Marketing Strategy and Marketing Chapter

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Marketing Strategy

Hello Michelle,

This email is to flesh out some of the ideas we spoke about briefly regarding the marketing strategy for Mobile Manufacturing, Inc. As we previously discussed, there are two types of tools that are dominant throughout the marketing industry at this point in time. The first of these pertains to the digital medium and relies upon the internet, online communication, and mobile technologies. There is a considerable amount of media hype surrounding the efficacy of this approach as you are probably well aware of (Harper, 2016), and it certainly has its appeal in terms of branding and product visibility. However, as I also mentioned, conventional marketing tools that are based on television, print media, and radio advertising, etc. also have an enduring relevance. The key to exploiting both of these approaches is to leverage them at the right time and in the right way to maximize visibility and truly resonate with our targeted customer base.

At this point, digital marketing is one of the chief ways in which companies can provide thought leadership in almost any vertical industry, especially in the mobile technology space in which we operate. People consistently look to digital media (Harper, 2016) for new ideas and the sort of novel approaches to future trends with which the rapidity of this media has always been associated.

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As such, there are a number of ways that we can fuel thought leadership in this space and generate the sort of interest which, once it accumulates, we can maximize by leveraging the conventional marketing methods that have illustrated time-honored efficacy in modern society.

In many cases, one can influence thought leadership by producing formal articles about the technology, tools, and methods that are the most effective in a particular industry. To this end, it is critical to place articles by subject matter experts -- such as our C. level executives, company president, and others respected for their positions and experience in the industry -- in trade journals, technology websites, and even mainstream online websites (such as Forbes, etc.) as the genesis of our campaign. These sort of publications are read by those that are in the industry, and who are looking for the next trends to influence the mobile space.

Moreover, social media plays a significant role in the effectiveness of this approach. Each article that is placed can be shared and approved of with popular social media channels such as Linkedin, Facebook, Twitter, and other such channels. These avenues are an extremely viable means of pushing our content so that it gets maximum exposure in the thought leadership space. They are an integral….....

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