The Company Purpose
The strategic purpose of TBK company is to provide quality services in the fields of web design and digital marketing. They chose it to ensure assistance for the promotion, sale of goods and services of their clients.
STP
Market segmentation is determined by the desired benefits of customers: brand growth. As a result of targeting, companies that need web design services are selected. The positioning of TBK is due to the high quality of the services provided and a large number of successful projects.
Competitive Analysis
Competitive analysis has demonstrated that TBK occupies a leading position in the Canadian market due to its reputation and wide specialization.
Mini Brand Audit
The company has high awareness, as it builds its work around the client’s requests. TBK is guided by the principle of customer-based brand equity (TBK , n.d). It resonates with customers who are satisfied with the quality of service and are usually signed with the reputation of the company.
The Segments and The Key Target Markets
The market segments occupied by the TBK company are segments of the provision of services in the digital sphere. At the same time, the key target markets are a web design and digital marketing.
Detailed Personas
Most likely, the person of the TBK client will be a project or product manager, marketer, business assistant, and entrepreneur. They are the ones who will contact the company since their digital competencies are usually not enough for autonomous work with the site.
Customized Buyer Journey
The buyer’s journey will begin with the problem (the need to finalize the site), then continue at the review stage (the buyer will study several solutions to their problem). The buyer’s path will end in the position of narrowing the list of options to one or two digital solutions.
Summary
Situational analysis and digital audit showed that the company has a working marketing and digital strategy. They allow it to bring the company’s brand to a high level and be competitive.
The Company Purpose and Their Digital Presence
The company’s positioning statement (from STP), the Company’s Purpose, and its digital presence align. They correspond to one goal – the development of TBK’s own brand and the brand of customers.
Overall Digital Presence and Competitive Position
Possible problems may be too large a flow of customers, not all of whom are solvent. In this case, the challenge will be the choice of clients with whom cooperation will be most profitable for the company’s reputation.
Digital Strategy Evaluation
The company’s current digital presence is very successful, as it brings many customers and creates a positive reputation for TBK as a brand. I think the company has a good digital strategy, as it is quite effective. It has high-ranking in-search results due to the strategic placement of keywords in certain areas of the site. Ensuring a good user experience when interacting with the site is also a positive aspect of the chosen strategy. Their digital presence does not fully meet the needs of digital marketing, as video marketing is now coming to the fore. TBK does not have it completely, although most major brands use platforms such as YouTube.
Issues And Challenges to Be Resolved
- Lack of communication with potential buyers who have not filled out the questionnaire on the website;
- obsolescence of traditional marketing strategies;
- lack of demonstration of specific consumer problems.
Future Opportunities to Be “Remarkable”
- The emergence of a new video platform with low promotion costs (Tiktok);
- use of interactive content on the site page (for example, surveys);
- omnichannel marketing: linking several channels of communication with the client together.
References
TBK. (n.d.). About TBK. Web.