Digital Marketing Strategy and Campaign Plan: Go Go Van Analysis

This report provides a comprehensive analysis of the digital marketing strategy for Go Go Van, a startup company in Hong Kong. It recommends various strategies to enhance the company's market penetration and competitive advantage. The report emphasizes the importance of Search Engine Optimization (SEO), Search Engine Marketing (SEM), banner advertisements, and social media marketing to increase brand awareness and reach a wider audience. It also highlights the effectiveness of influencer marketing, the significance of Zero Moment of Truth (ZMOT), and the use of coupon codes and loyalty programs to attract and retain customers. Furthermore, the report discusses the benefits of database marketing, application popup messages, and co-branding strategies. It suggests that Go Go Van should focus on providing a unique message, such as promoting itself as 'Hong Kong People’s Go Go Van,' to resonate with the local consumers and organize events to convey this message effectively.

Running head: DIGITAL MARKETING STRATEGY AND CAMPAIGN PLAN
Digital Marketing Strategy and Campaign Plan
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2DIGITAL MARKETING STRATEGY AND CAMPAIGN PLAN
Recommendations
Go Go Van is one of the first startup companies in Hon Kong to reach a $1 billion
valuation (Russell 2017). However, in order in penetrate further into the market effective digital
marketing and communication strategy is crucial. The following recommendation will highlight
the policies and strategy that should be used by Go Go Van to gain competitive advantage and
sustainability in the market:
 The organization should implement Search engine optimization for improving the
visibility of their website. SEO has become one of the most effective strategies of
marketing as it will increase traffic and the organization will be able to track the activities
on their websites (Ryan 2016). Similarly, the organization may use Search Engine
Marketing to marketing their website and products in a highly competitive market.
However, Search Engine Marketing is a paid service availed by many companies and
businesses that pay Google to show their Advertisements in the search results. The
organization may also use banner advertisements to increase the brand awareness within
the market. These banner advertisements are cost effective and convey the overall
message to the consumers. Social Media marketing is also very effective in developing a
transparent platform where the consumers can directly interact with the organization.
Facebook, Twitter and Instagram consist of millions of consumers, which provide the
organization to reach consumers from all over the world using minimum investments
(Camilleri 2018). However, as there are huge chunks of population who use
advertisement blockers, banner advertisements may not be effective for the organization
and content marketing has the better chance of reaching the consumers. These digital

3DIGITAL MARKETING STRATEGY AND CAMPAIGN PLAN
marketing strategies are less expensive and provide more effective result than the
traditional form of marketing.
 Influencer marketing is another form of marketing where there is emphasis on particular
personality that tends to have a lot of influence on the overall population. The current
market trend shows that influencer marketing is mainly used on Instagram. However, it
has been used on Facebook and Twitter so that attention of large number of target
consumers can be gained. The main purpose of the influencer-marketing program is to
create word among the customers (Al Ateeq et al. 2015). Go Go Van can approach
famous personalities that are followed by large number of followers. The target
consumers will be influenced if they see that the personalities that they follow on
different social media websites are availing services of Go Go Van. This is the best
possible organic way of using word of mouth where people will tend to talk about the
services offered by the organization. However, there are two types of influencers, one is
the earned influencers and other is the paid influencers. The earned influencers are
personalities that have genuinely liked the product and service offered by the
organization (Järvinen and Karjaluoto 2015). Therefore, they will promote the product
and service offered by the organization on their own. However, popular social media
users and bloggers can be paid compensations to promote the services of the
organization. However, celebrity endorsement may not be feasible for Go Go Van but
there are other influencers such as the social media followers, the existing customers,
famous industry and business analysts and journalist. These influencers are good enough
to have a positive impact on the target consumers in the business-to-business segment.

4DIGITAL MARKETING STRATEGY AND CAMPAIGN PLAN
 Globalization has increased the availability of information on the online media so Zero
moment of truth is a phenomenon that is becoming more and more common in the
modern business environment. ZMOT is the moment where the customer is exposed to
the organizations brand and they start searching for organizations products and services
with the intention of purchasing (Farfán, Cuevas and Rivera 2017). However, the
organization is still unaware of this fact that this customer exists. The consumers use any
of the ZMOT sources to find and compare products that will fulfill the need that has been
generated. This is the most crucial phase for acquiring a consumers and Go Go Van will
have to develop extraordinary online presence and provide reasonable prices if they want
to improve their product quality. In most of the occasions, the users visit company
websites but in most of the cases they leave without purchasing the services and products.
This happens as they consumers have been searching for a better deal (Mandal and Joshi
2017). Therefore, the organization will have to provide better prices than the other
companies in the market do. This will help in developing a strong loyalty towards the
brand. As the market is highly competitive, it is necessary for the company to offer better
services and deals than their rivals in the market are. Remarketing is another strategy,
which should be used for acquiring customers at ZMOT, which will market the services
offered by Go Go Van to the consumers that have showed their interest in purchasing the
services. This will help in increase in brand retention and loyalty among the existing
customers.
 The company is still relatively new when compared to global giants in the market but use
of coupon codes is one of the basic strategies used by the startup companies to increase
their sales volume. The organization has not much used the coupon strategy for attracting

