6 Brands With The Best Digital Marketing Strategies | 2022 (2022)

6 Brands With The Best Digital Marketing Strategies | 2022 (1)

6 Brands With The Best Digital Marketing Strategies | 2022 (2)

Written by Dan Barraclough

Updated on 18 March 2022

On this page

  • ASOS

  • Netflix

  • Nike

  • Airbnb

  • Tesco

  • Innocent

  • Spotify

  • Next steps

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While the initial wave of COVID-related lockdowns is a distant memory, the pandemic forcing us into our homes and away from physical businesses is a lingering result that doesn't seem to be going away for quite some time. This has turned digital marketing from a possible afterthought into a must-have for any business.

Your digital marketing strategy involves using different marketing channels to achieve your business goals, whether that's through social media, website adverts, or email marketing. The channel you choose, the angle you take, and the type of content you produce are all part of your digital marketing strategy.

Below, we’ll share with you some inspiration-worthy marketing campaigns from well-known brands, and explain how your business can emulate their strategies in order to grab the world's attention and grow.

In the meantime, if you're looking for ways to up your business's game, you might be surprised how affordable digital marketing support can be.

We've created a free-to-use quote-finding tool that lets you tailor digital marketing pricing information to what your business needs. By taking two minutes to answer some questions about your business, you'll be able to see exactly how much various digital marketing support would cost you — it's what we'd recommend to help your business keep up with the ‘big fry' brand below!

1. ASOS

UGC (user generated content)

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Founded in 2000, ASOS has since become one of the trendiest names in online retail, shifting over 300,000 dresses and 85,000 men’s shirts every week, to 18.4 million active customers from around the world.

How has this British brand become such a pioneer for online fashion? It comes down to its digital marketing strategy – compared to its competitors, ASOS is cut from a different cloth when it comes to attracting visitors, sales, and brand awareness.

ASOS has been so successful because it knows its audience: millennials. And ASOS knows that 90.4% of millennials use social media, and that the average person spends just under two and a half hours per day browsing social channels.

One of the brand’s best social media campaigns involved UGC (user generated content). ASOS asked its Instagram followers to share their favourite ASOS outfits online with the hashtag ‘#AsSeenOnMe’, with the opportunity of being featured on the ASOS social media channels in return.

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ASOS created an interactive campaign which created a huge brand buzz

This strategy ticked all the boxes – there are currently 1.84 million posts with the #AsSeenOnMe hashtag – showing that small businesses should think about using UGC. Encouraging your audience to share content not only fosters brand engagement, but also results in free advertising – two of the biggest reasons why the #AsSeenOnMe campaign got such positive results.

2. Netflix

Personalisation marketing

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There’s no chill when it comes to Netflix’s marketing strategy – this brand is always on the ball when it comes to the latest shows, trends, and memes. Netflix, with its ever growing audience of 140 million worldwide subscribers, is the leader of customer retention.

How does Netflix keep customers interested? It gets personal.

Personalisation marketing is an effective way of cutting through the noise. In fact, 91% of consumers say that they're more willing to engage with businesses that provide offers directly to them. Not only does Netflix personalise to perfection, it doesn’t pressure its customers too much, either.

By this, we mean Netflix doesn’t bombard subscribers with suggestions. It knows that online consumers are more likely to respond to one, relatable email rather than a bucket-load of non-specific content. As a digital marketer, you should always stagger your emails to get staggering results.

Netflix sends highly personalised emails and push notifications that are easy to read, with a clear CTA (call to action) button – which usually just says ‘Play’. For example, as a Netflix customer, you’ll receive an email that recommends a film based on your previous choices, while addressing you by your first name.

Just remember, personalisation is key when it comes to successfully communicating and connecting with your customers.

(Video) 6 BEST Digital Marketing Tools to Grow Your Business Online

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Netflix sends simple, but personalised, push notifications to get the best results

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3. Nike

Chatbots

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Do the sportswear giants just do it when it comes to marketing? Definitely not – Nike takes great care and thought over its digital campaigns. It’s produced some brilliant adverts over the years, but one of our recent favourites involved an AI (artificial intelligence) bot.

