5 Reasons Why You Need a Digital Marketing Strategy

There is a huge misconception that a digital marketing strategy is required only for big brands with deep pockets. However, the fact is that having a digital marketing strategy, irrespective of the size and scale of your business, can make a huge difference to your end results, if executed properly. A digital marketing strategy is a must for any business that is looking to grow and sustain itself in the long run.

Industry reports reveal that 47% of businesses undertake digital marketing initiatives without a defined strategy. As a result, firms engage in multiple experimental campaigns and end up burning their marketing budgets unnecessarily. While experimenting is good and also recommended by industry experts, it’s important that you set timelines to draw results out of your experiments and also decide on course corrections. An in depth analysis of your ROI out of your digital marketing campaigns and consistent optimization are both critical for achieving great results.

Now that you have understood the importance of having a digital marketing strategy, let’s take you through the top 5 reasons why a digital marketing strategy is required for every business.

 

1. For a clear DIRECTION

You may have a general idea regarding what you want for your business from the digital space. Try to pen down these ideas, along with how you would achieve them? I’m sure you’ll be struck by the numerous thoughts that flow in and you will soon realise that a casual approach wouldn’t help you progress with the general digital plan you initially had in mind.

You’ll begin to think more deeply about your customers, goals and objectives, target market, brand and its unique selling points and a lot more. The process could be pretty overwhelming especially if you’re a beginner or new to the digital environment. But, I bet if you fight this battle and draft a digital marketing strategy for your business, you’ve taken the first step towards achieving your desired results.

 

2. To COMPETE in the online space

Many businesses fail to realise the importance of having an online presence and the proportion of customers they’re losing out only because their business can’t be found on the internet. The loss could be huge and in some cases, your absence could be in fact paving growth for your competitor who has already established himself in the online space. So, make sure you think through these scenarios and carve out your strategies accordingly.

By defining a strategy, you’ll gain a better understanding on how you can leverage your business to attract more online share and what are the essential steps to be taken in order to achieve this. Also, always keep an eye on what your competitors are doing online and what marketing strategies are working for them. You can take lessons from these and improvise & implement your plan in a far more efficient manner. Keep this in mind – your digital plan shouldn’t be just to acquire new clients, it should also focus on engaging existing clients that would make them stay loyal to your brand.

 

3. To INTEGRATE your entire marketing strategy

Digital Marketing works best not when it is performed in silos but when it’s integrated with offline marketing activities. One marketing tactic alone will not help any business. You will have to identify, try and test several channels for your business and mix them in various proportions to achieve full potential.

These days, a mix of online and offline marketing is what most businesses opt for. But when you choose this, it’s important that your entire marketing plan is integrated with both online and offline marketing activities. This is crucial in order to maintain consistency in all your marketing messages among all audiences and across all channels. The key here is to have an integrated marketing plan that publish and distribute integrated messaging across all channels including website, social networks, advertising campaigns, newsletters, catalogues and so on.

 

4. To ANALYZE, OPTIMIZE & to achieve EFFICIENCY

A digital marketing that clearly lists out the metrics you will measure in each stage will help you analyze your results against set benchmarks and also optimize your campaigns to get closer to your defined KPIs. A strategy that is well drafted and integrated would also help your business achieve operational efficiency by avoiding duplication and through better utilisation of available resources. Further, it would help in tracking progress and also re-tuning the strategy in response to changes in the market and evolution of technology. A strategy that is flexible to incorporate such tweaks based on industry trends can become invaluable in helping you ensure that your marketing tactics stay optimized over time and do not fall behind.

 

5. Since the world is going DIGITAL

Yes, the world is no longer ‘going’ digital. It’s already become digital and this is pretty evident by the increasing number of users who are getting online. Checking on a brand’s online and social presence to understand brand maturity or to assess product (or service) quality through online customer reviews and feedback has become a crucial step in almost every customer’s buying journey. Therefore, it’s important your business reaps the benefits out of this mass audience who are present on the internet by formulating a digital marketing strategy tailored to your needs that will ultimately enhance your business profile in the long run.

