There is no denying: Digital Marketing is a must-have strategy for a business to be successful today. We are sure you know that. But it is also a really broad concept, with a lot of different tools and approaches to turn theory into actions.
How can you use it in a way that amazes your audience and makes sense to your brand — all of that while fitting into your budget?
The best way to find that answer is to look at the cases that worked and understanding why they did.
To help you with that part, we listed 6 great Digital Marketing examples to inspire and learn.
Let’s take a look!
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1. American Express and the building of authority
Creating great content aimed at a specific target (your buyer persona) is the best strategy when you want to build authority. But what does that word really mean in a Digital Marketing context?
When a brand is recognized as an authority, it means a good amount of people go after it for reliable and trustworthy information on a determined topic.
That was the image AMEX wanted to build when they kickstarted a big Content Marketing campaign with a site called Open Forum — now Trends and Insights.
The idea was to give relevant information and help the public with all matters related to their corporate solutions: financial news, trends for businesses, tips for marketing, sales, productivity, and cash flow.
The results were as successful as they planned. With the constant flow of articles and posts, the website became a reference for entrepreneurs starting their businesses and growing bigger.
But the real secret behind AMEX’s case is in borrowing the authority from those who already have it.
A Content Marketing strategy can be done solely in-house, but the company chose to go after industry leaders and well-known names to contribute with their insights and lessons.
So why not do it too? Inviting professionals with a name in your area is a great idea to attract more leads and stick with them as a brand with authority — thus creating an important relationship with influencers.
2. Airbnb and the focus on user content
Specialized articles are great for creating authority, but there’s another strategy that is perfect for brand awareness, engagement with the public and generating leads organically. We are talking, of course, about user-made content.
Airbnb is a company that fully embraced this Digital Marketing channel by allowing all users to share their travel experiences on all platforms and social media.
But they went even further. What is the perfect content for a hotel business? Tourism, obviously. So Airbnb started to promote and encourage videos, photos and travel guides created by owners and clients.
The visual part of it is really important. Instagram is an important channel for the company because it resonates with what their audience wants.
And nothing stops you from doing the same. Give incentives and promote the content your leads and clients are creating that makes sense to your business. Let them be part of your brand image.
3. Lyft and the need for creating promoters
A great accomplishment in Digital Marketing is turning clients into promoters. It’s making your user base find more leads for you.
This is usually achievable by creating loyalty programs or giving special conditions in exchange. It is a way to encourage and spread word-of-mouth advertising.
It is exactly what Lyft did and it worked. Even competing with a greater player on the market, the rideshare app found its space offerings incentives like free rides for the users who were referring the service to their friends and family.
When this strategy is tied to a brand focused on delivering excellence, it becomes a lead generation powerhouse.
There’s nothing more convincing to us than being recommended service by someone we trust and then having our expectations met. How about trying that too?
4. Domino’s and the embrace of new technologies
Among these Digital Marketing examples, Domino’s is a good case to understand how knowing new technologies and acting fast can pay out.
Domino’s Anyware is a tool focused not on the product itself, but how you order it. The software (available on multiple platforms) is voice-activated, tied with an AI capable of interpreting and understanding what you want.
It improved sales, for sure, but the biggest return from this strategy is in brand image.
Being known as a company that embraces and pushes technology is a big advantage especially among younger crowds.
5. Sephora and the omnichannel path
Sephora is seen in the market today as one of the big players in the Digital Marketing field. That’s not because of any specific strategy, but how they managed to have a huge online presence overall.
The company’s focus is on being wherever its audience is. Social media, of course, has a big role, as the products have a great visual appeal.
The result is what is called shoppable experiences — rich content like a tutorial in a video that ties valuable information to direct advertising or an interactive quiz that shows the best product for you.
And there’s more. Sephora goes all-in on omnichannel. They sell on Instagram, they have a great user experience on their website and they even explore geolocated ads for their shops. It is a great example of knowing your persona, being available and creating customer loyalty.
6. Slack and the focus on solutions
Slack is our last case and one which shows that Digital Marketing efforts don’t end when the lead is converted.
Slack is a team collaboration tool for enterprises, no matter their size or configuration. It is a complete and flexible platform focused on productivity and decision making.
If your business delivers a service as they do, you need to understand that you are not selling a product, but a solution.
This is the insight that built Slack’s support around user experience. They have a specialized team that responds to thousands of tickets every day, helping their base not only to use the technology but to do more with it.
The proximity with active clients results in loyalty. And loyalty is key to the market’s future.
7. Redbull and Understanding the Impact of Viral Content
It takes genius content strategy and luck to go viral, and this is one of those digital marketing examples we simply had to share. However, Red Bull has managed to consistently capture viral moments and turn them into content, relying on users’ hunger for the thrill.
Satisfying this thrill is critical to how widespread a piece of content can be. This is where Red Bull excels — understanding that satisfying humans’ curiosity can be piqued with standout content.
You can see this in full display with the Red Bull Stratos video, where Felix Baumgartner was broadcast live, jumping from the edge of space.
This video depicted Red Bull’s slogan, “Red Bull gives you wings,” without outrightly selling throughout the video. It became an instant success with over 6.8 million views on the energy drink’s official YouTube channel.
