The Digital Marketing Environment
The digital marketing environment has been constantly evolving since its origins in 1989 with the development of the Internet. The evolution of technology has enabled more sophisticated and integrated systems which stimulate new creative ideas and drive the industry to overcome competition with the most innovative of methods. We feel that the three most important aspects of creating a successful digital campaign in today's environment is to make it innovative, interactive and interesting; the combination of these three aspects will maximise effectiveness.
INTERACTIVE
One of the best ways we have seen to create an interactive aspect to a campaign is through the creation of a game. Dominos do this brilliantly in their flash game 'Wild West Wondershot' which requires players to shoot at flying pizzas with a slingshot. As the score increases players are offered better and better unique discount codes to use on Dominos take away. The game was simple yet fun and was passed quickly between friends as they competed to get the best score; this generated attention for dominos and increased sales volume.
INNOVATIVE
Pizza Hut do well to create a product to help market their pizza, which promotes a social side around the meal time and encourages friends to eat together helping to promote a larger sale. Pizza boxes were developed to facilitate the additional purpose of a smartphone projector allowing customers to create a cinema in their own living room. By making the boxes larger and adding a lense to films could be played on a smartphone and projected onto a wall. This innovative method to incorporate the social side of pizza into the sale sparked much interest and people were dying to try it out; a QR code on the side of the box also gave people acces to a film to watch with their meal.
INTERESTING
Citroën developed a interactive and innovative campaign which also lured customers in by being funny and sparking their interest. The customer chooses between 5 distinct characters and then watches from the driver seat as this character attempts to clean the car outside. The experience, whilst corriographed to be funny to watch, allows the customer the opportunity to look around the cars interior and get an idea of what it would be like to own the car themselves. It spread quickly through news and media and created a lot of traffic through the Citroën website additionally creating extra leads; Unfortunately the page has now been removed so we are now left to rely on our imagination to show us Citroën's genius.
These three examples show well the creativity that companies are applying to marketing campaigns in the modern marketing environment. If you have any campaigns you wish you share with us that display these three important traits; please share below.
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