Digital Business Plan
Patricia Williams
MKT-607-0500
November 14, 2020
Technology has revolutionized marketing. The goal of APNL Cycles is to use technology to attract new customers that may have not been aware of our company before. Christina, Fenni, and Roselina (2019) state that “an exact strategy which runs through integrated marketing communication will produce profit for the company” (p. 59). Integrated marketing communication consists of utilizing various channels and methods to deliver a marketing message to consumers (Christina, Fenni, and Roselina, 2019, p.59). The goal is using multi-channels is to build a strong relationship and show value to consumers. APNL has decided to utilize different social media platforms and an online blog to tell consumers who we are and how our bicycles can add value to their lives.
Our digital marketing strategies will consist of defining our brand, building our buyer persona through our blog, and using social media for feedback and virtual product testing. According to Mingione and Abratt (2020), marketing or building a brand in today’s technology requires an interactive approach. The time when the marketer had the entire control of the brand or image a company displayed has ceased to exist. In today’s information-driven world, a company must be able to build relationships with external communities and show how those relationships add value aside from the product they are purchasing. The communities will assist in either building or diminishing the brand. Through our online blog, we hope to build relationships with several bike riders and influencers that can show how our products have increased the quality of their rides. The blog will also assist in building an image of the different types of buyers our company hopes to attract. With the same interactive approach in mind, we hope to use social media pages like Instagram and TikTok to analyze and evaluate real-time feedback from consumers.
Christina, Fenni, and Roselina (2019) discuss several channels that can be used as part of the promotional mix (p.60). APNL hopes to focus on our website, social media marketing, and online public relations. Our website will display our mission, our products ad what we hope to do for the world and all of our stakeholders. Social media will be used for real-time updates and research. Our public relations online will focus on gathering the ideal candidates to focus on our blogs. Once a consumer purchases our products and with their consent, we would also participate in target email marketing. All of our marketing strategies will be completed by being strategic and targeted. We don’t want to be seen as another retailer sending junk emails.
Christina, Fenni, and Roselina (2019) state their studies in digital marketing have proven that “digital marketing has uniqueness in its ability to get public attention faster” (p. 64). This faster response allows companies to get answers faster on what’s working and what is not. Our marketing team can review feedback and apply changes if needed a lot faster than with non-digital marketing methods. Ugolkov, Karyy, Skybinskyi, Ugolkova and Zhezhukha (2020) tested several indicators to investigate the effectiveness of online content (p.34). They tracked online traffic, customer behavior, and the cost per-user based on sales and traffic. APNL will look into possible similar strategies to track the effectiveness of digital channels. The goal of digital marketing is to reach as many people without the exorbitant marketing expense. APNL will strategically target consumers and change or adapt strategies as needed.
References
Ievgenii Ugolkov, Oleh Karyy, Oleksandr Skybinskyi, Olena Ugolkova, & Volodymyr
Zhezhukha. (2020). The evaluation of content effectiveness within online and offline
marketing communications of an enterprise. Innovative Marketing, 16(3), 26–36. https://doi-org.lopes.idm.oclc.org/10.21511/im.16(3).2020.03
Imelda Debby Christina, Fenni, & Devia Roselina. (2020). Digital marketing strategy in
promoting product. Менеджмент Та Підприємництво: Тренди Розвитку, 4 (10), 58
66.
Mingione, M., & Abratt, R. (2020). Building a corporate brand in the digital age: imperatives for
transforming born-digital startups into successful corporate brands. Journal of Marketing
Management, 36(11/12), 981.