Marketing Strategy and Practice Report: Go Media Limited Analysis

This report offers a comprehensive analysis of Go Media Limited, a major outdoor media provider in New Zealand, focusing on its marketing strategies and financial performance. It begins with an executive summary outlining the report's objectives, key findings, and limitations, followed by an introduction that establishes Go Media Limited's market position, mission, and competitive landscape. The report then delves into a PESTEL analysis to examine the political, economic, social, technological, and environmental factors influencing the company. It explores Go Media Limited's marketing strategies, including product differentiation and direct marketing approaches, and provides recommendations for future B2B and B2C marketing initiatives. Furthermore, the report assesses the company's financial metrics, such as KPIs, net profit, customer lifetime value, and stakeholder value, to evaluate its performance and competitive advantage. The analysis incorporates journal references and concludes with a summary of findings and recommendations for enhancing Go Media Limited's market position and future growth.

Running head: MANAGEMENT
Marketing Strategy and Practices
Name of the Student:
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Author Note:

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Executive Summary:
The aim of the report is to provide an insight into Go Media Limited and put forward a brief
analysis of the company in context of industry analysis, marketing strategies and positioning,
recommendations for the future marketing in relation to business to business (B2B) and business
to customers (B2C) and financial metrics that includes KPI, shareholder’s value, net profit, ROI,
ROM and the life time value of customers that enhances competitive advantage of the firm. The
audience for this particular business report has been the clients of Go Media Limited across New
Zealand. The key findings of the report have been the stronger brand presence and how the
company is successfully creating nationwide billboard and bus advertising. Some of the other
findings have been the world class digital billboard and bus advertising created by the company.
The report also provides future recommendations on the social media marketing and cost focus
strategy that defined the future growth of the company. The study also analyzes the financial
metrics of Go Media Limited with a focus on the KPI, Net Profit, Customer Lifetime Values and
the Stakeholder Value with an impact on the performance. The report also provides an insight
into how Go Media Limited uses the product differentiation and cost focus strategy in reaching
larger base of customers. The limitations of the report have been the availability of limited
academic literature on the industry analysis of outdoor advertising, marketing practice, annual
report and the company website. The content of the report has been supported by journal
references.

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Table of Contents
Introduction:....................................................................................................................................3
3 a. PESTEL Analysis.....................................................................................................................4
3b.(i). Two Marketing Strategy.......................................................................................................9
3b.(ii). Recommendations for Future Marketing Related to B2B and B2C.................................13
3c. Financial Metrics.....................................................................................................................15
Conclusion:....................................................................................................................................19
References:....................................................................................................................................21

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Introduction:
The report aims at providing a review of Go Media Limited from perspective of industry
analysis, marketing strategies and position, future marketing related to the business to business
(B2B) and the business to customers (B2C) and the financial metrics including KPI, net profit,
shareholder’s value, ROM, ROI and the customer life time value for enhancing the competitive
advantage of the company. The company is one of the biggest independent providers of outdoor
media in New Zealand (gomedia.co.nz, 2019). They represent one of the progressive suppliers
for the direct clients and the agencies who seekmedia solutions within the New Zealand. The
mission of the company lies in delivering highly personalized and exceptional media solutions to
the clients thereby ensuring that they receive exposure like a premium brand. Go Media operated
dedicated a direct and agency-based sales team based in Christchurch, Auckland and Palmerston
North. This ensures a stronger national and local presence, thereby allowing in the creation of
perfect campaign for each of the individual clients. The company aims in becoming a preferred
company for both the agencies and the direct clients and also in becoming employer of the
choice for its superior sales and the support team. The company operates from New Zealand and
values flexibility, innovation, commodity focus and fun.
The company designs billboards of varied sizes and also undertakes bus advertising. The
selected billboard sites includes Auckland, Blenheim, Bay of Plenty, Dannevirke, Christchurch,
Gisborne, Dunedin, Hamilton, Invercargill, Levin, Hawke's Bay, Nelson Airport, New Plymouth,
Masterton, Palmerston North, Otaki, Rotorua, Picton, Ruapehu, Wairarapa, Taupo, Wellington,
Wanganui, Whangarei and West Coast (gomedia.co.nz, 2019). The company resorts to bus

