Digital Marketing

This study material on Desklib covers Optus' digital-first approach and data-driven marketing strategies. It discusses the company's partnerships with content and media agencies, YouTube campaigns, and hyper-local targeting. The material also highlights Optus' focus on delivering simple yet brilliant products and services and investing in digital services.

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Digital Marketing
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1Digital Marketing
1.
The tier 1 strategy is all about providing a mind-blowing content on a daily basis.
Optus is focused on the digital-first, mobile and social approach as opposed to the more
traditional medium such as television (Wright & Snook, 2016). It has gone on a partnership
with Emotive, a content agency and Starcom, a media agency in order to get connected with
the comedian Ricky Gervais on collaboration (Parente & Strausbaugh-Hutchinson, 2014). In
this way it is improving its communication channels. It has gained an insight into the digital
content creation and how the creators are influencing the digital platforms in order to build
their brands via the YouTube Brand Partner Program. It has also implemented the brand lift
surveys for tracking campaign performance and for optimizing in the real time. Optus is very
passionate about what it is doing that it does not even have to consider being upfront about its
intentions. The company not only focus on the particular product or services but is more
focused on the overall approach or strategy to the business. Optus is one among a well known
Tier 1 markets.
2.
Optus is rapidly collaborating data on the customer behaviour, usage, interaction and
location with the traditional as well as digital information in order to give its product a
roadmap and its marketing programs a good shake-up. The very latest example of how the
data has informed the product innovation is the new post paid plans of Optus containing the
international minutes. In the year 2015, Optus has also developed an attracting promotion
strategy- free access to Netflix for six months, linking with the Australian launch of the
Netflix (Turban et al., 2015). It has also implemented a digital-first YouTube campaign in
order to raise the awareness and the get the word out. This campaign was the most successful
video campaign till date and it also has secured number one position on the Australian

2Digital Marketing
YouTube Ads Leaderboard: Autumn 2015. The success has inspired the company to change
the way it approaches video marketing and content. Optus also maintains retail distribution
strategy (Ayvazian, 2013). As depicted from the Singtel Annual Report for 2014, Optus has
concentrated more on delivering simple yet brilliant products and services and for building a
great network. With the same, the NBN advertising from the Optus has undergone hyper
local targeting with several different advertisements that are being distributed according to
the locations for which the roll out of NBN continues to be developed. The progressive
telecommunications carriers of Optus present worldwide are meeting the customer needs by
deploying the new generation IP networks. With the same, the company has focused on
shield, capture and expand to extend beyond being a mere telecommunications company. The
company has invested in the areas where it will be able to focus on taking the present
business opportunities from the market of telecommunication and will enhance it with the
digital services. In context to its shield imperative, the company is also focused on the basics,
along with the plans for investing close to about two billion Australian dollars in an
integrated next generation platforms across mobile networks.

3Digital Marketing
References:
Ayvazian, B. (2013). LTE Deployment Strategies: Network Overlay vs. Single RAN. White
Paper: UBM Tech, 135.
Parente, D. and Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide
to marketing communication plans. Cengage Learning.
Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2015). Implementing EC
Systems: From Justification to Successful Performance. In Electronic Commerce (pp.
645-687). Springer, Cham.
Wright, T., & Snook, C. J. (2016). Digital Sense: The Common Sense Approach to
Effectively Blending Social Business Strategy, Marketing Technology, and Customer
Experience. John Wiley & Sons.