Question:
Discuss About The Digital Marketing Strategy For Jojoba Company?
Ian Turner and Vicki Engsall founded Jojoba Company in Australia in the year 2008. The company has a wide range of products which include anti aging products, body lotion, bread facial cleansers and moisturizers. The company has a website which provides information about the brand, has testimonials from customers and the website is easy to navigate, however Jojoba Company has not adopted modern digital technology to promote its band on digital platforms. The Jojoba Company should make use of Twitter platform, Youtube and Facebook to promote its products to global customers. Designing mobile app for easy payment and using data mining tools to monitor shopping behavior of customers can help the company in brand promotion in digital platform. The brand needs more exposure on digital platforms to gain customer loyalty and credibility. Use of digital strategy is also effective in customer retention and making repeat purchase from customers (Labrecque et al 2013)
Jojoba Company has not made enough attempts to make its brand interactive in the digital platform. The company website, social media platforms like Facebook, Twitter, Instagram , Pinterest, Youtube and digital marketing tools like email marketing and data mining are not managed in an integrated manner by the company. There should be a separate digital marketing team to handle the digital platforms. In today’s digital usage of smart-phones and mobile apps by customers are more popular than the usage of Personal computers. Customers use the mobile phone platforms to search about product information and make payments. However, Jojoba Company does not make have linkage with mobile app that can enable customers to pay easily. The choice of digital platform is very important, for instance, for a beauty product company Instagram is highly effective because of its visual effect. The Jojoba Company has not utilized this platform effectively (Killian and McManus 2015). Posting of interactive pictures about the products of the company as well as posting pictures of how the company manufactures its products and cares about environmental sustainability and corporate social responsibility can make the company connect with customers in Instagram. Twitter and Youtube are not effectively used by the company, the company also focuses on Australian market and does not have a global customer base, which makes it difficult for the company to gain brand exposure on digital platforms. The company website of Jojoba Company has lot of information about the brand, however the company has not effectively used Facebook to target specific customers. The digital marketing team does not interact with customers and addresses their complaints on digital platform regularly. The Jojoba Company does not make proper use of digital marketing tools like email marketing and data mining and thus the brand is unsuccessful in digital marketing strategy (Järvinen and Karjaluoto 2015).
The Jojoba Company has targeted customers in the age group 15-60.These customers include young, middle-aged and old women. The brand also targets male customers with product ranges like bead facial cleansers. The Company is not successful in meeting the needs/wants of customers on digital platform because the brand is not made interactive in the digital platforms. The brand has not effectively used digital marketing tools like data mining to understand the shopping behavior of its targeted customers and thus fails to advertise itself properly on the digital platforms. The Jojoba Company has a website that provides a lot of information about the brand and the website is easy to navigate but the company fails to interact with the customers on digital platforms, feedbacks of customers and customer complaints are not effectively handled on digital platform. The Company has not made payments easier and safe for customers on mobile platforms. The brand fails to gain credibility of customers on Youtube and Instagram as the Company does not provide information about Corporate Social Responsibility, Sustainability and fails to connect with members of its community on these platforms. Visuals and pictures and brand personality elements are well used for brand exposure and attractiveness on digital platforms. Customers’ needs are often unique and they provide a lot of feedback on digital platforms. Jojoba Company fails to provide tailor-made and customizable services to customers on digital platforms (Stephen 2016).
Jojoba Company should have an optimized Facebook Page to connect with its target customers. The Company first needs to identify its digital marketing goals related to Facebook. The brand can increase awareness and exposure on Facebook with a specific goal like 1000 new likes every quarter in the Facebook Page. The company should be able to create an engaged community via Facebook. The Company should be able to gain trust and credibility of customers on Facebook. People Talking About This figure (PTAT) is an engagement matrix that can be used to measure the customer loyalty of the brand on Facebook. The Company should showcase its products knowledge and form an interactive brand on Facebook. Jojoba Company can gather leads on Facebook by conducting contests, free webinars with offers or can give away a freebie related to the product. Google Analytics should be used by Jojoba Company to track conversations and ad conversations should be used to monitor ads. The Company should research on its customers and competitors and understand where its customers are spending time by Facebook tools (Chaffey, Smith and Smith 2013). The Company should set up an Editorial Calendar with good content and should design an Activity Calendar. The Jojoba Company should measure its progress on Facebook using Faebook Insights to have an idea of its engaged customers by the number of its shares, likes and comments and can also contemplate on which content is working for the brand on Facebook (Ramsaran-Fowdar and Fowdar 2013).
The Jojoba Company can engage community on Instagram by making use of hashtag, the brand should also support a good social cause on this site to gain credibility of customers (Briscoe 2014).The Company should buy Instagram ads and can include a link on landing page which will boost traffic to its site. Jojoba Company should have a Bio that is informative on its Instagram page to have followers. The name and photo used in Instagram should be similar with that used in all other social platforms. The Company should create Instagram Posts that are attractive and will gain followers. Creative photos should be used to promote the product of the company on Instagram. The photos should be of professional size and tools in Instagram like Mayfair Filter can be used to attract followers (Ryan 2016)
The Company should express the voice and opinion and values of its brand via Twitter. Jojoba Company should create live video by using Vine and broadcast live on Periscope to teleport across globes and gain global customers in Twitter. Jojoba Company can make its brand interactive by using visual expressions and hashtags. The brand should promote its values and culture via Twitter and can publish a story of the brand experience using tweets. The Company can use a Twiiter card which will require customers to post certain number of tweets which will enable them to see the company’s add campaign in Twitter. The company can add brand elements like humor and can add a brand personality to its brand using visuals and characters in Twitter (Stone and Woodcock 2014).
Conclusion
Thus it is of paramount importance for a Jojoba Company to promote itself on digital platforms to gain its competitive position in the digital world. The brand should be able to engage a loyal customer base on digital platforms. Also customers may spread negative word-of mouth via digital platforms and social networking sites. Jojoba brand should be able to interact address customer’s complains and incorporate their feedbacks on social media platforms. The sales target of the company will be better achieved if digital tools are used and the company will be able to gain exposure by adopting an efficient digital strategy. Promoting the brand on digital platforms will enable the Company to gain global exposures, however the choice of the digital platform is of paramount importance because the strategy to promote products in one platform can be different from another
Reference Lists
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of Research in Interactive Marketing, 8(1), pp.4-17.
Levy, S. and Gvili, Y., 2015. How credible is e-word of mouth across digital-marketing channels?. Journal of Advertising Research, 55(1), pp.95-109.
Labrecque, L.I., vor dem Esche, J., Mathwick, C., Novak, T.P. and Hofacker, C.F., 2013. Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), pp.257-269.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, pp.17-21.
Briscoe, G., 2014. Digital innovation: The hackathon phenomenon.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.
Ramsaran-Fowdar, R.R. and Fowdar, S., 2013. The implications of Facebook marketing for organizations. Contemporary Management Research, 9(1), p.73.
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