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Digital
Marketing Tactics
Name
Institutional
affiliation
Digital Marketing Tactics
1.0
Background of Tesla Company
The
company was founded in 2003 as Tesla Motors; however, in 2017 the company was
incorporated to form Tesla, Inc. to reflect that it also dealt in other
products as opposed to only vehicles. The company is owned by Elon Musk
recording a turnover of over $25 billion annually and has more than 35,000
employees. Tesla Inc. was established by a group engineers who had drawn
inspiration from the need to speed up the world’s transition to the use of
sustainable energy (Tesla, 2018). Besides, the founders of the company wanted
to change the general belief that dictated that the use of electric cars
required a compromise.
According
to Tesla (2018), presently, the company has vested interests in the production
of alternative energy vehicles such as battery-operated vehicles, hybrid vehicles
and solar-powered cars as well as other clean energy generation and storage
products. Tesla Inc. is a forerunner in the provision of sustainable energy
options considering the company has enrolled the services of the best research
and development teams. Tesla Inc. runs its production operations from its
factory in Freemont California to guarantee the creation of sustainable energy
ecosystem.
2.0 The
context of Digital Marketing tactics
Tesla
Inc. has a diverse presence on different social media platforms that include
Facebook and Twitter where the company commands a following of over 4 million
people from different parts of the world. Sunley (2017) acknowledges that the
social media marketing teams at Tesla Inc. generate online traffic through
frequent posts that allow the company's social media followers to be engaged
through the use of modest means. For example, in 2016 to support the launch of
Tesla’s Inc. newest brand the Model 3,
the company used social media platforms to promote their messages far and wide.
Today, the use of social media has grown popular due to the increased access to
smartphones; therefore Tesla Inc. decided to capitalize on its use considering
it's a fast and free way that can be used to establish a successful connection
with potential customers.
There
is a significant shift in marketing trends as auto-mobile manufacturers no
longer rely on using television advertisements as a way of promoting new brands
(Sherman, 2017). For that reason, to align with the continually evolving
marketing tactics the marketing team at Tesla Inc. has adopted social media
marketing to be part of its product promotion campaigns. This situation is
evidenced by the increase in the total mentions on different social media
platforms among the most significant car brands in the world as shown in Figure
1. From a social media marketing perspective, Tesla Inc. depicts incredible
strength despite the company being founded in 2003, and recording comparatively
less annual returns compared to other automotive giants. Tesla Inc. outperforms
the majority of the established automobile manufacturers such as Mercedes-Benz,
Ford, Chevrolet, and so on the use of social media as a digital marketing tool.
This situation indicates that despite being smaller, it has significantly
outperformed the majority of its competitors.
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