Social Media Marketing Strategies
Added on 2020-02-24
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Running Header: DIGITAL MARKETING & COMMUNICATION – AD ASTRA INSTITUTE1Digital marketing & Communication – Ad Astra Institute
Digital marketing & Communication – Ad Astra Institute2Digital marketing & Communication – Ad Astra InstituteIntroductionSocial media and digitals domains as a platform for marketing, communication and promotion has emerged as a critical tool for communicating, acquiring, servicing customers and also to gain critical insights into customer behaviours in recent times (Kim and Ko 2012; Castronovo and Huang 2012). The same is evidently expected to play significant role in the marketing and business development initiatives of business entities with direct impacts on revenue generation and profitability (Kim and Ko 2012; Castronovo and Huang 2012). In thiscontext, the organization identified to undertake this study is Ad Astra Institute (Ad Astra). Ad Astra is an education institute with specific focus over hospitality industry in Australia. The entity by having direct links with the hospitality industry provides its students with significant opportunities for learning from professionals (Ad Astra 2017a). At the outset, the various services offered by Ad Astra comprise assistances for language as well as learning skillsets, accommodation for the students, recreational activities, personal guidance and also health services for ensuring their students to experience that is well balanced and effective in its outcome (Ad Astra 2017a). Given the nature of the services offered and in general, social media / digital marketing and communications represent a significant medium for the company to reach out to prospective clients (students) and enhance its marketing efforts.In specific the platforms that shall be focussed in this report include social media efforts using Facebook platform and an email based marketing using Mailchimp platform. Based on assessments of Ad Astra, its marketing needs and evaluation of these identified tools suitable recommendations have also been proposed.
Digital marketing & Communication – Ad Astra Institute3Digital Marketing Platform #1 – FacebookFacebook is a social media platform in online domain with services of social networking. Thecompany was established in the year 2004 and has been forefront in one of the earliest and most successful social media (Facebook 2017). Facebook continues to be one of the widely used social media across globe for social networking making it an inevitable tool for marketers and business organizations to have a large and effective presence for their marketing, promotional and communication purposes (Facebook 2017). Further in a recent study undertaken, it has been established that Facebook provides the maximum ROI amongst the various social media platforms that exist (Emarketer 206). Naturally, the rationale for using Facebook as a platform for social media marketing is well established. The negative aspects of the same is quite limited and one of the major one is that Facebook being the first choice for most marketers and Facebook being used by users for wide and varied reasons likereceive feeds of their friends, various news and infotainment feeds and promotions / communications from numerous sources could lead to data overload causing the users to misson the company’s posts (Facebook 2017). However the same could be addressed through effective and focussed strategy around the users to ensure maximum and direct access.In this context, the initial assessment of the Facebook presence by Ad Astra indicates that the company makes use of this platform to share promotions, infographic stressing the need and attractiveness of getting trained for a career in hospitality industry and also direct communication for customer acquisition related efforts (Ad Astra 2017b). Some of the samples of the efforts already undertaken by the company are presented as follows,
Digital marketing & Communication – Ad Astra Institute4Figure 1 – Ad Astra’s Current Presence in Facebook (Ad Astra 2017b)
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