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MOTOROLA Brand Analysis: Targeting Audiences Through Products, Casting, and Digital Marketing
- 2. State of the Brand • Audience: young adults • Products: customizable, no learning curve, streamlined • Cast: active, fashionable, hip • Selling point: individualism
- 3. End of State • Cast older individuals • Cast families – Include children – Include grandparents
- 4. Social Media • Updates Facebook profile picture and banner • Retweets and responds back to audience on Twitter • Ashton Kutcher stars in YouTube commercials • Tailors Instagram pictures to national moods or celebrations
- 5. Website • Referrals • Page navigation (e.g. exit pages) • Unique visitors • Conversion rate • Page popularity
- 6. Advertising • Facebook – likes: posts, pages • Twitter – favorites, followers • YouTube – video views, channel subscriptions • Instagram - followers • LinkedIn - followers
- 7. • Surveys • Social media comments sections • Feedback forms
- 8. Mobile • Format looks different on mobile devices, but all of the content is still there • Website is responsive and mobile friendly • Social media display Motorola product information and website content cohesively • SEO would improve Motorola search results – Social media accounts appear first – Keywords help SEO and website navigation
- 9. Google Advertisement • Stop paying for Google advertisement – Motorola invented the portable telephone in 1973 – Large enough company that it does not need the forced exposure – Can repel potential customers; paid Google ad is often seen as a sign of business insecurity • Improve SEO
- 10. Conclusions • What’s Hot – Social media interaction – Mobile layout – KPI • What’s Not – Audience membership – Inbound marketing – SEO – Google advertisement