Digital marketing is definitely going to be the premium tool to capture the Generation Next. The Generation Next has been shaped by an unprecedented revolution in technology. The young adults of Gen Next have grown up with personal computers, cell phones, social media, and the internet. Now, they have started taking their place in a world which is rapidly changing. They scan everything through the electronic media before taking the next step. Education, job, marriage, naming kids — they need the Handheld to move further,
This has prompted the marketers to change their strategy and compelled them to embrace digital marketing at a faster pace. Digital marketing encompass promotion of brands and products via various forms of electronic media. In contrast to the traditional marketing, digital marketing can actually tell marketers what is working and what is not in real time.
The networked world has changed the attitude of current consumers as well, and they just don’t want to believe what companies have to say about their brands. They care about what media, friends, relatives, peers etc. have to say about the product/brand before actually moving into the buying cycle. Digital information brings people close to the brands they can trust, companies that know them, communications that are relevant, personalized and caters to their needs.
So, how digital marketers are handling this? Simple, by monitoring things like what campaign is being viewed, how often and how long, which content is leading to sales, which ad secured more clicks, and which didn’t attract the notice of consumers. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle.
While internet is, perhaps most popular channel associated with digital marketing, other channels include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc. Well known trends in digital marketing in the previous years evolved from Search engine marketing, marketing automation, inbound marketing and going back further still social, mobile, video and so on.
How should digital marketers prepare themselves for 2015? There is nothing more to personification than the videos made consumers themselves. Original Video Content is what made brands like GoPro, Red Bull, Chipotle, Samsung, and Dove more popular than ever.
The year 2014 ended with the huge success of UPS’s “Your Wishes Delivered Campaign. During the holiday season UPS launched Wishes Delivered, a campaign designed to invite our customers to share their wishes during the holidays.
What’s your wish for the holidays? A visit with family? World peace? Good health?
Wishes Delivered is a crowd-sourced donation based promotion that’s tied to making the wishes of a few of their customers come true and it works like this:
- The program starts with an online experience
- Customers upload their holiday wishes using the hashtag #wishesdelivered.
- UPS moderators review all of the hashtag wishes submitted by customers and approved wishes are posted to a media wall.
- For every wish uploaded using the #wishesdelivered hashtag, UPS donates $1 to the Boys & Girls Club of America, The Salvation Army and Toys for Tots, for up to a $100K maximum donation.
The campaign engaged and delighted viewers by focusing on telling good stories. They launched a campaign ad featuring 4-year-old Carson who has a special friendship with his UPS driver, Mr. Ernie. Milk sensitivity required Carson to receive multiple deliveries a week of a special type of formula. Those frequent visits helped the boy form a strong bond with his local delivery driver, Ernie Lagasca, to the point where he would eagerly await Lagasca’s arrival. Carson wants to be just like him and story goes in the promotional video.
At the end, the Carson and Mr. Ernie’s video has over 2 million views.
#wishesdelivered hashtag has delivered over 40,000 social media mentions and 80+ PR stories published.
Overall the campaign brought more than 200 million potential views.
The UPS ‘Wishes Delivered campaign’ combines touching human-interest content with inspiring marketing to deliver content gold turned out to be a fantastic winning combination.
Now, when is your turn?