Hi Friends,
Here are some
marketing insights compilation of the brands in the market - via Social Media,
Blogs, Videos, Micro site, emails.
STARBUCKS
Starbucks was an early adopter of social media, and today
continues to use beautiful visuals to give customers the longing for a warm cup
of coffee. But aside from their photography, Starbucks’ Facebook page includes
a myriad of extra features including job postings, contests and even an
international app. Can’t get the latte out of your head? Next time you’re on
the go, test out the store locator embedded right in their Facebook page.
AMERICAN EXPRESS
The American Express OPEN Forum shows how a brand can expand
beyond a traditional blog to create a larger community. OPEN Forum exist to
help small business grow through original content and a personalized user
experience. Upon subscription, the blog prompts the reader to choose the focus
areas right for them, including productivity, leadership, growth opportunities,
and much more. Within each post, platform makes it easy to follow the author,
respond to the content, or dig deeper into related stories.
MICROSOFT
Who says B2B marketing has to be boring? Check our Microsoft
stories and prepare to be impressed. The first thing you’ll notice is visual
quality of the site. As opposed to following a blog template, each post is customized
with parallax scrolling, animated graphics and tedious illustrations. Beyond
the design, the writing is reminiscent of feature journalism, packed with
empathetic characters and a personal touch. Despite the immense resources of a
brand like Microsoft, this blog nevertheless sets a high bar for product
storytelling.
TESCO
Based in the UK, Tesco is an international grocery store
with a keen understanding of the helpful nature of inbound marketing. On its
blog, Tesco Living, Shoppers can find ideas and inspiration on topics ranging
from how to save money when you go grocery shopping to holiday craft ideas for
your pre-schooler. The navigability of the blog is an among its best features, with
a card user interface organized into six main categories. Click on a post to
find a how-to article complete with ample pictures and easy-to-follow
instructions.
HOOTSUITE
Successful B2B marketers know the power of the case study.
And especially for brands in the SaaS space, these success stories are often
necessary to share the customizable nature of the product for the user.
Hootsuite, creator of a social media management dashboard, uses video to
highlight their customer’s personality in each case study. Check out the series
on their YouTube channel to see an impressive example of each part of the video
process: Interviewing, production, editing etc.
PRUDENTIAL
Prudential shows that marketers of any company can excel
with an exciting multimedia approach – even if you main objective is to teach
people about retirement. In “The Challenge Lab ,” Prudential uses videos,
quizzes, and other interactive elements to debunk every excuse a millennial
might come up with to avoid thinking about retirement. As you explore
microsite, don’t be surprised if you too are reawakened to the significance of
your 401(k).
NETFLIX
Netflix has partnered with the Wall Street Journal Custom
Studios to create a game-changing piece of native advertising. In
Cocainenomics, a combination of breath-taking graphics, professional reporting
and multimedia features tell the gritty tory of the cocaine business. In
addition to being an impressive piece of journalism, Cocainenomics arrived just
in time to promote “Narcos”, a Netflix original series.
INTUIT
In the realm of B2B marketing, a solid grasp of data
visualization can be a make-it or break-it attribute. For an impressive example
of an infographic that not only displays data, but animates it, check ouf “Death
of the Office?” In this infographic, the UK division of financial software
company Intuit explores the growing trend of working from home and how that has
affected workplace culture.
SPOTIFY
Spotify’s emails the master the challenge of
personalization. The music streaming platform only sends emails when the
content will be helpful to the reader. By leveraging the user’s music
interests, Spotify crafts emails that make the recipient fell like they’re
being rewarded for listening to what they love. Plus, there are few better ways
to start your morning than to receive a personalized email from Spotify saying
one of your favourite bands has released a new album.
AIRBNB
Airbnb’s email personalisation strategy is based around anticipating
customer needs. The vacation accommodation site tracks your search history and
lets you know when additional rentals become available that you might be
interested in. As show above, you’ll also receive perfectly timed emails suggesting
you take the time to relax and recharge. Each email fits into their overall
marketing campaign, #BelongAnywhere – helping customer feel at home anywhere
they might explore.
Do let me know your thoughts around branding.
