Jetta's target market segment was the middle-class who were above 25 years and were at the onset of their careers and thus had no time to watch television, hence the need to shift from traditional models. Twitter was found to match Jetta's target market. Further, the platform had better features compared to Face book and other social media platforms such as the ability of the audience to tweet from a generated strip without necessarily opening the twitter app. Moreover, the company could easily monitor the progress of the campaign and change tact where necessary.
As opposed to the traditional model of advertising where ads are placed on newspapers and other platforms concurrently, Volkswagen first created curiosity by placing adverts in two leading newspapers, which were painted silver. Further, the use of the title 'anything for Jetta' created more interest. From the audience's perspective, the title wasn't clear on what was coming, thereby attracting more attention. The use of visual aid is essential in marketing; however, the company added the following features to catch the attention of the target audience such as the use of dynamic banners, screaming banners, and flash games. This tactic was new in the sense that conventional models only use visual aids with direct links to the company's website.
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Marketing should use the least amount of capital to obtain the maximum obtainable results. Therefore, to reduce the budget, it is rational to reduce the amount spent in holding gatherings, retail shops, and malls as this approach only reaches a limited number of the target audience.
While ‘Anything For Jetta’ might have worked for the company but the project might have achieved better results if it concentrated on all the social media platforms. The budget would have remained relatively the same, and the number of clients would have increased since specialization is limiting, especially on products such as vehicles
Barclays planned on shifting to a consumer-focused marketing scheme that clearly showed the journey a purchaser went through in the process of purchasing a product or service. The following are the stages of the buying funnel: the creation of information aimed at facilitating the client's purchase decisions this was implemented through the use of social media platforms such as Twitter, and Linkedln; holding of seminars that would later be hosted on the company’s website and social media groups; to make the information more visible, the company revamped its website and added content on workshops, skill training, and webcast library among others. Also, the company adopted the use of Keywords used frequently by Internet users; lastly, the use of contests with the objective of driving traffic through the use of backlinks.
Content: the creation of relevant and appropriate content for the website.
Visibility: Content created by the company and added to the website had to be relayed or disseminated to the public in an effective way.
Keywords: Through the use of hashtags/ the primary words used by Internet users in their online searches.
Campaigns: Contests and gifting of presents are aimed at driving the audience towards one end: visiting the company's website.
3. While all the stages are likely to attract Internet users to the company’s website, the use of Keywords is the most effective one. It is considered to be the blueprint of online marketing. This is because most of the users depend on the keywords to obtain the intended information from the internet and even on other platforms.
