Travel with Us Company-Digital Marketing - Case Study Example

“TRAVEL WITH US”COMPANY-DIGITAL MARKETING

Introduction

In the recent past most companies are shifting to the trends of digital marketing. According to Csheing, digital marketing or e-marketing is the promotion of products or brands via one or more forms of electronic media.Normaly; the internet is the channel that is mostly associated with digital marketing. Others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, and digital television and radio channels.

Ordinarily, digital marketing and its associated channels are important to the existence and the profitability of the company. It is important to know your customers better than anybody else so that you can communicate with them where, when and how they are most receptive to your message. This is done by consolidating views of customer preferences and expectations across all channels – Web, social media, mobile, direct mail and point of sale. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behavior and preferences, the more likely you are to engage them in lucrative interactions thus much sales.

Analysis of the company

This company “Travel with us” are based in Huddershire in UK.The company is a small organization that provides package holidays and other weekend breaks.This will also include delivery of cards, parcel, ceremonial cakes and other light wears such as shoes, watches and ornaments. The company’s aim is to reach many of the customers to deliver the products and rise in profitability. The company has been struggling to raise its brand awareness over the years and this has made it not to do well in the competitive environment.

The company has no social media in which it can promote its products. There is need to generate leads by creating more social Medias where the products can be advertised so as to increase the sales which will increase the profitability of the company in the long run. The company has not used any affiliates nor display advertisement either online or offline. There is need to put more awareness because this will increase the sales of the “Travel with us” company.

The objective is creating awareness through the generation of product information and engaging the knowledge of customers with the aim of increasing the number of customers which will increase the sales and the profits in the long run.

“TRAVEL WITH US”

OBJECTIVES

Create awareness

Increase profits

Generate leads

Highlight Events

SUB-OBJECTIVES

-Reinforce more offline/online advertising-facebook,twitter,news paper, radio, websites

-Emphasize on sales

-Reduce expenses

-Provide product information

-Capture more leads(mobile instant messaging, mobile apps,podcast,emails,contacts)

-Engage customers through local events and feedback-forums

KPI

-Branded traffic of the customers

-Sales increase

-No. of downloads(pictures)

-Conversions(e-news letter, delivery)

-Customers/visitors loyalty

Table 1

The Key performance indicator is vital in monitoring the performance of the objectives of the company. There will be the traffic of customers who will want use the travel services once the awareness has been effectively created. .Sales increase will reveal increased profits in the company. The loyalty created by the customers and the visitors will show how the company interact with the customers in the local events. The number of downloads of the pictures and the e-newsletters will reveal how the product information has spread through the generated leads.

SWOT Analysis

In the creation of the awareness the company must be aware of its environment. The SWOT analysis explains the company positioning in the market. The company strengths include competitive price. The company is able to charge very little price compared to its competitors and this could make the company to be on the competitive advantage..The weakness of the company is the weak brand. The company needs to do more marketing and advertising to strengthen the brand. In addition, the company has been endowered with opportunities of technology. The company plans to use technology by developing an app that will be used to place orders of collection and delivery of the goodies. Lastly, “Travel with us” is facing a threat in competition from Amazon,Parcel2go,YodelDirect and DPD.

Key strategies

Ordinarily, with the current state of the economy, having a well-defined target market is more important than ever. The competition is stiff and companies have to have target markets. Small businesses can effectively compete with large companies by targeting a niche market. Targeting a specific market does not mean that one has to exclude people that do not fit his/her criteria from buying from the company. Rather, target marketing allows a person to focus the marketing and brand message on a specific market that is more likely to buy from the company than other markets. This is a much more affordable, efficient, and effective way to reach potential clients and generate business.

The competitors have targeted the middle and upper class forgetting the low income. The competitors also overlook the children. Since there is a niche that has been created in the market. This company will tailor their products to meet the demands of the low income earners and the children. The company will not only target the urban centers as the competitors do but will ensure that it meets the demands of the people who are not in the urban centre. This will be done through effective advertising.

The channel of distribution will be the three motorcycles that the company will have. The worker will have branded clothing’s to be identified quickly. The motorcycles will also be branded to market the company.

