April 21, 2024

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Digital Marketing: Examples of successful campaigns & what you need to know before starting one

More than half of the world’s population actively uses the internet in today’s digital age. Of those, 92.6 percent use mobile devices to access the internet. The world has been undergoing a technological revolution, which is currently changing marketing tactics. Digital marketing strategies are necessary for digital humans.

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By creating a digital marketing strategy, you can precisely articulate your goals and lay out the procedures to achieve those targets. Here are a few things you may do to develop a solid digital marketing strategy:

1. Recognise your audience.
The buyer persona for your company should serve as the foundation of your digital marketing approach. A consumer persona is a hypothetical representation of the type of customers who are most likely to choose your goods or services as the best fit for their requirements. Ultimately, the goal is to learn about their preferences and the digital marketing platform where they are most likely to be located.

2. Use the method of trial and error.

When speaking directly with your customers, you must exercise caution. Try experimenting with different techniques, but always be aware of your limits. Never, for instance, bombard someone with emails or direct messages on social media. Don’t be scared to push boundaries as new technology for data collection develops.

3. Maintain a data log

No campaign is successful or unsuccessful until the success and failure metrics are determined. You need to know more about your target audience than just their buying preferences if you want to understand them. You must discover their preferred methods of purchasing and understand what makes them lose interest. Before, after, and during a digital marketing campaign, examine all available insights.

Types of digital marketing

Since there are various types of digital marketing, you may reach your target audience through a variety of communication channels and messaging. The main categories of digital marketing are as follows:

  • Organic Social Media Marketing
  • Ads for social media marketing
  • SEO (search engine optimisation)
  • Marketing via search engines (SEM)
  • Email Promotion
  • Internet-based influencer marketing
  • Content Promotion
  • Quick Marketing
  • Affiliate Marketing
  • Adversary Marketing

Example of Social Media Marketing (Organic)

Social media marketing is the practice of using social media platforms to interact with a significant online following. The ultimate goal is to build your brand through increased customer awareness and brand loyalty, revenue and sales growth, and website traffic.

Particulars Details
Campaign name Apple#shotoniphone
Campaign objective To develop a viral marketing campaign to showcase the superior clarity and quality of Apple’s new camera.
Execution plan A campaign was made using 77 photo submissions from 75 iPhone 6 users in 25 different countries. The hashtag #shotoniPhone was used to encourage iPhone 6 owners from around the world to post their favourite photos taken with their devices.
Key Takeaways
  • The campaign became viral after going live. Apple takes advantage of this by choosing photographs from a variety of social and age demographics and showing them on 10,000 billboards throughout the world. With advertisements in magazines, newspapers, television, and paid media, the campaign had now gone global.
  • The advertising had a significant global influence. There were 24,000 opinion leaders who mentioned it, and the campaign received a 95% favourable reaction.
  • It received 6.5 billion media impressions worldwide. It enhanced consumer involvement, loyalty, and brand exposure. There were 231 million iPhones sold, a 62 million-unit increase from the prior year.
  • With the hashtag #shotoniphone and a trend of non-users adopting it or becoming new users, existing users felt a part of a global community. Even five years after its initial introduction, the campaign is still active.
  • This is an excellent illustration of how social media contributed to the buzz surrounding iPhone technology and how user-generated material strengthens company confidence. As consumers trust user-generated content (UGC) more than conventional marketing techniques, this sets them apart from competing brands.

Example of Social Media Marketing (Paid)

Social media advertising is focused marketing that uses the platform of social media. Paid social media, dynamic advertisements, Facebook, Twitter, Instagram, Reddit, LinkedIn, Quora, and other social media platforms are among them.

Particulars Details
Campaign name ABTA Travel With Confidence Campaign
Campaign objective The largest travel organisation in the UK is ABTA, which was once known as the Association of British Travel agencies and consists of tour operators and travel agencies. The goal of the campaign was to raise awareness of and interest in their young adult (18–35) traveller product. Additionally, they desired to increase bookings from their current clientele.
Execution plan To appeal to the target population, video material was first created for Facebook, Instagram, Twitter, and Youtube. Pre-holiday, holiday, and post-holiday were the three basic categories into which the campaign messaging fell.

