Summary:
Consumer marketers in established industries have likely found themselves transitioning from heavy use of print advertising and marketing, to a much larger focus on digital channels.
See how a locally owned moving company took an underperforming PPC effort, revamped the process, and utilized a number of different PPC options to improve its key performance indicator -- cost-per-booked move -- by 60%, and achieve a 300% return-on-ad-spend, and increase revenue by 74%. continue...
Summary:
Email databases need regular upkeep to stay healthy. Sometimes, they need more names; other times, they need subscribers to update their information. Occasionally, they need both.
This case study explains how Expedia CruiseShipCenters added more than 100,000 subscribers to its email list and got nearly twice as many to update their profiles. See how the team designed the campaign to achieve both goals through viral tactics, email marketing and more. continue...
Summary:
New companies face many challenges, not least of which is building the initial customer base. That goal is even more important for retailers with a specialty product that appeals to a specific target audience.
This week's case study examines a customized children's book publisher and how it used mobile app advertising to quadruple its email database while reaching its desired market segment with a continually optimized campaign. continue...
Summary:
Mobile marketing is an increasingly effective way to increase foot traffic and interaction with customers, by combining the offline and online experience. This case study will look at a marketer that faced the challenge of having no employees at these locations to draw in people.
Redbox uses the mobile marketing channel to provide on-the-go customer service, and to help create an enticing reason to visit its DVD distribution kiosks. Find out how one 10-day promotion led to 1.5 million text messages and added 200,000 subscribers to Redbox's "Text Club." continue...
Summary:
Launching a product from scratch (in this case, a brand and company, as well) in a crowded marketplace with well-funded competition can be one of the most challenging marketing endeavors.
Find out how one travel industry startup launched its mobile app through a combination of high-touch customer support, social media outreach and traditional public relations, to make it to an app store's top spot in the competitive online travel industry category. continue...
Summary:
Mobile marketing is exciting, relatively new, and everyone seems to want to know more about it. It can be a great complement to other marketing efforts, but mobile marketing does have its idiosyncrasies.
This case study looks at a successful mobile program that takes all these elements into account. Find out how one company quickly grew its mobile subscriber base with a three-stage initial promotion, and how it continues to effectively reach out to that select group of customers. continue...
Summary:
For companies with more than one division serving different markets, clear online branding is a necessity. Confusion caused by landing on the wrong website can lead to dissatisfaction and lost revenue. Once online brand confusion becomes an issue, there is no single best path to correct the problem.
Read on to learn how one company with B2C and B2B divisions solved its online branding confusion with a fix based around its internal site search technology, and in the process helped its customers find the products they wanted even when accidentally visiting the wrong e-commerce site. continue...
Summary:
Online branding can be a challenge for many reasons. What works offline for companies with multiple divisions might not translate easily to the online world.
Find out how one business with both B2B and B2C divisions solved its online branding problem, reducing customer confusion and grabbing revenue that had been previously lost. There is not one easy, clear path once brand confusion sets in, but read on to see how one marketer worked through different options before finding a solution. continue...
Summary:
Neglecting consumer marketing in favor of trade marketing and promotions is going to have a negative effect on brand awareness.
Read on to find out how one wine brand used its first consumer marketing effort to reach customers with a fun and personal promotion, and generated more than 14,000 opt-in leads in the process. continue...
Summary:
When your industry is facing significant changes and uncertainty, the best course of action might be a counterintuitive approach to marketing.
Read on to find out how Toshiba America Medical Systems met the challenge of a healthcare industry in a state of flux, and a shrinking marketplace for its products. The result was a campaign built around its biggest annual show that focused on educating customers on the new healthcare market, rather than products and services. continue...
