MKTG209 Digital Marketing : The Connected Space

Introduction 

The superannuation brands UniSuper and Australian have their own unique digital marketing concepts and strategies which help them to engage more audiences towards their brand. As it is seen that UniSuper has the best digital marketing strategy in the market as compared to its competitor. The issues are to contrast, compare as well as evaluate the similarities and differences between the two company’s digital marketing practices and to remove the gap in UniSuper which are being found by comparing it with the competitor brand Australian Super.

Knowledge and concepts of digital marketing

Australian Super 

The Australian super uses digital to the core techniques in its marketing strategies. By unlocking the door towards the transformation of the company, takes core approaches towards the superannuation company (AustralianSuper, 2021). The funds are also being digitized along with the operations and registries to make it more convenient. David Robertson is the director of the digital marketing department in this company. The company focuses on the lead as well as the prospect management along with the delivery of new members who can support in the 5 years growth plan and certain retention objectives. The content marketing along with search engine optimization helps to introduce new objects and making better engagement of the customers.

UniSuper 

The digital marketing concepts followed by UniSuper are achieving the company’s goals by using the best online platforms and certain digital resources like mobile sets so that most of the funds and the investments are being derived in the company (UniSuper, 2021). Being a superannuation company and a communication provider, the current changes and advances ask for the technological updates which can be remote and helps to access to people from any part of the world. The online advertising of the services which are provided by the company is being promoted well.

Social media 

While comparing the social media reach of these two superannuation brands, Australian super funds maintain the top position. The company even tries to actively take part in all the social media campaigns that happens to engage most of the audience. It initiates several email strategies, content strategy and with the help of the search engine optimization, makes the social media reach of the brand (Peters 2017). The volume of post is said to be comparatively high as per the UniSuper. UniSuper is not that active on Facebook and said to have dropped 3 places down as contrasting with the Australian Super funds. Facebook is said to be the best social channel having the best reach that is for all the super fund providers. UniSuper posted zero times in the duration of three months whereas Australian Super posts regularly in these networking sites which helps to connect with the people all around the world and also in promoting the brand by posting content about the offers and latest happenings along with the services provided by the brand to its customers. Using Twitter as a social media channel to post the latest updates are used by UniSuper.

Online reputation management 

In managing the online reputation of the brand, Australian super takes a step to update its self on a regular basis and taking the feedbacks derived from the online platforms and make it right and appealing so that the brand value and reputation is being created. The reputation management plays a very vital role as it helps in creating a brand image of the company and makes it enhancing (Shoreson 2018). The evaluation of UniSuper’s reputation management, the company states its criteria well and makes it attractive for the customers by issuing the best competitive ads and posts which ads a positive aspect to the reputation of the brand online. The similarity between them, are, that both of them work on promoting their brand in the best way so that is achieves the maximum reach of the audience. The Australian super manages on the trends a little better by adding more features of the brand and its services which are provided by the company.

Mobile marketing

Email marketing and creating key words for the Australian super, so that any person looking for their services can directly reach to them by entering the key word of the desired product. Australian super carries the best and convenient resources to ensure a good payment system maintaining all the privacy that is needed. Whereas the UniSuper deals with the strong user case and makes sure most of the users are aware of the mobile usage of the brand which can be possible (Arnold et.al 2017). The similarity between both the superannuation brand are that they find simpler ways throughout their journey from several purchases to discounts and the fulfilment that is provided to its customers. Mobile marketing is considered to be the multi-channel that uses other mobile devices, smartphones, tablets via which the messages, emails are being reached to the potential customers of these brands.

Comparative advantages for UniSuper

In demonstrating the comparative advantages of the company UniSuper from the competitive brand is that it must follow the following steps:

• Addition of the Artificial intelligence in the marketing process in making the best use of the techniques and technologies so that the workings are being easily promoted without facing any issues.
• Automated email marketing- introducing this feature in this company will cancel out the gap from the competitor and will focus on informing the people regarding the services and its rates along with special offers added to them(Valos al 2016).
• Adding a touch of personalization which makes the company unique in serving the clients in an efficient way that is possible. It even works to customize the offers as per the funds and services that a client takes from the company. This feature will help UniSuper to overcome the issues and serve people according to their requirements.
• User generated content that is being made. The content to be posted that is needed by the company(Cull, Burton and Lam 2020). It even works to strategize specific content that is focused on the people and grabs their attention while creating any marketing unit for its clients.

References 

Arnold, B., Bateman, H., Ferguson, A. and Raftery, A., 2017. Partner-scale economies, service bundling, and auditor independence in the Australian self-managed superannuation (pension) fund industry. Auditing: A Journal of Practice & Theory, 36(2), pp.161-180.

AustralianSuper, 2021. About Us | AustralianSuper. [online] Australiansuper.com. Available at: <https://www.australiansuper.com/about-us> [Accessed 13 June 2021].

Cull, M., Burton, S. and Lam, R., 2020. Ethics in Financial Products Marketing. The SAGE Handbook of Marketing Ethics, p.301.

Henninger, M. and Colwell, C., Government information regulatory regimes: a challenge for information literacy in organisations. In The Fifth European Conference on Information Literacy (ECIL) (p. 57).

Peters, B., 2017. Changing with the times. Superfunds Magazine, (420), p.28.

Shoreson, S., 2018. Measuring success. Superfunds Magazine, (432), p.29.

UniSuper, 2021. Home. [online] Unisuper.com.au. Available at: <https://www.unisuper.com.au/> [Accessed 13 June 2021].

Valos, M.J., Habibi, F.H., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016. Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Marketing Intelligence & Planning.

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