Week 3 - Blog 2: Is Jeep (Chrysler) Blogging/Tweeting for Its Consumers?

Brian Solis (BrianSolis.com) suggests (2010) that the most influential consumers online follow Twitter. He also states that research done by ExactTarget indicate that companies who publish blogs, comment on blogs, and write a monthly review provide motivators for consumers to follow their brand. Does Jeep write monthly reviews, post blogs, and send tweets to for their followers.  

1.      From September 1 through September 24^th, Chrysler Corporation has over 112 Tweets. Many of the Tweets (http://twitter.com/Chrysler) were regarding Jeep.

2.      Chrysler blogs daily. The blog is located at: http://blog.chryslergroupllc.com/blog.do;jsessionid=DE50E277AF68398B7A86D8F72DA92754?p=home .  In some cases, the blogs can be more than one.

Recommendation:  Chrysler is doing a great job blogging and tweeting. However, the Chrysler Corporation doesn’t have a monthly newsletter, which might be something to consider in the future. However, the blog and Twitter both post news articles links written about (probably only the positives) their products.

Week 3 - Blog 1: Is Target Preparing Online Customers for the Holidays?

Is Target online website prepared for the coming Holidays? According to the HubSpot Blog (2010), the time for companies to think about marketing and holiday shopping is now. A comScore report (2009), indicated that ecommerce sales reached $ 27 billion in 2009. To increase 2010 holiday sales revenue HubSpot provides four tips that companies should consider for online holiday sales preparation: Create blog posts that optimize holiday centric keywords, develop promotional landing pages gears towards holiday traffic, send holiday emails, and monitor/promote your brand and products in social media using keywords. The following is an analysis of Target website:

1.      Does Target have promotional landing page designed for Christmas holiday traffic? At this time, Target does have a “Daily Deals” page that is time sensitive and offers a discount and free shipping if purchased in the timeframe set by Target. In regards to holiday landing page, the Target Corporation does not have a holiday landing page. HubSpot (2010) suggests that organizations entice consumers by giving them time-sensitive pricing incentives.

2.      In regards to Target’s holiday emails, as part of the research an email sign up was completed for sales exclusives. This means the blog cannot determine if Target has started an email marketing campaign that is lead nurturing (HubSpot).

3.      Target Facebook page does not have any holiday postings or keywords. HubSpot (2010) suggest in tip four that companies use keywords in their social media.  

Recommendation: Target is missing the boat in regards to preparing online customers for the holidays. Target should be posting holiday incentives by offering a landing page geared towards holiday shopping and posting information on Facebook regarding holiday specials.  

Week Two - Blog Two: Does Spam Web Site Incite Customers to Action?

Does Spam’s web site (www.spam.com) incite a customer to action?  According to Roberts (2008), a marketing program has three action objectives to incite a customer to action: Keep the customer on the site longer, create a desire by the customer to request addition information about services or products, and achieve a sale.   Spam does a relatively good job on meeting a couple of Roberts objectives. The following is a list of what Spam has done well:

• ·         Spam homepage has the following in the middle: Upload recipes, print Spam coupons, and get great recipes tips. Roberts suggests that a firm should encourage customers to remain on the site longer and explore more of what the company has to offer (Roberts, 86). The homepage meets the criteria by enticing customers to look at coupons and recipes.
• ·         Spam offers coupons for its products. Although customers can purchases items through the site, such as caps and toys, the main incentive is the offer of coupons. Roberts suggests that tangible incentives should be related to the product (Roberts, 87). The coupon feature, even though the site led to a Spam and pasta contest, is an example of a tangible incentive, which could ultimately result in the sale of the product.

Recommendations: Spam site doesn’t encourage customers to request additional information. The site does provide recipe options, which might be seen as a way to encourage customers to look at additional information about the product.  There is a link for “Join the Spam Fan Club” but it’s hidden in the Fun and Games sections. Spam may want to consider adding this link or something similar to the main homepage.

