MBA631 Digital Marketing: Facebook and Instagram for Annex Products

This report assesses the potential of Facebook and Instagram as digital marketing channels for Annex Products, an Australian company specializing in iPhone accessories. It details the history, pros, and cons of each platform, outlining how they can fulfill the company's objectives, including fostering customer dialogue, promoting brand awareness, and driving sales. The report suggests implementation strategies for both platforms, such as creating engaging content, utilizing hashtags, and engaging with followers. Success metrics, like audience growth, engagement rates, and revenue increases, are also identified. Recommendations for enhancing Annex Products' digital marketing efforts include mobile outreach campaigns, clear communication through social media advertisements, and focusing on market penetration and development.

Digital marketing and communication channels
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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
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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
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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 problems like linking of business profile with the personal
profile, automatically updating incorrect username for creating pages 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
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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 services through 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 targeting more than 1 million customers within six months, and as
the innovation of the products will continue, it will target more to attract near about 7 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
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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
the organisation and different customers have their distinct choices in Australia. So the
advertisement produced by the organisation should be lovely to attract them (Doyle, 2015).
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The Instagram can help the customers to interact and can buy the products directly which will
help Annex Products to sell more products (Merlo et 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 (Merlo et 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 on 75% 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
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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
customers and that can be happened using Instagram and Facebook. It is seen that both of the
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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.
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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
influencing the use of social media by SMEs and its performance outcomes.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, Whatsapp and the Commodification of Affective labour.
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 of Information Systems in the Service Sector (IJISSS),
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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 of media 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 of Marketing Development & Competitiveness, 12(1).
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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.
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