Digital Success vs. Failure: How the Right Strategy Can Make or Break a Brand
In today’s fast-paced digital landscape, businesses can no longer afford to overlook digital marketing. A strong online presence can drive success, while failure to adapt may result in stagnation or even decline.
This article examines real-life case studies of Australian brands, highlighting how some have flourished through effective digital strategies while others have struggled due to a weak online presence.
By the end, you'll gain valuable insights into what works, what doesn’t, and how to apply these lessons to your own business.
Digital Marketing: What Drives Success and What Leads to Failure
Canva (SEO-Driven Growth & Content Strategy)
Canva, an Australian graphic design platform launched in 2013, achieved global success with its user-friendly, drag-and-drop interface. Its strong digital marketing strategy—leveraging social media, SEO, and influencer collaborations—helped capture a massive online audience.
This highlights the importance of digital marketing in Australia, where online platforms drive shopping, research, and engagement. Businesses that adopt SEO, social media, content marketing, and paid ads gain a competitive edge in brand awareness and customer retention. In contrast, brands that fail to adapt risk losing relevance and market share to digitally agile competitors. Effective digital strategies are essential for long-term success.
The impressive growth of Canva to a $6 billion valuation was driven by a strategic blend of SEO-focused content marketing, building links from other websites and scalable landing pages. Their approach centered on understanding user needs and building landing pages tailored for specific search behavior. By dividing their landing pages into two types — “Create Pages” for action-driven users and “Template Pages” for discovery-focused users — Canva effectively captured search traffic from multiple angles.
The Process and Result
The process involved understanding user behavior and intent, optimising landing pages accordingly and focusing on SEO strategies like keyword targeting and backlink building. By using two types of landing pages — action-oriented and discovery-based — Canva tailored its content to different user needs.
The result was a significant increase in search traffic, user engagement, and ultimately, a $6 billion valuation. This approach enabled Canva to scale effectively and capture a broad audience across various search intents.
Key elements of their strategy include:
- Developing a robust content directory structure with over 55 main pages and 300+ subpages, ensuring niche keyword coverage. This extensive content structure allowed Canva to target long-tail keywords, effectively increasing visibility for a wide range of search queries while maintaining a user-friendly navigation system.
- Utilising scalable landing page templates optimised for both SEO and conversions. Canva created templates that could be easily adapted and updated, ensuring that their landing pages remained relevant and high-performing across different user segments. This scalable approach allowed them to keep the content fresh and aligned with evolving user needs.
- Investing heavily in backlink outreach, targeting high-authority websites. By securing backlinks from reputable sources, Canva not only improved its search engine ranking but also built credibility in the competitive design and digital marketing space. These high-quality backlinks contributed significantly to their domain authority and overall organic growth.
Key Digital Tactics:
Search Intent-Based Landing Pages:
- Designed pages for transactional and discovery-based search queries.
- Optimised H1 titles, content architecture, and keyword-rich descriptions to rank well.
Content Directory Structure:
- Developed interlinked main and subpages to target long-tail keywords.
- Make sure to provide thorough internal linking to have the best SEO impact.
Backlink Outreach:
- Created a focused team to conduct individualised outreach and obtain backlinks from authoritative sites.
- Wrote targeted outreach emails, prioritising empathy, relevance of content and anchor text clarity.
Content Culture Investment:
- Established a solid content marketing team with SEO specialists, developers and outreach experts.
- Continuously developed efforts to enhance the quality of content and SEO strategies.
Results:
- 4.24M Backlinks: Acquired from 100,000+ domains.
- 270M Organic Visitors: Yearly traffic driven by SEO.
- 85% of Fortune 500: Active users on the platform.
- SEO-Driven Engine: Continuous long-term growth.
Koala (Email Marketing & Website Optimisation for Rapid Growth)
Koala is an Australian furniture brand known for its innovative, hassle-free shopping experience and commitment to sustainability. By leveraging digital marketing, including targeted email campaigns and a user-friendly website, it quickly gained traction in the competitive eCommerce space. Their strong online presence and customer-focused approach helped them scale from a startup to a multi-million-dollar business in record time.
Koala’s strategy to grow from $0 to $13 million in 12 months combined a powerful email marketing strategy with site optimisation. The email campaign was particularly key to their success. It involved a 9-email sequence over three weeks, carefully crafted to re-engage potential customers and create a sense of urgency. The emails were strategically timed to maintain consistent contact with leads, encourage them to take action, and gently push them toward making a purchase. By building momentum through this sequence, Koala was able to nurture interest and drive conversions.
