In the soft drink industry, Pepsi company is one of the renown brands in the world. This is because it makes a wide range of beverages. As a way of targeting more customers and maintain high market standard, the company resolved in jointly using manual and digital marketing strategies (Ryan, D. 2016). On the part of digital marketing strategies, the company employed a team to assist in ensuring that all their brands are well displayed and advertised in the digital market. however, this was not as suscefully as it was due to various reasons that they misunderstood and ignored. The reason as to why their digital marketing was not successfully is discussed as follows.
WHY DIGITAL MARKETING WAS UNSUCCESSFULL
The company did not clearly set their objectives in the digital market. The proposed objectives were to ensure that the products were well advertised in the media while promoting its brand but instead the marketing team used the platform to discuss other issues other than marketing the company. National politics and sports was the major point of discussion in their page. this made them loose focus in the digital market by gathering information that was irrelevant to the company (Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015).
Secondly the company was not frequently updating their status in the major social media platforms. The team was so reluctant that it took even months to update their status and advertise their products in the internet. Moreover, there was it relied on articles that were published earlier to indicate their direction.
Thirdly the digital marketing failed due to over reliance on gossips that were being spread in hacked social media platforms claiming to be from the Pepsi company but they were not.to effect on that the company did not take preventive measure to ensure that hackers were detected early before they brought the damage.
Lack of attractive and appealing picture in their social media. Normally most of individuals are attracted to pictures. this makes them to look on the brand that they had not planned simply because the front picture was attrctive.to propagate the failure the company used to upload outdated picture and picture that were not relevant to their core business (Armstrong,
G., Kotler, P., Harker, M. and Brennan, R., 2015.)
Misunderstanding in the targeted population. Most of the digital marketing strategies were directed in attracting the older age not bearing in mind that the majority users of technology were the younger generation which found no interest in their post (Ryan, D. 2016).
IMPLIMENTATION OF STRATEGIES
As a means of implementation digital marketing strategy, Facebook would be the first one which I would use. I would open a Facebook account and ensure that the profile is much attractive. I would ensure that there is a constant post on the page accompanied by pictures to affect the post. I would also ensure that all comments are properly analyzed and no abusive or hatred comment on the page. Three examples of post are as follows. Example one ‘Hello everyone, Pepsi today gives you as a customer a discount of 15% on all orders requested for today. Enjoy your day as you purpose to do business with us. The second example “Following the major change in the international market Pepsi company has decided to give a discount to all customers who would wish to enjoy the 500ml and the 200ml bottles buy one and get one free.
Thank you”. The third example would be “To all customers and client we would wish to inform you that you can contact our marketing team for any clarification. thank you.”. The Facebook page would look like this.
Instagram would be my second digital marketing platform. I would upload the pictures of young generation guys enjoying the drink and saying how the drink has made them feel good. I would ensure that there is an administrator who would upload pictures of our company’s products after every one hour. The Instagram page will consist of the company’s logo, contacts, and a brief but detailed information about the company. Three examples of Instagram’s post would include the following. Example one “Pepsi, your company your future’’. This will be preceded by a ten seconds video showing how someone once drank a cold Pepsi and got energy to perform extraordinary things. The second example would be “Greatest offer that you cannot
get anywhere else except at Pepsi. Hurry now! . Instagram page would be as follows
Twitter would be my third social media strategy. The main aim of the page will be to convince people to buy. This would entail following large number of people and introducing very appealing hash tags each day an example of a post that would be in the page is “# THE
GRAND OFFER.” By doing this the company digital marketing strategy would be in a better position to compete with others in the market (Ryan, D. 2016). this is a brief description on how my twitter handle would be,
The pictures would influence the people in buying the soft drink.
In conclusion, digital marketing can be a tool for improving income for various companies if only used in an appropriate way. This is because the world today is a global village and each and every person, customer or client is connected to social media and this provides a good platform for brands to develop by the formulation of achievable goals that will be met only through digital marketing strategies. The social media is not only universal but also used by diverse age groups who come together and share their ideas and belief, in this way it creates a unique opportunity for those wishing to conduct business not only in their country but also overseas (Ryan, D. 2016). This help to improve the company’s profit and spearhead the realization of goals and objectives if only undertaken with the correct care that it requires due to its complexity.