Digital Marketing: Jawbone Digital Marketing Strategy Proposal - Coursework Example

Digital Marketing: Jawbone Digital Marketing Strategy Proposal Introduction The fast changing technological changes require any business or organization to adapt to new changes or face extinction. Jawbone faces stiff competition from Fit bit Force devices and Nikes Fuel band; which is currently being upgraded. Lack of appropriate marketing strategy will force Jawbone Up24 to be pushed out of the market. Despite Jawbone using a cutting edge smart phone app, it has been outwitted by Fit bit which has a built-in chip for better and more precise data interpretation. Nike fuel band fitness band has a wide digital coverage than UP24 and Fit bit force even though it has a lower performance than the two (Eastin , Daugherty & Burns,2011). Problem statement Digital marketing strategy provides the selling point for the modern companies today. Through the use of social networks and media, Jawbone can easily reclaim its title in the industry. Jawbone is a leader in wearable devices and technology, and it can embrace the technological knowhow it has to boost its presence in the market. The use of online campaigns and social networks like its rivals, will bring about a competitive run for their money. Purpose of the study The main purpose of this study is to determine the efficiency and effectiveness of the digital media platforms. The subordinate objectives are to evaluate measurements of the digital Medias and to understand the relevance of the digital medias by the target market. Online Campaigns The social media is the new television of the recent population. This is due to the use of excessive internet by users through computers and smart phones Jawbone can develop its own social network to get in touch with the users. The online social network will assist users to view a variety of products and services, their design, effectiveness and their prices (Ryan & Jones, 2012). UP24 is a fitness gadget that any individual who mind his or her health will find it useful to purchase. The only problem is when the right information does not reach to the right audience. Television is mostly viewed by the elderly people who constitute a quarter of the total population, and a very few number of them usually care about training or physical exercise for their well being. The online social network will assist the users to share their experience of the device with other online users. This will promote competition among the users of the same device. The users can also educate other users with the ways and mean of burning more calories and living healthier at the long run. The website will also contain an online support team that provides assistance to the users in case of the devices malfunction or generally nutritional and health talk advices. The online social network will also contain professional coaches to chat with the users online so as to promote a gradual training on the effective use of the device to promote efficiency (Anderson, 2010).  Use of other social networks Many people nowadays prefer sharing information digitally as it cost efficient and convenient (Fenwick & Wertime, 2013). The Jawbone Company can market the UP24 to its blog through the use of Face book, Twitter and YouTube. These three digital media platforms are the most common and the most liked by online users. Face book has an enormous number of users’ both daily and monthly viewership (Treadaway & Smith, 2012). Number of users per month: Facebook: 1.23 billion Twitter: 288 million Youtube: 1 billion Source: https://www.google.com/search?q=digital+media+pie+charts&espv The majority of the users are mostly middle aged people and they provide the highest number segmentation from the population. In February 2013, Nike fuel band had specifically benefited mightily from this service by having 160,000 likes on its page with daily postings from its members. The Nike+ fuel band official website had close to three million likes from face book’s fans just by February 2012; but the figure must have doubled by this year (Carter & Levy, 2012). Digital media coverage: Source : https://www.google.com/search?q=digital+media+pie+charts&espv=2&biw The twitter account is another popular social network for the middle aged generation. The current middle age generation is used to eating junk foods and practicing less which constitute to their frequent dietary illnesses which never seem to end. Jawbone marketing team can use a number of different harsh tag topics to promote the frequent memorization of its UP24 to the users. For example Nike fuel band used: #fuelband, #findgreatness, #makeitcount, #nikefuelband apart from Nike official website. The channels bring on board new users; the users market to others and the chain continues (Hemann & Burbary, 2013). Jawbone will also develop a blog which can form a better and unique way of selling its products (Sacristan, 2012). Through the use of an expert, the twitter network will act as a ladder in providing the blog’s link in order to reach its flooded technology savvy population. The blog will have detailed information of the UP24 as compared to the social networks. The blog will assist the users who want a better understanding of the products rather than the basic information of it. Twitter has the magic to promote this effect. The twitter handle itself will have video streaming to promote a hand on experience for the viewers. Nike fuel band has been using the twitter network for its wide media coverage (Safko, 2012).  