Digital marketing – Definition Explained

If you Google this question to learn and understand what Digital marketing means, approximately 2,96,00,00,000 results, in around 0.54 seconds, fight with each other to deliver the best result to you. Moreover, your quest to learn what digital marketing is could have some economic, financial, knowledge-oriented, and social intent. But ‘intent’ to deliver best web results (SERP – Search Engine Result Page) was never this good.

For most of the people, born after 1995, Google means the internet.

You might be hearing people, in your network, or family probably saying “I Googled this. “Which is the best book on digital marketing? Google it!”

Table Of Contents

In fact, Ellen DeGeneres mentioned how an HR would have reached if you were to ‘Google’ someone (assuming you were a working professional).

On a lighter note! as she mentions Yahoo (on 0:51 ), Bing must be having a sigh of relief 

And this was in 2012, mind you!

This was early 2000s when dot com bubble had already paved its way to transform how we ‘seek’ information.

In 2020, to quench the thirst of understanding digital marketing, this article’s intention is to present the contextual relevance of digital marketing for both business as well as learning goals.

So, the article has been divided into 2 sections.

  1. The 1st section talks about the early days of internet, which laid grounds for digital marketing.
  2. The 2nd section covers what digital marketing is and how it fits into our daily life.

Or in case you want to take a historical ride, please be with me.

Evolution of Internet Web Era

The year was 1990.

Much before the database of 2,96,00,00,000 results, digital was still not mainstream and marketing was still revolving around TV, Radio and Press.

The web had yet to see a ‘digital’ office, magazine, dentist, shop, movies, or marketing and the quest to understand and learn more about how digital marketing saw its humble beginning in the early 90s.

There was nothing ‘digital’ about marketing and the world wide web (notice, I did not use the word ‘Internet’ here) was unseen.

The year was enjoying its fair share of pioneering moments of culture, commerce, and technology.

  • The Simpsons came on air on Fox
  • The great Berlin Wall saw its demise
  • Morvan and Rob Pilatus of the famous duo Milli Vanilli ended up returning their Grammy Award (syncing lips was yet to be mainstream)
  • John Major took over from Margaret Thatcher and becomes the next PM in the UK.
  • Nelson Mandela comes out of Jail
  • The 62nd Academy Awards was all about Driving Miss Daisy as the Best Picture.
  • Boris Yeltsin became the 1st president in the Russian Soviet Federation Socialist Republic.
  • The train journey from Manchester to London Euston railway station made a young J.K. Rowling thought to write on ‘Harry Potter’.
  • The 1990 FIFA world cup, in Italy, for the first time broadcasted in HD
  • East and West Germany combined their currencies.
  • The Gulf war started
  • Pizza Hut opened its first store in China

By this, the march of 1990 had reached October.

The very month when the world welcomes the first ever website; live at CERN.

The out of ‘frustration’ Birth of the World Wide Web (www)

…by Tim Berners-Lee.

It was the Tim Berners-Lee, a British computer scientist working at CERN – with over 11,000 employees, the European Organization for Nuclear Research, near Geneva, Switzerland, whose brainchild in the form of the World Wide Web came to life.

Tim was working at CERN at a contractor since 1980. His job roles would revolve around working in tandem with different researchers, sitting on different locations. With all this, he also was supposed to work lots of information.

So, he would go and switch to different computers and login to get the information he would need. Imagine the frustration, not on his own computer at work.

“In those days, there was different information on different computers, but you had to log on to different computers to get at it. Also, sometimes you had to learn a different program on each computer. Often it was just easier to go and ask people when they were having coffee…”,

Tim says.

This was the sapling.

He wanted to solve this problem of access of information and do away with the frustration of logging onto to different workstation.

To fix this the problem of straitjacket of hierarchical documentation systems, he thought of a database of information (keep these 3 words – database, of and information in mind – will help ahead) so that information could send data and communicate over a network, without the fuss of emailing (Abhay Bhushan at MIT had already built File Transfer Protocol and E-mail protocols for the ARPANet).

Bingo!

This was 1989.

12 March 1989 and he went to his Boss Mr. Mike Sendall, and in a typical style, he noted “Vague, but interesting” on the proposal cover.

