How to Tap the Power of Digital Marketing

• Posted: Wednesday, July 05, 2006
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• Author: pradhana

A recent Advertising Age article headline declared "AAF Survey: Industry 'Behind the Curve' in Digital Marketing." The premise of the article is - while many marketers believe in the power of digital marketing, they aren't entirely sure how to tap into that power.

I thought I'd try to find an example of, specifically, online marketing done well. I was hoping to find an example of online marketing to women done well, but couldn't find a good example. So, for today, we're going to switch to online marketing to men done well.

Axe Body Spray - launched into a mature 2.4 billion market just four years ago, Axe deodorant has taken leadership of the category. So what's Axe's secret? I believe it's smart marketing. (I've never tried the product, um, since I'm not a guy, so I can't speak as to the quality of the product itself) But Axe seems to know who its audience is, where its audience is, and what matters to its audience (young men).

They've done an extraordinary job of turning that knowledge into sales. So how did they do it? I believe a large part of it is due to their online marketing efforts. Where so many others failed, Axe has been successful.

Holly Buchanan, Senior VP of Client Services at Future Now Inc., in her Blog "Marketing to Woman Online", tells you more about this.

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