QD Group's websites have become an integral element of the company's marketing strategy. Affinity designs, produces and maintains each of the five sites, freeing the QD Group's own extensive IT department to concentrate on other internal projects. The sites feature real-time vacancies sections, managed by the QD Group's HR department, which uses Affinity's content management software, the Affinity Control Centre™ to keep vacancy information up to date.
The Lathams brand also trades on-line with a specialist website selling discount fishing tackle (www.lathams-fishingtackle.co.uk) which Affinity designed and produced with Affinity i-Marketing handling the ongoing promotion of managed optimisation programmes, affiliate networks and pay-per-click advertising campaigns.
Affinity also manages links and tie-ins with third party traffic suppliers. For example, when ETT Marcoms negotiated a deal with publisher Archant to link its EDP24 site with QD's 'Product of the Week', Affinity stepped in to organise and administer the process. Without ETT's tightly integrated portfolio of services, this kind of proactive and highly developed marketing would be far more difficult to maintain over the long term.