The following were the primary outputs:

  • Through the use of paid advertisements on Instagram, Twitter, and Youtube, raise awareness and impressions.
  • Gain more subscribers and 100% more YouTube views
  • Using Facebook ads, raise awareness and impressions

more paid advertisements across all channels. When it came to ABTA’s established funds, they may be reallocated based on whatever channel was performing the best. For greater performance, reviewing and reallocating were essential.

Key Takeaways
  • By selecting the appropriate demographics and age ranges, ABTA has amassed 738,218 unique Facebook users.
  • The percentage of YouTube views increased from 20% to 40%.
  • Facebook impressions grew by 3215%, from 128,519 to 4,260,668.

Example of SEO-driven marketing

The process of increasing both the quantity and quality of visitors to your website is known as SEO, or search engine optimization. The basic objective is to raise your brand’s visibility when consumers conduct product or service searches.

Particulars Details
Campaign name Monster India Google Search Campaign
Campaign objective To enhance and increase their current applicant and resume database
Execution plan To enhance its database, Monster Inc. India began utilising structured data. The group enhanced job postings using structured data. As a result, the job ad qualifies for a unique user experience in search results.
Key Takeaways
  • A staggering 94% increase in organic traffic to the job details page and a 10% rise in job applications were generated by jobs on Google search. With its user-friendly application style, it assisted users in discovering relevant jobs. Monster Philippines, Monster Singapore, Monster Gulf, and Monster Malaysia all used the exact same model.
  • Additionally, the organic website traffic has nearly doubled in these regions.
  • As a result, structured data in SEO can significantly influence search results. This blog post about conducting keyword research is helpful.

Example of SEM

Paid advertisements are used as part of a campaign approach called search engine marketing (SEM). As they appear on SERPs, or search engine result pages, these products are directed at potential customers.

Particulars Details
Campaign name Zappos Summer Shoes Campaign
Campaign objective Increase sales of a summer shoe option from Zappos is the goal of the campaign.
Execution plan One of the biggest online shoe retailers in the world is Zappos. Word-of-mouth marketing and search engine marketing account for the majority of the business’s sales. They ran sponsored advertisements for summer shoes in addition to SEO strategies like backlinking.
Key Takeaways The corporation uses search engine marketing for 20% of its sales. Thus, it is clear that search engine marketing is crucial for conversions.

Example of Email Marketing

Utilising emails to spread a marketing message to a group of individuals is known as email marketing. It could have as its ultimate objectives raising consciousness, boosting sales, or raising money.

Particulars Details
Campaign name Wok to Walk Campaign
Campaign objective Increased open rates will result in more sales and income for the campaign.
Execution plan
  • Wok to Walk’s initial action was to classify their clients according to their behavioural characteristics. People who opened their emails were separated from those who didn’t in their database. Both groups received an email from the business inviting them to contact the number provided in the email, inquire, and place an order for food. Only 1% of the email recipients actually opened it.
  • A follow-up email was sent to the part that did not open the first one. Now, this sector has a high conversion rate. To avoid the user having to open the email, they made a change by including the phone number in the subject line.
Key Takeaways
  • 7.7% of people responded to and opened the second email as a result.
  • The segmentation process is crucial for email marketing. This enables you to communicate effectively with a group that may be really interested in your goods or services.

Example of E-Commerce Marketing

E-commerce marketing is the process of using advertising strategies to increase visitors to your online store or e-commerce site in order to increase sales. Digital shopper marketing is another name for it.

Particulars Details
Campaign name Envelops.com
Campaign objective To address the issue of customers leaving before paying
Execution plan People abandoning shopping carts during the checkout process are a major problem for many e-commerce businesses. By delivering these customers highly personalised, targeted SMS and email communications within 48 hours of their cart abandonment, Envelopes.com came up with a solution to this problem.
Key Takeaways
  • This attracted the attention of the customer and resulted in an open rate of 38%, a click-through rate of 25%, and a conversion rate of 40%.
  • This is a fantastic illustration of e-commerce marketing because it helps the buyer.

Example of Influencer Marketing

Influencer marketing is the practise of companies working with opinion leaders and influencers to promote products. In order to increase sales and raise visibility, it is thought to capitalise on their audience’s existing relationship with them.

