Comprehensive Strategic E-Marketing Project Report: HubSpot Academy

This report presents a strategic e-marketing project focused on HubSpot Academy, a leader in inbound marketing and sales education. The project is divided into two parts: Part A assesses competitor analysis, online customer experience, and social media involvement, while Part B defines SMART objectives, identifies the target audience, and provides recommendations to meet the objectives, along with evaluation methods. The competitor analysis section compares Biosite with rivals like Datascope, M-site, and Bull products, evaluating their services, employee numbers, revenue, online marketing strategies, and pricing. The report emphasizes the importance of online customer experience, highlighting how HubSpot can enhance it through helpful content and feedback mechanisms. It also stresses the significance of online customer engagement, suggesting the use of conversational tools like e-mail and chat to maintain customer interaction. Finally, the report underscores the value of social media involvement, recommending that HubSpot leverage platforms like Facebook and Twitter to expand its reach and drive audience engagement. References to relevant journals and books are provided.

Strategic E-Marketing Project

INTRODUCTION
E-marketing is that process of marketing where a products and services are promote
through internet, e-mails and wireless media as well. Therefore, through e-marketing, a lot of
peoples are attracted and as a result, it creates positive results upon business performance. In the
same way, the present study is also based upon the strategic e-marketing project. The report I
based upon the HubSpot Academy which is a worldwide leaders in inbound marketing and sales
education, the firm also provides online training for digital marketing.
The report is divided into two part i.e. in assessment part-A, report provides competitor
analysis, online customer experience, social media involvement and in Part
B, it clearly defined SMART objectives, its target audience and recommendation in order to meet
the objectives and then provide evaluation methods as well.
PART A
Competitor analysis
Competitor analysis provides both an offensive and defensive strategic that helps o
identify the opportunities and threats. The analysis in strategic management is complete
evaluation of strength and weaknesses of all the rival firm. Even, it is consider an important tool
or component of a corporate strategy. For Biosite, it has many rivals such as: Datascope, M-site,
Bull products
Particulars Biosite Datascope M-site Bull products
Services offered The company is a
provider of
biometric
workforce
management,
wireless fire
alarms, online
induction and
intelligence
solution to
construction sites.
The company is
consider a leading
supplier of remote
data system and
provides wide
range of
innovative
products for the
construction
industry which
are basically
The company
provides
biometric
fingerprint
readers and also
provides
hardware and
software options
to enforce health
and safety
policies and saves
It is the another
world's leading
manufacturer and
service provide4r
of fire safety
equipments,
wireless fire
alarms,
extinguishers and
fall arrest
products to the
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designed to
improve the
productivity and
saves time as
well. Further it
manages, host,
train and maintain
all system.
time as well as
money through its
services.
construction
industry.
Employees Currently the
company has 70
employees
Datascope has
less employees
then Biosite.
Currently M-site
has 22 fewer
employees as
compared to
Biosite (Shareef
and et.al., 2019).
The company has
20 fewer
employees as
compared to
Biosite.
Revenue Biosite generate
approx $2M
revenue per year.
Datascope
technology
generate approx
$1.5M revenue
per year.
M-site has
generates around
$3.0M per year
Bull products
generated around
$2M per year.
Online marketing The company
uses mainly
online marketing
such as website
and social media
to promote their
products.
The company
uses modern
method of
marketing in
order to promote
their products and
services such as
e-marketing
The company
uses both
traditional and
modern
marketing
methods to
promote their
products.
The company
uses modern
marketing
products and
offer discount
products as well.
Pricing strategy The company
uses competitive
pricing strategy.
It uses discount
pricing strategy in
which it offer
The company
uses seasonal and
competitive
Bull Products
company uses
competitive
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bulk products and
services with
minimum price.
pricing strategy. pricing strategy to
enhance its
current sales and
profit.
Online customer experience
Customer experience is defined as the quality of all the customers which are encounter\s
with the company's products and services. In the same way, quoted firm also provide best online
customer experience in order to achieve the goals and objectives. Further, as the company
regularly provides helpful content regarding new and innovative products which are introduce by
the company in its website and blog, this will help a business to keep determining the customer
experience. further, by getting proper feedback and then take action accordingly will help to
provide better customer experience (Bridgstock, 2019). It has been analyzed that in-bounding
marketing also creates positive impact upon the company such that it helps to enhance the sales
and profit margin of the firm because by posting regularly upon the website and blog, will help
to keep engaging or provide better customer experience.
It has been analyzed that if the company provides better customers experience and uses
modern marketing tools will help to measure and track the results and gain better customer
experience as well. As online marketing provides convenience and quick services with low cost
of operation as well, thus it helps to creates positive working environment of a firm. Apart from
