy printers and supplies online.”
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