“Innovation is part of the Digital Marketing Culture. Consumers are evolving faster, and if we don’t catch up,we’re in trouble”
-Ian Schrieffer
The marketing landscape is continuously evolving, and business must now adapt accordingly.The technological revolution has triggered the expansion of the traditional business model to accommodate for the growing online presence.The dawn of the Digital Age has demonstrated the power of social media and now business’s are increasingly engaging with their customers online.As of 2016, 80% of business reported that they invest significantly into maintaining and growing their online presence.The good news is that now business can bridge their online channels with their offline.
The bad news? well, many businesses fail to implement effective strategies.According to Webbiquity, a staggering 83% of customers have reported bad experiences with social media marketing.It is clear that social media can be used towards your marketing advantage.However finding the “right” strategy is not as easy as it seems.Below I have compiled a list of business who have ticked all the right boxes in terms of implementing an effective strategy. Perhaps you can learn from their success and learn the Dos and Dont’s of designing an effective Digital Campaign.
Three Successful Digital Marketing Campaigns:
1.Innocent Smoothies
Innocent Smoothies is an organic beverage company retailing juices and smoothies. During 2015, the Corporation launched an Instagram campaign to boost awareness and sales of their “Summer Tropical” flavoured edition in the UK market.The company leveraged the power of social media by posting promotional teasers just as the summer months were approaching.This included incorporating summer colours such as yellow with their images and videos, as well as using the hashtag “summer”.The core of their strategy was to provoke customers to associate summer with Innocent smoothies (Innocent Smoothies,2015).
Results:
- 2 million Consumers were reached
- Sales increased by 10%
- 15% increase in brand awareness.
2.Shea Moisture
Shea Moisture is a natural, organic hair company specialising in Ethnic hair. During 2014 the company designed a marketing campaign to drive app download. Using Twitter as there advertising medium @SheaMoisturiser used an App card that could be easily downloaded through Twitter. The aim of the campaign was to increase sales and conversion by helping customers locate the nearest stores that stocked Shea Moisture products (SheaMoisture,2014).
Results:
- 50,000+ app installation
- 10% increase in Sales
3.Renault
Renault is a multinational automobile company established in 1988.The company produces a range of cars, vans and tractors. During 2014, the company launched a digital campaign to generate leads and create awareness of the Renault brand.The company achieved this by using Facebooks Ad Campaign as a minefield for lead generation and conversion.By using Facebooks advertising medium the company was able to design specified posts. This ability to customise and tailor their post allowed the company to penetrate their target market and hence create leads.This campaign launched essentially ensured the optimisation of their advertisement impact (Renault,2014).
Results:
- 48% reduction in cost per lead
- 10% increase in brand favourability
- 8% increase in Sales
These were the top three Digital Marketing Campaigns within recent years. These campaigns demonstrate the power of social media in terms of marketing. These companies, are of many paving the way in digital marketing integration.There are various tools available in terms of implementing a successful campaign. It is up to you to leverage them accordingly. Most importantly remember that:
“Digital marketing is a commitment, not a campaign.”
Hopefully, you’ve learned something from these companies success and keep theses insightful takeaways in mind when planning your next campaign.
References
“Innocent – Little Tasty Drinks”. innocent – little tasty drinks. N.p., 2017. Web. 26 Apr. 2017.
lists, Price et al. “Renault Ireland Official Website | New Cars & Vans | Passion For Life | Renault Ireland”. Renault. N.p., 2017. Web. 26 Apr. 2017.
“Sheamoisture A Better Way To Beautiful Since 1912.”. Sheamoisture.com. N.p., 2017. Web. 26 Apr. 2017.
Antonia Omede 