4 Amazing Digital Marketing Campaigns in the E-Commerce Realm
Today, we will have a look at how companies in the e-commerce landscape are leveraging the digital space to market their products more efficiently. These companies are the stalwarts in their industry and have carved out a space for themselves purely on the basis of their digital marketing prowess.
- Mint:
Before being sold to Intuit for a handsome amount of $170 million, Mint’s remarkable strides in the fields of digital marketing yielded them an enormous following online.
Be it its umpteen high-quality content pieces, be it its informative blog posts or be it their much awaited viral infographics, craziest example being- A Dude’s Guide to Not Going Broke during Wedding Season. Mint was successful in standing out in the crowd through well-executed online marketing strategies.
Mint thus became a perfect example of how intensive investment in raising the standards of content is essential to garner wide viewership and followers.
2. Uber:
Uber has grown entirely through word-of-mouth marketing, which is a very high converting channel. Now how do we tell our customers to influence their friends into prefer our company’s services?
Well Uber offered incentives for riders to act as torchbearers of their advertisement business by providing referral codes to their friends in exchange for free rides. They targeted the tech community in San Francisco knowing that they would share their experiences both off and online.
After all, according to Nielsen, 84% of customers make purchase decisions based on recommendations from their friends. Hence we cannot ignore the beauty of this cost-effective and powerful referral system.
3. Airbnb:
Airbnb wanted its customers to change the way they traveled and looked for accommodations.
To achieve this, they not only relied on user-generated images on Facebook and how-to-videos on Twitter but also initiated a campaign on Instagram which acted as a travel forum for the customers. The company received 13.3 million interactions on Instagam alone, and increased followers by 341%.
Viewers enjoyed the way Airbnb made its digital marketing attractive with compelling pictures of locations all over the world and write ups with underlying humor and light heartedness.
No wonder it boasts of 100 million users, 2.3 million listings, and a total valuation of $31 billion in 2017.
4. Yelp:
It may seem obvious now, but the idea to combine social networking and online reviews was a “Eureka!” moment for its founders in 2004.
Yelp approached the online reviews business a little differently by including a social angle. The social element cashed in on the “people trusting people” component that made them the pioneers of the ecommerce industry.
They wanted to provide the best recommendations for every kind of business. To do that, they need fantastic reviewers, they need the businesses themselves to buy into the program, and they need users to believe what they’re reading. Everyone needs to trust everyone else, and that’s what they focused on in their early marketing efforts.
The reviewers on their portal are by real people, with real names and photos, and they are encouraged to develop a reputation and a cult following. Users can even review the reviews of other reviewers! Review-ception maybe? ;)
As it stands today, a one-star increase on a Yelp rating can lead to a 5–9% increase in business revenue according to Michael Luca of the Harvard Business Review.
