Importance of choosing the RIGHT e-marketing channels - DigitalRev TV

We all know, there are numerous electronic marketing channels exist in the market now.  For example, this marketing blog is an example of electronic marketing of the blogger, myself ; website banner is another example of electronic marketing.  Another good example can be found is the internet social media like facebook.  They can target their customers precisely. 

Yet, which electronic marketing channel is the best for a company?  Social networking? website advertisement? or youtube videos?  It is believed that each channel has their features, pros and cons.  Different organization may find each channel suit them differently.  Today, we will discuss how an organization chose their e-marketing channel correctly and brought a great success to the firm.

DigitalRev, a company selling D-SLR cameras and lens.  They established their company with together with their Youtube channels.  They chose to make use of their Youtube channels to generate genuine review on their products.  They does not only talk about their products, but also test them in field and in consumer's perspective.  This is also called User-generated-content.  Slowly, they have established their own customer based due to their Youtube channel.  Most of their customers are a referral from the channel.  Till now, DigitalRev has a customer base of 122,004.  

There are numerous camera retailers in the market nowadays. By the how many can be as successful as DigitalRev, as a global retailer?  One of the purposes of buying Cameras are to upload and share your photos and video with the rest of the world.  That is what DigitalRev has been doing.  They does not only upload photos and videos, but make use of the product they are promoting to demonstrate how good (or bad) the product is. 

Looking at this example, we can observe the importance of choosing a CORRECT e-marketing channel.  It is believed that if DigitalRev has started off their brand based on social networking site, they will have a totally different perception in consumers’ eyes, which may not be as successful as it is now. 

How can a company create the best User Generated Content (UGC)?

Last friday, the camera manufacturer, Olympus and Jetblue carried out a special marketing project.  This project is namely PEN ready Project.  The project has GIFTED 1000 newly released camera, E-PM1 to 1000 passengers of Jetblue.  The 1000 passengers are then asked to take photos during their journey to different countries.  Next, each of the "photographer" has to choose 20 best photos from their photo gallery.  These photos will then be uploaded to Olympus.  

Many of the uploaded photos are in high quality and very impressive.  In the eyes of marketers, this is actually a very successful marketing project that can improve the brand image as well as brand awareness  in consumers' perception.  

User Generated Content (UGC) in the internet have limited quantity for consumers to review.  However, with this project, what Olympus trying to do is to 1. Increase the number of UGC for their new product.   2. Create UGC in a short period of time.  3. Create genuine feedback and opinion for the product.  Consumers can then review these UGC.  Is this project efficient by gifting 1000 cameras?  This project can be part of their promotion.  Instead of investing the budget to TV and other media advertisement, Olympus spent their capital in gifting cameras.  This new method of promotion and market communication is believed to be more wide-spread and effective.