Term Paper on "Online Marketing Strategies for Lockheed-Martin Significant Opportunity"
Term Paper 3 pages (1027 words) Sources: 1
[EXCERPT] . . . .
Online Marketing Strategies for Lockheed-MartinSignificant opportunity exists for Lockheed-Martin to more effectively attract, sell and serve both existing customers and prospects using the Internet. The intent of this memo is to discuss a series of online marketing strategies the company can undertake to both create additional brand value and increase sales over the long-term. The memo concludes with opportunities for improvement to the Lockheed Martin Online Marketing Strategies.
Overview of Online Marketing Strategy Today
Today the online initiatives of Lockheed Martin generate awareness of the brand and also create high levels of credibility with prospects globally with the specific naming of globally recognized customer names. The website strategy is used to connote state-of-the-art engineering in conjunction with world-class credibility, and sets the Lockheed Martin brand apart as one that is first and foremost committed to assisting customers get to their most challenging goals. The vision statement of the company is prominently displayed throughout the site and on the downloadable collateral materials as well, stating that the Lockheed Martin vision Is "Powered by Innovation, Guided by Integrity, We Help Our Customers Achieve Their Most Challenging Goals."
In terms of creating additional brand value, the website as it stands today does a very good job of positioning Lockheed Martin as a leader in the four dominant business areas it competes in including aeronautics, electronic systems, information systems and global services, and space systems. The messaging of Lockheed Martin being powered by innovation and guided by int
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Table 1: Comparing Metrics by Purchase Funnel Steps
Purchase Funnel Step
Online Media Metrics
Awareness
Overall Company Aided and Unaided Awareness
Model-specific Aided and Unaided Awareness
Ad effectiveness aided and unaided awareness
Media Strategy Effectiveness Aided and Unaided Awareness
Consideration
Intention by Product
Criteria for product selection
Penetration of Consideration Share
Penetration of Audience Share
Share of Audience
Preference
In short set of the purchase set of the consumer?
Trial
Penetration by Trail Segment
Brand Equity Metrics
Cannibalization of Competitive Brand
Purchase
Trial purchase
Early adopter/early rejecter
Brand Penetration
Penetration Share of Audience
Penetration Share of Market
Retention
Willingness to Recommend
Market Share
Unit Share
Relative Market Share
Heavy Usage Index
Opportunities for Improvement in Lockheed Martins' Online Marketing Strategy
Lockheed Martin sells to a very conservative set of customers globally, many of them elected representatives of foreign nations, and in the case of sales to military departments, high ranking military officers. The use of online marketing strategies needs to take this aspect of Lockheed Martins' customer base into account, and stay consistent yet… READ MORE
Quoted Instructions for "Online Marketing Strategies for Lockheed-Martin Significant Opportunity" Assignment:
*****¢ Write a 2-3 page Online Marketing Strategy individual memo outlining and evaluating your organization*****s efforts to leverage the Internet as a communication medium (e.g., Web, email). Refer to the information provided in any and all course materials, and answer the following questions:
o How does your organization*****s online marketing investments create additional brand value and/or sales volume (or do they)?
o What opportunities for improvement exist (consider the value of the Internet as a bi-directional medium; and be sure to address the anticipated benefits that justify your proposed changes, along with any potential challenges)? Due Week 4
*****Company is Lockheed ***** which is a Department of Defense Contractor
How to Reference "Online Marketing Strategies for Lockheed-Martin Significant Opportunity" Term Paper in a Bibliography
“Online Marketing Strategies for Lockheed-Martin Significant Opportunity.” A1-TermPaper.com, 2007, https://www.a1-termpaper.com/topics/essay/online-marketing-strategies-lockheed-martin/9331166. Accessed 5 Oct 2024.
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