Marketing is a dynamic discipline that adapts to market changes and consumer needs. Its main objective is to create, communicate and deliver value to customers, seeking to satisfy their needs and generate benefits for the company.1. The American Marketing Association defines it as “an activity, set of institutions and processes to create, communicate, deliver and change offers that have value for consumers, clients, associates and societies in general”2.
Over time, marketing has evolved significantly3. We can distinguish three periods in its development: the preconceptual period (1900-1959), the period of formal conceptualization (1960-1989) and the current period of the marketing concept (1990-2005).4. Initially, the focus was on the product, but over time it has shifted towards customer experience and building long-term relationships. Today, marketing covers a wide range of approaches, from inbound marketing, which seeks to attract customers through valuable content, to outbound marketing, which is based on the direct promotion of products or services.2.
In this article, we will explore the idea that marketing success depends both on that we do (the products or services we offer) as as We do it (the strategies we use to reach our audience). To illustrate this point, we will analyze examples of companies that have achieved success by combining both factors, including lesser-known cases of companies that have implemented innovative and unconventional strategies.
The What: The Importance of an Exceptional Product or Service and Customer Experience
An exceptional product or service is the foundation of any successful marketing strategy. It must satisfy a real market need and offer differential value to consumers. Companies that focus on innovation and creating high-quality products are more likely to build a strong brand and generate loyalty among their customers.
Additionally, companies with a customer-centric approach are 60% more profitable than companies with traditional business strategies.5. These companies base their philosophy, activity and brand image on what the customer wants and needs, which translates into greater satisfaction and loyalty.
An example of this is Domino’s Pizza6. This pizzeria chain knew how to reinvent itself and adapt to new market demands by implementing a digital marketing strategy that allowed them to overcome a crisis and consolidate themselves as one of the leading companies in their sector. Its focus on innovation is reflected in its mobile application, through which customers can personalize their pizzas, place orders and track their orders in real time. This strategy has generated positive results, since 60% of their orders are placed through the application.
Another success story is Red Bull7. This company has managed to position itself as a leader in the energy drinks market thanks to a marketing strategy that focuses on extreme sports and high energy. Its slogan “Red Bull gives you wings” conveys an exciting and adventurous lifestyle, which is reinforced by its sponsorship of sporting, musical and cultural events worldwide. An example of this strategy was the Red Bull Stratos project, in which they sponsored a jump from the stratosphere. This initiative generated great media and social media exposure, consolidating Red Bull’s brand image as an innovative and daring company.
It is important to highlight that innovation can be disruptive, as in the case of Netflix, Facebook, Uber or Airbnb8. These companies not only improved existing products or services, they created new markets and changed the way people consume content, communicate, travel, and stay.
The how: marketing strategies that make a difference
A good product or service is essential, but it is not enough to guarantee success in the market. How the value of the offer is communicated to consumers is crucial to generating interest, building a strong brand and driving sales. Companies that implement unique and effective marketing strategies manage to stand out from the competition and connect with their target audience in a meaningful way.
In this sense, the use of Big Data is increasingly important9. Companies like Netflix and Amazon use data analytics to understand their customers’ preferences and offer them personalized recommendations. This strategy not only improves the user experience, but also increases loyalty and sales.
CRM: the key to loyalty
In today’s marketing, customer relationship management (CRM) plays a fundamental role. CRM allows companies to maintain constant and personalized communication with their customers, which helps to retain them and increase their value in the long term.10. A CRM manager is responsible for managing CRM platforms, ensuring that the company maintains communication…source through email marketing and automation strategies.
Bring your brand to life with this essential guide Get the ebook
Little-known examples of innovative marketing
Beyond the success stories of large companies, there are lesser-known examples of companies that have used innovative or unusual marketing strategies with great success. These companies demonstrate that creativity and originality can be powerful tools to connect with consumers and generate a lasting impact.
Blendtec, a company that manufactures blenders, managed to make its product viral through a series of videos on YouTube titled “Will It Blend?”11. In these videos, company founder Tom Dickson blends unusual objects like iPhones, golf balls, and rakes to demonstrate the power of his blenders. This campaign, which started with a budget of just $50, generated millions of views on YouTube and a significant increase in the company’s sales.
Another interesting example is that of ShareThis, a platform that offers tools to share content on social networks12. ShareThis has implemented a marketing strategy that focuses on real-time behavioral targeting, allowing them to reach their target audience more effectively. In addition, they offer data solutions that allow companies to obtain valuable information about their customers’ preferences and optimize their marketing strategies.
It is important to highlight that marketing innovation can cover different areas, such as design, communication and distribution.13. An example of design innovation could be the use of neuromarketing to improve the user experience in a mobile application. Regarding communication, new ways of publicizing products or services can be explored, both in media and in communication techniques. And in distribution, you can look for new ways to reach the customer, such as online sales or subscription to services.
