Online Strategy Proposal

Mauricio A. Suarez

Situation Analysis

As a business-to-business company, Applied Robotics’ mission is to provide specialized end-of-arm tooling and connectivity solutions to meet market’s needs.

Applied Robotics’ main problem is its lack of social media popularity as well as the need for Search Engine Optimization.

SWOT Analysis

Strengths:•Growing top-of-the-line technology• Over 40 national patents granted to the innovative technology

Weakness:•Poor social media popularity•Need for engine optimization

Opportunities:•Little competition with strong walls to enter the market.

Threats:•New technologies in the industry (other than end-of-arm tooling)

Marketing Communication ObjectivesEnhance online buzz for the company by using all social media

tools, but only focusing on the main ones that will increase Applied Robotics’ popularity among the business-to-business industry.

Enhance Brand’s Search Engine Optimization (Google and Yahoo!)

Use social media tools (facebook, twitter, linked in) should exist and maintained, but should not be the main focus because of the type of industry.

Advertising through blogging and online PR can be minimal to none. If done it should done through online blogs directed to businesses create popularity among the industry.

Marketing Communication Strategy

Search Engine Optimization

Applied Robotics does not use AdWords Advertising on the major search engines.

Competitors (not even as big as Applied Robotics) take advantage of AdWords –enhancing their business.

Applied Robotics should use a Direct Response campaign that will let them know the effectiveness of the campaign based on site visits and revenue.

Search Engine Optimization

COMPETITIONAnd most ‘popular’ business in the robotic industry according Google and Yahoo!Holds the best spots in Organic and Sponsored searches.

Search Engine Optimization Campaign

Keyboard Competition Global Searches Estimated CPC

robotic arms 1 9900 $1.11

robotic gripper 0.87 2400 $0.93

robotic simulation 0.8 1600 $0.70

robotic manipulator 0.67 1900 $0.54

applied robotics 0.93 3600 $1.46

robotics 1 1830000 $1.14

robotic engineering 0.93 6600 $1.01

robotic automation 1 5400 $1.60

assembly robots 1 2400 $1.14

end effector 0.8 8100 $1.71

robotic arm 1 90500 $1.30

Sample AdWords Ad CopyApplied Robotics

Specialized end-of-arm tooling for industry's problem.

www.appliedrobotics.com

Applied RoboticsSolutions to any problems. Robotic

Automation for any industry.www.appliedrobotics.com

Facebook, Twitter and Linked-In are nowadays the ‘yellow and white pages’ of the internet. There should be no reason why Applied Robotics’ profiles should not be kept up to date and with a big fan base.

Other Social Media Tools

Fan base should not only include other businesses (our main consumers), but also scientists and students in the engineering and robotic field that will benefit from the updates and hopefully help Applied Robotics with new ideas.

Updates to the site should be more than to attract consumers: interesting enough to create a FAN base Future consumers).

i.e.: new technologies, new robots and processes Creates buzz in the robotic industry increasing Applied Robotics’ popularity.

Other Social Media Tools

Blogging and Online Public relations will not directly benefit Applied Robotics to bring in consumers, but it will create buzz if blogs are kept with top-of-the-line information about the new inventions.

Students and engineers will follow the company’s publications and blog about the topic. This creates popularity, ultimately attracting companies wanting to try what Applied Robotics have created = $$$.

Applied Robotics can benefit from ideas blog followers provide.

Direct Response campaigns are measured by the amount of consumers are attracted. In this case, Applied Robotics will know if they have successfully applied their campaign by the fan-base they have created/attracted.

Revenue: The Search Engine Optimization will bring direct consumers. If revenue increases, Google’s AdWords campaign has been successfully executed.

Thank You!

Evaluation