 

Adorable Valentine’s Day Digital Media Brand Campaigns that won our Hearts

During Valentine’s week, more brands are now trying to lure customers into a bond of love with them, even if they do not sell Valentine’s Day related products. It is now a custom for many brands to play cupid by injecting some love into their marketing campaigns leading up to February 14th. We look at 5 examples of brands seeking to help their customers fall in love with their loved ones, as well as with the brands, through digital media marketing campaigns.

 

#O2Tweetheart Twitter Contest

In 2013, Telecommunications firm O2 hosted a Twitter competition in the UK where they asked people to tweet their Valentine’s Day messages to their loved ones using the hashtag #O2Tweetheart. These tweets of love were broadcasted on screens in stores across the country – taking online conversations into the real world. One lucky tweet selected at random won a £500 bag of vouchers for Malmaison Hotels, so a couple could arrange a romantic getaway. Also, 20 selected tweets received £50 vouchers.

O2TweetHeart

 

Flipkart Gif Delivery Microsite Campaign

In 2016, one of India’s largest e-commerce company took to the business of delivering gifs. The brand built a microsite housing 50 gifs for different kinds of love, and you can choose any and send it to the person it reminds you of. There are adorable gifs capturing the little moments of love in our everyday lives, and there’s one for everyone – families, spouses, lovers, BFFs, pet lovers, and more. Along with gif deliveries, the microsite is also driving sales for its Valentine’s Day gifts and gift cards.

 

#PilotLoveGuru Social Media Campaign

Pen brand Pilot says that love has been commemorated with handwritten love notes for centuries, but it is often difficult to pen and post a Valentine’s Day message in this busy digital age. That’s why, for the past several years, the brand runs its ‘Pilot Love Guru’ campaign, which brings the heartfelt written word into the digital space by creating custom one-of-a-kind handwritten notes to send to those we love, through social media.
To participate, customers can tweet, tag, comment or share their valentine’s name with the hashtag #PilotLoveGuru on Twitter, Instagram, or Facebook. Pilot’s specially trained ‘Love Gurus’ will hand-write a personalized and heartfelt message and send it to the valentine via the selected social network. Each message is customized based on the customer’s original message to Pilot. The brand says the #PilotLoveGuru campaign has already played cupid for hundreds of lovers and friends. Pilot has seen a 20 percent increase in love messages each year.

 

Cadbury Dairy Milk #SayItWithSilk Microsite Campaign

In 2016, the premium chocolate brand from Mondelez India was all out with its flagship Valentine campaign #SayItWithSilk that enabled couples to express their love to each other with a microsite that created personalized videos. On the microsite, one needed to answer a few questions like what their partner means to them, select appropriate stickers and submit along with email id. A video is generated that is shareable on social media as well as downloadable. Adorable visuals and gifs were used to amplify the social reach, and drive more people to visit the microsite.

 

Krispy Kreme UK Love Roulette Online Game

In 2012 and 2013, Krispy Kreme UK ran a ‘Love Roulette’ game to help singles find love and a free doughnut, with just one spin. Users can access the game through the Krispy Kreme UK website or its Facebook page, and are asked to provide their Twitter name, and their sexual preference – male or female. The roulette then matches the user with a potential partner and any successful pairing who strike up a conversation using the #krispykremeloveroulette hashtag will be automatically entered into a prize draw for the chance to win a dozen Krispy Kreme doughnuts. As an added incentive, participants received a voucher for a free doughnut of their choice when they bought any of the Valentine’s special range of donuts.

