E-marketing Business Plan for GlassInfinity - Essay Example

?E-marketing Business Plan for Glass Infinity Glass Infinity is the corporate brand of Google’s long-time development program Project Glass. This program resulted in the development of interactive eye-wear technology. This technology is now fully integrated and functional with the modern world. Specifically, this technology incorporates elements from social media, global positioning systems, and general phone and Internet functions to allow individuals to more adeptly navigate their environment directly from eye-wear. While this project was long in development and viewed as something that would only exist in a fictional future world, Google has finally developed a model to release to the public. With the unique nature of this product design, there is the further recognition that Glass Infinity must develop a strong e-marketing business plan. The following constitutes a strategic e-marketing plan to increase online sales, social media awareness, and online advertising reach. The first part of the advertising strategy aimed to increase the product’s social media awareness. While social media are often recognized as constituting a phenomenon for youth culture, research has demonstrated that adults increasingly engage in social networking Lennon & Curran (2012). Lennon & Curran (2012) examined social network users among individuals over 50. This research revealed that these individuals primarily engage in social media as a means of enjoyment. This is contrasted with younger audiences who more fully implement the functional characteristics of these platforms. Today’s most prominent social networking platforms are Facebook and Google’s own Google Plus. Following Lennon & Curran’s (2012) recognition that expanding older demographics necessitates an enjoyment component in the process, this report recommends that Google develop an interactive social networking game that allows subscribers the ability to experience what it would be like to own the 3d eye-wear. Huang et al (2013) further considered that traditional viral advertising campaigns do not go far enough in establishing interactivity. Subsequently, one considers that targeting both young and old consumers with the intention to expand social media awareness, it is necessary to engage the product and the audience through increased levels of interactivity. In this way, the company would develop a platform that individuals could quickly download to their networking account. This platform would use Google Maps and Project Glass to allow individuals to explore major land areas and actually meet up with other people from their friend’s list. The individuals then could post some of their findings to their social networking wall, indicating that they met at a major landmark using Project Infinity. For instance, two people could choose to explore downtown Paris with the interactive eye-wear. As the messages about meet-ups are posted to the online wall, other participants will be encouraged to join, ultimately leading to the real world purchase of this interactive eye-wear. The second part of the strategy aimed to increase the product’s advertising reach. Because of Google’s unique position as the Internet’s primary search engine, this strategic report recognizes that the company can leverage its position in this realm to promote the product’s advertising reach. In increasing advertising reach, this report recommends that Google consider giving Glass Infinity privileged spots in search engine searches. In addition to leveraging search engine optimization (SEO), this report considers that the company should implement unique methods of advertising. One prominent method that is supported by recent research is blogging. Balaque & Valck (2013) indicates that blogging is an effective tool for expanding advertising outreach when it is implemented in controlled contexts. Goldsmith (1999) considered that high credibility spokespeople markedly improve customer’s belief in the specific product. Rather than targeting one or two celebrities, this research recommends that Google locate a number of celebrities who embody the company and the product’s innovative ideals. These celebrities’ blogs will then constitute a thematic advertising campaign. Characteristic celebrities for this form of blogging could include Google’s own Sergei Brinn. Young and hip celebrities such as Megan Fox could be used to open the product to audience’s that would otherwise view the product as only being for a highly technical crowd. Google’s control of the search engine platform allows it to increasingly link these blogs to a variety of celebrity search results. The final part of the strategy aimed to increase the product’s online sales. In large part, this report considers that online sales will be increased through the directives established in the above categories. In this way, the report has structured these inputs in a way that they will comprehensively result in increased online sales. Still, this report recognizes that increasing online sales is contingent on the structural dimensions of the business model. Ryong (2004) examined the implementation of a variety of business models as contributing to online sales. The research included both single and dual core strategies. Ultimately, Ryong (2004) found that businesses that implement dual core strategies improved online sales over businesses that only implemented single strategies. Subsequently, this report recommends Glass Infinity implements competitive advantage and concentration. In terms of competitive advantage, the company is encouraged to leverage its Google Plus platform, as well as take full advantage of its ownership of the Western world’s primary search engine. In terms of concentration the report recommends that Google continue implementing its own Android platform, as well as attempt to implement strategic measures, including the use of Google Maps, that will discourage competition. The following chart details the projected gains over the next five years in the above-explored market research objectives. While this chart constitutes estimates, the report considers that if the strategic recommendations are successfully implemented, then these figures should be attained. Years Online Sales (units) Awareness (Social Media)(%) Advertising Online Reach 1 200,000 40% 5% 2 1.3 million 60% 10% 3 4 million 80% 20% 4 7 million 90% 35% 5 10 million 100% 50% Fig. 1 Projected Gain in Market Research Objectives While it is difficult precisely to determine the extent that this mix of marketing strategies is unique among organizations, from an overarching perspective there is the recognition that Google’s Project Glass is a substantial innovation. In this way, the product is highly differentiated from literally all other product releases. One can consider this innovation as consistent with Apple, Inc.’s release of the iPhone smartphone technology, and later the iPad tablet technology. Subsequently, the implementation of the above social media and advertising online reach strategies are highly differentiated in terms of product design. One considers that while the implementation of Facebook or Google Plus platforms to expand the social media awareness is not innovative, the implementation of Google Maps and Project Glass in an interactive platform constitutes a significant means of product differentiation. Similarly, while the implementation of blogging to expand advertising online reach is a well-entrenched strategy, just as is the use of high credibility celebrities, their use of this unique product within the blogging context is highly innovative. In conclusion, this strategic report has examined the ways Glass Infinity can increase online sales, social media awareness, and online advertising reach. In terms of social media awareness, the report recommended that Glass Infinity implement a unique interactive platform for customer engagement. In terms of online advertising reach, the report recommends that the company increase the product’s search engine rankings. Additionally, it recommends that high credibility celebrities engage with the product and record their online video blog format. These strategic inputs are recognized as contributing to the increase of online sales. Finally, these elements have been considered in relation to the extent that they innovate and differentiate the product. References Balaque, C., Valck. K. 2013. Using Blogs to Solicit Consumer Feedback. Journal of Interactive Marketing. 27. Goldsmith, R. 1999. Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad. Journal of Business Research 44, 109–116 Huang, J. et al. 2013. Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising. Journal of Interactive Marketing. 27. Lennon, R., Curran, J. 2012. Social Networks and Older Users: An Examination of Attitudes and Usage Intentions. Contemporary Marketing Review Vol. 2(2) pp. 01 – 13. Ryong, K. 2004. Associations Between E-Business Models and their Business Performances. Journal of Strategic E-Commerce. Vol. 2, No. 1 Read More