word of mouth

Eight inspiring digital marketing campaigns from Samsung

Samsung has generated a bit of buzz in the tech world this week by announcing a Kanye West and Jay Z concert at SXSW that is only open to owners of its Galaxy devices.

It marks the continuation of Samsung’s association with Jay Z, as back in 2013 Galaxy owners could grab a free copy of the rapper’s new album by downloading an app.

This inspired me to delve further into Samsung’s back catalogue to see what other interesting digital marketing campaigns it had been come up with over the years.

You can also read similar posts focusing on digital campaigns from Coca-Cola, Nike and McDonald’s

Anatomy of a campaign: How charity:water raised more than $2m

In just six short weeks, it’ll be time for the September Campaign, the biggest annual fundraiser from nonprofit charity:water.

What the organization does this year to raise money remains to be seen, but it’s worth looking back more closely at its efforts in 2012, when the charity took in more than $2m ($300,000 more than its original goal) largely through digital marketing.

That shouldn’t be a surprise: charity:water founder Scott Harrison told the New York Times last year that he “absolutely” attributes the organization’s success to the web.

Word-of-mouth: focus on the steak, not the sizzle

Is social media, and the data it produces, overvalued? As companies continue to struggle the ROI from their social initiatives, some are starting to suggest that social’s impact might have been overestimated.

But social media proponents say not so fast: social media is the digital channel for word-of-mouth, and although word-of-mouth has historically been hard to quantify, its importance is rarely questioned. Which raises an interesting question: instead of talking about social media, should we be talking about word-of-mouth?

Graze: A model for network marketing success

Has your business been enveloped by the Graze phenomenon yet? Have you noticed your employees or colleagues receiving small brown, bi-weekly boxes filled with nuts, olives and other nibbles?

This is a shining example of the success of network marketing. 

Word-of-mouth still largely an offline phenomenon: study

Ask a brand marketer about word-of-mouth marketing and chances are he
or she will talk to you about the internet. After all, with the advent
of social media, consumers are most likely going to talk to their
friends, family members and associates about your brand online, right?

According to a study by Keller Fay Group, the answer is ‘no‘. As it turns out, the vast majority of word-of-mouth still apparently takes place offline.

Marketing budgets to increase in Q3/Q4: report

Is the global economy back on track? There’s probably no question more capable of sparking a heated debate. But if the optimism of marketing directors in the UK is any indication, things are getting better.

According to the Royal Mail’s second annual confidence tracker poll, conducted in partnership with The Marketing Society, found that a third of the UK’s top marketing directors anticipated an increase in marketing spend in the second half of 2010. More importantly, only 13% of those polled expected their budgets to be cut.

Virgin America: flying social media into the abyss

How to Win Friends and Influence People by Dale Carnegie is a classic
book. First published in 1937 for individuals, over half a century later,
brands now find themselves seeking friends and influence too.

But if U.S. airline Virgin America’s latest attempt to woo influencers on Twitter is any indication, a book isn’t needed. What is? Free
product.

The lesser-blogged benefits of building brand loyalty

While I often argue that social media marketing is an excellent way to build brand loyalty, it occurred to me recently that the benefits of such consumer commitment may not be immediately obvious to all marketers.

Clearly, customers who are engaged with a brand are less likely to leave for a competitor. That is the main perk of consumer loyalty but some marketers may question whether that is enough to justify the effort (and therefore budget) needed to build those relationships. After all, that cash could have been spent on developing a new customer base.