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advertising as it offers stronger recall and a higher exposure. Besides, people can easily
remember bus advertising and change their brand preferences as and when required.
The competitors of the company include APN Outdoors, NZ Outdoor Advertising
Services and Billboards New Zealand. APN Outdoors provides media coverage from the
billboard site of Whangarei to Invercargill. On the other hand, NZ Outdoor Advertising Services
aids advertisers in booking bus, billboard, shelter, campaigns of the shopping centre and airport.
Billboards New Zealand also aids outdoor as well as billboard advertising across New Zealand.
The financial position of the company is marked by substantial profit that contributes to
the growth and reputation of the country.
The report commences with an industry analysis through a PESTLE framework. The
report also focuses on the marketing strategy taking into account the product differentiation and
the direct strategy for marketing by focusing on both the positive and the negative aspects. The
report also puts forward recommendations on the future marketing that is related to the B2B and
the B2C along with a discussion of the financial metrics.
3 a. PESTEL Analysis
Political:
In the last few years, the outdoor advertising industry is estimated for witnessing an
enhanced political interest since outdoor advertising campaign has been undertaken by the
political groups as a means for delivering thought, believes and ideas(Cheung& Leung, 2017). In
this regard, the positive viewpoint is that the political parties in New Zealand work in
coordination with the local and the central government and also the public for ensuring

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supportable use of the resources and agreement in relation to the licensing of the natural resource
and the other process. Political support is necessary for the evolution of the industry structure in
making possible growth. The negative aspect lay in terms of guidelines where the government
ensured that all the plans and the policies related to the resource availability and environmental
and energy concerns needed an intervention of the local and the central government.
It is to be noted that the billboards and outdoor advertising service industry is in the
growth stage of economic life cycle (Crain, 2019). The industry expands at a faster pace than
general economy and it strengthened its position within entire advertising market through
adoption of newer technology and by exploration of newer locations. For example, the industry
value addition that measured contribution to economy is expected to have projected growth of
about 7.5 percent over 10 years that would even exceed the projected growth of the GDP of
Australia. In fact, the rate of the industry expansion have been underpinned by the solid growth
in the demand, buying media agents and an increased share of total advertising market due to the
deviation from the traditional advertising related to broadcasting.
Economic:
The economic situation is considered comparatively better in New Zealand with
economical rate of product, lower rate of inflation and unemployment drove the economy
towards a positive growth (Kelsey, 2015). However, in recent times, the central bank of New
Zealand reduced the rate by a half percent based on the argument that the economy faces
recession and the GDP of the country fell by 0.2 percent in second quarter thereby placing the
country in the first recession of the decade (Ford& Wood, 2015)

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The positive viewpoint in this regard is that recession caused an increase in the prices
which also had a crucial impact on the outdoor advertising industry where the companies began
to cut down on the spending and outdoor advertising seemed to be the first and the easiest option
by financial departments. Although this seemed like wise move but it reality it led to the drop in
sales as this created a gap between the brand and the consumer. Hence, reducing the cost of
advertising also causes reduction in the sales and loss of the newer customers. Although it
apparently seemed like a good thing but the negative aspect of this step lay in straining the
outdoor advertising industry. For example, companies demand for increasingly cheaper ads
might not allow Go Media Limited in meeting up to its needs. In such instances, companies turn
are only left with the option of turning to the in house advertising for producing own advertising
at much lower cost as well as budget.
Social:
New Zealand is a multicultural society that welcomes people from across the world and
has a self reliant culture. The society of New Zealand embraces the products and brands
portrayed by advertising in order to stay connected and updated regarding the wider world.
Therefore, companies try to draw the attention of the New Zealanders by carrying out
advertisement of brands.
The social structure of New Zealand has been quite wonderful with consistent demand
for the economic system (Murray, 2017). However, the country depends on the other countries
for getting newer technology and spends fewer amounts on the research and the development.
The country has a stronger banking system and welcome foreign direct investment. The countries
also have 100 percent literacy rate and a higher life expectancy. The positive viewpoint lies in