A report by Harshtag explorer on February 2013 indicated Nike fuel band had the highest number of impressions that day. You tube has an infectious effect for online video addicts. You tube can provide a three dimension view ship on the targeted audience. You tube will provide the audio, visual and the usage of the product. Nike fuelband video ‘Just do it’ made a huge impact on people and still up to date, is still remembered for that campaign. Jawbone will take the advantage of this cost efficient marketing tool to reach to its online users (Agresta & Bough, 2011).  Almost all of the online users’ use You tube to stream any video they want to watch. Jawbone will develop an interactive video which will be aired on You tube where users can view, share, comment and download. These two online initiatives will be measured both quantitatively and qualitatively by the likes and impressions they make on the digital media. Quantitative measurement will be captured by the amount of sales made, the number of likes and followers from the online pages, the number of users joining the community groups and the number of users joining the Jawbone official social network. Qualitative measurement will consist of the findings that will be recorded from a research that will be conducted later on and the feedback received from customers regarding the products (Anderson,2010).  LITERATURE REVIEW Introduction Jawbone being one of the biggest leaders in wearable fitness trackers can use other digital media platforms to sell its name (Ryan & Jones, 2011). Nike fuel-band even though it not as effective as Jawbone UP24, has a wider marketing coverage than Jawbone UP products. This in effect can decrease Jawbone’s strong brand name making it an underdog in its own game. Nike fuelband is mostly used by people who practice high physical exercises like gymnasium and sporting athletes. Jawbone needs to up their strategies from TV commercials to the digital media platforms which are more convenient nowadays. Jawbone UP24 has a better advantage over Fit bit force and Nike fuel band due to their negative misgivings. Fit bit force wrist device has an allergic reaction to its users while Nike’s fuel band give deceitful information regarding the users’ health information. However, lack of UP24 digital media coverage still makes it the least as compared with two .Market awareness if not the sales margin are the ones which determine a products effectiveness. Jawbone intensifies TV commercials but highly lacks digital marketing which is the most important. It also lacks the ultra modern fitness technology like the Fit bit chip software (Ryan & Jones, 2011).  Diffrerence in functionality between UP 24, fitbit, fuelband UP 24 Fitbit Fuelband Accuracy More accurate More accurate Less accurate Technology Mortion X OLED API Popoularity Less known famous famous Digital media usage Less aggressive Aggressive Aggressive Efficiency and effectiveness of the digital media Face book, Twitter and YouTube have an outstanding importance on the digital marketing world. This is because majority of online users nowadays have shun from watching television to the use of internet for entertainment. These three online giants have the magnitude and capacity needed by Jawbone to outshine its competitors. Its target market can be easily acquired since the larger numbers of online users are the middle aged people (Perrey, Spillecke & Armstrong, 2011). The target market prefers a modern and fun platform to properly engage with the marketer. Online campaigns like formation of a social network is the best Jawbone Company can employ. Nike plus social network was entirely successful because it pre-marketed the fuel band fitness device before it actually came to the market. The online users kept speculating about its design and advantages of the product to the general health of the end user. In return it became more popular and the most talked about item on the media platform even before its release on the market. By the time the device reached to the market, people were already expecting it and were really excited about the use of the product. This boosted fuel band reception as compared to Jawbone UP24, because people already knew about it and they eagerly awaited for it (Weber, 2009).  Video streaming is the latest form of advertising in the market. Like the example of the Nike’s fuel band video, it generated a great impact in terms of sales as compared to Jawbone UP24.The video illustrated the importance of the fitness device to the growing health conditions of people in the contemporary world. It showed the convenience it had and that is, the easy to wear and function device which stimulated the user’s ability to exercise even if he or she did not intend to. The video generated a lot of likes and comments from its YouTube account which evidently implied the users thirst for arrival of the device (Weber, 2009).  