MRKT19036 - Marketing of Service Products: Telstra Recommendations

This essay analyzes Telstra's marketing strategies, focusing on the application of research findings to improve its social media presence and customer engagement. The essay examines the challenges Telstra faces in the global market and recommends a content development strategy through social media, particularly Facebook, to enhance brand popularity and manage customer expectations. It emphasizes the importance of psychological motivation theory in understanding customer consumption trends and the use of the multilevel Poisson model for managing corporate-level existence. Furthermore, the essay suggests sharing corporate brand names, focusing on customer engagement through promotional messages, and making content more specific to attract the target market. The analysis is based on the research article "Evaluating Facebook brand content popularity for service versus goods offerings" by Swani and Milne (2017), with recommendations for Telstra to strengthen its position in the competitive business environment.

Running head: MARKETING OF SERVICE PRODUCTS
MARKETING OF SERVICE PRODUCTS
Name of the student
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Examining the challenges faced by Telstra, it can be recommended that in order to ensure
its strong existence in the global platform, content development strategy through social media
can be beneficial for the company. In term of shaping standard promotional activities, it can be
recommended that by encouraging the marketing discipline through the social media, market
popularity can be ensured. Social media use has become the important contributor in the strategic
implementation process in different organization (Antoniadis, Paltsoglou & Patoulidis, 2019).
Due to changing marketing trends, unique brand content of Telstra can help in increasing the
popularity of the company. In the article, it has been identified that among all the social media
platforms, Facebook is the most important social media site which has huge customer base. In
the current marketing trend, Facebook is being considered as the important platform for
introducing brand content to the large customer segment (Swani & Milne, 2017). By effectively
encouraging the marketing discipline, Facebook has aimed to encourage cultural capabilities of
the brand. It has been identified that developing the strong brand relationship, it can be easier for
the company to manage customer perceived risks that can help to shape the expectations of the
customers. The social media marketing strategies help the organizations to identify the
implementation gap between service VS goods (Swani & Milne, 2017). Based on the likes and
comments of Facebook, the popularity of organizations can get identified. It is true that
depending on the target market of the company, brand content is being developed (Swani &
Milne, 2017). Therefore, adopting content based promotional strategy, Telstra can be able to
manage the standard brand relationship.
Secondly, implementing the psychological motivation theory, Telstra can be able to
identify the changing consumption trends of the customers. It has been identified that due to

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increasing competition in the market, promoting creative marketing practices has become
necessary for ensuring sustainable position in the competitive business environment. In the
article, psychological motivation theory has been introduced that helps to introduce how the
consumption process gets influenced based on the social media contents. Purchasing behavior of
the customers gets influenced based on the post popularity of the organization in the market
(Swani & Milne, 2017). In the good and service firms, content development strategies have got
developed based on the psychological motivation theory (Swani & Milne, 2017). Social media
sites are playing an important role for increasing customer benefits towards the growth process in
the company. By continuing this the article has also shed light on the significant impact of social
media content strategies and those impact on increasing the brand popularity.Different
messaging strategies get influenced based on the message appeals, vividness and uses of
branding. It has been identified that in the service marketing sector, the interrelationship between
popularity metrics and Facebook brand post content can bring significant impact on generating
the customer engagement in the workplace (Swani & Milne, 2017). Analyzing the situation of
Telstra, it can be suggested that adopting the psychological motivation theory in its marketing
practices, it can be easier for Telstra to add more creativity in its marketing content.
Thirdly, it can be suggested that implication of multilevel Poisson model can ensure the
strong existence of Telstra in the global market. Motivating the purchasing behavior of the
customer is important for gaining high profitability rate. In this article, the author has mentioned
about the significant impact of multilevel Poisson model for managing the corporate level
existence of the company. With the effective implication of this model, marketing variables can
get properly exposed (Swani & Milne, 2017). Individual Facebook post will get the time
exposure due to the effective implication of this model. In order to motivate purchasing behavior

