MKT302 Digital Marketing: Developing a Strategy for Nokia - Portfolio

This report examines the reasons behind Nokia's unsuccessful digital marketing efforts, citing a lack of focus, strategy, planning, and flexibility. It identifies the target customer base and proposes a revitalized digital marketing strategy centered around Facebook, Instagram, and Twitter. The report details how each platform can be implemented, incorporating relevant marketing theories to enhance customer engagement and brand growth. Recommendations focus on creating unique and engaging ad content and hiring professionals to manage the brand's online presence, aiming to regain Nokia's market position. Desklib offers similar solved assignments and past papers for students.

digital marketing

Table of Contents
Introduction.................................................................................................................................................2
Reasons for failure in digital marketing.......................................................................................................2
Target customer of the brand.......................................................................................................................3
Implementation of Facebook...................................................................................................................3
Implementation of Instagram...................................................................................................................4
Implementation of Twitter.......................................................................................................................5
Recommendation and Conclusion...............................................................................................................7
References...................................................................................................................................................8

Introduction
The paper will provide the reason for the failure of Nokia in digital marketing and gives an idea
of implementation of Facebook, Instagram, and Twitter that influences the customer for buying
their products apart from the other brand.
Reasons for failure in digital marketing
Lack of focus
The main reasons of failure of the Nokia mobile in the digital marketing technology is the
absence of innovation that lack proper focus on the customer. The Nokia mobile does not made
as per the customer choice and thus it does not attract the customer for purchasing this phone and
hence this one of the reason of failure of this Nokia product in digital marketing technologies.
Lack of strategy
The digital marketing strategy helps the users to fulfill their needs. As per the marketing strategy
the mobile should focus on the contents and keywords while social media focuses on consumer
trend and engagement but due to the lack of proper study the Nokia mobile does not focus on the
consumer needs and hence they failed in digital marketing procedure.
Absence of proper planning
A digital marketing must be made on the basis of a single goal. A single digital marketing
strategy can increase the growth of the mobile in the market. The Nokia mobile does not
innovated any newer technology that attracts the consumer for purchasing the product and due to
lack of proper future planning the mobile became failed in the digital marketing procedure.
Absence of strategic approach
The digital marketing strategy of Nokia mobile failed due to absence of strategy as the
organization try to fulfill everything in a one chance. The mobile has been advertise through
social media and by websites to gain the attraction of the people but due to lack of proper
technology the mobile not satisfies the need of the customer. Although the company uses offline
strategies for selling the phone but it also causes failure for attracting the customer. All this

strategy are not attracted by the customer as thus the mobile become failed in the digital
marketing process.
Rigidity in selling the mobile
Digital marketing environment is more flexible than the usual business environment. With the
help of digital media the business can spread from one place to another. Rigid strategies are not
helpful for spreading the business through digital marketing. This happens to the Nokia mobile
as the features present in that mobile are not so flexible than the other brand and hence it lacks
attention of the customer. Thus the mobile become failure in the digital marketing procedure and
this affects the growth of the business in the market.
Failure in the time frame
According to the time frame the needs of the consumer changes and with the help of digital
marketing technologies this gap can be reduced. The Nokia mobile does not so much user
friendly as the other mobile have and they are unable to predict the time frame with the help of
digital technologies and hence it one of the reason of failure of this mobile in the market.
Target customer of the brand
In the present world not only the elder consumer group are interested in smartphones even the
children are also interested in a smartphone as the technologies used in the phone are quite
attracted to them. So the Nokia company main strategy is to target both male and female ranging
in age from 22 to 50 because marketing strategy has revealed that most of the sales occur from
this group of age (Kurikka, Kolehmainen, and Sotarauta, 2017). Moreover the company also
targeted the people in the age from 25 to 35 as they are most of businessman or workers and they
uses this mobile due to the brand name (Temeltaş, 2017). The company also targeted the
businessman who wanted to use windows operating system apart from the android one and for
this proper marketing strategy should be made. While traveling it is comfortable for the working
or business person to operate the data in the Windows operating system rather than in android
system so by using the Nokia mobile the data can be operated easily. Although carrying a mobile
is quite easy than a laptop. So the company main focus on these group of people for increasing
their growth in the market. Actually, the technology and features are not so much upgraded in the