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the specific emphasis of the government tourism and thereby providing facilities for tourist. This
has encouraged companies to opt for outdoor advertising in the form of billboards and bus
advertising (Toma, 2015). The country itself however has a very less population spread across
the cities. These acts as a negative aspect for outdoor advertising as there are not many people to
observe in absence of tourism. For example, there are many tourists who prefer bus advertising.
It has been found that people more likely remembers moving ad giving the bus advertising the
power of changing the minds of the people and cause a shift in the brand preference.
Technological:
The technological factors have immense impact on the society both socially,
professionally and academically. In fact technology has become part of the day to day life
(Muzellec& O'Raghallaigh, 2018). Nevertheless, it also comes with its own flaws and perks. The
positive aspect of technology lies in its reach to the various consumers. Technology has
enhanced the chance of targeting wider group of consumers and forms of advertising to choose
from. Outdoor advertising has been a boon of technological advancements and it also allows in
tracing and analyzing the customers who are engaging or watching with the brands (Tan et al.
2018). In fact technology helped in revitalizing the out of home advertising with the digitized
outdoor advertising and the personalized billboards that helps in delivering relevant messages to
the targeted audience at the appropriate time. The negative view point in this regard is that the
more the dependency on the technology, the more competitive it becomes in order to grab the
attention of the audience. The entire human races have become reliant on technology and hence
have opted for campaigns that elaborated the generations of the cyber world which is not only
destroying us mentally but also socially. Technology has taken over rapidly and has made its

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presence felt everywhere. Currently it has become the norm of the city especially with the
present generation. For example, technology has provided the option of digitizing the outdoor
advertising be it on the billboards or the bus advertising which has helped in better grabbing the
attention of the people.
Environmental:
As far as the environment in New Zealand is concerned, it is found to be linked with the
economic performance of the country as significant. The country has been located close to 900
kilometers from Australia and is believed to have a specific ecological system (Mitu& Uta,
2018). The positive viewpoint in this regards has been the educated class of the population who
remained aware of changes in the weather and have remained ready in getting rid of the pollution
and hence adopting means for keeping away from pollution in an effective manner. This has
been true for the outdoor advertising as well. People have designed such advertising through
adoption of latest technology in order to ensure easier dealing of garbage and cause lesser
pollution to the atmosphere. Besides, the country has also implemented newer initiatives in
keeping it pollution and dust free. In fact, it be said that the advertising industry have become too
environment friendly. The negative viewpoint in this regard has been the additional initiatives
that Go Media Limited needed to undertake in order to ensure that the clients are provided with
environment friendly advertising stuffs. In other words, the outdoor advertising industry is
switching towards environment friendly options(Zademach & Musch, 2018). For example,
outdoor advertising provider are increasing moving away from the analog methods of printing
towards the digital methods through the use of the inkjet printing technology that allows for the
larger printing surfaces where the billboard skin gets assembled in a single piece. This would
also reduce the usage of the black paper substantially.

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Legal:
It is to be noted that the government of the country changes in every three years with the
new government making newer rules and regulations in order to ensure a lower crime rate. The
government of New Zealand has curbed corruption from society so that people are able to enjoy
basic facilities. In this regard, the positive viewpoint is that the country has also ensured business
freedom for companies like Go Media Limited for not only expanding the business and also
flourishing it in the society. While the negative viewpoint lies in abiding by the advertising code
of ethics before putting it up as an outdoor advertisement. For example, all outdoor
advertisement put across by Go Media Limited abides by the Advertising Standards Code for
ensuring that each of the advertisement represented responsible advertisement (asa.co.nz,
2019).Besides, the company also makes sure that the outdoor advertising are decent, legal,
truth, honest and respect principles of the fair competition in order to ensure the trust of
public in advertising.
Summary on Positioning of the Company:
The more or less stable political scenario of the country directed the Go Media
towards a growth curve. However, the company might suffer in terms of profit as recession
forced the company in reducing the price of outdoor advertising. The company is also
encouraged to take up outdoor advertising as multicultural society ensures wider acceptance
of the brands. Go Media Limited is boosted by the emergence of technology that allows it in
digitizing the outdoor advertising. The company has also opted for eco friendly means of
advertising that have boosted its growth in terms of revenue. Go Media has enough freedom

