Online marketing

Implementation of online marketing as a startup by ITwin

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Abstract

ITwin adopted the simplest strategy that is available for online marketing today. Their key

approach was to attract traffic to their website. They decided to build on a visibly

differentiated website and aimed to drive not volume of traffic towards it, but wanted to

ensure enough unique visitors are coming onto the website month on month. They wished to

use the website to educate the consumers about their unique product offering. Tapping into

the power of social media, they wanted to leverage the existing social networks to

communicate to the digital natives as well as the digital adopters. The company believed that

using a combination of a good web destination, backed by an excellent, innovative and

standout product and ably assisted by a good social media strategy they will be able to

capture the attention of the right consumer. They also wished to leverage their fast or free

shipping service, which they believed was a distinct advantage. ITwin used a mix of active

and passive marketing. Through active marketing, they aimed to reach out to as many new

stakeholders as possible, be it end customers or vendors or suppliers. With the use of passive

marketing, ITwin aimed to use passive marketing to reach out to the consumer using various

touch points, including detailed information on the website, use of high quality photos, videos

to demonstrate the usability of the product, testimonials of satisfied consumers. These all

passive efforts were aimed to converge and build faith in the ITwin’s product and eventually

attract new users.