With this Smarketing strategy, advertised by Play Pro, the company increased its organic traffic by over 300% and the number of qualified leads by 1100% .
2. Lego
Another successful case of innovation in online marketing through Smarketing concerns the Danish toy company Lego . Since the company registered its first patent in 1958, several strategies have been applied, not all of them successful: in fact, in 2004, the company risked closure.
To the origins of the brand and saving the products that were most appreciated by its andorra email list customers. Previously, it had invested in the implementation of Smarketing with a market research strategy, making the Sales and Marketing teams work towards a common goal: knowing what consumers want and satisfying them.
This strategy led Lego to increase its sales in 2014, surpassing its main competitor, Mattel, and returning to position itself as the world's leading toy brand . In 2016, Lego recorded sales of 37,934 million Danish kroner (about 5,820 million dollars) at the end of its fiscal year. This figure represents 6% more than the previous year and a new turnover record in the 85-year history of the company.
In addition to increasing sales, the brand has managed to create much deeper connections with its customers, using new marketing channels such as social networks .
Lego has achieved a very high number of followers and shares, but not only that: it has managed, above all, to create a community. What matters to the company is not the generic data, but the way in which this data has been transformed into communication with followers.
Lego has made a necessary strategic reorientation, returning
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