Digital Marketing Report: DIDI Cars' Social Media Strategy

This report provides a detailed analysis of DIDI Cars' digital marketing strategy, focusing primarily on its use of Facebook and Instagram. The report begins with an organizational profile of DIDI, highlighting its services and target market. It then examines the company's social media presence, including the platforms used and the nature of its content, emphasizing the use of emotional marketing strategies. An evaluation of the success of DIDI Cars' social media strategy is presented, followed by a SWOT analysis that identifies the strengths, weaknesses, opportunities, and threats associated with its digital marketing efforts. Finally, the report offers recommendations for improving DIDI Cars' social media strategy, including expanding its presence on other social media platforms and managing negative public comments. The analysis underscores the importance of digital marketing in shaping consumer behavior and engagement, and the need for companies to adapt their strategies to effectively reach and interact with their target audiences. The report concludes by summarizing the key findings and suggesting areas for further research and development in DIDI Cars' digital marketing approach.

Running head: DIGITAL MARKETING
DIGITAL MARKETING
Name of Student
Name of the University
Author Note

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Table of Contents
Introduction..........................................................................................................................2
Discussion............................................................................................................................2
Organizational brief or profile.........................................................................................2
Social media network used by DIDI cars........................................................................3
The two key social media channels used by DIDI cars...................................................5
Evaluation of the success of the social media strategy being used by DIDI cars............5
Social media marketing SWOT.......................................................................................6
Recommendations for DIDI cars for improving their social media strategy...................7
Make use of other social media platforms.......................................................................7
Managing negative comments of the public....................................................................8
Conclusion...........................................................................................................................8
References............................................................................................................................9

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Introduction
Digital marketing includes marketing with the help of internet and digital technologies
such as mobile phones, desktop computers, and also includes making use of various other digital
media platforms for the purpose of promotion of goods and services (Bhor et al., 2018).
Therefore digital marketing makes use of social media, mobile phones, search engines, internet
and various other channels for reaching the customers (Angell & Kraemer, 2017). Customers
engagement includes the efforts made by a brand or a company for the purpose of building better
relationship with the help of personalised interactions and by making use of multiple channels A
company that is able to carry out customer engagement successfully will be able to differentiate
itself from its competitors (Chaffey & Ellis-Chadwick, 2019). Therefore company’s make use of
digital marketing for engaging their customers. With the help of customer engagement on social
media marketing, companies can understand the way the customers react to a company’s
marketing campaign (Dwivedi et al., 2020). The company selected for the purpose of this study
is Didi cans. The main aim of the paper is to understand the role played by digital media
marketing in impacting or affecting the consumer behaviour and consumer engagement. The
paper will therefore discuss about selected company, the way it responds to marketing
opportunities or challenges and present a case study and finally make recommendations for
improving the marketing strategy of the selected company.
Discussion
Organizational brief or profile
DIDI Technology Company also known as DIDI is a transportation company that has its
headquarters in Beijing. The company is engaged in proving transportation services through its

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mobile application. It also provides for ride sharing, taxi hailing, bike sharing, deliver services
based on demand and various other automobile services such as maintenance, co-development
and various others. The company is privately held company and serves across Mainland China,
Australia, Mexico, Japan, Colombia, Brazil, Taiwan, Hong Kong, Chile, Panama and Costa Rica.
The company has the objective of increasing the earning potential of its customers because
customers have to pay lesser than 27.5% for every ride and therefore customers can save more
with the help of Didi’s services. Moreover with the help of the mobile application of the
company, safety and comfort of the customers is ensured. Moreover the Didi cars provide for 24
* 7 supports with its customer support team. Moreover the company believes in providing value
to the lives of the people associated with it whether they are behind the wheel or even in the
backseat. Didi helps in connecting 550 million users globally to affordable and safe rides. The
company provides for affordable rides to its customers in just one tap and therefore helps its
customers in saving while travelling around the cost and spending more on things that actually
matter to them (Tuten & Solomon, 2017). The most popular car for ride at Didi is Didi Express
that has a minimum of four seats and it helps it users to enter a destination and be connected to
its nearest ride as soon as possible. It also provides job opportunity to people in two simple steps
that is downloading the application for drivers and then register and learn (Felix, Rauschnabel &
Hinsch, 2017). Therefore the target market for Didi cars is large including a number of buyer
persons. The buyer persons are raged between 18 years old to 60 years old people who are
looking for affordable and comfortable rides. Moreover the company is recently targeting Latin
America because it is one of the world largest hailing markets.

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Social media network used by DIDI cars
Social media marketing includes making use of social media platforms for connecting
with the company ‘audience of the company that can help in building the company’s brand,
increase wen traffic and also increase their sales (Keegan & Rowley, 2017). Moreover with
about 3 billion people from around the world using social media marketing it has become
important to make use of social media platforms. Didi cars also makes use of social media
platforms that is Facebook and Instagram. Moreover the company also has its own mobile
applications and also its own official web page. Much information about the company’s services
are available from the web page of the company and with the help of the mobile application,
customers will be able to enjoy 24/7 services, safe and affordable rides (Kariuki, 2019). The
company makes use of a separate Facebook page for increasing the awareness of the customers
and reaching customers globally across different countries. Moreover with the help of the FB
page the company tries to manage good relationship with its customers by replying to their issues
and comments immediately. Moreover the company also makes use of instagram to keep its
customers updated about the company. However the company is not there on twitter, Youtube,
LinkedIn and others social media platforms. Therefore the company under study does not make
use of a wide range of social media platforms (Kasilingam & Thanuja, 2020). The company may
not be using other social media platforms because it is already managing two major social media
platforms and therefore the company may have to spend additional for managing a number of
platform for appointment of a team which will look after the social media platform. Moreover
Company may not be using YouTube because it drives the traffic away sometimes due to the ads
that pop up before the actual video starts. Youtube may not necessarily help in targeting the
audience the company wishes to. The company’s marketing efforts may have failed on Facebook

