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Final Project I - Starbucks

MKT 265

Starbuck started to use digital marketing much earlier than most of its competitors. The company’s great special marketing strategy was launched in 2009. Customers in the US were presented a free pastry through social media if they bought the beverage before 10:30 am. (Meola, 2017) The most recent marketing strategies used by Starbucks includes tweet, for instance, @tweetacoffee, Blonde Roast and Pumpkin Latte. The company also uses marketing strategies such as sales promotions and Advertising. Print and media advertising are the core marketing strategy in Starbucks, advertising associates Starbucks brand with greater quality and attractive experience. An example of their advertisement is “Beware of Cheater Coffee. It Comes with a Price” (Dudovskiy, 2015).

The company does not only focus on getting new customers in their marketing campaign, but it puts much weight on a current relationship, this is to ensure they contain more clients in the long run plus sustained existence of brand advocates (TEAM NEXT, 2015). Starbucks adverts go to its customers mostly to where they hangout. For instance, whenever they take a photo and share them on their either Instagram, Facebook, tweeter or even Interest; they know how to precisely direct marketing to their customers. This is cross promotion and it's more valuable since the world is now focused more on a digital life.

Starbucks has been able to position itself in the marketplace as a high-quality consumer experience brand; this is due to aligning itself with digital marketing activity. For example, just as their adverts indicate, Starbucks vends its high-quality coffee and services at premium prices. However, the company markets its product via adverts and sales promotion. In marketing promotion, they use word of mouth where in return their customers appreciate the taste of their product. In alignment with their digital marketing strategies, the company uses differentiation strategy in their goods. They promote the eminence of coffee beans, perception and pleasant atmosphere of each café.

Starbucks uses social media platforms for example Twitter, Instagram, Facebook, LinkedIn, Google+, You Tube, and Pinterest. (Chua & Banerjee, 2013) The company aligns to its brand’s target market using messages, responses, photos, and videos that are appealing. All of its platforms are utilized for an informative basis.

Starbucks makes use of Twitter to respond to queries and retweeting other positive comments made by its users. Its use of Facebook is comprised of sharing stories, ideas, comments, and suggestions. It uses Instagram to connect with customers through photo sharing and Google+ to post content lifted from either Facebook or Twitter. The company also uses Pinterest to engage with fans using the platform’s photo sharing capabilities. It uses Facebook to post videos that are related to coffee which provide information on various aspects of coffee making. Additionally, it uses LinkedIn to post information about its human resources.

When communicating a message, Starbucks need to modify its posts to fit the different social media platforms. For instance, when sending a message using YouTube, it has to convert texts into videos. It can either use photos, videos, and texts with no character limit when using Facebook or Google+. However, when using Twitter, its texts have to be not more than 140 characters, it thus has to truncate its texts. When using Twitter or Pinterest, the company has to modify its messages to photos since they are primarily photo sharing platforms. On the other hand, LinkedIn can take either photos or texts.

The platforms that are most effective for the brand’s use is Facebook and Instagram. The reason is that the two platforms host a huge number of users than any other platform that the company uses (Gallaugher & Ransbotham, 2010). Additionally, the platforms seem to support a wide variety of messaging tactics such as the use of texts, photos, videos, and reply to responses simultaneously. For example, Facebook and Instagram have a wide range of functionalities integrated into their platforms for messaging and broadcasting thus making them effective for reaching one’s target market.

Starbucks is doing exceptionally well when it comes to replying to its customer’s requests and concerns on Facebook on its comments sections. The undertaking is instrumental since makes a consumer feel in touch with the company. For instance, the company replies to a user who was concerned about the company's support for the American military by referring the customer to the publication of its official website (Gallaugher & Ransbotham, 2010).

The company currently uses YouTube for marketing. Its use of the platform can be improved through using a video that attracts the curiosity of its viewers. For instance, it may use funny clips or trending videos instead of its usual infomercial to communicate to its viewers. The brand can improve its digital activity using celebrities with a huge following and a credible moral ground to mention its products on social platforms. An example of how the strategy works is that mere mentions by public figures may turn to traffic by new visitors. The brand can use research to better focus its digital activity by looking into recent trends among its consumers and investigation what consumers perceive works best for them (Hoffman & Fodor, 2010).

Significantly, the Starbucks Corporation should affably employ distinct types of research that could inform a social media, online and mobile campaign. The research that the syndicate should put in mind while creating a digital marketing campaign includes employing platforms whereby clients and the prospects spend their online time, evaluating and copiously analyzing content that would seemingly resonate deeply with the audience and how and if the platform supports posting aspects such as videos. Moreover, the syndicate should further research on whether the platforms or rather the websites is a mobile-optimized podium and lastly if the audience is business-oriented. The marketing department should further consider sending messages that are both profitable and productive to the company. Using the Instagram and the YouTube platforms, I would seemingly recommend the marketers in the company to consider posting videos of people drinking and enjoying the Starbucks coffee both in an outdoor and indoor location (Mershon, 2012). This notion would subsequently promote the Starbucks brand to a higher level. Moreover, the company may further consider posting Instagram’s hashtags such as “#sweetstarbucks.” The marketers should also encourage people to share most of their posts and tweets on their timelines to be accessed by others.

Some of the effective goals and objectives that the corporation should rather consider while creating the digital marketing strategy includes gaining more followers both in Instagram, YouTube and also Facebook, enhancing the relation with the social media followers through engaging the in conversations thereby, communicating to them effectively and presenting followers with the customer services that are offered by the Starbucks Corporation. Some of the ethical and legal issues that the corporate should consider while creating the digital marketing tool include privacy, the quality and usefulness of the brand and lastly communication between marketers and online clients (Amalean, 2012).

Reference

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TEAM NEXT, (2015) Taking the Starbucks Experience Digital Retrieved on 17 March 2017 from http://practicenext.com/thinknext/taking-the-starbucks-experience-digital-3/

Gembarski, R. (2017).  How Starbucks Built an Engaging Brand on Social Media. Retrieved from https://www.brandingpersonality.com/how-starbucks-built-an-engagin-brand-on-social-media/

Grill-Goodman, J. (2017). Starbucks' Digital Strategy Growing Sales and Loyalty. Retrieved from http://risnews.edgl.com/retail-news/Starbucks--Digital-Strategy-Growing-Sales-and-Loyalty--105225

Meola, A. (2017). Starbucks plans to spend even more to improve its mobile app. Retrieved from http://www.businessinsider.com/starbucks-mobile-app-proves-successful-marketing-strategy-2016-4

Chua, A. Y., & Banerjee, S. (2013). Customer knowledge management via social media: the case of Starbucks. Journal of Knowledge Management, 17(2), 237-249.

Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4).

Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41.

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