For years, marketing specialists have attempted to go beyond the business card and outdo each other to create more and more innovative and intriguing campaigns. We’ve seen business’s using unique advertisements, such as the scratch and sniff. We’ve seen the epic television advertisements that created a rivalry between beer brands and their advertising agencies alike. And we’ve seen lycra-clad super-hero look-alikes scaling buildings – or even the Opera House – in guerrilla marketing attempts to make a splash bigger and better than anyone else.
And now that the digital era has taken over, it would be logical to believe that the one upping can stop in light of the fact that every business has the opportunity to be innovative and use innovative means of communicating and conveying their messages. But of course that’s not the case. Despite the state of ‘innovation for everyone’, what’s the point in marketing if you still get lost in a sea of businesses all marketing the same way? With this mind, a new period of manipulating online media in innovative ways has arrived that has seen marketers and advertisers – and even non-specialists – in possibly their most creative era yet!
The use of Youtube combined with a reliance on viral communication has enabled overnight success for several pop stars. The likes of teen heartthrob Justin Beiber is a prime example of a marketing strategy that was cost effective, and innovative – using the latest technology to capture attention. Beiber was propelled to fame after posting videos of his home performances on Youtube.
2. Online guerrilla marketing
Using online media in unconventional ways – and in ways that make an impressive splash, similar to traditional guerrilla marketing – has meant many innovative campaigns. Perhaps none more so than the method used to promote the film, ‘The Last Exorcism’. Unwitting computer users logged onto sexy sites to see the usual pretty girl playing up to the camera – then all of a sudden she turns eyes rolling back in head and growling. The user is completely shocked and in awe, and is then hit with the fact that this was all a commercial!
Perhaps one of the most impressive approaches to marketing online is improving word of mouth by actually improving service. Large businesses now have software that trawls social media sites and blogs for mention of their names so their staff can respond accordingly, impressing already happy customers and appeasing others.
4. Customisable pages
In the early days of the internet, the World Wide Web was a resource, almost like an encyclopaedia. Most of the information was reasonably static, and people were communicated to, as opposed to being given an opportunity to communicate two ways. Sites with a merchant facility or offering a service now provide customisable landing pages, controlled by cookies, so that when a customer logs on, everything they personally want is right in front of them.
Note from the Editor: This was a guest post.