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for business expansion in New Zealand but the company needs abide by the code of ethics
while undertaking advertising.
3b.(i). Two Marketing Strategy
As found from the website of Go Media, New Zealand, it is an outdoor media solution
provides premium brand exposure to the direct clients and agencies through different types of
advertisements. The media company uses product differentiation strategy to address the needs of
the clients for reaching out to a larger customer base. As stated by Baker (2016), marketing
strategies refer to the long term approaches of firms for achieving sustainable competitive
advantage by achieving the goals and objectives of the firms through establishing a connection
between the firms and the customers. Marketing strategies are important for enhancing the
performance and achieving its goals through the transformation of its intangible and tangible
resources for creating value for the customers and competitive advantages in the market (Blythe
& Martin, 2019).
Product differentiation:
Go Media uses two types of products, digital billboards and printed advertisements that
are hung on the buses. Hence, one product is digital and the other is moving advertisement
posters. Thus, it can be said that differentiation strategy is used by Go Media as a primary
marketing strategy to reach out to a larger target audience. As stated by Yoo (2018), product
differentiation is an effective marketing strategy which is beneficial for the firms in determining
why customers should buy their products and what are the features that make the products or
services standout from the competitors. Product differentiation strategy helps the firm to charge
different prices to different customer groups. In this case, Go Media has chosen two types of

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products, digital billboards and printed campaigns put on a bus. The digital billboards are
beneficial as those are installed at the prime locations as well as at the road sides (Mollu et al.,
2018). It also has shorter lead hours as the advertisements are sent electronically to the screen
which are displayed in vibrant LED screens. It catches the attention of the customers who travel
through those places. Digital boards are also convenient in displaying different ads for different
products in different time slots as it is dynamic and saves costs of printing multiple
advertisements, which would be static. The outdoor displays are generally put up on display for
two weeks for optimizing the exposure. However, the companies can choose time periods for ad
display and for any special offer, the digital advertisement can be changed easily to highlight the
special offer. It reduces the budget wastage. It also offers opportunities for creativity (Jere &
Dutuma, 2018). Thus, by using digital billboards in major locations, Go Media is able to draw
the attention of the customers to the products and services of the clients.
On the other hand, Go Media prints large posters and printed advertisements and put up
on the buses. It has contracts with Auckland Skybus as it offers the maximum impact and utilizes
transit media advertisement mode. It also has contracts with Bay of Plenty buses. Through the
buses, Go Media can target the audience across the cities. As stated by Liu et al. (2016), buses
under transit media category offer maximum exposure and strong recall effect. Every week more
than 2 million New Zealanders are exposed to the bus advertising (gomedia.co.nz, 2019).
Moving ads are easier to remember and they also have impact in shifting the brand preference.
Go Media puts up the large, creative and colorful posters on the sides and back of the buses to
have maximum impact on the customers. As the buses travel in different and extensive routes
across the cities, it is beneficial for attracting crowds of different regions in a very effective
manner (Zhang et al., 2015).

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However, as the product differentiation is effective for meeting the different types of
needs of the clients, it also has some drawbacks. As highlighted by Berry & Haile (2016),
differentiated products incur different costs of production. As in case of Go Media, when a client
asks for 4 different ads for 4 types of special offers or 4 types of product categories, Go Media
needs to create 4 different advertisement contents, which automatically increases the cost of
production. Whether it is digital or printed for transit media, the cost of production is higher than
for a single advertisement. Moreover, along with the budget, the specialized product is not
always suitable for all types of products or services. Osgood (2016) stated that product
differentiation enables a firm to charge higher price for the same products to different customer
groups, which would discourage many customers to go for lower priced substitutes and thereby
the firm loses business opportunities. For example, in case of Go Media, there are local and low
budget clients who supply products or services to a particular region and hence, a transit media
may not be beneficial for them. As they cannot provide the particular product or service to other
areas where the buses are travelling with the ads on, they would not be willing to spend higher
budget on bus advertisements or digital boards that would target a larger customer base across
the city. Thus, it can be said that the company provides only digital board advertisements and
printed advertisement posters for the transit media, that is, buses which mostly cater to the large
product and service companies, who can afford the higher cost of digital and moving
advertisements and due to specialized product offerings, the company loses low budget local
clients.
Direct marketing strategy:
Direct marketing refers to the advertising strategy that enables a firm to present
information about the product or service directly to the target and potential customers without