The company will also consider the attitude, interests and lifestyles of the target market. The product will be tailored to ensure it meets the life style of the lower, middle and upper class customers. The target group often read newspaper, search online, attend particular events and also they are on facebook.The company plans to meet the customers upon this platforms.

Audience

The audience personas will be identified through creating of a customer’s profile. The customers who are likely to purchase the products share certain characteristics. This is essentially a detailed description of your target demographic that includes:

• Age — The Company will not only target 25 to 60 years but also other age brackets. The potential customers will be the not only the male and female but also the children,” middle aged and the seniors. .
• Gender — My Company will meet the needs of all gender, the male and the female”.
• Income level — The Company will target the all levels of income earners and it will tailor their products to ensure that it meets their demands. .
• Location — The UK is a big country and the company will consider people of the rural areas also. This will enable the decision on the type of creating awareness that will be used to reach the people effectively.

The company will also conduct market research on the changing demands of the customers using Primary research. Evaluate the features of the target audience that will benefit and attract new customers and those that will discourage customers so as to attract more customers. The company will reassess the target audience periodically every two months.

In advertising, there are message strategies commonly used so as to send a good impression about the products: unique selling proposition, generic, positioning, brand image or pre-emptive. Normally, understanding the message strategy is vital in creating successful campaign. The company will use these strategies;

• Unique Selling Proposition-Normally, this strategy highlights something unique about the product or brand that others do not offer. It is the main selling point. The company will have the brand names of the customers upon request and this will make it to be on the competitive advantage. The delivery is also first for those that have given orders.
• Positioning-Ordinarily, positioning identifies the product or brand as the best in comparison to the competition. The company offers goods of high quality at an affordable price. The company will have good customer service and fast deliveries.
• Pre-emptive-Normally, this means that you are choosing to be the first to make a claim about your product. The company will have to share the obvious information of the product that other competitors do not share to their customers. This will include the information about the fabric of the clothes.

Marketing plan.

E-marketing plan

The internet advertising is constantly changing and shifting towards automation and a digital-centric focus for planning. This means that new and innovative online marketing and interactive advertising options like behaviorally and contextually targeted display advertising based on content, video advertising, and mobile marketing are being introduced at a rapid pace..The Company will use the following vital ideas;

• Planning phase .The company will do research on the price of the prices of all the media channels that will be used upon a particular niche. The company will then negotiate the prices of the media channels upon the providers with the aim of reducing the costs and maximizing the profits. The planning process will define and group the target audiences, models their online behavior and identifies the full universe of online media properties and placements that can reach them. The online media strategists will then map the different audience traffic groups through conversion paths that result in lead generation, meaningful brand interactions and sales.
• Development of an implementation plan. The company will have to settle the costs of the channels such as radio and news paper in their respective time s of the advertisement. The email, face book and the websites will require the acquisition of data that will enable them to be active and this will be paid quarterly in a year.
• Creative development and messaging. The company will “track the post online conversion activities of the leads and customers they acquire on their sites. This allows offline customer activity and revenue to be forever sourced back to the originating website or search engine they came from and traced down to the banner or keyword level”
• Campaign management. The “online media programs will be managed through a proactive optimization platform that will constantly raise the bar on what defines success. Ordinarily, managing the logistics of an online media campaign is complex. There can be literally dozens of different units with several creative versions and phases all going out to a variety of online properties. Tracking, reporting and optimization are essential but add further complexity. The company will therefore use banner serving technology to deploy turnkey online media campaigns and to handle the daily tasks associated with their operation and optimization, allowing clients to focus on their own business”.
• Campaign and Landing page optimization. The online media properties will” combine their products and offering more powerful multi-platform packages that create increased branding power and buying efficiencies. The online media buying team will always remains on the lookout for convergence possibilities and can take advantage of opportunities across a media property's entire spectrum of outreach vehicles including website placements, email, direct mail, print, event sponsorships, broadcast and more. There will be no limits to what the company can plan, buy and deploy” .
• Google Analytics tracking, reporting and analysis.“Real-time tracking of click and conversion results from email, paid search, and online media campaigns is essential to online success. It can translate into tremendous savings by minimizing wasteful spending on non-performing impressions and placements and boost ROI by focusing funds on successful placements. The company will use serving and tracking technology to generate easy-to-read reports that can display short, mid and long-term campaign results with minimal set-up. The company will discover viable online marketing channels with a minimum amount of time and waste”.
• ROI measurement. The company will “initiate contact with prospective customers in the online space during the most opportune times. Our online media plans reach into life stages, buying and business cycles and behavioral moments that provide immediate results, ROI and marketing intelligence. The systems will monitor the ROI to see if the business is making some progress. The company will use print vehicles which is cost effective. Normally, Newspapers are prominent small-business class because of relatively low ad costs and therefore will be used. Community newspapers can reach a local audience. Many small businesses have access to state or regional publications but magazine vehicles normally reach a very niche audience”.

