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Arc'teryx

Digital Marketing

Arc’teryx on Google+

Arc'teryx has more than 175,000 followers on Google+ and it is one of the most popular outdoor brands.

Arc'teryx's main digital marketing effects focus on exciting video content about their equipment by outdoor athletes in harsh conditions and remote areas. After the video was completed, Arc'teryx posted the videos on YouTube and made a web link on the Google+ profile page. Visitors from Google+ can click the link to convert the Arc'teryx profile page to a video page. At the same time, comments posted on Google+ will also go to the video page, everyone can see the comments on Google+ and YouTube about equipment together.

Many followers have learned more about Arc'teryx's equipment and promoted their desire to buy by watching video links and reviews from Google+.

VR experience in-store

Regardless of whether you are brave enough to ski, Arc'teryx hopes to bring a sense of skiing to its customers through a new in-store VR experience. The Cabin Magic, launched during the reopening of Arc'teryx's redesigned Montreal site, was created in partnership with Destination BC and the Northern British Columbia Tourism Association and placed customers in a remote rural ski lodge in British Columbia. Inspired by the German “gemütlichkeit” (describing the quiet feeling that people get in a secluded natural environment), the audience can not only actually go down the ski slope, but also experience the feeling inside the cabin, the water from the nearby stream, and the firewood oven. Cook and relax with friends at night. Jurgen Watts, Arc'teryx’s global digital marketing manager, said that the company’s marketing over the years has been centered around the story content of the ski resort, which is its core activity. However, it released videos and photo articles that allowed consumers to be deleted because they told stories about different people or ski locations. The immersive setting provides customers with the closest way to experience their skiing trips, especially for those who may not be able to experience in the mountains. Watts said: “This is the best way we can bring this feeling to the residents of the city where our store is located.” “As a brand, we know what we want to represent. Skiing in the wild may not be for everyone, but we think that The story can convey the content of our brand, perhaps it can encourage people to go outside and eventually do it for themselves.”

JD.com

Digital Marketing

Digital Marketing 1.0 stage, the era of portal marketing: from offline to online, purely rely on traffic to complete brand exposure. Such as Sina.com, Sohu.com, Tencent.com and other portals before the online advertising is the case. Digital Marketing 2.0, the era of search marketing: Using Internet data to accurately orient user needs. Such as Google, Baidu and other search engines launched RTB (real-time bidding) that is the case. In the RTB mode, ADX (Advertising Trading Platform), DSP (Advertisers Demand Agent Platform), SSP (Media Resource Supplier Platform), and DMP (Third-party Data Management Platform) are derived. Digital Marketing 3.0, the era of e-commerce marketing: using big data to drive the completion of the consumer insights to the precise orientation of demand, to the online and offline integration, and then to the closed loop of effect feedback, making the marketing effect can be directly measured. The biggest difference between Digital Marketing 3.0 and 1.0 and 2.0 is precise targeting, user insight, and performance analysis. It has opened up consumption data and social data to achieve closed-loop services ranging from brand exposure, display, and interaction to transaction orders. Digital Marketing 1.0 , 2.0 Despite achieving targeted delivery of ads, it is limited to the level of traffic realization.