The commercials that air throughout the Super Bowl are a time-honored tradition in the football-watching world (America). However, what was once the Monday morning water-cooler topic of conversation, has evolved into something much greater. As the marketing industry continues to change, these game-day advertising campaigns now begin long before kickoff, and continue way after the Lombardy trophy finds its’ new home.

Traditional marketing campaigns have a hard time surviving on their own in the digital world. No matter how memorable the commercial may have been, it needs to have a digital component to supplement the campaign, and keep it fresh in the minds of audience members. If you want your next marketing effort to be talked about and remembered, take a note from the companies that topped our list of the best digital marketing campaigns of this year’s Super Bowl.

Amazon: #BaldwinBowl

For Amazon’s Super Bowl commercial debut, Alec Baldwin hosted “The Baldwin Bowl” as a way of promoting the Amazon Echo and virtual assistant Alexa. For the days and weeks leading up to the big game, celebrities like Missy Elliot (who ended up being featured in the commercial) took to social media to show that they were invited to “The Baldwin Bowl,” and planned on attending. It wasn’t until game day that we found out it was actually for the commercial, rather than a real party we all wish we were invited to.

The company released two commercials, one during the game and one after, and the team managing the Amazon Echo Twitter account immediately congratulated the victorious Broncos with a little video. This was among a number of other supplementary videos that were posted throughout the game to accent the commercial itself, spitting out various facts about Alec Baldwin and Dan Marino and even updates on the score of the game.

They were setting the scene for their Amazon Echo advertisement from before the Super Bowl even began, and maintained it throughout the night. It’s one of the commercials that everyone is talking about, and current Amazon Echo owners are using social media to share their experiences with the product, helping the hashtags #AskAlexa and #BaldwinBowl gain some traction. To top it all off, Amazon Prime is now streaming Missy Elliot’s new song Pep Rally that premiered during the commercial.

The number of things actually being advertised within this campaign is hard to keep track of, but it’s a great example of how these successful Super Bowl marketing campaigns actually begin long before the Super Bowl itself. Businesses are no longer restricted to a 30 second ad spot, and are able to stretch their creativity to multiple channels for a longer period of time (and a smaller budget).

CFDA & NFL: Bespoke Designer Footballs

In preparation for the Super Bowl 50 (and a little thing called New York Fashion Week), the Council of Fashion Designers of America (CFDA) and the National Football League (NFL) teamed up with 50 designers to customize their own footballs and auction them off with all proceeds benefitting the NFL Foundation. From Tiffany & Co. to Betsey Johnson, many of the designers took to Twitter and Instagram to promote their bedazzled footballs, and encourage fans to bid on their respective items in the weeks leading up to the big game.

While you may not immediately think of the fashion and sports industries joining forces, this campaign pays homage to the fashionable football fandom by saying that you can be a diehard fan, and look good while doing it.

Crossing these two unique demographics, was a great way of getting two different audiences involved with one worthy cause that was relevant to the big game. The designs (like Rachel Zoe’s pictured below) were on display at various events around Levi’s Stadium in the San Francisco Bay Area in the days leading up to the Super Bowl, allowing fans in the area to get a good look, and share their experiences on social media. This campaign was a great example of cross-promoting industries, and using digital media to get audiences involved.

The designer footballs are still up for auction at NFL.com/auction until February 14th, so bid on them while you still can!

Gatorade Bath Snapchat Lens

Snapchat is a frontier that advertisers have begun to explore while trying to manifest destiny and reach the millennial market. Gatorade utilized a customized lens to fulfill everyone’s secret desire to have a famous “Gatorade Bath,” and become a part of the Super Bowl tradition of having a bucket of the stuff dumped on your head. This is what it feels like to win the big game, and this is what it looks like to successfully market your product on a social media platform.

On any normal day, a sponsored Snapchat lens can cost a company $350,000. However, on days like holidays or the Super Bowl (an unofficial holiday) the price is estimated to exceed $750,000. This may be a lot to risk on a social media campaign, but when you weigh the audience reach, and compare the price to a $5,000,000 commercial slot, it’s a creative and unique way of selling your product.

PepsiCo, the company that owns Gatorade, is all too familiar with Super Bowl advertisements. They own the halftime show, and fill most of the available advertising spots each year with their products (Pepsi, Doritos, etc.) Their Snapchat efforts were abundant this year, and the Gatorade filter was a perfect look at how marketing surrounding the Super Bowl is going to continuously evolve in future games.

