5-1 Final Project 1 Milestone Two Addressing the Gaps
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Southern New Hampshire University
MKT-645: Online Marketing Channels
Professor Matt Gergeni
5-1 Final Project 1 Milestone Two: Addressing the Gaps
Elizabeth A. Hauck
I.
Overview:
Digital marketing improvements are imperative for the Tate to increase profitability and stay ahead of the competitive market. In today’s fast world, businesses must effectively connect with their consumer base to build brand awareness and drive sales. With technological advancements, Tate can expand their marketing reach and achieve a higher profitability. Digital marketing allows for better targeting and personalization through data analytics, increasing conversion, and customer loyalty. The Tate can engage a wider audience through digital strategies such as social media, SEO, content marketing, and email campaigns. Having a digital landscape offers numerous opportunities for Tate to establish a strong online presence and build trust through impactful content, influencer collaborations, and customer engagement. II.
Target / Potential Customer:
With the vast content on the Tate website, digital improvements are necessary for success. To achieve the audience-centered approach and provide a high-quality user experience, it is critical to clearly define the audience’s needs and communicate them to internal stakeholders. This will
encourage alignment with fulfilling those needs. To expand its customer base, the Tate should consider targeting additional visitor segments. According to Tate’s audience segmentation data, 17% of visitors are student with research purposes, 16% of visitors are for personal interest research, and 14% of visitors are for professional research. By focusing on these (3) three specific groups, Tate can implement targeted marketing strategies that
are tailored to their needs and/or interests. This approach will not only assist Tate in attracting new customers but also guarantee their active and ongoing
engagement with the museum. By capitalizing on these untapped visitor segments, the Tate can solidify its position as a leading art institution. The data above confirms that the targeted audience is between the ages of (18) eighteen to (35) thirty-five years old, who have a personal or professional avidity to research art or The Tate institution. The newly developed customer persona is a (25) twenty-five-year-old male, named Joel Matthews. Joel works full time as a brand manager and is continuing his education in MBA program at Hult International Business School. He currently makes $55,000 per year, but with college and savings for his wedding, he does not have much disposable income. Between her studies, work, and family time he does not have much time to visit the gallery, but it would be beneficial for his professional and academic career. III.
Where Current Strategies Miss:
The Tate utilizes all major social media to engage with its audience(s). Tate currently has 1.3 million followers on Facebook, 4.3 million followers on Instagram, 4.6 million followers on Twitter, and 45.2 followers on TikTok. However, they do not have much engagement on any platform. With the Tate’s content, the audience gives little to no response (i.e., comments, shares, etc.) Facebook’s main focus is on specific art pieces and their historical value, on Instagram Tate focuses on videos and photos related to the art pieces with long captioning, Twitter is utilized more as their main hub
with information on exhibits, art pieces, artists, etc. TikTok focuses on content by artists and highlighting some exhibits. The Tate’s current social media approach is ineffective because they do not understand the purpose of each platform and the necessary content that is needed to generate content and reach a larger audience. Facebook is typically utilized by businesses to share overarching updates, Instagram for visual content such as videos and photos with short but impactful captioning,
Twitter for real-time updates, promotions, and audience interaction, and TikTok for collaborations. The Tate can improve their social media strategy by focusing on creating compelling and visually appealing content for each platform to ensure that it resonates with that specific audience. This can include exhibit information and special event information on Facebook, highlighting specific art pieces on Instagram, surveying followers about exhibitions on Twitter, and collaborating with artists and brands on TikTok. The Tate should also focus
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