Developing Digital Marketing Strategies for - Assignment Example

YouTube strategies of Fonterra Foods and MLC Finance Fonterra Foods and MLC Finance both post their commercials in YouTube. Fonterra has a TV ad in YouTube for its “Ski Activ” yogurt, while MLC has its “With you-advice.” Both commercials highlight the benefits of their products or services. “Ski Activ” stresses the benefits of “comfort” from digestive issues and potentially losing weight. MLC asserts that it can help families go through their lives, without sacrificing their “wants.

” The commercial also sends the message that thought parents may not understand their children, MLC completely understands the diverse financial needs and goals of every family member, because it has worked with families for 120 years. It also focuses on the logo of MLC, the golden egg. Fonterra, however, also posts documentaries, such as “Food For Thought.” This is a documentary that shows facts and trends on food and lifestyles. The company also provides a four-part documentary on Fonterra.

These documentaries provide further information on the nature and extent of Fonterras business. Fonterras Ski Activ can target women and men aged 20 to 50 by showcasing two models in their YouTube ads. One female model eats Ski Activ for fourteen days and has less digestive problems and gets slimmer than the other who does not eat Ski Activ. There should be a separate commercial for male models and one for those in their twenties and another for those in their fifties. This will show the audience that Ski Activ has a broader target market niche.

Furthermore, the YouTube ads should have links directing to more information about Ski Activ and what kinds of problems it can resolve. This will entice women to consider testing Ski Activ, especially since it has a money-back guarantee. This money-back guarantee should also be highlighted more in YouTube ads, with emphasis on the idea that consumers have nothing to lose, except extra weight and digestive discomfort. MLC can produce more specified YouTube videos for its target market of 35 and above, males and females, with incomes above $65,000 per year, by focusing on how easy it is to contact MLC financial advisers online or through the phone.

The excitement levels for insurance plans that MLC offers can be heightened by using a mix of logical and emotional appeals. Logical appeals will emphasize the importance of insurance to having a more secure future, especially during these economically chaotic times, while the emotional appeals will focus on the happiness and comfort that MLCs wealth management expertise can offer. Customers of MLC should be shown as happier and more confident, as well as more successful than those who are not.

The YouTube ads should further have links directing people to additional, but summarized information about superannuation and different options in opening and maintaining accounts with MLC, as well as computations of costs and benefits to consumers. It can also add links to videos that tell more about MLC as a company, like what Fonterra does with its documentaries. A documentary can show that MLC is a trusted company in terms of wealth management. These YouTube videos should also be linked with other videos that the target market often view, so that they can reach additional customers more.

Reference ListFonterra 2010, Food For Thought – Fonterra.wmv, 20 June, viewed 23 August 2011, .Fonterra 2010, The Fonterra Documentaries: Australia and New Zealand - Part 1, 18 August, viewed 23 August 2011, .Fonterra 2011, Ski Activ commercial, 6 June, viewed 23 August 2011, .MLC 2010, MLC “With you – advice” TVC – AdNews, 17 October,viewed 23 August 2011, .