Uber: Puppy Bowl

Maybe more important than the actual Super Bowl, is the annual Puppy Bowl that airs on Animal Planet. This year they teamed up with Uber and the Humane Society of New York the week before the big game to bring puppies right to your door after requesting them through the Uber app. Then you would have time to play, snuggle, and even adopt the little pups!

As avid puppy lovers, we here at BFM had multiple people trying to get these puppies to come and visit us that morning. Just when we thought all hope was lost, and all the puppies were “currently being snuggled” by some other lucky individuals, we got the call that we were about to have some fluffy visitors!

It was a lot of fun, so naturally we are big fans of how this marketing campaign was executed. All day long you would find #UberPuppyBowl on almost every major social media platform with people sharing their puppy pictures. Different adoption organizations in major cities across the US took place in the promotion, marketing the Puppy Bowl, finding the dogs homes, and turning an average work day into something much more enjoyable.

The blend of offline and online advertising is something that marketers should be taking note of when coming up with creative strategies. While both channels can be influential on their own, the magic really happens when they come together for one successful and cohesive marketing campaign.

We are very proud to announce that our collaboration with Service King, a leader in automotive collision repair, has been selected as the winner of the third annual Westwood One Super Bowl Sound Awards. Service King’s “Mission 2 Hire” radio spot was crowned the winner of this distinguished honor for audio creativity based on a combination of votes from listeners for their favorite radio spots as well as through a comprehensive Nielsen consumer study. You can listen to the ad below:

Our team worked closely with the Service King team to write and produce a creative and compelling radio advertisement that promotes their Mission 2 Hire program. Dedicated to hiring 500 veterans and their spouses at their various collision repair centers throughout the U.S., the program aims to give back to the community by giving to jobs to those who deserve them most.

The 30-second radio spot captured the essence of the brand with unique elements such as an emotional perspective that helped to illustrate the goals of the program and provide a memorable listening experience that uniquely positioned the ad to stand apart from the competition. Narrated by 13-year Army veteran Jeremiah Kuehl, one of nearly 100 veterans recruited and hired by Service King as a part of its ongoing Mission 2 Hire campaign, the radio spot was a part of a larger omnichannel marketing campaign that has included a website redesign and a multi-faceted digital marketing strategy.

“Audio builds brands and drives sales. Today we celebrate excellence in audio creative on the Golden Anniversary of the Super Bowl, Super Bowl 50,” said Brandon Berman, SVP, Sports Sales & Marketing for the competition’s sponsor, Westwood One. “We congratulate Service King, Motel 6, and Wendy’s for their audio excellence.”

Westwood One is the exclusive national radio partner of the NFL and aired national play-by-play coverage of Super Bowl 50 from Levi’s Stadium in Santa Clara, California last Sunday. Their broadcast was heard on more than 650 radio stations and simulcast on SiriusXM Radio, the TuneIn Radio App, NFL Game Pass, NFL Mobile from Verizon app, and on the American Forces Radio Network. With more than 28 million fans engaging with their coverage via on air, digital, and social media platforms, the Super Bowl Sound Awards were created to encourage brands and their agencies to fashion memorable, breakthrough creative that resonates with listeners.

An array of online, on-air, and social media promotions encouraged listeners to vote for their favorite Super Bowl commercial from midnight Wednesday, February 3rd through 12:00 pm Monday, February 8th. Nielsen also conducted an 8-minute self-administered online survey from January 29-31, 2016, among 3,030 U.S. residents 18 and older that were not employed in advertising. The winner was determined based on the percentage of respondents rating how they liked the ad on a 1 to 5 scale. Each respondent also ranked each ad in terms of how memorable, engaging, and relevant if they were able to remember the brand or product/service for each ad.

When it comes to your marketing budget, you want to make the most out of every dollar you spend. Some businesses may have tighter budgets than others, which is why it is important to analyze which channels will benefit your marketing efforts the most.

The debate between digital and print advertising is a conversation that marketers have faced for quite some time. Both options have their benefits and drawbacks. However for companies working on a limited budget, it is hard to deny the fact that the cost of generating a qualified lead, as well as some brand exposure, is far less in digital than in print.

Print vs. Digital

Before we get to deep into weighing the different channels, lets clarify that when we discuss print advertising, we are strictly talking about magazines and billboards. For digital marketing we are referring to search engine ads, social media, and email marketing. For our research, we are looking at the cost of an impression, instead of a click or an actual lead, and what that cost looks like in both print and digital.

