"A lot of times, people don't know what they want until you show it to them." - Steve Jobs

The continued success of digital or Internet marketing is due to the rapid increase in the access to the web via mobile devices. It has accelerated rapidly in the last five years to the point where, according to a 2014 survey done by Comscore, the days of the desktop computer are over. The mobile platform has become the predominant way that people access the internet. Smartphones and tablets now account for about 60% of all Internet traffic in the USA. Furthermore, 52% of all mobile traffic and digital media engagement is via the mobile app phenomena.

A brief history of the computer and Internet marketing

The foundation for digital media marketing was laid in the 1980s when the first commercially available desktop computers began to enter the home of the average citizen. However, the Internet as we know it today was only developed in the 1990s. Additionally, Google was founded in 1989. It is worth noting that the simple email was the first vehicle that Internet marketers used for marketing purposes. Interestingly enough, email and building email lists are still considered a primary way to market products.

A successful digital media marketing campaign

Thus, the question that begs is how to plan and execute an aggressive marketing campaign; one that will ensure that our new product goes viral. One of the best ways to develop a successful marketing strategy such as the latest fidget spinner craze.

What is a fidget spinner?

Before we look at what we can learn from the fidget spinner marketing campaign, let’s look at what fidget spinner is:

Simply stated, a fidget spinner is a toy that is marketed as a stress reliever. It consists of a bearing in the centre of a design and is manufactured from different materials like brass, copper, stainless steel, and plastic. The material on the outside of the spins around the middle bearing for ages without stopping. Part of the reason why it is so successful is that it is advertised as a tool to help people who battle to concentrate or focus.

The core element that we can take away from this case study is the way the fidget spinner's marketing campaign is managed and executed. Here are a couple of the salient points:

Grow a viral loop

In essence, a viral loop is a marketing campaign that is designed to infect a person to such an extent that they share it with their social media friends, etc. A viral loop aims to grow its audience from zero to millions of viewers in a very short space of time. It is designed to increase exponentially, as consumers are used as marketers to increase the product’s exposure.

Target niche-specific platforms

It is vital when planning a marketing strategy to ensure that only content that is highly relevant to the target page and article subject is published on the stated platform. Otherwise, the intrinsic value of the campaign will be diluted to the extent that it is worthless.