Analyzing Digital Marketing Strategy for Jojoba Company in Australia

This report analyzes the digital marketing strategy of the Jojoba Company, an Australian brand with a range of skincare products. It begins with an executive summary, followed by an introduction outlining the company's current digital presence and the need for improvement. The discussion section explores why the company's digital marketing efforts have been unsuccessful, emphasizing the lack of an integrated approach across platforms and the failure to utilize tools like mobile apps and data mining. The report identifies the target customer base and discusses how the company can better meet their needs through interactive digital platforms. It then provides detailed strategies for implementing Facebook, Instagram, and Twitter, including content suggestions, engagement techniques, and the use of relevant tools and features. The report concludes by emphasizing the importance of a robust digital strategy for Jojoba Company's competitiveness and brand promotion, recommending platform-specific approaches to enhance customer engagement and global reach. The report also includes references and appendices with examples of Facebook and Instagram pages and posts.

Running head: DIGITAL MARKETING STRATEGY
DIGITAL MARKETING STRATEGY FOR JOJOBA COMPANY
Name of the Student:
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Author’s Note

1DIGITAL MARKETING STRATEGY
EXECUTIVE SUMMARY
The report explains the digital marketing strategy of Jojoba Company in Australia. The target
customers of the company is studied and it is discussed how the company addresses the needs of
the customers. The strategy for Facebook and Instagram implementation is discussed. Finally
Twitter is chosen as the third platform for brand promotion.

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Contents
INTRODUCTION...........................................................................................................................2
DISCUSSION..................................................................................................................................2
THE REASON BEHIND WHY JOJOBA COMPANY IS UNSUCCESSFUL IN DIGITAL
MARKETING STRATEGY........................................................................................................2
THE TARGET CUSTOMER OF THE BRAND........................................................................3
IMPLEMENTATION OF FACEBOOK.....................................................................................4
IMPLEMENTATION OF INSTAGRAM...................................................................................5
USE OF TWITTER TO PROMOTE THE BRAND...................................................................6
CONCLUSION................................................................................................................................6
REFERENCE LISTS.......................................................................................................................8

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INTRODUCTION
Ian Turner and Vicki Engsall founded Jojoba Company in Australia in the year 2008. The
company has a wide range of products which include anti aging products, body lotion, bread
facial cleansers and moisturizers. The company has a website which provides information about
the brand, has testimonials from customers and the website is easy to navigate, however Jojoba
Company has not adopted modern digital technology to promote its band on digital platforms.
The Jojoba Company should make use of Twitter platform, Youtube and Facebook to promote
its products to global customers. Designing mobile app for easy payment and using data mining
tools to monitor shopping behavior of customers can help the company in brand promotion in
digital platform. The brand needs more exposure on digital platforms to gain customer loyalty
and credibility. Use of digital strategy is also effective in customer retention and making repeat
purchase from customers (Labrecque et al 2013)
DISCUSSION
THE REASON BEHIND WHY JOJOBA COMPANY IS UNSUCCESSFUL IN DIGITAL
MARKETING STRATEGY
Jojoba Company has not made enough attempts to make its brand interactive in the
digital platform. The company website, social media platforms like Facebook, Twitter, Instagram
, Pinterest, Youtube and digital marketing tools like email marketing and data mining are not
managed in an integrated manner by the company. There should be a separate digital marketing
team to handle the digital platforms. In today’s digital usage of smart-phones and mobile apps by
customers are more popular than the usage of Personal computers. Customers use the mobile

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phone platforms to search about product information and make payments. However, Jojoba
Company does not make have linkage with mobile app that can enable customers to pay easily.
The choice of digital platform is very important, for instance, for a beauty product company
Instagram is highly effective because of its visual effect. The Jojoba Company has not utilized
this platform effectively (Killian and McManus 2015). Posting of interactive pictures about the
products of the company as well as posting pictures of how the company manufactures its
products and cares about environmental sustainability and corporate social responsibility can
make the company connect with customers in Instagram. Twitter and Youtube are not effectively
used by the company, the company also focuses on Australian market and does not have a global
customer base, which makes it difficult for the company to gain brand exposure on digital
platforms. The company website of Jojoba Company has lot of information about the brand,
however the company has not effectively used Facebook to target specific customers. The digital
marketing team does not interact with customers and addresses their complaints on digital
platform regularly. The Jojoba Company does not make proper use of digital marketing tools like
email marketing and data mining and thus the brand is unsuccessful in digital marketing strategy
(Järvinen and Karjaluoto 2015).
THE TARGET CUSTOMER OF THE BRAND
The Jojoba Company has targeted customers in the age group 15-60.These customers
include young, middle-aged and old women. The brand also targets male customers with product
ranges like bead facial cleansers. The Company is not successful in meeting the needs/wants of
customers on digital platform because the brand is not made interactive in the digital platforms.
The brand has not effectively used digital marketing tools like data mining to understand the
shopping behavior of its targeted customers and thus fails to advertise itself properly on the

