This section provides case studies that relate to the main Articles so that you can see how certain technologies and online marketing techniques have been used in a commercial environment.
The battle for top spot in Technorati’s Top 100 blog list is practically non-existent. Week after week the position is occupied by the US-blog-turned-news-website, The Huffington Post.
The Huffington Post launched in 2005 aiming to provide a commentary outlet for liberal viewpoints. What started as a project for a few enthusiastic writers is today a social hub with, according to the co-founder Ariana Huffington, an active community of over 20 million web users.
Referred to as ‘the Spotify for movies’, on-demand video service, Voddler, is being pioneered in Scandinavia.
Already around 400,000 Swedes are streaming free videos via Voddler, and the service is reported to be taking on Norway, Denmark and Finland this year. Deals with Disney and Paramount accelerated the success story last October, giving Voddler the access to thousands of their titles.
A new website has helped leisure vehicle specialist Geist Direct to transform its business model , move to bigger premises, take on more staff and attract customers from across the world.
People from as far away as Australia and New Zealand are now using the site – at www.geistforlife.com – to browse a range of motorhomes and caravans before travelling to Geist’s flagship site in Birtley to buy a vehicle and set off on their trip of a lifetime.
Some companies have managed to effectively exploit the huge popularity of social networking tools in their marketing strategies. Some have tried bravely, but failed miserably. We have listed a few examples in trying to outline what works and what doesn’t.
Financial news website, Big Money, has listed the top 50 brands making best use of Facebook in 2009. Various different metrics such as number of fans, page growth, frequency of updates, creativity and fan engagement were used to draw it up.
Kia Motors (UK) needed a stunning new website that embodied their brand promise the ‘Power to Surprise’ – and turned to digital specialists E3 to help.
The site had to persuade users to reassess their preconceptions of the brand and create desire for the cars. Combined with this, the site needed to deliver maximum sales during extremely tough trading conditions.
E3 persuaded Kia that digital marketing directly influences car buying behaviour. Rather than cutting back their budget, Kia decided to increase their online spending.
Although countries across the world exercise internet censorship in some form, the main attention is undoubtedly geared towards China.
And rightly so, say human rights organisations.
Amnesty stated on its website: “China operates an extensive censorship policy which includes filtering specific key words and politically sensitive subjects, which result in the blocking of specific internet results, as well as the complete blocking of a large number of websites, including human rights websites such as Amnesty International’s, considered politically sensitive by the authorities.”
Exciting online campaign meant entire print run was cancelled.
The National Osteoporosis Society had a challenge – to educate children and their carers to recognise the importance of maintaining a healthy lifestyle to build stronger bones while young.
E3 had to create an exciting online campaign and interactivity was a must.
We had a look at some of the last year’s successes in digital marketing. What did they do to stand out and engage the audience? And how was social media used successfully?
Digital marketing agency Mobious was awarded for their campaign for Carling at the Northern Marketing Awards 2009.
The Telegraph Media Group is embracing cloud computing in a big way.
Speaking at Salesforce.com’s Cloudforce event in London earlier this year, CIO of the Telegraph Media Group (TMG), Paul Cheesbrough, said the company is looking to move as much of its back office IT into the cloud as possible.
With around 50 per cent of TMG’s back office systems now being hosted on the internet, Cheesbrough added: “We would like to get that much closer to 100 per cent so we can free up resources.”
Media companies are all too familiar with programmes and events sending huge spikes in traffic. This has prompted the team at digital agency Monterosa Productions to use Amazon’s cloud service to host The Apprentice Predictor, which is kept running through each episode of the show so fans can predict who will get fired.
The company previously used the same service for the BBC’s Visual Radio trial in January, through which listeners could see Chris Moyles at work and interact with him through messaging and polls. Monterosa is also developing the next version of the BBC’s fantasy football-style Celebdaq game in the cloud and expects to use Amazon’s service during peak traffic.
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