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Assignment on Digital Media | Uber Case Study

Introduction

The busy schedule of modern living seeks smart and sharp service to meet the need and demand. Uber is the current ride-hailing giant who is providing the 24X7 service to the customer in more than 600 cities and metropolitan areas over the world. The company enters into the competitive market with the use of digital instrument. The mobile application is the digital platform to introduce the service of Uber cars to the international customers. The aim of the report is to describe the digital presence of Uber and its multiple functions through the digital instrument.

D) Uber’s digital presence based on its owned, paid, and earned digital media (focus should be on digital communication tools and channels. Mention brand’s use of traditional IMC tools if/when relevant)

Uber’s Media Presence

Uber prefers the media presence to get the customer review on their service quality and delivery process. Presently, the CEO of Uber, Dara Khosrowshahi announced about their launching of new online service, Global Creative Review to gather feedbacks of their customers (Uber.com, 2018). The ride-hailing giant Uber issued an RFI to review the Uber calls and conversations. Uber has their official page on Facebook, Twitter, Instagram and Uber app to reach the customer easily and quickly. The management team has signed agreement with several creative and digital media agencies like DigitasLBi San Francisco and Widden+Kennedy New York to record the media reports about their service quality and market position.

Uber’s Use of traditional IMC Tools

The international ride-hailing company Uber used the traditional IMC tools to integrate their marketing strategy in the international platform. The use of traditional IMC tools provides Uber the opp ........

ument. The mobile application is the digital platform to introduce the service of Uber cars to the international customers. The aim of the report is to describe the digital presence of Uber and its multiple functions through the digital instrument.

D) Uber’s digital presence based on its owned, paid, and earned digital media (focus should be on digital communication tools and channels. Mention brand’s use of traditional IMC tools if/when relevant)

Uber’s Media Presence

Uber prefers the media presence to get the customer review on their service quality and delivery process. Presently, the CEO of Uber, Dara Khosrowshahi announced about their launching of new online service, Global Creative Review to gather feedbacks of their customers (Uber.com, 2018). The ride-hailing giant Uber issued an RFI to review the Uber calls and conversations. Uber has their official page on Facebook, Twitter, Instagram and Uber app to reach the customer easily and quickly. The management team has signed agreement with several creative and digital media agencies like DigitasLBi San Francisco and Widden+Kennedy New York to record the media reports about their service quality and market position.

Uber’s Use of traditional IMC Tools

The international ride-hailing company Uber used the traditional IMC tools to integrate their marketing strategy in the international platform. The use of traditional IMC tools provides Uber the opportunity to grab the attention of the customers about their new and updated offers and packages (Rogers, 20150. Uber adopted the traditional IMC tools to enhance their promotion and advertising elements of marketing mix. The outdoor advertising is always in the pick of Uber advertisement. However, the platform of social media is the strongest instrument to promote their service. On the other hand, the newspaper advertising and broad cast is still in the traditional IMC tools used by the marketing department of Uber. Mobile application is the parent IMC tool, which introduced the Uber application.

Digital Tools and Channels used by Uber

Uber used multiple online tools to increase their marketing area. The mingling of globalization and digitalization help Uber to enhance and expand their business through the online service. Uber marketing uses the social media, online magazines, e-newsletters, blogs and e-mail to reach the consumers. The integrated online strategy increases the online network to strengthen the international client’s network. The Search engine Optimization and Google Ad-world are increasing the speed marketing area of Uber. The video promotion in the YouTube and web pages is the strongest digital tool used by the Uber group to enhance their e marketing.

Uber’s Presence in Digital Media

The mission of Uber is to change the world with the online networking system. Nowadays, they are grabbing the major portion of more than 600 cities around the world to provide the better riding to the customers (Laurell  and Sandström, 2016). The presence of Uber in several digital media provides the details information about social media networks, audience traffic, web traffic, and the competitor analysis. Lyft and Curb are the current competitors of Uber Cabs. The online survey enables the management team to change their faults and follies in accordance with the negative feedbacks and complaints of the customers. The mobile application of Uber has an option to rate every single ride and share their riding experience with the Uber family. The major portion of current digital media is cover by the Uber group in order to increase the e business area.

Uber’s Owned Digital Media

The Uber service is already ruling the major digital platform. Current daily schedule is pushing the customer to avail the possible online service to fulfill their needs and demands. Presently, the Uber family is trending to consult several global agencies to enhance their presence in the digital media. Uber has recently signed an agreement with the reputed agency Dentsu Aegis Network-owned Fetch Media to spread the online advertisement in order to attract the new and existing customers. Uber is recently adopted the high tech techniques to reach the higher classes customers. The marketing department of Uber put their special focus on the traditional digital media like Television and email marketing. Therefore, the list of digital platform covering by the Uber service is increasing day by day.

Uber’s Paid Digital Media

Uber is now spending a larger amount of money in digital media advertising. Uber paid more than $1,371,392 in the last 180 days for the online advertising purpose in Media Math, Advertising.com and Google Display. On the other hand, $1,371,392 in the past 180 days prefers to post their ad in most popular online publisher like AOL.com Inbox.com, Urabn dictionary and others by paying a certain amount. Uber introduces the slick and modern Ad Creative’s by spending $250 per week, which creates multiple banner and text ads to attract the attention of new customers (Court of Justice of the European Union, 2017). The management team believes in better service quality to increase the customer retention and profit margin. Therefore, they never put their step backward to pay for online advertisement.

Conclusion

The current competitive market is full of giant competitors for the brand service provider Uber. The tough competition level of competitive market is pushing Uber to spend a large amount of in the online marketing. The digitalization is responsible for this remarkable success of Uber. However, the strong presence in social media is benefiting the organization to gather information about their faults and follies with the help of negative feedbacks and complaints of the customer. The report is successfully discusses the interrelationship between the digital media and Uber service to benefit the international customer of urban area.