The ‘Web’ document was not an official CERN project.

Despite of this fact, Mr. Sendall asked Tim to develop and shape this idea of distributed and automated information-sharing system for scientists in universities and institutes around the world.

Now, this idea of having a connected ‘hyperlinked’ database has a small background.

By 1980s, Tim had already built a software program, written in Pascal programming language, called ENQUIRE (abbreviation of “Enquire-Within-Upon-Everything”).

Although the program never saw light but its laid ground in storage information in the form of connections (links).

This was the prototype, an improved version of ENQUIRE, which led him to the bedrock of this document system of ‘Information Management: A Proposal’ (which further became the World Wide Web) – basically a married system of hypertextual data.

Anyway! So, as asked by Mr. Sendell, by 1990 he was

By 1990, he was ready with a proposal named “Information Management: A Proposal”. Do you notice ‘information management’ – how futuristic was that?

On 12 November 1990, Tim, alongiwth Belgian systems engineer Robert Cailliau, revisited Mr. Sendell and this time, the documented was improvised and outlined with steps.

Called as the World Wide Web, it talked “hypertext project” and the web comprised of documents which could be seen on ‘web browsers’.

So now the network effect or simply ‘stay connected’ leapfrogged to the idea of getting more from interconnected network of computers.

interconnected network of computers = Internet

This is what he did. As Tim Berners-Lee himself said:

“I just had to take the hypertext idea and connect it to the TCP and DNS ideas and — ta-da! — the World Wide Web.”

So, internet was already there.

The history of internet roots back to 1960 already to have US military communication over a connected network. With the help of packet-switching, transmission of data/information founds a way to span across a network.ARPA-interface-message-processor

ARPA-interface-message-processor

Login was internet’s first word, but the system crashed after typing ‘l’ and ‘o’.

So, the events continue.

The World Wide Web was on the horizon. It was time to make ‘Vague, but exciting’ less vague.

Trivia:

The World Wide Web was not the first choice. Prior to www, different names were thought about.

Monikers like Mine of Information, The Information Mine and Information Mesh were ignored before the World Wide Web was the chosen one.

Tim started working on this idea and began working on a. With his CERN partner, Robert Cailliau, he coded the world’s first web browser and web server – both running on Tim’s NeXT Computer – of Apple fame (Steve Jobs had left Apple by then, interestingly).First WorldWideWeb Server

First WorldWideWeb Server

The First Web Server and the first web browser

Enter world’s first website:

http://info.cern.ch/hypertext/WWW/TheProject.html

By the end of 1990, the world’s first website and web browser went live at CERN, on his NeXT computer.

Tim called his browser World Wide Web.

Note, this was not to be confused by the World Wide Web. But he decided to keep confusion at bay and renamed his browser as ‘Nexus’.

moot question and its importance in global economic, financial, and social connections after pandemic was the matter of discussion.

The world’s first website, http://info.cern.ch, was launched on 6 August 1991

3 stages of internet growth

With browsers coming to the fore, evolution of the internet was also seeing how Archie, the first search engine pioneered the search engine landscape.

Web 1.0

Known as the first massive form of the world wide web, web 1.0 is retronym describes the first stage of how internet evolved.Before 1999, Internet was all about being the ‘read only’ web. Being the very first stage of internet, its offering was one-sided i.e. reading the content only.

There were not many content creators for basic-HTML websites, using Frames and HTML tables.

And this was the time when browsers were trying to secure their places while computers were becoming household item.

Internet was growing and browsers were trying to make their presence felt,

What is a web browser?

If you are reading this article on the Google Chrome or Firefox, you are already using a browser.

So, applications like Google Chrome web browser job is to be your guide, on the web, to show text, images, and video from anyone and anywhere on the internet.

Most common internet browsers are Microsoft Internet Explorer, Google’s Chrome, Mozilla Firefox, Apple’s Safari, and Opera (excuse me if am going too detailed).

People in the early 1990s were very much like beginners. Started with simpleworld’s first website

world’s first website

It was the august day of 6 August 1991 when the world’s first website was live, with the DNS name info.cern.ch).