In 2018, Nike partnered with Facebook Messenger’s chatbot platform, Snaps, in order to promote its Jordan brand. The bot’s purpose was to deliver content from the latest Jordan blog, newsletter, and website, to Nike’s Facebook followers via Messenger.

Users could interact with the Jordan bot about the latest releases, and they could even customise the times they received notifications. This strategy was a huge success, with the brand claiming it saw open rates of 87%, which is enormous compared to the usual measly 21.33% open rate for emails for all industries.

Why are chatbots effective? It turns out that consumers just love them. A recent study by Convince and Convert found that ‘24-hour service’ is the number one benefit of chatbots. This means consumers want instant responses, which is something chatbots can deliver. Perhaps it’s time your business had a chat with an AI developer, too?

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Nike Jordan teamed up with Facebook Messenger's chatbot to give users a unique shopping experience

4. Airbnb

Social influencer marketing

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Having built a huge community of renters and hosters – approximately 150 million active users – Airbnb is now one of the highest flying names in the travel industry. The key to Airbnb’s success has been through building trust, which has primarily be achieved through social influencer marketing.

With 1 billion active monthly users on Instagram, this social media platform is ideal for influencer marketing given the amount of celebrities that use the platform themselves.

Airbnb has partnered with many famous names in order to generate a buzz and brand awareness. In 2015, Mariah Carey shared an Instagram post of herself in an Airbnb property which gained over 45,000 likes, which was the travel brand’s first of many influencer posts.

More recently, Airbnb announced 600,000 new dog-friendly properties in celebration of national dog week in the US. To announce this, Airbnb partnered with Marnie the Dog – a four-legged Instagram celebrity with over 1.3 million followers – and posted a video of her staying in a luxurious mansion.

By aligning itself with famous celebrities, Airbnb will always been associated with the luxurious lifestyle, and therefore with high quality. When it comes to brand success – or indeed failure – celebrity association can be a real driver.

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6 Brands With The Best Digital Marketing Strategies | 2022 (10)

Airbnb used an ‘Instagram famous' dog to create awareness for its new dog-friendly properties

Does your brand need more success online? You should consider starting, or revamping your current digital marketing strategy – that’s where a digital marketing agency help. We can match your business with some of the smartest digital marketing brains in the country to suit your unique needs. Keen to get involved? Simply tell us a little bit about your business, it only takes a minute.

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5. Tesco

Segmentation

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For this supermarket giant, every little bit of customer data helps with its digital marketing strategy. In 1994, Tesco introduced the Clubcard, which revolutionised the loyalty programme industry. There are now 16 million active Clubcard members, and Tesco uses the data collected by these loyalty cards to send segmented, or ‘targetted’, emails.

Segmentation in marketing involves separating your audience into different groups, based on things like demographics, buying behaviour, and geographic location, allowing you to send personalised content to that specific group.

Recently, Tesco has been using Clubcard purchasing history information to identify families, in order to send healthier recipe suggestions – based on what the family has bought previously – and other targeted content like deals and discounts.

Why should your business bother with this? Like many successful brands, Tesco takes advantage of the fact that segmented emails increase open rates by 39%.Email marketing software company Mailchimp also found that segmented emails saw 65% higher click rates than non-segmented emails.

Tesco sends targeted emails to ensure its customers receive personalised information

In order to build a brilliant email campaign, it’s vital that you make the most of your customer data. You can segment your audience in many ways: you could send tailored content to customers with different interests, locations, or recent activity.

6. Innocent

Digital content marketing

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Digital content marketing isn’t always smooth sailing, but Innocent has seen some fruitful results from its clever digital marketing strategies. Acquired by Coca Cola in 2013, the smoothie brand has become well known for its highly interactive, quirky, and current content.

Innocent uses interactive media including quizzes, questions and competitions to build awareness and foster customer engagement. One of our favourite examples is this ‘blue-o-meter’ from 2019 – it cleverly turned January’s Blue Monday phenomenon into a funny, shareable piece of content. Check it out below.

