Ingredients of a_successful_digital_marketing_campaign

Ingredients of a Successful Digital Marketing Campaign

By Nikhil Gajendrgadkar

[email protected] no: +91 8882135642

DigitalMarketing – Internet Web Browser

http://www.DemystifyingDigitalMarketing.co.in/

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Author Nikhil Gajendragadkar

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mailto:[email protected]

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[email protected], Cell No: +91 8882135642

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IntroductionIngredients of a successful Digital Marketing Campaign


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WhatisDigitalMarketing – Internet Web Browser


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IntroductionThe problems of selling to a global audience have been solved by the internet.Digital Marketing is all about understanding the people and interacting with them.Marketing today is a moving target.A survey has revealed that high-performing companies are twice as likely to rate their companies as highly-proficient in digital marketing than low-performing companies.Responsive Design is the key:• A survey revealed that 90% of the people move among devices to reach a target.

Such screeners expect the same experience regardless of the device they are using.

• Consider the trends. Who uses multiple devices? What do they value when they search? How do people browse among multiple screens.

• Understand how clients interact with your website? Analyze the traffic, where do clients come from and where do they reach?


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Introduction• Tailor your content to the requirement of the user.• Monitor the performance of your website on all sorts of devices.


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• The campaign should be implemented in a natural way that does not obscure the main message of the brand.

• Like all digital things, usability, accessibility and ease of understanding are very important, at least on the internet where people have less patience than a kid wanting a chocolate.

• Make it as real as possible. E.g.. In South Africa, a movement aimed to promote water conservation, built a real live streaming tap using recycled water and streamed it live. Based on the number of tweets the tap was closed, gradually.

• Interesting taglines help. E.g.. To increase the awareness of Volkswagen Golf, in Norway, the named the campaign “Polowers”. In South Africa to promote water-saving, the campaign was named “FLOW”- For The Love of Water.


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• Gamification is a good way to engage the audience. E.g.. In Norway, to promote the Volkswagen Golf, the company created a game. In the game the audience had to predict how far the car could travel on a full tank of petrol. Barclaycard created an augmented reality iPhone game for kids. Lufthansa, before the launch of its Boeing 747-8, created a mini game and digital construction kit to assemble a replica of the 747. Once completed users could win tickets for the maiden flight. Peugeot 208, in the Czech Republic, wanted to change its perception to a technologically advanced car. It created a website, in which the audience could test drive the car and control the acceleration by smiling and hand movements by steering.


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• Real World causes, first open the hearts and minds of the audience, money will flow later. E.g.. Sweden, Faktum a street paper, raised money for the homeless. It did this by showcasing 10 places the homeless spent their nights and made it possible for people to book that place.

• Audience like to engage in live game shows. E.g.. Jetblue Gateways created a real live set for a game, where people skyped in to play the game. The show went live, 5 episodes a day for 7 days. Winners received JetBlue Gateway holiday packages.

• Empower your client to ask questions and answer them honestly to build brand reputation. Mc Donald’s Canada, launched an online platform, where customers could pose any question. The company responded to all the questions through videos etc. The campaign really helped improve Mc Donald’s image.


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• Targeting the client, accurately, helps. E.g.. Danone Germany, wanted to position itself as a premium brand, without doing the usual promotions. Women normally purchase the groceries for a family. Danone started a competition in which women could identify their ‘everyday heroine’, near world women’s day . This response we very good.

• Consumers don’t want to part of promotional campaign, they want to be actively involved in the work. E.g.. Deutsche Telekom, created an opportunity for hundreds of customers to be part of a movie with many tasks open for input. The campaign rewrote the movie distribution model in Germany.

• Identify what people like to do on the internet – google themselves. E.g.. Nike in Argentina/Chile to promote its 10 Km run. The participants were able to find a video, via google, which started 15 seconds before they crossed the finish line.


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• Use negative publicity to your advantage. E.g. Bodyform, in the UK, was accused by a person about lying about the nature of periods, women have. The company replied by creating a fictional video, in which the CEO informed the person, why the company lied. The video was a hit and the company exonerated itself.

• Being creative, you can be successful online, without investing millions. E.g.. Red Rocket Media, a digital marketing company based in the U.K., to generate brand awareness it wanted to reach-out to the top decision makers in the country. So the firm started a campaign to find Britain’s best office dog, because in majority of he cases the office dog belongs to the managing director/CEO.

• Understand the culture of the target audience. E.g.. When the Norwegian’s shift residences, they call their friends for help. So when Ikea in Bergen, Norway, wanted to move. Ikea invited the people, a simple website was created where people could sign up for various tasks.


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• Endorsement from a friend/colleague/relative is the quickest way to convert to a trial. E.g.. to generate mass awareness around the launch of Special Cracker Crisps, Kellogg’s opened the world’s tweet shop, in London., where social currency replaced financial currency. The public had a post a tweet online, show it to the assistant at the store who exchanged it for a packet of crisps. The campaign was the most successful in Kellogg’s history.

• Smart Apps to engage your audience. E.g.. O2 sponsors the English rugby team, the company gives free tickets and other freebies, but for the thousands of fans the big match experience is generally enjoyed at home or in a pub. O2 created a dual screen app, which gave a direct audio from the referee in charge and real time stats.

• Take advantage of Multiple Screens. E.g.. the first season of waling dead was a great hit in the UK. However, British audiences were not used to the American style of long breaks between episodes. Hence they created a App to bridge the gap.


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• Don’t hesitate to get personal. E.g.. Axe, in the Middle East, released a music video asking fans to tell them who they would like to ask out on a date on Valentines day. Every week day leading up to Valentines day, the company would choose a comment and transform it into a personal song. The fan could share this proposal with the girl he loved.


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Ingredients of a_successful_digital_marketing_campaign

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