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of the customers, sharing content on the social media platform, Telstra can be able to measure its
popularity in the virtual world. In order to analyze the emotional appeal of the customers, this
strategy can bring effective impact generating higher like and comments in the social media site.
Using the emotional appeal strategy, it can be easier for the company to manage the deeper
engagement of the customers. Managing the brand post exposure as well as ensuring the
engagement of broader audience, proper understanding of social media content strategy can help
to deal with the emerging market situation (Swani & Milne, 2017). By satisfying the emotional
needs of the customers, Telstra can be able to provide positive experience to the customers.
Fourthly, it can be suggested that sharing corporate brand names, it can be easier for
Telstra to generating high responds in the market. It is true that in case of improving the content,
the company needs to focus on making it more specific. Due to availability of generalized
contents on the internet, lack of uniqueness in the contents, satisfying the needs of the customers
has become tough for Telstra. On the other hand, it is also true that not only the services but also
highlighting the brand names can help to drag the attention of potential target market. Using
corporate brand names in case of sharing social media messages can help to generate the higher
numbers of likes and comments. Using corporate names, it can be easier for motivating the brand
message. In case of Telstra, it can be recommended that ensuring its strong position on the
internet, sharing WOM through the brand posts can be beneficial. Ensuring higher rate of
subscribers, emotional appeals of the customers’ need to be highlighted (Batova & Andersen,
2016). Rather than generalizing the marketing content, making it specific, Telstra can be able to
grab attention of large numbers of customers.
Fifthly, Telstra should focus on ensuring customer engagement through the promotional
message. Although social media platforms have introduced various business opportunities for

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Telstra in the market, however, it is also true that changing marketing trend has transformed the
marketing aim from promotion to customer engagement. In this case, the Telstra should not only
focus on promoting the products in the market, but also it should aim to focus ensuring
engagement of the customers in growth process. It has been identified that rather than good
messages, service messages bring significant impact on the case of generating higher responds
(Swani & Milne, 2017). In case of Facebook, there are two mode of communication like and
comment. In case of measuring the popularity of the company, numbers of comments can help to
analyze its potential customers. With this strategy, Telstra can also be able to ensure its unique
identity in the market. In order to improve the marketing strategy rather than promoting product
in the market the company needs to focus on ensuring the customer engagement through
different social media platforms (Swani & Milne, 2017). Depending on this strategy it can be
easier for the company to identify the gap between popularity metrics and social media viewers.
In case of Telstra, it has been recommended that, in order to introduce its unique image on the
market, the unique content development strategy can help the company to ensure its customer
engagement.

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Reference list
Antoniadis, I., Paltsoglou, S., & Patoulidis, V. (2019). Post popularity and reactions in retail
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Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
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Banerjee, S., & Chua, A. Y. (2019). Identifying the antecedents of posts’ popularity on Facebook
Fan Pages. Journal of Brand Management, 1-13.
Batova, T., & Andersen, R. (2016). Introduction to the special issue: Content strategy—A
unifying vision. IEEE Transactions on Professional Communication, 59(1), 2-6.
do Rêgo Balio, S. M. (2017). A Content Marketing Framework to analyze Customer
Engagement on Social Media: a digital analysis of the case Explicas-me.
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%E2%80%99s-social-media-community-managers/ [Accessed on 31st Aug, 2019]
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Using Facebook Fan Pages. Interfaces, 48(2), 166-175.
Newton, K., & Riggs, M. J. (2016). Everybody's talking but who's listening? Hearing the user's
voice above the noise, with content strategy and design thinking.
Swani, K., & Milne, G. R. (2017). Evaluating Facebook brand content popularity for service
versus goods offerings. Journal of Business Research, 79, 123-133.

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Swani, K., Milne, G. R., & Miller, E. G. (2019). Social media services branding: The use of
corporate brand names. Journal of Business Research.