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because there are a number of pages with the same name and therefore customers who are
looking for the official page may find it difficult to look for the original page (Kiraidt & Novik,
2018). The main aim or objective of the social media platforms is to improve customers
awareness about the brand and also to improve its brand reputation by making undertaking
emotional marketing strategies and also by informing the customers the actions undertaken by
the company for supporting social causes (Heinze et al., 2016).
The two key social media channels used by DIDI cars
The two main social media applications that DIDI cars focus on for improving the
awareness of the customers and reaching new customers is Facebook and instagram. The
company makes use of its Instagram in a more unique way. This is so because it uploads regular
videos and posts on the same with the objective of emotional marketing strategies. According to
researches emotional marketing techniques are more successful in persuading customers than the
one that do not connect to customers emotionally. Therefore through this strategy, the company
is trying to persuade its customers for Didi rides and many competitors or companies if Didi fail
to make application of the same into their digital marketing strategies. Moreover the company
supports a number of social causes and spreads awareness about the same through its instagram
page., for instance, the company adopted @Movember campaign for supporting its drivers
health. The company uses its Instagram for informing the customer about the latest offers,
discounts and also makes a lot of effort to make its page attractive such that the customers do not
get bored by scrolling through the posts.
Evaluation of the success of the social media strategy being used by DIDI cars
The company is doing fairly good in improving the awareness about its brand and
managing its brand reputation through its social media platform of Facebook and instagram. The

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company has 3742 followers on instagram and 214 posts or updates about the company.
Moreover the posts of the company include a number of videos, exciting offers provided by the
company and also certain information that the customers may not be knowing from beforehand.
On the other hand the company has around 1369 (Approx.) people who have liked their
Facebook page and the company makes regular updates on its official pages. Moreover if a
sentiment analysis of the company’s instagram page is done then it can be easily said that the
company manages its customers suggestion properly and it also ensures that the company
immediately acknowledges the customers issues or any suggestion (Stephen, 2016). On the other
hand, the company uses its Facebook page for the purpose of uploading a number of videos and
images. Therefore this methods can help the customers of the company to communicate with the
company and see the products and services offered by them without actually visiting the
company premises (Světlík, 2017). The company uploads regular posts on instagram such as to
keep the customers updated about the latest offers or any important information shred by the
company. Moreover the company uses its official website for the purpose of describing about its
values, its unique selling proposition and its objectives.
Social media marketing SWOT
Strengths
Didi carts has got good online presence
Social media helps the company in improving
its brand image
It makes use of emotional marketing strategies
through its social media platforms
The social media platforms helps the company
in reaching wider audience at a lower cost
Weaknesses
Does not make use of a number of social media
platforms and focuses only on a few platforms.
The company needs to spend more on its
marketing and promotion activities through
social media marketing.

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Opportunities
Due to its strong financial position, the
company can invest more its social media
marketing.
The company can expand its social media
presence on a number of platforms
Overcoming competitors by improving its
online presence
Threats
Negative public comments on posts made by
the company on its social media platform.
Additional costs may be borne by the company
for managing its image properly on the social
media.
Therefore from the above matrix, the SWOT analysis associated with the firms use of
social media has been understood. From the above matrix it is clear that the company has a fairly
good online presence because it is present on two major social media platforms (Rajaselvi &
Thomas, 2020). Moreover the company can improve its brand image through social media
platforms by informing its customers about the activities being undertaken by the company for
overcoming a number of social issues. The company makes use of emotional marketing
strategies through the messages shared by its posts (Murray, 2017). However the company needs
to improve its online presence to overcome its weaknesses and to be able to reach a wider
audience that does not necessarily use Facebook and instagram. Moreover the company also
needs to spend more on its promotional activities. Some of the opportunities for the company
includes- overcoming competitors through more investment in social media platforms. One of
the major threat that can be faced by the company is that the customers may post negative public
comments that may drive away other customers (Nuseir, 2016).

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Recommendations for DIDI cars for improving their social media strategy
Make use of other social media platforms
The company Didi cars needs to improve its media presence by making use of social
media platforms other than the ones presently being used by it. This strategy will help in
reaching all those customers who are not present on Facebook and Instagram. It can make use of
YouTube, LinkedIn and also twitter for directly communicating about their products and services
to their customers.
Managing negative comments of the public
The company needs to take help of experts for managing the negative comments made by
customers in their posts either in Facebook or Instagram. For this purpose the company cab
employ a social media management team who can help in managing the brand reputation of the
company from being hurt on social media platforms. It is necessary for the company to manage
the public comments otherwise it may drive away other customers as well.
Conclusion
Therefore from the above discussion, it has been understood that digital marketing plays
a very important role in engaging customers and improving the loyalty of the customers towards
the company. Digital media marketing can help a company in reaching its customers at a much
lesser cost and time than the traditional marketing methods. Therefore from the paper, the way
the DIDI cars are responding to marketing opportunities have been understood on the a real time
basis. The way the chosen company is presently making use of social media platforms have been
understood. The paper also discusses about the two key social media platform that is used by the
selected company and its success through analysis of the total followers and identifying the

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customer engagement on the social media platform used by the company. Further from the paper
a SWOT analysis of the firms social media has also been understood. Two recommendation have
been understood from the paper that can help the company for improving their social media
marketing strategy.

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References
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