2. Case Study
Advanced Navigation is planning to launch a revolutionary high-end navigation system that will outperform competitors’ systems at a
lower price point. Main competitors are:
● IXblue - https://www.ixblue.com/
● KVH - https://www.kvh.com/
The main target markets are:
● Surveying
● Autonomous Underwater Vehicles
The company is facing competitors with better worldwide presence, and close relationships with their clients.
What would be your digital marketing plan to launch this product in 3-month time and track the campaign's effectiveness?
43. What does your audience want to read
about?
Ask them directly (survey etc)
Ask your sales team
Where do they hang out? (more on that later…)
Answer their questions
44. Blog v. News
You are not a newswire - start an engineering blog that will
attract and retain your desired audience.
49. Email Journey
1. Introducing Subsonus, our new INS for subsea applications
2. Subsonus 5-min video demo
3. 30% more accurate subsea navigation system
4. Under the hood of our latest INS release
5. Join our Subsonus webinar
6. What the Defense department is saying about Subsonus
7. Subsonus v. IXBlue Rovins
60. Where does your audience hang out?
Ask them directly (surveys, interviews etc)
Ask your sales team
Traffic referral to your website?
Traffic referral to your competitor website?