Motorpoint - Gross Misconduct

1.0 Introduction

Consumer perspective has bought immersive changes in the idea of marketing. Thus, marketers has started to value certain aspects such as customer satisfaction and consumer value^[a]. Thus, companies are now delivering offerings that are able to able to ^[b]meet the consumer demands and acquire new customers^[c]. Thus, to ensure that this marketing process is done successfully, digital marketing plays a very big part. Through the use of internet, companies are now branding their products to a wide range of customers. They are able to constantly maintain communication with their customers and enhance their relationship with the community. This also gives the marketers opportunity to follow up on their process and bring necessary changes to their activities. But, wrong use of digital marketing can also create a negative perception among the customers (Piñeiro-Otero and Martínez-Rolán, 2016).

This assessment will focus on a mid-sized independent car retailer named “Motorpoint” based in Derby, England. The company operates in 12 locations in England. Currently, the company employs over 600 people. The Sunday Times has declared Motorpoint to be one of the top ten mid-sized companies of England (Motorpoint, 2018). Being a mid-sized company Motorpoint has been able to keep a good relation with their customers. Motorpoint provides the best options of cars that has low mileage and within a limited budget. The company declares that a customer is able to save an average of £8,500 if they buy from them. The company also has a very active Twitter and Facebook page. They also have a call center in Derby for any sorts of enquiries (Motorpoint, 2018).  

This assessment will conduct a digital marketing audit on Motorpoint to understand their current standing with digital marketing. Next a digital marketing strategy will be shown that evaluates each aspects of the company’s digital marketing and proper objectives will be set that can build up the strategy properly. Finally, a digital marketing plan comprised if budget and tactical plan will be formed that will present the steps to implement the strategy.

2.0 Digital Marketing Audit 270

2.1 SWOT on Motorpoint’s Social Media Use

Marketers have to be on top of social media as it gives them the opportunity to go with the trend and understand what the customer wants at the moment. It is growing at a very rapid pace and thus presents certain threats against its opportunities (Neti, 2011). Following is the SWOT table of Motorpoint’s use of social media:

[pic 1]

Figure 01: SWOT Matrix of Motorpoint’s social media use

Strength: Motorpoint is very active in all of their social media platforms. Their Facebook page shows every available car in their dealership and the price of it. Sometimes, they present the customers that bought from their stores. They also post about every community engagement activities they have participated in. They reply within a few hours. The customers can also participate in a poll that allows Motorpoint to understand customer perspective.