Particulars Details
Campaign name Nike Air VaporMax + What’s Inside
Campaign objective The goal of the campaign is to raise anticipation and awareness for the release of Nike Air VaporMax.
Execution plan
  • Nike is renowned for its global partnerships with influential people and celebrities.
  • In 2017, they made the decision to collaborate with the well-known YouTube channel “What’s Inside That,” which stars Dan and his son Lincoln who cut up commonplace items to see what’s within.
  • To see inside a pair of Nike Air VaporMax shoes, the team cut them open.
Key Takeaways The film successfully raised awareness about their new product line, drove sales, and produced engagement with a reach of 3.6 million.

Example of Content Marketing

The use of videos, blogs, and social media posts for brand promotion is known as content marketing.

Particulars Details
Campaign name Superdrug’s Perception of Perfection
Campaign objective Campaign’s goal is to increase public awareness of the problem of body image.
Execution plan For their campaign, a picture of a woman was distributed to 18 graphic designers in various nations. They were told to use photoshop to make the woman appear “beautiful.” The outcomes varied by country; some of them altered the image to make the woman appear smaller, lighter, darker, etc. in accordance with their nation’s recognised standards of beauty.
Key Takeaways
  • The New York Times, CNN, Huffington Post, Buzzfeed, and many other major international media outlets covered the campaign as it became popular online.
  • There were 1,000,000 reposts, 7,00,000 organic page visits on their website, and a 238% increase in organic traffic search in 16 months. The response was astounding. Celebrities like Lil Wayne and Sofia Vergara have made reference to the advertisement.

Example of Moment Marketing

Moment marketing is the use of persistently popular events to spread a brand message. It could be eccentric, enjoyable, or even convey a societal message. People are supposed to be able to relate to it.

Particulars Details
Campaign name Dabur’s #SubkoChabaJaenge
Campaign objective To generate interest in Dabur Red toothpaste.
Execution plan The company utilised the 2019 Cricket World Cup to advertise its Dabur Red toothpaste variety. The first advertisement targeted viewers’ emotions and was for the India-Pakistan game. In order to gently promote their goods while also chewing up the competition, was their goal.
Key Takeaways With a staggering 28 million views across digital platforms, the video series became extremely popular. They were popular with the general public and the younger generation.

Example of Affiliate Marketing

An excellent strategy to raise awareness and increase revenue is through affiliate marketing. The business pays partners or other third parties to market its brands.
The affiliate gets compensated with a commission each time a sale or a corresponding amount of traffic is produced. This reward motivates the third-party publication to advertise the business’s goods or services.

Particulars Details
Campaign name My Protein’s Global Brand Ambassador
Campaign objective The goal of the campaign is to increase brand awareness and boost sales.
Execution plan In order to advertise their brand on these influencers’ pages, the corporation contacted fitness and lifestyle bloggers. The affiliates were provided with promo codes, hashtags, and social media content to utilise on their pages. The influencers boosted word-of-mouth advertising and assisted in increasing sales and public awareness.
Key Takeaways 100 additional potential consumers came from each affiliate, and they saw an increase of 35% in average traffic and sales.

Frequently Asked Questions

Q: What is an illustration of direct marketing?
To foster a positive relationship between consumers and brands, direct marketing uses a more personalised message. Online advertisements, emails, giveaways, newsletters, and outdoor advertising are a few examples of direct marketing.

Q: Give an illustration of integrated digital marketing.

Let’s say you work as a content writer for a corporation and you just finished writing a blog that was published on the online publication. The social media team added an Instagram swipe up for that blog, and the YouTube team created a video on that blog.
Additionally, your paid media department used that blog to run Google ads. That is what is meant by integrated digital marketing. Simply put, integrated digital marketing happens when several departments work together to market the same piece of content on online marketing platforms.

Q: What is an example of inbound marketing?

Instead of outright marketing your brand, inbound marketing involves directing potential consumers or prospects to your website or company. Through a blog, webinar, e-book, podcast, etc., the brand can be promoted.

Disclaimer: This content was authored by the content team of ET Spotlight team. The news and editorial staff of ET had no role in the creation of this article.