Digital marketing came into recognition with the widespread adoption of the Internet in the 1990s. Using websites, apps, mobile devices, social media, and other digital means to promote and sell products and services is called digital marketing. Digital Marketing involves many principles that are the same as those of traditional marketing and is often considered an additional way for companies to approach their customers.
Regardless of whether you are using a B2B or B2C company, digital marketing helps businesses to understand their customers better and provide efficient services. Digital marketing allows you to reach a wider customer base with less effort as the internet reaches to any part of the world despite the location.
Benefits of Digital Marketing
Here are some benefits of digital marketing:
- Reach a Large Demography
- Opportunities to engage with customers at various stages
- Development of brand
- Dynamic content
- Better customer experience
Case Studies
Digital marketing is evolving with time and businesses need to keep themselves updated with the latest trends to reach to their target customers.
Lets take a look at some digital marketing agency or small business case studies, where brands succeeded with the use of digital marketing.
- 6 Months- Breakup- Challenge By OLX
OLX is one of the most popular C-to-C websites in the United States. This campaign urged the people to sell the things that they had not used in the previous 6 months on OLX.
This campaign was based on CRUST’s ( Consumer Research on Used Goods and Selling Trends) data. It is a study that is held annually in order to understand the user behavior and other consumer trends.
This campaign was widely broadcasted on television, radio, internet and social media prompting individuals to sell and discard items they no longer need.
The campaign worked on the principle of persuasion that gets us to commit to do something. No doubt OLX’s marketing campaign did its job by inviting and motivating people to take up the challenge, and follow the campaign of selling accumulated unused clutter.
- SEO Travel UK
This popular UK-based travel company used a very innovative idea of using an infographic ad based on the famous show “Game Of Thrones” during the peak of its popularity.
The company researched the most popular content on Game of Thrones to make sure that the idea was worth the execution. They created an infographic of all the real-life locations where the show was filmed. They then reached out to people who had similar content and if they’d like to feature it in the infographic as an exclusive. Then the content was promoted on Game of Thrones fandom and other sites and forums.
As a result of this marketing idea the company
- I had 11,304 more visits to the site in two weeks after publishing the content.
- 12 days of all-time high traffic to the site.
- A 245% increase in referrals as compared to the previous year.
- Coverage and links in Washington Post, Mashable Business Insider, yahoo, and many well-known publications.
- More than 100 new domains linking to the site.
- Yes Optimist
Scaled a startup from 0 to 100k visitors per month in about one year.
yesOptimist used a content marketing strategy that combined evergreen, social/viral, and link-earning content.
It used public data and visual content to score early wins from high quality domain websites. Created a giant resource with rankings for overlooked colleges. Then they reached out to the said colleges, and asked for a share. Overall this strategy alone brought about 250,000 visitors in just one week. They published around 250+ articles over a few months to achieve explosive growth.
Creation of evergreen content, the social/viral content and link earning content is an effective strategy. Its about creating a strategic mix of content that’s designed to drive the growth of a startup, with each piece serving a purpose.
This marketing strategy resulted in
- Scaled college raptor from 0 to 100K organic sessions per month in about one year.
- Generated more than 1 million visitors to the website.
- Indiegogo Campaign
BionicGym wanted to promote its Indigogo page for an increase in sales and site visits. To do so they set up one campaign per country ads and set the objectives to conversions. They split-tested around 250 ads and used an auto-optimization feature to relocate funding across the different ads, depending on how they performed. They set up retargeting campaigns and split tests for everyone who visited the Indiegogo page and watched the Facebook ad video.
The campaign overall was generating lots of data from Indiegogo, Facebook, Twitter, and so on and it was evident what was leading to an increase in sales and where the time and energy were needed.
Four weeks into the campaign, the company had more than doubled its weekly revenue and had strong ongoing momentum.
Now bionicGym was the most successful Ireland-based crowdfunding campaign ever, securing pre-orders from 76 countries around the world, with over 2,000 backers on Indiegogo and raising around 900 thousand dollars and counting.
- Pixel and Google Tag Manager: Inkbox, Airbnb and Spearmint Love
This case study targets remarketing for three brands namely, Inkbox, Airbnb, and Spearmint Love.
Inkbox is a temporary tattoo company that wanted to lower its CPA and retarget marketing leads on Reddit. For its social marketing retargeting, Reddit Pixel was used that capture a larger audience and track conversions. It helped them to understand Reddit Pixel’s audience, so it was easy for the company to customize messaging and creatives to their targeted audience. This greatly helped return customers to the sales.
As a result, Inkbox achieved 1.5x higher CTRs and lowered CPAs by 86%.
Airbnb is a property rental company that used Google to improve vendor collection, prevent bottlenecks between operations and marketing, avoid unnecessary tagging replication, and minimize snippet size. Airbnb implemented Google Tag Manager and built a data layer.
Google Tag Manager launched new programs, tools, and vendors quickly. It also cut tag deployment to hours which was previously at days.
As a result, Airbnb achieved an 8% increase in website speed, more optimizations, accurate data collection, and a better ROI.
