Marketing Success Stories Pdf
It's Black Friday, one of the year's biggest shopping days. Your company sells a product online that would make a great holiday gift. So you, (a) offer a juicy one-day discount; (b) ignore the day completely and do business as usual; or (c) charge customers $5 and give them absolutely nothing in return. If you want to receive lots of social media buzz and even increase brand loyalty, the answer, surprisingly, is (c).
Selling 'nothing for something' is exactly what Cards Against Humanity, a company that sells party games 'for horrible people,' did on Black Friday 2015. The results of this upstart company's bold move, and those of some better-known brands, on social media just might surprise you.
Niche Marketing: 60 Success Stories ©APO 2007. This publication is provided in PDF format for educational. Some classic success stories from the USA and other.
Domino's really wants to make it easy to order pizza. Beginning in May 2015, the company let customers request delivery of their favorite pizza by tweeting a pizza emoji to the, or by using the hashtag #EasyOrder. The tweet-based order system earned Domino's media coverage from the likes of USA Today, Forbes, and Good Morning America, not to mention a Titanium Grand Prix award at Cannes.
Domino's 'is constantly cooking up new ways to reach consumers digitally,' according to Lindsay Beltzer, manager of marketing communications. And it's working: more than 50 percent of Domino's orders come from digital channels today. The success of Domino's mobile and social efforts shows how brands today need 'a completely different way of thinking about the customer's journey,' Beltzer says. In February 2016, Taco Bell announced its of a new, undisclosed menu item. Fans could order the mystery item online and pick it up between 2 p.m. At their local shop on Feb.
The cross-channel marketing strategy, which utilized Twitter, Snapchat and Super Bowl TV ads, 'created pent-up desire' for a new menu addition, according to Beltzer. (The secret item, the 'Quesalupa,' was revealed during the Super Bowl.) The campaign also tapped into Taco Bell's most enthusiastic customer base and successfully integrated social media and TV promotions. It's an example of how to create excitement among brand influencers by giving them early or exclusive access to new products or services, Beltzer says. German supermarket chain Edeka released a in which an elderly man is alone at Christmas because his grown children are too busy to visit. The #HeimKommen ad, which ends on a happy note, touched upon food, family and the true meaning of the holidays, while shining a light on the unfortunate loneliness some older people experience. The video was the most viewed Christmas ad on YouTube, racking up 33.5 million views within a week, according to. Two weeks later, the video had scored 331,000 likes, 20 million views and 579,000 shares on Facebook, according to Oren Greenberg, founder of digital marketing consultancy.
The campaign's success demonstrates how brands can effectively leverage holidays to touch audiences in meaningful ways, he says. Another holiday 2015 video that went viral came from skin care company Nivea. The featured a mother and her adult son who couldn't spend Christmas together, because one lived in Spain and the other in Paraguay. Using VR goggles and a fabric that supposedly simulated human skin, mother and son were reunited. Spoiler alert: At the video's conclusion, viewers learn the Second Skin project isn't real.
However, the video makes the point that while technology can bring people closer, it can also cause them to lose human contact. By using 'the right tone' and a 'non-sales-y approach,' the video received more than 150,000 YouTube views and generated positive social media buzz for Nivea, says Kurve's Greenberg. Can you turn a briefcase into a Hollywood star? More importantly, should you attempt B2B marketing on Snapchat? Absolutely — at least if you do it as well as the successful #BallotBriefcase campaign from PricewaterhouseCoopers. Auditing firm PwC has managed Oscar balloting for 82 years. Din 1451 font free.
For the 2016 awards ceremony, the company sought 'to create a modern and savvy campaign' aimed at millennials by using Snapchat 'to generate buzz internally and increase external visibility around the firm's involvement with the Academy Awards,' according to the company. In its first two weeks, PwC's Snap Story on Snapchat jumped to over 700 views. Within three weeks, the campaign received 1,062 related tweets on Twitter and 406 Instagram mentions, PwC says. It also won a in the B2B category. Upstart razor company (DSC) used its typical wise-guy humor to boost its social media presence in a cross-channel campaign that won a in the Retail & E-Commerce category. The #RazorBurn campaign poked fun at established razor companies that claim their blades are so high quality 'you can use them for a month,' according to DSC.
