toshiba: leading innovation - 2016 digital marketing strategy
TRANSCRIPT
![Page 1: Toshiba: Leading Innovation - 2016 Digital Marketing Strategy](https://reader035.vdocuments.mx/reader035/viewer/2022062905/586f7b361a28ab10258b7721/html5/thumbnails/1.jpg)
2016 Digital Marketing Strategy
James Sullivan
![Page 2: Toshiba: Leading Innovation - 2016 Digital Marketing Strategy](https://reader035.vdocuments.mx/reader035/viewer/2022062905/586f7b361a28ab10258b7721/html5/thumbnails/2.jpg)
CURRENT DIGITAL STRATEGY
• Toshiba currently displays a full array of digital marketing strategies:• Social Media• Mobile• Inbound Marketing• Online/SEO
BUT… There are things to be worked on.
![Page 3: Toshiba: Leading Innovation - 2016 Digital Marketing Strategy](https://reader035.vdocuments.mx/reader035/viewer/2022062905/586f7b361a28ab10258b7721/html5/thumbnails/3.jpg)
WHAT WE WANT TO IMPROVE UPON
•Social Media• Inbound Marketing•Mobile Strategy
![Page 4: Toshiba: Leading Innovation - 2016 Digital Marketing Strategy](https://reader035.vdocuments.mx/reader035/viewer/2022062905/586f7b361a28ab10258b7721/html5/thumbnails/4.jpg)
SOCIAL
• Currently, Toshiba operates on Twitter, Facebook, YouTube, and Google+
• However:• Consumer engagement is low• Minimal effort is put into original, engaging, consumer-friendly posts
• We want to change this by:• Posting creative, original, engaging content every day• Vary posts between the different social platforms• Take a customer service approach
![Page 5: Toshiba: Leading Innovation - 2016 Digital Marketing Strategy](https://reader035.vdocuments.mx/reader035/viewer/2022062905/586f7b361a28ab10258b7721/html5/thumbnails/5.jpg)
SOCIAL
• Example:• On this particular post, there were only
6 likes out of over 1.5 million people that like the Toshiba Page
• ULTIMATE GOAL• To increase the amount of likes and
comments by having engaging and original posts, as well as respond to those who do comment on the post.
![Page 6: Toshiba: Leading Innovation - 2016 Digital Marketing Strategy](https://reader035.vdocuments.mx/reader035/viewer/2022062905/586f7b361a28ab10258b7721/html5/thumbnails/6.jpg)
INBOUND MARKETING PLAN
• Currently, this area of Toshiba’s digital marketing strategy is very weak:• No email marketing strategy• Zero blogs to website• Original content is lacking
• Suggest developing original content to integrate content marketing as well as social media. This will also help SEO.
![Page 7: Toshiba: Leading Innovation - 2016 Digital Marketing Strategy](https://reader035.vdocuments.mx/reader035/viewer/2022062905/586f7b361a28ab10258b7721/html5/thumbnails/7.jpg)
ORIGINAL CONTENT
• This area is particularly huge for the inbound marketing strategy• Having original blogs that are uploaded to the website every 1-2
weeks will draw people to the website more often and improve SEO scores
• Original content also integrates social media, helping consumers to be more engaged with the brand as a whole.
• The goal is to keep consumers engaged before, during, and after they visit the website.
![Page 8: Toshiba: Leading Innovation - 2016 Digital Marketing Strategy](https://reader035.vdocuments.mx/reader035/viewer/2022062905/586f7b361a28ab10258b7721/html5/thumbnails/8.jpg)
MOBILE STRATEGY
• Currently:• Website is not fully mobile-friendly – only the
homepage is.• Somewhat of a lacking presence in the mobile
application area, but this isn’t as large of an issue.• With such a huge movement in consumers doing
everything mobile, a mobile-friendly website is extremely important.
• The goal is to make the entire Toshiba website mobile-friendly so that consumers can easily navigate throughout from their mobile devices.
![Page 9: Toshiba: Leading Innovation - 2016 Digital Marketing Strategy](https://reader035.vdocuments.mx/reader035/viewer/2022062905/586f7b361a28ab10258b7721/html5/thumbnails/9.jpg)
BUDGET
• Extra effort in the social media, making website completely mobile-friendly, this can run anywhere from $1,000 to $7,500 per month.
• Production of the website will make it more expensive.
• To keep things maintained and updated, this will run nearly $100 per hour for most places.
• This may seem pricey, but for a large corporation like Toshiba, this won’t take up a huge percentage of their marketing budget.
• The return on investment will increase dramatically with more people visiting the website and engaging with the brand.
![Page 10: Toshiba: Leading Innovation - 2016 Digital Marketing Strategy](https://reader035.vdocuments.mx/reader035/viewer/2022062905/586f7b361a28ab10258b7721/html5/thumbnails/10.jpg)
SUMMARY
• Social Media• Original content throughout all social channels• Engaging, creative posts that allow consumers to be active
on pages• Link back to mobile-friendly website.
• Inbound Marketing• Original Content• Blog posts every 1-2 weeks
• Mobile Strategy• Make the Toshiba website completely mobile-friendly