Delivery Robots Digital Campaign

Delivery Robots Digital Campaign

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Delivery Robots Digital Campaign

The delivery robots have been the new trend in on-demand delivery. The robots have been used in colleges and by the general members of the public. The marketing of delivery robots is done on digital platforms. In essence, the digital campaign of the delivery robots is an online marketing that helps in the promotion of engagements between the customers and the businesses that will be using the delivery robots. Hence, the campaign will benefit the businesses so that they can reach a broader market. Typically, this will ensure the target market is grasped measurably and cost-effectively. Thus, this may increase online sales while ensuring there is brand loyalty so that more people will embrace the idea of using the delivery robots. The digital campaign of the delivery robots entails minimum cost and promotes global reach. The results can be tracked and measured because the business can use various online metrics. The customers can purchase their homes because they can click the ad and make an order of the delivery robots due to the various digital platforms’ availability. Therefore, the company’s digital campaign for the delivery robots will include emails, social media calendar, Facebook ads, blog posts, Instagram ads, and brand manifesto marketing campaigns.

The company has various strengths, opportunities, threats, and weaknesses. For instance, its strength is that the delivery robots are safer to use during this Covid-19 pandemic. It can self-sanitize and reduce human interaction, thereby curbing the spread of the virus. The devices also have speed because they cannot be distracted due to the sensors it has (Kuo et l., 2016). They are also consistent in working since they can work for longer hours without getting exhausted. However, it possesses various weaknesses. Firstly, it has a higher level of risk because it can malfunction while making the delivery, which will lead to customers’ dissatisfaction. Similarly, despite the robot having cameras, it cannot operate in bad weather like during snow time (Kuo et l., 2016). The device cannot make delivery in a longer distance; hence, it is only useful while carrying out short deliveries. The delivery robots cannot deliver large luggage.

The opportunities that the delivery robots have is it is useful during this period of a pandemic since most people are ordering their food online and receive parcels for work-related documents. Additionally, there are increased numbers of online businesses that will use the delivery robots because restaurants are coming up, and parcel services are also increasing. Conversely, the delivery robots face a threat of theft, legal issues of causing accidents for pedestrians, and a decline in some businesses (Kuo et l., 2016). It also faces threats from the delivery companies such as those offering courier services because some people may be rigid in adopting this new technology. Hence, the campaign seeks to achieve an increase in the sale of delivery robots. It also seeks to retain existing customers and attract new ones. Additionally, the campaign aims to grow brand awareness and minimize the cost of acquiring customers in the business. Hence, all these are aimed at meeting business goals and objectives. Hence, the company will know it has achieved this if it realizes an increase in the delivery robots’ sales.

The company’s digital campaign seeks to target different segments of the market. Firstly, it targets students because various universities and colleges have adopted the technology. In essence, many people are now working from home. As such, the digital campaign also targets the working population. However, this is mostly the ones working from home because many companies may offer their workers food. It targets both the middle and the upper-class individuals because the cost charged for the delivery robots is affordable. As such, the digital campaigns will seek to influence online customers who include the working population, students, and general public members who use delivery services regularly (Zohra & Barman, 2019). The digital campaign’s demographic population includes married and single individuals, young and older individuals, employed and unemployed people, and people from various educational backgrounds. However, the personas that the digital campaign is avoiding are the people that need delivery services of bulky goods because the delivery robots are limited to a certain weight. The consumers of service offered by delivery robots are a daily basis because people must order food, groceries, and do shopping in the nation. Hence, the demand for robots may be high, considering people may need this service regularly. As such, the mentioned factors are relevant in the product’s lead conversion because these must be considered in designing the digital campaign.

The company’s key campaign message in the sale of the delivery robots shows its advantages and the uniqueness of the gadget (Heinze et al., 2020). The message shows how the device helps provide delivery solutions to businesses and people. The delivery robots give a safer solution to food delivery, medical supplies, and essential supplies such as groceries and shopping. The offer given is a 3% discount for the purchase of the device. The message illustrates that the device helps to formulate deliveries that are “contactless,” which is crucial during this period of a pandemic where people are urged to maintain a social distance. In essence, the company wants to position itself in the market by establishing the brand and looking at its direct competitors. Additionally, it analyzes how other companies have positioned their brand. In this regard, it can assess so that they can know their uniqueness. In essence, a brand’s uniqueness will help in positioning. This may include positioning itself based on quality because the delivery robots are automated and offer a viable solution to delivery services in Malaysia. The Instagram and Facebook campaign offers will be likely to engage and convert the company’s audience so that they can purchase the device because it reaches more people, and they can be given direct feedback (Heinze et al., 2020). They can also ask questions through the live feature of these two sites.

