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Marketing - Assignment of Chapter 5

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60 views3 pages

Marketing - Assignment of Chapter 5

Uploaded by

alyssa1601
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Despite the fact that Maersk Line primarily services the world’s leading container shipping

and transport company, serving business customers through 374 offices in 160 countries, the
corporation encourages the use of digital marketing to promote their business for a range of
strategic, practical, and intangible purposes. Let's break down the main advantages of
adopting e-marketing in the B2B setting.

1. Engage with decision-makers


 Tangible benefit: In B-to-B marketing, decision-makers are persons within firms, not
just customers. By utilizing digital marketing channels such as LinkedIn, Facebook,
Instagram, and YouTube, Maersk Line may directly communicate with these
individuals, who are frequently the influencers or decision-makers in purchasing
decisions.
 Intangible benefit: Digital marketing allows for more personalized and direct
connection with these individuals, making them feel more connected to the brand and
more likely to trust it.
2. Increasing brand awareness
 Tangible benefit: Maersk Line has more than 1.1 million Facebook followers with an
average engagement of 7 percent per post, making Facebook a platform for engaging
a broad audience of customers and other stakeholders interested in the brand. On
Instagram, the company shares customer and employee images and stories to help
visualize the brand. On YouTube it posts informational and educational videos
detailing Maersk Line’s activities, services, and people. Maersk Line’s Twitter feed
presents the latest news and events, creating conversation and buzz with and among
its more than 123,000 Twitter followers. The company’s LinkedIn account, with more
than 155,500 followers, lets Maersk Line engage customers, opinion leaders, and
industry influencers, who share information and discuss industry challenges and
opportunities with shipping and logistics experts.
 Intangible benefit: Social media helps to humanize a brand. By sharing stories about
employees, customers, and their experiences, Maersk Line builds a brand narrative
that resonates on a personal level, making the company feel more approachable and
relatable.
3. Cost-effective marketing:
 Tangible benefit: Traditional marketing strategies, such as print advertisements or
trade shows, can be expensive. digital and social media can create greater customer
engagement and interaction
 Intangible benefit: Cost reductions from digital marketing provide greater flexibility
and agility in adapting marketing tactics, which is critical in a continuously changing
company environment.
4. Immediate feedback and interaction:
 Instead of the old model of sales reps calling on business customers at work or maybe
meeting up with them at trade shows, the new digital approaches facilitate anytime,
anywhere connections between a wide range of people in the selling and customer
organizations. It gives both sellers and buyers more control of and access to important
information.
 Intangible benefit: This direct engagement promotes deeper customer relationships by
demonstrating that the organization values consumer feedback and responds to their
requirements.
5. Access to a global audience.
 Tangible benefit: Maersk Line now has global connectivity to consumers and
stakeholders via digital channels. With 374 offices in 160 countries, digital marketing
can reach a wide range of geographic locations, while social media enables consistent
global branding across numerous marketplaces.
 Intangible benefit: The company's global reach not only increases visibility, but also
strengthens its position as a leading, modern, and innovative leader in the logistics
business.
6. Improved content marketing and education
 Tangible benefit: Maersk Line's educational videos on YouTube assist customers
comprehend the company's offerings, industry trends, and best practices. This
establishes Maersk as an expert and thought leader.
 Intangible benefit: Offering high-quality educational content can increase client trust
and loyalty. It fosters a sense of value beyond transactional interactions.
7. Targeted advertising and retargeting:
 Tangible benefit: Digital advertising systems (such as LinkedIn Ads and Facebook
Ads) provide highly focused marketing campaigns. Maersk Line can narrow down its
target audience based on job titles, industries, or previous encounters, ensuring that
marketing resources are used effectively.
 Intangible benefit: Personalized and relevant advertising improves the customer
experience and guarantees that potential clients receive information that is specifically
tailored to their needs.
8. Improved Customer Relationship Management.
 Digital tools including social networking, email marketing, and CRM systems support
Maersk Line's long-term partnerships with business clients.
 Intangible benefit: Builds long-term relationships and increases client retention rates,
leading to enhanced brand loyalty and satisfaction.
9. Real-Time analysis and optimization
 Real-time tracking and measurement of social media and digital marketing
effectiveness is a tangible benefit for Maersk Line. This allows companies to quickly
improve ads based on metrics like as engagement rates, click-through rates, and
conversion rates.
 The data-driven strategy improves marketing efficiency and aligns with customer
preferences, leading to improved business outcomes.

Conclusion: B-to-B digital and social media marketing isn’t just growing, it’s exploding. B-
to-B businesses can enhance their engagement, cost-effectiveness, and global reach through
the use of digital and social media marketing. In a digital-first culture, Maersk Line's strategy
illustrates how traditional businesses can leverage contemporary marketing strategies to
establish relationships, foster trust, and remain competition. Practical benefits, including cost
reductions, expanded reach, and data analysis, are in addition to intangible benefits such as
brand narrative, consumer trust, and enhanced connection with key decision-makers.

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