Digital marketing is an arena that’s both very exciting and a bit scary, and for the same reason: it’s still pretty new. Sure, we’ve had the internet for decades now, but its penetration is still advancing. Thanks to tablets and smartphones, you don’t need an expensive computer anymore in order to access the web. The majority of Americans now have some sort of internet access, and companies are still trying to figure out the best way to reach these online potential customers.
Since this arena is still evolving, the best way to conduct digital marketing hasn’t been decided. But there are already plenty of businesses and brands that are making the most of this setting, and using digital marketing to effectively advance their business goals.
As you try to determine your own place in this ever-changing situation, take your cues from the following three brands. They really seem to understand what effective digital marketing is all about.
Oreo
Do Oreos really need to be marketed that much anymore? I mean, if you haven’t heard of Oreos by this point, I feel a little bad for you, and everyone knows how delicious they are. But I digress…
Oreo has taken a strong approach to social media, trying to stand out with vibrant imagery and bold campaigns. Nowhere is this more apparent than on Instagram. If you take a look at the company’s account, you see a nice mix of striking, colorful images, fun videos and plenty of shots of the actual cookies themselves. Oreo isn’t just selling you on their yummy cookies; they’re trying to sell a fun point of view. A different way of looking at the world. Just consider their Instagram description: “See the world through our OREO Wonderfilled lens.” That may not tell you much about the cookies themselves, but it sure is memorable.
Old Spice
Look, I’ll be honest with you: I don’t know what the heck Old Spice is doing half the time. A lot of their ads don’t make any sense, such as the infamous “I’m on a horse” ad from years ago. Perhaps the company is trying to prove the old maxim that “no publicity is bad publicity,” I’m not sure. Regardless, they definitely have some memorable ad campaigns.
And to get the most out of their ad campaigns, Old Spice makes sure to upload all of their commercials to YouTube. And beyond that, they’ve also placed some lengthy “Nature Adventure” videos on their account that span multiple hours (seriously, I skimmed through them; they’re legit). Two of those videos are six hours long – who in the world is going to watch them? Well, as of this moment, around 3,000 have watched each of them. So apparently someone will.
I can’t speak to the effectiveness of six-hour videos, but Old Spice is certainly making a name for itself. And even if you never watch one of their six-hour videos, I can guarantee you won’t forget about them.
HBO
I’m envious of HBO for many reasons. For starters, they produce incredible television shows – they air two of television’s best comedies (“Silicon Valley,” “Veep”) and the internet’s most popular show (“Game of Thrones”), and that’s just on Sundays! But they also seem to really understand how to build anticipation for their shows; did you see the first True Detective season 2 trailer? Just wow.
They showed off this skill in the build up to Season 4 of “Game of Thrones” via Tumblr. They used the popular image site to post 30-days-worth of iconic images from “Thrones,” highlighting dramatic and memorable deaths from the show. Not only was it unique and effective, it also won a Shorty Award for excellence in Tumblr marketing.
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