Xiaomi Marketing Strategy Analysis

This assignment requires a detailed analysis of Xiaomi's marketing strategy. Students need to examine various aspects like their use of social media platforms (Facebook, Twitter), content marketing initiatives, and how they cultivate a strong community around their brand. The goal is to understand the key factors contributing to Xiaomi's success in a highly competitive smartphone market.

Running head: DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Digital Marketing- Content Marketing Strategy
Name of the Student
Name of the University
Author Note

1DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Executive Summary
This report highlighted the content marketing strategy so that people can be more concerned
towards the social media post that an organization shares. The organization that is taken into
consideration is Xiaomi Mobile Communication Company. The target audience students, young
professionals and gadget lovers. The problem that the audience faces is inability to find reliable
information though all the mediums of social media. Thus, it is suggested to enhance the social
presence with equal priority so that people using all kind of social media applications can be
targeted. The selected members for the plan are CEO, a member from board of directors, CFO,
digital marketing team and lead of website developing team. The post that is planned to
broadcast is the Xiaomi fan sale where the customers can also get the products at Re1. Three
social post is also illustrated that promote the strategy and the expected growth rate if the social
post likes, comments and shares is also given.

2DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Table of Contents
1.0 Content Marketing Strategy.......................................................................................................5
1.1 Identification of the audience, user need and value gap........................................................5
1.2. Problem from audience’s point of view................................................................................9
1.3. Position your solution...........................................................................................................9
1.4. Goals and Key Performance Indicator................................................................................10
1.4.1 Goals for the people......................................................................................................10
1.4.2 Key Performance Indicator (KPI).................................................................................10
1.5 Plan Content.........................................................................................................................11
1.5.1 Topic.............................................................................................................................11
1.5.2 Keywords......................................................................................................................11
2.0 Audience Traction Article and 3 related social posts..............................................................16
3.0 Persuasive email message........................................................................................................19
4.0 Persuasive landing page...........................................................................................................20
5.0 Reference List..........................................................................................................................21

3DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Table of Images
Image1: Top Smartphone sellers in India........................................................................................5
Image 2: Xiaomi annual phone sales from 2012-2015....................................................................6
Image 3: Social media use according to the percentage of world’s population..............................8
Image 4: Social media post by a MI user........................................................................................9
Image 5: Social post shared on Xiaomi’s Website........................................................................12
Image 6: Twitter Post for Xiaomi Redmi 5A................................................................................12
Image 7: Instagram Post................................................................................................................13
Image 8: Instagram Post................................................................................................................13
Image 9: Instagram Post................................................................................................................14
Image 10: Mi phones.....................................................................................................................18
Image 11: Persuasive landing page................................................................................................20

4DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Table of tables
Table 1: Key members and their roles in decision making process................................................7
Table 2: S.M.A.R.T Goals.............................................................................................................10
Table 3: Call to Action..................................................................................................................14
Table 4: Channel Plan....................................................................................................................15
Table 5: Reach, Act, Convert and Engage for social media..........................................................15
Table 6: Growth of social media...................................................................................................15

5DIGITAL MARKETING- CONTENT MARKETING STRATEGY
1.0 Content Marketing Strategy
1.1 Identification of the audience, user need and value gap
Audience- The audience for the Xiaomi phones are the students, young professionals and
gadget lovers, who desire to experience a quality Smartphone with maximum features and at
affordable cost. The Asian market should be targeted as people here desire to buy products that
can worth the price that they are investing. At the end of the year 2016, the total market share of
Samsung is India is 23%, Lenovo-Motorola was 9.60%, Micromax was 7.50% and Xiaomi was
7.40% (The Economic Times 2018).
Image1: Top Smartphone sellers in India
(Source: The Economic Times 2018)
The content for the Xiaomi Smartphone should highlight the statistics that is related with
the sales that the organization has attained. Taken for instance, the annual sales for the year 2012
was 7.19 million Smartphone, 18.7 million Smartphone in 2013, 61.12 million for the year 2014
and the sales up to 70 million at the end of 2015 (The Economic Times 2018).

6DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Image 2: Xiaomi annual phone sales from 2012-2015
(Source: The Economic Times 2018)
User Need/Value Gap
Macht (2014) stated that the effectiveness of content in website should also attract vendor
apart from direct customers. Law et al. (2014) highlighted the reason that many people prefer to
purchase from physical stores. Thus, the content for online websites should highlight the benefits
that their vendors are getting by associating with Xiaomi. The website should present a separate
page for vendors and also provide a list of existing vendors. Link for the online form should also
be present for targeting potential interested shopkeepers. Moreover, actual statistics that
represents the increase in the number of the vendors should also be illustrated in the page.
Tolkoff and Anders (2013) furthermore stated that a transparent contact system should be present
for these vendors as these organization desires to share their business goals and objectives. At
present Xiaomi’s website do not contain any tab for existing vendors and lack the details for the
procedure of vendor association. Thus, vendors, who are interested to develop partnership with
Xiaomi face challenges in contacting them. The details about the comparative statistics of the
vendors are also not present. Moreover, the comparative statistics related to the sales made by
Xiaomi and other leading stores is also absent that raises the problem of representing the
effectiveness of their Smartphone and sales.

7DIGITAL MARKETING- CONTENT MARKETING STRATEGY
The decision making unit comprises of the CEO, a member from board of directors (outside the
organization), CFO for budget allocation, digital marketing team and website developers.
Key members in decision making process Role of the members
CEO Finalize the decision
One member from board of directors Highlight the current situation of market
CFO Finalize the budget for implementing the content marketing
approaches
Manager from digital marketing team Identify the key areas through which more customers can be
attracted and website presence can be enhanced
Lead of website developing team Suggest the design of the website
Table 1: Key members and their roles in decision making process
(Source: Created by Author)
Face-to-face meeting should have to be conducted so that all the business objectives can
be clearly defined. However, digital communication tool like Whatsapp, Facebook Messenger
and formal e-mails can also be used for sharing regular updates. The type of question that should
be asked in the meeting- ‘What are the current situation of the effectiveness of the content?’,
‘How the content of the website can be enhanced?’, ‘How effective the design of the website
can be developed?’, ‘How much details should be revealed to the public?’, ‘How much budget
can required for developing new content?’ and ‘How to measure the effectiveness of the newly
developed content?’.
The social media that are mostly used by Xiaomi are Facebook, Google+ and Twitter but
the medium of YouTube, Pinterest, LikedIn and Instagram should also be used. However, the
application of Weibo, Ozone and Tecent can also be utilized for better communication of the
recent news about any Xiaomi Smartphone.

8DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Image 3: Social media use according to the percentage of world’s population
(Source: Statista Infographics 2018)
The content related to the new launching of the mobile phones, the technology
incorporated in those phones, the advantages and benefits that user can get from using Xiaomi
Phones, the details of upcoming technology and series should be shared. The newspaper articles
related with their organization and sales should also be shared with available link to the
newspaper article should also be delivered through the content. These details should be shared
through all the existing social media and the suggested social media so that all consumers can be
targeted irrespective of the fact what social media medium users are utilizing. The topic for these
contents are-
 Latest news for Xiaomi Users
 New technology in Xiaomi Smartphone
 Upcoming Smartphone technology
 The best Xiaomi phone of 2018
 Features of Xiaomi Phones
1.2. Problem from audience’s point of view
The main identified problem is the inability of the present of all the mediums of social
media and development of mobile application. Users faces problem regarding the false promises

