The State of Digital Business
A pleasure and an honor to feature today a guest contribution by an esteemed friend: Ana Andjelic (follow her @andjelicaaa).
As we start 2013 armed with new marketing budgets and campaign plans, it may be a good idea to stop and assess brands’ digital efforts in the past year from the business growth perspective. What do Evian Smart Drop, Tesla cars and Hellman’s mayonnaise have in common? They all moved away from digital media as a communication channel and towards them providing a new business opportunity for their brands. Either by focusing on human behaviors, sustainable growth or on generating new revenue models, smart digital marketing campaigns managed to create, deliver and capture consumer value and turn it into business value for brands. Here’s the overview of best efforts from the past year. Enjoy.