User:Saad Mansuri/sandbox

=  Digital Marketing  =

Introduction
Digital marketing is One the many ways to promote one's Specific company .With the help of internet.This method of promotion have been adapted as soon as internet exploded through out the globe.Now a days 8 out of 10 companies and organisations use Digital marketing on their will.There are Whole group of people dedicated for this, it is an occupation by itself. Digital marketing takes lots of thinking and dedication. it takes a smart person to determine the pros and cons of this field.

Approach
As compared to offline advertisment like T.V Ads, Magazines,Posters,Pamphlets,etc, Digital marketing have an immense Approach towards public.As per the online survey, it has been proved that internet is way more Informative and a a good platform for such activities.An organisation or company can use various techniques like online banners, Mobile application Ads,Pop up Ads, Ad video on Videos supporting sites like Youtube,Dailymotion,Vimeoand many other.

Companies
Here are some of the compaines that use Digital marketiing on daily basis in order to promote their company.

Zappos
Zappos, a leader in shoe e-commerce, sets the gold standard for online customer care. In fact, their CEO, Tony Hsieh, wrote the book on it. So it’s no shock that they have a stellar digital strategy.

Not only does Zappos provide a 365-day money back guarantee, but they also have free shipping both ways, should consumers decide to return or exchange products purchased on the site.

As a result, Zappos doesn’t have to work hard to market its online presence – its policies are so appealing to consumers that shoppers are eager to sing the company’s praises to one another in a completely organic (and viral) fashion.

American Express (AMEX)
Plenty of companies talk a big game about “the communities” they’re creating online and the inherent value of the “online conversation.” However, very few actually create any community of value.

Far from being all talk and no game, American Express puts its money where its mouth is by leveraging the value provided by industry experts on its Open Forumwebsite.

Open Forum is a collaborative website, on which American Express invites guest authors from a variety of sectors to share their business knowledge and wisdom. The result is a content-rich mega-site that’s popular with the search engines – all created without American Express needing to shell out cash to content contributors.

Dollar Shave Club
Shaving is the epitome of a boring routine, right? If you answered “of course” then you obviously haven’t seen Dollar Shave Club’s now legendary launch video “Our Blades Are F***ing Great”, which threw the notion of this being a drab, button-up industry out the window.

Today this company has over 3 million subscribers, boasts $200 million in sales within five years, and has snagged almost 7% of the U.S. shaving market. Their promotional video has been viewed over 25 million times, and the company was acquired for $1 billion by Unilever.

During their hyper growth, Dollar Shave Club continued to share cheeky content such as “Is It Bad to Pluck Nose Hairs with My Fingers?” and “Do I Really Need to Wash My Hands After I Pee?” These guys know how to grab the attention of their target audience!

The Wirecutter
Affiliate marketing can be a bit sleazy, but it can generate big results when done properly and genuinely. The Wirecutter has set the standard by labeling itself a simple “list of the best gadgets — like cameras and TVs — for people who don’t want to take a lot of time figuring out what to get.” The site was generating $150 million in e-commerce transactions per year before being acquired by the New York Times for $30 million.

They write reviews for products they love, embed a link to a retail site so you can easily buy it, and take a cut of each sale. Their reviews take anywhere from 20 to 200 hours to complete by experts and other interested parties, which make site visitors trust what they have to say.

Slack
Slack is a collaboration tool that allows teams to communicate more efficiently and share files, all on one easy platform. They’ve had a pretty spectacular rise, from 15,000 users at launch in 2014 to 2 million active daily users today. Rather than launch any big marketing campaign, Slack’s success was built on epic customer relations.

Their “secret sauce” is delivering a high-quality customer experience. The company responds to (not just receives) 8,000 help desk tickets and up to 10,000 Tweets each month, and their Twitter feed contains a “Slack Wall of Love” on which you can find the latest Tweets and re-Tweets from people who love this messaging tool.

JetBlue
One of the biggest mistakes we see companies making when it comes to online marketing strategies is the tendency to post self-promotional material only. And really, nobody wants to follow a company that can’t stop talking about itself long enough to post something of real value!

JetBlue, the popular discount airline, is one company that gets it. Instead of using Twitter just to post fare discounts and special offers, the company uses its handle to provide fast and easy customer service. In fact, the effect is so profound that nearly all the messages in the company’s feed include @ replies, which is highly unusual in the world of social media marketing for businesses.

Yelp
It may seem obvious now, but the idea of combining social networking and online reviews was a “Eureka!” moment for Yelp founders back in 2004.

It wasn’t that review sites were unheard of at the time, but this company approached it a little differently with the social angle. Today, Yelp has 170 million unique monthly visitors and 148 million cumulative reviews.

The social element cashed in on the social proof component that made The Wirecutter and other similar brands a success years later. Reviewers are real people, with real names and photos, and are encouraged to develop a reputation and a following. Users can even review the reviews of other reviewers!

Mastercard
Mastercard is the king of ‘priceless surprises’. The financial services giant has a knack for creating engaging experiences that excite and retain their customers. This example is from 2016, but it’s so iconic that we had to include it here.

As a major sponsor of the MLB (Major League Baseball), the company wanted to execute their priceless strategy and take advantage of the Chicago Cubs making the World Series for the first time in 71 years. Why? So they could be a part of history if the Cubs won — which they did. For the first time since 1908, the Cubs were World Series champions (2016).

Mastercard’s main objectives of implementing the campaign were to (1) connect with suffering Cubs fans and (2) insert themselves into the World Series conversation.

They went out looking for the perfect way to implement their campaign and came across a great piece of content: a player on a rival team had accused Cubs fans of lacking passion for their team. This was a perfect sound bite to build an entire campaign on, so Mastercard ran with it, titling their campaign the ‘Sound of Priceless.’

Uniqlo
Uniqlo is an innovative Japanese apparel company that urges the world to dress casually, but the company wanted to help customers see Uniqlo as more than just a fashion brand. They wanted to build on Uniqlo President and CEO Tadashi Yanai’s statement that “We [Uniqlo] are not a fashion company. We are a technology company.”

The best way to do this? An effective digital marketing campaign.

Uniqlo created a global image campaign and activated it in 100 physical locations as well as online. The campaign used fast-moving images on billboards containing unique product codes that could only be captured by taking a photo of the display. Shoppers were then asked to upload the five-digit code to the campaign website to redeem a sample from the HEATTECH clothing line.

Once on the site, viewers were directed through a series of informational screens that described in detail the technology behind Uniqlo products before displaying a winning page. Participants were encouraged to share their photos on social media to get their friends to join the campaign.

The results were terrific. Online videos were viewed 1.3 million times and over 25,000 people signed up to receive the UNIQLO newsletters. In total, the campaign reached over four million people, resulting in 35,000 new customers.

Domino’s
Domino’s has been widely regarded for its marketing brilliance ever since their 2009-2010 turnaround. And recently they’ve been showing no signs of slowing down.

Their recent “Domino’s Anyware” has earned them headline after headline in major publications like Forbes, Wired, and Cnet. And publications like Fast Company are going as far as saying that Domino’s now looks more like a tech company than just a pizza chain.

The goal of the campaign is to make their pizza as easy to order as possible from any of your favorite tech hardware.