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Digital Strategy for Marathon Petroleum
Founded in the year 1887, Marathon Petroleum Corporation is the fifth largest fuel company in the United States. The firm has approximately 1490 Speedway fuel stations in 7 different states across the United States and more than 5300 gas stations across 18 states of the United States. The primary goal of the company is creation of a greener environment while becoming the preferred global choice for oil. The digital strategy of Marathon Petroleum has a budget of USD 1, 000, 000, 000 used for creation of digital relations and also for social media advertising. Social Media advertising of Marathon Petroleum is proposed to be done by using Google Ad words, advertising on various social media websites like Facebook, Twitter, etc., building a mobile application, among others.
The target audiences for the digital strategy are all petroleum users of the United states between the age of 16-80, all the consumers those who are interested in adopting to a greener lifestyle or who are currently living in greener environments, and finally lifetime consumers of the company, people with an income of < 25, 000 USD as annual income, the Y generation, among others.
As part of the digital strategy, a blog for Marathon Petroleum would also be created that has relevant content on it. The blog would contain information about the various communities that the company is currently serving or is planning to serve in the near future, updates on the latest events of the company, useful tips to help save gas as well as money, and also information on ways to create and maintain renewable energy. The content on the blog is aimed to be as precise as possible while being consistent. There would be links provided on the blog to all the various social media networks or pages where Marathon Petroleum is being promoted.
On Facebook and Twitter, there would be posts that would link the user back to various other social media, links to the content that has information about renewable energy, active engagements and discussions with other brands, discount coupons, among others would be present.
A new mobile application would also be built that is extremely easy to access. Through the mobile application, the company offers round the clock services. The mobile app would also help to get the needed assistance for a number of fuel issues of vehicles.
The key performance indicators (KPIs) of the proposed digital strategy are an increase in the sales of the company’s fuel products. The metrics for the same are online activities like online client interaction, blog, social media following, Google Ad words, etc. The anticipated results are a dramatic increase in the sales percentage of fuel as well as other supplementary goods, increased awareness about the brand, among others.
The success of the proposed digital strategy can be measured by tracking the Google Analytics that offers information about the number of visits to the official website of the company as well as the blog. Comments and insights of the followers can also be tracked as this would provide information about the increasing brand awareness. In terms of the increased sales, if the net incomes of the current financial year are compared to the previous year net income, the increase in the percentage sales can be known. Lastly, the number of Facebook likes and Twitter following and following on the various other social media websites, if measure, would help in measuring the success of the strategy.
Marathon Petroleum Coorporation. About Marathon Petroleum Corporation. 2014. 10 November 2014. <http://www.marathonpetroleum.com/About_MPC/>.