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(Video) 35 Minutes of Marketing Strategy You Can Start to Use Today | Sage Summit 2021

Innocent consistently creates clever content on social media

Using a human voice – that is, a non-corporate tone – Innocent has been able to consistently create relatable and relevant content across social media. It’s always on the ball with seasonal events and current affairs, which gives the impression that the brand is contemporary, fresh, and up to date – everything you’d want from a smoothie!

When developing a digital marketing strategy, it’s important that your business stays ahead of the latest trends, which should mean that you’ll stay ahead of your competitors.

7. Starbucks

Time-sensitive marketing

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No one likes having FOMO (fear of missing out), so if you can instil a sense of urgency into your customers, it's a great way of making sure people act on opportunities that they might otherwise leave and then forget about.

It's very rare for a business to not have time-based elements to its business model. Whether it's sales, limited stock, or a special offer, most businesses will be able to think of something that will light a fire under potential customers. Look below for an example from Starbucks, advertising a limited-time offer on a seasonal drink.

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Starbucks pushes time-sensitive information onto its customers

You don't want to push this too far though. Imagine if every marketing email you received felt like a ticking time bomb – when everything is urgent, nothing is. However, it's a great way of making an occasional email come with an added bit of urgency.

If you're offering a special deal, or having a sale, then being slightly aggressive with your “don't miss out!” messaging is a great way to make your emails a bit more enticing.

Next steps

The pandemic has turned an online presence from a benefit into a necessity for any business. Screen time has skyrocketed, and this means you need to compete for this screen time with hundreds of other businesses.

There is a benefit to this though. Businesses all have the same footing when it comes to digital marketing. Not every business can afford a billboard, but every email or social media post carries the same amount of weight and potential.

If you spend some time thinking about what your audience would like to see, which channels will help you cut through the noise, and what message you’d like to put across, then maybe your business will make it on this list in a few years’ time.

Don’t have the time or energy to do all that yourself? That’s understandable. A professional digital marketing agency can do all the legwork for you, while delivering high quality marketing results. To get onboard, all you have to do is tell us about your business requirements, wants, and needs, and you’ll receive tailored quotes from top agencies. And it’s free!

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Dan’s a Senior Writer at Expert Market, specialising in digital marketing, web design, and photocopiers, amongst other topics.

FAQs

What are the 6 marketing strategies? ›

The building blocks of an effective marketing strategy include the 6 P's of marketing: product, price, place, promotion, people, and presentation. The effective integration of the 6 P's of marketing can serve as the foundation for an effective growth strategy.

What are Coca Cola's marketing strategies? ›

Promotion. Coke aggressively markets its product lines through advertising across multiple mediums and channels, including TV, online ads, sponsorships, etc. Coca-Cola's sponsorships include NASCAR, NBA, the Olympics, American Idol, etc.

What is brand strategy in digital marketing? ›

What Is a Digital Brand Strategy? Brand strategy is all about developing a unique identity that distinguishes your business from competitors, using brand positioning and awareness to build customer loyalty. Digital strategy is all about the assets, tools, budgets, etc. that it takes to make this happen.

What is an example of a company that does the best marketing? ›

10 companies with insanely great marketing
  • COMMENTARY Marketing is like sex -- everyone thinks they're good at it. In reality, of course, very few really get it. ...
  • Apple. Apple (AAPL) stands as the one technology company that truly gets marketing. ...
  • Nike. ...
  • Geico. ...
  • Budweiser. ...
  • FedEx. ...
  • Southwest Airlines. ...
  • IBM.
17 Feb 2012

Why is Nike so good at marketing? ›

By offering more products to more people, in more markets than any other sports company, they are able to capture a far greater market share of the market than any other company. Like most leaders in the market, Nike values the consumer and the importance of providing a quality product.

What is the people in the 6 Ps of marketing? ›

Here are the Six Ps:

Products/Services you offer. Price. Place (where/how you sell them) People (your target markets, staff, and competitors)

What are the 7 strategies of marketing? ›

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.