Uber: the transportation revolution through marketing
Uber It is a paradigmatic example of how an innovative marketing strategy can revolutionize an industry.14. This company not only offers a convenient and accessible transportation service, but has also implemented a marketing strategy that focuses on user experience and building a community. Uber uses social media to generate brand awareness and build customer loyalty, offering incentives and discounts to attract new users and retain existing ones. Additionally, it partners with local businesses, sponsors and events to offer convenient and affordable transportation options.
One of the keys to Uber’s success has been its ability to expand into new markets and segments.15. When entering a new market, Uber makes sure to consider its uniqueness and adapt its strategy to local needs. This flexibility has allowed it to become the most valuable startup in the world.
Airbnb: the authentic experience as a marketing strategy
Airbnb has redefined the hospitality industry through a marketing strategy that focuses on creating authentic and personalized experiences16. Airbnb uses storytelling to connect with its target audience, sharing experiences of hosts and travelers through blogs, videos and even a magazine. Additionally, it partners with influencers who share a passion for discovering unique places, allowing them to reach a broader and more diverse audience.
Airbnb differentiates itself from the competition by offering a peer-to-peer model, where hosts set their own prices17. This flexibility allows the platform to adapt to a wide range of budgets, making it accessible to all types of travelers.
Facebook: connecting the world through an effective marketing strategy
Facebook It is the largest social network in the world, with billions of active users. Their marketing strategy is based on creating a platform that allows people to connect with each other and share information. Facebook uses advertising to generate revenue, but it also offers free tools so that companies can promote their products or services.18.
One of the keys to Facebook’s success has been its ability to adapt to the needs of its users. The platform is constantly updated with new features and tools, keeping it relevant and attractive to users19.
GoPro: Capturing the adventure with a user-centric marketing strategy
GoPro is a company that manufactures action cameras. Their marketing strategy is based on the creation of user-generated content (UGC). GoPro encourages its users to share their experiences through videos and images, generating a wealth of authentic and engaging content.20.
Additionally, GoPro partners with athletes and adventurers to promote their products. This strategy allows you to reach a target audience that shares your values ​​of adventure and exploration.21.
LEGO: building a timeless brand through marketing
LEGO is a company that manufactures construction toys. Their marketing strategy is based on nostalgia and creating a community. LEGO partners with popular franchises like Star Wars, Harry Potter and Marvel to create themed LEGO sets22. This strategy allows you to reach a broader and more diverse audience.
In addition, LEGO has created the LEGO Ideas platform, which allows fans of the brand to propose ideas for new LEGO sets.23. This initiative generates greater commitment to the brand and encourages the creativity of its followers.
Old Spice: revitalizing a brand through humor and originality
Old Spice is a brand of personal care products for men. In 2010, the brand launched an advertising campaign that went viral on YouTube. The campaign, starring actor Isaiah Mustafa, was characterized by its absurd humor and originality.24.
This campaign managed to revitalize Old Spice’s image and significantly increase its sales. The key to success was the combination of a clear message, a charismatic character and an effective digital marketing strategy25.
Dollar Shave Club: challenging the industry with a disruptive marketing strategy
Dollar Shave Club is a company that offers a razor subscription service. Its marketing strategy is based on disruption and humor. In 2012, the company released a viral video on YouTube that mocked the razor industry’s traditional marketing strategies.26.
This campaign, which was characterized by its authenticity and irreverent humor, managed to capture the attention of consumers and generate a large number of subscriptions. Dollar Shave Club proved that it is possible to challenge large companies with an innovative marketing strategy and a quality product at an affordable price27.
Conclusion: marketing as a comprehensive process
Throughout this article, we have explored the idea that marketing is a comprehensive process that encompasses both the “what” and the “how.” Companies that manage to stand out in the market are those that not only offer high-quality products or services, but also implement effective marketing strategies that allow them to connect with their target audience in a meaningful way. The examples analyzed, both from well-known companies and lesser-known cases, demonstrate that innovation, creativity and originality are key elements for success in today’s marketing world.
In an increasingly competitive environment, it is essential that companies adopt a strategic approach that allows them to differentiate themselves from the competition and build a strong brand. Marketing is not just about selling products, it is about creating experiences, building relationships and generating long-term value. Companies that understand this premise and apply it effectively will be better positioned to achieve success in the market.
To achieve this success, it is crucial to integrate the “what” and the “how” into a coherent marketing strategy. Offering an exceptional product or service is the first step, but it is equally important to communicate it effectively, using innovative strategies that adapt to market needs and consumer preferences. Customer relationship management (CRM), the use of Big Data and exploring new forms of innovation are key elements to building a strong brand and generating a lasting impact in the market.
