Identify a company that advertises on television, the Internet and a print medium
Identify a company that advertises on television, the Internet and a print medium.What is their target market? (justify this answer)
Telstra is increasingly focusing on connecting and committing to current cultural shifts in order to respond to its customers. Browsing through their specific mediums and platforms it is obvious that Telstra are strongly targeting to customers who either have increased calls/month or who use excessive data/month and who like to keep up with the mobile phone trends. Telstra’s approach is significant as it allows the user to decide on options of choosing either the extra data or the extra calls and having the ability to change their phones when new ones are released. The choice is left to them by selecting the new plan and the new phone. It is a way of receiving Telstra customer benefits and avoiding any additional charges or disappointments.
- What Internet specific platforms are used? (e.g. social media, website, blogs etc).
Telstra has used various forms of platforms in order to reach out to existing and new customers. These include:
- Social media platforms such as Facebook, Instagram, Twitter, Flickr and Pinterest
- Their website has separate sections for corporate and personal users. Features include; live chat through their website, Twitter, Facebook and Crowd Support Forum (Q&A).
- Blogs
- Google+
- Campaigns are released on TV, online; YouTube, product video placement on third party sites.
- Traditional and non-internet platforms; press releases, outdoor billboards and digital advertising banners on the streets, within shopping centres and video placement on third party sites.
- Is the organization following the integrated marketing communication (IMC) concept across these marketing platforms? Explain.
The integrated marketing communication is a significant application businesses need to consider when sending out useful and effective messages. It reaches out to the target market via traditional and non-traditional marketing channels. Telstra has been able to do so by incorporating successful activities between the content, users and communication technologies. Examples of direct marketing; catalogues, telemarketing, shopping centres and direct mail and through the use of the internet. All these various forms of marketing has been targeted to either corporate sector or to personal users’. Telstra’s campaigns such as ‘The Future is For Everyone’ #countmein, ‘Telstra Taxi Upgrade’ and the ability for customers to share their experiences via social media platforms by hash tagging #sharethefeeling, #thanksthursday. All these activities encourages their customers to engage in what they’re trying to do, that is to reach out to not only existing customers but to new customers and showing others the significance of being a Telstra customer and being able to be heard and reached. It isn’t just a two way approach between the TV ad and the customer it is an on-going connection between the company, the customer and the products/services.
Telstra listens and engages with their target market as they allow their customers to share their experiences, to voice their opinions and creating a community in order to feel part of the brand.
- Provide suggestions of how this company could improve their marketing (focusing specifically on e-marketing).
Answer preview:Identify a company that advertises on television, the Internet and a print medium
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