Great examples of digital marketing collated （数字营销的例子整理）.pdf

Confidential Digital Marketing Examples Great work Great examples of digital marketing collated from brainstorms and training workshops Summer 2005 CreativeS the monthly awards for the best in advertising digital strategy consulting - the knowledge transfer business Digital Strategy Consulting Ltd 1 Confidential Great examples of digital marketing The really successful digital campaigns are those that ride the wider trends in how marketing, media, technology and consumer culture are changing. On the IDM course we shared some of the trends we’ve identified, and these simple reminders show how different brands harnessed them. Integration through the customer journey British Airways • From your desktop straight to a seat on the plane. Their automated online check-in saves time for both you and them as well as saving on airport costs. • BA have also successfully woven offer based emails for their Executive Club members into sales strategy to offload spare inventory. LastMinute • Cheeky tube advertising (‘You want to take the Piccadilly line to Heathrow!’) acts as a powerful way of driving commuters to web based offers whether they’re on their way too or from work. Cancer Research UK • Their ‘race for life’ campaign uses many media to drive registrations online. Dell • Masters of the new networks, Dell invite you to browse online, get quotes by email and then pay over the phone. Integration between online and offline British