What is process in the 6 Ps? ›

Processes are the supporting operations behind each Ps. Process can apply to both direct and indirect activities of customer purchase. Process can start from Manufacturing your product with the right suppliers to your Customer service process when a customer demands a refund.

What is the marketing strategy of Nestle? ›

Nestle's marketing strategy, with its five key pillars, focuses on building and showcasing expertise in nutrition, health & wellness to help people live happier and healthier lives. The idea is to bring innovative and affordable products to meet the needs of modern consumers wherever they are in the world.

Why are Coca-Cola ads so successful? ›

Experience. A significant part of Coca-Cola's success is its emphasis on brand over product. Coke doesn't sell a soft drink in a bottle; it sells “happiness” in a bottle.

What is brand strategy with example? ›

A great example of their branding strategies is their “Think Different” campaign. They realized that their customers wanted to be great, innovative, game changers and different. They knew that their competitors were strong and could deliver good quality products, so how can they convince their customers to choose them?

Why brand strategy is important? ›

Eye-catching, meaningful, and memorable brand elements foster greater recognition and connection among customers. Over time, this relationship develops into one of trust. Branding strategy is the catalyst by which customers understand, purchase, and eventually come to rely on a particular company or product.

Which is the brand name? ›

In its simplest form, a brand name is a form of a signature that gives credit to the creator of a particular work or service and sets it apart from those created by others. Two of the main purposes of brand names are: Identification: To differentiate a particular product or service from other like or similar brands.

What is one brand that does marketing well and why? ›

Coca-Cola is a great example of a brand that's well-known for its international marketing efforts. Though a large corporation, Coca-Cola focuses on small community programs and invests a lot of time and money in small-scale charity efforts.

What is the marketing strategy of McDonald's? ›

McDonald's uses a value-based pricing strategy and strives to provide value to its customers across the menu, and also offers a $1-3 menu. In essence, their goal is to keep prices as low as possible.

What are 5 branding strategies give some examples? ›

Here are five different types of branding strategies your company should consider.
  • Company Name Branding. Well-known brands leverage the popularity of their own company names to improve brand recognition. ...
  • Individual Branding. ...
  • Attitude Branding. ...
  • Brand Extension Branding. ...
  • Private-Label Branding.
6 Aug 2018

What is adidas marketing strategy? ›

The brand works to create excitement and enthusiasm around the world of sports on a personal and relatable level. They use multiple outlets, including social and retail, to converse with their customers. Likewise, Adidas strives to be everywhere its target audience is to deliver a unified and unique experience for all.

What marketing strategy does Nike use? ›

Nike implements both value-based and premium pricing strategies to price and sell their products. Value-based pricing uses consumer perception to determine the maximum price consumers are willing to pay for their products.

What does Nike stand for? ›

Nike. In Greek mythology, Nike is the Winged Goddess of Victory. The logo is derived from goddess' wing,'swoosh', which symbolises the sound of speed, movement, power and motivation.

What are the 6 ps for purposeful selling? ›

If you are in sales and you are finding your prospects do not want to spend time with you or your colleagues do not want to support you, it may not be just because the product you are selling is no good! So, this is my take on the 6 Ps of selling: Product, Prospects, Process, Passion, Persistence, People.

How does marketing help your product or service? ›

Marketing helps to boost the sales

Marketing is one way to give information to consumers. This way, consumers will have a basic idea of what is your product all about. They will also know the benefits of buying your products. Marketing educates many people about a certain product.

What is the 4 C's in marketing? ›

The 4Cs to replace the 4Ps of the marketing mix: Consumer wants and needs; Cost to satisfy; Convenience to buy and Communication (Lauterborn, 1990). The 4Cs for marketing communications: Clarity; Credibility; Consistency and Competitiveness (Jobber and Fahy, 2009).

What are the 5 C's of marketing? ›

The 5 C's of Marketing Defined. The 5 C's stand for Company, Collaborators, Customers, Competitors, and Climate. These five categories help perform situational analysis in almost any situation, while also remaining straightforward, simple, and to the point.

What are the 4 types of marketing strategies? ›

The four Ps of marketing: product, price, place and promotion.

