This document discusses strategies for Lockheed Martin's digital marketing. It recommends grouping related products and services on individual social media platforms for simplicity. It suggests utilizing Google+ to engage technical professionals since it has fewer competitors. The document also stresses using digital media to recruit qualified individuals, properly utilizing personalized emails, and creating engaging display ads and images. Additionally, it addresses appealing to investors through videos of future projects, having an effective landing page for investors, applying search engine optimization, and ensuring the investor page is mobile friendly.

1. Aerospace, Defense, Security and
Advanced Technologies
Designing the Most Effective
Digital Strategy

2. Grouping Related Products and Services on
Individual Social Media Platforms
Simplicity and Efficiency
-With all the different products and
services Lockheed has to offer,
product/service “groupings” on
social media will help viewers cut
through the cluster of topics they
aren’t interested in.
-Ex. Design Facebook page to be
about current space exploration
projects and what the future holds
for the company. (See image on
right)
Facebook: Space Exploration

3. Utilizing the Underrated
-Analysis of Google+ has
shown that it is a
popular site among
many different
technological and
engineering based
professionals.
-Fewer companies use
Google+, so there is less
competition.
-Share a high quantity of
Information Technology
(IT) news on this site to
engage the target
audience.

4. Using Digital Media to Recruit and Hire
Highly Qualified Individuals
-If Lockheed wants to continue to recruit and hire quality professionals
that will be a beneficial asset to the company, they should promote job
openings on digital media platforms other than just Instagram.

5. Properly Utilizing Personal Email
-Make it easy for people to
sign up for a company email
list (especially investors).
-Only send out messages
that are personalized to that
person’s individual interests.
-The measurement tool,
Google Analytics, could be
used to ensure that people
only receive emails about
products that they showed
past interest in.

6. Creating Engaging Display Ads and
Images
-Much of Lockheed’s digital
marketing is done through eye
catching and powerful photos of
their products.
-Using analytic tools to gather data
on specifically what types of images
are most likely to be “clicked on” by a
viewer could be very useful for the
company.
-The odds are against the success
of display ads

7. Appealing to Company Investors
-Effective digital marketing will
enhance Lockheed’s image,
their public relations, and
possibly their most important
asset; their relationship with
investors.
-Current and potential
investors must be presented
with information that shows
how well the company is doing
as well as what future projects
are in the making that will
increase their stock’s value.
-Ex. Lockheed’s YouTube channel
could be used to display videos of
future projects that will intrigue
investors.

8. Having an Effective Landing Page for
Company Investors
-Lockheed should direct potential investors to the ‘investor
landing page’ on their main website.
-Landing page will hold relevance to the source that the
viewer was directed through.
-Provide sufficient detail and use meaningful graphics
-Use Key Performance Indicators (KPI’s) to see if views of the
investor web page is growing or shrinking.

9. Responsive Design (Mobile Friendly)
Investor’s Page
-Considering just how important
Lockheed’s investors are, they
should make it as easy as possible
for investors to view up-to-date
company news on their mobile
devices.

10. Apply Search Engine Optimization
-Use SEO to increase Inbound
traffic to the company
website.(Pull in Viewers)
-Increased website traffic will
lead to many positive results,
such as gaining more customers,
investors, leads, as well as
increasing public awareness
about new and exciting projects
the company is involved with.
-With an organic (Google) search
being the most common type,
SEO is a must have tactic.