With this massive success, the website was open for people, outside CERN, to join this new web community.

Growth of the Web

On April 30, 1993 CERN made World Wide Web (“W3”, or simply “the web”) software accessible for everyone – meaning it was open in public to access.

So, the basic function of a web browser is to renter HTML code to present HTML to human-friendly language i.e. English.

Browser War

From a U.S.-dominated communications center to spreading across to Asia and Europe, geography of the internet was literally surging ahead.

New browser companies were coming up and every browser wanted to be at the forefront of the internet revolution as 1990s unfolded.  By 1993, the clash of browsers was swashbuckling.

By late 2000s, HTML5 and CSS 3 were already visible, and this led to a fierce competition among Firefox, Google Chrome, Safari, and Opera etc.

So, what started with accessing documents remotely had made its entry to common people lives.

January 2019

Nexus – 1990

As we know, Tim Berners-Lee created this World Wide Web browser. He further renamed it to Nexus. This was the only browser at that time.

January 2019
January 2018

Lynx browser – 1992

Lynx browser could not render/show images, videos, and other multimedia. It was texted-based browser.Lynx web browser was launched in the year 1992.

January 2018
January 2017

NCSE – 1993

NCSE (standing for University of Illinois’ National Center for Supercomputing Applications) Mosaic 1.0 was the first browser to lights up the web by displaying text and color images inline. This truly was the world’s first web browser which changed the browsing game forever.

January 2017
January 2016

 1994 – Netscape Navigator

 Coming from the creators of Mosaic, Netscape Navigator came on scene with more improvements like compatibility with design for the speed of dial-up modems (in those days, internet connection used to take place via an analogue telephone line & modem used to be used).

January 2016
January 2015

1995 – Microsoft’s Internet Explorer

Microsoft’s Internet Explorer was launched, and it led to the global browser wars. Between 2002 and 2003, IE was the global leader in web browser market with mote than 90% market share (before Google’s Chrome toppled it).

January 2015
January 2019

1996 – Telenor

Originally, started as a research project at Telenor (the Norwegian telecom firm), it became public as the browser. Was interesting as IE was surging ahead with new features and capabilities.

January 2019
January 2019

2003 – Apple

Apple joined the mad Browser rush with its Safari browser. although specifically for Mac computers.

January 2019
January 2019

2004 – Firefox

Mozilla launched Firefox – the free, open-source browse – much faster than its peers.

January 2019
January 2019

2008 – Chrome browser

Google launched its Chrome browser to change the browsing experience forever. Within 5-6 years, it had covered majority or the browser market.

January 2019
January 2019

2015 

Microsoft Edge was born to combat Google and the tussle continues.

January 2019
  • 1990 – As we know, Tim Berners-Lee created this World Wide Web browser. He further renamed it to Nexus. This was the only browser at that time.

nexus-web-browser

nexus-web-browser

  • 1992 – Lynx browser could not render/show images, videos, and other multimedia. It was texted-based browser.Lynx web browser was launched in the year 1992.

Lynx web browser

Lynx web browser

  • 1993 – NCSE (standing for University of Illinois’ National Center for Supercomputing Applications) Mosaic 1.0 was the first browser to lights up the web by displaying text and color images inline. This truly was the world’s first web browser which changed the browsing game forever.

mosaic first web browser

mosaic web browser

  • 1994 – Coming from the creators of Mosaic, Netscape Navigator came on scene with more improvements like compatibility with design for the speed of dial-up modems (in those days, internet connection used to take place via an analogue telephone line & modem used to be used).
  • 1995 – Microsoft’s Internet Explorer was launched, and it led to the global browser wars. Between 2002 and 2003, IE was the global leader in web browser market with mote than 90% market share (before Google’s Chrome toppled it)
  • 1996 – Originally, started as a research project at Telenor (the Norwegian telecom firm), it became public as the browser. Was interesting as IE was surging ahead with new features and capabilities.
  • 2003 – Apple joined the mad Browser rush with its Safari browser. although specifically for Mac computers.
  • 2004 – Mozilla launched Firefox – the free, open-source browse – much faster than its peers.
  • 2008 – Google launched its Chrome browser to change the browsing experience forever. Within 5-6 years, it had covered majority or the browser market.
  • 2015 – Microsoft Edge was born to combat Google and the tussle continues.

