As mentioned earlier, Constant Contact had attempted to reposition their branding earlier in the year. The company hoped to evolve from providing more than just email marketing solutions to one that offered more integrated marketing solutions. In this effort, the management introduced Toolkit, which enabled customers to create multiple marketing campaigns across certain high-yielding marketing channels. However, this new strategy failed considerably as the move confused customers who primarily viewed the company as an email marketing provider. This confusion led to lesser customer conversion rates in Q1, which, in turn, led to lower customer additions.
In order to overcome the issue, Constant Contact changed their advertising strategies in order to focus more on their email marketing solutions. The company decided to drop the Toolkit name and replace it with just ‘Constant Contact.’ Despite this setback, however, Constant Contact still hopes to evolve into an integrated marketing provider. In this respect, the management unveiled a new platform, internally named Galileo. This new platform increases simplicity, while enabling more visually aesthetic campaigns.
As of the last quarter, about 50,000 customers and trialers were using the product. So far Constant Contact has received positive feedback. The company aims to migrate all existing and new customers to this new integrated marketing platform by 2016. The management hopes that Galileo will provide them with a unique competitive advantage, that will lead to greater customer growth.