Starbucks
Pull techniques on-site: Starbucks has links to its Facebook, Twitter,
and My Starbucks Idea. The website contains links to different offers and
information on seasonal coffees and sweet treats. One of these links is to the
Panama Geisha coffee. Once you click on that link; it brings you to a page that
has a sign up link for a newsletter and coupons through email. The website also
has headlines and stories that connect to their blogs. On the blogs, the
website has links to all their social media platforms.
Push techniques on-site:
I did not notice too many push techniques on-site. There is no RSS Feed buttons
or section to sign up for emails. They do have a website for the Starbucks
Card: https://www.starbucks.com/shop/card
that has a popup advertising the Starbucks Reward Card.
Off-site pull
techniques: Starbucks advertises on TV and in magazines such as People. They also have AdWords on
Google. Starbucks has a sponsored story on Facebook about their partnership
with USAID in support of Columbian coffee farmers that was posted on August
27. They also offer promotions. On their
blogs, Twitter, and My Starbucks Idea site, there are buttons to click to get
transferred to their other social media sites. Twitter has a section to sign up
with an email address to follow Starbucks and request updates.
Off-site push
techniques: Starbucks sends email and newsletters. They also have started
advertising with pop ups on mobile devises.
From my observations, it appears that Starbucks uses pull
marketing on their website and social media sites. They offer followers
different opportunities to sign up for email updates, coupons, and newsletters.
Starbucks does push marketing through the emails and newsletters. I feel like
they really take advantage of word of mouth advertising that comes from their
followers both on Facebook and Twitter. The number of comments on their posts
is quite high. Their followers seem to be very engaged and loyal.
Content: I have
been looking at the Starbucks website for over a week, and I have noticed that
they changed some of their informational links and added some new content in
that time frame. They do post new content on their Facebook daily. Many times
the content includes photos of their beverages. They also post new content on
Twitter a few times a day. The tweets vary from in store promotions to touching
tweets about enjoying coffee. They also re-tweet tweets from followers.
Starbucks My Idea has a lot of fresh content that is generated by the users who
are posting their ideas to make Starbucks even better. Both Starbucks blog and their Shared Values
Blog have not had any new content posted for months.
Mobile Friendly: Starbucks
is mobile friendly. Under the Card
column on their website, there is a link to mobile apps. Also, there is an app that can be installed
on a cell phone to pay. Starbucks has also created ads that are popping up on
mobile devices. These ads are targeted to promoting their new to-go iced
coffees. If you click on the ad you must tap it to ‘break the ice.’ After the
ice breaks, the three different iced coffee flavors pop up. They also have a
button on this site that brings you to the Facebook page and Twitter feed.
Starbucks also includes great photos and captions that are easy to read on a
mobile device. Their layout is also conducive to clicking on links or looking
at posts.
Share Buttons: Starbucks
does have share buttons on My Starbucks Idea, Facebook, and on their blog.
Other Features: Another
feature that Starbucks uses on all their different sites is a uniform
presentation. Starbucks signature color is green. The color, logos and
information are consistent on their website, blogs, and social media channels.
They maintain the same font and color scheme. They do present a consistent
message on the multiple channels and maintain their brand image with brand
imagery, tone of voice, and their message. Their website is easy to navigate
and contains a variety of content that is useful to a consumer. It also
contains links to their social media channels
Recommendation: I
do have a few recommendations for how Starbucks could improve their website. I
feel that Starbucks should include links for email updates and RSS feed that
are more visible on their website. These links need to be on the initial website
page and clearly visible to the user. I also think that their content needs to
be updated more frequently on their website, as well as on their blogs. In
order to engage the target audience, new content must be provided. Blogs can
help improve SEO. Starbucks basically deals with coffee, tea, and specialty
beverages. It might be difficult to constantly add new content on such a
limited topic, but I think the blogs definitely need to be updated more
frequently. I also think that Starbucks
could benefit from having a link that takes customers from their Facebook and
Twitter pages directly to their website. Starbucks could also create some
contests to attract more users to their website.
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