Getting digital marketing right

7 Jul 2010 by Randall Helms, No Comments »

One of the most interesting case studies on digital marketing that I’ve read recently is this post on the Beatport blog about how three Swedish dance music producers, Axwell, Sebastian Ingrosso, and Steve Angello, successfully launched their new Swedish House Mafia collaboration by following several simple steps:

  1. Creating a simple, but memorable brand
  2. Creating a catchy record
  3. Beginning marketing early in a low-key way
  4. Building anticipation step by step through a staggered release of information
  5. Using multiple social media channels (YouTube, Twitter, etc) to reach out to consumers
  6. Leveraging the individual fanbases to gain converts to the new collaboration

It really is a fascinating look at how to effectively use digital media for marketing purposes. Obviously, consumer goods are different from entertainment media, being less reliant on ‘opening big’, but there’s a lot here to learn about in terms of building and effectively utilizing buzz to get people excited about your product. Well worth a read.


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