Digital Strategy

Background

Exxon mobil is 8th in the prestigious fortune 500. Although they are one the largest global companies the funds are definitely not going towards advertising dollars. As exxon isn't even the top 100 for advertisement  spending. My goal is to increase exposure for exxon by creating a digital strategy that will improve their presence on the web. Exxon's target audience has a wide range. They offer a product that is necessary for some to live with there current lifestyles. They are a energy giant that generate billions in revenue. The whole world knows the name exxon.They also may have different opinions about them, some positive some negative. So creating brand awareness isn't a problem for exxon. Instead Increasing traffic to the sights in hopes of to turn some detractors into promoters.

Target Audience

Exxon's target audience has a wide range. They offer a product that is necessary for some to live with there current lifestyles

SOCIAL MEDIA

Exxon mobile currently only uses twitter and youtube for social media. There more social platforms that can be used to reach a larger audience. Facebook is  untapped potential to provide pictures and video depicting the goal of exxon. Social media will be utilized to lure users back  to the site. Ultimately our goal is the increase the visits.

Mobil and online

WEBSITEThe energy giants webpage is extremely detailed with loads of information for the consumer. However, every tab you clicks reinforces exxon's perceived claim to be the a clean, environment friendly, consumer concerned company. The photos on the  websites's homepage are vibrant and frame- worthy. All of which are express cleanliness and environmental awareness. Overall, the companies message is very clear and understandable. The one component that the site is missing is bad press about their oil company. The idea of have bad information about your own company will sound absurd, But actually the consumer will see it elsewhere and not have any other information to understand the entire situation. If we put the bad press on the page it will allow consumers to become knowledgable about exxon and then choose to visit the site more

MONITORING Of coarse keeping track of the visits and click is the most important parts of the process. We will use google analytics to track monitor the progression. Google analytic  also will allow us to view the types of devices that were used to view the site. So we can improve on user friendliness if mobile device use goes down 

–Rex tillerson

“For the 20th consecutive year, we added more oil and natural gas reserves than we produced,

with our proved reserve replacement ratio exceeding 100 percent.”

TECHNOLOGY INTEGRATION

SUCCESSOur company will measure our goals based off of amount of visits that we receive on the site.