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    Home > News > Analysis of Radio Shack's Recent Digital Marketing Effort

07 February 2011 | Author: Stephen Smith

Analysis of Radio Shack's Recent Digital Marketing Effort

The process of combining conventional advertising campaigns with online digital marketing strategies can improve your profits considerably. These online marketing efforts could include social networking websites, search engine optimization (SEO), and pay per click (PPC) marketing. However, most digital marketing professionals often miss lucrative chances to integrate these channels together.

Sometimes we may see companies with marketing campaigns that work well on one or two platforms, but miss important opportunities to gain even more benefits offered by other digital marketing channels. One such example is the case of Radio Shack.

In an attempt to appeal to a younger, cooler audience, Radio Shack wished to be known simply as 'The Shack'. It launched a series of catchy television commercials to attract the attention of its target audience. These commercials featured a couple of animated squirrels that were shown watching a video on popular video sharing website YouTube. Sadly for Radio Shack, it was not their products, but these squirrels that caught our attention.

We ran a Google search for the term 'Squirrel Sunglasses', which was the name of the YouTube video being watched by the squirrel characters in the television commercial. The digital marketing team of The Shack did their work right for this key phrase. It garnered the first rank on both web and mobile browsers for this term. However, this could not be considered a tough task, as not many people Google 'squirrel sunglasses' very often!

We have no definite idea about the objectives of Radio Shack's digital marketing strategy. However, as all the videos featuring the animated squirrels ended with a message asking users to follow the company profile page on Twitter, we can guess that this was their main aim. The area where the digital marketing team of the company could have capitalized even more was in the titles, descriptions, and tags of the videos it uploaded on YouTube.

Moreover, the company forgot to promote their own website, as well as the products they sell: what could be a bigger advertising goof up than that? After watching the video on YouTube, a majority of viewers would still be unable to tell that 'The Shack' is actually Radio Shack. A mention of the website address is essential at this stage, especially if users were in a situation where they could only hear the audio.

It is important for digital marketing professionals to inform viewers about the company they are promoting after displaying engaging content, whether an article, photograph, online game or video. Whether you wish to link to the company website, social media profile or both, customers should know where they can go, to learn more about a particular company/service they are interested in.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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