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BUMKT1501: Introduction to Marketing

1.Digital Marketing Strategy

Digital marketing refers to the marketing tools that utilizes internet and the digital technologies to promote the products and services of the company. Whenever we are talking about the digital marketing, digital channel plays an important role. These can be termed as the platform which can be used as a marketing tool. Besides the traditional marketing channels like TVs and radios, other major channels include websites, search engines, email, and mobile phones. These tools help to create interaction and communication between consumers and company. So, our company "Techway" has adopted the same marketing channels to market our product "LangTor".

Websites

They usually fall on the top hierarchy to market any kinds of services. We have our own website for the company as well as for the customer support. Customers can know the specification of the device as well as contact the support system to make any queries or provide feedback.

Search Engines

We have many tech and IT staffs working under the device to create multiple pages in our websites. To lessen the importance of use of hyperlinks. We have given the simple hyperlinks to the pages so as to increase the rank of the search result. With this whenever someone searches language translator they will have LangTor as a list in the search result.

Email

Email is also one of the powerful marketing tools which Techway has used. The pile of emails that our system has collected through different sources have been used advertise about the device LangTor i.e. we have sent mails to the addresses about our product and the offers. With this we can actually sell good amount of the newly launched translator if not public will be at least having an eye for the product.

Mobile Technology

I guess there are no people today without a mobile in their house. There is at least 1 in a family. According to our research more than one-third of Chines and Korean consumers shop for clothing and accessories on their smartphone. This just prove how massively is mobile commerce growing in Asia. So, not only in the device but we are now expanding our thoughts abd trying to develop an app for the mobiles too so that they can access a part of the LangTor's feature through the app. One can have access to their mobile phones and simply login to our website and order the product.

Social Media and its 4E framework

The network of 21^st century has been dominated by social media. YouTube, Twitter, Instagram, Facebook are some of the dominating social network sites which the Techway has used to market LangTor.

Excite the Consumer

As the youths are the target audience of our product, so the chosen medias are perfectly relevant. We have used many kinds of social media related offers to excite customers. Our Instagram and Facebook page have been a platform to communicate deals about the LangTor i.e. we have various offers during black Fridays and new year's. This will increase the excitement of the customers as the offers are relevant. We are using location-based apps, the range of features of the language translator, so that the returning local search results on Google could match the nearby shop where the customers can buy the translator. Just to make people clear we are just trying to use the strategy used by Uber Eats.

Educate the Customer

The second framework is Education. It is important for the customers to know about the product before they use it. So, to excite them we can educate them about the product. For us websites are acting as the biggest social media educator to educate the customers. We regularly post the Blogs and Vlogs about the translator so that people can know. Not only that we are informing people about the importance of learning new language and its aspects. This campaign will aware people about their language preferences too. So, as a marketer we are awarded of the Blogs, and also learn from their feedbacks in setting up and managing their own blogs.

Experience the Product

The most alive thing about today's world is that people can use the product or know how the product works before even buying them. YouTube acts as the major platform in providing the info about the products before they are even launched into the market. We can see many reviews. Same as that Techway too have their agents or the YouTubers who give the positive reviews about our product. The first product i.e. LangTor was provided to some of the reviewers before they are made access to the general public so that they can make positive reviews on it. Today, customers can do test drive of the product or have the experience of the our LangTor before so that they can know if it is perfect for them to buy it or not?

Engage the Customer

This is the final phase or the last framework. After introducing the language translator to the public and after the first initial sales of our translator, it is the time to maintain this sale throughout certain period of time which is also called to maintain the engagement of the customers. We have clearly stated in our social media account about our opening and closing hours and the 24/7 time period of customer service. The company has its own customer care support contact to resolve their queries which is available 24/7 in a week. Moreover, there is a separate support website where the clients can get access to online experience that either mimics or nullifies these in-store benefits. This will help to develop good communication and interaction between the company and its clients. To increase the engagement of the device Instagram and YouTube has been the major social media to influence the market.

We value customers' as well as company's privacy as well. We take cybercrime as a serious issue. So, to manage all this we record each and every calls and queries that are made. We record our positive as well as negative customers. We identify our competitors and their customers as well so as to know how they have been impacting their customers.

2.Upgrading Language Translator More Corporate Socially Responsible

Every company has to have its own CSR programs so that it can be accepted by the society and the government. This will benefit the company as well as the society in terms of its price and promotions.

As a CSR program we are trying to consider following actions;

A.Will be donating 10 percent of its 1^st month sales to the charity.

We are planning to donate 10% of our 1^st month revenue to various charities around Australia. This will not only impact the prestige of the company but will become a promotion agenda. Society will be empowered while we can still market our technology.

B.More than 50% of paper used in packaging the product is from recycled wood fiber

The campaign of using the recycle woods is environmentally friendly. Rather than cutting down trees excessively which are the energy source, we recycle the used firewood so that it won't harm the nature and eco-system. This will reduce the company's budget/price. Which will help us to reduce the price for the technology that we sell to our customer. This will prove cost effectiveness for the customers.