mobile so the company should focuses on the innovation and introduce new technologies so that
the people are more attracted of purchasing this product from the market.
Implementation of Facebook
Facebook is considered as a platform for social media where a business can advertise their
strategy in front of the customer so that it accepted by the customer as well the business growth
increases. Thus this facebook page is necessary for making the Nokia mobile growth successful
in the market. Due to this the management team will create a facebook page where the goals of
the mobile have described properly that includes the quality, growth and the price of the product
(Alibage, 2017). It is seen that demographics is one of the marketing strategies to promote a
business on Facebook so creating proper post and blogs about the mobile improves the growth of
the mobile as well as the business gets profited by this strategy. For increasing the growth of
Nokia the Game theory of digital marketing should use. This theory depends on the
mathematical concept that helps to influence the consumer towards the product. According to
this theory, the marketing strategy will be that it gives an idea of the benefits of the product
which attracts the customer to purchase the Nokia mobile apart from the other mobile. By using
this theory the business growth of the mobile should increase in the coming days.

Implementation of Instagram
Social media marketing strategy is one of the factors that increase the growth of the Nokia
mobile in the market. For this Instagram is chosen as a media for improving the business of

Nokia. Present marketing strategy has seen that 58% of people are more engaged to Instagram
than Facebook. Thus the management team will make an Instagram page of Nokia where they
give proper pictures of the phones and their uses individually (Laamanen, Lamberg, and Vaara,
2016). A content line should be made related to the phone that attracts the customer to buy the
product from the company. The theory that mainly used in this case is the Network theory of
digital marketing. In this theory, the organization studied the nature of the people and makes the
page of the social platform as per their choice. Before the implementation of the theory, a proper
analysis should be done on the influential behavior of the person that helps the organization to
make their social platform page on that basis and by this way the organization should attract the
customers to buy their phones.

Implementation of Twitter
Twitter is the social platform where people can directly engage with the company sites and can
know each and every detail about the mobile as well as the services offered by the company. For
promoting the Nokia mobile on the social platform a twitter page has made where the people can
directly engage with the staffs and members of the company to get an idea about the products
quality and price and along with this video tweets also helps the brand to get more to the
customer (Ciesielska, 2017). For this reason, the Collective theory of digital marketing is used
where the project has been described through a small and individuals section and that helps the
person to gain a proper knowledge about the Nokia phone they want to purchase.

Recommendation and Conclusion
It is to be recommended that ads on Facebook are designed in such a way that it attracts the
customer to know about the product quality and price. The page should be different and unique
so that it attracts the customer. Along with this, a professional should be hired that will manage
all the post of the brand and make the page unique which attract the customers.
It is concluded that the Nokia faces many challenges in their market growth and thus proper
marketing should be done for getting the position back in the market.

References
Alibage, A., (2017). Nokia’s Smartphones: What Happened, and What Possibly Happens? A
Review of Nokia’s Strategic Management of Technology Prior to 2014, and an Analysis of the
Current and Future Situations.
Aspara, J., Lamberg, J.A., and Tikkanen, H., (2015). Behavioral Cycles Leading to the
Divestment of Previous Core Businesses. In Academy of Management Proceedings (Vol. 2015,
No. 1, p. 18106). Briarcliff Manor, NY 10510: Academy of Management.
Ciesielska, M., (2017). Nokia on the slope: The failure of a hybrid open/closed source
model. The International Journal of Entrepreneurship and Innovation, p.1465750317742843.
Kurikka, H., Kolehmainen, J. and Sotarauta, M., (2017). Path development and constructed
regional resilience: The case of the Nokia-led ICT industry in Tampere.
Laamanen, T., Lamberg, J.A., and Vaara, E., (2016). Explanations of success and failure in
management learning: What can we learn from Nokia’s rise and fall?. Academy of Management
Learning & Education, 15(1), pp.2-25.
Majava, J. and Isoherranen, V., (2016), December. Excellence in integrating care into the
product development process: A case study of Nokia. In Industrial Engineering and Engineering
Management (IEEM), 2016 IEEE International Conference on (pp. 1131-1135). IEEE.
Suominen, A., Hyrynsalmi, S., Seppänen, M., Still, K. and Aarikka-Stenroos, L., (2017).
Software start-up failure: An exploratory study on the impact of investment. In Proceedings of
International Workshop on Software Ecosystems (pp. 55-64).
Temeltaş, H., (2017). Collaboration and exchange between “Craftsman” and “Designer”:
Symbiosis towards Product Innovation. The Design Journal, 20(sup1), pp.S3713-S3723.