Focusing on simplicity, clear messaging, and user-friendly navigation, the website was optimised to maximise conversions. The design eliminated unnecessary complexity, ensuring a smooth user experience. Clear messaging communicated the value proposition quickly, while intuitive navigation made it easy for visitors to find what they needed and move through the site. This seamless experience kept potential customers engaged and guided them smoothly through the buying process. Combined with a strategic email campaign, Koala successfully turned prospects into paying customers, contributing to their rapid growth.
Key elements of their strategy include:
- Effective email marketing: A targeted, sequenced email approach that built urgency and re-engaged leads over time.
- Optimised website design: Clear, user-centric navigation with strategically placed CTAs and product information.
- Customer-centric approach: Focused on delivering value through discounts, social proof, and urgency to drive conversions.
Key Digital Tactics:
- Email Marketing Sequence:
- Began with a $100 discount offer immediately upon signup.
- Sent a follow-up email within 40 minutes to reinforce the deal.
- Added social proof, product reviews, and countdown timers to create urgency over the next few days.
- After two weeks, launched another three-email sequence with a bigger discount to re-engage leads.
Website Optimisation:
- Simplified the menu and used concise content to ensure clarity.
- Placed key elements like CTAs and product information above the fold for easy access.
- Focused on clear, user-centric navigation to improve conversions and reduce friction.
Results:
- $13 million in revenue: Achieved in just 12 months.
- Increased customer engagement: Significantly improved response rates to email campaigns.
- Reduced cart abandonment rates: Due to more effective email nurturing and site optimisation.
- Improved conversion rates: Higher conversions from the simplified website and targeted email sequence.
- Rapid growth: From $0 to $13 million in a short time, driven by the combination of email marketing and site optimisation.
Want to build a strong online presence and achieve business success? Connect with the experienced team at Planet Media to plan a strategic web design and digital marketing approach tailored to your brand. Let’s grow together!
Afterpay {Paid Ads & Influencer Marketing}
The strategy of using paid ads, influencer marketing, and partnership strategies to target millennials and Gen Z is focused on reaching and engaging these two key demographics, who are highly active on digital platforms and prefer authentic, value-driven marketing. Paid ads on platforms like Instagram, Facebook, Google Ads, and TikTok allow brands to specifically target millennials and Gen Z based on their age, location, interests, and behaviors. This targeted approach ensures that advertisements reach the right audience with personalised messaging that resonates with their needs and preferences.
Influencer marketing plays a significant role in reaching these audiences because millennials and Gen Z tend to trust influencers more than traditional advertisements. By collaborating with influencers who have large and engaged followings, brands can authentically promote their products or services.
Influencers are seen as relatable figures, and their endorsement can influence purchasing decisions among their followers, creating stronger brand awareness and trust.
Finally, partnership strategies involve collaborating with other brands, influencers, or events that already have the attention of millennials and Gen Z. These partnerships could include co-branded campaigns, giveaways, or collaborative content that aligns with the values and lifestyle of the target demographic. By partnering with established entities, brands can tap into a wider audience and gain credibility, further strengthening their connection with these generations.
By combining these tactics, brands can enhance their visibility, foster deeper connections with millennials and Gen Z, and ultimately influence their purchasing behavior.
Key Elements of the Strategy
- Search Intent-Based Landing Pages
Afterpay created dedicated landing pages tailored to both transactional and discovery-based searches. By optimising H1 titles, content architecture, and keyword-rich descriptions, they ensured strong search visibility and user engagement. - Content Directory Structure
A well-organised content structure was developed, including key service pages and supporting content that targeted long-tail keywords. This approach improved navigation, enhanced SEO performance and drove more organic traffic. - Partnership Outreach
Afterpay actively built relationships with high-authority websites, securing valuable links that improved search rankings and boosted domain credibility. These quality connections played a key role in their organic growth and visibility. - Scalable Landing Page Templates
To maintain consistency and relevance, Afterpay designed adaptable landing page templates that could be updated quickly based on evolving customer needs and industry trends. - Content-Driven Investment
Afterpay prioritised content marketing by assembling a skilled team of SEO specialists, developers, and outreach experts. Their ongoing efforts helped refine digital strategies and sustain long-term growth.
