As social media, over-the-top (OTT) content and other digital platforms gain increasing relevance in daily life, the need for an effective digital marketing strategy is increasingly clear.
Most industries have begun or are already well underway as far as embracing digital marketing either as a supplement to their existing marketing efforts or as a primary focus of new marketing campaigns. Some industries have seen considerable success as a result of their push into the digital marketing landscape.
To understand how these industries are seeing such significant benefits from digital marketing, it’s helpful to look at what the industries are and which demographics that service. This insight may help you in planning your own digital campaigns in the future.
It is little wonder that the entertainment industry is reaping the benefit of digital marketing.
Entertainment content not only serves as a significant influencer of public trends but it also is one of the primary types of content that is carried by digital platforms. Popular television shows and digital exclusives are a natural target for those within the entertainment industry, focusing OTT advertising efforts toward the portion of the viewing audience that is most likely to enjoy both the show they are watching and the entertainment content being advertised.
The entertainment industry is also well represented on a variety of social media platforms and uses multiple forms of social media advertising to capture the hearts and minds of consumers. The use of social media influencers and micro-moment targeting pairs well with the industry’s digital marketing efforts, providing it with a multi-prong approach to promoting show, movies and events that industry players hope that consumers will embrace.
Fitness & nutrition
The fitness industry generates approximately $80 billion each year and is still growing.
When you consider the target consumer for fitness and nutrition marketing and the primary ways in which the industry focuses its marketing strategies, it is easy to see why it is enjoying such a large return on its advertising spending.
One key to success for the fitness and nutrition industry is how photogenic its products and services are. The industry’s target demographics are those who wish to be in better shape and those who want to maintain the shape that they are already in. Marketing of products and services follows naturally from this, with bodybuilders and personal trainers being used in advertising and as influencers on highly visual social media platforms such as Instagram.
The marketing strategy focuses on the results that consumers wish to achieve, and the visual nature of it makes the advertising content easy for consumers to share as well.
Medical product manufacturers, clinics and other companies operating in the health and healthcare industry are increasingly turning to the Internet and streaming platforms as a major component of their marketing efforts.
This is a natural fit, given the frequency with which consumers turn to search engines to find out information about symptoms, medications and other health-related topics. Combine this with the popularity of social media communities focused around specific disorders or health topics and it would be a huge missed opportunity if a company in the industry didn’t have a significant digital marketing presence.
Many operating in this industry maintain both a strong social media presence and robust websites that consumers can turn to for additional information about their products and services. For many within the industry, digital marketing is focused more on SEO-fueled web content and targeted ads that get important information in front of those who are searching for it.
Retail goods & consumer electronics
The retail sector in general has invested heavily in digital marketing.
As more companies attempt to compete online and adopt either multichannel or omnichannel approaches to physical and online commerce, it is in the best interest of most if not all industry players to focus considerable effort into digital marketing success. Looking beyond the major retailers in the sector, however, the portion of the industry that is focused on retail goods for the home and consumer electronics is seeing strong returns from marketing on digital platforms.
These sectors of the retail industry tend to have a significant amount of competition in them, so companies are using digital marketing to set themselves apart. Both OTT and social media platforms play into their marketing strategies, putting ads wherever their target demographics are spending their time.
This broad approach allows products to more naturally follow consumers as they move across platforms, creating stronger brand associations in customers’ minds for the next time they intend to make a purchase.
Consumer products targeted at teenagers come from a multitude of sectors including consumer electronics, entertainment, health and beauty items, food items and even the automotive sector.
Given the amount of time that teenagers spend consuming digital content across various platforms, the companies that make products for this demographic focus a significant marketing effort on the platforms that teens most commonly frequent.
This approach serves as a wonderful example of how well a digital marketing strategy can be targeted at a specific demographic. These companies use precise targeting and a focus on the platforms that are most likely to have the teens the company makes products for. Influencers also play a large part in teen marketing, with popular teen personalities on various social media platforms providing an entry point to a company’s products for teens who otherwise might not be aware of the products. This creates a recipe for success for those companies, creating a significant return in the form of product popularity and increased sales.