As I have said earlier in my blog, Online is getting bigger and deeper day by day. The amount of time we spend online is startling. There is Facebook, Orkut, Yahoo, Rediff, Hotmail, Youtube, now a days we shop online, share our views on blogs, we tweet. There are so many things to do Online.
People have built their brands through this medium. There are many mediums to market the brand but the most effective and cheap medium is Online.
But you need to know the trick to market your story or your product or your brand or your resume or anything else; few people know how to use it, many don’t.
What if you are Sony or Dell or Michael Jackson or Steve Jobs or Lindsay Lohan ? You name the medium and you have that, you can market it through every possible medium.
PR, Print, Outdoor, Internet, TV, In-films and there are multiple options as well.
But the problem arises when you are not a biggie, if you are a common man, don’t have the money to spend on these mediums. But you have a remarkable product or a brand.
What you will do, How you will market it ? Which option you will use ?
Online is the one.
You can reach to millions of people around the globe, but the point is why they will waste their valuable time and look at what you are telling them to look at.
Is there somthing interesting for them ? is it unique ? something innovative, something which they have never seen, something which makes them enjoy, something engaging…. It can be completely wired but the story should be convincing enough for the person to read it or see it.
There are few companies who have promoted their product or brands or themselves through online and they have succeeded in it.
I would like to share few online marketing case studies coz they are easy to understand.
Burger King –‘Whopper sacrifice’ is a Facebook tool where users have to de-friend people from their friend list in return for a free burger. At the end of the campaign, there were a total of 233,906 users who found themselves dropped from their friends’ friend list.
Blend Tec –‘Blend Tec’ makes different types of blenders and these blenders can be used to make stuff like cappuccino, milkshake, making whole vegetables and fruits juices, grating cheese, chopping onions and much more.
They came out with videos called ‘Will It Blend’, The videos feature Blendtec CEO Tom Dickson liquefying a range of items that are divided into the “Try this at home” and “don’t try this at home” sections. In ‘don’t try this at home’ section features some unusual items that portray the power of the blender from 50 marbles to handful of golf balls to a new iphone .
After being released on YouTube the videos exploded, receiving over 1.7 m views. The traffic to the company’s website, with Alexa ranking jumped to 108,000 spots in the end of 2006.
BMW: ‘BMW FILMS’ BMW assembled a cast of A-list directors and actors & developed scripts within the basic framework of having a central character that helped people through difficult circumstances using deft driving skills—in a BMW.
Of course it’s BMW so the production cost was super high but promoting videos was almost free.
More than 10 million films have been viewed from BMWFilms.com.Nearly 2 m people registered on the site, with 60% of those registrants opting to receive more information via e-mail.
Sunsilk: ‘Sunsilk Gang of Girls’ – India’s first girl online community website. The website has digital makeovers, group blogs, talent shows, job discussion board for girls, chill out zone and many such things.
- Hindustan Lever claims 2,500,000 registrations to Gang of Girls site
- 25,000 girl gangs,
- 200 million hits,
- 12-13 million page views every month.
- The concept got re-launched for rural parts of India as “Sunsilk Saheli”
You might be aware of these online marketing campaigns, they are unique in their own way, at least they were when they got launched.
Like these campaigns (ones which I shared with you). Before few days, I came across one of the finest online marketing campaign done by a guy called Juan Mann, a man whose sole mission was to reach out and hug a stranger to brighten up their lives. And his campaign name was ‘Free Hugs Campaign’.
To read about Free Hugs Campaign visit: http://www.freehugscampaign.org/
The video which is shown on Youtube is simply amazing and worth watching. In this age of social disconnectivity and lack of human contact, the effects of the Free Hugs campaign became phenomenal.
The concept is so unique that it got more than 52,000,000 viewers on Youtube. and the guy got a chance to meet Oprah Winfrey. What else you want…
Online is huge and has billions of users, we just have to know how to use it. If we know how to use it, we can build our product or brand only through this medium.
I hope you guys got an idea of Online marketing and seriously speaking this guy has done nothing great. He has taken our idea and gave an english name to it. Munna Bhai use to say it ‘Jadoo Ki Jappi’ Mr. Juan Mann has said ‘Free Hugs’. 😉 it’s always the other way round though.
Have a look at the video, I loved it and am sure you will like it too…