As we know, almost every company is online and starting to take part in digital marketing right now because it is easier to target, and the entry to barrier on digital is far lower than it is for print advertising. For companies that are working on a limited budget, the digital options are a way for a company to create a foundation for their marketing efforts, while print can do more from a branding prospective.

Print Ads

Print advertisements can be extremely beneficial to a company, especially if it is done consistently, and targeted properly. It is not something you just do one time in a magazine with a big name, it’s a long term game. When looking at the several different magazines, a full-page ad can cost you anywhere from $20,000-$300,000. With varying circulation numbers, the average CPM was between $140-$1,300.

Its important to consider that the number of magazines in a given circulation, does not equate the number of people that are going to see your ad. Since every magazine isn’t purchased, many are left on the stands by the time the next circulation comes out.

Digital Ads

When looking at digital ads for our own accounts as well as some of our clients, the CPM can range from $2.00 – $12.00. This is a big gap that is difficult to overlook. With search campaigns, you are able to customize them to target specific audiences, and make changes at any time. If you see that they are performing a certain way in your data, you can make adjustments to improve it or alter it in any way that you see fit.

What is even more interesting is the fact that for some digital marketing channels, your CPM can be free. Google display ads for example, charge you CPC instead of CPM. Overall, if you are looking to make the most out of a marketing budget, you can see your efforts go a long way with online marketing.

Analysis

For companies that have the budget and the resources to spend money on a print advertisement, it’s a wonderful form of branding. However, if you have a small budget and are still looking to make an impact in print media, consider smaller publications when pursuing the right outlet for your business. While the big names are great, they may not always be great for your brand. Consider the people that you are really trying to reach, and research the unbelievable amount of print sources that cater to niche audiences. Advertising in those specific locations show that you have an interest in the demographic they are targeting, and show those reader that you are a leader in that field.

That being said, the customization options that come with digital marketing are extensive and difficult to ignore. As a business, you have much more control over how the ads get displayed, who sees them, and what they look like on every device. The detailed analytics that come with online marketing allow you to track the impact of your ads, and give you the insight to create ones that will perform the best for your business. Rather than waiting until the next circulation of magazines, you can make alterations whenever you want.

No matter what, it is important to understand that when it comes to branding, you want to be everywhere. For any print effort you make with your business, its important to have a digital supplement to it. An online presence is essential for a business to survive in today’s world, and if you want to invest in print, you need to make sure there are digital efforts to back it up. When the two channels work together, you can have a very strong and successful marketing campaign.

Whatever your budget may be, we hope this insight can help you make the most of it. Every dollar you spend plays an important role in the growth of your business. Take the time to analyze what you are trying to accomplish for your brand, and determine what marketing channels will help you execute that plan.

If you’re selling directly to customers online, either as a small online shop or a full online retail platform, your online marketing strategy can make or break your store. Web Designer Vip have one aim in mind – to increase your ecommerce sales revenue whilst actively getting more for your marketing spend.

We believe that ecommerce marketing is all about having your product visible at the time that users are ready to make a purchase. We do this by making sense of the sales data and translating this into actionable items for strategic execution to increase your ecommerce sales.

What Ecommerce Marketing Services do we offer?

• Ecommerce PPC
• Ecommerce SEO
• Ecommerce Design
• Ecommerce Social Media

Ecommerce PPC

Our Google analytics qualified account managers are passionate about craft creative ecommerce PPC campaigns aiming to attract those potential customers often in highly competitive markets. From Google Shopping Feeds, to Mobile Ads we can help create the perfect PPC campaigns for your ecommerce offering.

Enter The Global Marketplace

Marketing is all about communicating with your potential customers and clients, which means more than just speaking the right language.

Our multilingual marketing consultancy and suite of associated services helps you to make sure you are speaking to your customers on the right channels and in the right away to help your brand and business grow.

The multilingual marketing services Web Designer Vip offer, provide a lot more than just translating text into the local language and hoping for the best.

The modern multilingual marketing strategy we will work with you to create needs to take complete localisation into account which includes cultural and religious differences as well as linguistics. Just some of the services we offer include

• Localisation (including cultural and religious aspects)
• Culturally sensitive marketing and brand design
• Search engine optimisation and keyword research in multiple dialects as well as languages
• PPC, email marketing and other advertising for multiple languages, dialects and global regions

Take Your Marketing International

We always pay attention to colloquialisms and dialogue, as well as imagery, colour schemes and the general mood and feel of your brand – it may be fine for your core “home” audience but will it be popular, or even ethically acceptable, when you enter the international market?

