A Marketing Strategy for Online Marketing of Photoshop Pluggins
Marketing is a process through which a company draws potential customers’ interest towards its goods and services. The process involves activities that include research, promotion, selling and distribution of goods and services. While in this process, the company will also try to determine the type of goods and services that interest the customers. The Puggins Plus Company’s management has decided to adopt an online based form of marketing campaign due the need to minimize costs and use a media that is relevant to the product. This report strategizes the online campaign plan while putting into consideration the target market niche and how to reach the potential customers.
Pluggins plus Marketing Strategy
The use of online marketing in Pluggins plus case should incorporate e-mail marketing because the company already has a list of e-mails of sixty percent of its clients. This could be done by various methods of e-mail advertising including opt-in e-mail advertising. In this case e-mails will be sent to previous clients that gave their e-mail address during a past transaction. This method will be efficient because it targets individuals that already have an interest in the company and may constitute a big portion of clients that may want to upgrade their Plusfx 3 to Plusfx 4. Additionally, the company can include attached advertisements on all e-mail communications to its clients. In order to enhance sales the company could also offer the Plusfx 4 at a discounted rate to old customers that would wish to upgrade if they respond to the e-mail advertisements via e-mail. A further discount can be offered to customers that would like to directly download the purchased software. This will encourage electronic sales and delivery visit (Lateral ‘Marketer’, 2010).Additionally, the company could employ demographic targeting as a means of effectively advertising online. This can be done by placing its advertisements on web pages/sites that carry information that is related to the product to be sold.
An example would be, placing their advertisements on sites that sale or contain literary study material on computer software and hardware. This will be effective in reaching out people that already have an interest that is closely related to the product. The type of information placed on these sites could be text advertisements, short movie clips about the product or even audio tracks about the products (Lateral ‘Marketer’, 2010). Similarly, the Pluggins plus can use contextual online advertising by employing the use of online search engines. This will work by identifying and prompting internet users to visit the company’s site once they enter information that may be related in context to the product. The company could also send out short text messages from the web to mobile phones of old customers as well as prospective customers. This will be effective in reaching potential clients that may have on access to online content. Pluggins plus can also use online behavioral marketing that will target potential clients through an analysis of their click-stream. In this method internet users’ history on the website that they navigate can be tracked by cookies. If the click-stream indicates a trend of visiting sites with information related to the product; then the company can serve the user with advertisements related to the product or prompt the user to visit the company’s site (Kenneth, 1998). Purchase-based category targeting can also be applied effectively in online advertising. In the use of this method the company will place online advertisements on sites of related products that clients who buy Plusfx 4 may probably visit (Lateral ‘Marketer’, 2010).
References
Kenneth, C. L. (1998). E-Commerce. Knowledge Boulevard India: Pearson Education India.
‘Lateral Marketer’ (2010). Seven different Targeting approaches in Online Advertising. Retrieved from, http://www.lateralmarketer.com/7different-targeting-approaches-in-online-advertising/, on 29th May 2010.
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