MORE TIME ONLINE
Consumers have an increasing appetite for all things online!
Young consumers are already participating actively,
whereas the much elder consumers are joining in gradually
as they seek more convenience and value.
Online is handy and allows a consumer to get
quick information, along with accomplishing
other tasks juxtaposed.
They are more than just being a consumer. The users
today are Participants, Audience, Community, they
have a voice/opinion.
The digital Ad revolution, always ‘just around the corner’, remains tantalizingly out of
reach for most newspapers, which explains why all the Print Media Biggies have moved
to subscription and e papers models for their websites to bolster digital ad growth.
Digital is the only medium where there is
no limit of creativity. There are numerous
multimedia tools that make online
ads/campaigns powerful, engaging and
above all, Effective.
Campaigns can be targeted to the desired audience.
For example, if an advertiser is keen on selling his or
her products targeted to a certain demographic of
people, it is quite possible through online
advertising. Which certainly not possible in
Targeted advertising formats and techniques help
shape better communications, rather than to general
masses, through print media.
(most of them may or may not be a part of our TG)
INTERACTIVE & ENGAGING
Interactive campaigns have become a norm with the powerful digital
medium. On digital, brands have an opportunity to create social
spaces and applications where they can communicate and engage
One such campaign worth mentioning is the campaign by AXE where
the end user could alter the smile of a woman as he/she liked to i.e.
in an interactive framework. The advertisement struck an instant
chord with the youth to which AXE the brand is positioned for.
Digital Spaces are a cost effective way to drive attention to your business.
Pound for pound strategy, it is more effective than traditional advertising.
If money is spent wisely, you can develop an online presence that people
find, with appropriate tools to help them spread the word to their friends.
We only are supposed to pay when someone views our Ad or clicks on it.
Whereas, traditional media have a huge cost.
The geographical reach of the online medium is greater and faster
than that of traditional media.
Communication, if set effectively has an
opportunity to become a trend on digital space.
And those trends most of the time leaves a great
impression of the brand.
Digital provides a real time analytics on how a campaign is
performing and instant changes in the strategy can be made.
Unlike print or TV, where the effects can be seen only after a
period of time.
The results are measurable in terms of queries or
leads generated, people viewed our Ad, number of
people clicked on the Ad, Traffic on website coming
through which location and so on. All these makes
easy for a marketer to analyze the ROI.
Let’s have a quick look at what few Social biggies are doing and how are they pulling
in more people on their digital space to talk about their Brand!!
“Awarded Best Overall Brand Presence on Facebook”
Coaxing women to sit and take notice, get educated and eventually
have them use the unique products!
1) Launching Maybelline’s Bright Benefit (BB)
cream via men - Never before was a product
targeted at women marketed through men in
the online space.
2) ‘WTF- Women Take Forever!’ – Creating a
constant battle between the sexes! Asking
women to go nude with the all-new 8 in 1 BB
Cream and not take too long to get ready.
3) ‘Who AM EYE?’ With the reveal – ‘EYE AM
bold’ - In one month the brand sold 75,000
units - equal to the sales of the Maybelline
Colossal Kajal, its highest selling product in the
The Jimmy Choo Trainer Hunt. Using social media platforms, female fans were able to participate in a real time treasure
hunt. Fans were literally running all around London to check into various fashionable locations that were broadcasted on
Facebook and Twitter. The first fan to reach the location secured a brand new pair of Jimmy Choo’s new trainers, straight off
the accessory hanger. An astonishing 4,000 people participated in the event, which caught the interest of local media.
Result -- Sales increased by 33%, owing to the success of the Jimmy Choo marketing event. Positive online sentiment about
the new range increased by 40%
Choo Connection is another clever use of social media. Launched in 2011, it is an online visual montage of the brand’s
history. The social arm is ‘Your Choo Stories’, where customers can submit stories about their most significant moments with
the brand. Famous celebrity contributors include Elle Macpherson, Elizabeth Hurley and Sex and the City wardrobe director.
Result -- According to stats, Choo Connection has increased the time spent on the main Jimmy Choo site by 20%, leading to
increased sales off the online shoe and boot hanger
IS DIGITAL PRESENCE IMPORTANT ??
Decision is Yours.
THANK Y OU
W W W. THECUFF LINKS. IN