Marketing Management: My Valuer's Digital Marketing Strategy Analysis

This report evaluates My Valuer's current digital marketing strategy, focusing on the 4E framework (Experience, Engage) within the context of the New Zealand property market. It analyzes how My Valuer utilizes social media platforms like Twitter and Facebook to disseminate information about new properties and engage with customers. The report recommends a marketing strategy for each element of the 4E framework, justifying the selection of social media as the primary digital platform. It outlines a timeline for the proposed marketing strategy, considering My Valuer's growth, positioning, and target customer base. The analysis covers how My Valuer leverages videos, customer reviews, and social media engagement to enhance customer experience and foster interaction. The report concludes by highlighting My Valuer's success in the New Zealand market and its strategy for targeting both existing and potential customers.

Running Head: Marketing 1
Marketing Management

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ASSIGNMENT 2
(i) Evaluate My Valuer, New Zealand current digital marketing strategy using
the 4E framework: Experience and Engage
While undertaking a look towards My Valuer and evaluating the 4E framework
effectiveness for the social media, it was quickly analysed that the organization is expanding
in its field. Through disseminating the news about what new in the property market, My
Valuer quickly inform their customers about the new offering or products and how the same
work with “what’s new.” Among the new products it’s entirely exists on customers to live the
experience and get a property in new areas with modern facilities. For the one, who select
live experience, they mostly get engaged. My Valuer quickly reaches out to people, as they
move towards new information and accordingly update their customers. These customers are
interested in the advancement of services or products whether it’s the case of new home
features (Ries, 2003).
My Valuer engage their customers in their new technologies, which is mainly planned
to produce with the help of social media. Twitter and Facebook is the right place for the
complete world to view what is actually about taking on the market. With the reduction in the
usage of television, because the new generation is moving towards Hulu, Netflix, and
Amazon Streaming to attain the instant gratification, this situation happened when the
generation stopped watching the commercials, or either they wait for the scheduled time of
their favourite shows. That’s the reason; social applications are working best in spreading the
news of property market (Grewal, 2016).
(ii) Recommend a marketing strategy for each element of the 4E framework, justify
your selected digital platform for each individual element according to desired growth

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of your organisation and positioning and the target customer. Plan and provide a
timeline of your marketing strategy
My Valuer encompasses the complete 4E framework with experience, and
engagements. My Valuer tries to engage their customers through their products and by
capturing the events and images that are record-breaking. My Valuer also seeks to engage
their customers by sharing the property information via short content or by videos about the
products or new investment options. To experience the brand, it is good to view the YouTube
videos and attain the information without My Valuer can in sight. My Valuer marketing
depends on various websites, newspapers, messages, as they can push the envelope and post
unique content of the brand. (Hoskisson, Michael, Duane & Harrison, 2012).
Social media is the selected digital platform of My Valuer, who refers to the content
that is distributed with the help of mobile and online technologies, to facilitate the
interpersonal communication.
The 4E framework covers, assisting customers in experiencing the products and
providing them with an opportunity to get involved with the social network. Within the
elements of the 4E framework, social media is mainly applicable to get engage with
customers. As per 4E framework of social media and in attempting to engage with the
customers, My Valuer spends their time in explaining the advantages and product features,
and they also initiate the customers to provide them with feedback.
Experience customers- through this element My Valuer impart an opportunity, through which
customers can easily understand the company and the same is done through videos, test trails,
and customer review (Armstrong, Adam, Deneize & Kotler, 2014). Potential customers visit
the stores or websites, in this manner marketer holds an opportunity to provide best
experience to customers about the provided deals and benefits, along with value proposition.

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Engage customers- My Valuer engages the customers through their new offers and invite
them to visit the places. My Valuer actively makes use of social media such as Google+ and
Facebook for communicating the new deals and offers, which can attract the customers
towards the property.
Growth- Currently, My Valuer is very popular in New Zealand and has successfully grabbed
many customers. They offer various products to their customers like office buildings,
restaurants, houses, along with various other facilities inside the townships like sports,
relaxation, tours, etc. My Valuer also promote their products through their events which
support them in driving the digital and physical engagement (Kluyver, 2010).
Positioning- the company position itself as the top property Valuer and offer best rates to
their customers (Sharp, 2010).
Targeting- My Valuer target at the residents of New Zealand as their customers. Along with
them they also focus on customers interested in getting the commercial property. My Valuer
captures the social media channels through their graphics as well as copywriting post, which
is liked by audiences. In this way, they communicate their message to the public.
Marketing Strategy timeline:
April May June July August September October November December
Print Media
Magazines
Outdoor
Billboards
Promotion
Video
Events
Online advertising

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References
Armstrong, G., Adam, S., Deneize, S., & Kotler, P. (2014). Principles of Marketing. Pearson
Australia
Grewal, D. (2016). Marketing (5th ed.). New York, NY: McGraw.
Hoskisson, R. E., Michael, A., Duane, H. R., & Harrison, J. S. (2012). Competing for
Advantage. Cengage Learning
Kluyver, C. D. (2010). Fundamentals of Global Strategy: A Business Model Approach.
Business Expert Press
Ries. (2003). Positioning: The Battle For Your Mind. McGraw-Hill Education (India) Pvt
Limited
Sharp, B. (2010). How Brands Grow: What Marketers Don't Know? OUP Australia & New
Zealand