How do big brands produce big results on the digital marketing stage? Let’s find out…
When it comes to your digital marketing strategy, can you just do it like Nike, or think different like Apple?
It will take time for your business to nail, for sure. That’s why we’ve picked six of the very best examples to help inspire you. But firstly, what do we mean by your strategy?
Your digital marketing strategy involves the steps your business takes in order to achieve certain goals, using different marketing channels whether it’s through social media, website adverts, or email marketing. The channel you choose, the angle you take, and the type of content you produce are all part of your digital marketing strategy.
Below, we’ll tell you why these six brands are the best, and we’ll explain how your business can emulate their strategies in order to grow your business into the next big thing.
UGC (user generated content)
Founded in 2000, ASOS has since become one of the trendiest names in online retail, shifting over 300,000 dresses and 85,000 men’s shirts every week, to 18.4 million active customers from around the world.
How has this British brand become such a pioneer for online fashion? It comes down to its digital marketing strategy – compared to its competitors, ASOS is cut from a different cloth when it comes to attracting visitors, sales, and brand awareness.
ASOS has been so successful because it knows its audience: millennials. And ASOS knows that 90.4% of millennials use social media, and that the average person spends over two hours per day browsing social channels.
One of the brand’s best social media campaigns involved UGC (user generated content). ASOS asked its Instagram followers to share their favourite ASOS outfits online with the hashtag ‘#AsSeenOnMe’, with the opportunity of being featured on the ASOS social media channels in return.
ASOS created an interactive campaign which created a huge brand buzz
This strategy ticked all the boxes – there are currently 1.84 million posts with the #AsSeenOnMe hashtag – showing that small businesses should think about using UGC. Encouraging your audience to share content not only fosters brand engagement, but also results in free advertising – two of the biggest reasons why the #AsSeenOnMe campaign got such positive results.
There’s no chill when it comes to Netflix’s marketing strategy – this brand is always on the ball when it comes to the latest shows, trends, and memes. Netflix, with its ever growing audience of 140 million worldwide subscribers, is the leader of customer retention.
How does Netflix keep customers interested? It gets personal.
Personalisation marketing is an effective way of cutting through the noise. A 2019 study by Instapage found that personalised emails deliver six times higher transaction rates than generic messages. Not only does Netflix personalise to perfection, it doesn’t pressure its customers too much, either.
By this, we mean Netflix doesn’t bombard subscribers with suggestions. It knows that online consumers are more likely to respond to one, relatable email rather than a bucket-load of non-specific content. As a digital marketer, you should always stagger your emails to get staggering results.
Netflix sends highly personalised emails and push notifications that are easy to read, with a clear CTA (call to action) button – which usually just says ‘Play’. For example, as a Netflix customer, you’ll receive an email that recommends a film based on your previous choices, while addressing you by your first name.
Just remember, personalisation is key when it comes to successfully communicating and connecting with your customers.
Netflix sends simple, but personalised, push notifications to get the best results
Do the sportswear giants just do it when it comes to marketing? Definitely not – Nike takes great care and thought over its digital campaigns. It’s produced some brilliant adverts over the years, but one of our recent favourites involved an AI (artificial intelligence) bot.
In 2018, Nike partnered with Facebook Messenger’s chatbot platform, Snaps, in order to promote its Jordan brand. The bot’s purpose was to deliver content from the latest Jordan blog, newsletter, and website, to Nike’s Facebook followers via Messenger.
Users could interact with the Jordan bot about the latest releases, and they could even customise the times they received notifications. This strategy was a huge success, with the brand claiming it saw open rates of 87%, which is enormous compared to the usual measly 17% open rate for emails for all industries.
Why are chatbots effective? It turns out that consumers just love them. A recent study by Convince and Convert found that ‘24-hour service’ is the number one benefit of chatbots. This means consumers want instant responses, which is something chatbots can deliver. Perhaps it’s time your business had a chat with an AI developer, too?
