Digital marketing is an increasingly important part of a company’s marketing strategy. Many companies have looked to take advantage of the growth in digital advertising, especially as technological advances have resulted in considerable attrition of the customer base of traditional marketing agencies. This article highlights some of the companies at the forefront of the digital marketing world.
It’s not surprising that Zappos has a successful digital marketing presence given the fact that they set the gold standard for online customer care with free shipping and a 365-day money-back guarantee. Zappos invests heavily in online marketing and social media, focusing heavily on what the customer wants and needs. According to digital spark marketing, “when Zappos uses an example of their customer service, it… posts it to Facebook, tweets it on Twitter, and pins it on Pinterest. It clearly goes to where all its customers like to hang out. Cross-promotion is more valuable as the world becomes more digitally focused. Each network provides an opportunity to reach its audience in a new channel. Integrating their strategy on each is crucial to increasing visibility and promoting the brand.”
Slack, a platform that allows teams to communicate efficiently and share files is very focused on the customer experience. According to convince and convert, the company responds to 8,000 help desk tickets and 10,000 tweets a month. They also include tips on their Twitter feed for users. As their tagline says, they’re “on a mission to make your working life simpler, more pleasant, and more productive.” Make it all about solving your customer’s pain points.
Porsche cars have been in the hearts of car lovers for generations, and their mobile strategy was genius. According to convince and convert, the company created six Facebook Canvas ads, a new ad unit optimized for mobile, that acted as an immersive deep-dive into the specifics of six different models of the 911 when it was released. The strategy was an immediate hit, totaling 15MM impressions and 2MM video views. The company was also a finalist in the 2017 Shorty Awards.
Airbnb’s digital marketing strategy is focused on getting both travelers and hosts to the site. Their digital marketing strategy relies primarily on user-generated images and videos on Facebook, Instagram, and Twitter, how-to videos and posts geared towards owners, and popular city guides. Their Instagram campaign has humor and images of different travel locations around the world, making the page a travel forum as well as a service. The company also collaborated with Google and invested in Google search ads to make their offers more visually attractive.
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