The power of a unified approach 

By Alex Pattenden, Unity Online.

Digital marketing is one of the most important aspects of business growth, but within that there's a wealth of connected capabilities that need to work together to make it a success.

Published in UK Director Magazines Spring 24
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Digital Strategy:
Alex Pattenden, Unity Online

An ecosystem of digital marketing skills can be hard to source and maintain as an in-house team – it’s hard to find, let alone retain, the right talent and then allow for scalability. However, using multiple external providers can risk siloed or competing aspects rather than a holistic approach.

All aspects of digital marketing need to work together, and this is where the power of a unified team really comes into its own – with three key attributes:

  1. A team that works harmoniously, understanding each other’s specialisms and impact.
  2. A team that takes time to understand each client’s specific nuances and goals.
  3. A team that’s excited to proactively evolve their strategic approach.

A highly skilled team that works together is greater than the sum of its parts.

Practising What We Preach

We worked with NET LED Lighting, one of the UK’s leading suppliers of commercial and industrial lighting, on the design and construction of two new websites. The first catered to all customers, while the second served as a portal for returning trade.

Our primary objective was to build a digital solution for the growing wholesaler demographic. We created a digital brochure as an individual asset, while a loyalty-centred portal enabled the client to capture valuable data, facilitating personalised offers and first-class servicing. This directly benefited them and enriched their marketing strategies, enabling us to implement targeted ads, retargeting efforts and effective email campaigns.

The project required the full spectrum of digital marketing capabilities to work together and as a result, we surpassed expectations.

  • We achieved an average of 62% ad viewability (target was 50%).
  • Over 970 brochures were downloaded within the first month.
  • Traffic to the catalogue page surged by 44% in three months.

 Unity Wasn’t Built in a Day

Talking about a unified approach can sound like marketing spiel, but it takes time and investment to create.

At Unity Online we’ve created a team that understands the pressures of business and the impact that digital marketing can have. Our people are supported with tools that facilitate communication and coordination so they can stay informed and aligned with all client strategies and campaigns.

Perhaps the most powerful aspect of all is that we keep one thing at the forefront of our minds – we’re here to drive growth and to make a tangible commercial impact to client business through their online presence. That’s the kind of partner we want to be and achieving that is the mark of great teamwork.

Photos taken by Simply C Photography

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Get in Touch

Alex Pattenden is Managing Director of Unity Online, a leading digital marketing agency offering SEO, PPC and web design services to clients across the UK.

T: 01473 350485
Or visit

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