Moving successfully with the digital age

Now that a large amount of companies are now online according to pew research it makes it extremely difficult to survive as an organisation without the edge of the digital community. Companies that initially refused to accept digitally as the way forward have now seen sense or are now not existent. A prime example of  this is the video rental company Blockbuster which filed bankruptcy in 2010. This was due to the fact that they kept their videos offline when other companies allowed live steaming and more convenience by ordering online or online rental. As there was more availability getting films online on demand it defeated the point of going all the way down to a shop to rent out. This meant that customers quickly stopped going to the traditional store leading to Blockbusters bankruptcy.

As there is so many businesses online it makes it more difficult for a company to get itself out there and run a successfully digital media campaign. This was done very successfully by Starbucks in a campaign to promote itself through its consumers by giving free coffees in return for one person gifting it to another meaning that at least 2 people are effected by the promotion with more if they see the tweet when scrolling. This campaign was highly successful even though it is only a beta there has already been 180,000 dollars in purchases and with more than 54,000 people have now linked their mobile phones to their twitter and customer IDs meaning there is an opening for research. As well as this the online reputation of Starbucks is improved and the identity online is also established. It gives Starbucks a modern image by the use of different forms of technology as well as promoting itself to a mass audience as a high quality product that gives 'freebies'. It has built this successful reputation by using the 5 objective when developing the campaign. The 5 objectives are sell, serve, speak, save and sizzle. Furthermore they have made it sticky and shareable.