Sources cited
1. What is Marketing? Definition, strategies and examples [2021] – Rock Content, accessed: January 22, 2025, https://rockcontent.com/es/blog/marketing-2/
2. What is Marketing? — The Definition of Marketing — AMA – American Marketing Association, acceso: enero 22, 2025, https://www.ama.org/the-definition-of-marketing-what-is-marketing/
3. The evolution of marketing over time: from marketing 1.0 to marketing 5.0 | Journal of Analysis and Dissemination of, accessed: January 22, 2025, https://revistascientificas.usil.edu.py/radee/article/download/57/48/58
4. The concept of Marketing: past and present – SciELO – Scientific Electronic Library Online, access: January 22, 2025, https://ve.scielo.org/scielo.php?script=sci_arttext&pid=S1315-95182008000200014
5. The 10 best examples of customer-centric companies – Bismart Blog, accessed: January 22, 2025, https://blog.bismart.com/kale/10-ejemplos-de-empresas-customer-centric
6. 20 innovative companies for 2021 – Punto Commerce, access: January 22, 2025, https://puntocommerce.com/blog/20-empresas-innovadoras-para-este-2021/
7. 8 examples of inspiring brand marketing strategies, accessed: January 22, 2025, https://es.semrush.com/blog/estrategia-de-marketing-ejemplos/
8. 10 examples of product innovation – Inforges, accessed: January 22, 2025, https://inforges.es/blog/ejemplos-de-innovacion-de-productos/
9. Companies with the Best Digital Marketing Strategies – Nandroid SEO, accessed: January 22, 2025, https://www.nandroidseo.com/empresas-mejores-estrategias-marketing-digital/
10. What is Marketing? The essential element for your company., access: January 22, 2025, https://www.enae.es/blog/el-marketing-un-elemento-indispensable
11. Blendtec’s Viral Video Marketing Strategy Revealed, acceso: enero 22, 2025, https://marketinglab.com.au/blendtecs-viral-video-marketing-strategy-revealed/
12. Real-time data and behavioral targeting to reach your audience, accessed: January 22, 2025, https://sharethis.com/es/data/targeting/
13. Innovation in marketing and examples in banking and insurance, accessed: January 22, 2025, https://mktefa.ditrendia.es/blog/innovacion-marketing-banca-seguros
14. A Deep Dive into Uber Marketing Strategies and Their Successes – Prismetric, acceso: enero 22, 2025, https://www.prismetric.com/uber-marketing-strategies/
15. Uber Marketing Strategy and why it dominates the market – Markarina.com, accessed: January 22, 2025, https://www.markarina.com/estrategia-de-marketing-de-uber-y-por-que-domina-el-mercado/
16. juice-studio.com, accessed: January 22, 2025, https://juice-studio.com/evolucion-del-marketing-de-airbnb/#:~:text=Uno%20de%20los%20aspectos%20m%C3%A1s,experiencias%20disponibles%20en%20la%20plataforma.
17. Airbnb Marketing Evolution: Redefining Hospitality | Juice Studio, accessed: January 22, 2025, https://juice-studio.com/evolucion-del-marketing-de-airbnb/
18. 11 Facebook marketing tips to boost your business (2024) – Shopify, accessed: January 22, 2025, https://www.shopify.com/es/blog/consejos-de-marketing-en-facebook
19. 7 keys to creating a marketing strategy on Facebook – Rommel & Montgomery, accessed: January 22, 2025, https://roymo.es/decodificador/estrategia-digital/estrategia-de-marketing-facebook/
20. GoPro’s Marketing Strategy: A Model of Success – Glenmont Consulting, acceso: enero 22, 2025, https://glenmont.co/gopros-marketing-strategy-a-model-of-success/
21. GoPro’s Marketing Strategy: Creating A New Height Of Success – CoSchedule, acceso: enero 22, 2025, https://coschedule.com/marketing-strategy/marketing-strategy-examples/gopro-marketing-strategy
22. Brick by Brick: The Marketing Mastery Behind Lego – Ptengine, acceso: enero 22, 2025, https://www.ptengine.com/blog/business-strategy/brick-by-brick-the-marketing-mastery-behind-lego/
23. Lego Campaign: Building a world of possibilities – Instituto Emprende, access: January 22, 2025, https://institutoemprende.com/campana-de-lego/
24. How Great Marketing Helped Old Spice | Madison Taylor Marketing, acceso: enero 22, 2025, https://madisontaylormarketing.com/library/how-great-marketing-helped-old-spice/
25. The Old Spice Marketing Revamp: A Masterclass in Rebranding, acceso: enero 22, 2025, https://glenmont.co/the-old-spice-marketing-revamp-a-masterclass-in-rebranding/
26. Dollar Shave Club Marketing Success: From Viral Video to Billion-Dollar Company, acceso: enero 22, 2025, https://www.optimonk.com/dollar-shave-club-marketing/
27. Dollar Shave Club Business Model – Strategyzer, accessed: January 22, 2025, https://www.strategyzer.com/library/dollar-shave-club-business-model