Market share can also be enhanced for the Jawbone UP24 by opening other online media networks like blogs to maximize the users’ availability. Blogs contains journals and diaries which can informatively document the UP24 proper usage of the device and the guidelines to be used in case of a query. The official online website and social network should contain instructors to guide users on how to burn calories quickly as well as better living habits (Carter & Levy, 2012). The social Medias are also cost effective as compared to the traditional mode of advertising like the print media. It is cost efficient in that, the users can communicate the same information with their friends in the shortest time possible and reach a wide number of people. Even though the users may not directly transform to potential leads, it is important to understand the consumers’ mode of buying. Buying is a process; that has several steps from seeing of the advert to interpretation to determination of the customers’ need of the product and later, buying of the product (Eastin, Daugherty & Burns, 2011).  Measurement of the digital media Measurement of the social Medias can be accomplished by the use of quantitative and qualitative methods. Quantitative methods will include the number of likes, comments and registration of the users on the Jawbone UP24 official website and the digital media social platforms. The number of likes on the networks page can be deceiving compared to the actual users buying the product online or from Jawbone stores and offices, but the impression can easily be turned to the actual sales. This is because, the advert has since reached the right audience and the purchase does not have to be immediate but in will materialize with time. Every buyer almost has the same buying pattern from interpretation of the information to actual buying of the device (Ryan & Jones, 2012). The quantitative measurement is the most widely used in many companies since it reflects the actual impact it has on its audience. Fit bit force device had a greater online media advertisements than Jawbone. It also had an advantage since it came in the market earlier than Jawbone. But nevertheless, UP24 enjoys a greater competitive advantage than Fit bit and fuel band because of its limited defaults (Carter & Levy, 2012). Qualitative measurement will be measured by the use observation and interviews. Observation will be recorded in terms of feedback from the contact and customer assistance caption which will indicate the product’s reception at the field. Timely response of the queries and compliments will be highly essential as promotes customer loyalty. Market measurement will also be recorded through interviews as it provides a one on one feedback from the horse’s mouth. Qualitative measurement is highly important as it brings out the positive and negative qualities of the product. It serves as the public relation instrument for the company (Safko, 2012).  Jawbone Company can employ an outside company to conduct the research on its behalf or it can use its own marketing team. An outside research team provides a professional and a detailed report of the findings but it is however an expensive course of action. On the other hand, an internal research team is cost efficient but provide a less professionalized report. Outside research firms are the best as they provide a more detailed and professional report needed to make meaningful conclusion by the management (Ryan & Jones, 2012). Relevance of digital media by the target market The target market being the middle aged, constitute the majority from the total population. This generation is highly technology savvy and they use the social media more often than the television. Jawbone UP24 can make an online campaign through its own social network and its official website to reach its targeted audience. The middle aged population constitutes the majority of the relevant population and winning their attention constitutes a big plus to success of the organization. The big marketing heroes like the Nike employ this marketing tool to strengthen its brand name. Jawbone UB24 should highly embrace this platform to market its UP24 device (Anderson, 2010).  Conclusion Modern companies employ modern technology to improve their overall efficiency and effectiveness of their operations. The company should employ online marketing agencies for marketing its fitness device. Nike employs R/GA marketing agency for its successful online presence. Despite Nike making quality footwear and clothing lines; and also being a monopoly in fashion industry at the time, they understood the need for a marketing strategy. The online marketers provide a unique online strategy that is customized for the desired product. Jawbone Company can be a high end technological company but every market is determined by the forces of demand and supply, therefore, it should constitute players of the online community like the marketing agencies; which know the industry better. 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