Marketing Project: Analysis of Data-Driven Strategies and Engagement

This business management project analyzes three articles on marketing. The first article examines how marketers can use Facebook Messenger to increase engagement, outlining four key methods. The second article focuses on converting freemium and trial users into paying customers, detailing five crucial steps. The third article defines data-driven marketing and its importance, explaining how insights are derived from customer data, including both primary and secondary sources. The project employs qualitative methods and literature reviews to explore these marketing concepts and strategies, providing a comprehensive overview of modern marketing practices. The project highlights the importance of understanding consumer behavior and leveraging various marketing tools to achieve business objectives, offering valuable insights into the evolving landscape of marketing.

Business Management
Project

INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1ST Article....................................................................................................................................1
2nd Article....................................................................................................................................4
3rd Article.....................................................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business management is surrounded with various aspects in order to accomplishing
several organizational activities in proper manner. For example; marketing, HR, Accounting,
hospitality, tourism and many more which are considered by association for smooth functioning
of an enterprise (Wilson and et. al., 2012). Therefore, this assignment is going to highlight one of
the major concepts of Business management project such as; Marketing. Main objective of this
assignment is to select three distinct articles on marketing for understanding this subject area in
different ways. Thus, three selected articles will outlined in this project for gaining depth
knowledge.
MAIN BODY
1ST Article
Aim- 4 ways Marketers can Use Facebook Messenger to increase engagement
Objective-
 To analyse the use of messenger in maximizing involvement.
 To determine the 4 ways which is used by marketers
Question-
 What is the use of messenger in promoting involvement?
 Explain four distinct ways which are adopted by marketers
Main thesis-
Angela Myrtetus is searching for various methods which are used by their clients for
creating awesome experience to their prospects and final users. In fact, every marketing of an
organization wanted to identify irresistible offer which makes people more curious and they feels
that “Damn, I really want to read this, ” or they can say “shit, these individuals get me”, isn’t
always easy for doing so. Thus, if marketing team of an association gets succeeded in creating
these kinds of unique offers then it may resultant into beginning of “pulling” people towards
company’s products and services instead of pushing them. Moreover, need to make sure that
promotional tactics which is used by marketing team will not annoy customers even if they are
going through newsfeeds or might prefer Facebook messenger (Angela Myrtetus, 2017 ).
On the other hand, one question arises;
 Facebook Messenger is an app?
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 Are you really thought that you can pull customers towards organizational products and
services by using this channel?
 Should you?
By reading this article, it has been understood that Yes, Facebook messenger plays a
crucial role in increasing engagement with prospects and consumers. However, prospects are
really indispensable but end users are much bigger advocate. Thus, four major ways through
which marketers can come to know that “how Facebook Messenger will pull people towards
organizational goods and services” (Jobber and Ellis-Chadwick, 2012).
First or foremost is “Using the Messenger Auto REPLY” which means that its really
indispensable for creating chat box in order to give instant reply on messenger and get pretty
creative with it. In fact, it’s really very simple to set up auto reply in messenger which is
followed by some specific steps that are discussed as follows-
 Step 1- From the professional page of company, click on settings.
 Step 2- After that click on Messaging.
 Step 3- Switch Yes to Responsive assistant.
 Step 4- Now, custom message will be added.
Thus, by following this process and steps promotional team of an organization can easily
maintain positive relations with customers who help them in expressing information about their
products and services in front of the end users.
Second step is to design an advertisement which helps in beginning the communication in
Facebook Messenger. This creativity is gone through three steps which is described below-
 Step 1- At the time of selecting advertisement in Ads Manager or Power Editor then
marketers needs to select “traffic” as a marketing objective. After setting the
advertisement then representative is going to select messenger as the destination for the
placement of ads (Sargeant and MACQUILLIN, 2016).
 Step 2- Now it’s time for selecting options which are available under headline and text.
However, marketers cannot able to customize their button text but they can able to
customize their messages and then link it to official website in order to bringing them
directly into their messenger applications.
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 Step 3- Preview which is on right will appear on the newsfeeds of audiences and when
they are going to click that ad then that will bring them on their messenger application or
page where customer can message on business page directly.