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digital platforms. The Jojoba Company has a website that provides a lot of information about the
brand and the website is easy to navigate but the company fails to interact with the customers on
digital platforms, feedbacks of customers and customer complaints are not effectively handled on
digital platform. The Company has not made payments easier and safe for customers on mobile
platforms. The brand fails to gain credibility of customers on Youtube and Instagram as the
Company does not provide information about Corporate Social Responsibility, Sustainability and
fails to connect with members of its community on these platforms. Visuals and pictures and
brand personality elements are well used for brand exposure and attractiveness on digital
platforms. Customers’ needs are often unique and they provide a lot of feedback on digital
platforms. Jojoba Company fails to provide tailor-made and customizable services to customers
on digital platforms (Stephen 2016).
IMPLEMENTATION OF FACEBOOK
Jojoba Company should have an optimized Facebook Page to connect with its target
customers. The Company first needs to identify its digital marketing goals related to Facebook.
The brand can increase awareness and exposure on Facebook with a specific goal like 1000 new
likes every quarter in the Facebook Page. The company should be able to create an engaged
community via Facebook. The Company should be able to gain trust and credibility of customers
on Facebook. People Talking About This figure (PTAT) is an engagement matrix that can be
used to measure the customer loyalty of the brand on Facebook. The Company should showcase
its products knowledge and form an interactive brand on Facebook. Jojoba Company can gather
leads on Facebook by conducting contests, free webinars with offers or can give away a freebie
related to the product. Google Analytics should be used by Jojoba Company to track
conversations and ad conversations should be used to monitor ads. The Company should

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research on its customers and competitors and understand where its customers are spending time
by Facebook tools (Chaffey, Smith and Smith 2013). The Company should set up an Editorial
Calendar with good content and should design an Activity Calendar. The Jojoba Company
should measure its progress on Facebook using Faebook Insights to have an idea of its engaged
customers by the number of its shares, likes and comments and can also contemplate on which
content is working for the brand on Facebook (Ramsaran-Fowdar and Fowdar 2013).
IMPLEMENTATION OF INSTAGRAM
The Jojoba Company can engage community on Instagram by making use of hashtag, the
brand should also support a good social cause on this site to gain credibility of customers
(Briscoe 2014).The Company should buy Instagram ads and can include a link on landing page
which will boost traffic to its site. Jojoba Company should have a Bio that is informative on its
Instagram page to have followers. The name and photo used in Instagram should be similar with
that used in all other social platforms. The Company should create Instagram Posts that are
attractive and will gain followers. Creative photos should be used to promote the product of the
company on Instagram. The photos should be of professional size and tools in Instagram like
Mayfair Filter can be used to attract followers (Ryan 2016)
USE OF TWITTER TO PROMOTE THE BRAND
The Company should express the voice and opinion and values of its brand via Twitter.
Jojoba Company should create live video by using Vine and broadcast live on Periscope to
teleport across globes and gain global customers in Twitter. Jojoba Company can make its brand
interactive by using visual expressions and hashtags. The brand should promote its values and
culture via Twitter and can publish a story of the brand experience using tweets. The Company
can use a Twiiter card which will require customers to post certain number of tweets which will

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enable them to see the company’s add campaign in Twitter. The company can add brand
elements like humor and can add a brand personality to its brand using visuals and characters in
Twitter (Stone and Woodcock 2014).
CONCLUSION
Thus it is of paramount importance for a Jojoba Company to promote itself on digital
platforms to gain its competitive position in the digital world. The brand should be able to
engage a loyal customer base on digital platforms. Also customers may spread negative word-of
mouth via digital platforms and social networking sites. Jojoba brand should be able to interact
address customer’s complains and incorporate their feedbacks on social media platforms. The
sales target of the company will be better achieved if digital tools are used and the company will
be able to gain exposure by adopting an efficient digital strategy. Promoting the brand on digital
platforms will enable the Company to gain global exposures, however the choice of the digital
platform is of paramount importance because the strategy to promote products in one platform
can be different from another.

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Reference Lists
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), pp.4-17.
Levy, S. and Gvili, Y., 2015. How credible is e-word of mouth across digital-marketing
channels?. Journal of Advertising Research, 55(1), pp.95-109.
Labrecque, L.I., vor dem Esche, J., Mathwick, C., Novak, T.P. and Hofacker, C.F., 2013.
Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), pp.257-
269.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Briscoe, G., 2014. Digital innovation: The hackathon phenomenon.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-549.

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Ramsaran-Fowdar, R.R. and Fowdar, S., 2013. The implications of Facebook marketing for
organizations. Contemporary Management Research, 9(1), p.73.

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APPENDIX
Fig 1- SAMPLE OF FACEBOOK PAGE OF JOJOBA COMPANY
FIG 2-SAMPLE OF FACEBOOK POST 1 OF
JOJOBA COMPANY

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FIG 3- SAMPLE OF POST 2 OF FACEBOOK PAGE OF JOJOBA COMPANY
FIG 4 –SAMPLE OF POST