3. Develop three to five online marketing strategies directed at your target audience.
Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage.i Social media is the number one daily activity among Americans, topping time spent on email and Google. According to Buffer, 93% of marketers use social media to promote their business.ii
For a company like Ω9, which is facing competitions and regulatory changes, embarking on social media is definitely an opportunity. The team felt that they are now at a time where the question is not if they will venture into the online marketing and business strategy, but when Ω9 would adopt the new business model.
Though Ω9’s products are available to any customers, after much discussion, Ω9 decided on the target audience:
1) Target Type 2 Diabetes patients – both USA and Indian market
2) Age Criteria – Adults above 18 in USA and – above 50 market in India
To begin the action plan, Ω9 decided to focus on 5 strategies with the above target audience in mind.
a) Development and implementation of improved Total diabetic care package offering full spectrum of services to customers
b) To target Indian market - establish distribution center in key cities to distribute products purchased online
c) Implementation of innovative services and quality improvement thus improving customer satisfaction
a) To become an integrated network where patients (both in USA and India) have full spectrum of services to accommodate individual needs, Ω9 will implement both ‘pre and post care’ to patients in the form of phone and online consultations and hosts online seminars. Ω9 also plan to hire interns to work on its website to create a visually appealing user friendly website which can be easily navigated by the young and old. By getting young minds to work on such projects will give the mid-level company like Ω9 ‘a breathe of fresh air’. Ω9 also plans to post blogs on Facebook, Twitter, Myspace and other social media. By registering itself on Wikipedia, google search engine promotion and internet yellow pages, Ω9 plans to draw customers to its websites. By using searchable and unique key words frequently used by diabetic patients, Ω9 plans to attract diabetic patients more customers to its websites.
According to Ann Davlin, ‘a clear and remarkable logo is a business card for both startup shops and branded stores’. She further proceeds on to say that a recognizable logo is a reassuring symbol in an online shopping environment and an element of trust of the company or organization.iii Ω9 plans to have a clear defined message to its customers, contact information with physical address in case patients need to contact and 24/7 care and presence. As such, Ω9 plan to build trust and giving its patience confidence in returning back to its website.
Ω9 website will dedicate a page to diabetic support groups and post articles, questions and answers. The diabetic support group can exchange experiences and ideas and share innovative ways to combat Type 2 diabetics. Consultations will be held over the phone, online chat or via webcam. First consultations will be free and subsequent will be charged according to the severity of condition. Consultations will be conducted by certified top notch pharmacists with sample packages and treatment options. Once the patients is prepared to be a part of Ω9 family, a dedicated ‘Diabetic Advisor’ will be assigned who will be with the patient as long as they are with us. Seminars will be held in the company’s location which will also be streamed live over the webcast. For patients and subscribers who are unable to attend, YouTube seminars are readily available 24/7 over Ω9 website whenever the patients are ready to watch. Seminars will educate patients on new developments in diabetic cure, effective medication and