Search Engine Wars

Besides browsers, a separate war was unfolding, started between 1994 and 1995.  It was the advent of new search engines.

You must be using Google today, to learn, research, and gather information.

But it was not the case back in early 90s.

What started with Archie, paved way for Veronica (1992), Lycos (1993), Yahoo! (1994), AltaVista (1995) Internet Explorer and Google etc.

As Google changed how people used Brower, its ability to deliver relevant SERP changes the search engine circuit in 1998

But before Google’s birth in 1997, the trinity of Yahoo, Infoseek and Lycos were the popular choices. Existing before

History of search engines timeline

  1. Archie – The first Search Engine: Archie used FTP (File Transfer Protocol) sites
  2. World Wide Web Virtual Library (VLib) – Tim Berners-Lee set up a Virtual Library
  3. Veronica
  4. Jughead
  5. World Wide Web Wanderer
  6. Infoseek
  7. EINet Galaxy
  8. Yahoo! Search
  9. WebCrawler
  10. Lycos
  11. LookSmart
  12. Excite
  13. AltaVista
  14. Google’s beginnings: BackRub
  15. Inktomi: HotBot
  16. AskJeeves/Ask.com
  17. MSN Search
  18. Google Launches
  19. Overture (Formerly Goto.com)
  20. AllTheWeb
  21. Bing

Or in case you want to take a historical ride, please be with me.

What is the meaning of Digital Marketing?

This is the section where we discuss all things digital marketing.

Digital marketing is the online action or business on an electronic device or the internet. In other words, digital marketing is an umbrella term for online media channels, to promote all marketing and engagement activities done through online media channels. The role of digital marketing is to reach out to prospects, who are on internet, to make prospective customers.

As I have talked earlier, internet was the chief medium of marketing before ‘digital’ became the ultimate disruptor.

Here is the proof:

NB: Hover over the year 2012 and you will see ‘Digital Marketing’ as a search interest was nowhere. It was all about ‘online marketing’.

But since the past 5 years, things have changed:

Do you know her?

Digital-marketing-success

Millennial. 6 figure business. Ideal movie plot?

This is what made her turn heads online.

Is she like you? Of course.

Hailing from a small city in Ohio she went on to creating a super popular clothing design business with.

Is she rich now? Yes.

Many of us do not know who Cait Scudder is but she is a successful internet entrepreneur. Raking a great amount of moolah, she not just earns six-figures a year by coaching women but also making reality for so many like us.

But how it happened? She understood the power of ‘digital’ and solving business problems.

This is what makes your laptop or desktop such a powerful tool to realize your digital aspirations.

If you remember the times before 1990s, promoting your business idea was revolved around print and TV media, primarily.

Keeping your business thriving and the cost of making ROI possible

Digital and Marketing

Since the advent of the web, digital marketing has become the all-encompassing term to inspire promotional activities online. We know how email and internet were existing before 1991 and the way computers, getting connected literally changed the world.

Meaning of Digital

All this happened because of computers becoming mainstream. As we know, a computer is an electronic device whose job is to stores, retrieves, and processes data.

And computer is a digital device i.e. it works according to just two values, 0 and 1, or off and on. In short,

Digital marketing is the subset of marketing wherein we use internet or digital ways to get potential prospects interested.

In other words, you use the web/internet to connect with people who might be interested in your product or services.

Sounds easy? Many think so and this leads to fierce competition to outsmart each other. And every win has a cost involved.

Yes. Such is the importance of this that as 2020 started, digital marketing spending saw 13% increase.

Getting prospects interested is the core mantra behind digital marketing thought process.

Besides, what is the meaning of having an online business and getting it visible via ideal digital marketing channel is what the following person realized.

Since the past decade, the way technology moved globalization rode high owing to value of knowledge and information in the form of data. The way technology shook hands with marketing, it has been both challenging and brilliant. Challenging because tech development surges much faster than execution.

And brilliant because of birth and rise of GAAF (Google, Apple, Amazon, and Facebook) and all that jazz.

