MKT302 - Motorola's Digital Marketing Strategy: A Detailed Portfolio

This portfolio assesses Motorola's digital marketing strategy, highlighting reasons for past failures such as lack of research, unoriginal content, and poor networking. It identifies target customers and proposes a revitalized digital marketing approach using Facebook, Instagram, and Twitter. The strategy incorporates theoretical models like AIDA and DAGMAR, along with practical visualizations of social media content, aiming to improve customer engagement and brand reach. This analysis provides actionable insights for enhancing Motorola's digital presence and market performance. Desklib provides students access to similar past papers and solved assignments.

RUNNING HEAD: Digital Marketing 0
Motorola
Digital Marketing

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Contents
Introduction................................................................................................................................2
Company’s failure in digital marketing strategy........................................................................2
Target customers........................................................................................................................3
Digital marketing strategy..........................................................................................................5
Facebook.................................................................................................................................5
Instagram................................................................................................................................7
Twitter....................................................................................................................................8
Conclusion................................................................................................................................10
References................................................................................................................................12

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Introduction
Motorola was established in 1928. It was an American multinational telecommunication
company. In 2011 the company split into two companies, Motorola Mobility and Motorola
Solutions. The headquarters of both companies are located in Schaumburg, Illinois. The
company primarily manufactured smartphones and other mobile devices. Digital marketing
means the use of internet and other means of digital media and technology to support modern
marketing. The digital marketing includes internet media such as emails, Facebook, website
and more. It helps the company to achieve goals by using online marketing. It is also a plan
of action to achieve the desired goal. This report includes a digital marketing strategy for
Motorola. The reasons have been explained why Motorola was unsuccessful in it’s digital
marketing strategy. The target customers of the company have been defined to whom it is
trying to appeal. The reasons have been explained of company’s failure in meeting the
demand of target customers digitally. Further Facebook, Instagram and YouTube have been
implemented into the digital marketing strategy of the company. Finally, the visualization of
all three social media has been given to support marketing.
Company’s failure in digital marketing strategy
The reason for company’s unsuccessful in digital market strategy is that it did not use social
media platforms like Facebook, Instagram, and YouTube. Similarly, the strategies which
were used by the company did not have a set goal. It resulted in wastage of resources and
time. It was also one of the reasons for company’s unsuccessful in digital marketing strategy
that it tries to fulfill everything at once (Hassan, Nadzim & Shiratuddin, 2015). It should
notice that digital marketing strategies require a call to action and results which can be
measured. The reasons for company’s unsuccessful in it’s digital marketing strategy are:
Lack of research
The digital marketing strategy is focused on customers. The company is required to focus
more on the audience, their needs, wants, and luxury. The lack of research resulted in losing
customer’s interest. It was not able to provide customers what was wanted by them. It could
not focus on users trend.
No promoting content

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There was no promoting content available by the company on the website. The content
available was not successful in promoting the company (Leeflang, Verhoef, Dahlström &
Freundt, 2014). The company needed to distribute and promote it with fervor and
commitment. The company was not familiar with the strategies to increase content reach.
Lack of originality
Most of the content is unoriginal. It is not sufficient to get people on the website. It is strong
enough to get people to take action. It is the original stuff which can get people to come back
on your website. The company intended to get ideas and topics from competitors. This is the
reason Motorola lost in this segment.
No networking
There was lack of network in the digital marketing of Motorola. The company focused less
on building relationships. The efforts of relationship building efforts comprise clients, leaders
of the field, top publishers and people from the same field (Tiago & Veríssimo, 2014). The
network is a key to create interesting marketing content, meeting new people, intensifying
reach and winning business (Stephen, 2016).
Lack of commitment
The lack of commitment is also a major reason for the failure of digital marketing. The
company needed to read and understand reviews. The reviews could help the company to
make changes and more commitment towards customers.
Target customers
The target customers for Motorola were meant for the people who are interested in own
smartphones. The company is trying to appeal a wide range of customers ranging from the
20s or 50s and as long as the person has the ability to purchase and use the product. The
company mainly targets:
Teenagers to early adults (14-25): This age group is seen more passionate towards purchasing
mobile phones. These customers have the ability to purchase any model of the company.
Adults (26-50): This target group specifies the large portion of company’s mobile phones.
They have the most ability to purchase products. This segment mainly purchases medium to
high range products.

