Digital Effectiveness in Traditional Companies

M5A1: Digital Effectiveness in Traditional Companies

This paper continues to explore the operations of my capstone company Harley Davison.   It focuses on the online marketing strategy of the company and identifies how the company exploits opportunities in the growing global market.  The success of the company centers on its ability to cultivate the community it services.  To accomplish this, Harley Davidson remains firm to its already established brand values and interacts with its community of loyal customers.  Leadership at Harley Davidson pride themselves in living the same lifestyle as their customers.  The company’s offline and online strategies are built on the understanding that the brand does not generate the community; the community generates the brand (Flynn, unk).

Early Internet Strategy

In the 1980’s Harley Davidson began its push towards the internet and digital marketing.  Marketing has always been a part of its effort to connect with the community who purchase their product however the popularity of the internet opened up new doors for the company.  Online websites and social media created opportunities for the company to expand into new markets as well as build upon already established customer bases.  The internet and social media enabled the company to reach far beyond the borders of local communities and presented a method for reaching and interacting with demographics different from their normal consumer.  Early internet strategy targeted new populations for their products.  As an example women had formally only been seen as companions of the men who purchased motorcycle through the company.  The internet changed that, it gave Harley Davidson the ability to target and market it produces to women without the insecurity of losing face with its male dominated customer base in local dealerships.  The company was also able to target and appeal to the younger of customer who were more likely using the internet and social media platforms (Flynn, unk).

Harley Davidson uses the internet and social media as a vehicle for its online strategy, it is not the strategy itself.  The company has always focused on the community and the Harley Davidson experience and culture.  The internet and social media just made the process easier and more appealing to the wider range of consumers.  The Harley Davidson experience is a lifestyle that everyone from the CEOs of the company down to the individuals who purchase the product live.  Social media and the internet made it possible to combine offline strategy with online all while making it more interactive and affordable.  Harley Davidson reaches millions of people through website domestic and abroad without the expenses associated with onsite advertising.  In doing so the company uses the network to enhance the experience through live event coverage thus exploiting marketing opportunities.

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