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using any middlemen, such as, advertising agency (Gillespie & Riddle, 2015). Unlike the other
marketing campaigns, the direct marketing does not happen in mass media; rather it is done
through mail, phone, or email. It is possible to measure customer response in direct marketing. In
case of Go Media, it is an advertising agency itself. Various product and service companies take
the services of Go Media for promoting their products and services. Hence, Go Media takes the
direct marketing strategy to approach the clients directly and provides their sales pitch through
personalized phone, mails and emails. The recipients of the messages are asked to respond
through toll-free number, sending a reply card or clicking on subscription or email verification
link sent in emails. Number of responses is considered as potential purchases (Armstrong et al.,
2018).
As stated by McDonald (2016), there are some benefits of direct marketing, such as, it
helps to build direct relationship with the potential customers and thus, by measuring the
responses, the companies can make further strategies for enhancing sales. Direct marketing is
also beneficial for quicker production and turnaround as it involves direct communication with
the clients or customers and hence, personalized communication yields better outcome in terms
of branding of the product or services. Furthermore, direct marketing is cost effective as the
companies know how much they are spending for reaching out to each customer and hence it is
easier to calculate the return on investment. This type of marketing is easier and quicker. Thus, it
is targeted and focused and time and cost effective (Armstrong et al., 2018).
On the contrary, there are some drawbacks of direct marketing strategy. Patrutiu-Baltes
(2016) highlighted that direct marketing techniques have limited reach as mass media channels
are not used in this strategy. Thus, scope of business is often limited. Moreover, this strategy is
linked with privacy intrusion. Since, companies opting for direct marketing communicate

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personally with the clients through phone calls, mails and emails, they access the personal data
of the clients. These aspects of direct marketing are sometimes not preferred by clients, and that
affects the business performance. If the customers find the intrusion level high, that would affect
the brand image negatively. Furthermore, Alon et al. (2016) pointed out that the hard copy of the
direct mail campaigns with large number of paper materials are detrimental for the environment
and to reduce the environmental impact, the firms should opt for email campaigns. When the
competition level is high, the companies find it hard to stand out their messages among large
number of promotional emails from competitors. Thus, it can be said that Go Media experiences
both the advantages and disadvantages of the product differentiation and direct marketing
strategies while positioning itself in the outdoor advertisement industry in New Zealand.
Lastly, it can be said that the company does well in the competitive market, however,
there are scopes of improvement for the company. It has been found that Go Media loses the low
budget customers as the products offered by Go Media are expensive as they provide specialized
products, that is, digital advertisements in the prime locations and posters on the transit media.
Thus, they should improvise their strategies to establish further B2B and B2C relationships to
capture larger market shares.
3b.(ii). Recommendations for Future Marketing Related to B2B and B2C
As discussed above, Go Media is using product differentiation and direct marketing
strategies to gain competitive advantage in the market and generate profit. However, these two
are common marketing strategies that can be adopted by the competitors and that can affect the
brand image of Go Media. Thus, the company can adopt other marketing strategies, such as,

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social media marketing for expanding at the B2B and B2C level and expanding its price ranges
to accommodate more local and low budget B2B and B2C clients.
Social media marketing:
Opreana & Vinerean (2015) highlighted that the marketing techniques or processes are
undergoing a big transformation since the past decade. The traditional marketing techniques or
channels are not sufficient for effective marketing. Thus, businesses are now opting for online
marketing, which includes social media marketing. This type of marketing is extremely useful to
reach out to a large number of potential as well as existing customers in a time and cost effective
manner across the world. Mangold & Faulds (2009) also provided a similar positive view of the
social media marketing. It is termed as a hybrid promotional mix as it enables the companies to
interact with customers as well as the customers can also interact with each other. Thus, the
companies are forced to maintain transparency about quality, price, and other features, which is
beneficial for the customers; otherwise negative feedback from customers can damage the brand
image. Thus, Go Media should opt for social media marketing which would help it to build both
B2B and B2C relationships. On the other hand, Corstjens & Umblijs (2012) showed in their
study that the social media often does damages that outweigh the positive contribution in a
company’s growth. The authors stated that the promotional activities in the social media that are
generated by the consumers are not paid and hence, electronic word-of-mouth (EWOM) is a
significant factor in social media marketing. It is useful for creating as well as maintaining brand
image. It has been found from the study that the free publicity of a brand through EWOM has
powerful role in shaping the brand image and business performance of the brand (Todor, 2016).
The impact of negative publicity or comments by the consumers is found to be higher than the
positive reviews on the potential consumers. Thus, Go Media, being in the advertisement