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It is the biggest challenge for Motorola to meet needs of the target customers who are most
likely to become customers of the company. The company was not successful in meeting the
demand of customers due to some reasons. Out of these reasons one reason is the company
did not acknowledge a specific target audience. It is important to understand and define the
target customers. The company was not able to identify the people and could not create
marketing campaigns to speak with them directly (Ashley & Tuten, 2015). The other reason
recognized is a wrong criterion to identify customers to who company wants to reach. The
speed of service is essential to customers. The company was not successful in reverting
customers within the quick response time. In addition to the speedy service, the customers
expect availability. The company was also not able to provide 24/7 website (Killian &
McManus, 2015). There are some demographic factors which were not considered by the
company such as age, gender, and geography to refine the best recipients of mobile phones.

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Digital marketing strategy
There is a number of methods of digital marketing strategy such as social media.
Facebook
Facebook is a platform which allows users to engage in social interaction. The customers can
interact with company and company can respond customers. The presence of social media
like Facebook helps the company to advocate brand and to engage and learn about customers.
It is appropriate for Motorola to be on social media as it can take the most advantage of it
(Järvinen & Karjaluoto, 2015). The company is required to update it’s content regularly on
Facebook to maintain the interest of customers. It puts a positive impact on customers. The
company is also required to respond to questions and comments of customers promptly. The
marketing automation is used at the Facebook platform to determine which stage customers
are and use the information to make the decision to purchase products. The AIDA approach
can help Motorola to grab the attention of people and can take people through content to the
point that they take action to purchase products of the company.

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Instagram
It is important for the company to be on social media like Instagram. It shows the plan of the
company and what it is trying to achieve. It includes the details of the company and the most
recent updates. Making a right move on social media can have a significant impact on
customers and more chances of leading in the market (Kannan, 2017). On the other hand, it is
noticed that people nowadays are more interested in using Instagram. It also helps the
company to target customers. So Motorola can make use of Instagram in it’s digital
marketing strategy for more effective marketing (Alkhowaiter, 2016). The DAGMAR model
was useful for Instagram which measured the result of an advertisement campaign. This
model was successful in guiding customers through four phases, awareness, comprehension,
conviction and action. This model undertakes a high involvement and ‘learn free to do’
hierarchy (Patti, Hartley, Van Dessel & Baack, 2017).

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Twitter
Motorola can include Twitter in it’s marketing strategy. The company can get opportunities
to attain a place in the market. As the technology has become complex it is important to have
a good strategy. Twitter creates positive reviews by tweets and increases the number of

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customers online. It provides better research to customers (Aladwani, 2015). It is a cheap
means to establish a presence. The company can communicate a large amount of information
at lower costs. The consumers can also interact with each other consumers by using digital
platforms. The customers have great access to the information online and the company can
take advantage of it. Twitter is an effective campaign of digital marketing. It uses content
marketing and aims to achieve the specific objective of the company. The DRIP model
showed positive results to company. Twitter used this model to launch a new model. DRIP
stands for Difference, Reinforce, Inform and persuade. The approach helped in differentiating
product of Motorola and reinforced message of brand (Hidalgo, 2015). Further it made
people aware about the product of company and persuade audience to purchase the product.
Twitter influences someone to take action and is the ultimate objective of the company.

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Conclusion
The digital market strategy of a company engages with customers and allows them to interact
with the company. It has been observed that Motorola was unsuccessful due to it’s digital

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marketing strategies. It is because the strategy had no promoting content, lack of research and
networking. The role of social media in the digital marketing strategy has been defined.
Motorola can implement digital marketing strategies such as Facebook, Instagram, and
Twitter to conduct operations more smoothly.

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References
Aladwani, A.M., 2015. Facilitators, characteristics, and impacts of Twitter use: Theoretical
analysis and empirical illustration. International Journal of Information Management, 35(1),
pp.15-25.
Alkhowaiter, W., 2016, September. The power of instagram in building small businesses.
In Conference on e-Business, e-Services and e-Society (pp. 59-64). Springer, Cham.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N., 2015. Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, pp.262-
269.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
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.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions
for marketing in a digital era. European management journal, 32(1), pp.1-12.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Hidalgo, C., 2015. Demand Process Glossary. In Driving Demand (pp. 183-189). Palgrave
Macmillan, New York.

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Patti, C.H., Hartley, S.W., Van Dessel, M.M. and Baack, D.W., 2017. Improving integrated
marketing communications practices: A comparison of objectives and results. Journal of
Marketing communications, 23(4), pp.351-370.