Digital Marketing Essay Example

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    Marketing
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    Masters
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Table of Content

20DIGITAL MARKETING

DIGITAL MARKETING

Digital Marketing

Introduction

Amazon Echo

Echo has beam forming technology as well as seven microphones; therefore, it hears the user from different parts of the room. The speaker is tuned expertly in order for its immersive sound to fill the room. The product has no intense competition since it is the only product that offers hands-free voice control for the Amazon Music.hipping is free. Amazon and s
$179.99It is a hands-free speaker that allows the users to control it with their voice. The Echo is connected to the Alexa Voice Service to receive and send messages, make calls, play music, as well as offer instantly information, weather, sports scores, news, and many others. The product is retailing at

Digital Marketing

Figure One: Amazon Echo

iRobot Roomba 652 Vacuuming Robot

This product is produced by iRobot used for picking up the dust, large debris such as cereal and pet hair. The product retails at $345.89 and shipping is also free. There are other numerous products such as Eufy RoboVac, Ecovacs Deebot, and Evertop Robot Sweeper that offer similar services. iRobot Roomba 652 Vacuuming Robot is beneficial because it cleans all types of floor, which includes laminate floors, rugs, carpet, hardwood, and tile. It is a3-stage cleaning system that loosens, lifts, as well as suctions large debris, dust, dirt, and pet hair from the floors. Furthermore, it cleans corners and wall edges thanks to its spinning side brush sweeps.

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Figure Two: iRobot Roomba Vacuuming Robot

Oral-B Precision Black 7000 Toothbrush

The
Oral-B Black 7000 is an electric toothbrush with a Bluetooth, which allows for communication between the brush and the user’s smartphone. The connection offers the user a real-time feedback with regard to his/her brushing habits. The toothbrush is designed professionally and retails at $172.39. The product offers a revolutionary novel way to make sure that oral health is looked after. The Bluetooth-enabled product offers real-time feedback based on the users’ brushing habits.

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Figure Three: Oral-B Precision Black Toothbrush

Customer Decision Journey

Amazon Echo

  1. Needs/wants: A product that plays all their music from Amazon TuneIn, Pandora, Music, iHeartRadio, and Spotify using only their voice.

  2. Is aware/knows: Customers know about the product from social media sites, especially Facebook.

  3. Considers/examines: Customers are interested in the product because it follows the voice in the room through circle lighting.

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  1. Searches/learns: amazon.com as well as ebay.com

  2. Likes/trust: yes

  3. Sees value/ willing to pay: yes, the customers get value for their money because Amazon Echo allows the users to have a great deal of control over their environment in a manner that makes them independent.

  4. Commits/plans: yes the company has made plans to offer expert appointment, whereby customers are taught to build an Alexa smart home.

  5. Consumes: Consumers are likely to purchase the new product because it has awesome features and they are given free expert consultation.

  6. Satisfied: yes, all customers would be satisfied since the new product fulfils their needs and can control their fans, lights, TVs and switches.

  7. Loyal/repeat buyer: With the view to the customers’ reviews, it is clear that most customers are satisfied with the product and are more likely to buy new products that are compatible with the product.

  8. Engaged/ interacts: The customers will be engaged with this product since they can play music, set alarm, and do many other things.

  9. Actively advocates: Satisfied customers would likely recommend the product to their friends as well as family.

iRobot Roomba 652 Vacuuming Robot

  1. Needs/wants: A product that indulges the customers’ needs by making sure the floor remains clean. Cleans all types of floors.

  2. Is aware/knows: Customers know about the product from Google search and social media sites.

  3. Considers/examines: Customers are interested in the product because it
    leaves their homes tangibly cleaner and enables them to focus on other things.

  4. Searches/learns: amazon.com, alibaba.com and ebay.com

  5. Likes/trust: yes

  6. Sees value/ willing to pay: yes, the customers will see value because the product allows them to live in a cleaner environment
    by picking up dust, large debris such as cereal and pet hair.

  7. Commits/plans: yes the company has made plans to offer product warranty and ensuring that the product is fit with Lithium Ion battery that recharges automatically.

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  1. Consumes: Consumers are more inclined to buy the new product since it has awesome features such as ability to sense any looming collisions and leaves the walls and furniture are unblemished.

  2. Satisfied: yes, most customers would be satisfied since the new product can clean different types of floors and can also clean around and under the furniture.

