Digit-ALL Marketing is Here to Stay

To the victor belong the spoils. Now that the world cup has become a part of the sporting and television history with viewership reaching astronomical figures and ad spends reaching maddening heights. Brands all over the world strutted their stuff with every medium they could get their hands on. Television ads featuring the top football players from all over the globe put their best foot forward trying to beat off the competition. Nike and Adidas headed this race with both the sports brands spending heavily on their promotions. Nike, even though not an official sponsor of the World Cup was the biggest gainer with its mammoth 3minute “Write the Future” ad campaign. A study by Nielsen found that Nike created a significantly bigger “online buzz,” a study based on an analysis of blogs, message boards and social networking websites. And, it was best associated with the World Cup than any other brand. Even though Adidas was “on paper”, the official sponsor, but it came a distant second in the race to get the max out of the ‘once-in-a-four-year’ football extravaganza.

The online buzz generated by the Nike advertisement created a massive stir in the digital world with the ad video generating a gut-busting 19.5 million views on Youtube itself. The company kept a track of every happening in the world cup and came up with innovative messages about players, profiles and football facts on its FaceBook page. This helped Nike engage its fans and visitors alike with unique content posted on its fan-page. The “Write The Future” campaign really proved to be a runaway success for Nike.

Online marketing and promotions continues to reign supreme and is becoming stronger for brands all over the world. The quickest and arguably the cheapest medium to reach out to the world, online media is rapidly bringing about a paradigm shift in the way marketing strategies are being made for almost every brand out there. Unilever was recently in news with its latest declaration on doubling its digital marketing spend over the next year.  This comes in the wake of the announcement by Keith Weed, chief marketing officer, Unilever,  ”I need to be where the consumer is, but actually, more than that, I need to be ahead of the consumer so that we are there when the consumer arrives.” With such thoughts quickly pervading the minds of marketers around the world, it wouldn’t be long when digital media would finally see eye to eye with the conventional media.

Brands need to be everywhere to grasp this huge audience-space and they have the right tools (Facebook, Twitter, LinkedIn, Delicious, Stumbleupon et al’) at their disposal to make this a real possibility. But these tools are not exclusive to a person or a brand and rather are available to everyone in the world in the same manner. More often than not, online marketing provides a great opportunity for brands to build on the success of their conventional programs, expanding their reach to a wider and more diverse audience. What thus matters here is how these digital marketing tools are best put to use by these marketers and how they are creatively blended with the conventional media to come up with revolutionary marketing/promotional campaigns at a rapid rate. The market is replete with examples of brands integrating their online and offline activities for highly conducive marketing campaigns. Take the case of Maruti Automobiles, which along with its offline marketing activities set aside 10% of its marketing budget for Digital marketing last year. Maruti also unveiled its new car Estilo through a much awaited online launch in 2009.

The churn-out of such campaigns has to be fast and with increased momentum every-time, because engaging the viewers for long, in this day and age remains the biggest challenge for any brand.

Another success story comes from the ovens of Domino’s. The Pizza giant recently posted a surge of 29% in pre-tax profits to £17.5 million and all this was owed to the company’s web-based activity through social networking site Facebook, affiliate marketing, super-fans programs and the development of a link up with Foursquare (location-based mobile application).

Companies are fast exploring this phenomenal new way of reaching and engaging its customers. Social networking sites, though will come and go, but a well planned and thought-out digital marketing strategy would truly stand the test of time. A strategy that would strike an even balance between active engagement of the viewers as well as delivering the right message to the right audience in the right manner.

This entry was posted on Tuesday, July 20th, 2010 at 11:03 AM and is filed under Internet Marketing. You can follow any responses to this entry through the RSS 2.0 feed.You can leave a response, or trackback from your own site.

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