Print media

• Newspaper. Since the target group is for all the people including those that reside in the rural areas, the company will use the newspaper to advertise the products twice in a year. This is because this will ensure that the brand of the company is known. The advert in the news paper will be integrated in that it will be similar to that of the e-newspaper.

Broadcast media

• Radio. This will be used to reach all the potential customers to the rural areas. Most of the people in the rural areas are keen listeners of the radio. The advantage of this is that it will reach all classes of people. There will be the integration of the radio with contacts such that the contacts will be provided in the radio. This will be done twice in a month at local radios which are relatively cheaper.TV will not be used because they are relatively expensive.

Social media

• Facebook.The Company will advertise its products in the face book everyday since this platform is less expensive and has customer traffic. The company will use pictures of the products or content marketing to advertise the roots that are used so as the clients may know the best root to place their offer.
• Twitter. This will enable the company to update all the plans and the roots that it would Use.The Company will use the twitter handle to update the clients on the lattest prices and help them keep in touch with the clients.
• Instagram. This will enable “Travel with us” advertise its products in a way of vides and pictures. This will also include videos of testimonials on the delivery of the products which will do a long way in persuading the people to use the products.

The website.

The company website will enable the customers to visit it at their own convenient time. The website will have quality pictures which represents the real products. The website URL will be easily identified having the domain name of the company. The websites will have downloads and quality videos of the products to make it more effective. The websites will include the services that are offered such ferrying and delivery of the parcels, ornaments, cakes, holiday presents. The website should have the links to social networks such as tweeter, pinterest, instagram and even email. The website will interactive having an online chat so as to assist the clients in case of help. It will have a search engine so that the clients may find an easy task to navigate through the site.

The company should also use the search engine optimization (SEO).This is a vital for it enables the search to be easy for the customers deliberation, during this phase enabled photos and videos will ensure that consumers can find “Travel with us” as they search through the pages of choices available to them across travel websites.

Mobile Apps and messaging

The company should also use mobile instant messaging to enable the customers to get the information on the product. The company will also use the mobile apps to reach the customers. The mobile app named “Travel with us “will be downloaded freely from the appstore.The app will enable the company to showcase all the products, prices, promotional activities and events, and even the places of delivery.

Email

The company will use email to update the customers on the new offers and appreciate them for being loyal customers. The email will be delivered to them monthly.E.g”Dear esteemed customer, Travel with us “wishes to thank you for your loyalty towards the company. We wish to welcome you again to use our services. For more queries kindly reach us on support @travel with us.com or call 009456.Thank you”

Other marketing plans

Local forums and events.

“Travel with us” will also reach the client by creating locals such as forums in the internet where the customers and the company can interact with each other. This will include baking and soccer competition which will enable the message about the product to be shared and therefore raising the number of the potential buyers. The company will use CSR to be able to reach all the customers and create awareness of the products. This will include mobilizing the cleaning of a section of a city, members will be given branded t-shirts.

Budget Analysis

Media

Cost

Use

News paper

1000

Inform the customer

Face book

2000

“

Mail

1000

“

Local events

3000

“

E news paper

1000

”

Mobile instant messaging

1000

Update the customers

Mobile app

1200

“

Podcast

1000

“

Radio

3000

“

Total 14200

Conclusion

As it can, be seen the budget is $14200 per year and therefore the costs will be saved. It is important to invest more on the media that will create more publicity and raise the brand image. It is important to plan for the digital marketing towards a targeted audience. The more the media channels diversity the more accessibility and therefore the more the customer rise.