  3. Loyal/repeat buyer: Owing to the quality of services offered by the product and the product is not durable; customers are inclined to buy the product again.

  4. Engaged/ interacts: The customers will be engaged with this product since it keeps their environment clean and makes sure they focus on other important things.

  5. Actively advocates: Customers would likely recommend the product to their friends in social media or workplace, neighbours and family members.

Oral-B Black 7000

  1. Needs/wants: It is Bluetooth enabled and enables the users to brush on the most crucial areas through the Oral-B App.

  2. Is aware/knows: Customers know about the product from social media sites and search websites like Google and Yahoo.

  3. Considers/examines: Customers are interested in the product leaves their homes tangibly cleaner and enables them to focus on other things.

  4. Searches/learns: amazon.com, alibaba.com, oralb.com, ebay.com and walmart.com.

  5. Likes/trust: yes

  6. Sees value/ willing to pay: yes, the customers will see value because the product allows them to track their oral-health activities through the Oral B app.

  7. Commits/plans: yes the company has made plans to offer different head refills that fit the customers’ personal oral health needs.

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  1. Consumes: Consumers are more inclined to buy the new product it offers them helpful oral care tips and a revolutionary was to keep their teeth clean.

  2. Satisfied: yes, most customers are satisfied since the new product since the product has a timer that allows them to know when to stop brushing and their gums are protected.

  3. Loyal/repeat buyer: customers are inclined to buy the product again because the product lasts for a few months. After purchasing the product regardless of the method used to check the product out, Amazon has focused on building post-purchase loyalty by offering rewards to customers who manage to complete a purchase. For instance, a customer is offered a gift voucher to spend over a certain threshold with the aim of persuading them to return and buy again. As pointed out by Agostinho (2016), a positive post-purchase experience can lead to loyalty. Amazon tries to turn its customers into active loyal customers who consequently turn into advocates that can influence other potential customers during the evaluation phase.

  4. Engaged/ interacts: The customers will be engaged with this product since it help them get the clean they need, every time..

  5. Actively advocates: Customers would likely recommend the product to their friends in social media.

Customer Profiling

Customer Interests

Customer interest, according to Bhasin (2016), is important to the process of sales. Furthermore, gaining attention can be achieved during the initial stages, but customer interest should be maintained all through the sales process. After gaining customer attention, it is imperative to maintain the customer interest and afterwards ignite the desire. As mentioned by Spenner and Freeman (2012), a sales person must understand basics like customer preferences, customer body cues, motivation and hostility to sustain interest to the product. Most customers are interested in the price of the product; therefore, a brand can generate sales by setting prices that customers are prepared to pay. Besides that, customers can be interested if the product is desirable considering that there is a difference between selling what is desired by the customer and understanding what is needed. Therefore, it is imperative for the sales person to communicate how buying a certain product would benefit them by filling a void. The majority of the customers are interested in products that easy; therefore, the sales persons should make it easy for the customers to locate and purchase their products. Most customers are interested in pocket-friendly products and where they are offered discounts on a second purchase.

Customer Interests for Amazon Echo, iRobot Roomba 652 Vacuuming Robot and Oral-B Black 7000

Amazon Echo

Most of the customers purchasing Amazon Echo are interested with a product to play all their music from Amazon TuneIn, Pandora, Music, iHeartRadio, and Spotify using only their voice. The new product brings together friends and family through Alexa messaging and calling. The user can message or call his/her friend or family member with the Alexa App, Echo Dot, or an Echo. As evidenced by the figure below, Amazon Echo Facebook page has approximately 320,000 followers.

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Most of the customers love the new product as evidenced by the customers’ reviews. The customers are interested in the product because it follows the user’s voice in the room as evidenced by the circle lighting, which demonstrates the direction that the product is listening. Furthermore, the customer reviews demonstrate that customers are interested in this product because it speaker is magnificently balanced; therefore, when they are listening to Alexa speaking, the news, or music the sound quality allows the user to focus on other activities. Downloading the Alexa App is not only easy, quick as well as very intuitive. When the users look over the application, they are inclined to achieve the world of ‘skills’, commonly referred to as ‘echolettes’. As evidenced by the figure below, most customers love the new Amazon Echo since it allows the users to have a great deal of control over their environment in a manner that makes them independent.

