Introduction
Tesla is an American car vehicle company that was founded in 2003. It specializes in producing electric cars, solar batteries, solar panels, and other products that require the usage of cutting-edge technologies. The company’s ideology is that electric cars and supplies that work with the help of alternative kinds of energy are better for the environment. Although the company is well-known all over the world, it requires the existence of its own digital marketing campaign. This assessment presents a summary of the marketing campaign that can be launched in the future.
Mission and Primary Objectives
First of all, it is necessary to understand the mission and primary objectives of the marketing campaign that will be held. The major goal that any company wants to achieve is to attract more customers. The combination of marketing tools allows the company to increase the level of brand recognition, improve its competitive advantage build credit among the customers. What is more, another target that the company is pursuing lies in its desire to promote the usage of alternative kinds of energy instead of oil? These are solar power, electricity, and wind power that are getting in the first place, replacing costly and less eco-friendly oil. Finally, Tesla has always welcomed technological breakthroughs, so the final objective can be declared to find new cutting-edge ways to develop the company and its products.
Strategy and Tactics
Digital marketing has become one of the most popular and productive ways to promote a product or a service. Thanks to the development of technologies, it is now possible to implement different strategies that will boost the company’s popularity online and draw customers’ attention. In the situation with Tesla, Tweeter has always been one of the drivers that stimulated brand development. Elon Musk, the CEO of Tesla, knows what spark the audience’s interest and usually texts provocative tweets that seem to be controversial. The present situation is not an exception. The tweeter can boost the brand’s credibility and recognition, and if a new model of Tesla car is released, Elon Musk will write a post on Tweeter o advertise and present the product to the public. S-commerce works effectively because it creates a good advertising platform. In connection with social media marketing, mouth marketing plays a great role in promoting brand competitiveness. Thanks to Musk’s tweets, the company resonated even among those who do not use social networks. The term “buzz marketing” can be used here. It does not matter if the news about the company is good or bad; the main idea is that more and more people discuss the brand and ‘make a buzz.’ During this marketing campaign, it can even be useful to spread bad news or fake facts about Tesla so as to increase the level of discussion in society.
Second, distribution channels are also worth mentioning. According to the studying material, there are two major channels – direct and indirect. To give the brand exclusiveness, it is important to create a 3-level distribution channel, which includes a producer, a retailer, and a consumer. Still, it is important that the company has its own retailing company that will highlight the brand from the heap of the market. It is important to point out that the market for electric cars has developed in the last few years. Still, Tesla seems to be the leader in this category thanks to its exclusiveness as it is impossible to buy a car of this kind in a usual car showroom. Development of Tesla showrooms and integration of personal presentation shows for clients will boost the attraction level. Its stores and galleries will create a platform for the customer to gain a unique experience and enhance the relationships between the brand and the person. Moreover, it can be claimed that Tesla also uses the distribution channel based on Speciality. The same e-commerce helps to provide the brand with more recognition and competitiveness among other companies.
In 2021 Elon Musk announced that it is possible to buy a Tesla car using Bitcoin as a payment method. It is impossible to deny the fact that cryptocurrency has become extremely popular in the last few years. The fame and the growth of interest in the crypto market have made it easier for brands to use this trend. Tesla was the pioneer when it announced it was possible to pay with Bitcoin for their cars. Still, later it was canceled because of the chain of events connected with rocketing and collapse of the Dogecoin currency, the one that was advertised by Elon Musk on Twitter. The company also decided to delay the involvement of this practice because the CEO of Tesla had stated that mining cryptocurrency was harmful to ecology (Brown, 2021). The strategy this marketing campaign follows is that it is necessary to resume the policy of integration of cryptocurrencies. Tesla has to think of eco-friendly ways of mining altcoins and launch the second wave of accepting crypto as a payment method. Extension of the list of coins is also a crucial step towards gaining popularity among those consumers involved in IT. Bitcoin is already popular, and an opportunity to pay for Tesla products using Ethereum or Ripple will boost both the car company and the currency.
The present marketing campaign implies that Tesla is seeking contemporary and trendy ways to communicate with the consumer. It is necessary that two-way dialogue is a crucial part of the company’s success as the client understands that he or she is unique to the brand. Getting back to Twitter, Elon Musk has always answered some of his followers from time to time. Still, this strategy needs to be expanded. One possible way is to launch new channels of communication between customers and representatives of Tesla. A private dialogue before making a purchase can be provided with the creation of the Tesla app and launching a special icon there that allows potential clients to ask questions about cars directly from the company’s staff. Building a bridge between the two major participants of the purchasing process is a crucial step toward getting extra credibility (Shipley, 2020). Besides, it can be a good step to create free space for clients to discuss their experience of Tesla usage. This communication channel can help both clients and the company’s staff members find out the weak points and advantages of the product that unites them.
Conclusion
Summary
To sum it up, it is necessary to point out that this digital marketing campaign provides the methods and tactics that are popular from the position of the 21st century and imply the use of cutting-edge technologies. Such ways as the dialogue with the client, availability of alternative payment methods, and the image of exclusiveness can boost the company’s fame and help it develop in finding new areas for improvement.
Reference list
Brown, G. (2021) ‘What Elon Musk’s U-turn on Tesla payments means for Bitcoin and the future of cryptocurrencies’, The Conversation, pp. 1-3.
Shipley, L. (2020) ‘How Tesla sets itself apart’, Harvard business review. Web.