In true sense, you are surfing the Internet using the Google search engine. You also chat or interact with news and your network on social media sites. With emails, you love sending resume to an HR or simply sending/receiving emails.

The same internet is used to watch videos on YouTube or other video sites. If we talk about how many people, like you, have embraced internet, following might help.

In 2020, here is what you see:

Statistics on Internet Usage 2020

  • Search Engine searches on applications Google
  • Social media users
  • Usage of email
  • Number of online videos
  • how many internet users shop online?

Google Searches per Year on the internet

Google handles over 3 billion searches per day i.e. over 40,000 search queries/second on average. Becoming a regular ‘verb’ in our lives, it has made us wiser.

And “81% of people search online for a product or service”

Social media usage on the internet

And it is assumed you must be using social media sites or platforms like Facebook, Instagram, Twitter, or Snapchat etc. also.

In 2020, an estimated more than 3.5 billion people made social media usage part of their lives. By 2025, the number is estimated to be almost 4.41 billion.

Number of global social network users 2017-2025

Let me show you how many people, like you, use social media.Number of global social network users 2017-2025

Number of global social network users 2017-2025: source

Email users on the internet:

Besides Search engine like Google and social media sites, you might be using emails to send or receive mails on the internet.

So, the relevant question to include, in this trail of statistics is how many people use emails in the world?

As per record, n 2019, there were 3.9 billion email users and it is on its way to touch 4.48 billion mark in 2024.

Number of e-mail users worldwide from 2017 to 2024

Number of e-mail users worldwide from 2017 to 2024

Number of e-mail users worldwide from 2017 to 2024 : Source

Number of people watching videos online

Video has become part of the web. In fact, most popular video streaming services in the United States as of September 2019, by mobile reachNumber of people watching videos online

Number of people watching videos online

Online Shopping (e-commerce) on internet

Nearly 2 billion people do online shopping worldwide.

In fact, during this pandemic, 42% of the US population headed to the web to buy groceries online. This is double of eCommerce transactions took place in 2018.

And it is being speculated that eCommerce will make up 22% of global retail sales by 2023.Online Shopping (e-commerce) on internet

Online Shopping (e-commerce) on internet

The Internet’s Impact on Marketing

Why being online is important? What was the motive behind showing you the numbers above? In this information and digital age, internet users like you have a great source.

For businesses, people like you who are active on using Search engine, social media channels, video sites, email platforms or simply making online transactions are important.

This is where digital marketing comes into the picture. Businesses need to be online to be visible for your eyeballs.

And in case, you want to get into digital marketing, you need to understand the digital customer journey.

With initial engagement in the form of touchpoints on Google Search, Social media, emails, or video etc., you lay down a process. The process which, as expected, a prospect interacts with your brand and then thinks of deciding about your offering.

This gives an immense feel of liberty and paves way for non-linear marketing approach.

Quite briefly, let us try to understand and dedicate a small section to non-linear marketing.

What is non-linear marketing?

Before getting into non-linear marketing, let us do the reverse-engineering.

Let us understand what linear marketing is. Before the pre-digital time, I mean before 1992, marketing was linear in nature.

Known as traditional marketing, TV, music, newspapers, billboards and radio etc. are examples of linear media as they are watched/read or heard on a fixed time. Pretty one-directional brand storytelling method it is.

There is no ‘on-demand’ concept and it looks linear in approach as there is one-way messaging only.

On the other hand, non-linear marketing – better known as interactive marketing – is about being part of lives of prospects and customers through events, stories, interactive content, and even ads etc.

Definition of Non-linear marketing:

Then the internet broke this thought and changes advertisement forever. Now, we as consumers see media and at the drop of hat (referred as web browsers).

Simple definition of non-linear marketing is all about reaching your audience or business prospects across multiple online channels.

When you read reports about more than 90% of users prefer the web before making choices about online shopping, this is where Research Online Buy Offline – ROBO– comes from.non-linear-marketing-definition

non-linear-marketing-definition

Definition of Digital Marketing

Before getting to the digital side, let me ask you. What is marketing?

The simple answer could be: Marketing is the technique to promote a product or service.

