This paper provides an analysis of the current situation of Porsche within the market and on social media.
Porsche needs to develop their social media to the next level for appealing to a new generation with different expectations. Forecasts have predicted a fourfold growth by 2050 in the car industry. With the development of Porsche's digital marketing strategy, in addition to supporting the achievement of the company's overall goal, the target audience will be attracted. With multichannel marketing and channel integration, leverage effects can be created, and the defined marketing objective can be achieved. Special attention is given to social media in this paper, with specific strategies for Instagram and YouTube. On these two platforms, Porsche’s target audience overlaps with the user groups.
Table of Contents
- Part One: Industry/Market analysis & Current marketing activities
- Describing the Company
- The Company
- Company webpage
- Current business and main revenue model
- Unique selling points off goods/services
- Describing the Market
- Overview of the industry
- Degree of market digitalisation
- Current and potential customers
- Current and potential competitors
- Company market position
- Describing Current Digital Marketing Activities
- Current website usage
- Current website, strengths and weaknesses
- Current sociala media platform usage
- Current digital media and online advertising channels
- Current multichannel marketing
- Part Two: Customer engagement and social media strategy
- Key questions for a social media strategy
- Target audience and target audience content of preference
- Groundswell objectives for social network presences
- Platforms to be used and content priority
- Integration of social channels with other communications channels
- Content frequency and editorial calendar
- Software for managing publishing processes
- Tracking business impact
Objectives and Key Themes
This paper analyzes Porsche's current market position and social media presence, aiming to develop a digital marketing strategy that attracts the next generation of Porsche buyers. The strategy focuses on leveraging multichannel marketing and channel integration to achieve Porsche's overall goals and attract a target audience with evolving expectations. Social media plays a crucial role, with specific strategies for Instagram and YouTube. The paper emphasizes the importance of both "talking" and "listening" objectives, understanding the target audience's expectations and engaging them effectively through content creation and interaction.
- Developing a digital marketing strategy for Porsche
- Attracting the next generation of Porsche buyers
- Leveraging social media platforms like Instagram and YouTube
- Understanding customer expectations through listening and monitoring
- Creating engaging content and fostering interaction
Chapter Summaries
The first part of the paper provides a comprehensive analysis of the Porsche company, its market position, and current digital marketing activities. This includes an overview of the company's business model, unique selling points, and the competitive landscape. The analysis also delves into the current state of digitalization within the automotive industry and examines the characteristics of Porsche's target audience. It concludes with an assessment of Porsche's existing website and social media presence, identifying strengths and weaknesses.
The second part focuses on developing a customer engagement and social media strategy. It explores key questions to guide this strategy, including target audience identification, content preferences, and social media platform selection. The paper outlines strategies for integrating social channels with other communication channels, managing content frequency and editorial calendars, and using software for publishing processes. The importance of tracking business impact is highlighted, along with the key performance indicators (KPIs) relevant to Porsche's social media goals.
Keywords
The paper focuses on digital marketing strategies for luxury car brands, specifically Porsche. Key themes include social media marketing, customer engagement, multichannel marketing, content creation, audience insights, and brand awareness. The paper also explores the importance of using tools like Hootsuite™ to track social media performance, analyzing the effectiveness of various KPIs. The paper emphasizes the importance of engaging the next generation of Porsche buyers and catering to their evolving expectations in the digital age.
- Quote paper
- Jakob Maas (Author), 2021, Digital Marketing Strategy of Porsche AG, Munich, GRIN Verlag, https://www.grin.com/document/1169325
