This article explores the use of Facebook and Instagram for promoting Annex Products. It discusses the pros and cons of each platform, how they can help meet the company's objectives, and how to measure success. The article also provides recommendations for improving social media marketing.
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Table of Contents Introduction......................................................................................................................................3 Digital marketing platform (Facebook)...........................................................................................3 Overview along with its Pros and cons........................................................................................3 Fulfilling objectives of the company...........................................................................................4 Implementation of this application..............................................................................................5 Measuring the success.................................................................................................................5 Digital Marketig platform (Instagram)............................................................................................5 History along with pros and cons................................................................................................5 Meeting objectives of the company.............................................................................................6 Implementation of this application..............................................................................................7 Measuring the success.................................................................................................................7 Recommendations............................................................................................................................8 Conclusion.......................................................................................................................................8 References......................................................................................................................................10 Page2of11
Introduction Annex Products is one of the famous company which was founded by Chris Peters and Rob Ward in 2012. The organisation is located in Melbourne and was created for the back off to successful kick starter campaigns for the opener case which is the iPhone bottle opener and quad lock which is iPhone mounting system. The primary objective of Annex Products is to provide the quality and best products to the customers and also to enable the integration of innovation in the technology for fun activities in the Lifestyle. To understand the audit of Annex Products two essential tools have been applied to exploring the details. Instagram and Facebook are growing in today's world so following the audit findings through digital devices can help to identify the conformance or non-conformance criteria in Annex Products (Jacksonand Ahuja, 2016). It will also help to find the inefficient and ineffective process with improper use of general ledger in Annex Products so that it can be improved and calculate the GST of the products served by the organisation correctly. Annex Products has chosen Facebook and Instagram to promote their business to the customers as according to the survey Instagram and Facebook have the maximum number of users than any other digital platform. Digital marketing platform (Facebook) Overview along with its Pros and cons The first digital marketing tool is chosen as Facebook which was invented by Mark Zuckerberg in 2004. It is one of the famous social media tools which is used widely. Mark Zuckerberg has developed this application with fellow Harvard College, and the headquarters is situated in North Page3of11
California (Gwadabe, 2017). The total revenue of Annex Products is AUD 40.653 billion by 2017. The application has more than 2.2 billion monthly active users till January 2018. Being one of the significant application the Facebook has few pros and cons for the business: It can drive the products of the company to sell quickly, and it will be straightforward to target the customers. It is highly affordable as it is free of cost to create a page for the viewers. It does not only provide pictures but also help to interact with the customers through messages. The opportunity for featuring advertisement opportunities especially for the business accounts have added promotional expenses which can be a disadvantage for the business owners(Panger, 2016). Increasing number of competitors with their new products has become one of the biggest challenge for the business. Most of the business faces problemslike linking of business profile with the personal profile, automatically updating incorrect username for creatingpages in the Facebook as they have to control the marketing services daily. Fulfilling objectives of the company Nowadays, Facebook has become one of the significant contributions of the business growth (Doyle, 2015).The adoption of this tool in Annex Products will help to provide a forum of dialogue between the customers and the company. This will help to build a good relationship by targeting a large number of audiences and different customers not only in Australia but also in the entire world (Musonera, & Weber, 2018). It will also help to gain a deeper understanding of the products and services that they are selling and will help to invent new products and services Page4of11
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for the customers. The Facebook has also created a suitable mechanism for feedback from the customers which will help Annex Products to understand the loopholes. Implementation of this application To implement the use for promoting the goods and services of the company it is essential to create a loyal and engaged community with the customers. The second step will be establishing authority and showcasing the products like stripe and shopify. The company has already started its promotion of the goods and servicesthrough Facebook so that the leads can be increased for Annex Products.Selling the products directly will avoid taxes that can help the customers to buy at a less price (Kumlachew, 2014). Measuring the success The success can be measured by identifying the audience growth. After opening a page in the Facebook, Annex Products is targetingmore than 1 millioncustomers within six months, and as the innovation of the products will continue, it will target more to attract near about7 million customers within rest of the months. Also, audience engagement through feedbacks, like and the number of shares will be measured appropriately to understand the demand for that particular product sold by the organisation. This will help to increase the revenue of the company which will directly contribute to know about the success(Jackson, and Ahuja, 2016). Digital Marketig platform (Instagram) History along with pros and cons Instagram is also known as IG which is the photo and video sharing social networking service that is owned by Facebook. It was inaugurated in October 2010 by Kevin Systrom and Mike Page5of11