In fact, Facebook messenger is act as most popular and famous social network in
secondary applications which provides real time interactions with customers and given users
immediate access to the organisation without doing much more efforts. Moreover an
organization can easily maintain positive connections with their customers on the platform of
Facebook.
Third step is that usage of FACEBOOK for maintaining positive customer service. In
July 2016, Facebook messenger is having almost 1 billion active users across the worldwide in
one month. If an organization is currently uses the chat bot of messenger than it become easy for
company for integrating Facebook messenger. Along with this, it will support in enhancing
customer services by meeting them and by offering instant responses.
At last, fourth step is to use Facebook messenger for prospecting which means consist of
necessary information about company, products and services. However, most of the people use
this application for acquiring immediate gratification and responses from marketers which
influence their buying behaviour. Every consumer wanted to communicate with the owners of
business in order to make them understand about their choice and preferences. By this, company
can easily come to know about the choices of customers which helps them while designing
product and get succeeded in seeking attention of final users (Hair and et. al., 2012).
Therefore, all the above steps shows that Facebook is really a very great application for
engaging consumers with them and makes long distance relationship with domestic as well as
foreign clients. Apart from this, marketers of an organization have an opportunity to spend their
time in designing appropriate strategy for Facebook business page in order to maximize
engagement of consumers. For example; company can design their prospects by; having fun, by
asking interesting questions, by posting attractive facts or figures and by being so helpful
because these kind of things can only attract the minds of modern consumers. Instead of this,
there are some other examples which can use by promotional team such as; by showing own
personality, posting pictures of employees whose are working at workplace, involved the
audience by asking questions and make a comfortable place for consumers so that they can
interact with company as well as people who likes the page.
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Methodology used- There are number of methods are identified which are used by
researcher for accumulating necessary data and information associated with subject. But,
qualitative method is used in this article because there is an involvement of large number of
consumers and various final users who likes the page. This shows that number of people are
involved whose are playing major role in collecting data for understanding usefulness of
Facebook messenger.
2nd Article
Aim- 5 paths for converting loyal Freemium and trial consumers into happy paying
customers.
Objective-
 To analyse the ways of influencing buying behaviour of customers.
 To determine the technique of transferring trial consumer to happy paying clients.
Question-
 What are the ways of affecting purchasing decision of customers?
 What are the techniques of transferring trail customers into happy buying users?
Main thesis- Every consumer want to try free samples because converting free users into
paid services are very complex process because convincing to customer is not an easy task.
However, on an average almost 15-20% of free users will change their minds. According to
Ramona Sukhraj, 2017 there is a five steps which helps in converting free trials users into happy
paying are discussed as follows-
Create a Sense of Urgency- First or foremost step shows that marketing team needs to
create an urgent by offering a free trial for limited time period such as; for 14 days because there
must be condition while before buying. In fact, company can only attract the attention of final
consumers by promising them for free experience because it’s an opportunity to make the person
fall in love with selected product and make them rely on it. Thus, after experiencing that
customers will get forced to act accordingly for avoiding a lapse in service which is known as
fear of loss. On the other hand, need to design a free SasS trial and design time limit on it. Some
of the most effective length for begins the planning are; 7 days, 14 days and 30 days (Ramona
Sukhraj, 2017).
Secondly, it’s time for offering a promotion in which an organization needs to have more
subtle way of easing consumers in a paid plan such as; by offering a premium or some special
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promotion in order do so. Apart from this, company can do much more efforts for making more
sweetening deal by added bonus incentives in order to upgrade the paid plan for final users.
Hence, this action make the consumer feel that they are really valuable for them and they
instant act immediately as this offer or premium might available for next time or not. For
example; this job is properly executed by offering new premium offer to the users on their first 3
months of services (Scott, 2015).
In the third step, it’s time for implementing an email drip campaigns which helps in
protecting company by instantly moving free trial consumers down the funnel through
educational and advantageous information. Along with this, Drip campaigns aids in maintaining
name of brand at the top of the users mind. It means, needs to set up a series for following the e-
mails which is sent to the customers periodically. Thus, some of the e-mails which is used by
company for immediate testing of consumers are includes such as;
 Instant message of “Thank you”
 What is the next step by describing how to use the service
 “Checking in”/ requesting for feedbacks
 A discount messages/ Special promotions
 Deadline reminder of trial
Now this time, message is going to optimize when people initially arriving on homepage,
pricing or landing page in order to get aware about the products such as; what is expectation and
what is getting into. Therefore, for minimizing any confusion make that offering and value
preposition must be direct or fully clear ( Berthon and et. al., 2012).
