Reasons for Unsuccessful Digital Marketing Strategies
Discuss about the Consumer Digital Marketing and Social Media.
Motorola was established in 1928. It was an American multinational telecommunication company. In 2011 the company split into two companies, Motorola Mobility and Motorola Solutions. The headquarters of both companies are located in Schaumburg, Illinois. The company primarily manufactured smartphones and other mobile devices. Digital marketing means the use of internet and other means of digital media and technology to support modern marketing. The digital marketing includes internet media such as emails, Facebook, website and more. It helps the company to achieve goals by using online marketing. It is also a plan of action to achieve the desired goal. This report includes a digital marketing strategy for Motorola. The reasons have been explained why Motorola was unsuccessful in it’s digital marketing strategy. The target customers of the company have been defined to whom it is trying to appeal. The reasons have been explained of company’s failure in meeting the demand of target customers digitally. Further Facebook, Instagram and YouTube have been implemented into the digital marketing strategy of the company. Finally, the visualization of all three social media has been given to support marketing.
The reason for company’s unsuccessful in digital market strategy is that it did not use social media platforms like Facebook, Instagram, and YouTube. Similarly, the strategies which were used by the company did not have a set goal. It resulted in wastage of resources and time. It was also one of the reasons for company’s unsuccessful in digital marketing strategy that it tries to fulfill everything at once (Hassan, Nadzim & Shiratuddin, 2015). It should notice that digital marketing strategies require a call to action and results which can be measured. The reasons for company’s unsuccessful in it’s digital marketing strategy are:
The digital marketing strategy is focused on customers. The company is required to focus more on the audience, their needs, wants, and luxury. The lack of research resulted in losing customer’s interest. It was not able to provide customers what was wanted by them. It could not focus on users trend.
There was no promoting content available by the company on the website. The content available was not successful in promoting the company (Leeflang, Verhoef, Dahlström & Freundt, 2014). The company needed to distribute and promote it with fervor and commitment. The company was not familiar with the strategies to increase content reach.
Defining Target Customers
Most of the content is unoriginal. It is not sufficient to get people on the website. It is strong enough to get people to take action. It is the original stuff which can get people to come back on your website. The company intended to get ideas and topics from competitors. This is the reason Motorola lost in this segment.
There was lack of network in the digital marketing of Motorola. The company focused less on building relationships. The efforts of relationship building efforts comprise clients, leaders of the field, top publishers and people from the same field (Tiago & Veríssimo, 2014). The network is a key to create interesting marketing content, meeting new people, intensifying reach and winning business (Stephen, 2016).
The lack of commitment is also a major reason for the failure of digital marketing. The company needed to read and understand reviews. The reviews could help the company to make changes and more commitment towards customers.
The target customers for Motorola were meant for the people who are interested in own smartphones. The company is trying to appeal a wide range of customers ranging from the 20s or 50s and as long as the person has the ability to purchase and use the product. The company mainly targets:
Teenagers to early adults (14-25): This age group is seen more passionate towards purchasing mobile phones. These customers have the ability to purchase any model of the company.
Adults (26-50): This target group specifies the large portion of company’s mobile phones. They have the most ability to purchase products. This segment mainly purchases medium to high range products.
It is the biggest challenge for Motorola to meet needs of the target customers who are most likely to become customers of the company. The company was not successful in meeting the demand of customers due to some reasons. Out of these reasons one reason is the company did not acknowledge a specific target audience. It is important to understand and define the target customers. The company was not able to identify the people and could not create marketing campaigns to speak with them directly (Ashley & Tuten, 2015). The other reason recognized is a wrong criterion to identify customers to who company wants to reach. The speed of service is essential to customers. The company was not successful in reverting customers within the quick response time. In addition to the speedy service, the customers expect availability. The company was also not able to provide 24/7 website (Killian & McManus, 2015). There are some demographic factors which were not considered by the company such as age, gender, and geography to refine the best recipients of mobile phones.
Digital Marketing Strategy
Facebook is a platform which allows users to engage in social interaction. The customers can interact with company and company can respond customers. The presence of social media like Facebook helps the company to advocate brand and to engage and learn about customers. It is appropriate for Motorola to be on social media as it can take the most advantage of it (Järvinen & Karjaluoto, 2015). The company is required to update it’s content regularly on Facebook to maintain the interest of customers. It puts a positive impact on customers. The company is also required to respond to questions and comments of customers promptly. The marketing automation is used at the Facebook platform to determine which stage customers are and use the information to make the decision to purchase products. The AIDA approach can help Motorola to grab the attention of people and can take people through content to the point that they take action to purchase products of the company.
It is important for the company to be on social media like Instagram. It shows the plan of the company and what it is trying to achieve. It includes the details of the company and the most recent updates. Making a right move on social media can have a significant impact on customers and more chances of leading in the market (Kannan, 2017). On the other hand, it is noticed that people nowadays are more interested in using Instagram. It also helps the company to target customers. So Motorola can make use of Instagram in it’s digital marketing strategy for more effective marketing (Alkhowaiter, 2016). The DAGMAR model was useful for Instagram which measured the result of an advertisement campaign. This model was successful in guiding customers through four phases, awareness, comprehension, conviction and action. This model undertakes a high involvement and ‘learn free to do’ hierarchy (Patti, Hartley, Van Dessel & Baack, 2017).
Motorola can include Twitter in it’s marketing strategy. The company can get opportunities to attain a place in the market. As the technology has become complex it is important to have a good strategy. Twitter creates positive reviews by tweets and increases the number of customers online. It provides better research to customers (Aladwani, 2015). It is a cheap means to establish a presence. The company can communicate a large amount of information at lower costs. The consumers can also interact with each other consumers by using digital platforms. The customers have great access to the information online and the company can take advantage of it. Twitter is an effective campaign of digital marketing. It uses content marketing and aims to achieve the specific objective of the company. The DRIP model showed positive results to company. Twitter used this model to launch a new model. DRIP stands for Difference, Reinforce, Inform and persuade. The approach helped in differentiating product of Motorola and reinforced message of brand (Hidalgo, 2015). Further it made people aware about the product of company and persuade audience to purchase the product. Twitter influences someone to take action and is the ultimate objective of the company.
Conclusion
The digital market strategy of a company engages with customers and allows them to interact with the company. It has been observed that Motorola was unsuccessful due to it’s digital marketing strategies. It is because the strategy had no promoting content, lack of research and networking. The role of social media in the digital marketing strategy has been defined. Motorola can implement digital marketing strategies such as Facebook, Instagram, and Twitter to conduct operations more smoothly.
References
Aladwani, A.M., 2015. Facilitators, characteristics, and impacts of Twitter use: Theoretical analysis and empirical illustration. International Journal of Information Management, 35(1), pp.15-25.
Alkhowaiter, W., 2016, September. The power of instagram in building small businesses. In Conference on e-Business, e-Services and e-Society (pp. 59-64). Springer, Cham.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.
Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N., 2015. Strategic use of social media for small business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, pp.262-269.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era. European management journal, 32(1), pp.1-12.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, pp.17-21.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.
Hidalgo, C., 2015. Demand Process Glossary. In Driving Demand (pp. 183-189). Palgrave Macmillan, New York.
Patti, C.H., Hartley, S.W., Van Dessel, M.M. and Baack, D.W., 2017. Improving integrated marketing communications practices: A comparison of objectives and results. Journal of Marketing communications, 23(4), pp.351-370.
Order an Essay Now & Get These Features For Free:
Turnitin Report
Formatting
Title Page
Citation
Outline