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The customers are interested in the product because it is convenient since it allows them to listen to their favourite music, get news update, and get information about weather. For some customers, the product has revolutionized their lives since it has made their lives easier and normal. However, the product does not allow the user to get storm alert; thus, it is hard for the customers to know the outside events. Still, the product allows the users to set up multiple Echos and share things such as shopping lists and music. Customers prefer products that improve their lives; for instance, the product allows the user to set multiple alarms, especially for people taking medication.

iRobot Roomba 652 Vacuuming Robot

Akin to Amazon Echo, iRobot vacuuming robot is preferred by the customers because it makes their lives simpler. With the view to customer reviews, most customers are pleased with how the sensor upgrades have enhanced the product. The new product cannot be compared to the old model that had two travel speeds, which resulted in damaged veneers and scuff marks on walls. The new product senses any looming collisions and decelerate; thus, leaving the walls and furniture are unblemished. The new product is dust-phobic and indulges the customers’ needs by making sure the floor remains clean. Its Facebook page has more than one million followers, whereby the company demonstrates how to effectively use the product.

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The customers are satisfied with the product because it leaves their homes tangibly cleaner; thus, reducing allergies associated with dust. Given that no person likes having clutter in their homes; the new product helps the user to get rid of the dirt in their homes. For people obsessed with cleaning, they are satisfied with this product because it picks up more dirt, dust, hair, stickers, and other things on the floor. Clearly, customers are satisfied with this product because it makes their life simpler. The product enables people to live in a cleaner environment, but they are not satisfied with the pricing. Some customers have also complained about the product durability and the user has to clean the brushes underneath the vacuum robot with a special tool after using it three times.

Oral-B Black 7000

Although there are many electric toothbrushes provided by different brands, Oral-B Black 7000 series is preferred by many customers because it is Bluetooth enabled and enables the users to brush on the most crucial areas through the Oral-B App. Through the Oral-B App, the customers can track their habits over time; thus, offering them helpful oral care tips. The brand has numerous Facebook pages customized for different countries. The main page has more than 8.2 million followers, which is a clear indication that product is preferred by many people.

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Customers prefer this product over the traditional toothbrush because it removes close to 100 per cent more plaque along the gum line. Reviews from customers demonstrate that they are not satisfied with their auto-mode and their inferior battery. Besides that, many customers are not satisfied with the product price. What satisfies customers is the ability to use the Oral B app to track their activities. The application is easy to use, but the customers should turn on smartphone’s Bluetooth on. Some of the benefits associated with this product include a timer that allows the user to know when to stop brushing, protects the gums, and makes the teeth cleaner.

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Customer Profiles

Customer profiles, according to Shupe (2013), can be described as individuals’ pen portraits that help in guiding the service design. Basically, the customer profile defines a person and his/her experiences as well as needs.

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Facebook audience insight as evidenced by the figure above makes it easy to find the potential customers. The number of women using Facebook is clearly high (54%) as compared to men (46%). Most users are aged between 24-34 years.

Amazon Echo

iRobot Roomba 652 Vacuuming Robot

Oral-B Precision Black 7000 Toothbrush

18 – 64 years

25 – 64 years

12 – 40 years

Both male and female

Male and female

Male and female

Geographical location

Areas with Wi-Fi connection since the product need an Internet connection to function effectively. A user cannot send a message or make a quick call to his/her family’s Echo without an internet connection

Dusty areas because they houses are always filled with dust. They are likely to operate effectively in big apartments where maximum flexibility is guaranteed.

Customers come from different countries across the globe, especially those living in the urban areas with electricity for charging the toothbrush and the Internet to connect the toothbrush withOral-B App.

The level of education

Customers are inclined to be educated, know how to browse the Internet, and enlightened about the latest novel products

Customers are educated since they are able to understand how the robot navigates around clutter and
under furniture.

Customers are educated because they know how to connect their toothbrush with their smartphone to get real-time feedback regarding their brushing habits.

Type of occupation

Young professionals and people who are busy at the workplace; thus, they have no sufficient time to clean their homes using the traditional vacuum cleaners.

Most of the customers are not just young professionals but also the students. The product is purchased mainly by the Millennials.

General Income Level

Earn at least more than $500 per month.

On average, the customer earns more than $1500 per month.

On average, the customer earns not less than $500 monthly.

Family Structure

Likely to live in a house with more than two people.

They live in a house with many people and a pet.

Most likely to live alone or somewhere where they have privacy.