9DIGITAL MARKETING- CONTENT MARKETING STRATEGY
that organization made to the people and motivate them to share their posts with their friends and
other members. These posts were deleted once, their products get promoted and pretent that they
have not share such kind of posts.
Image 4: Social media post by a MI user
(Source: Internet)
The current process to overcome this adversity is to reply back to the use within few
hours so that their perception regarding the organization can be changed. However, the
marketing team should also contact the user through SMS and formal e-mails and answer their
concern.
1.3. Position your solution
The products here considered are mi, redmi note 4, mi box, mi mix2 and mibox. These
products are also highly searched by users. Users prefer this brand as they get many facilities in a
Smartphone at affordable price. Other leading Smartphone companies charge high cost of their
mobile phone with same features. The content should also present the benefits and the comments

10DIGITAL MARKETING- CONTENT MARKETING STRATEGY
of some happy customers. This content can be supported with the sales revenue statistics so that
customer can rely on what they are positing and the reliability of the fact.
1.4. Goals and Key Performance Indicator
1.4.1 Goals for the people
S.M.A.R.T factors Expectation activities for the actions
Specific The content of the websites and social media should attract 100,000 new viewers every
month for the next ten years by developing effective content.
get 5,000 users through email signups
Measurable The other social media like YouTube, Instagram, Pinterest wwill be utilized and
regular post will be broadcasted every day. Per day it is expect to get 1,000 viewers
and 100 shares for each social media platform.
Achievable All the posts (videos) related to technology, upcoming series, feature and
specifications details and discount should be broadcasted through YouTube.
Relevant Attractive heading for the content help visitors to visit the pages and the related post.
The statistical data help them to rely on the effectiveness of the available data.
Time bound Within a year, Xiaomi is able to attain 11% more visitors compared to 2017.
Table 2: S.M.A.R.T Goals
(Source: Created by Author)
1.4.2 Key Performance Indicator (KPI)
Unique visits (UV)- Xiaomi should use UV approach to compare different forms of trends and
content over the time and measure the number of individual read the content. However, the type
of UV should also be measured like how many individual visits for the blog or for website. This
will allow the company to identify what sources are mostly preferred by users.
Geography- Though the website and blogs are universally available but evaluating where the
content is being read more the organization to allocate more budget. The developers can also be
asked for developing the content in their national language so that they can understand the
content and see the effort to value the customers.
Popular and problematic onsite content- In this aspect, Xiaomi should identify the top folders,
top landing pages and top exit pages for identifying the most followed posts and the post that

11DIGITAL MARKETING- CONTENT MARKETING STRATEGY
raises controversy. This will help the organization to omit the negative reputation related to the
organization.
Content performance measures- In this case, the total number of shares from the visitors,
follower volume, referring domain and inbound links will help Xiaomi to assess the effectiveness
of the PostRank score, shareability, bounce rate and pages per visit.
Mobile readership- It is important to measure the tool that is used by a content visitor to read the
content. This will help the company to optimize the content.
1.5 Plan Content
1.5.1 Topic
 Photograph captured by Redmi mobile phone
 Mi device that can be best used for watching your favourite TV series
 New devices apart from Smartphone that Xiaomi has introduced
 Updates for software for Xiaomi phones
1.5.2 Keywords
1.5.2.1 Keywords already sending traffic to sites-
 mi
 redmi note 4
 mi box
 mi mix2
 mibox.

12DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Image 5: Social post shared on Xiaomi’s Website
(Source: Mi.com 2018)
Image 6: Twitter Post for Xiaomi Redmi 5A
(Source: Twitter.com 2018)
1.5.2.2 Keywords and hashtags in content with social shares
 #selfie #concept #story #life #creative #thought #navinvatsa #monochrome #bnw
#top_bnw #yourshot_india #ypurshotphotographer #mypixeldiary

13DIGITAL MARKETING- CONTENT MARKETING STRATEGY
#photographers_of_india #indiaphotoproject #ig_asia #portrait #selfportrait
#mobile #click #redminote4 #redmi #india
Image 7: Instagram Post
(Source: Instagram 2018)
 #redmi #xiaomi #silhouette #streetphotography #street_persons #blackandwhite
#bnw_captures #postthepeople #aloneinthestreet
Image 8: Instagram Post
(Source: Instagram 2018)
 #xiaomi #xiaomiredmi4a#xiaomiredmi4x#xiaomi#redmi

14DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Image 9: Instagram Post
(Source: Instagram 2018)
1.5.2.3 Keywords used in media releases or other marketing collateral
 #Redmi5A
 #MiPowerBank
 #MIA1
 #MiMix2
 #Xiaomi
 Call to Action
Primary CTA Secondary CTA
Article Sign-ups for subscription Facility to download the article in pdf form
Email Read the mail and click for
subscription
Reply on the mail for additional information
Website Page Sign-up got member
subscription
Request for knowing all the details of upcoming
models and discount on price
Table 3: Call to Action
(Source: Created by Author)
 Channel Plan

15DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Social Network Current number of
followers
Avg # new
followers per week
Avg # likes, comments, shares
per week
YouTube 119,871 subscribers 20,000 50,000 likes, 15,000
comments and 8,000 shares
Pinterest 329 followers 30 100 likes, 40 comments and
15 shares
Instagram 30,200 followers 1,000 10,000 likes, 600 comments
and 350 shares
Table 4: Channel Plan
(Source: Created by Author)
Social
Network
Reach (target
#impressions,
views of this post)
Act
(target #likes,
comments, shares)
Convert (target #
click through to the
www)
Engage (target #
who do the CTA)
YouTube 1.1million 50,000 likes, 15,000
comments and 8,000
shares
100,000 15,000
Pinterest 1000 100 likes, 40
comments and 15
shares
300 1000
Instagram 50,000 10,000 likes, 600
comments and 350
shares
34,000 8,500
Table 5: Reach, Act, Convert and Engage for social media
(Source: Created by Author)
Social
Network
Current
number of
followers
Avg % Growth
per week
Target %
Growth per
week
Avg %
Engagement per
post
Target %
Engagement
for this post
YouTube 119,871
subscribers
12% 15% 79% 85%
Pinterest 329 followers 3% 5% 87% 90%
Instagra
m
30,200
followers
7% 10% 88% 90%
Table 6: Growth of social media

16DIGITAL MARKETING- CONTENT MARKETING STRATEGY
(Source: Created by Author)
2.0 Audience Traction Article and 3 related social posts
Audience Traction Article
Article title- No.1 Xiaomi Fan Sale, Huge discounts for Mi fans an some may win those price
just at Re.1
SEO keywords- Xiaomi, No.1 Xiaomi Fan Sale, Xiaomi Mi A1 Special Edition Red, Xiaomi Mi
MIX 2 and Xiaomi Redmi 4
Content
Xiaomi has planned to hold No.1 Mi Fan Sale on starting of the year 2018 on February. The
other devices that can be purchased on discounts are Xiaomi Mi MIX 2, Mi Max 2, Xiaomi
Redmi 4, Xiaomi Mi A1, Redmi Y1 Lite and Redmi Note 4. The sale will be from 5th
February, 2018 to 12th February, 2018. There will also be lightening deals on the purchase of
Redmi Notes, VR headsets, Mi fitness bands and Mi Routers from the website only. Users
have to keep their eye on the websites for grab the first opportunity at Re.1 to make the purchase.
The facility that users can get will be-
 Heavy discount on Xiaomi Mi Max 2
 Re. 1 sale from 1pm during the week
 The products selected for discounts are Redmi Notes, VR headsets, Mi fitness bands and
Mi Routers
 The discount can be available through website purchase only
Xiaomi Mi Max 2 is incorporated with octa-core Qualcomm Snapdragon 835 processor along
with 6GB RAM. Redmi Note 4 on the other hand built with 2GHz octa-core Qualcomm
Snapdragon 625 processor. Xiaomi Mi Max 2 and Redmi Note 4 both has 128GB internal
storage and this can be expanded by the user on their desire. The camera for Xiaomi Mi Max 2
has 5-megapixel front shooter and a 12-megapixel primary camera. Redmi Note 4 however have
13-megapixel primary camera with same 5-megapixel front shooter. People now-a-days become
more conscious about photography and want a great in-built camera in their Smartphone.

