Accenture recently conducted a survey of over 580 senior marketing leaders that predicted digital marketing will account for over 75% of marketing budgets globally by 2019. Those surveyed identified analytics, digital and mobile as the dominant drivers of this shift. But this surge will require a definite change in how dollars are currently invested in digital – and how to make the most of those dollars.
“Digital is changing the world and chief marketing officers know it. They are embracing digital channels with fervor, but it’s time to do more,” the Accenture report stated.
The firm added: “The reward for customers and marketers alike becomes relevant and seamless experiences, from brand promise through brand delivery.”
All this means that early, successful adopters of digital marketing are finding they can no longer count on owning the channel. (Heck, pretty soon the word ‘digital’ will just be dropped and marketing will mean mostly digital.) They are stepping up their game across the planet and we are enjoying some of the inventive, funny and moving digital results. Companies are pulling out all the stops and using a wonderful mix of digital tools – pithy web content tied to interactive video, streamed to social media sites, that gather impressive, viral responses from their audiences. And every great campaign is factoring in the human element too.
Just a taste of some of the fresh examples:
1. On Canada Day, celebrated a few weeks ago, Molson Canadian launched a wow of a video ad campaign. They placed unusual Molson Canadian beer fridges in targeted areas around the country. Thirsty Canadians could reach in and get free beers – but only if they correctly sang “O Canada” all the way through with no mistakes. The highly entertaining results were posted on the Molson website, social media sites and on TV.
2. In Russia, IKEA developed an ‘Instagram Catalogue Website’ to showcase a wide range of their products. In just a few days it garnered 15,000 followers. The kicker is how it works. Check it out.
3. Volkswagen found a stunning way to underscore the danger of stupid mobile use while driving. At a movie theatre Beijing, they showed the typical driver’s view “car driving down a road” ad with a heart stopping twist. At a planned moment in the ad, a nearby mobile broadcasting device pushes a SMS message to all cellphones in the theatre. As people look down at their phone to see the message, the car on the screen loses control and crashes into a tree. The clear message? Look how fatally distracting texting and driving can be. Posted on Youtube, the ad has had a huge numbers of viewers.
4. And finally, to illustrate unintentional marketing success, there is a very recent amateur video that uses digital, hitech and patriotism to go viral. It shows what you get when you fly a Phantom quadcopter, equipped with a GoPro camera, through a 4th of July fireworks display. Set to Andrea Bocelli singing “Con Te Partiro”, the video is just beautiful. Though the video really pushes what’s legal and what’s not, it’s still worth viewing on Youtube. The jury is still out on what it will do for Phantom or GoPro sales…
What is clear to us at the Steelsmith Group is that this forecasted growth of digital marketing is real. So we are here to create all aspects of your integrated marketing plan with a strong focus on the digital component. We know video, social media, content management, email marketing, overall marketing campaign management and – to keep things running smoothly – CRM. So start preparing for the digital marketing deluge by contacting Steelsmith Group now. We call San Diego home, but we work with clients across the USA. We’ll get you in the swim – and winning!