What is 7 marketing mix? ›

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.

How does marketing affect business? ›

A well-defined marketing strategy leads to an increase in the business sales and marketing. This directly impacts the revenue generated as the more you reach out to people, the more they reach out to your business or brand. Of course, the marketing of a business is directly related to the sales it generates.

What is the marketing strategy of Samsung? ›

What Is Samsung's Marketing Strategy? Samsung's marketing strategy focuses on developing new innovative products that are supported by strong branding and promotional campaigns.

How do Samsung promote their products? ›

Samsung promotes its products in a variety of ways ranging from attending the relevant trade fairs for each of its products, to providing print brochures, posters and specification sheets. Information about products is also available on Samsung's website and via brochure lines.

Why is Apple brand so successful? ›

Apple's success lies in a strategic vision that transcended simple desktop computing to include mobile devices and wearables. Both performance and design are key drivers of the Apple brand and its ongoing success.

What is the marketing strategy of Unilever? ›

Unilever's strategies for competition in global markets

The strategy involves marketing of brands in local environments and maintaining the supply of similar products in these regions. The company also applies this strategy to produce new brands for marketing in different regions all over the world.

What is Red Bull marketing strategy? ›

Red Bull's messaging strategy revolves around its tagline, “Red Bull gives you wings.” It focuses on the idea that its product gives people the “wings” or energy they need to do whatever they want when they want.

Who are Ford target customers? ›

Target Markets

FORD Motor Company designed as the new model FORD FIESTA is target to young people and ladies. The young people that the organization focuses on 18-25years old which are teenagers and ladies with average income can affordable to purchase the cars.

How has Coca-Cola used digital marketing? ›

Coca-Cola promoted the games by marketing them through sites such as Buzzfeed, Vevo and Twitter, and also challenged people to create their own mini-games to be included on the Ahh Effect domain. There were 61 different games in the campaign, each designed to cater to the short attention span associated with teenagers.

How is Coca-Cola a strong brand? ›

From their product packaging design, to the content they continually produce, Coca-Cola as a company and brand constantly strives to put their creative foot forward. In Coca-Cola's content marketing strategies, the brand aims to surprise and inspire the masses, turning viewers to fans to devoted consumers.

Why is Coca-Cola so popular around the world? ›

Through skillful advertising efforts, Coca-Cola is widely recognized as a symbol of American culture through its influence on politics, pop culture, and music around the globe. Important stats to know about The Coca-Cola Company: Owns 43.7% of the US carbonated soft drinks market. Generate $33 billion in sales each ...

What is a brand example? ›

What Are Brand Examples? Although brands are generally intangible, we often associate things like products and names with brands. Examples include Apple, Nike, Coca-Cola, Advil, and Tylenol.

What is the best branding strategy? ›

9 success factors of any good brand strategy
  1. Target audience knowledge. ...
  2. Strong unique value proposition. ...
  3. Passion is observable. ...
  4. Out-of-the-box thinking. ...
  5. Consistency. ...
  6. The brand's objective comes first. ...
  7. Exceptional brand slogans (or taglines) ...
  8. The brand always provides value.
15 Aug 2017

What is a new brand strategy? ›

New Brand. The new brand strategy means developing a new product line and a brand that would be associated with it. The product line needs to be outside the scope of the current brand offering, that's why it requires a new brand.

What makes a brand successful? ›

Have a distinctive personality that is appropriate for your target audience. Be consistent in its messaging and design, reinforcing the position, promise and personality at each touch point. Demonstrate the value that your company provides for the customer, and how that value is created.

What makes a great brand? ›

Strong brands value meaningful customer experiences, authentic brand promise, and engaged employees. These three elements are what make strong brands attract customers and thrive.

What is brand plan? ›

The Brand Plan unites functions such as marketing, sales, product development outlining what each group needs to do for the brand to be successful, while setting goals that operations and finance need to support.

What was the first brand? ›

In 1876, its red-triangle brand became the first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885.