Kreiger on iOS (Quintonand Wilson, 2016). The application has helped the users to upload various photos and videos through filters and tags. Annex Products has already crossed 2, 00,000 advertisement through different organisations and has earned 1 million AUD till 2017. The application has a few pros and cons which has created a massive problem for any organisation to sell their products. The ability of tagging in Instagram will be handy for Annex Products regarding the campaign for engaging the users and encouraging user made content. However, the search engines present in the Instagram is quite low which has created a problem for the users for the correct products (Taiminen and Karjaluoto, 2015). This can be one of the adverse effects on Annex Products to help their products to reach to the customers.The use of location tagging can be incredibly easy for the follower. However, it can be harmful due to the fraud individuals or gang who are connecting in the social websites. On other hand, the positive aspects of Instagram have not entertained any negative views. The colourful filters and stickers will help the product to be more attractive for the customers (Gwadabe,2017). As the Instagram has a direct connection with the Facebook and Twitter so the organisation can post their videos and pictures of the products on Instagram which can directly allow posting automatically on the Facebook or Twitter. Meeting objectives of the company After promoting through Facebook, Annex Products should focus on Instagram for creating awareness in their brands. The company's website can be improved, and many viewers in the Instagram can order their products.Instagram is new and unique way to create opportunities for theorganisationand differentcustomershavetheirdistinctchoicesinAustralia.Sothe advertisement produced by the organisation should be lovely to attract them (Doyle, 2015). Page6of11
The Instagram can help the customers to interact and can buy the products directly which will help Annex Products to sell more products (Merloet al.2018). It is essential to create a page in Instagram and follow as many customers as they can. In relation to the Facebook, Instagram also has a feedback mechanism for improving their hospitality among the customers. The feedbacks that will be shared by the customers will be monitored closely through Instagram and will start working with a proper resolution within a month.Like Facebook, Instagram can socially connect millions of people and has its own camera and editing features which can be used for making the product look good. Implementation of this application The application has already crossed 800 million profiles according to the survey of July 2018. Annex Products should engage their products in promoting through Instagram so that it can develop its strategy more in the market (Davies & Mudrick, 2017). It is essential for the organisation to create the profile and put hashtags in every product they sell as it will allow showcasing the video and the image among all the users. Also, it is vital for Annex Products to follow as many as possible and to like and commenting on the pictures of the other people so that it can help to create more new followers. Creativity should be there in the products as well as in the profile which will gain the attention of the customers(Merloet al.2018). Measuring the success The measurement of the progress will be done by engaging of the most number of customers by comments and likes. In details, it will focus on75% of good comments and 25% of bad comments. Also, audience engagement is very important to Annex Products has target 60% of meeting through the customers at the initial time. The number of followers will also be tracked Page7of11
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on a monthly basis, and according to the products,Annex Products will focus on attracting more than 65% followers within 4 months(Rakic, &Rakic, 2017) Recommendations The company has already chosen Facebook and Instagram for meeting their strategy and increase the revenue of Annex Products. However, they are a few recommendations which can help this organisation to gain more efficiency in the business (Ahmadinejad, &NajafiAsli, 2017). Mobile outreach campaign can help the customers of Annex Products to get a notification at the correct time. Clear communication through social media advertisement can also help Annex Products to promote the products and improve the value of the organisation (Ainin,et al.2015). Facebook Inc must help the organisation to diversify outside with social media on online advertising business. Introducing new products in the market by the organisation through Facebook and Instagram can help to increase the sale of innovative products. It is important to focus on market penetration and development which will increase the membership and revenue of the organization(Ainin,et al.2015). Conclusion It has been concluded from the above studies that the social media and networking is growing and has played a vital role in the success of the business. The organisation has already created the community of customers through social networking sites. The new ideas and products invented by the organisation should need the bright and improved version to reach out to the customersand that can be happened using Instagram and Facebook.It is seen that both of the Page8of11
application do have their own features which will be useful for product advertisement globally. Forming pages with the name of the product and posting its pictures will attract several people at a time at lower expenditures.The digital platform can help the organisation to measure the data accurately. Page9of11
References Ahmadinejad, B. &NajafiAsli, H., 2017. E-business through Social Media: a Quantitative Survey (Case Study: Instagram).International Journal ofManagement, Accounting and Economics,4(1), pp.80-99. Ainin,S.,Parveen,F.,Moghavvemi,S.,Jaafar,N.I.&MohdShuib,N.L.,2015.Factors influencingtheuseofsocialmediabySMEsanditsperformanceoutcomes.Industrial Management & Data Systems, 115(3), pp.570-588. Davies, M. &Mudrick, M., 2017. Brand management in a niche sport: A case study of an LPGA golfer's use of Instagram.Global Sport Business Journal, 5(1), p.1. Doyle,K.,2015.Facebook,WhatsappandtheCommodificationofAffectivelabour. Communication, Politics & Culture, 48(1), p.51. Gwadabe, M.L., 2017. Adoption of Web 2.0 Marketing: An Exploratory Study About the Nigerian SME's. International Journal ofInformation Systems in the Service Sector(IJISSS), 9(4), pp.44-59. Jackson, G. and Ahuja, V., 2016.Dawn of the digital age and the evolution of the marketing mix.Journal of Direct,Data and Digital Marketing Practice, 17(3), pp.170-186. Kumlachew, S.S., 2014. Challenges and opportunities of Facebook as a media platform in Ethiopia. Journal ofmedia and communication studies,6(7), pp.99-110. Merlo, O., Eisingerich, A., Auh, S. &Levstek, J., 2018. The benefits and implementation of performance transparency: The why and how of letting your customers ‘see through’your business.Business Horizons, 61(1), pp.73-84. Musonera, E. & Weber, J.M., 2018. Analysis of Marketing Strategies in the Social Media: Facebook Case Analysis. Journal ofMarketing Development & Competitiveness, 12(1). Page10of11
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Panger, G., 2016.Reassessing the Facebook experiment: critical thinking about the validity of Big Data research.Information, Communication & Society, 19(8), pp.1108-1126. Quinton, S. and Wilson, D., 2016. Tensions and ties in social media networks: Towards a model of understanding business relationship development and business performance enhancement through the use of LinkedIn.Industrial Marketing Management, 54, pp.15-24. Rakic, B. &Rakic, M., 2017, May. Facebook or the “book of faces” as a database for customer profiles, marketing communications and applications.In 21st International Scientific Conference on Economic and Social Development Belgrade, Serbia (pp. 18-19). Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651. Page11of11