Digital and Traditional Marketing Strategy for Mobile Tech

Introduction and Strategic Overview

This memo outlines key ideas regarding the marketing strategy for Mobile Manufacturing, Inc. As previously discussed, two types of tools dominate the marketing industry at this time. The first pertains to the digital medium and relies upon the internet, online communication, and mobile technologies. There is a considerable amount of attention surrounding the efficacy of this approach (Harper, 2016), and it certainly has its appeal in terms of branding and product visibility. However, conventional marketing tools — based on television, print media, radio advertising, and similar channels — also retain enduring relevance. The key to exploiting both 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 establish thought leadership in almost any vertical industry, especially in the mobile technology space. People consistently look to digital media (Harper, 2016) for new ideas and novel approaches to future trends — a quality with which the rapid pace of digital media has always been associated. There are a number of ways to fuel thought leadership in this space and generate the kind of interest that, once it accumulates, can be maximized by leveraging conventional marketing methods that have demonstrated time-honored efficacy in modern society.

Thought Leadership Through Digital Media

In many cases, thought leadership can be advanced by producing formal articles about the technology, tools, and methods that are most effective in a particular industry. To this end, it is critical to place articles by subject matter experts — such as C-level executives, the company president, and others respected for their positions and experience in the industry — in trade journals, technology websites, and mainstream online publications such as Forbes. These publications are read by industry insiders who are actively looking for the next trends shaping the mobile space.

Social media plays a significant role in the effectiveness of this approach. Each article that is placed can be shared and promoted through popular social media channels such as LinkedIn, Facebook, Twitter, and similar platforms. These avenues are an extremely viable means of pushing content for maximum exposure in the thought leadership space and are an integral part of succeeding with this type of article-based strategy.

Leveraging Social Media and Content Creation

Additionally, professional writers who generate their own content in the mobile vertical can be engaged to ghostwrite or provide bylined articles for company executives. The process requires only a brief interview or two between the executive and the writer, after which it falls to the company to approve the content before placing it with any number of online publications. In this way, the organization can generate bylined articles, blog posts, and even white papers to market its latest mobile phone releases and surrounding technologies.

Utilizing digital marketing avenues constitutes the first stage of the strategy for new mobile phone products. The second stage relies upon traditional marketing tools to achieve broader mainstream success and brand exposure. After garnering initial interest among key players in the mobile technologies industry, that interest can be leveraged to market to more mainstream audiences — audiences that are best reached through television and print advertising. The crux of this strategy is that more technologically sophisticated users become acquainted with new releases through digital media, while the larger general audience remains most accessible through television advertising in particular. Print media produces a similar broadening effect.