5DIGITAL MARKETING STRATEGY AND CAMPAIGN PLAN
customer on the online platform. Initially, the offers should be simple so the organization
can effectively accommodate coupon code into the marketing strategy. The organization
should provide special deals to regular consumers and discount offers to the target
consumers (Baltes 2015). However, in order to the organization to understand the
behavior of the target customers so that they can develop offers according to the customer
needs. The use of latest technology is important in this respect so the organization
websites have to be up to date so that all the latest features are incorporated into the
company website. This will enable them to use push notification, which is one of the
effective ways of grabbing the attention of the consumers as most of them use
smartphones and tablets (Thomas and Housden 2017). The uses of application have
increased significantly so this is a viable strategy for the organization. The organization
should also social media platforms to promote their coupon codes as this increase
revenue generation for a short period.
 Loyalty programs are schemes, which are used by most of the companies to retain the
existing customers in the market. The organization should use loyalty programs such as
providing the existing customers with loyalty cards so that they can collect points on each
of their purchase. These points should be redeemable so that consumers get prizes and
discounts on their purchase (Lee and Chan 2018). The cost of retaining the existing
customer is less than acquiring new customers so that a section of their marketing
strategy should focus towards the existing customers. This strategy should be applied on
application downloads as well; the consumer will not download the applications until
there is some reward attached to it. Database marketing is form of direct marketing where
the existing consumers are called to promote a particular service (Agrawal 2016). Go Go

6DIGITAL MARKETING STRATEGY AND CAMPAIGN PLAN
Van should collect data of their existing customers and call them to provide information
about the current promotional schemes. However, as databases are prone to cyber attacks,
the organization should develop effective security systems for protecting the consumer
data. However, this form of marketing is cost effective and increases the awareness of the
target market.
 Application popup messages are an effective way of collecting email addresses of unique
consumers. Go Go Van will have to use popup so that they can make the consumers
aware of the latest offers. Even though the numbers of visitors on a website are high,
they are not contributing to the revenue generation of the organization, as majority of
them do not purchase any of the product. These popup helps in retaining the visitors by
collecting their emails (Warnaby and Shi 2018). Therefore, the organization will be able
to provide them with information about the latest schemes and discounts. Go Go Van will
get the opportunity of bringing back the consumers that have visited the website but have
not placed any orders. Moreover, the conversation rates of emails are much higher than
any other social media platform and ROI is extremely high. As most of the consumers do
no prefer to see popups on websites the types of popup should be identified. Therefore,
Go Go Van should use content based and scroll based popups to provide the interested
customers with information they require.
 The e commerce sites have become extremely popular and the consumers have high
expectations from these companies. Logistics companies play an important role in adding
to the value of their service so Go Go Van should collaborate with popular ecommerce
sites as these ecommerce sites have to deal with large number of orders every day
therefore they tend to take external logistic help all the time in order to reduce their

7DIGITAL MARKETING STRATEGY AND CAMPAIGN PLAN
burden. In context to business-to-business marketing this is one of the most effective
way of revenue generation for the organization. Application Programming Interfaces is
considered to be the future of digital marketing and with the advancement in technology,
API can be easily used to provide consumers a better experience and act as a third party
medium between the organization and consumer (Vergara and Dodeja 2017). The API is
used to transmit data in real time, which have various applications. The company should
use API to develop mobile applications that will be able to track vehicles, drivers, clients
and shipments. This would also at as an interface where the consumer can ask for help
when they need it. This includes juggling of logistics operations and warehouses. These
interfaces should be used to promote the services provided by the organization and made
available freely to all users.
 Go Go Van has used co branding to collaborate with other companies so that they can
gain marketing benefits. As the organization has been very successful, it is easier for
them to gather investors. It is wise of the logistics companies to form partnership with
ecommerce companies and other companies, which require extensive warehouse
management (Wilkins, Butt and Heffernan 2017). This will enable them to increase their
reach, increase marketing budget and improve their credibility in the market. Therefore,
co branding with other companies will be quite useful for Go Go Van has formed a
partnership with the freight company 58 Suyun (SGSME.SG 2018). The merger with the
China based 58 Suyun has proven to be extremely effective for the organization.
Therefore, the organization should seek out for other similar opportunities of expansion
with complementary companies having similar goals and business operations. However,
it is not necessary to form partnership with companies having similar type of business.

8DIGITAL MARKETING STRATEGY AND CAMPAIGN PLAN
Go Go Van should identify companies that will provide benefit as mergers are generally
used to provide mutual benefits to both the parties (Hajli et al. 2017). These could also
mean merging with companies in a foreign market. As the organization has established a
strong foothold in the local market, they should make as many international expansions
as possible for them and the best way of expanding the business is merging with
established companies in the foreign market.
 The organization will have to provide a unique message to the target consumers. The
organization will have to promote the Go Go van as “Hong Kong People’s Go Go Van”.
This slogan will signify that the company in interested n serving all the local people of
Honk Kong irrespective of the order size. Moreover, it will signify that the organization
is present all over Hong Kong, which means that consumers form different part of Honk
Kong will be able to avail the service. Go Go Van should organize events, which should
focus on conveying this message to the consumers. The perception of the consumers
regarding the organization is important for influencing the buying behavior. Therefore,
the organization will have to make efforts in developing the perception that organization
is ready to serve all the people in Hong Kong that needs assistance.

9DIGITAL MARKETING STRATEGY AND CAMPAIGN PLAN
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