General Interests

Interested in listening music and is looking for a place where he/she can listen to music from Spotify, Amazon Music, and many others. The customers are drawn from the general population in different countries, especially those who
love to reads the news, answer questions, know about weather and traffic, sports schedules and scores, and to listen to music. The customers are inclined to be people who are working and even those who have retired.

Customers buy this product to reduce the burned of house chores such as sweeping and mopping the house. The robot cleans the house and recharges automatically. The robot can function for almost an hour before returning to its home base automatically for recharging. The users do not have worry about ways of charging the robot since it recharges itself between cleanings. Furthermore, the robot cleans based on the set schedule, which is convenient for the user.

The customers want a product that offers them different brush head refills in order to fit their individual oral health needs. Furthermore, the tooth-brush is Bluetooth enabled; thus, allowing customers to connect with different Oral-B electric toothbrush heads allowing them to fit their needs, every time.of its round brush head and bristles that are perfectly angled for a precise cleaning of the teeth. Customers buy this product because

Design Requirements

Customers need a product that can control their thermostats, fans, lights, television, switches, sprinklers, garage doors, locks and many others. They want a product that is compatible with Samsung SmartThings, Philips Hue, and many others. They want smart products that have many new features.

Customers want a robot cleaner that can clean all types of the floor and adjust automatically to clean every type of floor, which includes rugs, carpet, hardwood, tile, as well as laminated floors.

Customers want a toothbrush that can connect with their smartphones. They want a toothbrush that can allow for 3D cleaning action and complete removal of plaque.

Cost Limitations

The cost limitation is $180 to $ 400 dollars. Customers are less likely to pay more because they prefer products that do not exceed set budget.

The cost limitation is $345 to $ 400 dollars. Many customers are not willing to pay more because there are other cheaper products offering the same services.

The cost limitation is $148 to $ 200 dollars. Some customers are inclined to pay more because the toothbrush serves as a dental professional in their bathroom, offering guidance to their brushing experience as well as offering feedback in real-time to enable them to brush gently as well as thoroughly.

Other limitations

Customers cannot get storm alerts and depends on an Internet connection to function effectively.

Customers are not pleased by the durability of the product.

Customers are not satisfied with the product’s auto-mode and their inferior battery.

Time Scale/Allocation

Customers prefer when the products are delivered within a week after the order has been placed.

Product should be delivered on time so that they can keep their floors dust-free daily.

Product should be delivered on time.

Desired Product Outcome

Customers want the product to adapt to their vocabulary, speech patterns, as well as personal preferences. They want to use Echo to switch on and off their lamps, turn on their fans, and connect with other smart products.

Customers want the product to sense any looming collisions and ensure that the floor remains clean.

Clean teeth for people with sensitive teeth as well as protecting the gum.

References

Agostinho, D.V., 2016. Understanding the New Customer Decision Journey. [Online] Available at: HYPERLINK «https://www.linkedin.com/pulse/understanding-new-customer-decision-journey-dany-vilela-agostinho» https://www.linkedin.com/pulse/understanding-new-customer-decision-journey-dany-vilela-agostinho [Accessed 18 August 2017].

Bhasin, H., 2016. How to maintain customer interest. [Online] Available at: HYPERLINK «http://www.marketing91.com/how-to-maintain-customer-interest/» http://www.marketing91.com/how-to-maintain-customer-interest/ [Accessed 18 August 2017].

Olson, C., 2017. The consumer decision journey in the increasingly complex search retail marketplace. [Online] Available at: HYPERLINK «http://searchengineland.com/consumer-decision-journey-increasingly-complex-search-retail-marketplace-275286» http://searchengineland.com/consumer-decision-journey-increasingly-complex-search-retail-marketplace-275286 [Accessed 18 August 2017 ].

Shupe, R., 2013. Your Perfect Customer: Creating Your Target Market Profile. [Online] Available at: HYPERLINK «http://www.business2community.com/customer-experience/your-perfect-customer-creating-your-target-market-profile-0382618» http://www.business2community.com/customer-experience/your-perfect-customer-creating-your-target-market-profile-0382618 [Accessed 18 August 2017].

Spenner, P. & Freeman, K., 2012. To Keep Your Customers, Keep It Simple. [Online] Available at: HYPERLINK «https://hbr.org/2012/05/to-keep-your-customers-keep-it-simple» https://hbr.org/2012/05/to-keep-your-customers-keep-it-simple [Accessed 18 August 2017].