17DIGITAL MARKETING- CONTENT MARKETING STRATEGY
The sale details for discount are Xiaomi Mi MIX 2 will be available at the price of Rs. 30,999
from Rs. 35,999. The price of the Mi Max 2 will be as low to Rs. 10,999 from Rs. 14,999. There
will be discount of Rs 1,500- Rs 2,000 on Xiaomi Redmi 4 models. There will be attractive
sales on the accessories like Mi In-Ear Headphones Basic Matte, phone cases and fitness
bands. Earphones will be available on Rs 3999 and the Mi capsule earphone will be available
from Rs899. The price of the Mi Bluetooth Speaker Basic 2 will be Rs. 1,699, down from Rs.
2,699. The Re. 1 sale is eligible for the products like Xiaomi Redmi 5A, Mi Router 3C White,
Mi VR 2 Play Dark Grey, Mi Wi-Fi Repeater 2 White, Redmi Y1 Lite and Mi Band - HRX
Edition Black.
Additional offers that users can grab:-
 Up to Rs. 5,000 SuperCash cashback on payment through MobiKwik wallet
 Re. 1 sale on 3 premium products for first five purchasers
 3-month free subscription of Mi community
 12-month movie and music subscription
For the latest new related to the Xiaomi phone, click on our Gadgets 360 articles for gadget
seekers, follow is on Facebook and Twitter or subscribe to our YouTube Channel. You can also
check to our news section on our Official Xiaomi website.
Social post 1
The wait is only about less than a month for gadget lovers. Xiaomi now bring super
lightning deal for those, who desire to use electronic gadgets for extra-ordinary experience. They
can now experience the top-class quality within their budget. So, grab the offer and keep an eye
especially for Re.1 sale from 4th February, 2018 to 12th February, 2018.
Social post 2-
Xiaomi users- the countdown has started and the booking for your preferable gadget is
open now. You can now register your purchase and het additional 10% off on your every
purchase. You just have to fill a subscription form for No.1 Xiaomi Fan Sale and pick you
desired products. You can also pay for your purchase beforehand and get guaranteed Rs 1000
cash back on your credit or debit card.

18DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Social post 3-
I have grabbed the __________________________ on the super sale day and my experience is
__________________________________________________________.
Image 10: Mi phones
(Source: Mi.com 2018)
This process is known as “Fill in the Blank” trick and is highlight effective on the social
networking site of Facebook and Instagram. The prime reason is that people ususlaly follow and
understand the pictorial posts quickly than other posts and thus this promotional one liner
content. Duggan and Brenner (2013) stated that this type of post is written in one sentence but
the effectiveness of the post is much higher than other descriptive posts. People write their
experience both positive and negative and then write comments by mentioning the name of their
friends. They on the other hand write additional comments and this way the number of likes
increases along with the probability of sharing the posts.
3.0 Persuasive email message
Dear Xiaomi Customer,

19DIGITAL MARKETING- CONTENT MARKETING STRATEGY
Congratulations for choosing Xiaomi as your family and for making purchase from us.
Your Xiaomi is now giving their members a more attractive and lifetime deal. You can now
purchase your desired products at 50% off during the season’s sale and get a free premium
membership for an entire year. You just have to log-on to our website and fillip a subscription
form and pay a simple amount of Rs 500. This offer is valid for first 500 subscribers.
Information for all attractive deals will be sent to you 30 minutes prior. Take the
advantage for all the best deal. You can also refer your friends and family members to extend our
family. On every 5 new customer referrals you will get Rs1000 cash back in you Mi Wallet.
Regards,
4.0 Persuasive landing page
Image 11: Persuasive landing page

20DIGITAL MARKETING- CONTENT MARKETING STRATEGY
(Source: Created by Author)

21DIGITAL MARKETING- CONTENT MARKETING STRATEGY
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