Add digital and it becomes digital marketing. Hence, the new definition would be:

Digital marketing is a marketing technique, to promote a product or service, by using digital channels or the internet.

And what are the digital channels? Search engines, social media, blogs, mobile app, email, videos, and websites are prime examples of digital channels.

Why digital marketing is important?

It does not make any sense if you want to be a reader or user of internet.

But if the question is doing rounds in the mind of a person who wants to make a career in digital marketing, or simply reach more people online, this is an extremely valid question.

Before getting into it, here is what is happening online:

For businesses:

Business are and should invest in digital marketing campaigns because that is how and where they meet their prospects online. Of course, there are traditional way of reaching out to them in the form of TV, FM channels, newspapers, and radio etc., but the online approach unfolds endless opportunities.

With the advent of web 3.0, digital marketing landscape changed, and businesses started thinking of setting both short- and long-term commercial future.

Why Digital Marketing is Important for Business

As Yogi Berra said, “The future ain’t what it used to be.”, times have changed.

And if you are thinking what the role of digital marketing to a company is, the answer is ‘aplenty’. Since the advent of web 2.0 traditional sales and marketing paradigms have been undergoing massive change. Right from finding doctors online to learning online, we have no qualms in nodding to this fact that convenience is highest on our priority list.

Of course, there are businesses that are still reticent to embrace (we are “too different” or “too unique”) web presence.

How businesses spread the word about their products and services can meet unlimited opportunities to find relevant audience online – to pitch or spread news about product or services.

How digital marketing is carried out is a subsequent notion but prior to that, let us see why a business invests in digital marketing campaigns:

Benefit #1 – Find Relevant People online –

With the growth of internet and communication devices, it has become super easy to be ‘on the go. With Web 3.0, internet has become to consume news and have connectivity.

We are in major cultural disruption. With more than 7.5 billion people using the internet daily, imagine the kind of traction a business can get.

Source

With a robust digital marketing strategy for Search, Social media, emails, mobile apps, and other channels, this “fingertip society” can get ROI-friendly consumers.

But this all is a reality only if you are visible to your prospects online.

Benefit #1 It is Cost-Effective than traditional marketing

Ask any businessman about a postcard and an Instagram social post.

In his answer, there is high chance of presence of a budget.

It is tough and strategic to market itself. So, for an entrepreneur who is wants to gain visibility online, digital marketing stratifies can be much cost-effective than traditional marketing approach.

Of course, there are great advantages when it comes to mass coverage and stronger impact but with digital marketing, comes the freedom to adjust the context.

Also, difficulty of tracking ROI of marketing campaigns is what makes digital marketing more cost-effective.

Also, as a linear in nature, there is no interaction with prospects even if you pay heavily on Billboard or newspaper. Investments in printing ads, billboards, brochures etc. are costlier than digital marketing channels to attract more audiences at a low cost.

Let us try to understand what is involved in a TV campaign for a Dentist in NYC

  • Setup Process                      Design + Production
  • Setup Cost                      in million
  • Cost of Media                      Per 30 second ad
  • Cost to Continue       Cost of media + agency hourly rate
  • Demographic Served       Anyone watching TV
  • Definitive ROI Tracking? No

Now, in such a setup, there is a great volume of exposure. No doubt about this.

But what sounds better?

Spending dollars on elaborate print or television advertising campaigns with

  • no sure-shot formula of tracking who watched/read the ad as it was for everyone
  • no idea about ROI (return on investment on the ad campaign)

Or a way to target highly targeted audience with

  • highly specific audiences
  • customize messaging
  • tracking parameters where is the money being spent
  • ROI etc.?

I am not against traditional ways of marketing but I see there is a sweet spot between traditional marketing and digital marketing, but when you see the following trend, you as a business owner who never tried hands in promoting your business online, should check:

Global internet advertising spending from 2007 (in million USD)

Global internet advertising

Source

So, what’s Shaping the Digital Ad Market?

The trinity of advertising technology, data and ecommerce has a firm handshake with the growing trend of convergence within the total marketing and advertising landscape.

Last year, worldwide digital ad spending nearly secured nearly half of the global ad spend. Here is what EMarketer suggested:worldwide digital ad spending

worldwide digital ad spending

How many people are using internet?