The campaign featured images of old, worn-out, 'gross' razors with humorous captions, such as 'Your razor's so old it eats dinner at 4:30.' The campaign resulted in a 24 percent lift in overall social media mentions for the company, social followers increased by 6 percent, and it bumped DSC's Twitter engagement up 31 percent, according to the company. On Black Friday 2015, when seemingly every business in the world tried to sell consumers something, Cards Against Humanity offered to sell absolutely nothing — for $5.
The party game 'for horrible people' took its Web store offline the day after Thanksgiving. Instead of buying its game, people could give the company a fiver and receive zero in return. Cards Against Humanity didn't even say what it planned to do with the funds. The stunt received major media coverage, and the company took in $71,145, which it distributed to its employees. The move was talked about on Twitter, Facebook and other outlets, and it's a good example of how companies can develop strong brand voices and delight target audiences in unpredictable ways, according to Christine Rochelle, director of digital marketing.
In April 2016, Burberry became the first luxury brand to run a native Snapchat-Discover-channel ad, according to. The 24-hour campaign promoted the company's new Mr. Burberry fragrance, and it featured exclusive video content, including a stylized and sexy promotional short from noted director Steve McQueen. As of this writing, McQueen's 'Mr. Burberry' film received nearly 300,000 views on. 'Snapchat makes everything urgent, yet fleeting, much like the lovers in Burberry's campaign,' says Lily Croll, strategy director with. 'Marketers feel pressured to extend the lifetime for every piece of content, but by making some pieces exclusive to a window in time, brands are able to elevate the value of their content.'
20th Century Fox went all-out for its 'Deadpool' film promotion, according to Wire Stone's Croll. The irreverent campaign 'wove the titular character's voice and humor into a bombardment of marketing tactics,' she says. 'Everything was leveraged from email to TV appearances, billboards to custom emojis, a Fandango takeover — all accompanied by and interwoven with a constant social media backbone. Growing excitement between the Twitter handle, celebrity fans and lead actor Ryan Reynolds blurred the lines between promotion and fandom.' The first 'Deadpool' movie tweet hit the Web in March 2015, nearly a year before the film's release, and it since earned more than 55,000 retweets and 52,000 likes.
The movie's Twitter handle has nearly 450,000 followers. The campaign 'smartly used Reynolds' genuine Deadpool fandom to elevate (not alienate) diehard fans,' Croll says.
Digital ad spending among online retailers reached $12.91 billion last year—far outpacing the spend from any other industry, according to research firm eMarketer. Paid search spending among retailers ranked in the Internet Retailer Top 1000 alone reached $278.9 million per month in 2015—up 21.2% from 2014.
Of course those figures don’t account for other, including fees to marketing and consulting firms, and the significant amounts of staff time and focus online retailers spend on crafting marketing content for email campaigns or social media posts, or optimizing their sites to make them more appealing to search engine crawlers. The time and money online retailers are spending on digital marketing are benefiting some more than others, according to the recently released. The report, available as a four-part downloadable PDF, scores retailers on effectiveness in the main channels of online marketing—social media, email, and paid and natural search. Internet Retailer factored in 36 metrics to arrive at its scores, including such data points as the percentage of site traffic a retailer attracts from the various channels, monthly paid search spend, monthly volume of emails sent to consumers, and the size and relative engagement of the merchant’s following on social networks.
Here are the merchants that ranked No. 1 in each channel, and a brief summary of how they earned that rank. Best Email Marketer in E-Commerce: Beyond the Rack (Score: 93 out of 100). Discount from customers clicking on its email campaigns, according to web traffic measurement firm SimilarWeb.
