Digital marketing has evolved from the days of black and white ads in newspapers. Companies now have more options than ever when it comes to targeting specific audiences, reaching them with the right message, and measuring results. That is why companies are also proactively hiring digital marketers with an end-to-end understanding of how digital marketing works. As a result, there are much more jobs in the field of digital marketing today than there were earlier.
If you’re a digital marketing aspirant, you should be aware of some good marketing campaigns that have been successfully carried out – which you can use both as learnings and as inspiration for your campaigns. These strategies are effective, cost-efficient, and leverage modern technology to its fullest potential. Let’s take a look at these amazing digital marketing examples, what we can learn from them and how they can inspire you to create similar online experiences for your customers.
Taking social media engagement to the next level – Dropbox: Reaching and engaging with customers on their turf
The first example of digital marketing on our list is the Dropbox “Find Your Next Great Idea” campaign. Digital marketing isn’t just about showing your ads on platforms like Facebook, Google, and Instagram. It’s also about creating engaging and helpful content your target audience can find on their own turf. You can create blog posts that inspire your customers to take action, create helpful and valuable content like ebooks, or host live events with your customers. At the same time, you can also create a place for your customers to come together and discuss your products. This could be a forum, a community page on your website, or a social media channel. This provides your customers with useful information and inspiration while allowing you to engage with them directly. You can engage with their feedback and questions and help them navigate your product.
A holistic digital marketing campaign to invoke nostalgia – Taco Bell: Leveraging the power of nostalgia to build brand recognition
Taco Bell is one of the world’s most recognizable fast food chains. Taco Bell’s “Steal the Menu” campaign is an example of digital marketing that uses nostalgia to its advantage. This campaign uses social media users’ nostalgia for the 90s to build brand recognition, assimilating their ads, social media pages, and menu items. This helps Taco Bell attract a younger audience and build brand recognition without mentioning its name directly.
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Using digital tools to improve RoI – Tictoc: Measuring real-time ad effectiveness with Tictoc
Tictoc is a tool that allows you to measure the real-time effectiveness of your digital ads. This tool measures how long an ad has been running, how many people have seen it, and how many people have clicked on it. Tictoc then tracks how individuals who have clicked on your ads interact with your website. You can then use these insights to determine how to adjust your digital ad campaigns or to decide if your ads are even worth running in the first place. This is especially useful for companies running ads for the first time and have no idea what their return on investment (ROI) might be. You can also use this data to determine your ads’ ideal length and the types of ads that get the most clicks.
Utilizing digital ad campaigns for offline boost – Old Dominion: Using digital ads to boost in-store purchases
Old Dominion (O.D.) is a natural gas and electricity provider operating in the U.S. The company wanted to leverage digital marketing to boost in-store sales. O.D. partnered with Amazon to create “Amazon Assistant Stores” that were placed inside existing convenience stores like Sheetz and Wawa. O.D. used these in-store display ads to drive traffic to their website and encourage those customers to sign up for a plan and pay their bills online. O.D. then used the customers’ data to send them personalized ads on Facebook, encouraging them to visit their nearest O.D. store and sign up in person. This allowed O.D. to capitalize on the existing foot traffic in convenience stores and direct that traffic to their preferred channels.
Social media for increasing demand and awareness – Merck: Using digital ads to promote product awareness and increase demand
Merck, a pharmaceutical company, was looking to promote product awareness and increase demand for their shingles vaccine Zostavax. Merck’s “Virtual Vaccine Clinic” is a great example of how digital marketing can be used to promote product awareness. This interactive website allows you to “book an appointment” for a vaccine without even visiting a doctor’s office. The website walks you through questions and issues relevant to the vaccine and then gives you a prescription at the end. This digital ad campaign demonstrates the benefits of the Zostavax vaccine and allows potential customers to sign up for the vaccine without ever having to visit the doctor’s office.
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Bringing humor and social media marketing together – Dollar Shave Club: A successful ad merger experiment for razor brand awareness and acquisition
Dollar Shave Club is an online razor subscription service. DSC was looking to attract new customers and increase its razor brand awareness. They decided to target men aged 18-34 and created a humorous ad featuring a man dressed as a doctor claiming that their razors were “for doctor’s use only”. This ad became wildly successful and was viewed millions of times online.
Social media to create a sense of exclusivity – G.E.: Targeting a particular audience with digital ads that showcase the unique value
G.E. is a multinational conglomerate that operates in numerous industries, including healthcare, aviation, appliances, and energy. G.E. wanted to advertise their Predix platform, a software that helps companies manage their industrial equipment, to engineers. G.E. decided to target engineers by using the software to solve problems engineers face every day. G.E. advertised that if you’re an engineer, you can use Predix to help solve problems like calculating the ideal length for a bridge or creating an engine model.
Conversational marketing for more proactive decisions – Click-to-Messenger Marketing: Enlightening your customers about your products before they even sign up
Some companies use “click-to-message” ads instead of traditional online ads. This strategy allows you to target customers browsing your website and send them a message through a platform like Facebook Messenger or Google Inbox. If the customer clicks the message button, a conversation is opened between them and your business. These click-to-message ads are beneficial since they allow you to communicate directly with your customers and answer their questions before they even sign up for your product or service. This can help you increase conversions, get immediate feedback, and improve your overall customer service.
Video content marketing – Adobe X.D. Launch Event: An inspiring digital marketing example of how to use video effectively
The Adobe X.D. launch event is a perfect example of how to use video as an effective marketing tool. On their website, Adobe released a “Make Something” campaign. This campaign featured videos of creators and influencers making things like paintings, t-shirts, and cakes. This was a great way to inspire people to create and set a creative tone for the new product. There are countless ways to use digital marketing to target your ideal customers, boost brand awareness, and generate leads.
We hope these examples have inspired you to create new campaigns or use your existing digital marketing efforts.
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Through the years, the digital marketing industry has left no stone unturned to assimilate exceptional creativity in expanding brands to reach out to customers, convince them, and accomplish purchases successfully. All a brand needs is a clear understanding of modern-day tools and the ability to track, measure, and improve the performance of campaigns. That requires having some analytics know-how, along with an aptitude for iteratively improving performance by measuring different metrics. All of this is easy to get a hold of if you have the right support.
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What does digital marketing include?
Digital marketing includes end-to-end marketing on digital mediums like social media platforms. This includes content writing, content marketing, social media management, SEO, and more.
What are the 5Ds of digital marketing?
The 5Ds of digital marketing are digital devices, digital platforms, digital media, digital data, and digital technology.
Who is referred to as the ‘father of digital marketing?
Philip Kotler, an American professor, is often referred to as the father of digital marketing.