Cultural sensitivity is absolutely critical with any form of multilingual marketing which is why we use native staff to ensure all aspects are covered. Across the world you may find that humour works differently, etiquette when dealing with people from various walks of life differs from your home equivalents and the sort of incentives and rewards that encourage action or performance are also completely different from what you may be used to.

Grow Your Business With SEO

94 percent of B2B buyers research online for purchase decisions. These days, brands can’t afford to ignore SEO! Search engine optimisation can be the difference between failure and success. Our passionate SEO specialists provide comprehensive, customer centred SEO services which can be tailored to meet your precise needs.

• Years of Ethical SEO experience
• Revenue Growth
• No Contract
• Transparent Reporting

Years of ethical SEO experience

We have over 10 years of experience of creativity and innovation in SEO and have always prided ourselves on providing ethical, white hat SEO services. None of our clients have ever seen a penalty from search engines – and we’ve helped several websites recover successfully from a harmful penalty.

Boost Your Traffic With PPC

Our comprehensive professional PPC services are designed to help your business grow in visibility in a competitive marketplace for the search terms and phrases that matter to you. Our paid search marketing is a highly consultative service which works closely with you to select the best strategies and solutions that will give you top ROI for growing your business online.

• Outshine competitors and grab the attention of potential clients
• Grow awareness of your business and your brand
• Improve the volume of revenue from your website
• Get more new business leads from your website
• Convert your website from a useless expense into a valuable business tool

Professional PPC services can be one of the most effective and sustainable methods of growing your business presence throughout the world. Our dedicated and experienced team of qualified in-house paid search marketers can help you put together a plan for sustainable online growth optimising your paid search account and getting the most from your advertising budget, improving your visibility to give you an edge over competitors for years to come.

All the time we’re working to keep our goals in line with those of your business, so we keep our focus on improved visitor numbers, rising numbers of leads, larger customer base and the best possible return on investment. This holistic approach doesn’t just give you high ROI marketing but makes a real, positive difference where things really matter – your bottom line.

PPC Services Example Results

• Advertising spend reduced 70% while giving increased revenue
• Four times more sales and double profit in less than two months
• Sales value increased 127% in only one month
• 150% increase in goal conversions in under two months
• New business enquiries up 126% month on month
• Cost per conversion down 74% month on month

We always align our aims with those of your business, which is why you’ll see our PPC services focus on raising your visitor numbers, improving your number of leads and growing your customer base, giving you the best return on investment in your paid search marketing that will positively impact your bottom line.

Bring Your Content To Life

The content you use is critical to the success of your marketing – everything from online search engine optimisation to logo design and even the copywriting of your brochures and business cards. Content strategy is becoming steadily more critical to successful marketing both on and offline and in order to help your growth you need to ensure you have something in place for your business that goes beyond simple blog posts.

• Content needs to add value to your site and not act as “content stuffing” designed to just fill up the website with keywords and links
• Content needs to be useful to, and written for, real users rather than search engine crawlers and robots
• All content must be original and unique, not copied from competitors or repeated from existing search results
• Make good use of multimedia with entertaining and informative videos and images which will draw in your users
• Ensure content is easy to share so that visitors can help publicise it for you across social channels both on and offline
• Keep content generation aligned with your main brand in terms of quality, tone and style so that users are able to easily identify and attribute its source

Content Strategy Services

Our content experts can help you to formulate a comprehensive and effective marketing content for your business, whether you need consumer-targeted content aimed at viral marketing and social sharing or high authority or technical content and online PR in order to establish your company as a leading authority in your market sector.

• Video, image and infographic provision and design services
• High quality technical articles and PR material
• Relationship development with authority websites and bloggers to raise your profile online
• Fun and exciting consumer content to bring your products to life in the minds and imaginations of your target audience
• Everything from high quality copywriting (in many languages) to graphical design and interactive services like games and shareable apps

Professional Brand Management

We supply full brand management services including strategy, positioning and identity to help you establish your brand in the marketplace and give you a complete understanding of how your business and brand is perceived by your potential customers and clients.

The core concept of brand strategy is relatively simple, but actually realising and then implementing a strategic direction for your brand is far more complex. The core of brand strategy is to place your brand in a unique market position which fully plays to your strengths. External marketing strategists can be invaluable in this exercise as they permit key issues to be identified and addressed in a timely manner.