This is nearly five times the average among Top 500 retailers (which get 2.6% of their traffic from email), and is a clear sign that the content of its emails are resonating with consumers enough to make them click. Beyond the Rack sends on average of 65 e-mail campaigns to new signups per month—that’s more than two per day and the eighth highest among the Top 500, according to a study conducted for Internet Retailer by email marketing firm Listrak. Clearly, the e-retailer is communicating often to customers, and that suggests the merchant places a high premium on email to drive sales. Beyond the Rack has three of the four key email marketing features Internet Retailer and Listrak tracked for this report. First, the merchant’s emails are optimized for mobile devices. Second, it has a shopping cart abandonment program in place, meaning if customers are on the site, add an item to their cart then leave, the retailer will send them an email encouraging them to complete their purchase. Third, the retailer has a pop-up box on its home page that asks new website visitors for their email address.
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Best Natural Search Marketer in E-Commerce: Amazon (Score: 80 out of 100)., and the leading web retailer by sales earns its highest points in this score from the sheer number of visits per month it garners from natural search results—a number that basically blows away the competition. More than 55 million Amazon.com visits per month stem from organic search results, according to SimilarWeb, more than 662 times as many as the median among Top 500 retailers (84,000) and seven times as many as the second-highest number, Walmart.com’s 7.7 million visits per month from natural search results.
In an Internet Retailer analysis of Alexa Inc. Data on top keyword searches and the retailers garnering the highest rankings on those searches, Amazon scored in the top five—and often No. 1—in 14 of the 15 merchandise categories tracked. Best Paid Search Marketer in E-Commerce: The New York Times Co. (Score: 78 out of 100). The New York Times Co., which sells gifts, photos and art on its online store, spent around $1.3 million monthly on paid search last year, according to estimates provided to Internet Retailer by search marketing firm AdGooroo.
That’s nowhere close to the roughly $38 million Amazon.com Inc. Spent, but it is 48 times as high as the median spend among Top 1000 retailers ($27,141) when including those that don’t invest in paid search. The merchant, therefore, earned a high score on this metric. The merchant gets 19.9% of its site traffic from paid search ads, which translates to roughly 24.8 million monthly visits that stem from consumers clicking onto its site from a paid search ad—again, far ahead of the average. The scoring system tracks visits from paid search ads to retailers’ home pages, and for the New York Times Store, that happens to be NYTimes.com.
That means some of those clicks may be from consumers clicking on ads with the intent of reading news, and not buying products. Best Social Media Marketer in E-Commerce: Amazon.com Inc. (Score: 88 out of 100).
The primary reason for Amazon’s lead in social media comes its sheer size and ability to direct large volumes of shoppers onto its site from social networks, even with only modest efforts. While the merchant gets only 1.5% of its website traffic from social networks, according to SimilarWeb, that equates to roughly 14 million visits to Amazon.com from consumers clicking from organic or paid content on Facebook, Twitter or one of the other large social networks. Those 14 million visits, Internet Retailer estimates, lead to roughly $1.32 billion in direct online sales from social networks last year—far and away the largest among retailers tracked in this report. Amazon also earns high scores for its large following on Facebook—it had more than 26 million Likes as of mid-2015, the seventh highest behind such big-name brands and entertainment companies as Starbucks Corp., Discovery Channel, Wal-Mart, WWE Inc., National Basketball Association, and Victoria’s Secret. Amazon’s followers are also more engaged than other retailers, and that helped its score as well.
For example, on average, each post on Facebook earns more than 4,791 comments, 7,303 shares, and 213,000 Likes, according to social media measurement firm Unmetric—far ahead of other retailers tracked. Each post on Twitter is retweeted on average 274 times. America’s Best Marketer in E-Commerce: Wayfair LLC (Score: 69 out of 100). because it scored highly in each of the four channels tracked—email (Wayfair ranked No. 7), social media (No. 131), paid search (65) and natural search (No. Internet Retailer’s overall score weighted the channels as follows given our opinion on the relative impact of each: email 30%, paid search 25%, natural search 25%, and social media 20%.
The Digital Marketing Report Series includes similar metrics on 166 retailers across the four digital marketing channels. It also includes:. Rankings of America’s Best Marketers in E-Commerce.
The 50 Best Retailers in Social Media Marketing. The 50 Best Retailers in Natural Search.
The 50 Best Retailers in Paid Search. The 50 Best Retailers in Email Marketing For details, pricing and more information on the.