An example of Integration Internet Marketing campaign from India

Do Right campaign by “Tata Capital” is a good example of integrated marketing campaign on internet.

They included a dedicated Microsite along with blogging, Facebook, Twitter and Youtube to promote the campaign. And they did it exactly right. The campaign was mainly targeted to extend the brand proposition “We only do what’s right for you”.

Microsite: Tata Capital dedicated a microsite for the purpose, which was the central point for the campaign.  They published stories, blogs, Brand ambassador’s contribution on this website and introduced brand as well, hence capturing all the Do right activities on the microsite. http://doright.in/

Facebook: Tata Capital launched a Facebook app “Kids know best”. Where they invited kids to share their opinions on values and why should we follow them. The idea was to involve parents as well and spread the message that kids learn what they see. So, we elders need to do right things. It further emphasized brand proposition of Tata Capital as “We only do what’s right for you”.

Twitter:  They used twitter handle to generate awareness, facilitate sharing and inform others about the campaign.

YouTube: Lots of videos were uploaded on the You Tube stream of Tata Capital. YouTube was used as platform to launch the contents for the campaigns.

http://www.youtube.com/user/TataCapitalLtd?feature=watch

This integrated approach made the campaign quite successful. The campaign effectively spread the extended brand proposition.

Integrating offline and online media

How integrating offline and online media can help you run innovative campaigns? A perfect example is Coca cola wearable movie campaign “Put on a smile”. Coca Cola launched this campaign in 2013 and brought a fresh perspective into innovative campaigns area.

Starting from social media fans, company staffs and creative partners, they sent them all T-shirts with a Thank you note. Each T-shirt had a clipping of a movie printed on it.

Those fans and staffs were asked to wear those T shirts, take a photo and then share it with Coca cola. By collecting and combining all these images, Coca Cola made a movie, which they further promoted and shared across online platforms. They termed it as “Wearable Movie”.

http://www.youtube.com/watch?v=GvpGhAGMt-s

Following are the important takeaways:

• Story telling is a very good way to engage your audience and Coca Cola has mastered this art.
• Consumer engagement is a very good way to strengthen your brand equity.
• Integrating online and offline media provides an opportunity to run innovative campaigns.

I notice a following challenges in coming future as more and more companies will try to adopt the inbound strategy to satisfy the expectations of digital era.

Compelling content: As tough it is to make your website search relevant, tougher part is to create relevant content. Recognizing this challenge as well as the opportunity here, Coca Cola has come up with its 2020 vision through content marketing. They have coined “Liquid marketing”, the idea is to harness customer’s voice and to go for snowballing content generation.

Coca Cola Content 2020

Differentiation in the category: As in the coming future, all the brands will try to maximize their gain on internet marketing. They will try to connect to the customers and keep themselves differentiated from others in the same category. At the same time they should be talking similar and relevant to the product category to be noticed by the prospects. Therefore the style of communication will play an important role in near future.

Engagement verses Conversion: The focus will increase on conversions through engagement and association with the prospects. How to drive these prospects into consumers can be an important differentiating factor for a brand.