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industry itself, should opt for social media marketing to establish relationship with B2B and B2C
consumers; however, it should take appropriate measures to control the negative reviews by the
customers.
Cost Focus Strategy:
Hackley & Hackley (2017) pointed out that to capture a competitive advantage in the
market, firms often change their strategies from time to time to revive their brand image and
brand value. As seen in case of Go Media, the company uses technologically advanced
promotional techniques such as digital billboards and transit media to promote the products and
services of the clients. However, many smaller and local business units, such as, a local catering
service or bakery, cannot afford to pay higher price for the digital billboards. Hence, to capture a
larger market share, Go Media should adopt for cost focus strategy. With this strategy, the
company can introduce some low budget advertisement options, which can be affordable to the
local and low budget clients.
3c. Financial Metrics
The three financial metrics that can be discussed include KPI, ROI (Return on
investment) and stakeholder value.
KPI-Key performance indicators are the measurable value that demonstrates the
effectiveness of the company in achieving key business activities. The success of the
company Go Media is evaluated at the multiple levels using various key performance
indicators. A wide variety of marketing, financial, sales, supply chain and customer service
metricsis encompassed in the key performance indicators. Since, Go Media limited is the

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largest provider of independent outdoor media, the execution of KPI is measured by
developing a particular strategy. The business problems faced by the media company are
slightly different from the majority of other private companies (McCann & Barlow, 2015).
The main concern of Media Company is to recognize their several media outlets.
Some of the key performance indicators of the organization include cost outdoor by
sales to volume ratio, budget allocated for the outdoor advertising by budget spent,
percentage of outdoor campaign that fails to initiate by the outdoor campaigns that end in
due time.
In addition to this, it is observed that social media is an extremely beneficial tool as
it helps the organization in reaping the benefits of getting connected with new audiences.
However, it is required by the media companies to remain truly diligent for executing the
flawless strategy of social media and appropriate measurement of their social key
performance indicators so that the reputation of the company is not damaged. Tracking of
social media KPI is considered critical for the media companies as it rely heavily on the
loyalty of the subscribers. The future contents of the media companies can be optimized so
that it fits into the demand of the audiences by measuring the engagement rates of links or
videos that is published by the media companies on their social channels (Risius & Beck,
2015). In addition to this, gaining an understanding of the demographics of subscribers
helps in determining the optimal time that is required to publish the contents and
identification of the contents that are found to be engaging by the audience. Some of the
social media KPIs for the company such as Go media include response time, user activity,
key influencer identification, engagement rate, user activity and response rate. Engagement

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rate is the rate where the interactions such as comments are divided by the total number of
followers. Influencer identification is measured by the total number of fan content having
the most possible reach. Owned reach is the total number of followers that can be engaged
with the total number of potential impressions.
Media companies are able to access the new audiences by using social media and in
order to increase the recognition and the markets and audiences that were previously
inaccessible are accessed with the help of proper usage of social media. It is extremely
valuable to increase the recognition and channel of the company by directly correlating with
higher number of new subscribers. For every media company, increasing and monitoring the
share ratio should be a social goal. The reach of each published piece by the media company
such as Go Media is directly affected by the higher share ratio (Ngai et al., 2015).
Moreover, higher ratio would result in subscribing to new channel where the core audiences
is different from the different demographic.
Organization such as Go Media Company would be able to establish accurate
performance target by identifying the vital indicators for the success of company. Measuring
the success of the company by identifying the goals that are achievable helps in analyzing
the areas where the business can be excelled and improved. On other hand, in the event
when company does not follow up the progress, it can be disadvantageous to set the
performance targets for the company. It is required to access whether the indicators are met
by employees and compared to competitors (Cawsey & Rowley, 2016). This is so because
measuring the target that is not important that was thought originally should be replaced
with essential indicators that offer an accurate presentation of the activities of company.