Key Digital Tactics:
- Search Intent-Based Landing Pages:
Designed pages for both transactional and discovery-based search queries. Optimised H1 titles, content architecture, and keyword-rich descriptions to rank well. - Content Directory Structure:
Developed interlinked main and subpages to target long-tail keywords. with thorough internal linking for the best SEO impact. - Backlink Outreach:
Conducted focused outreach to secure backlinks from authoritative sources. The outreach was personalised, with attention to content relevance and anchor text clarity. - Content Culture Investment:
Established a dedicated team for content marketing and SEO efforts, continuously developing high-quality content and refining SEO strategies.
Results
- 4.24M Backlinks: Secured from over 100,000 domains.
- 270M Organic Visitors: Yearly traffic driven by SEO.
- 85% of Fortune 500: Active users on the platform.
Brands That Failed Due to Weak Digital Strategies
While many businesses have thrived by embracing digital marketing, others have struggled or even collapsed due to their inability to adapt. The rapid shift towards online shopping, social media engagement and data-driven marketing has reshaped consumer behaviour, making a strong digital presence essential for survival. However, some companies failed to recognise this change, relying too heavily on traditional retail methods and neglecting the power of digital strategies. Below, we explore cases of brands that suffered significant losses—or even bankruptcy—due to weak digital marketing efforts and delayed adoption of digital trends.
Laura Ashley Australia
Challenge: Laura Ashley overly relied on physical retail stores with minimal digital marketing efforts and an underdeveloped online presence.
Result: Couldn’t adapt to the rise of online shopping, which ultimately led to bankruptcy.
Lesson: Without proper digital tools and adaptation, traditional retail methods are insufficient in today’s eCommerce-driven market.
Pumpkin Patch
Challenge: The brand failed to invest in eCommerce platforms and digital advertising, despite the clear shift in consumer buying behavior toward online shopping.
Result: Lost relevance in the market, which led to administration.
Lesson: Without a robust digital presence and the right tools to engage with customers, brands risk losing touch with changing consumer needs.
Toys R Us
Challenge: Toys R Us relied too heavily on traditional retail without adapting to eCommerce trends or utilising the right digital marketing strategies.
Result: Lost significant market share and faced store closures.
Lesson: Without proper digital marketing tools and strategies, brands fail to connect with consumers in the digital age, leading to poor engagement and reduced visibility.
Key Takeaways
- Canva
SEO-focused content structure, scalable landing pages, and high-authority backlinks helped Canva increase search traffic, drive growth, and boost organic visibility. - Koala
Effective email marketing, website optimisation, and urgency-driven tactics helped Koala re-engage leads, enhance user experience, and drive faster conversions. - Afterpay
Targeted digital marketing, SEO-optimised landing pages, and strong backlink outreach helped Afterpay reach Millennials & Gen Z, improve engagement, and boost organic growth. - Laura Ashley
Over-reliance on physical stores and failure to adapt to eCommerce trends led to Laura Ashley's lost market share and eventual bankruptcy. - Pumpkin Patch
Ignoring digital advertising and lacking an online presence caused Pumpkin Patch to lose relevance and fail to connect with evolving customer behavior. - Toys R Us
Traditional retail alone isn’t enough – Failure to integrate eCommerce and digital marketing led to market loss.
Want to see how the right digital strategies drive business success? Explore our in-depth case studies to uncover key tactics that have helped brands grow and lessons from those that struggled to adapt.
How Planet Media Helps Businesses Achieve Successful Digital Marketing
Success in digital marketing comes down to strategy, execution and adaptability. Canva’s rise was fueled by a strong SEO approach, leveraging search intent-based landing pages and backlink outreach to dominate organic search. Koala, on the other hand, used email marketing and site optimisation to engage leads and drive conversions.
These brands grew rapidly because they understood how to connect with their audience through data-driven marketing. On the flip side, businesses that fail to invest in SEO, content marketing and audience engagement often struggle to gain visibility and lose market share to more digitally agile competitors.
At Planet Media, we apply these same principles to help businesses succeed in the digital space. Our SEO-driven strategies improve search rankings, high-impact content marketing builds engagement, and targeted paid advertising drives conversions. Whether it’s optimising landing pages, creating compelling content, or leveraging social media, we ensure every marketing effort delivers measurable growth.