Kid’s clothing and accessories company Spearmint Love used Facebook to retarget moms. It added Facebook Pixel to automate audience targeting, simplify ad creation and targeting, and track ROAs. the company merged Facebook Pixel with its Big Commerce platform, which boosted its business and resulted in more hires from within.
As a result, Spearmint Love achieved a 38x ROAS, with 14.6 of that figure return going towards Facebook.
- The Mom Project- SEO
The Mom Project (TMP) is a recruiter that hires women to companies and land opportunities. The company wanted to decrease its cost per lead in digital marketing.
While The Mom Project had a digital marketing search campaign, it was failing to capture total search demand. The company needed a solution to decrease its costs per lead while better targeting its audience.
It reached out to Single Grain for help. Single Grain revamped The Mom Project’s search copy to target a qualified audience better. They also categorized the job titles into different audience signals, which gave Google a better idea of the target audience.
The digital marketing audience signals created for the strategy were custom segments( keywords related to hiring intent), interests ( audience who could connect to the project based on their interests and demographics), and data ( people who have previously interacted with the project).
As a result, The Mom Project achieved a lower CPA and CPC of 51.3% and 91.2% respectively.
- Programmatic Ads: Hestan Culinary
Hestan Culinary is a brand backed by Michelin-star chefs, as it sells high-quality pots, pans, and other cookware. After seeing a drop in sales they needed effective digital marketing for revenue growth and improving their ROAS.
Hestan Culinary sells chef-grade cookware. While this is great for professionals, it doesn’t quite target casual cooking enthusiasts or those trying to cook for the first time, as beginners. Hestan Culinary’s products come with a longer buyer’s digital marketing journey, which posed a problem when they started seeing sales drop.
To recover from that the brand needed to increase sales while improving its ROAS. for that, it took the help of programmatic ads with a full-funnel digital marketing approach. It also used Stackadapt to reach the targeted audience using different tactics to nurture them down the sales funnel.
Through programmatic advertising StackAdapt strategy, implemented catalog and native feed units for a stronger-performing ad campaign. By targeting a qualified audience, the brand’s ROAS improved along with conversions.
After the first month of the campaign, Hestan achieved a 218% increase in conversions and ROAS went from 1.91 to 9.20 and also it achieved more revenue.
- Gump’s Case Study
Gump’s San Francisco is a specialty goods store that sells various home decor goods and jewelry items. They entered into digital marketing to surpass their sales record from the previous year.
They used cross-selling and digital marketing to retain existing customers while utilizing Google Search and Shopping to attract new customers. They paid for ads across various channels while expanding their Google Search and Shopping Strategy. To ensure the reach to a targeted audience Gump’s product listings for the home decor category were optimized.
As a result, Gump’s surpassed their 2021 sales goals. Their year-over-year sales are increasing by 92%, solely attributed to marketing. This led to an overall hike of 79% in revenue. They achieved an over 40% increase in web traffic. By optimizing Gump’s product listing for home decor categories, their ROAS improved by 104% nearly double the amount spent.
- Burger King
Burger King is a legendary brand when it comes to establishing their digital footprints in the space of digital marketing. Their digital campaign in the US made a pure genius marketing strategy.
The constant competition between Burger King and McDonald’s often caused a ripple in the waters of digital marketing space. Burger King is one of the brands that likes to test new technologies to create new marketing experiences that its customers least expect it to. This digital campaign stressed on featuring the catchphrase of Google’s voice tools, “ OK Google, what is the Whopper Burger?”. And as a result, any home device that is nearer and able to hear the prompt would enable itself and read up the famous burger by Burger King.
As a result of this campaign, The Whopper became a great success and the new customers interacted with the brand.
- Coca-cola
The happiness machine was a killer interactive campaign that saw Coca-Cola win over audiences in several countries. In 2009 they set up vending machines in selected places such as college campuses, bus stops, etc. however, these machines were not ordinary. People had to interact with them to get their drink or even win special prizes.
In Singapore, students had to hug the vending machine to get their prize or drink. Koreans danced for the same, whereas on the other hand, Swedish students were seen singing Christmas Carols.
It was silly yet effective. All the participants were recorded, and videos were uploaded from all over the world on platforms such as Facebook, Twitter, and YouTube. Millions of likes hit the videos and the videos went viral. Coca-Cola was the talk of the town.
It was a masterstroke from the company that caught global attention.
Conclusion
With the growing technology and growth in trends of digital marketing services in australia, even the biggest and the most popular countries need to include digital marketing in their marketing campaigns. That’s why they hire digital marketers.
While all these case studies are different they have one thing in common that is, usage of digital marketing when facing challenges and increased impressions and revenue while improving ROAS.
Digital marketing plays a crucial role in building the reputation of any brand or firm. While the ever-evolving changes might be challenging to keep up with, the demand for creativity remains the same.
Merging the latest technologies and services, with businesses helps entrepreneurs in expanding their business to the next level.
FAQs
1. What are the skills required in digital marketing?
Data analysis, content creation, SEO, SEM, Social media skills, design skills, and communication are some major skills required.
2. What is SEO?
SEO stands for Search Engine Optimization
3. What is ROAS?
ROAS stands for Return on ad spend. It is an important key performance indicator in online marketing.
