Unsuccessful Digital Marketing Strategy of Nokia: Reasons and Solutions

This report discusses the reasons behind the unsuccessful digital marketing strategy of Nokia. It also focuses on different reasons behind lack of effective strategies to identify target customers for the country. Different digital mediums in terms of Facebook, Instagram and the Twitter are also played a pivotal role in regaining the lost marketing exposure in the global market.

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Failure in digital marketing.........................................................................................................2
Lack of target customer in digital marketing...............................................................................3
Facebook in digital marketing.....................................................................................................3
Instagram in digital marketing.....................................................................................................4
Twitter in digital marketing.........................................................................................................5
Conclusion.......................................................................................................................................5

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Introduction
The advent of technological advancement and the increase in digitisation drives the
business organisations to use the digital media as a tool of marketing advertisement. As a matter
of fact, this growing practice has become a trend not only among the leading organisations but
also in the small and medium enterprises (Castillo, Knoepfle and Weyl 2017). In this context, the
digital marketing strategy of Nokia is quite relevant. Nokia Corporation was established in 1865
in Finland. The company was considered to be one of the leading mobile manufacturing
companies but now declines in a rapid pace. Therefore, this report is going to discuss the reasons
behind the unsuccessful digital marketing strategy of the company. Moreover, the report is also
going to put focus on different reasons behind lack of effective strategies to identify target
customers for the country. Different digital mediums in terms of Facebook, Instagram and the
Twitter are also played a pivotal role in regaining the lost marketing exposure in the global
market.
Discussion
Failure in digital marketing
There are ample of reasons that are responsible for the downfall of digital marketing
strategy. The reasons are as follows
 It can be argued that the company was completely failed to adapt the new changes in
Smartphone industries. With the development in technology, the Smartphone industry
also reshapes its technology by introducing touch screen and application based system
(Lucius and Hanson 2016). However, the Nokia Company did not cope with the growing

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demand of the consumers. Constantly focusing on the Symbian series led the company to
face a downfall in the sales.
 The value proposition is very important in this regards. It can be argued that the company
was failed to install a value proposition in its products through digital marketing
(Walters). As a result of that the customers did not have solid purpose to buy items of
Nokia. Due to the growing competitiveness it was important for the Nokia to attract most
of its target customer but dearth of special value addition drove the company towards a
catastrophe.
 In fact, in the context of digital marketing buyers’ persona either online or offline is
considered to be an impetus for creating an effective digital marketing strategy. It
requires a number of surveys and interviews to get a clear picture of the on the demands
of the people (Ryan 2016). Based on the interview, companies build up their items as per
the requirements of the customers. However, in case of the Nokia Company, the
organisation did not put emphasis on any kinds of interview or survey.
 Marketing tools are required to make the digital marketing effective and efficient. In case
of the Nokia, the organisation failed to incorporate any marketing tool that would be
beneficial to make the digital marketing effective for attracting more customers.
 Moreover, there are a number of other reasons that are significant for the inadequacy in
the digital marketing plan of Nokia. In this context, the Nokia Company did not put
emphasis on their social media profiles and blog contents that let the company to get
behind in the long run.

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Lack of target customer in digital marketing
Mainly people between the age of 20 and 40 are identified as the major customers of
Nokia smart phones. In fact, for the gadget loving people the Nokia Company has brought about
a number of new specifications in terms of more RAM and higher camera resolution. As far as
the size matters, the company fixes smart phones from small to big size. In the context of the
budget, the company also sets some criteria that cover buyers from the range of teenagers to
business class. Despite of having such a detailed specification, Nokia did not perform well in the
competitive market. The drawbacks in the target customers are also considered to be a significant
factor in this regards. The problems for digital customer segmentation are
 Inadequate customer segmentation strategies caused a great deal of problem for digital
marketing of Nokia.
 The social media are inactive in case of that the Nokia Company that are also detrimental
for the digital marketing strategy of the company.
 Besides this, lack of conception about the brand value and positioning are also identified
as key features that the Company has been suffering with.
Facebook in digital marketing
It can be argued that Facebook is now one of the most popular social media networks that
can also be used for social media marketing. The global dynamism of facebook makes it
acceptable to teenager and the adults also. As a result of that it can be possible for the Nokia
Company to implement a strategy to advertise their products through digital marketing and in
this regards facebook has great potentiality. In fact, in recent days, Facebook launches a new
feature where the companies can advertise their products very easily. It helps Nokia to use the
digital marketing in a better way. In their facebook marketing the company can inform their

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customers about various discounts, deals, best officers and various other new ideas. As a matter
of fact, the IT department and the public relationship management are responsible to operate the
official Nokia page in Facebook. Moreover, the PR management also designated to deal with the
customer queries and complains. In this regards, it will be beneficial for the Nokia organisation
to maximize their market capitalisation through digital marketing.
Instagram in digital marketing
In the world of social media Instagram is proved to be the new fashion among photo
lovers. In other words, it can be stated that Instagram is a digital platform that is essentially used
for posting photos. Therefore, it is important for the Nokia Company to take care of its visual
advertisements. In this regards, Nokia has around 445k followers in Instagram with whom they
share beautiful stories to grab attention to the followers digitally. Furthermore, there are 418
posts that the official profile of Nokia has been posted through their Instagram account. This

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strategy will be beneficial for Nokia to set up a strong digital marketing campaign.
Twitter in digital marketing
Twitter is also considered as an effective social media that can give a lot of exposure to
different brands and people. It can be argued that Twitter also resembles the same popularity as
Facebook or Instagram nowadays. As a matter of fact, the Twitter posts are seemed to be new
posts and hence are able to be used for informational purposes. Therefore, the global exposure of
Twitter cannot be overlooked and as a matter of fact, it is imperative to use Twitter as a digital
marketing tool. In this context, Nokia has an international Twitter account. Besides this, there are
several other Nokia Twitter accounts that are relied upon country specifications. In fact, the
Twitter hash tags have a significant impact in the social media world. Therefore, Nokia can avail
this process to promote their products globally.
Conclusion
No one can deny the fact that social media is coincided with everyday life of the people.
Most of the people have social media accounts in the form of Facebook, Instagram and Twitter.
Based on that importance of the virtual world it can be concluded that the social media marketing
can be identified as a useful tool for continuing the business for Nokia. In this regards, the Nokia

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Company is facing a huge downfall in the recent times and implementing the new digital
technology will be beneficial for Nokia to regain its brand image.

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Reference
Castillo, J.C., Knoepfle, D. and Weyl, G., 2017, June. Surge pricing solves the wild goose chase.
In Proceedings of the 2017 ACM Conference on Economics and Computation (pp. 241-242).
ACM.
Lucius, H.W. and Hanson, J.H., 2016. Consumerism and Marketing in the Digital Age. American
Journal of Management, 16(3), p.41.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Walters, T., Beyond Marketing: Why Digital Disruption Requires.