What does it mean to me:Digital Marketing

some best-practice examples

presented by Johannes Auernheimer

Outline

• What means good digital marketing to me?

Best-Practice:

• online marketing: save the arctic / Greenpeace

• video marketing: Honda / the otheR side

• call to action: Dell / what is inside?

• targeting customers: Dell / tough enough?

• fascinating web presence: Lego

• overall marketing: RedBull

What means good digital marketing to me?

You need to...

• know your consumers and how to thrill them

• be present in all media channels and use eachchannel‘s benefit

• and have a consistent strategy facing thetargeting group

• be multiscreening and use each device‘s benefit

• reach, act, convert and engage

savethearctic.com

save the arctiv / Greenpeace

save the arctic / Greenpeace

• much information in a little movie

• scetching the topic exciting, fascinating

• leads to a well-arranged webpage

hondatheotherside.com

Honda Civic / Type R

Honda Civic / Type R

• racing edition of the honda civic

• 2 movies in 1 / change screens with R

• perfect contrast

– between movies and type of cars

• you get interested in both sides

• leads to both websites

insidefilms.com

Dell – what lives inside?

Dell – what lives inside?

• introducing the dell venue 8 7000 tablet

• production of a movie with Colin Hanks

• customers can submit in their monsterscetches

• the best monsters will be featured in themovie

• amazing webpage: insidefilms.com

toughenough.tumblr.com/

Dell – tough enough

Dell – tough enough

• clear defined targeting group: IT

• funny play with IT-characteristics

• customers can submit their DAU-experiencesand generate memes

• Dell itselfe publishes short funny movies

• Message:

Life in IT is hard enough – Take IT easy

lego.com

Lego

Lego

• huge web presence

• user-friendly

• you really like to explore the pages

• almost every category has it‘s own story including– movies (even for single products)

– apps

– downloads (wallpapers)

– games

– forum

• linked the shop

redbull.com

Red Bull

Red Bull

• more a lifestyle than a beverage company

• thrilling movies

• pioneer and promoter for extreme sports

• content is loved to be shared

• perfect synergy between digital marketing, event marketing and sponsoring

thanks for your attention!