The company has a strategy relevant for reaching and engaging the customers. The delivery robots are a new technology which has not been received by many people. Hence, for the company to reach its customers, it will use different digital platforms such as Instagram, Facebook, blog posts, and email. The company will encourage people to join the list of emails to increase the customer base. Additionally, it can reach them through starting blogs so that the people will read and find the relevant information about these delivery robots. Blogs will answer the customers’ questions, thereby making them interested in purchasing the delivery robots. Engaging customers is also essential in the digital campaign. Typically, customer engagement can be done by giving them real value. As such, they will pay attention, and the company will provide them with the value of the delivery robots. Engaging them is also done by building a community to hold dialogue amongst themselves and with the brand. Thus, the company may bring them together so that they form an online community. Customer engagement can also be done through inspiration so that they can share the vision of the company. The company can show the social impact of the delivery robots, thereby inspiring them further. Markedly, they should be given regular feedback so that the conversation will flow.

The company’s objective in undertaking the digital campaign is to increase the sale of the delivery robots. As such, it must undertake an online media selection mix and budgeting. In essence, the campaign should not result in more cost for the company because it strives to maximize profits and minimize costs (Chaffey & Smith, 2017). Hence, the best media that will be effective is the use of emails since this is the digital platform with many users across the globe. In essence, this helps generate a significant revenue because it allows a company to segment and targets a specific class of customers (Chaffey & Smith, 2017). The media can also trigger advertisements. Typically, emails can be personalized, and this can distinguish the brand by showing how the delivery robots are different from the delivery drones and other devices that may undertake the service. A vigorous email campaign is also useful since it increases engagement, elevates the site traffic, promote client retention, and drive cross-sells and upsells (Chaffey & Smith, 2017). In essence, email surpasses the other channels. In an email, there can be headlines that capture the readers’ attention, and many emails are sent daily, which allows the company to come up with new headlines tactics so that it can show what needs to be opened.

The media must have a schedule and integration of the campaign. Hence, the sequences of deploying the media include defining the business in brief. The aspect entails analyzing the market, evaluating the company’s competitors, and defining the goals and objectives (Goos et al., 2019). The company should also define its budget, and this entails the allocation of resources, naming assets needed, and considering the distribution tactic. Thirdly, it is vital to outline buyer personas (Teneja & Vij, 2019). As such, their goals and objectives must be known to establish the best marketing channel. Additionally, there should be content development, after which there will be the implementation of the plan for the sale of the delivery robots (Goos et al., 2019). Typically, this includes the creation of assets, planning time, and distributing the plan. Lastly, it is essential to do the reporting, which includes tracking, measuring, and adapting. The wave of the offer or message is to formulate brand awareness and leads. Similarly, it aims to establish loyalty and engage the delivery robot users (Goos et al., 2019). The media schedule and campaign integration also include a one-month social media calendar as follows;

As mentioned earlier, the digital campaign must have email marketing, Instagram ads, Facebook ads, blog posts, and brand manifesto. Therefore, the company will schedule all these in a social media calendar to know which digital campaign they will be using each day to increase the sales. Below are the different digital campaigns

Facebook Ads

Instagram Ads

Blog post

Buy the Delivery Robots Today and Change your Business

Do you care about the safety of your customers? Use the delivery robots to make deliveries of the essential supplies your customers may need, ranging from medical supplies, groceries, shopping, and food. Thus, show them you care by adopting the use of delivery robots.

Brand Manifesto

In summation, the company’s digital campaign for the delivery robots will include email marketing, social media calendar, Facebook ads, blog posts, Instagram ads, and brand manifesto marketing campaigns. The emails will be the most effective since it can be customized so that people will know the brand they are buying the product from, and it is also cost-effective. The brand manifesto aims to make people aware of the brand so that they can purchase the delivery robots, thereby increasing sales. During this time of the Covid-19 pandemic, many people are at home and use Facebook and Instagram as entertainment sites and for communication. Hence, the digital campaign will take advantage of this factor and use these social media sites to sensitize people to purchase the robots. Additionally, the company uses blog posts because it is equally used by many individuals currently. Hence, the company may realize increased sales after undertaking the digital campaign of the delivery robots.

References

Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing, and integrating online marketing. Taylor & Francis.

Goos, P., Dens, N., De Pelsmacker, P., & Aleksandrovs, L. (2019). Using mixture‐amount modeling to optimize the advertising media mix and quantify cross‐media synergy for specific target groups. Applied Stochastic Models in Business and Industry, 35(5), 1228-1252.

Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2020). Digital and social media marketing: a results-driven approach. Routledge.

Kuo, C. M., Huang, G. S., Tseng, C. Y., & Boger, E. P. (2016). SMART SWOT Strategic Planning Analysis: For Service Robot Utilization in the Hospitality Industry. Consortium Journal of Hospitality & Tourism, 20(2).

Taneja, G., & Vij, S. (2019). Dynamics of a Digital Advertising Campaign. In Proceedings of 10th International Conference on Digital Strategies for Organizational Success.

Zohra, M. F., & Barman, A. (2019). Digital Marketing & It’s Campaigns.