ABOUT JB HI-FI
JB HI-FI was founded in 1974 by John Barbuto in Melbourne, Australia. Initially it was a single store selling vinyl records. It is a locally owned public company, deriving revenue from the retail sale of consumer electronics, software, whitegoods and appliances. The company employs over 13,000 employees, operating in Australia and New Zealand, and is administered from its head office in Southbank, Victoria.
JB HI-FI Limited retails home consumer products in over 300 stores across the two countries. The company operates a number of store types, has an online store presence, and offers international technology and consulting services.
OWNED DIGITAL MARKETING COMMUNICATION CHANNEL
Owned digital marketing channels are the ones that your brand has total control over. For example: website, app, blog, social media accounts, email, SMS forums and any other media that you own and have complete control over.
WEBSITE
JB HI-Fi’s website is a sophisticated ecommerce engine which is designed to make it easy for you to shop, buy things, find stores and open an account.
One interesting thing about the site is that it uses a chaotic visual style which is more like a newspaper flyer than a website.
It has 6,71,000 likes on Facebook, posts daily and enjoys organic reach in the thousands, even if it doesn’t promote the content.
JB HI-FI does brand its page and posts, but the ‘newspaper flyer’ branding is difficult to re-do in the more structured way of facebook.
JB HI-Fi also gives away stuff in exchange for comments in posts.
Again this is an effective way to increase the engagement on facebook.
JB Hi-Fi uses the Facebook App framework to collect email addresses, so you don’t have to leave the platform in order to give your email, which is very smart.
It has over 24,000 followers on Twitter. Typically tweets only get a couple of re-tweets and a few favorites.
Twitter also offers brands a great opportunity to participate in a fun conversation with fans.
YOUTUBE
Despite having low followers, JB HI-FI has some amazing content on youtube.
It has a lot of up-to-date product videos with links back to the e-commerce website, which is a very wise strategy.
The consumers search endlessly for how to videos on youtube, it has become a go-to-place to learn, so having product videos on Youtube is resulting in valuable ecommerce traffic for the products people are searching for.
PAID DIGITAL MARKETING COMMUNICATION CHANNELS
Paid channels are those that you pay for, such as pay-per-click ( PPC ), display, advertising, social media advertising and influencer marketing.
Facebook, Instagram, Youtube, LinkedIn, Twitter, Snapchat and Pinterest are the top-performing channels for paid social ads.
The above image shows the statistics and gives real time insights for the Search Engine Marketing for JB HI-FI.
JB Hi-Fi's utilization of search engine marketing (SEM) appears to be robust, but ongoing keyword research and refinement can ensure their ads reach the most relevant audiences. Display advertising efforts, including banner ads and remarketing campaigns, have potential for improvement through creative and targeted messaging. Paid advertising on social media platforms is a positive step, but a deeper understanding of audience preferences and more interactive ad formats could yield better results.
EARNED DIGITAL MARKETING COMMUNICATION CHANNELS
Earned Digital Marketing is essentially word-of-mouth marketing, including any brand mentions, shares or reviews outside of paid or owned channels.
JB HI-FI does not have any influencers at the moment, who are associated with the brand for social media marketing.
JB HI-FI has been named Australia’s leading furniture and electrical retailer with a customer satisfaction rating of 92%, according to the latest Roy Morgan customer satisfaction ranking.
Roy Morgan CEO, Michele Levine said, “ JB Hi-Fi has a wide range of top-end electronic products at competitive pricing which has a strong appeal to Australians proud of their prosperity and achievements and willing to spend big to get what they want. Roy Morgan identifies these big spenders as the ‘Leading Lifestyles’ community and they comprise nearly a third of JB Hi-Fi’s overall customer base.”
RECOMMENDATIONS
JB undoubtedly has a good marketing communication strategy when it comes to their security appliances range, or Music and games equipment. However, when it comes to the rest of the product, they lack majorly in promoting them and bringing the feature in front of the customers.
Their new strategy should focus on the overall productivity of the Smart home Product range rather than just the security product range.
The major drawback is their current target audience, which does not target senior citizens and physically disabled.
JB uses the Integrated media mix to create a touchpoint for communication with the customers at all levels. Thus, it is using the channels well to cater to the target audience, but still, there is a gap in the strategy.
However, JB websites need some improvement; the website is not able to compare the products which are relevant for a customer in decision making
By using the segmentation technique, Jb Hi-Fi Limited can narrow down the large, diversified target audience into specific and narrowly defined groups. Market segmentation surveys are common methods of obtaining the customer-specific information that could be used to create groups sharing common characteristics.
After dividing the large diversified customer market into smaller groups with homogeneous characteristics, Jb Hi-Fi Limited should wisely choose the target segment/segments whose needs and expectations match the company’s resources and capabilities.
The survival in the increasingly competitive market requires Jb Hi-Fi Limited to set the clear differentiation basis that could provide an edge against rivals. Jb Hi-Fi Limited Marketing Strategy should focus on identifying unique selling propositions (USPs).
Some examples of USPs are the highest quality, lowest cost or uniqueness of idea.
The company can measure brand awareness by conducting brand recall surveys.
SUGGESTIONS FOR PROMOTION STRATEGY
Should hire influencers on social media such as bloggers or popular TV/movie stars, and include them in its advertisements. Bloggers can post content on their social media pages in order to promote. TV/movie stars can be included in advertisement commercials to increase acceptance of the product by customers.
Should initiate an advertising campaign where a consistent message is provided to customers on all media platforms. This will help increase awareness for the brand within the minds of the customers.
Should undergo various digital marketing techniques in order to improve the online traffic on its website. These include a banner advertisement, Search Engine Optimization and creating its blog.
Should make social media posts that are more relevant to its target audience. The posts should also be such that they encourage further action by customers such as sharing the posts with friends or leaving feedback in the form of comments. These should incorporate the latest social media trends such as hashtags, memes etc.
Should start collecting data on customers and start sending them messages through email or SMS, which will eventually result in repeat purchase by customers.
CONCLUSION
In conclusion, JB Hi-Fi, a stalwart in the electronics and entertainment retail industry, has leveraged a range of digital marketing communication channels to engage with its audience and drive traffic to its e-commerce website. Founded in 1974 with a single store selling vinyl records, JB Hi-Fi has evolved into a digitally savvy retailer operating over 300 stores in Australia and New Zealand.
Looking ahead, JB Hi-Fi's digital marketing strategy could benefit from greater diversity in product promotion, targeting a broader demographic, and a more comprehensive approach to promoting its Smart Home Product range. Segmenting its audience and optimizing its website for product comparisons are additional areas that warrant attention.
In conclusion, JB Hi-Fi's digital marketing communication channels and strategies reflect a brand that is adept at engaging its audience and staying competitive in a rapidly evolving industry. By embracing the ever-changing digital landscape and continuously refining its approach, JB Hi-Fi can further solidify its position as a leader in electronics and entertainment retail.
Comments