final presentation for ADV420

1. ⓒ 2010 Abby
Mazda Digital Strategy
By Linguo Zhou

2. ⓒ 2010 Abby
Mazda Motor Corporation (Matsuda Kabushiki-gaisha), commonly referred
to just as Mazda, is a Japanese automaker based in Fuchū, Aki District,
Hiroshima Prefecture, Japan.
In 2007, Mazda produced almost 1.3 million vehicles for global sales,
the majority of which (nearly 1 million) were produced in the company's
Japanese plants, with the remainder coming from a variety of other plants
worldwide. In 2011, Mazda was the fifteenth biggest automaker by production
worldwide.

3. ⓒ 2010 Abby
Target Marketing
The major target audience for the company as it
adopts the digitization strategies are the young
generation who find social media and the internet
as their way of life. These are mainly the young
and middle-aged individuals/families from the
middle class with a limited budget looking for a
sporty car that is good looking and with relatively
good performance.

4. ⓒ 2010 Abby
This Japanese company, therefore
remains a globally competitive
company which creates full
awareness throughout the
website by use of catchy slogans
and campaign strategy for
instance the “Driving Matters”
campaign following the launch of
redesigned MX-5 car. The
company can, therefore, measure
the effectiveness of the site by
gathering information that is
usually provided by the visitors
of the site, tracking of the
information collected as visitors
interact with the website, use of
live chats to interact and get
feedback from the customers as
well use of social media especially
Facebook to establish how often
the site is visited.
Business Objectives & KPIs

5. ⓒ 2010 Abby
Usability
Mazda would be recommended to
use other metrics on top of its
Key Performance Indicators.
Such metrics includes cost
effectiveness, specifically in the
use of social media in creating
awareness and overall
promotional strategy. Such can
be achieved through the use of
Facebook and Twitter while
comprehensive mobile
applications can go a long way
in creating a brand equity.
YouTube can be actually used
in congruence with the social
media
Navigation through the website is quite easy. Interaction
of the visitors through the website is facilitated by a
search button, command line, and menu-driven
interfaces. Use of graphical interface is also intensive
while the overall use of links to other website and web
pages makes the overall navigation simple. The site can,
however, be improved by using popping tabs when
active and not just the pointing finger. The site could
also make good use of the blue color among its other
corporate colors.

6. ⓒ 2010 Abby
SEO
The keywords and phrases are fully integrated into the links,
content strategy, images, and URL and search structures. For
instance, on average, the word “Mazda” is searched over 450
000 each month. The optimized search engine also provides to
the customers the exact information they are looking for,
despite the accuracy of the terms that they type, for instance,
while the a visitor searches for “Mazda 3” while the correct
name is in fact “Mazda3”, the customer will still get access to
the information he or she is searching.

7. ⓒ 2010 Abby
Mazda Twitter Page has a meager
255K followers, while those of
competitors like Toyota and Dodge
have more than double the amount,
standing at 526K and 537K
respectively. For starters, the word
“Mazda” would have to come up in
most of the phrases used on the
platform. Further, the Mazda 3 is one
of the top searches for the year, and
using it in a few phrases would also
come in handy. Other keywords I
would use would be Mazda 6, Mazda
Miata, Mazda RX-8, MazdaCX-5, to
mention but a few
Analytics

8. ⓒ 2010 Abby
•come up with more creative and innovative ideas that will be difficult to replicate by its main
competitors
•the company maintain its original market share and increase its market dominance
•acquire and develop abilities such as technology or people to gain competitive advantage
•create great content online to influence their customers to consume their products
•ensure that they are present in the relevant social media platforms to engage actively with
their audiences
The Big Idea and Tools
to Use

9. ⓒ 2010 Abby
Key Performance
Indicators
Mazda needs to find ways to evaluate its performance. For instance, they may
evaluate new digital strategies to assess if they are fruitful. To find this out,
they can hire investigators to monitor how the new changes are influencing the
company.

10. ⓒ 2010 Abby
Budget and Timeline
Mazda annually reports spending about $280
million on media and advertisements (Keski,
47). This strategy would use an additional
$100,000; where $30,000 (social media
campaign), $ 20,000 (mobile advertising),
$20,000 (AdWords campaign), $30,000 (other
advertising needs). This is a one-year budget.