Week Two - Blog One: Target and Value Proposition

Does Target’s web site (www.target.com) include a value proposition? Is there one sentence that indicates to the visitor what makes them different from their competitor? The site does include a lot of possible sub propositions but it does lack a value proposition. Those include sub value propositions are “Save on the brand you crave” and “The brands you want, at the prices you crave.” The following are three ways that Target misses the bulls eye when it comes to value proposition: 

  

·         Target has not identified or clearly expressed its value proposition (Marketing Experiments, slide 2). There is no single sentence that provides a value proposition statement.

·         Target is missing the mark when it comes to identifying the primary reason a product should be purchased by a consumer (Marketing Experiments, slide 6).

·          Target does not differentiate their offer and distinguish a value the company excels at  (Marketing Experiments, slide 12).

Recommendation:  Target has many opportunities to distinguish itself with a value proposition. I think they are missing the fact that they sell to the trendy discount shopping crowd.  Many of the products that are sold through Target.com are not available through their competitors, which might be the value that they perform best at. 

Reference:

Marketing Experiment (2008)

owerful value propositions: How to optimize this critical marketing element – and lift your results. Retrieved online September 19, 2010, from http://www.marketingexperiments.com/improving-website-conversion/powerful-value-propositions.html

Week One - Blog Two: Jeep and Enhancing Customer Value

 Is Jeep’s web site enhancing customer value by utilizing the virtual value chain concept? Jeep’s web site clearly demonstrates the company is employing one aspect of the virtual value chain, which is enhancing customer value by allowing buyers to either build or locate their dream vehicle.  For example, a Jeep customer can customize almost any aspect of their vehicle. This includes choice of model, color, and special packages (tow, off road tires, ect.). The following is a list of how Jeep is enhancing customer value:

1.      Jeep offers customers the option to tailor a vehicle to desire specifications. Roberts (2008) suggests that one benefit of an integrated value chain is to provide individual product customization.

2.      Jeep provides customers with increased service and support. Jeep has a link geared specifically for owners. This site provides recall information, owner’s manuals, and vehicle information. Customer value is added by offering information and customer service/support (Roberts, 41).

3.      Jeeps supplies customers with real time information on current new and used vehicles. This demonstrates Roberts (2008) value chain benefit of bringing in customers through real-time information.

Thoughts: Jeep’s web site does reveal that the organization is enhancing customer value by employing key concepts of the value chain. Although the site is not appealing (pretty low key and dull) it does have customer value enhancing tools.

Week One - Blog One: Tide and Consumer Control

Does Tide’s website give consumer’s control? Can a consumer visit the site 24/7 and navigate to areas of interest? Yes, the Tide website grants consumer power by allowing visitors the ability to navigate to areas of interest when entering their site (www.Tide.com). Although the consumer is asked to complete a survey when entering the site it is not mandatory and a simple click on “No Thanks” and the user enters the site.  The following are the empowerment tools provided to the consumers by Tide:

1.      Tide provides a search link right in the middle of the site. Consumers want a neat package that allows them to complete their task quickly (Roberts, 24). This tool is located in the middle of the site, therefore allowing consumers the ability to search for a specific topic.

2.      Tide offers three different “Talk to Tide” communication channels or services to consumers. This includes the following: Call Tide (available M-F from 9 to 6 PM EST), Ask the Community (real time community 24/7), Email Tide (checked daily M-F with a response turn around time of 72 hours), and a link for Frequently Ask Questions (24/7). As Roberts suggested (2008), customers want support and service at all times (365 days with 24/7).

3.      Tide gives product tips using a variety of online technology. This includes videos, newsletters, and stain brain. Tide provides to customers, through a variety of learning styles (audio, visual, and text) methods, information about their products. Consumers who want to look for tips on removing an oil stain can click on the “Stain Brain” link and select “Oil” to locate tips for removing oil stains. Another option, consumer can select “Videos” and watch “Easy steps to remove grease stains.”  By offering product information in a variety of formats, Tide is empowering all consumers. Even consumers who may be visually or hearing impaired.

For more information on web accessibility visit: http://aboutwebaccessibility.com/home/law/businesses/future.

Recommendation: Tide keep up the good work providing product information in an easy to navigate site format. Consumers expect to be in control of the information they access (Roberts, 24). The website gives power to consumers by providing information in a variety of formats,  an easy to navigate site, and contact/service information available 24/7.