There is no denying that marketing is an important tool in kicking off or sustaining any business activity. The first concern for businesses is visibility. The product or service that they offer must be known to their potential buyers so that this may ultimately lead to a sale.
Stakes of marketing have changed with the advent of technology and digital media. The tech-savvy companies have taken advantage of newer forms of advertising to target specific market segments.
Let’s take a look at the top five marketing ideas as used by smart marketers around the globe.
Social Media Marketing
Facebook, Twitter, Instagram and blogs are all forms of social media marketing that have taken off in recent times. They help companies generate a far greater reach than average and intelligent companies have taken advantage of that.
Disney’s ‘Social Media Moms’ – In 2010, Disney started an annual campaign called the ‘Social Media Moms Celebration’, aimed at mothers who have a large online presence and the ability to influence. In 2015, this campaign managed to generate 28,500 tweets, 4,900 Instagram photos and 88 blog posts, full of reviews, videos and pictures of children enjoying at Walt Disney World.
Each year, around 175 – 200 e-mail invitations are sent to moms all over the United States to participate in the ‘Social Media Moms Celebration’. Disney executives look for moms who are ideal promoters of the family-friendly brand and are active in communities online and offline. The invitations entail amazing packages with attractive discounts, passes to skip lines, a beach-themed party and so on.
Dove’s Real Beauty Sketches – Another brilliant use of social media was made by the personal care brand, Dove. Their 3-minute advertisement “Real Beauty Sketches” video, featuring an FBI-trained sketch artist went viral on social media with over 114 million views. The concept revolved around how women are hard on themselves and their appearance, while others see them as beautiful. In every case, the sketch based on a stranger’s description was significantly more beautiful than the women’s descriptions of themselves.
The brilliant message used caused a huge social media interest and managed to serve as a good marketing strategy for the company.
Google updates have made content a very powerful tool in the world of marketing. And many big names in the industry have taken maximum advantage.
Coca Cola’s Content 2020 Campaign – This soft drink giant is throwing some serious resources behind its “Content 2020” campaign. This is to achieve the target of doubling the company’s sales by the year 2020 through the use of engaging content marketing. In the mission statement for this campaign, the company talked about how “all advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you are going to be successful around the world, you have to have fat and fertile ideas at the core.”
General Electric’s Ecomagination – General Electric, the American multinational conglomerate uses content marketing to tell the story of the 132-year old brand via different content channels. For instance, one of the channels used is called Ecomagination, which is an online forum of exchanging fresh ideas and conversations about clean technology and sustainable infrastructure. It is set up as a magazine with an experienced managing editor and a talented editorial staff of writers and reporters.
Search Engine Optimization takes into consideration what people search for. The actual keywords that are typed into the search bar and the search engines preferred by the target audiences are the sort of metrics used by companies utilizing this marketing technique.
Macy’s Goes Local – Macy’s, the mid-range chain of departmental stores has harnessed the power of SEO marketing. The company wanted to create a page for each of its stores. The idea was to help customers find out exactly what their nearest Macy’s store has. With its existing vast database of information, the company hired SEO specialists to build a system that incorporated this database. With a page for every store and the option of making changes anytime they are needed, Macy’s can now provide its customers with the latest information. The creation of this system means that now Google and other search engines can index all of Macy’s store pages individually, making it easier for the consumers to get to their desired product quickly.
Amazon’s A9 Search Engine – The American e-commerce and cloud computing company invests a lot of time, money and effort in its SEO department. The company, unlike Google, has a simpler set of rules that assists buyers and sellers. The Amazon A9 Search Engine is designed to help sellers with product discoverability, product ranking, sales performance, ratings and reviews and pricing. The search engine crawls product listings, such as title, brand/manufacturer and search items, product features and description. Once the products have been indexed by the A9 search engine, it can begin to determine where your products will appear for various keywords, terms and phrases. With an easy to use strategy, Amazon has upped the ante in the world of mass scale e-commerce.
Pay Per Click Marketing
This sort of marketing relies on a business model where a company that has placed an advertisement on a website pays a certain amount of money to the host website whenever a user clicks on the advertisement. It is simply paid search marketing. The PPC technique is often used by start-ups and smaller firms.
Cedar Creek Cabin Rentals – In 2001, Tom Telford founded a vacation rental management company called the Blue Creeks Cabins in Helen, Ga. Earlier he had invested in marketing via the internet using Google Adwords and pay-per-click marketing options offered by Google, Bing and Yahoo. By 2010, Telford had a management company called Cedar Creek Cabin Rentals and was spending $140,000 a year on pay-per-click marketing to promote 45 cabins in his charge.
Other PPC success stories include:
- Travelsphere – The number of passengers increase by 234%
- Quicksilver – Revenue increased by a huge 380%
- Confetti – Sales went up by 42%
- Swagger & Swoon – Site conversions increased by 12.41%
This form of marketing is more direct. It includes sending a commercial message to a group of people via email. It is an effective way to stay connected with your customers while promoting your business and is highly focused on your relevant target segment. Companies using this method include:
Slideshare – This web based slide hosting service allows users to upload files privately or publicly in PowerPoint, PDF, Keynote or Open Document formats. The company uses email marketing to connect to its community of users. It personalizes the email with the name of the recipient, keeps the layout engaging and user friendly, gives illustrative examples and uses simple graphics to appeal to the customers. This kind of personalized strategy, along with other measures, has landed Slideshare with 60 million views, 130 million page views and 20 million uploads.
Shopify – An e-commerce company, Shopify strives to maintain the best of customer relations through friendly emails and community building. It keeps its welcome emails engaging and highly readable. The emails open with information regarding your new account, username, password and URL etc, making sure the users get all the basic information right away. In addition to providing this information in emails, Shopify also offers consultant support to ensure maximum assistance to consumers. With such email marketing, it manages to maintain positive customer relations while giving out all the necessary marketing materials.
Whether you are a small business owner, a start-up or a well established chain of businesses, in this age of digital marketing, you cannot entirely rely on traditional marketing methods. Not only is online marketing less expensive, but it also has a far greater reach and an ability to cater better to targeted markets.
Author Bio for Sara – In addition to being a University of Texas graduate, Sara is a digital marketer, social media strategist and a professional content writer. Sara’s professional interests lie in monitoring user preferences online and how; as a result, it is shifting the digital marketing landscape. Having worked with both start ups and well established companies, Sara is proficient in online marketing campaigns. Sara is currently employed with Zenergyworks, an internet marketing service provider based in Santa Rosa, California.