Question

Examples of companies using technology effectively for their (global) marketing campaigns.

Answer 1

Mint- Entering the crowded personal finance niche (or any common niche) is a daunting challenge for any new company, but the approach taken by Mint's financial monitoring tool shows that through well-executed online marketing campaigns it is possible to stand out in a crowd. Although the company has been a relatively unknown among its most successful predecessors, Mint has committed to a digital strategy that publishes hundreds of high-quality content items, ranging from insightful blog posts to viral, attentive infographics to grow their business. Amid Mint's digital marketing strategies, the product built a huge following online before it was sold to Intuit for a whopping $170 million.

The Wirecutter- Affiliate marketing can be a little sleazy, but when done correctly and honestly it can yield big results. With its launch just five years ago, The Wirecutter has set the norm. The site has created $150 million in e-commerce transactions in 2015 and was recently purchased by the New York Times for $30 million, calling itself a quick "list of the best gadgets like cameras and TVs for people who don't want to spend much time finding out what to buy." They write reviews for things they enjoy, they add a connection to purchase it from someone like Amazon, and they take a cut from each sale. Their reviews take 20 to 200 hours to complete, involving experts and other stakeholders depending on the product

American Express (AMEX)- Most businesses speak about a big game about the "communities" they create online, and the intrinsic importance of the "online discussion," but very few actually create any real group. Far from being all talk and no game, American Express is putting its money where its mouth is by leveraging the power of its Open Forum website provided by industry experts. Open Forum is a collaborative forum where American Express welcomes guest writers from a range of industries to share information and expertise about their companies. The result is a content-rich mega-site that is popular with search engines – this produced without having to pay out cash to content contributors through American Express.