LoveRoulette

 

 

 

Interesting Rio 2016 Olympics campaigns by brands

Olympics – the global celebration for sports is a global celebration of brands too. Brands are eagerly waiting for this moment that is going to be highlighted around the world. And they are well prepared for this commercial battle with their competitors, for this rare moment. Brands invest huge money and effort to be remarkable in the industry by their olympic campaigns. And those campaigns are strong, powerful, fun mixed to mark their presence. And those are committed to make an impact, share a value and inspire millions of people around the globe.

Here, we are listing some of the brand campaigns made for Rio 2016 that we found notable and interesting.

 

 

ONE WORLD, ONE ANTHEM, BY SAMSUNG

Samsung‘s Rio campaign by Leo Burnett Chicago and Leo Burnett Sydney features global athletes and combined World’s anthems to create a global song.

https://www.youtube.com/watch?v=tBxMpuiBO7Q

 

UNLIMITED BY NIKE

The label for the most adorable ad this Olympics undoubtedly goes to Nike‘s ‘Unlimited Future’ created by Wieden + Kennedy. The ad that starts with “Life’s not fair” goes on to be an inspiring speech for these ‘growing athletes’.

With ‘Unlimited Future’ came ‘Unlimited’, where the ad refers to the unlimited potential of athletes and endless possibility of Nike’s designs.
“Unlimited means never defining oneself by what came before,” the brand says. “It means defying expectations, even one’s own. Unlimited declares that there is no ‘happily ever after’ and there’s no ‘too far.’ There’s only ‘What’s next?’ ”

 

GOLDEN FEELINGS BY COKE

 

https://www.youtube.com/watch?v=-xgrFv-j1ws

The campaign by the official partner of Olympics – Coca Cola, ‘That’s Gold’, from Ogilvy & Mather Brazil and David, builds on brand’s current “Taste the Feeling” campaign.

https://www.youtube.com/watch?v=SW7Cuopu8No

 

DEFY LABELS BY BMW’S MINI

A series of 9 ads by BMW‘s Mini by Butler, Shine, Stern & Partners with the theme ‘Defy Labels’ carry a strong mantra – which Serena Williams says, ‘the only label that matters is OLYMPIAN’. Here’s the campaign teaser tat targets the Mini mind-set.

https://www.youtube.com/watch?v=CwXzaz4bl5M

The 8 ads stars the Olympians Ibtihaj Muhammad, Serena Williams, Carlin Isles, Jake Gibb, Morghan King, Carlos Balderas, Claressa Shields and Cullen Jones.

 

BUILT FOR GOLD BY BMW – FOR PARALYMICS

BMW, with KBS, created a dramatic and powerful spot starring Josh George in a BMW-designed performance wheelchair, supporting Paralympic Games.

https://www.youtube.com/watch?v=2d_r2WlU6Ic

 

APPLE’S THE HUMAN FAMILY

Apple’s Rio spot, produced by TBWA/Media Arts Lab, was nothing but simple, having Maya Angelou narrating her poem ‘The Human Family’ and built on ‘Shot on iPhone’ campaign. Analyst Jan Dawson pointed out on Twitter, “Apple’s Olympics ad is a nice antidote to all that’s going on in the world (and the US in particular) at the moment.”

 

ONE JOURNEY, TWO TEAMS – UNITED AIRLINES

United Airlines, the official airlines of Team USA, felt the pain everyone goes through when one tries to navigate the check-in at any airport! This ‘One Journey. Two Teams.’ showed how both United employees and American Olympians do their best to get to the gate on time! This ad by mcgarrybowen stars real-life athletes.

 

THE CORNER BY POWERADE

“Fighters don’t choose to become fighters”. The ad features US Olympian Shakur Stevenson and was created by Wieden + Kennedy.

 

RULE YOURSELF BY UNDER ARMOUR

Under Armour, the originator or performance apparel, together with the ad agency Droga5, came up with ‘Rule Yourself’ ad, which has now become one of the most shared Olympics spots ever. What made so sharable is Michael Phelps’ intense training process and the track from The Kills.

