Digital Marketing Strategy
Strategy
Even though Uber’s most effective instrument for acquiring new clients is word to mouth marketing, their online campaigning is also a noticeable factor of company’s success. Overall, the marketing strategy of Uber is best described as Omni-Channel approach. Uber is present everywhere: at Growth Hackers, Facebook and mobile games, not mentioning their own official site, of course. Uber tries to cover as more different audiences as possible, valuing diversity among both drivers and riders. Concentrating on such different platforms allows diverting older generation, which is more conservative in terms of using technology.
Facebook advertising is one of the flagships of Uber’s online marketing campaign. Uber uses Facebook’s possibilities to advertise cervices in chosen cities, to encourage users to refer a friend for a free ride, to target friends of registered users and to remind users, who have not been using an app lately, about the service (Cleanthous, 2014). The partnership with Facebook also brought Uber’s clients a possibility to request rides directly from the messaging app, which eases the access to the services to a new measure. The following in major social media platforms is not only used as a channel for advertising, but mostly as a mean of communication. Therefore, Uber has not stopped at channel of social media. Uber has a presence in a number of platforms, striving to become one service that can satisfy the maximum number of clients’ needs. There is UberEATS, a rapid food delivery. UberRUSH – a business to business delivery service. UberHEALTH delivers flu medication to customers and UberEVENTS offers services in the area of wedding organization. All of the services are present online, which allows to cover bigger audience any other transport company may even dream about.
It is easy to see what is Uber’s ultimate goal and how online presence helps in achieving it: becoming a united service for all of customers’ needs that is available at every place online imaginable.
Evaluation
Uber’s digital marketing strategy is an exceptional example of how the online space can be used in all its fullness. However, the company has some issues with their technical details regarding the execution of the campaign and usage of concrete means of online marketing, such as SEO writing. Meta description of does not contain any strong non-brand keywords that could have improved search in a great measure. Using other keywords that are not their brand name would allow including their description in larger variety of search request, directing more customers to them as Uber is already a most recognizable transportation brand among all of the competition. Also, Uber’s ads do not mention their strengths and advantages. To lure in more drivers, Uber’s ads only use money as the main factor (Schwartz, 2015). Having a positive idea can go a long way in …
