mkttoday

[mkttoday]

DMC and the new Samsung campaign

Launched in November 2019.

With over 2 million views, this campaign is on Samsung Youtube channel. It was also shown as video ads from google.

“Ryan Reynolds pull off the unthinkable, and placed an ad inside an ad inside an ad. In the spot, Reynolds plays a demanding actor intent on spinning his Samsung ad to promote his own Netflix show and gin brand.” (Emma Mulcahy, 2019).

This ad places the humor as a link between the viewer and the actor.

“You bought an ad for your gin within an ad for your movie within an ad for Samsung?” asked the director.

Nowadays, companies are appealing to campaigns to reach consumers through the digital medias more than offline modes. Success are often measured as likes and shares in the social platforms. Advertisements like this one are often shared to spread a laugh and end it up creating a fuzz about the brand.

But what exactly is Digital Marketing Communication (a.k.a. DMC) stands for?

DMC is about engaging communications in the digital environment utilising digital and interactive technologies (Chaffey & Smith, 2017).

Companies understand that today people are much more susceptive to be persuaded by an online ad than some huge billboard in the highway on the way to work. This happens because people spend a great amount of time online. According to Aleksandar (2019) the average spent online per day in 2019 was 2 hours and 33 minutes.

Source: Broadband Search, 2020.

The company’s strategy to reach the target market is what will determine its success. The customer needs to connect with the ad, they need to want to know what happens next and easily understand what the company is talking about.

A digital marketing strategy should provide consistent direction for an organisation’s online marketing activities and channel integration. Digital strategy development emphasises the need to deploy digital media, data and technology integrated with traditional channels to achieve audience engagement goals to support marketing objectives. (Chaffey & Ellis-Chadwick, 2019).

References

     Aleksandar, S. (2019). How Much Time Do People Spend On Social Media In 2020?Retrieved from https://techjury.net/blog/time-spent-on-social-media/#gref

     Broadband Search (2020). Average Time Spent Daily on Social Media (Latest 2020 Data). Retrieved from https://www.broadbandsearch.net/blog/average-daily-time-on-social-media

     Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.

     Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence : Planning, optimizing and integrating online marketing. Retrieved from https://ebookcentral-proquest-com.ezproxy.laureate.net.au

     Mulcahy, E. (2019). Creative Works: the 20 most viewed ads of 2019. The Drum. Retrieved from https://www.thedrum.com/news/2019/05/03/creative-works-10-the-most-viewed-ads-2019-so-far

     Samsung US (2019). QLED + 6 Underground + Ryan Reynolds - Director's Cut. Retrieved from https://www.youtube.com/watch?v=Jbqw5foE7Mg

[mkttoday]

Doritos ad & the marketing mix

Launched in February 2020.

This Doritos ad was shown during the Super Bowl 2020. 

Social medias have a range of challenges where people record themselves doing something and tag others to do the same. This specific song in the ad got very famous and became hit during American Summer of 2019. From there it became a dance challenge and was all over the social media during the second half of 2019. Doritos joint the buzz and made their new ad a social media’s challenge. 

Here is a compilation of the challenge:

Doritos used a very known marketing strategy: made an ad with something that was already a hit. 

This has happened before and it proved to work (Berman, 2011):

Chuck Norris for World of Warcraft

Tron Guy for Duck Tape

Planking with Davis-Moore Nissan

Doritos communicate with its spectators using their language.

Marketing Communication Mix

Marketing communications strategy is the strategy used by a company to reach their target market through various types of communication (Dragilev, 2019). This communication can be done through a blend of promotional tools to help marketers to reach their goals (Todorova, 2015).

Source: Author, 2020.

The digital marketing mix includes few more tools.

Source: Author, 2020.

To effective communicate with the target market, the marketer need to send a clear message through a efficient channel directed to the target market.

Source: Author, 2020.

Even though Doritos ad is “just” creating awareness about their product, the message they are sending is very effective. It is using a perfect medium to achieve the target.

References

     Berman, J. (2011). 10 Internet Memes That Became Commercials. Retrieved from https://www.flavorwire.com/233832/10-internet-memes-that-became-commercials

    Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis. Retrieved from https://www.nima.today/wp-content/uploads/2018/11/Digital-Marketing-Excellence-Dave-Chaffey-and-PR-Smith.pdf

    Dragilev, D. (2019). Marketing Communications Strategy: What It Is & How To Do It Right. Retrieved from https://www.criminallyprolific.com/marketing-communications-strategy/

    Smart Insights (2016) Digital Marketing Toolkits including guides and DIY templates for planning. Developed by Dave Chaffey and Expert commentators.

    Todorova, G. (2015). Marketing communication mix. Trakia Journal of Sciences, 13(1), 368-374.

[mkttoday]

BK “Burn that ad” campaign & Marketing Strategy

Launched in March 2019.

Burger King often launch campaigns against its rivals, usually targeting McDonalds. But this time the campaign was BK against every other fast food companies’ billboards.

The campaign would give a free burger to who burns the competitors’ ads through BK App.  

It is clear the campaign’s objective and even though it creates a bigger rivalry between the fast food providers, it probably aims for customers to download the app.

Companies are often innovating in a way to bring customers inside their stores and this includes apps. This specific case, BK is bringing customers to app (online store) and physical stores (getting the free burger).

Marketing Strategy

Source: Chaffey (2019).

- Reach

BK reached its customers creating awareness about their product correlating online and offline medias.

Download the app

Point the camera to a “real life” billboard

Burn that ad through augmented reality

Get a free burger

- Act & Convert

The conversion rate from this campaign is expected to be very high. Who does not want a free burger? 

According to O’Brien (2019), the campaign was expected to give away 500 thousand burgers.

In 2018, BK launched a campaign that also stimulated customers to download the app. As a result, the app was dowloaded 1 million times (Griner, 2018).

- Engage

Two campaign happening in a year time difference with apparently similar goals makes a question rise:

Is it retaining customers?

It might be just another campaign to rise even more the number of app users but it could also mean there is no customer’s retention.

Interactiveness

A campaign is much more effective when using interactive content.

Interactiveness involves using content to engage the audience based on their participation.

As shown in the graphic below, content converts the buying in a more effective way when utilising interactive content.

Source: Digital Marketing Institute (n.d.).

References

    Chaffey, D. (2019). What is Digital Marketing? A visual summary. Retrieved fromhttps://www.smartinsights.com/digital-marketing-strategy/what-is-digital-marketing/

   Digital Marketing Institute (n.d.). 5 ways to use interactive content in your marketing strategy. Retrieved from https://digitalmarketinginstitute.com/en-au/blog/5-ways-to-use-interactive-content-in-your-marketing-strategy

    Griner, D. (2018). After Trolling McDonald’s, Burger King’s App Was Downloaded 1 Million Times and Hit No. 1. Retrieved from https://www.adweek.com/creativity/after-trolling-mcdonalds-burger-kings-app-was-downloaded-1-million-times-and-hit-no-1/

    Mulcahy, E. (2019). Creative Works: the 20 most viewed ads of 2019. Retrieved 25 March 2020, from https://www.thedrum.com/news/2019/05/03/creative-works-10-the-most-viewed-ads-2019-so-far

    O’Brien, K. (2019). Burger King app lets users ‘burn’ rival fast food ads in exchange for free Whopper. Retrieved from https://www.thedrum.com/news/2019/03/20/burger-king-app-lets-users-burn-rival-fast-food-ads-exchange-free-whopper