Toshiba: Leading Innovation - 2016 Digital Marketing Strategy

2016 Digital Marketing Strategy

James Sullivan

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.

WHAT WE WANT TO IMPROVE UPON

•Social Media• Inbound Marketing•Mobile Strategy

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

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.

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.

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.

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.

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.

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