Nike Jordan teamed up with Facebook Messenger's chatbot to give users a unique shopping experience
Social influencer marketing
Having built a huge community of renters and hosters – approximately 150 million active users – Airbnb is now one of the highest flying names in the travel industry. The key to Airbnb’s success has been through building trust, which has primarily be achieved through social influencer marketing.
With 700 million active monthly users on Instagram, this social media platform is ideal for influencer marketing given the amount of celebrities that use the platform themselves.
Airbnb has partnered with many famous names in order to generate a buzz and brand awareness. In 2015, Mariah Carey shared an Instagram post of herself in an Airbnb property which gained over 45,000 likes, which was the travel brand’s first of many influencer posts.
More recently, Airbnb announced 600,000 new dog-friendly properties in celebration of national dog week in the US. To announce this, Airbnb partnered with Marnie the Dog – a four-legged Instagram celebrity with over 1.3 million followers – and posted a video of her staying in a luxurious mansion.
By aligning itself with famous celebrities, Airbnb will always been associated with the luxurious lifestyle, and therefore with high quality. When it comes to brand success – or indeed failure – celebrity association can be a real driver.
Airbnb used an ‘Instagram famous' dog to create awareness for its new dog-friendly properties
Does your brand need more success online? You should consider starting, or revamping your current digital marketing strategy – that’s where a digital marketing agency help. We can match your business with some of the smartest digital marketing brains in the country to suit your unique needs. Keen to get involved? Simply tell us a little bit about your business, it only takes a minute.
For this supermarket giant, every little bit of customer data helps with its digital marketing strategy. In 1994, Tesco introduced the Clubcard, which revolutionised the loyalty programme industry. There are now 16 million active Clubcard members, and Tesco uses the data collected by these loyalty cards to send segmented, or ‘targetted’, emails.
Segmentation in marketing involves separating your audience into different groups, based on things like demographics, buying behaviour, and geographic location, allowing you to send personalised content to that specific group.
Recently, Tesco has been using Clubcard purchasing history information to identify families, in order to send healthier recipe suggestions – based on what the family has bought previously – and other targeted content like deals and discounts.
Why should your business bother with this? Like many successful brands, Tesco knows that 77% of email marketing ROI (return on investment) comes from segmented emails. Email marketing software company Mailchimp also found that segmented emails saw 65% higher click rates than non-segmented emails.
Tesco sends targeted emails to ensure its customers receive personalised information
In order to build a brilliant email campaign, it’s vital that you make the most of your customer data. You can segment your audience in many ways: you could send tailored content to customers with different interests, locations, or recent activity.
Digital content marketing
Digital content marketing isn’t always smooth sailing, but Innocent has seen some fruitful results from its clever digital marketing strategies. Acquired by Coca Cola in 2013, the smoothie brand has become well known for its highly interactive, quirky, and current content.
Innocent uses interactive media including quizzes, questions and competitions to build awareness and foster customer engagement. One of our favourite examples is this ‘blue-o-meter’ from 2019 – it cleverly turned January’s Blue Monday phenomenon into a funny, shareable piece of content. Check it out below.
Innocent consistently creates clever content on social media
Using a human voice – that is, a non-corporate tone – Innocent has been able to consistently create relatable and relevant content across social media. It’s always on the ball with seasonal events and current affairs, which gives the impression that the brand is contemporary, fresh, and up to date – everything you’d want from a smoothie!
When developing a digital marketing strategy, it’s important that your business stays ahead of the latest trends, which should mean that you’ll stay ahead of your competitors.
We’re not saying you’ll definitely be the next Nike or Netflix if you follow these tips, but your business can easily jump to the next level with an effective, well-planned digital marketing strategy.
However, if you spend some time thinking about what your audience would like to see, which channels will help you cut through the noise, and what message you’d like to put across, then maybe your business will make it on this list in a few years’ time.
Don’t have the time or energy to do all that yourself? That’s understandable. A professional digital marketing agency can do all the legwork for you, while delivering high quality marketing results. To get onboard, all you have to do is tell us about your business requirements, wants, and needs, and you’ll receive tailored quotes from top agencies. And it’s free!