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ROI-ROI stands for return on investment and is a measurement tool for gauging
whether the business has been successful in achieving specific objectives and goals.Go
Media would be able to gauge their profitability and financial performance using the
indicators of return on investment as it helps in assessing the amount of investments that is
made in the inventory and capital equipment and pricing policies. Any costs and gain of the
business can be compared using the return on investment when they are required to evaluate
the programs, projects, acquisition of capital and investment in venture capital. Decision
making by the managers of Go media is optimized by evaluating the outcome of the project
and evaluating different solutions. The marketing campaigns introduced by the media
company might have a range of objectives and the return might not be immediate profits or
sales generated (Wang & Kim, 2017). For instance, the Go media introduces the marketing
campaign that is intended to change the brand perception for the audience. However, for
each of the marketing activities introduced by Go media, it will be sufficient to determine
the revenue that is earned for each of the dollar that is spent and this would assist in making
decisions that would help in improving the entire marketing mix (Dwivedi et al., 2015).
Nevertheless, measurement of ROI for the social media is difficult as the marketers of the
company such as Go media makes an attempt to measure the success of the social media
using social channel by examining the metrics such as tweets and likes as they are not
considered easy to monetize. On other hand, businesses are concerned primarily with the
email subscribers, visits on the websites, sales and calls. It is considered essential to
measure the channels of advertising and this is done by incorporating the phrasing of the
familiar business. Measurement of ROI by the Go media company can be done by assessing
the social media in terms of the cost per impression and cost per click. In addition to this,

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measurement of lead generation can be done in terms of the cost per acquisition. The efforts
taken by the company are added up with the credibility and enhance the comparison of the
social media marketing to other online marketing forms.
Stakeholder value-Stakeholder value is a measurement tool for measuring the
mutually exclusive long term value that intends to reconcile the value that is created for all
the societal stakeholders and the returns that is generated for the stakeholders. Such
indicator of the measurement of the performance is the combination of the organizational
maturity rating score of a corporation in the OMNIDEX and the conventional indicator of
the performance of organization that is price to book ratio. TSV is obtained by dividing the
price to book value of the corporation with the OMNIDEX. It is indicated by high value of
total stakeholder value that the company is serving the shareholders and societymutually
inclusively that is they deliver strong financial performance, satisfy the customers and act in
a responsible manner for all the other stakeholders. Total stakeholder value is considered as
the universal standard with the help of which the performance of the corporation can be
judged in an accurate and meaningful manner (Buhalis &Mamalakis, 2015). This
performance indicator helps in serving the question of legitimacy as the changing societal
value outperforms the legality. This can be explained with the help of numerical example.
Suppose, the OMNIDEX value for Go Media Company is recorded at the value of 79.3%
and it has price to book value of 1.08. Then the total stakeholder value of Go media would
come to (1.08*79.3%) = 0.856. This value is indicative of the fact that the business is not
performing so well as per the conventional standards.
Conclusion:

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On a concluding note, it can found that the company under discussion is one of the
renowned companies offering digital billboards and bus advertising across New Zealand. The
report provides an insight into the company’s history, competitors and its financial position. It
has been found from the industry analysis that Go Media Limited is not only considering but
trying to align with each of the factors in determining its outdoor advertising be it the digital
billboards or the bus advertising in order thereby gaining competitive advantage. In other words,
the PESTEL framework provided a tool for the understanding the environment in which the
business operated. The impact of technology in the business has been immense since it
influenced every business aspect. There is always a cost saving technology waiting round the
corner and therefore it is up to the company to adopt it. The report also provides a detailed
analysis of the financial metrics that provides an insight into the key performance indicators, net
profit, stakeholder’s value, customer life time value, ROM and ROI.
It is seen that Go Media has been successfully implementing the product differentiation
and direct marketing strategy, which is benefitting the company to have a substantial market
share. It deals with both B2B and B2C customers, however, for increasing the market share
further, Go Media should opt for social media marketing and cost focus and differentiation focus
strategy. For the former, the company should take measures to establish more B2B and B2C
relationships and should try to provide good quality services, which can control the negative
publicity. For the latter, by introducing low budget advertisement mediums or types, it can
increase its client base which would include low budget local firms or entrepreneurs. It would
also help in community development.

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