10 Digital Marketing Lessons From Ashley Madison
On Monday, 20th June, it was revealed that the most infamous infidelity website in the world has been hacked. Founded in 2001, Ashley Madison has amassed millions of members from all around the world and is known for its controversial slogan, ‘Life is short. Have an affair.’ The hack is sensational for many reasons, however it is breach of privacy that will affect the future success of the website. Never mind the devastation of spouses finding out about extramarital affairs through leaked messages and photos, marketers are wondering will this hack affect Ashley Madison’s ambitions for an IPO?
1.Digital marketing can define a brand’s persona
2. USP can be communicated effectively using digital marketing
3.Video Marketing can increase conversion rate and brand awareness
When a television ad spot was rejected in 2009 during the Super Bowl, Ashley Madison’s video was put on YouTube where over 1.3 million people viewed it. With video marketing conversion rates outperforming all other digital marketing strategies, this is effective marketing for the brand.
4. Blogs are effective for content marketing
Ashley Madison has an informative blog about online dating that is both engaging and updated constantly. Blogs are effective in attracting new readers and in creating a persona for the brand. Their lighthearted, easy to read posts are good examples of content marketing for their targeted users.
5. Know your target customers
Ashley Madison knew its target users and directed its digital marketing at them. In the beginning, the brand targeted independent and upwardly mobile women who were looking for affairs. The brand used marketing to convince potential users-both men and women-to search for their partners online.
6. Unique marketing content is best created inhouse
In the beginning, Ashley Madison created their content marketing and advertisement in-house because no advertising agency understood their market well. The more unique the brand, the better the position they are in creating content for their own marketing. Marketing agencies can be outsourced for better distribution of the content.
7. Optimize conversions from the start
Acquiring customers was the one of the first things Ashley Madison looked at. They used targeted marketing and mass advertising to quickly convert leads into paying members of their website. A content strategy that optimized conversions should be the priority of every online business.
8. Customer data is used for optimizing marketing campaigns
Ashley Madison has collected many pieces of data about its customers and used this to improve their digital marketing campaigns. By analyzing the behavior of their customers, Ashley Madison was able to place advertisements at optimal times or intensify their marketing.
9. Consistency in digital marketing
The message communicated by Ashley Madison is harmonious across all of its digital marketing channels. This way, it was able to maintain a consistent brand persona that attracted/retained more customers.
10. Context informs the content marketing
Context provides the setting for Ashley Madison’s content marketing. The brand analyzes people’s behavior to serve up advertisements in the correct contexts: when they are browsing adult websites or looking for online dating sites. Marketing in the right context can increase conversion rates tenfold and that is what Ashley Madison has done.