 

THE SWIM BY VISA

Not everytime do you see a refugee, and not everytime you see a refugee competing in Olympics. ‘The Swim’ by VISA, created by the agency BBDO highlights Yusra Mardini (one of the 10 athletes in Refugee Olympic Team) & her journey from war-struck Syria to Berlin.

https://www.youtube.com/watch?v=PAyVmb51iMM

Another campaign by VISA strongly stated that, just like the heart of an Olympian, VISA is always performing.

 

ATHLETES & THEIR STRONG PARENTS – BY FATHERLY

From Michael Phelps’ proud mom to gymnast Aly Raisman’s hilariously nervous parents, the Rio Olympics has so far been stacked with awesome moments of parents cheering on their Olympians from the stands. Before any one of them went for the gold, their parents were encouraging them on a much smaller stage.

The parenting website Fatherly came up with a video of future Olympians and gave dads their due.

 

THANK YOU MOM BY P&G

P&G’s brilliant ad ‘Thank You, Mom’, created by Weiden + Kennedy & directed by Jeff Nichols of Rattling Stick, is quite familiar – showing the athletes and moms embracing after Olympic victory. The campaign celebrate moms and zeroes in on strength.

https://www.youtube.com/watch?v=MQ3k6BFX2uw

 

Sources: AdWeek, YouTube

Benefits of the NEXT BIG THING

Social Media – temporary yet powerful fad that must be taken advantage of while it’s still in the spotlight. Here’s a look at just some of the ways social media marketing can improve your business:

  1. Increased Brand Recognition. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers. For example, a frequent Twitter user could hear about your company for the first time only after stumbling upon it in a newsfeed.
  2. Improved brand loyalty. Brands who engage on social media channels enjoy higher loyalty from their customers. Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.
  3. More Opportunities to Convert. Every post you make on a social media platform is an opportunity for customers to convert. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them. Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and eventually a conversion.
  4. Higher conversion rates. Social media marketing results in higher conversion rates in a few distinct ways. Perhaps the most significant is its humanization element; the fact that brands become more humanized by interacting in social media channels. Social media is a place where brands can act like people do, and this is important because people like doing business with other people; not with companies.
  5. Higher Brand Authority. Interacting with your customers regularly is a show of good faith for other customers. When people go to compliment or brag about a product or service, they turn to social media. And when they post your brand name, new audience members will want to follow you for updates. Not to mention, if you can interact with major influencers on Twitter or other social networks, your visible authority and reach will skyrocket.
  6. Increased Inbound Traffic. Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for. The more quality content you syndicate on social media, the more inbound traffic you’ll generate, and more traffic means more leads and more conversions.
    Social Media
  7. Decreased Marketing Costs. Six hours is not a significant investment for a channel as large as social media. If you can lend just one hour a day to developing your content and syndication strategy, you could start seeing the results of your efforts. Even paid advertising through Facebook and Twitter is relatively cheap (depending on your goals, of course). Start small and you’ll never have to worry about going over budget.
  8. Better Search Engine Rankings. SEO is the best way to capture relevant traffic from search engines. It’s no longer enough to regularly update your blog, ensure optimized title tags and meta descriptions, and distribute links pointing back to your site. Google and other search engines may be calculating their rankings using social media presence as a significant factor, because of the fact that strong brands almost always use social media. As such, being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy.
  9. Richer Customer Experiences. Social media, at its core, is a communication channel like email or phone calls. For example, if a customer complains about your product on Twitter, you can immediately address the comment, apologize publicly, and take action to make it right. Or, if a customer compliments you, you can thank them and recommend additional products. It’s a personal experience that lets customers know you care about them.
  10. Improved Customer Insights. Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave, via social listening. For example, you can monitor user comments to see what people think of your business directly. You can measure conversions based on different promotions posted on various social media channels and eventually find a perfect combination to generate revenue.

Reference : Forbes
AdWeek