It is definitely a demanding task, especially when you consider the multitude of factors that are involved in making it work. As with practically every other field of endeavor, the dominant players always find a way to achieve fantastic results.
Uber, the disruptive peer-to-peer ride-sharing service, has practically decimated the traditional taxicab industry in over 60 countries (and growing). Within ten years of launch, it has become the face of the On-demand Marketplace and inspiration of ‘Uber for X’ entrepreneurs around the world.
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Let’s take a look at their marketing strategy:
Uber is infamous for swooping into, and ultimately disrupting the taxi industry through its expert use of digital marketing. The reason why Uber could do this was in its ability to communicate with consumers in the space where communication was already happening.
Because the taxicab industry wasn’t engaging in its customers’ digital conversation, Uber took over. Needless to say – social media marketing is integral to Uber’s digital marketing strategy. And so, the company capitalizes on digital engagement to, both, increase ridership, and increase the number of drivers on the road.
Uber employs Facebook, Instagram, and Twitter as its main digital marketing channels. Facebook and Twitter allow users to post positive and negative feedback, allowing Uber to be in direct contact with its customers. Instagram is where Uber unveils new features and offers exclusive deals and discounts.
In 2016, Uber unveiled a new complement rating system for giving positive feedback on your ride. Feedback about positive user experiences provides Uber with valuable information on the most marketable aspects of their service. Using this information, Uber put together a Youtube campaign to highlight extraordinary Uber experiences.
Uber uses its social media and digital marketing channels to propagate positive, inclusive messaging across the internet. The companies messaging focuses on inclusion, connectivity, and social awareness. By connecting its messaging to issues in society, customers feel a greater sense of connectivity to their world by using Uber.
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Uber’s first TV ad, Effortless Night, spearheads the campaign Where To?, which also covers out-of-home, online, cinema, and press and will run for six weeks in the UK. Elvis Presley’s You’re the Boss adds its cool to the film, which was directed by Kim Gehrig, and created by BBH London.
The TVC was filmed in one shot, which meant that there were days of rehearsals to make sure the choreographed piece flowed across 60 seconds, that the story in each nightclub registered and that it told the overarching story of an evening out and about made easy by Uber.
UberEats is willing to integrate technology into its meal-delivery service and plans to drop off its first drone in 2021. The ridesharing company revealed that they’re keen to utilize drone technology for the UberEats meal-delivery service and accidentally by a job ad posted on WSJ, titled “flight standards and training”.
The position is based in the company’s home city of San Francisco. The ad says the primary focus of the role is to develop “standards, procedures, and training while scaling down the operational risk for all UberExpress flight operations.” UberExpress is the internal name used for the company’s drone-based plan.
This year, there has been incredible news from the tech industry at Web Summit Lisbon, and here comes the coolest one: Flying Taxi Software by Uber and NASA. Jeff Holden, Uber’s chief product officer announced that they have signed a contract with NASA to bring “flying taxis” into real life.
As it is said, the amazing service, which will be begun to be tested in Los Angeles, in 2020, would be completely electric and the length of the journey would be reduced a lot. As they describe urban air transportation, it is planned to use three-dimensional airspace to alleviate transportation congestion on the ground.
This would be a network of small, electric aircraft that take off and land vertically (called VTOL aircraft for Vertical Take-off and Landing, and pronounced vee-tol), will allow quick, safe transportation between suburbs and cities.
Uber’s marketing strategy is multi-pronged and innovative. Let’s take a look at some of the campaigns and tactics that have been integral to the growth of the company valued at $62.5 billion.
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Not many consumers know it, but Uber has had a loyalty program for at least about two years now. “Uber VIP” is exclusive to those who are actually loyal – customers who’ve taken over 100 Uber rides.
It seems like the main tangible benefit of the program is that VIPs have special access to the highest-rated drivers. However, the program also signifies a commitment to and gratitude for these returning customers, who surely feel slightly proud of the fact that they’re “very important.
Word of mouth marketing has been essential for Uber. The way the company initially fostered it was by seeking out Silicon Valley movers and shakers and getting them to advocate for the brand.
While many techies are constantly looking for new products and services that transform their ways of life, Uber also took aim at them by sponsoring events, giving first-time riders a free trial, and adopting a hyper-local strategy thA company’s social feeds might be full of promotional content or sharing the market facts. These feeds tell the purpose, agenda, and ideologies of the brand. Read the complete post to know how these feeds showcase a business story.at changes shape with each new city the company enters.
The most crucial aspect of Uber’s marketing strategy and its product itself is its seamless, multi-channel nature. In an excellent Growth Hackers post, Sean Ellis, Everette Taylor, and Dylan la Com note that “Uber set out to reimagine the entire [taxi] experience to make it seamless and enjoyable across the board.
Uber didn’t fix one aspect of the system (e.g. mobile payments for the existing taxi infrastructure), they tackled the whole experience from mobile hailing, seamless payments, better cars, to no tips and driver ratings.”
The product is tapped into customers’ lives in a wholly revolutionary way compared to the old method of hailing or dialing a cab. And this approach also gained the popularity in the top digital marketing trends.
Early adopters have since been able to take advantage of Uber’s referral marketing program to give friends free rides while earning credits themselves. This gives the money-get money program gave first-timers a more concrete reason to try the service.
It’s been massively successful both for Uber and for certain superfans, one of whom earned over $50,000 in referral credits. Drivers also get referral incentives, thereby making acquisition on both the customer and “contractor” sides faster and easier.
One massive differentiator between Uber and traditional taxis is that the transportation disruptor has rating systems for both drivers and passengers. Drivers are probably more motivated by their ratings since passengers can’t easily find out where they stand.
Either way, the system promotes trust in Uber and better behavior on the parts of both driver and passenger. A certain amount of uncertainty (or dread) about how chatty or inebriated one’s travel buddy will be is thereby eliminated, making everything a little smoother for everyone.
Uber has implemented a number of partnerships to entice both first-time and loyal customers to take a ride. Certain Capital One credit card holders can get discounted rides, Starwood Hotels Preferred Guest members can earn hotel points for every Uber trip they take, and Spotify users can link their profile to their Uber account to play their music while they ride.
While the Capital One and Starwood Hotels partnerships give those customers a financial incentive to ride, the Spotify alliance is just a fun add-on for users coming home from the bars. All of these partnerships, though, give more legitimacy to the gargantuan startup.
Every time Uber launches a new special offer, groups of millennials around the world cheer. Sometimes the service delivers kittens to offices and other times it lets passengers ride with famous musicians like Diplo or Matt & Kim.
These exciting “surprise and delight” tactics work to please loyal customers, generate positive buzz, and give Uber a more fun and friendly image, which is something it often lacks in comparison to its competitor Lyft.
At the same time that Uber extends its presence to other channels, it’s also striving to fulfill more consumer needs on its own platform. UberEATS is the company’s rapid food delivery service and a standalone app.
UberRUSH, meanwhile, is a business-to-business delivery service that’s already partnered with Shopify, Bigcommerce, and Clover. UberHEALTH has begun to deliver flu shots, and UberEVENTS is working its way into the wedding industry by letting event hosts prearrange and prepay for transport for their guests.
While your business might not have its eyes set on offering so many different functions, there’s still a lot to learn from Uber’s marketing strategy. They’re merging mobile technology and data to create a famous customer-centric experience.
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We are meant to deliver the values that can establish your reputation and increase your brand’s outreach in the market. Our core approach is focused on implementing the most qualitative digital content strategies to market your brand globally.
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