Develop three strategic objectives

Digital Marketing Implementation Tactic: Hoosier Media Inc., Case Study

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Digital Marketing Implementation Tactic: Hoosier Media Inc., Case Study

Digital marketing communication is equivalent to the traditional marketing communication mix. Currently, Hoosier Media Incorporation employs a traditional marketing communication mix which comprise of print advertising, regional television as well as radio tactics to reach its clients. The organization’s management has expressed interest in expanding the company’s market reach through mobile application and social media technology but remains unsure on how to move forward in these areas. Hoosier Media Incorporation must develop a digital marketing strategy in order to realize its financial objectives, customer objectives, internal business process objectives as well as learning and growth objectives. The digital communication marketing strategy should identify the information to be communicated, define the target audience as well as identify the channels of communication.

The Information

Hoosier Media Incorporation operates in a highly competitive business environment that is characterized with other unknown risks. As such, the company’s product lines may register low seasons during certain seasons (Hoosier Media Inc., 2018). To overcome this problem, Hoosier Media Incorporation should position itself as a company that focuses on delivering exemplary customer service and experience by relieving customers from the overbearing tasks of paperwork. To do so, it has introduced cloud computing to help clients eliminate paper pushing and share as well as distribute documents in an easy as well as secure means.

Target Audience

The information must be targeted at a specific audience. The more an organization knows its target audience, the more it can foster efficient communication and forge a significant relationship. With regards to social media and mobile application technology marketing strategy, most of the data are provided by the users themselves when creating their profiles (Sheth & Sisodia, 2015). A target centered communication approach will enable the Hoosier Media to break down its communication planning into strategies that can be aligned for each target audience.

The company’s major target audience include: the community; and business, retailers as well as business organizations. The community comprises of various sub-groups such as young persons aged between 18 and 35 years, students, families with young children, men and women aged between 35 and 65 years, persons with disability, culturally and linguistically diverse population, persons with disability, schools and community groups. The community, business, retailers as well as business organizations need publication of good stories as well as issues that impact their day to day activities.

Channels of Communication

Social Media Platforms

Social media platforms provide great opportunities to form significant relationship between an organization and its target audience through social interaction. Social media is increasing in terms of users as well as variety of platforms (Sheth & Sisodia, 2015). Thus, Hoosier Media Incorporation can find audiovisual platforms like YouTube, SoundCloud as well as Vimeo; image platforms like Flikr, Pinterest or Picassa; and general social networks like Facebook, Google+ as well as Twitter very important in reaching out to the target market. Specialized social networks like LinkedIn and bookmarks aggregators like Digg, blogs as well as Wikis are other important channels of communications that the organization can use to market its services to the target market.

According to Laudon and Traver (2012), social media use has reached new heights courtesy of website penetration and connectivity. Social media have developed through a variety of platforms that have different types of functionality but common features. The features focus on creating a community connecting people, who can interact, discuss and offer insights as well as knowledge. The authors further assert that social media platforms have become content containers that grant users with not only the space, but also the tools to play an increasingly more active role. With this in mind organizations should strive to take part in social conversation as well as use interactive channels to listen to users, who provide their insights and perspective. Also, social networking provides a greater opportunity for value generation through content development.

E-Mail Marketing

Hoosier Media Incorporation can use this online marketing technique to send advertisements and commercial information to the target audiences in form of e-mails. Laudon and Traver (2012) indicate that organizations use e-mail marketing to attract new customers and make already existing customers to remain loyal to the brand. Pinero-Otero and Martinez-Rolan (2016) indicate most business have adopted e-mail marketing to achieve competitive advantage in the current volatile business environment. It has become one of the major tools in digital marketing strategy. Presently, e-mail is the most popular internet service followed by social media. For instance, in 2015 there were more 4.35 million email users and 205 billion email-messages across the world. Hoosier Media can send newsletters, with specific periodicity on interesting topics, to the subscribers’ email addresses. The complexity level of the newsletters should depend on the intended objective and content and should be enriched with graphs, advertisements and images. The objectives of Hoosier Media e- mail marketing should be centered on four objectives of: diverting traffic to the company’s website, promoting special action, cost saving and promoting brand popularity and image.

Conclusion

Digital marketing strategy, including social media and mobile application platforms provide great opportunities to form significant relationship between an organization and its target audience through social interaction. In particular, Hoosier Media Incorporation can use social media and e-mail marketing strategy in order to realize its financial objectives, customer objectives, internal business process objectives as well as learning and growth objectives. In order to do so, it should position itself as a company that focuses delivering exemplary customer service and experience. This message should be delivered to specific target audience including the community; and business, retailers as well as business organizations.

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