Question

Marketing

Currently Hoosier Media utilizes traditional media vehicles for marketing. This includes print advertising to solicit new and renewal newspaper subscriptions. Other marketing tactics currently used include regional television and radio advertising spots. Management has expressed interest in expanding its marketing reach through social media and mobile app technology but is unsure how to move forward in those areas.

Information technology

Hoosier Media's newsroom is in dire need of technological updates. All workstations currently have desktop computers; however, many employees have been requesting the ability to work from home as well as have access to company networks while on the road for business. Many of the younger employees would like to have access to iPads and would like to replace their desktop computer with lightweight laptop computers.

For the next phase of your consulting engagement, address the following in a 700- to 1,050-word paper using APA standards:

• Propose marketing and information technology implementation tactics for Hoosier Media, Inc.

The paper should also reflect on how the company should communicate its strategic plan to key stakeholders by:

• Identifying the information that should be communicated.
• Defining the audience that should receive the communication.
• Identifying the channel(s) of communication.

Answer 1

Hoosier media is using traditional channel of marketing such as print media and television, and radio promotions. The use of print, radio and television media is a traditional way of marketing and it caters mass market.

Use of social media and other nontraditional media vehicles such as live streaming, blogs and QR codes will enhance the value of the company. These elements will facilitate in reaching out to the target customer effectively.

Using digital marketing to promote the company, will increase the company’s revenue. As mobile phones and internet is easily accessible and available with every individual nowadays, segmenting and focusing on the specific target audience will be easy. Digital marketing can be measured accurately such as number of visits on website or the number of clicks, so it allows the company to promote globally.

The following steps can be followed:

1.Marketing strategy

Estimating Hoosier digital marketing with web analytics and other online measurement tools makes it less demanding to build up how viable the crusade has been. They can get point by point data about how clients utilize the mobile platform or react to the promotions. Web analytics can be set up to indicate precisely how much cash Hoosier make from each advanced strategy. In the event that the customer database is connected to the mobile or social platform, or the number of times audience visits the site, one can welcome them with focused offers. The more customer purchases, the more the company can refine the client profile and market adequately. By engaging with social media and overseeing it cautiously, one can develop customer loyalty and make good reputation.

2.Information technology strategy

With the advancement of technology, updating of information technology is crucial for Hoosier. If not properly addressed, the organization can lose its competitive advantage and become obsolete. Desktops and other in-house computers provide security, but they might not be the most effective tools of productivity nowadays. The workforce is changing and so they demand flexibility in work. Sitting in a place and working at the same spot might not prove to increase their productivity. Allowing laptops to be used, and option of work from home will provide them the necessary flexibility to improve their productivity. The employees can login into company’s website from remote location in case of emergency. These are decisions that help to increase revenue. Security measures like VPN and proper authentication channels can tackle the issue of security. The employees should be allowed to use iPad with proper security protocols.

3.Managing stakeholders:

Communicating with the stakeholders about the growth strategy and the vision to transform into a progressive organization in the field of technology is important. It will depict a clear picture of the organization moving into the next phase of digitalization and as a result build its brand image stronger.

Information like the launch of social media, mobile apps platform can be marketed initially to the customers through the traditional channels that they own as of now. This will create an awareness among the customers. Also, regular updates and connecting with the customers through social media and increasing engagement should be dealt effectively.

Channels like tech blogs, magazines, newspaper and radio can be used to create awareness about their new initiatives on social media and mobile apps. Also, internal organization to be provide with the intranet facility for smooth functioning of the process in the system.