Identifying Strategic Objectives
In the current business scenario, digital marketing strategy is important for the business organizations to gain competitive advantages. This is due to the reason that in the current time, digital platforms such as the social media platforms are having huge penetration in the market. The majority of the world’s population is currently present and active in the social media and other digital media platforms. This phenomenon further gained popularity due to the boom in the mobile internet industry. With the help of the mobile internet, huge portion of population came within the coverage of the digital technology. In the Australian business scenario, online coverage is more due to having higher market penetration of internet facilities in the country. This is leading the business organizations in Australia to opt for digital marketing strategy in order to cater to increasing traffic in the online sector.
Figure: 1
Digital scenario of Australia
Source: (Mitchell 2018)
Annex products are operating in the Australian market with having a few innovative products in their portfolio. They are small scale organization and thus leveraging more on the digital marketing strategy in order to regulate the cost of marketing (annexproducts.com 2018). The major objective of Annex products from initiating digital marketing strategy is to reach out to maximum number of customers effectively and in less cost (Tiago and Verissimo 2014). This report will discuss about the key digital platforms being used by the organization for their digital marketing strategy. In addition, the engagement strategies being followed by them will also be discussed. This report will also discuss about the coordination among the different tools of digital marketing strategy for Annex products.
There are number of digital platforms being used by Annex products in reaching out to the target customers. The major objective of using different platforms is to reach out to diverse set of customers. The following sections will discuss about the digital platforms used by them.
Facebook is one of the major digital platforms being used by Annex products in communicating with their target customers. The major benefits that they gained from using facebook is having separate and dedicated page that further helps them to display their entire product portfolio (Holliman and Rowley 2014). Another major advantage that is being gained by them is the feedback of the customers. In the current time, determination of the feedback of the customers is important due to the reason marketing orientation approach is followed. Thus, in their official page of facebook, customers are encouraged for providing feedback on their displayed products (Ramsaran-Fowdar and Fowdar 2013). In accordance to the feedbacks, Annex products are operating in the market. This is also helping them in gaining competitive advantages by offering products in accordance to need of the customers. On the other hand, facebook is the largest social media platform in terms of active users. Thus, the having the presence in facebook is also helping Annex products to reach out to maximum number of customers.
Digital Platforms and Content Analysis
Figure: 2
Social media statistics of Australia
Source: (Frankmedia.com.au 2018)
Twitter is another social media platform being used by Annex products in their digital marketing strategy. Twitter is also one of the most popular social media platforms after facebook (Leung, Bai and Stahura 2015) This tool is being used by Annex products in order to have more personalized review of the customers. In case of facebook, communication is more generalized in nature and in Twitter customers can be given more personalized and response. Thus having the presence in this social platform helps them to gain more insights from the customers.
Annex products are having their own official websites with having all the required information about the product offerings. In addition, their official website is having the provision of online shopping for their products. In addition, the content given in their official website is enough to make the customers aware about the innovation associated with the products and about their alternate utilities.
Content is the major element in the digital marketing strategy. This is due to the reason that quality of the content will determine the extent to which customers will get attracted by the digital marketing strategy and they will feel engaged. Annex products are having different and diverse sets of content strategy (Forouzandeh, Soltanpanah and Sheikhahmadi 2014). They initiate content marketing strategy for search engine optimization. This is beneficial for them due to the reason that the more update and diverse will be the given content, the more will be the probability for Annex products to have their website in the top section of the search engine. Thus, the visibility of their website is being determined by the effectiveness and quality of the content.
The content of their official website is being updated periodically and Annex products are having mainly two advantages from it. One of the advantages for them is securing top ranking in the search results by providing the updated content. The other advantage that they gain from the frequent up gradation of the content is providing customers with latest news and information. Thus customers will get more engaged if they are being provided with latest and upgraded information. Content strategy is also being followed in the social media platforms of Annex products (Kee and Yazdanifard 2015). This is helping them to have latest and newer information from their facebook and twitter platforms. According to the trend of social media, traffic will be more in a particular page only if the page is being frequently updated. Customers will get engaged only if they are being offered with latest information. The branding strategy for Annex products is also getting enhanced by providing latest content on their digital platforms (Ashley and Tuten 2015).
