Digital Marketing Tactics - Case Study Example

Marketing Essay Digital Case Study – Cross-fit Burke i. Digital Marketing Tactics Among the core marketing tactics of Cross-fit Burke is their website, particularly designed to drive conversions. The Cross-fit Burke website has all the information potential clients need to know about the organization (Cross- Fit Burke, 1). Moreover, members can access their personal accounts from the website. Unlike other websites, Cross –fit Burke has a section for blog posts where different members express their views and narrates significant experiences at the organization or with certain staff-members of Cross- fit Burke. On the other hand, they also apply email marketing as the main channel of communication between the organization and the members. This applies in notifying members of upcoming events, changes in the normal schedule or other individual information relative to their membership at Cross- fit Burke. Popular for most organizations, Cross- fit Burke are very active in the social networks such as Twitter, Facebook, YouTube, Instagram among others (Cross- Fit Burke, 1). The vast participation in the social media makes marketing easier, particularly when practicing the community role as a renowned gym. Cross – fit Burke also practices search engine optimization to promote and markets its services to individual consumers and corporations interested in engaging their employees in training or healthy living initiatives. Generally, the organization applies the combination of customary and modern marketing channels since they also have brochures and banners but digital marketing is the most prevalent. Finally, given the nature of the company’s services, particularly physical training and encouraging healthy living, Cross- fit Burke consistently use online videos, some of which are on their website and others on YouTube (Cross- Fit Burke, 1). ii. Why did they choose these tactics? Based on the information provided by Cross- Fit Burke’s marketing department most of their digital marketing statistics had primal purposes to serve while others resulted from the multiple advancements in technology hence applied as a development of their strategy. Essentially, email marketing would apply in helping the company’s contact list grow through a summary of the member’s information on the company website and Facebook. Moreover, it also applied as a standard platform where Cross- fit Burke would easily organize, store and maintain lists and information, particularly through segment lists from the email addresses, making it easier to send messages to the correct people in a short time. Relative to the clients’ access, Cross- fit Burke was sure the members could easily access the message through multiple devices and more likely than using the social marketing. The website, search engine optimization and participating on the social media was the marketing team’s ways of creating a stronger link between the company and the customers. They would all apply in brand awareness and engagement. All three platforms would help the clients have a more comprehensive understanding on the areas they would want to specialize in, particularly the different segments in Cross- fit Burke. Given the strong link provided by the social media and website, it would be easier for the company to encourage the potential customers in joining Cross- fit Burke and thereafter, apply in retention, upsell and creating more opportunities for financial gains. iii. How did the tactics perform for them? The digital marketing tactics have had substantial influence on Cross- fit Burke allowing the organization to target and track many essential attributes, relative to their services, customer needs and competition. Moreover, it has had significant influence on accuracy when calculating the Return on Investment. Above all, email marketing, social media and the website have created a stronger connection between the corporation, its consumers and potential clients. This makes it easy for Cross- fit Burke’s employees to understand different responses since all the tactics are affordable, easy and definitely has results. Moreover, the marketing department has established the significance of understanding the customer and aim at implementing more digital marketing tactics focusing on customer needs and overall communication. During the provision of services, Cross- fit Burke has adopted the idea of considering client experience and expertise for maximum optimization and comprehensive understanding of the every tactic’s influence. This has had positive influence on retaining of customers and increase of loyalty rates of Cross- fit Burke (Cross- Fit Burke, 1). Since the implementation of these digital marketing tactics, Cross- fit Burke has set new profit targets as the initial ones became conceivable after a few months. However, the marketing department has had multiple challenges in establishing the specific impact of each tactic but has made the conclusions that analysis is equally important as novelty and creativity. With the increase in chronicle diseases such as cancer, more people are interested in physical training and healthy living thus creating a shift in demand. However, excellent marketers are a necessity as indicated by the Cross- fit Burke statistics compared to other competitors. Appreciably, Cross- fits Burke’s digital marketing model seems to generate revenue instinctively and with the right analytical minds, the marketers could make standard estimations. iv. What do you recommend they do differently in the future? The key role of consumer marketing in the corporate world is implementing approaches that advocate for care and attention towards the clients. Definitely, the Cross- fit Burke acknowledges the significance of creating a strong link between the organization and customers and they should focus more on personalization than establishing the specific impact for each tactic (Gasca, 1). This will not only form a large customer base but also counter the rising costs of acquisition and customer retention. Moreover, even with substantial digital marketing tactics, every aspect of their implementation matters, particularly the marketers. Traditional marketing strategies required less knowledge; in fact, the basic information would guarantee a realization of the organizational goals. However, the modern world has different conceptions; the Cross- fit Burke should consider training courses as part of the marketing department initiatives. This will create a firmer foundation when handling change to meet new demands. Finally, given the nature of Cross- fit Burke’s services, they should focus on mobile first. Today, most organizations put extended attention on websites overlooking the efficient deliverance of mobile friendly tactics (Patel, 1). This could include creating more accounts of social media platforms or even designing an application. Significantly, this will also integrate well with the search engine optimization since mobile friendly sites rank higher in searches. Works Cited Cross- Fit Burke (CFB), About: Welcome to Cross- Fit Burke, 2015. Web, Web, 26 May 2015 < http://crossfitburke.com/> Gasca, Peter. Create a Better Digital Marketing Strategy: Entrepreneur, 2015, Web, 26 May 2015 Patel, Neil. 6 Things that Every Entrepreneur Must Know About Digital Marketing: Forbes. 2015. Web, 26 May 2015 < http://www.forbes.com/sites/neilpatel/2015/05/04/6-things-that-every-entrepreneur-must-know-about-digital-marketing/> Read More