Mkt 335 milestone two revised

6

MKT 335 Milestone One

Southern New Hampshire University

May 15th, 2022

Moné Jones

Executive Summary

KitchenAid is a United State brand specializing in kitchen appliances. It offers a variety of products, including juicers, blenders, ovens, and food processors, to mention a few. KitchenAid can reach its customers through different digital marketing channels, including Instagram and Pinterest. The brand aims to increase awareness of its products among millennials. So, Instagram and Pinterest would be the most ideal channels for the brand.

Key Takeaways

One key takeaway from the results of the past campaign is that millennials favor Instagram and Pinterest the most. Another key takeaway is that smoothies are becoming popular among people. Reports indicate that there has been a 9 percent rise in smoothie consumption in the past year. Data and research also show that blenders are being used more often to create smoothies in the evenings. This is a clear indication that millennials still value small snacks as compared to big meals when they are cooking for themselves. Another major takeaway is that versatile products are becoming valuable. Based on the information provided, millennials value multipurpose kitchen products that can help them accomplish multiple tasks at once.

Recommendations

KitchenAid should create advertising campaigns that appeal to younger audiences. Based on the information provided, KitchenAid products are utilized by a variety of people and age ranges all over the globe, but the brand seems to appeal to an older audience. Results show that forty percent of the current audience is above the age of fifty-five. KitchenAid wants to change this and appeal to a younger audience, particularly, millennials.

Channels

KitchenAid should use a variety of digital marketing channels. This includes social media platforms, such as Instagram and Pinterest. KitchenAid aims to increase awareness of its products among millennials. So, Instagram and Pinterest would be the most ideal channels for these audiences. As indicated above, millennials favor Instagram and Pinterest. They account for around 60 percent of the audience of these channels.

Photo-sharing feature is the main reason millennials are attracted to Instagram and Pinterest. With billions of pictures shared, Instagram and Pinterest are the ideal places for reaching millennials. KitchenAid has a lot to say about its products on Instagram. For instance, the brand can showcase new and unique products to its fans. Based on the available information, once every 4 to 6 weeks KitchenAid launches a new product to the market. Instagram would be the most ideal platform to show customers how to use these products. KitchenAid can create visual stories on Instagram to enhance brand visibility, interact with customers, and increase brand transparency – all of which contribute to sales and revenue increase (Israfilzade et al., 2020). As for Pinterest, millennials love the ease that comes with it. Pinterest makes it easy to purchase products online. Its new tools, such as “Rich Pins”, which provides more content about a product, ensure a more improved experience for Pinterest users.

SWOT Analysis

Strengths

Strengths are the favorable internal processes, activities, and behaviors that contribute to the success of the digital campaign. This would include implementing a well-defined strategies such as consistently posting on social media, constantly interacting with customers on social media, etc.

Weaknesses

Weaknesses are negative internal factors that impact the success of the digital campaign. KitchenAid may lack employees dedicated to digital campaigns. Equally, an insufficient budget may make it challenging to implement the digital campaign.

Opportunities

Opportunities are favorable external elements that KitchenAid can take advantage of. Based on reports, a growing number of millennials interact through the internet instead of traditional channels. As indicated above, millennials account for around 60 percent of the audience of Pinterest and Instagram – the top image-sharing channels. This will make it easier for KitchenAid to reach many people.

Threats

Threats are unfavorable factors that may severely affect the success of the digital campaign. This includes high competition in digital spaces. Another major threat is ad blockers. Some social media users may have ad blockers, which mean they may not see KitchenAid advertising. Another major threat is legal and ethical issues. Consumers are becoming more and more concerned about personal data protection. They are constantly demanding more privacy (Choi & Sung, 2018). This can make it difficult for KitchenAid to meet their demands and expectations. Personalization is very important in marketing. If executed properly, it can help engage customers and improve their experience. However, it is not possible to balance consumer privacy and personalization.

Evaluation Criteria

KPIs (Key Performance Indicators) are measurable goals or values that can help KitchenAid track and measure the success of the digital campaign. They include likes, comments, and conversion rates. Likes show the number of times fans interact with a social media post. Comments are the number of times fans comment on a social media post. Both likes and comments will show how engaging a post was. Conversion rate, on the other hand, shows how many social media interactions turned into a purchase, website visits, or any other desired action. Overall, it reflects how effective a digital campaign is and whether it is leading to desirable outcomes.

References

Choi, T. R., & Sung, Y. (2018). Instagram versus Snapchat: Self-expression and privacy concern on social media. Telematics and informatics, 35(8), 2289-2298.

Israfilzade, K., & Babayev, N. (2020). Millennial Versus Non-Millennial Users: Context Of Customer Engagement Levels On Instagram Stories (Extended Version). Journal of Life Economics, 7(2), 135-150.