Sometimes people are tired of being sold to; they just want a story interesting enough to share with their loved ones. So why not tell your story differently?
8. Volkswagen and Stirring Nostalgia
Volkswagen’s The Last Mile campaign was a farewell to the Beetle lineup, reinstating the shift to electric automobiles.
The entire video is centered around nostalgia. A boy grows up falling in love with his father’s Beetle and shares key milestones in his life with the iconic vehicle.
As the story continues, you can hear a children’s choir rendition of The Beatles’ classic tune “Let It Be.” The ad establishes an emotional connection with the audience and shows the diehard fans of the Beetle that it is just as painful to discontinue the vehicle lineup.
Don’t be afraid of changing. Utilize nostalgia to keep the old fans interested in where you are going with your new audience.
9. Apple and Customer Engagement
Aside from mastering the art of selling status and luxury to its users, Apple has taken customer engagement to a new level with organic social media campaigns like “Shot on iPhone.”
The campaign was intended to show off the clarity of the iPhone 6’s camera. Seventy-five iPhone users submitted a total of 77 images.
The result of the campaign was revolutionary and is the perfect digital marketing example that shows how customer participation can be leveraged for marketing purposes.
Engaging with users and valuing their participation stimulates brand loyalty and can make your brand a talking point in gatherings of enthusiasts and critics alike.
10. L’Oréal and Adopting Augmented Reality (AR)
The thought of trying out multiple wears at the clothing store to find your perfect fit can be discouraging. Trying out cosmetics is a bit more delicate, especially when boasting a makeup lineup as extensive as L’Oréal’s.
Makeup lovers care more about the final look wearing makeup gives them. Using the Makeup Genius app and Magic Mirrors, L’Oréal users can now try out and compare hundreds of looks within seconds using their phones.
This shortens the time it takes to satisfy a customer and make sales.
Pushing the boundaries of innovation with your brand allows you to reach the point where only you can provide the value needed to make your customers happy.
11. Protein Works and Decentralizing Sales
Accepting that not everyone will know about your product regardless of how much you invest in ads is one of the first steps to crushing your sales goals.
Through its affiliate marketing program, Protein Works is reaching new audiences and making more sales. They bank on the trust prospects have in their affiliate marketers to generate the required buzz and traffic for their products.
Affiliate marketers are rewarded every time a sale is made using their coupon codes or referral links. The company opens its program to influencers and non-influencers because the degree of trust is not based on popularity alone.
Operate a more decentralized lead and sales channel. Interpersonal interactions are essential to establishing trust and creating a more lasting connection with your brand.
12. GoPro and Allowing Their Users To Tell the Story
Inspiring emotion in prospects in a way that they choose to become users of your products is one marketing strategy we all can learn from GoPro.
GoPro encourages users to share videos from their adventures and journeys. They are uploaded on the brand’s official YouTube channel. User-generated content shows other users and non-users that they don’t have to be professionals to produce stunning-looking visuals.
Because of this simple act of letting users tell their stories, YouTube is the brand’s social media with the most traffic.
Showcase everyday stories because the majority of your users are ordinary people. This will create more of a personal connection with your brand.
13. Jetblue and Delivering Impeccable Customer Service
Focusing on customers’ needs as you grow can be challenging. Twitter is often utilized as a promotional space for brands’ services, and JetBlue found a way to incorporate customer service into it.
Only a few social media can be used to cater to the needs and complaints of your followers, especially when it is a large community. And JetBlue strikes a balance between promoting its products and services and attending to users.
Good customer service can never go out of style. As more companies make their complaints and self-service channels less human, you should find a way to make users welcome by taking a contrary approach.
14. Uniqlo and Curating Hybrid Shopping Experiences
Ever asked yourself what you want your brand to be recognized for? You do not have to align with the traditional industry for the products you sell; the experience you drive determines the industry you represent.
Japanese clothing brand Uniqlo has always seen itself as a technology and not a fashion brand. Uniqlo launched the world’s first fast-moving image campaign. Taking a photo of the billboard delivers a unique promo code with which users can purchase products on their website.
Thinking outside your industry by implementing non-traditional ad campaigns exposes you to a larger audience that will remain loyal to your brand after the initial fascination phase.
15. Dollar Shave Club (DSC) and Focusing on the Essentials
We all can agree that the type of product you sell influences your ad. Yeah, that’s why you sometimes find commercials for shaving sticks and blades boring.
DSC changed all that with its launch video. They made fun of the soaring market prices of newer shaving technologies by making funny references to what users need and what they don’t.
The result? They amassed a loyal fanbase that appreciated them selling cheaper than the competition and for their fun content.
Study your buyer persona and understand their possible reactions to your campaigns. We hope you enjoyed these crazy-good digital marketing examples — let them be your inspiration! How would your formal audience react to your informal video marketing attempt? Don’t know? Here’s your cue to explore.
In the cases we’ve presented, you saw strategies to attract, build a brand image, turn clients into promoters, and improve retention.
The bottom line then is clear: embracing the internet with great ideas and great content can help your visibility in multiple ways. We hope that these Digital Marketing examples can inspire you from now on.
Are you still trying to understand the power of Digital Marketing? Then check our content with the importance of this strategy for business!