this, it has been critically evaluated that sometimes posting on the website or blog may also leads
to wrong information and this may damage the brand reputation of a firm. Therefore, to provide
best customer experience, the HubSpot should attract prospects and customer through relevant
and helpful content. This will help to provide unique experience and the people also order the
products which they want through specific information which provided in the website and blogs
(Prasad and Saigal, 2019). Therefore, it has been cleared that through online marketing, the
company can easily provide better customer experience and once the firm chooses best
promotional methods, then the firm will easily enhances its current sales and profit that creates
positive impact upon business.
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Online customer engagement
Once HubSpot chooses its best online services for their customers then to keep hold or
engage them is also quite essential for the firm and for this reason, the firm should use
conversational tool such as e-mail and chat. This will help helps to keep engaging their
employees towards a firm (Harb and et.al., 2019). Apart from this, it has been analyzed that if
the firm regularly answers their queries and keep posting regarding products and services, then it
will help a business to attract wide range of customers. Further, by analyzing the needs of
customers and then produces the same will also help a business to engaging. In the same way,
Biosite also provides unique fingerprint algorithm and digital reporting and also posting in its
website and blogs will also help to keep encouraging the customers in order to keep interact and
also to share the experience which is creates a brand value. Further, it has been analyses that an
e-mail and chat is an important tool that helps to keep customers attracted and by regularly
answering the queries of their customers will also keep engaging the customers.
In addition to this, by keep engaging the customers will also help to creates positive
impact upon business such that it helps to enhance customer base and even by focusing on
customer engagement also bring to improved the company's financial performance as well
(Olbrich, Schultz and Bormann, 2019). Therefore, it has been cleared that a firm should provide
a better customer experience and there is a need to keep engaging them as well in order to
improve its overall business performance. Thus, through better online marketing and providing
better customer experience will attract large group of mass that increases sales and creates
positive impact upon business as well.
Social Media Involvement
The HubSpot should use social media marketing and keep their customers involve
through social media. It is so because it has been analyzed that most of the people are engaging
in social media and this shows that If the business also uses social media marketing in its
working area will help a business to attract wide range of customers towards it. Further, social
media is an important tool that attract wide range of customers and it is a collaborative approach
that is used to make large connections. Thus, it is also recommended to HubSpot to use social
media in order to make better connection with the customers. Moreover, it has been analyzed
that by posting on Facebook, Twitter and other social media groups will help to make online
global presence of a company in a market. Further, social media involvement also helps a
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company to reach large group of mass with single step and this also helps a business to enhance
its current performance whether it is financial or social (Jung, Yang and Kim, 2019).
Therefore, it is a form of internet marketing which involves creating and share the
content in the social media networks that helps to attain the branding goals. In the same way, by
involving in the social media, which means posting text and images, keep updating to customers
related to new product or services which are offered to their customers will help a business to
drives audience engagement and it also creates positive impact upon business as well. Such that
by involving through social media, the HubSpot can reach large group of mass and also provides
them new offer and services which is offered to the customers and the online presence of the
company also helps to enhance the sales and profit. Therefore, it is also evaluated that more than
half of the business uses social media as a marketing tool in order to keep involving their
customers within a business and even many peoples also searches on social media sites to find
the information related to the company. Hence, this shows that in today's competitive era, the
company should uses online and digital marketing tools such as social media in order to sustain
its brand image in market.
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REFERENCES
Books and Journals
Bridgstock, R., 2019. Employability and career development learning through social media:
Exploring the potential of LinkedIn. In Challenging future practice possibilities (pp. 143-
152). Brill Sense.
Harb, A. A., and et.al., 2019. Social media as a marketing tool for events. Journal of Hospitality
and Tourism Technology.10(1). pp.28-44.
Jung, W. J., Yang, S. and Kim, H. W., 2019. Design of sweepstakes-based social media
marketing for online customer engagement. Electronic Commerce Research, pp.1-28.
Olbrich, R., Schultz, C. D. and Bormann, P. M., 2019. The effect of social media and
advertising activities on affiliate marketing. International Journal of Internet Marketing
and Advertising.13(1). pp.47-72.
Prasad, P. and Saigal, P., 2019. Social Media Marketing: Tools and Techniques. In Application
of Gaming in New Media Marketing (pp. 202-214). IGI Global.
Shareef, M. A. and et.al., 2019. Social media marketing: Comparative effect of advertisement
sources. Journal of Retailing and Consumer Services. 46. pp.58-69.
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