Engagement and Coordination Strategy
In case of the engagement strategy, Annex products follow both one on one and broad content strategy along with initiating the two ways communication. In the case of the broad content strategy, Annex products communicate through their official website. This helps them to reach out to the traffic of their official website with their message. On the other hand, two ways communication is being initiated through their social media platforms (Vien 2015). With the help of their content in facebook and twitter, Annex products initiate two way communication process with each one of the customers. In terms of the one on one communication, email marketing is initiated by them for their loyal and high returning base. This helps them to initiate personalized communication process with the customers and further helps in effectively determining the requirement of the customers.
All the digital platforms initiated by Annex products are being well coordinated. For instance, the content used in facebook and twitter is same and similar. However, the information or content being give on facebook is in more generalized and broad manner. On the other hand, the content being given in twitter is more personalized and intensive in nature. This is due to the reason that the content given in the facebook or in their official website is being responded to the customers through twitter (Luo and Zhang 2013). This ensures that customers are being involved in the communication process and thus their level of engagement will be more. Call of action for Annex products includes shopping links given in the official website that will directly lead the customers to the shopping portal by clicking on it. Thus, the impact of the content shared on the official website along with the given shopping link creates favorable buying motive among the customers. In addition, the seasonal discounts and offers being given to the customers are communicated through their digital mediums (Dahmil et al. 2014). This further enhances the customer interest in surfing through the platforms and buying the products.
It is recommended that apart from facebook and twitter, Annex products should have their presence in some other different social media platforms. This is due to the reason that according to the figure given above, YouTube and Instagram are more popular in Australia compared to twitter Thus, Annex products should have their presence in these platforms also. Moreover, it is also identified that they are already having Instagram page that is not popular due to the lack of up gradation of the content. Thus, it is also recommended that more social media platforms should be used by Annex products in order to reach out to larger customer segments. On the other hand, the existing Instagram page of Annex products should be renovated and added with newer materials that will increase the traffic for the page.
Conclusion
Thus it can be concluded that the existing digital marketing strategy of Annex products is helping them in their branding activities along with managing the cost of marketing. It is also helping them in gaining the feedback from the side of the customers and offering their products accordingly. The customer engagement strategies of Annex products through their digital marketing strategy are also being discussed in this report. However, this report discussed a few recommended steps that can further enhance the effectiveness of their digital marketing strategy and help in having more extensive branding approach in the market.
Reference
annexproducts.com (2018). Products | Annex Products. [online] Annex Products. Available at: https://www.annexproducts.com/pages/products [Accessed 12 Aug. 2018].
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.
Dahnil, M.I., Marzuki, K.M., Langgat, J. and Fabeil, N.F., 2014. Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, pp.119-126.
Forouzandeh, S., Soltanpanah, H. and Sheikhahmadi, A., 2014. Content marketing through data mining on Facebook social network. Webology, 11(1), p.1.
Frankmedia.com.au (2018). Social Media Statistics Australia- August 2017 – FRANk Media. [online] Frankmedia.com.au. Available at: https://frankmedia.com.au/2017/09/01/social-media-statistics-australia-august-2017/ [Accessed 13 Aug. 2018].
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
Kee, A.W.A. and Yazdanifard, R., 2015. The review of content marketing as a new trend in marketing practices. International Journal of Management, Accounting and Economics, 2(9), pp.1055-1064.
Leung, X.Y., Bai, B. and Stahura, K.A., 2015. The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), pp.147-169.
Luo, X. and Zhang, J., 2013. How do consumer buzz and traffic in social media marketing predict the value of the firm?. Journal of Management Information Systems, 30(2), pp.213-238.
Mitchell, V. (2018). CMOs take note: Internet users surpass four billion globally. [online] Cmo.com.au. Available at: https://www.cmo.com.au/article/632800/cmos-take-note-internet-users-surpass-four-billion-globally/ [Accessed 13 Aug. 2018].
Ramsaran-Fowdar, R.R. and Fowdar, S., 2013. The implications of Facebook marketing for organizations. Contemporary Management Research, 9(1).
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.
Vien, C.L., 2015. The future of marketing: Thriving in a digital world. Journal of Accountancy, 219(5), p.50.
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