C.Provide or distribute the translator to the refugees in different states of the country

We are running a campaign specially for the refugees who are provided with these translators for free so those who cannot understand the English language can translate it to their native language. This will impact the society of certain place.

D.Use of solar power to charge the translator "LangTor "

We have featured our device to run with solar power. This will also save the cost of using powered batteries and electric consumption. One can simply charge the device during the day in a sunny day which will last for an entire month.

E.Employment opportunities

We educate people and empower workers through competitive pays, informal and empowering organizational culture. We are helping in the construction of many educational institutions run through our funding. We take skilled human resources and resources with the possibility and train them to be a fine human resource. This CSR program focuses on the products produced by the company. We not only want our staffs to be educated and skillful but also those who can be trusted and can contribute to the company for a long run.

3.Competing in the Market Against the Competitors

There is a small, hand-held portable electronic device called Muama Enence that can translate a language into more than 40 different languages. The product is trying to compete with our LangTor which can translate a given language into more than 70 different languages. So, to steal the market share of the Muama Enence, our company has to properly study the primary and the secondary data.

The aim is to develop a disruptive product that shakes up an existing category or, better yet, creates an entirely new one. The first and foremost information that a company has to have is about the gossip. We hear to the surrounding gossips about the Muama and analyze how is it different with that of ours. We try to collect their reviews. Sometimes what we try to do is, we find the anomalies or the defect in our competitor product and present that indirectly to the public. We also try to collect the intel report of what are the features that their customers love the most about the technology and what are the features that they hate.

The primary data collection is further classified into qualitative and quantitative research. Qualitative is the informal research method whereas quantitative is the structured response that can be statistically tested to confirm insights and hypothesis.

And to gather this information, we have used following 8 data collecting tools:

A.Observation:

We use the competitive intelligence and intent data source to understand when customers are in market or at risk. Our company is trying to observe the competitive data to build a target company list. Observation can mean to examine the purchase and consumption history of the competitor i.e. Muama Enence. Like we have a separate team of examining competition in the outside market who examine the customers when they shop. Observation can be of how the foreign company is advertising its products. We even classify our observation reports on the demographic measures. In this way we can tally which group of people are more interested towards technologies.

B.Social Media Research

Social media are the sites are the source of huge pile of data collection. We have realized the importance of these medias and how they can provide valuable information. On our facebook page we have added a post of our language translator. It is to be known that one can collect large amount of important data just from the comment section. In comment section we found why customers are so happy for the device. However, we also knew in what aspects we are still lacking. Customers also appear keen to submit their opinions about the tech through social sites rather than some websites. In the same way we have been studying the comment section of Muama Enence too. So that we can know why people are not satisfied with the device and that comment can be utilized to upgrade our translator.

C.In-depth Interviews

In addition to simply observing the customers sometimes we have interviewers stopping customers one at a time in our different stores to ask them a few questions regarding the customer service and the device they have been using. Since our recent interview our one of the regular customers has to say this about the "LangTor", "The device is awesome. It is very user friendly and most interesting thing is we can not only have online language tutors but play word games as well. We also ask the costumers the difference between our and other devices in the market. These interviews are conducted indirectly.

D.Focus Group Interviews

This is the interviews that company organizes comes with a small group of people for an intensive discussion about a particular topic. This kind of interview save the time for company. Techway conducts an online interview i.e. it offers a protected interface for company to listen in on focus groups and also communicate with consumers, without having to visit the physical interviews. This also helps the company to save some budget. Again, to steal the market share, it is obvious for the companies to know about their competitors. People for group interviews are selected as by knowing the customers preference. In group of people, we ask them if they have used any other translators beside ours and ask them about the difference and cover their negative aspects with our positive aspects. As Muama Enence can only translate 40 languages whereas LangTor can translate up to 70 languages

E.Survey Research

Survey is a quantitative primary collection method. Surveys refers to a collection of questionaires. Our team has been conducting tons of survey from the customers regarding our latest technology "LangTor". For this customer are also provided with member points which can be redeemed for amazing prizes. The surveys are not so long. People will just have to answer some questions related to the translator. We usually ask 2 kinds of questions; Structured (closed ended where they'll have to answer either yes or no) and Unstructured (open ended where people can give their own view). Some of the questions are as follows;

How much do you rate the user interface of the translator?

Is the translation slow?

What is the best thing you like about the device?

What feature would you like to add into the system?

F.Experimental Research

This is also a type of quantitative research. For this we have developed an app to analyze Muana's customers and their feedback. We have customized the app in such a way that it provides information relating to tangible attributes of the services provided by Muana Enence. It will also analyze and compare the monthly sales between Muana Enence and the "LangTor". We also have statistically analyzed why the number of sales is increasing in some months while decreasing in other. The experiments conducted between LangTor and Muama proves that Muama doesn't have any gaming interface whereas people with LangTor can enjoy variety of games. This result has been advertised across the internet using various source

G.Panel and Scanner-Based Research

We have established our own scanning system which scans the pattern and behavior relating to the positive and negative feedbacks. Now we will tally the result and discuss how we can pull the market share from our competitors. In this research, we collect purchase information which gives timely insights into the general demographics.