What are the 9 types of brand names? ›

The nine types of company brands and what to do about them
  • Disruptive brands (e.g. Virgin) ...
  • Conscious brands (e.g. Patagonia) ...
  • Service brands (e.g. Ritz Carlton) ...
  • Innovative brands (e.g. Apple) ...
  • Value brands (e.g. IKEA) ...
  • Performance brands (e.g. AmEx) ...
  • Luxury brands (e.g. Mercedes-Benz) ...
  • Style brands (e.g. Target)
19 Dec 2019

How many brands are there? ›

A brand is a name and/or a symbol that uniquely identifies a seller's goods or services in the market. Nielsen Media Research lists more than 500,000 brands worldwide in more than 2,000 product categories.

Why is Red Bull marketing so good? ›

The Marketing strategy of Red Bull is a combination of high quality content across all digital channels, sponsorships of extreme sports that drives brand awareness and word-of-mouth, Guerrilla Marketing, a humoristic advertising approach, as well as powerful and consistent branding.

How does Airbnb use digital marketing? ›

Airbnb uses email marketing strategies to engage clients who log in to the Airbnb site to view the city they prefer to visit but fail to book, targeting them with emails to change their mind. The personalised email caption attracts the users and grabs their attention.

What is Amazon digital marketing? ›

Amazon marketing is the process of promoting your brand and products on Amazon. Marketing on Amazon can include ad campaigns, search engine optimization, monitoring reviews, and answering questions.

Why is brand promotion important? ›

It educates the customers about the quality, quantity, price, use, and availability of their branded products. It saves the time and effort of the customer in making a purchasing decision as they are well informed.

What does Red Bull stand for? ›

He chose the imagery of the bull because of its power, the color red for perseverance, while the sun in the background symbolized energy. The drink was a success throughout Asia and Mateschitz saw the potential to take the drink global. Image Source: First We Feast.

What is Red Bull slogan? ›

Its slogan, "Red Bull Gives You Wings", is one of the most popular and memorable advertising slogans in the United States.

What is the marketing strategy of McDonald's? ›

McDonald's uses a value-based pricing strategy and strives to provide value to its customers across the menu, and also offers a $1-3 menu. In essence, their goal is to keep prices as low as possible.

What is the marketing strategy of Samsung? ›

What Is Samsung's Marketing Strategy? Samsung's marketing strategy focuses on developing new innovative products that are supported by strong branding and promotional campaigns.

What is the marketing strategy of Nestle? ›

Nestle's marketing strategy, with its five key pillars, focuses on building and showcasing expertise in nutrition, health & wellness to help people live happier and healthier lives. The idea is to bring innovative and affordable products to meet the needs of modern consumers wherever they are in the world.

What is Spotify's marketing strategy? ›

Recap of Spotify's Marketing Strategy

They create emotional advertisements to persuade people to subscribe. They made strategic partnerships (with publishers and music labels) to increase their brands global reach. They leverage user data and machine learning to create a seamless customer experience.

Why is Airbnb good at marketing? ›

Referral Programme. Airbnb has a comprehensive referral programme that gives community members rewards for inviting new users to the platform. This marketing tactic helps the brand expand its pool of customers through existing users, reducing the high cost of customer acquisition.

What is the strategy of Airbnb? ›

The aim of its product strategy is to connect travellers with hosts who provide accommodation through its online platform. It provides a variety of options to choose from, right from choosing just one person room to booking an entire place.

How does Apple use digital marketing? ›

In Apple marketing, there is no type of information on where and how to buy the products in detail. Instead, the ads and other marketing messages are very straightforward — typically showing the product and letting it speak for itself.

What is an example of digital advertising? ›

Social media ads appear on social media platforms like Facebook, Instagram, Snapchat, Reddit, LinkedIn, etc. These ads can be display ads, native ads, video ads, audio ads, remarketing ads or mobile ads.

Are TV ads digital marketing? ›

Connected TV and OTT are particular examples of digital devices. As their audiences are involved in websites and applications using smart gadgets with the connection to the Internet. Moreover, the number of CTV users is increasing every day; that is why TV ads are worth being a part of your marketing strategy.

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