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