Advertisements are changing and marketing in the digital age requires new skills. Companies are leveraging user-generated content, viral trends, and popular social media channels to reach their audiences in creative and engaging ways. Successful marketing campaigns require cutting-edge technologies like data analytics, artificial intelligence, and machine learning.
Professionals with a Master’s in Business Analytics apply predictive analytics methods to anticipate patterns, estimate potential outcomes, model scenarios for marketing concepts, and test the results of the campaigns to measure success. Discover a few of the most successful digital marketing campaigns and how marketers can learn from their success to improve their marketing efforts.
1. BetterHelps’ Want Ad
BetterHelp is a digital platform that provides direct access to mental health services. The platform offers online counselling and therapy services through a web-based portal, phone and text communication. In 2021, Better Help launched the “Want” campaign to promote the importance of men’s mental health. In this successful marketing campaign, a man delivers an impactful monologue about his life to the question, “What do you want?” The ad ends with the realisation that the man’s friend simply asked him what he wanted to eat. It ends with the catch-phrase, “Need someone else to talk to?”
Use data analytics to tap into market trends that you and your audience care about. BetterHelp recognised the gap in mental health services for men and used a viral video to reach 50% of the population in an impactful way. Descriptive analytics allow marketers to research their demographic to create an audience persona and predictive analytics allows marketers to forecast trends to build a relevant campaign.
2. McDonald’s McCafé Iced
Before digital marketing, out-of-home (OOH) campaigns typically referred to static displays like posters, billboards, and bus wraps. One example of how technology has changed marketing is evident in McDonald’s McCafé Iced campaign. In 2019, McDonald’s launched a digital OOH campaign that tailored its imagery and messaging to the local weather. For example, when it was 77 Fahrenheit, it would showcase a sunny background paired with a refreshing iced beverage, however, if it was a cold rainy day it would display a cosy image with a hot comforting drink.
Digital technology allows marketers to personalise marketing campaigns in ways that static ads can not. Marketers must use data to garner insights about their target audience; including geographical location, past purchases, online behaviour, and more. McDonald’s successful marketing campaign shows marketers the power of personalisation and how companies can reimagine OOH advertising.
3. Apple Shot on an iPhone
One of the greatest benefits of marketing in the digital age is the ability to connect with consumers and allow real people to share ads on their social channels. The tech giant Apple took advantage of this when it launched the “Shot on an iPhone” campaign. This campaign encouraged Apple iPhone users to share their personal photos and videos. This campaign was a win-win; it featured and credited content creators so they gained exposure and simultaneously advertised how high-quality the iPhone’s camera is.
Encourage your consumers to provide user-generated content by running contests that reward contributors with exposure, products, or even cash prizes. User-generated content is an excellent way to increase organic social shares and enhance brand awareness. It’s also a great way to advertise real people using and enjoying your product or service.
4. Dove Real Beauty Sketches Campaign
Dove’s Real Beauty campaign is one of the most iconic marketing campaigns of all time. In Dove’s “Real Beauty Sketches” video marketing campaign, an artist draws two sketches of a woman, one that she helped create and another described by someone else. In the sketches, the women appear more beautiful and like themselves in the image described by an outside person, compared to their self-image.
The purpose of the campaign was to let women know that they're more beautiful than they think. The video centred around the statistic that only 2% of women considered themselves beautiful. This video went viral and was viewed over 114 million times within a month, making it the third most successful shared ad of all time.
Connect with your audience emotionally. The most successful marketing campaigns are often inspiring, memorable, and emotive. Identify a real challenge that your target audience faces and use research and creativity to talk to your audience about this challenge in interesting ways that change their perspective.
5. Burger King’s Burn That Ad
With the popularity of mobile, brands started looking for creative ways to reach their audience where they hang out most – on their phones. In Burger King’s 2019 “Burn That Ad” campaign, customers used the Burger King app’s augmented reality (AR) feature to digitally burn competitor ads. A customer had to locate a competitor ad, take a video with their phone, watch the AR feature digitally burn up the ad, and then cash in their efforts for a free Whopper burger. This advertisement boosted downloads of the app, encouraged people to try the Whopper, and spread brand awareness across social media.
Digital marketers should make advertisements interactive. If your brand has a mobile app, provide incentives that encourage consumers to try your app. This campaign also teaches marketers that it’s okay to acknowledge the competition. Use business analytics to study the competitive landscape and point out what differentiates your brand.
Develop Impactful Marketing Campaigns With a Master's in Business Analytics
Technology has changed marketing and marketers are changing to keep up. If you’re interested in using modern tools to curate impactful brand stories for mass audiences, consider upskilling in a Master’s of Business Analytics.
Aston University’s Master’s in Business Analytics prepares students for digital marketing roles through practical business applications, real-life business experience with today's most in-demand technologies, and relevant case studies. The curriculum is designed to help students develop a clear understanding of the three types of data analytics – descriptive, predictive, and prescriptive. Students will learn to:
- Apply predictive analytics methods to anticipate patterns, estimate potential outcomes, and model scenarios for a range of business needs
- Use descriptive analytics to extract meaningful information from large amounts of data and visualise findings for ease of understanding
- Evaluate and Assess: Use descriptive analytics to extract useful information from large amounts of data and visualise findings for ease of understanding
- Guide business decision-making through prescriptive analytics that quantifies future outcomes with actionable data
- Develop as a Professional: Build necessary skills in communication, presentation, consultation, and business dynamics while also establishing leadership behaviours
The business analytics degree is relevant to multiple industries, including information technology, accounting and finance, business and administration, marketing, advertising, human resources, and sales
Named University of the Year 2020 by The Guardian, Aston’s proven excellence in higher education provides a reputable, modern learning experience that is constantly evolving with trends and technologies. Globally recognised by top accrediting bodies and independent rankings, our suite of distance learning programmes gives working professionals convenient access to quality coursework, esteemed academics, and an international network.