Last but not the least, make the transition more easy by asking the choice of consumers in
order to understand their persona’s shoes and expectation towards organization paid service or
plan. For example, bad consumer service, hiding fees, invalid form of payment. Thus, by
understanding all this, it is essential to go through organizational process for identifying the
hidden barriers for reducing it as soon as possible (Kim and Ko, 2012).
Methodology used- Literature review is used in this article as Ramona Sukhraj have
express her opinion on the method of marketing and showing an appropriate technique of
attaining objectives of promotional team.
3rd Article
Aim- Defining data driven marketing
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Objective-
 To determine the meaning of data driven marketing.
Question-
 Explain the concept of data driven marketing?
Main thesis-
Data driven marketing is a term which means that marketing insights and judgment
which arises from the assessment of necessary information about final users and from customers
only. However, this data might be secondary such as; tracking of online social communications,
web browsing behaviour, internet searching behaviour (Internet access – households and
individuals, Great Britain: 2016) .
Figure 1Internet access – households and individuals, Great Britain: 2016
(Source- Internet access – households and individuals, Great Britain: 2016)
On the other hand, primary data are accumulated directly through surveying consumers.
Mainly, one of the most famous tool for measuring preferences of consumers just for particular
features of goods and services is conjoint analysis. Basically, it’s a questionnaire which is asking
by customers for reacting on various hypothetical products and services which might defined as
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“bundles” of attributes. Additionally, statistical regression assessment then offers numerical
estimates to the value placed by each and very respondent on these attributes. Moreover, these
estimates helps in forecasting market shares towards several hypothetical goods for computing
the premium which is going to charge because of several features in product. As a result, this
will help in maximizing organizational profit level (Social media usage in the United Kingdom
(UK), 2017).
Figure 2Social media usage in the United Kingdom (UK)
(Source- Social media usage in the United Kingdom (UK), 2017)
From the above graphical representation, it has been assessed that internet services are
increasing day by day which helps marketing team for acquiring numerical data from various
sources.
Methodology used- Quantitative data is used for understanding the usage of social media
and internet sources for marketing activities as well as in order to understand the consumer
preferences.
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CONCLUSION
From the above report, it has been understood that marketing is a very broad concept
which is used by an organization for promoting their products and services across the distinct
marketplace. Along with this, three useful articles and journals are used for understanding the
concept in three different ways. Throughout the analysis, it is analysed that number of techniques
are identified at market which is used by companies for maximizing their sales revenue as well
as to perform their marketing activities in much better manner by satisfying the needs and
demands of desired consumers.
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REFERENCES
Books and Journals
Wilson, A and et. al., 2012. Services marketing: Integrating customer focus across the firm (No.
2nd Eu). McGraw Hill.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Sargeant, A. and MACQUILLIN, I., 2016. Marketing for nonprofit organisations. In The
Marketing Book (pp. 555-576). Routledge.
Hair, J.F and et. al., 2012. An assessment of the use of partial least squares structural equation
modeling in marketing research. Journal of the academy of marketing science, 40(3),
pp.414-433.
Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research, 65(10), pp.1480-
1486.
Berthon, P.R and et. al., 2012. Marketing meets Web 2.0, social media, and creative consumers:
Implications for international marketing strategy. Business horizons, 55(3), pp.261-271.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
Online
Angela Myrtetus, 2017. [Online]. Available through<
https://www.impactbnd.com/blog/facebook-messenger-ads >
Ramona Sukhraj, 2017. [Online]. Available throughhttps://www.impactbnd.com/blog/5-ways-to-
convert-your-loyal-freemium-users-into-happy-paying-customers .
Internet access – households and individuals, Great Britain: 2016. [Online]. Available
through
<https://www.ons.gov.uk/peoplepopulationandcommunity/householdcharacteristics/
homeinternetandsocialmediausage/bulletins/internetaccesshouseholdsandindividuals/
2016 .
Social media usage in the United Kingdom (UK), 2017. [Online]. Available
throughhttps://www.statista.com/topics/3236/social-media-usage-in-the-uk/ .
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