As of December 2019, there are more than 4.5 billion people who are actively using the internet. It means than more than 58% population in the world has internet access.

And which countries have the maximum shares? China, India and the United States, China and India have the maximum number of internet users.

Having mentioned all the above, we should not rule out of using internet on devices. This is also important to look back at 2014. The shift of mobile web had already surpassed the desktops in the US.

Talking about developing nations, usage of smartphones to use internet and run apps, hallmarks how they are the preferred devices are the most prevalent type of mobile devices.

Number of smartphones to use internet and apps

adults-using-smartphones

adults-using-smartphones

Source

What do these statistics indicate?

Businesses should be where their prospects are. In my humble opinion, here are the 4 famous digital marketing campaigns which turned heads:

3 most successful digital marketing Campaigns

Campaign 1 Heineken #BackTheBars Campaign

What was this? – Video campaign to support bars facing tough times in Corona pandemic

Type: Video

For the uninitiated, Heineken, the Dutch Food, Drink & Tobacco company, is world’s 83rd most valuable brand in 2020 on Forbes.  With more than $26.8B in sales, 2020 is shining for Heineken.

The Corona virus pandemic has been hard hitting on various industries. One of the most badly impacted industries is restaurants and bar.

Heineken also suffered monetary blow in this pandemic by seeing loss

Heineken’s #BackTheBars campaign is about supporting the aftermath of Corona’s impact on pubs, restaurants, and bar and stay them afloat.

The core message was “bars need life, as much as life needs bars”. It would help in battling the hardship during the testing time of social distancing.

So, to tackle the problem of buying beverages physically, the Heineken digital campaign was to push advance purchase of combos. This was in sync with the mention of Comprafutura , basically a platform, who would transfer the 100% digital/online payment of beverages directly to the bars.

Campaign 2. Dollar Shave Club Digital Marketing Campaign

Shaving could be a helluva of a boring chore.

But when you turn this epitome of boring task into a subscription-based razor retailer company and succeed in soaring to $615 million valuation in less than 5 years, Dollar Shave Club is the example you should read about.

Dollar shave club digital marketing strategy was simple.

Problem solving approach: Dollar Shave Club, as the men’s grooming, has a simple value proposition. They paved way to solving the difficulty and inconvenience of buying razor blades.

What they did– As one of the most inspirational start-up marketing strategy, the entrepreneurial inspiration to lock horns with established players, like Gillette, Dollar Shave Club embraced offbeat humor to make headlines about its launch.

How they did? They launched a video on YouTube and it became supernova-viral. The famous “Our Blades Are F****** Great!” video with their warehouse and humorous lines on the characters in the video.

The video took 1 day to complete, and the CEO had to cough up $4,500.

Result?

2,000 interests from people in the very first 2 days

5 million views in 3 months

37.2K subscribers (as I write)

Great brand positioning with comments like:dollar-shave-club-digital-marketing-case-study

dollar-shave-club-digital-marketing-case-study

Campaign 3. Swiggy Instagram Campaign

Swiggy in India is what GrabHub in the US. A food ordering and delivery platform, Swiggy has the largest restaurant aggregration on its platform.

What was Swiggy Voice of Hunger Campaign?

Background- So, Instagram had recently launched its Voice Note feature as DMs.

Swiggy, as its marketing aim was, wanted to boost mobile app installations with loads of UGC (user generated content) to boost social reach.

What was Swigggy VoiceofHunger campaign about?

So, its VoiceOfHunger viral social media challenge asked foodies to send noises, in the form of DMs, to match the shape of food.

With social media influencers taking participation in this challenge, the reach of the campaign got a massive boost.

Result? 1.5L DMs in 10 days.

boosting its social reach by 7,700%.

7 Types of Digital Marketing Channels

7 Categories of Digital Marketing

Type 1: Search Engine Optimization (SEO)

Type 2: Content Marketing

Type 3: Search Engine Marketing (SEM)

Type 4: Social Media Marketing (SMM)

Type 5: Email Marketing

Type 6: Video Marketing

Type 7: Affiliate Marketing

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