Analysis of the Marketing News Story
An article published on 18 May 2012 on Financial Time, ‘Facebook shares already a marketing incentive’, was talking about one Hong Kong-based brokerage company –‘8 Securities’ making use of the hype surrounding of Facebook’s initial public offering, to create values to customers. It also described how this promising company expanded its brand awareness with zero-sum of advertising investment by giving out US$200 of Facebook shares to customers who opened an account with them.
In Innotribe Start-up Challenge 2012, the co-founder of 8 Securities, Abdulla mentioned his team was frustrated with the ‘legacy technology, not having product development, and most importantly, no own customer experience’ in the traditional industry. Being eager to develop these missing elements in the future investment market, Abdulla started up his own Web 2.0 Company to launch the innovative ‘customized trading portal’ with acute insight and global ambitious.
In this essay, an analysis is conducted on 8 Securities’ marketing strategy that is mentioned in the article from the following various aspects. Recommendations on possible adjustment and improvement are also provided subsequently. 1. Promotion, in particular, free Facebook shares | Key Issue | * Ethics * Consumer behavior * Customer expereience | * Segmentation * Differentiation * Targeting | Less important | 2. Future Market and skill for future Marketers | Non- existent point |
8 Securities utilized the Facebook shares as part of its promotion strategy. With the clauses set on the eligibility for the free Facebook shares is to use their online trading services, 8 Securities successfully leverages Facebook as its ‘gimmicks’ to have created a significant market demand of its online trading services in return for the free share incentives. Although the process to receive the free shares was described as ‘simple by signing up’ by 8 Securities, the article brought up a minor ethic issue that in reality
In Innotribe Start-up Challenge 2012, the co-founder of 8 Securities, Abdulla mentioned his team was frustrated with the ‘legacy technology, not having product development, and most importantly, no own customer experience’ in the traditional industry. Being eager to develop these missing elements in the future investment market, Abdulla started up his own Web 2.0 Company to launch the innovative ‘customized trading portal’ with acute insight and global ambitious.
In this essay, an analysis is conducted on 8 Securities’ marketing strategy that is mentioned in the article from the following various aspects. Recommendations on possible adjustment and improvement are also provided subsequently. 1. Promotion, in particular, free Facebook shares | Key Issue | * Ethics * Consumer behavior * Customer expereience | * Segmentation * Differentiation * Targeting | Less important | 2. Future Market and skill for future Marketers | Non- existent point |
8 Securities utilized the Facebook shares as part of its promotion strategy. With the clauses set on the eligibility for the free Facebook shares is to use their online trading services, 8 Securities successfully leverages Facebook as its ‘gimmicks’ to have created a significant market demand of its online trading services in return for the free share incentives. Although the process to receive the free shares was described as ‘simple by signing up’ by 8 Securities, the article brought up a minor ethic issue that in reality