Our holistic approach to brand strategy includes

• Define your current marketing environment (your brand and your competitors’)
• Identify a vision for your business and opportunities to realise it
• Determining how your brand needs adjustment in order to fit into this vision
• Brand definition to drive further creative and marketing work
• Brand guidelines for everything from look and feel to mood and voice

Brand Design Services

Our brand management and design services can bring your business to life. We supply a comprehensive service that covers everything from mood boards and logo design to brochures, website design and full branding guideline documents.

Get Your Business Found

If you are looking for a way to make your business more visible to potential customers and clients online then search marketing can raise your profile on the Internet and drive more relevant traffic to your website to improve your lead generation and revenue.

• Grow highly relevant traffic to your website
• Improve your visibility on major search engines – whatever your language
• Focus on ROI, not just numbers – we aim to boost your leads and revenue, not just visitor numbers
• Sustainable and ethical SEO services to help you reach the top of your marketplace
• Become more visible to your potential customers and grow your online business

Paid Search Marketing

Paid search marketing makes use of platforms such as Google Adwordsand other pay-per-click platforms in order to place your website and business in a highly visible position. You pay for only the relevant clicks you are bidding on.

• Fast to set up – start getting relevant traffic to your website on the same day
• Easy measurement means easy to keep close track of ROI
• Rapidly responsive to marketplace and consumer demand changes

Natural Search Marketing

Natural search marketing makes use of organic search engine optimisation techniques in order to raise the profile and visibility of your website on major search engines and encourage traffic for relevant search terms.

Natural search is sustainable and grows traffic steadily over time so is often more cost effective in the medium to long term than paid search marketing.

• Long term and sustainable growth for your website
• ROI focused to bring in the highest converting keywords
• Build up useful traffic over time with continuous search marketing improvements

Plan Your Marketing Moves

A well planned and executed strategic marketing approach will grow your brand and increase your business in the most cost effective way possible. Unify your online and offline channels in order to present a cohesive, holistic plan for your future growth.

With over a decade of experience in a variety of sectors, we can help you understand and put together a comprehensive strategic marketing plan. Our strategic marketing consultants work with you to ensure that every step of this plan is built around your business objectives so that you’ll get the best possible return on investment for your marketing.

• Market research
• Brand and channel strategy
• Branding creatives
• PR and social media
• Direct and Internet marketing
• Search visibility and brand impact

Our marketing services offer:

• Transparency
• Measurability
• Responsiveness
• Attribution

Transparency

Using leading industry tools and software combined with our expertise Web Designer Vip provide an integrated, transparent marketing strategy. We give our clients clear processes, transparency in results and a partner to work collaboratively with to maximise your leads and sales.

Brand Strategy

The core concept of brand strategy is relatively simple, but actually realising and then implementing a strategic direction for your brand is far more complex. The core of brand strategy is to place your brand in a unique market position which fully plays to your strengths. External marketing strategists can be invaluable in this exercise as they permit key issues to be identified and addressed in a timely manner.

Our holistic approach to brand strategy includes

• Define your current marketing environment (your brand and your competitors’)
• Identify a vision for your business and opportunities to realise it
• Determining how your brand needs adjustment in order to fit into this vision
• Brand definition to drive further creative and marketing work
• Brand guidelines for everything from look and feel to mood and voice

Channel Strategy

This is essential in order to determine how you will reach out to and communicate with your potential customers and clients.

• Select the right channels for your optimum target market
• Prioritise marketing strategy to the most profitable segments
• Refine your message and direction for each marketing channel
• Determine the best possible channels for each segment of your target market

Understand Your Brand

Our expert marketing consultants can provide you with a complete service to include brand strategy, positioning and identity as well as general marketing advice and guidance.

This is a substantial process and you will end up with greater awareness of how your brand is perceived in the international marketplace and how you can leverage your brand to improve the marketing for your business as a whole.

Formulate Marketing Strategy

We can help provide a clear definition for your business and/or website in terms of realistic goals and required functionality. This will include information on domain names and defined actions to maximise value from these and other potential assets. We provide complete definitions to ensure complete understanding of your vision and strategy for your brand.

Move Your Business Forward

All our marketing consultants conduct comprehensive background research, particularly on the competitiveness of the market both on and offline.

The full branding and strategy exercise is designed to help clients develop into new markets or in order to clarify the requirements of a new website, design development or any other marketing materials.