Digital marketing effectively, a well-judged strategy is essential. Digital marketing strategy includes everything from identifying the target audience to key messages and tactics to channel choice analysis and evaluation guidelines.
Marketing Strategies of Some Big Companies
Coca-Cola is one example of a company that has used digital marketing effectively. In 2003, Coca-Cola launched its “Share a Coke” campaign using a digital marketing plan that mixed social media and offline channels. Customers were urged to find their names and those of family and friends on their personal Coca-Cola labels, take pictures of bottles, then post them on social media. The company set up its campaign page where customers could post their Coke stories as well. The mixed-channel campaign saw massive social media engagement and became an email case study in modern digital marketing simply because of this one idea.
Another leading multi-national corporation is Unilever. The Fast-Moving Consumer Goods (FMCG) brand is known to use TV commercials as opposed to digital marketing most other times. Well, when it mixed digital with advertisement, the battle of “The Hunted” became its first YouTube campaign. “The Hunted” was released online in July 2007, prior to the main TV campaign and sponsored online commercials that circulated on YouTube through mid-2008. Basically, it was a series of interactive commercials circulated on YouTube.
Crowdsourcing, a rather new concept for Unilever, was part of the digital marketing campaign for Signal toothpaste in 2007. Unilever invited consumers to help create an advertisement for a toothpaste targeting children. They were encouraged to send ideas, stories, and other content related to Signal through the Internet. Unilever received such brilliant contributions from consumers that it ended up using a couple of submitted concept ideas. One winner was selected for a cash award of about US$15,000 while others received various prizes, and these contributed to the production of ads aired on TV.