Digital Marketing

Strategy

Yu-Hsiang Chen

Business Founded in 1937

World largest auto manufacturer

“Reliable”, “Comfortable” and “Affordable”

Hybrid technology

Fuel Efficiency and Eco-Friendly

Rebuild brand image

Increase sales

Challenges & Goals

Social Media & Social Networking Sites

Search Engine Marketing (SEM) & Search Engine Optimization (SEO) Tools

Integrated Themes

624,000 “Likes”

67,900 Followers

14,000 in their Circle

Key Components: Social Media

Online commercial or video Focus more on hybrid technology Interact with customers online

Social Media: More To Do

Reach more customers and buyers directly Google Advertisement & Tools

Key Components: SEM & SEO

US Top 3 Online Auto Retailer:

• eBay Motors• Autotrader.com• Cars.com

Additional Contents Need:

• Banners• In-page advertisements• Links

SEM & SEO:Other Websites

Increase 23.5% annual sales of hybrid car in the US• From around 200,000 units to 250,000 units. • Bring the sales number of Toyota Prius back to the

year of 2007: A total of around 180,000 sales.

Success of Strategies

Google: 50%

Other Sources: 50%

Social Media & Social Networking: ALL YEAR

SEM & SEO: September-April

Other Websites: September-April

◦ The timelines are based on tax return season and vehicle purchasing for winter

Budget & Timeline