Marketing no longer plays a small role in a business. Traditional marketing such as print advertisements, newsletters, billboards, flyers and newspaper print advertisement or even television spots, commercials and radio advertisement no longer is the most effective marketing strategy. In today’s world, technology advancement has evolved tremendously. 3-D printing became possible. Artificial embryos were created by embryologists using only stem cells – no eggs, no sperm. Artificial intelligence (AI) became the big thing for big tech companies like Amazon, Baidu, Google and Microsoft.
Traditional marketing has also evolved with technology and moved into the now called “digital” marketing. New forms of marketing were created to instill innovation and creativity in traditional marketing to entice new businesses and clients. In fact, companies today have been increasing their budget for digital marketing effort (be it outsource or internal) for their business.
What is Digital Marketing?
True indeed, there are many different definitions of digital marketing in the world. However, in this case, we will boil down to the simplest form of defining digital marketing. As defined by Dave Chaffey in his book Digital Marketing: Strategy, Implementation and Practice, digital marketing is “Achieving marketing objectives through applying digital technologies and media”. Digital marketing can come in many online forms such as company websites, mobile applications and social media. Online communication techniques like search engine optimization, social media marketing, online advertisement, e-mail marketing and partnership arrangements with other websites fall under the category of digital marketing.
Optimizing digital marketing effort can be tricky and complicated for many businesses. A common framework adopted by many companies to achieve their organization objective is RACE Digital Marketing Planning framework. This framework helps to break down digital marketing into easier to manage areas that can be planned, managed and optimized. An infographic will probably explain better for all of you that are interested in finding out more about digital marketing.
Examples of good digital marketing
Heineken - Open Your World (Social Issue)
By creating a real-life social experiment, Heineken brought together people from opposite ends of the spectrum (e.g. feminist and anti-feminist) and got them to participate in team-building activities, before unveiling their political viewpoints. Eventually, the pair had an option to share a Heineken and discuss their differences which every pair chose to do so. The campaign was run using Facebook as their primary platform as the advertisement celebrated political differences and human understanding. The campaign received a positive review with an overall of 3 million views within eight days after its launch with over 50,000 shares in the first month and the hashtag #OpenYourWorld became a trend.
Gucci - That Feeling When Gucci (#TFWGucci)
Gucci came up with a marketing campaign by creating a hashtag #TFWGucci, based on an infamous internet-born catchphrase “that feeling when …”. A humorous image accompanied the catchphrase that relates back to a Gucci product and it was advertised on Instagram. Gucci is able to capture audiences’ attention by imitating memes that resonates with the targeted audience. Eventually, the meme garnered 2 million likes and over 21,000 comments on Instagram. The brand uses the power of internet trend to spread its brand awareness and has successfully created a buzz among internet users.
Ted Baker - Keeping up with the Bakers
Ted Baker tapped into multichannel and virtual reality (VR) approach to spark interest and refresh their brand among its followers. The brand created a comedy sitcom named “Keeping up with the Bakers” that played episodically on Instagram Stories over an eight-day period. Eventually, the Instagram campaign led to a 360-degree movie that showcases the items owned by the characters, which could be purchased ultimately. To engage the audience, the brand encourages its followers to participate in inventing their own endings and eventually win prizes. Targeting at younger audiences, the brand used Instagram Stories to capture their attention and thus has successfully garnered 1.9million views and 19,000 likes on their social campaign. The brand has also successfully integrated VR into their shoppable film that makes viewers be completely immersed into the Bakers’ world. In fact, Google Analytics showed that the 360-degree video has encouraged higher click-through rate and increased engagement through social shares.
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