If you've paid attention to the marketing landscape in recent years, you've likely noticed innovation is the name of the game. Marketers and business owners who fail to monitor the latest trends will quickly fall behind. Thanks to social media and email, it's easier than ever to blast a marketing message to customers. However, that's created an environment in which the average customer sees up to 10,000 brand messages each day.
What does that mean for your business? If you want to be heard, you must remain competitive. Below are 20 companies that are at the top of their game when it comes to marketing their products or services.
The internet has changed dramatically since BuzzFeed launched in 2006. In 2014, the company shifted its focus from drawing customers to its own site to posting content across approximately 30 different global platforms. By 2017, that had resulted in a global audience of 650 million.
Meal subscription service Blue Apron has always taken a unique approach to marketing, using a combination of content marketing and traditional ads. The company recently tried to appease its investors by cutting marketing; as a result, its customer base dropped, showcasing how effective its combined efforts had been.
Pixelz markets to content writers and thought leaders, validating why they should be included in articles like listicles that gain credibility and awareness with their target audiences. For example, the photo-editing brand was included on a recent list of best photo-editing tools for Webbiquity, a known site where buyers get advice on the best products available for their business needs.
Budweiser has long been known for its attention-getting marketing and advertising. Recognizing the power of experiences, the company partnered with AnyRoad to help measure and optimize experiential marketing with the their Brewery tours and tastings. The Experience Relationship Management (ERM) platform enables them to gather the data they need to understand the impact of their experiential marketing, optimize their experiences, and build long term relationships with customers.
Innovative entertainment provider CINEMOOD realized that it helps to include much larger and well-known brands that have become strategic partners, especially when it comes to search engine marketing and social media searches. For example, the company's recent partnership with Disney has been broadcast across all channels because of the trust and credibility inherent in the Disney brand.
Another brand relying on experiential marketing is Hermès, which has experimented with pop-up shops, including a mock laundromat in New York. It's even taken its experiential marketing ventures to China, proving its efforts work across markets.
To convey the value of what it offers to its audience, digital signature company Eversign has used the marketing tactic of sponsored posts on various sites. This includes recent content that was published on sites like WeRSM and Small Business Trends. This approach doesn't feel like advertising to the audience, and it provides a way to get more messaging across about the benefits of using Eversign's solution.
The e-commerce giant remains at the top for a reason. After consistently adjusting its marketing strategy, the company became an innovator in using data to reach out to customers. Data has fueled Amazon's personalizations for years, enabling customers to feel like Amazon knows them, and it's now making communication easier.
The key to success for this gaming brand has been its highly engaged user base. Razer helped build and grow this community by embracing its customers, supporting open-source developers, and always communicating that the user comes first.
Netflix has evolved its entire business model from DVD mail rentals to online streaming over the years. So it's no surprise that the company maintains an agile marketing strategy. Using a fun brand voice, Netflix regularly interacts with customers through lighthearted social media posts.
After more than a century in the automotive industry, GM knows a thing or two about winning customers. The automaker currently uses a mix of various approaches, including customizing its brand messaging for each market. Its current marketing mindset has coincided with an increased share of the market.
Disruptive real estate transaction model Beycome realized that it could leverage video to explain its unique model to audiences, using social media platform technology and creating a channel on YouTube. The company knew it had to add a visual element to its explanation of how it was changing how people bought, sold, and rented homes. Using videos as a marketing strategy has allowed the brand to illustrate how it's altering a process for the better, and it provides a convenient way for subscribers to easily share with their followers.
Although it's new on the scene, marketplace app Letgo debuted with an award-winning campaign that gave it a huge head start. In addition to traditional ads, the company lets customers create high-quality commercials for their items that they can then share online.
This fast-food chain has continued to stay on top by embracing social media. Instead of merely marketing its food, Taco Bell has an active and lively presence on Instagram and Twitter. The brand has even expanded its visibility-seeking efforts to include a clothing line with Forever 21.
Branded content has become a creative way for companies to make money while engaging customers. Through CNN's branded marketing arm, Modelo was able to build brand awareness while helping CNN win an award for the production of its nonfiction digital series.
When the parent company of Snapchat decided to move into the smartglass space, it was important to stand out. Snap did just that, setting up vending machines called Snapbots in strategic places to let customers try them out.
Successful businesses realize the importance of measuring everything they do. Last year, Kabbage chose Marketo for its marketing efforts, both for its ability to track ROI and the opportunity to create personalized campaigns.
The once-struggling pizza company took a unique approach to reinventing itself. Domino's embraced mobile, introducing and marketing tech allowing customers to order through social media and text, as well as track the status of their orders.
The beverage giant has had many ups and downs over its 125-year history, but 2017 was definitely an "up." Ad Age named Coca-Cola Marketer of the Year, mentioning its many partnerships, including a video featuring Jennifer Aniston that went viral.
Data is also powering Spotify's marketing efforts, with a dedicated Marketing Sciences department aimed specifically at studying user preferences and designing the desired listening experience for customers.
Businesses spend years trying to find the perfect marketing approach. With technology constantly opening up new ways for companies to boost their brands while measuring their efforts, it's important to remain agile to stay competitive. These businesses are examples of how a company can accomplish innovation, whether it's a brand-new startup or backed by a century's worth of experience.