Strategic Digital Marketing2?
jalenshannon@
finaldmp6.docx1
Digital Marketing Plan
Columbia Southern University
MKT 5302, Strategic Digital Marketing
July 12, 2022
Digital Marketing Plan
LINE Corporation is a subsidiary of the Korean internet giant Naver. The LINE Corporation offers the most effective smartphone and Mac application for connecting and texting other Line users. Numerous individuals frequently utilize the messaging application Line. We want to make life easier for everyone.
In order to compete in a competitive market, the messaging application Line is using the opportunity to establish itself as the market leader. Our organization strives to be recognized as the world's premier messaging service. Emerging trends should be the major factor in achieving this objective. The company's operations will rapidly adapt to technological developments, high-quality services will be supplied, and marketing and promotion expenditures will contribute to the company's growth and penetration of specialized markets. According to Line data, the Japanese mobile messaging app Line earns more than $20 million each month from the selling of $1 to $2 sticker packs containing 12 to 18 stickers (Solntseva, 2022).In today's challenging economic climate, all firms must increase their efficiency, and even midsize organizations must frequently organize large amounts of data. As technology and thought have evolved, however, millions of people now use Line.
Situational Analysis
Line Application is a free instant messaging application accessible on mobile phones, tablets, and personal computers. Line users can make free VoIP calls and video conferences, in addition to sending and receiving text messages, photos, videos, and audio. The popular messaging service is now handled by Line Corporation, the Japanese subsidiary of Naver Corporation.
Line Corporation is always enhancing the app's capabilities. It is more than just a chat application, for instance. It is comparable to a Facebook account in that you can publish text, images, and videos, but it is less visible. It will only be viewed by a limited number of people. Next are some cute Stickers. The Line has not merely recycled the typical yellow-faced emoji/emoticons that embody a digital cliché. Instead, a distinct cast of adorable cartoon characters will be featured on stickers. In addition, it exhibits its sense of humour by providing users with stickers as a means of communication. However, some of the stickers in the Line app require payment, while others do not. Line stickers do not expire either. The following phase requires Line to make 200 group calls(Anggraheni et al., 2022). This is one of the new Line app features. The game that follows is Line Game. A few games are available for your amusement, but you must download them. Line Out is utilized for international phone conversations. You can make international calls to landlines and mobile devices for comparatively low rates. Friends who are not LINE users can also be reached (available in certain countries only). Last but not least, maintain a Freemium model. The Line has no plans to implement a fee for its app. In addition to a password for account security, Line provides a passcode.
Line Corporation is launching the Line App in a few South American nations in an effort to capitalize on opportunities and establish the Line Messaging App as the dominant messaging app in specific nations. Moreover, to enhance the Line application's capabilities. Therefore, we wish our users luck with this application.
Opportunities
Strengths
A substantial user base of over 550 million individuals. International expansion and expansion into other countries are possible.The rate of technological advancement is accelerating. The Line is compatible with Android, iOS, Blackberry, and Windows Phone, in addition to the Windows and Mac desktop versions. The Line has been able to advance in emerging economies with active multinational communities, such as India, Venezuela, Mexico, and other Latin American nations. Line seizes the opportunity to grab the lead in the instant messaging market since Latin American countries have a substantial demand for robust instant messaging software.
Weaknesses
User privacy remains a concern in social networking applications. The Line is able to provide customers with higher privacy security than other apps.The high level of competition indicates that your market is modest. The Line will make even greater efforts to ensure that its users enjoy using the application.Disagreement regarding the expanding use of smartphones and the internet. The software will be easier to use because Line will be more prolific and innovative in its development.
Threats
Strengths
Due to the fluctuating preferences of consumers, products must be continuously updated, or they will become obsolete. The Line has added new, entertaining stickers and emoticons to its library of over 10,000 stickers and emoticons that may express a wider variety of emotions.As a result of the threat posed by intense competition to application software, the research and development team is looking for ways to expand existing services.Users can access the most up-to-date information while the application software is being used, so they are aware of any changes to government regulations.
Weaknesses
As the number of competitors for communication application software increases, Line Corporation will face growing pressure to create new user services.Since user preferences fluctuate regularly, the organization's application software must be enhanced rapidly.Expansion of the market and the development of new features incur greater costs. Whether or whether they are costly, the business must budget for them.
Goals and Objectives
To deliver high-quality voice and instant messaging services through the internet to our subscribers.
To offer our users the greatest instant messaging experience possible.
