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An Examination of DevNetworks Inc.’s Marketing Strategy

An Examination of DevNetworks Inc.’s Marketing Strategy – Delivering Digital Solutions to Your Business

Earl Peter J. Gangoso

April 12, 2021

DevNetworks Inc. is an IT development service provider for businesses all around the world. Their office is located in Ozamiz City, Southern Philippines. They offer software development of a wide array of technologies—from website and desktop development. On top of that, they also offer graphic design services. In the recent year, they also started offering mobile development services. These services, however, are targeted towards other businesses and not end-user consumers. One of their popular services is the store warehouse management software. A certain store, whether online or a physical store, can manage stock using the service even across their different warehouses if they have more than one. They can then obtain insights on which products perform best or not promising and even monitor prices of other competitors online. Besides warehouse database management, DevNetworks also offer customized software technologies, such as corporate blog websites. “DevNetworks Inc. is committed to timely and effective information and communication technology support in end-to-end business solutions in the Philippines and the world.” ~DevNetwork’s Mission (Why Us - DevNetworks, 2021) “Delivering Digital Solutions to Your Business” ~DevNetwork’s Tagline DevNetworks’ marketing involves the use of social media targeted ads on platforms, such as Facebook and Google Search Ads, walk-in advertisement to local businesses in the city, and phone calls or emails sent to potential customers on the web. Facebook and Google offer interest-based ads, meaning the advertisements a user sees is related to his activity. DevNetworks Inc. used this to their advantage to target keywords such as “Software Development Service”, “IT Service Provider”, “Corporate Software Development”. Besides keywords, age and demographics can also be targeted. On walk-in, phone calls, or marketing emails, a representative finds a potential business who needs perhaps a corporate website, a database management system, or any software for business use. The representative presents a 1-minute introduction of the company’s offers or a short email infographic then replies to any question asked. Among the marketing strategies, walk-in and testimonial-based advertisement along with the use of the website and infographics have worked well for DevNetworks in the local market. Most of the clients decided to work with DevNetworks a few days later using the website contact forms often provided in the printed infographics. During the development of the said software, the client will be able to see a demo, depending on the project, typically every two weeks, to evaluate whether the development team is on the right track with his requirements and objectives. Upon completion of the project, the team will deploy the software to appropriate servers or computers, send a complete user and administration manual, and provide free warranty service for potential errors or bugs. The brand has been performing well, despite only having 8 to 12 active developers. In the first year, they completed five (5) projects for Buchkoenig, Germany, and a few other online stores in Germany. (DevNetworks 2018 Year-End Report, 2019) In the second year, the brand was also able to complete four (4) projects, mostly corporate websites, from neighboring countries such as the UK and Switzerland using the testimonies from previous clients. (DevNetworks 2019 Year-End Report, 2020) And in the recent year, they completed three (3) projects, mostly web administration software and corporate blogs, from Southern Philippines. But despite having completed more projects, the company size has not increased. (DevNetworks 2020 Year-End Report, 2021) DevNetworks is a promising brand despite having a rough start with its marketing and management. As DevNetworks continue to expand their target demographic to more and more countries, they will be able to grow their customer base and company size. References Why Us - DevNetworks. (2021, April 13). DevNetworks. https://www.devnetworks.org/ DevNetworks 2018 Year-End Report (2019, January). DevNetworks. https://www.devnetworks.org/static/reports/2020.pdf DevNetworks 2019 Year-End Report (2020, January). DevNetworks. https://www.devnetworks.org/static/reports/2020.pdf DevNetworks 2020 Year-End Report (2021, January). DevNetworks. https://www.devnetworks.org/static/reports/2021.pdf