Kaplan University MKT302: Digital Marketing Strategy Analysis Report

This report analyzes the digital marketing strategy of Nura Phone, a new electronic company, focusing on its current offerings, target audience (young adults and office goers), and positioning. It examines the company's digital marketing efforts, including social media and website presence, and identifies weaknesses such as poor SEO and lack of social media interaction. The report compares Nura Phone's strategy to successful competitor brands like JBL, highlighting the importance of strong SEO content and customer engagement. Recommendations include developing robust SEO, utilizing pay-per-click advertising, hiring SEO experts, and improving customer interaction through social media and chatbots. The analysis emphasizes the need for Nura Phone to adapt to the competitive digital market to enhance brand awareness and sales. The report is based on the MKT302 Digital Marketing course and fulfills the requirements of a digital strategy analysis report.

Running head: MARKETING
Marketing
Name of the Student:
Name of the University:
Author’s Note:

2MARKETING
Table of Contents
Introducing the brand.......................................................................................................................3
Current Offering..............................................................................................................................3
Targeted audience............................................................................................................................3
Positioning.......................................................................................................................................4
Digital Marketing strategy...............................................................................................................5
Social media marketing................................................................................................................5
Company Website........................................................................................................................5
Reasons behind unsuccessful digital marketing strategy.................................................................6
Lack of strong Search engine optimization (SEO)......................................................................6
Lack of the Social Media platform Presence...............................................................................6
Competitor brand.............................................................................................................................6
Recommendation.............................................................................................................................7

3MARKETING
Introducing the brand
Digital marketing has become one of the major marketing platforms in the current
industrial scenario. To survive in this tough competitive era, all the companies are trying their
level best to reach out to the maximum number of employees locate both on the local and the
global level. It is particularly tough for the small scale and the newly set up business
organizations to market their products. Nura phone is a newly set up electronic company that
tries to cater to the needs of the music lovers (www.nuraphone.com. 2019). It was founded in the
year 2016 by the co-founders Dragan Petrovic and Luke Campbell.
Current Offering
The main aim of the company is to provide an all-new and safe experience to the music
lovers assuring that they can explore the musical world at no harm to their ears.
Targeted audience
The targeted audience of this new brand is mainly young adults and the office goers.
People usually falling between the age group of 15 to 50 are in the habit of listening to music and
also binge-watch many shows. As the consumers falling within this age group are usually having
a very tough and busy schedule they hardly get time to watch the television. Therefore they
always prefer something handy and portable so that they can listen to their favorite shows and
also gear their favorite songs whenever they are on their way to work or to their colleges or are
busy in some other works.

4MARKETING
High quality
Low quality
High price
Low price
Nura Phone
Positioning
Nura phone is a very newly established brand. However, they have appointed
officials from different parts of the world like China to look after their Global operations as well.
Being a very young firm, they have tried to conduct a good research and development activity so

5MARKETING
that they can understand the needs and demands of customer worldwide. They have been able to
identify the importance of having a digital platform (Baltes 2015).
It is easier to develop a good presence in the market at a cheaper price. Therefore the company
has currently developed its marketing via online websites.
A large amount of information can also be communicated at a lower cost. In the
modern-day business set up, customers have become alert about the different technological
upgradations that are taking place around the world (Petit, Velasco and Spence 2019). Thus they
always want to invest their money over products only after proper research and analysis.
Digital Marketing strategy
Social media marketing
Nura Headphones are coming up in different advertisement on social media
platforms so that they can attract the attention of their customers.
Company Website
This is also one of the good methods that the company is currently using for boosting
its digital marketing platforms. However, it must be noted that to give a tough competition to the
customers, the company has to try out something new so that the customers can repeat their
purchases from the same brand rather than switching over to any alternatives (Kingsnorth 2019).

6MARKETING
Reasons behind unsuccessful digital marketing strategy
Lack of strong Search engine optimization (SEO)
Nura phone is a very new brand and they need to go a long way to develop a good
digital market presence. This is because they have not been able to develop a good SEO rich
content on their website. However, they have tried to set up all the information about their
products in their company website but still it lacks the precisions and the detailed account that
can hook the customer or appeal to the customers in a strong way (Altberg et al. 2015).
Lack of the Social Media platform Presence
There is a lack of the interactive format between the customers and the company
as a whole. This will make the customers less aware about the product details and will also
hamper the interconnectedness.
Competitor brand
Other brands can give a very tough competition for this new brand. To name a few,
there are JBL, Philips and also Beyer Dynamic. One of them is JBL (www.jbl.com.au. 2019).
They can give a very tough competition to Nura phones as they have developed a good grip over
the digital market. Apart from composting information about their latest production their
company website they have also started working over the development of rich SEO content. The
SEO content will be helping the customers or the targeted audiences to know about the different
innovations that are being made in the latest products.

7MARKETING
Recommendation
 Nura Phones have to develop a strong SEO content so that the search engines keywords
can be developed in a stronger way. This will enable the users to get the information
about the product more often and easily
 PPC or the pay per click advertising must be developed so that the company can
advertise their products extensively. The SEO experts have to be hired so that they can
create the matching keywords that will help in increasing the customer searches for their
products.
 To do that they will have to allocate their capital and their resources over the R&D sector
in such a way that they can understand the current trends in the field of digital marketing
platforms.
 The customer interaction and responsiveness must be developed better over the social
media background.
 There must be Chat-bot systems and also the active presence of the customer care
representative so that they can respond to the customer queries at any point of time

8MARKETING
References
Altberg, E., Hirson, R., Van der Linden, S. and Faber, S., YellowPages com LLC, 2015. Methods
and apparatuses for scheduling pay-per-call advertising. U.S. Patent 9,183,545.
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
King, M.A., Abrahams, A.S. and Ragsdale, C.T., 2015. Ensemble learning methods for pay-per-
click campaign management. Expert Systems with Applications, 42(10), pp.4818-4829.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Palmatier, R.W. and Steinhoff, L., 2019. Relationship marketing in the digital age. Routledge.
Petit, O., Velasco, C. and Spence, C., 2019. Digital sensory marketing: Integrating new
technologies into multisensory online experience. Journal of Interactive Marketing, 45, pp.42-
61.
www.jbl.com.au. 2019. www.jbl.com.au. [online] Available at: https://www.jbl.com.au/
[Accessed 12 Aug. 2019].
www.nuraphone.com. 2019. www.nuraphone.com. [online] Available at:
https://www.nuraphone.com/products/nuraphone [Accessed 12 Aug. 2019].