Business 10th Edition by Ferrell,Geoffrey Hirt,Linda Ferrell

Exercise 22

Planning a Digital Marketing and Social Networking Site
Background
Many companies today utilize digital media in a way that reflects their images and goals. They can also help to improve customer service, loyalty, and satisfaction while reaching out to new target markets. Companies use these sites in a variety of ways, sometimes setting up Facebook pages or Twitter accounts to gather customer feedback, to promote new products, or even to hold competitions.
The U.S. economy has experienced many ups and downs in recent decades, but e-commerce has been an area that has continued to grow throughout economic ups and downs. Many dot-com companies and social networking sites have risen and collapsed. Others such as www.amazon.com, eBay, Facebook, and Twitter have not only survived, but thrived. Many that succeed are "niche players"; that is, they cater to a very specific market that a brick-and-mortar business (existing only in a physical marketplace) would find hard to reach. Others are able to compete with brick-and-mortar stores because they offer a wider variety of products, lower prices, or better customer service. Many new digital media outlets help companies compete on these fronts.
As a manager of Biodegradable Packaging Products Inc., a small business that produces packaging foam from recycled agricultural waste (mostly corn), you want to expand into ebusiness by using digital media to help market your product. Your major customers are other businesses and could include environmentally friendly companies like Tom's of Maine (natural toothpaste) and Celestial Seasonings (herbal tea). Your first need is to develop a social networking site or blog that will help you reach your potential customers. You must decide who your target market is and which medium will attract it the best.
Task
Plan a digital media marketing campaign using online social networking sites, blogs, or another digital media outlet using the template below.
Social networking/blog/other site: _______________________________________
Overall image and design of your site: ____________________________________
Strategy for attracting followers to your site: _______________________________
Potential advertising partners to draw in more customers: _____________________