To have a reputable and well-known brand in a competitive industry.
To enjoy a positive brand reputation within the communications business.
To be the messaging application with the most original and creative ideas.
Socio-Demographics
Age: 18-35
Educational level: Secondary Education or higher
Internet usage rates are also correlated with levels of education. People with secondary education or higher were more likely to have Internet connection than those with less than a secondary education in every country with a large enough sample size for evaluation. These differences are particularly evident in Latin America. In six of the nine Latin American countries surveyed, those with a greater level of education are at least 50 per cent more likely to use the internet than those with a lower level of education. In Chile, 87 per cent of those with a college degree and 18 per cent of those with only a secondary school utilize the internet. This gap is particularly pronounced.
Language: Chilean/English
In addition to age and education, those with some English proficiency are more likely to use the internet. People who can read or speak some English or who completed the survey in English access the internet at much higher rates than those who cannot read or speak English or who did not complete the survey in English. This is true in every country analyzed with a sample size large enough for statistical analysis.
Social Class: Upper-Middle Class
"A growing and the robust middle class is a sign of positive economic prospects in Latin America," says ngel Gurra, secretary-general of the OECD(Anggraheni et al., 2022).
Geographics:
Urbanized zones: In a number of big cities, there are free Wife zones. However, locating these locations in rural locales might be challenging.The airport in Santiago offers free public Wi-Fi with no necessary password. Everyone in the airport has internet access. The vast majority of cafes, pubs, restaurants and petrol stations in the city provide free Wi-Fi to customers. As a way of life, interacting with friends and family is statistically prevalent.
As a more targeted kind of promotion, social media advertisements appear to be especially efficient at boosting brand recognition.Social media offers the impression of a deeper engagement between the buyer and supplier, which is necessary for many customer-driven organizations. Moreover, because social media links are frequently shared by reputable sources, it is believed that social media advertising is more effective. Using the vast amounts of data offered by social media, advertisers may achieve more success if they tailor their messages to incredibly particular audiences.Below are the possible marketing channels.
YouTube
Daily 4 billion views from 1 billion users. Choose or combine many ad types to increase your ad revenue. Type of YouTube ads include Display, Overlay ads, Skippable video ads,
Non-skippable video ads and long and non-skippable video ads
More than 1.8 billion people use FaceBook each month. You can select your target audience based on their demographics, behaviors, or contact information. Their ad reporting solutions provide you with clear, graphical data that illustrates the effect your commercials have had on your business. There are three types of Facebook ads: Page Like, Page Post Photo, and Page Post Video.
Types of Twitter ads include cost per follower and promoted trends.
Sample Swot Analysis of a Competitor (WhatsApp)
Strengths
This program is free because of "Financial Leverage (WhatsApp)" has a significant influence; analysts should accord it greater consideration. Utilizing its balance sheet, WhatsApp can employ financial leverage to expand its business and enhance its earnings. Because the qualitative component "Financial Leverage (WhatsApp)" is clearly justifiable, it will be difficult for other organizations to abolish it. WhatsApp's superior technology enables it to address the needs of its customers in ways that its competitors cannot.
Weaknesses
You can chat with pals who only have smartphones equipped with this app, as well as those who have WhatsApp accounts. There is a monthly restriction of 100 messages that can be sent to friends whose phones do not support WhatsApp.Sending and receiving free text messages requires Internet access, and the messages are not delivered to your phone's inbox.You must renew annually for $0.99. This application does not permit free calls to pals.
Opportunities
Why "Acquisition Synergies (WhatsApp)" is significant and why analysts should pay more attention to it.WhatsApp has a great possibility to expand its business by utilizing the web market. WhatsApp has fresh potential to develop its business and generate sales in international markets while reducing its marketing expenses. In the short term, these claims will raise the worth of this organization. This qualitative factor will result in cost savings.
Threats
Consumer tastes can change substantially and rapidly. The success of WhatsApp depends on the company's ability to anticipate the products and services that customers will require.
Anggraheni, D., Rosaria, S. D., & Kariadi, M. T. (2022). Cyber-Traveler, Welcome to Hyperreality: Where Consumerism, Capitalism and Identity Design in Virtual Worlds. https://eudl.eu/doi/10.4108/eai.19-10-2021.2316568
Solntseva, D. (2022). Learning from the Giants: Characteristics of a Digital Comics-Reading Platform. https://urn.fi/URN:NBN:fi:amk-2022060716051
