Here at pbSmart Essentials towers, we’re always keeping our ears to the ground in search of digital marketing excellence. Over the years there have been great examples on social media, set by the likes of Ikea’s Facebook showroom, Nedap’s Tweet Mirror, Heineken’s ‘f’ campaign – but we thought we’d run through a more recent example of a digital campaign with unique finesse, to find out exactly what made it effective.
Google Analytics in Real Life
Google wanted to raise awareness of its Analytics product and did so with a campaign – Google Analytics in Real Life. The focal point was a series of Youtube videos and the goal was to use the power of social media, influencers and blogging to spread the light hearted campaign and ultimately, to get more people using Google and the product.
As with any great campaign, digital or traditional, the genius was in the content and using a series of cautionary videos, Google Analytics gives examples of poor web design and digital marketing — but in the real life setting of a supermarket.
Landing-page optimisation, site search and online checkout are illustrated. As an example, poor search is demonstrated by a customer’s difficulty in finding semi-skimmed milk due to inaccurate and restrictive search definitions. In a subsequent blog post, Google Analytics then makes recommendations on how to improve companies’ online customer experience.
Because of the humorous content, its effectiveness in educating and as it is a product that is actually of benefit to anyone that uses Google, the videos were shared extensively on the likes of Facebook, Twitter and in blogs. It’s a great piece of content to embed on a page and, as such, the Online Checkout video has been viewed nearly one million times, with the other videos also receiving heavy viewing.
This campaign particularly resonated with us because we’re big believers in analytics. We have worked hard to make sure our digital marketing suite easily displays all the analytics information a business might need, as well as being compatible with Google Analytics. Whether you’re running a QR code or email marketing campaign, or trying to track progress across all channels, you can run simple tools and dashboards alongside your digital marketing that will track every click and scan the location of your consumer and the amount of time they spend on each page. It’s all vital information that will help you better tailor your digital marketing campaigns to suit your audience and, ultimately, will help you get your product to the right people, in a way they want to be communicated with.
Congratulations to Google on a great digital campaign, and here’s to the continued awareness of Analytics and the benefits it can bring to a business.