I would like to focus on two campaigns/ digital marketing success stories that impressed me:

Investopedia

Investopedia is a website that provides information on financial knowledge along with reviews,
ratings in a simplified format. It currently has more than 32,000 articles and a part of DotDash family,
an American digital media company that publishes write ups on various topics. It’s amazing content
fetches almost 33 million views per month.

Above table is a stalwart example of how content marketing can be the key to any digital success
story. With great references, authentic content and hub and spoke model of website architecture,
the website has a value of $72.4 million with 0 paid campaigns in google.

What amazes me the most about their marketing strategy have really good content and great
architecture that goes well with users and search engines. Their website is optimized in such a
manner that search engines can easily map their sight to the key words. The flow of content is
seamless and easy for user to access. For Example, once the topic of choice is selected the website
shows various sub- headings/ topics for the user to select from.

Once a topic is selected, it shows the list of relevant articles/readings below

Once the article that we look for is open, the website provides a clear contents table (with hyperlinks
leading to that sections) and starts with the introduction. Certain words (financial jargon) used in the
article are hyperlinked to other Investopedia links that explain that term /jargon. This internal linking
(anchoring) is greatly helpful for users in navigation and helps in reaching a better google ranking

Campaigns of IKEA:

IKEA prints over 200 million copies of catalogues each year. This fact proves how marketing is taken
seriously in IKEA. Their innovative campaigns have time and again been lauded by the experts. Below
are the few super interesting campaigns of IKEA:

Share Space: Co creating, using users to design their own product ideas

IKEA Home Tour: IKEA experts visiting homes / virtually help decorate the homes once a picture is
uploaded.

Buy with Time: For stores in difficult location and accounting for traffic, the prices of the items are
shown in time (using Google Maps Timeline to show how long it took them to get to the store). Ex:
Table costs 5 hours

First-59 program: Website focusing on enhancing the first 59 mins of a day by providing tips of how
to improve utility, comfort in bedroom and bathroom – majorly maintained by lifestyle bloggers.

Place in Your Room – AR to try out the IKEA furniture in their own homes
Their global operation and efficient use of various social media platforms have been very successful
for IKEA.

So, what’s the key Takeaway?

Understand the audience. We need to focus on customer’s wants and needs than pushing our
products. It is important to solve the core of the problem rather than just trying to make the product
look more attractive.

Content is the king. Content brings in more audience. Keeping the website updated with a good UI
and awesome content is important.

Usage of the right channels and usage of social media forums.

References:

https://www.investopedia.com/about-us

https://digitalagencynetwork.com/ikea-digital-marketing-strategy/