为了研究Kogan.com数字使用的有效性，对品牌及其相关的社交媒体进行战略分析是至关重要的。看看这个网站，很明显没有链接到它的社交媒体。联系的选项在页脚是可用的，但它没有项目的轻松沟通与客户支持团队的Kogan.com。由此可以得出结论，社交媒体链接和网站分析都很差。如果你想进一步搜索这家公司的数字媒体表现，你可以在Facebook上找到一个页面。这不是最新的，但有足够的资料，并开展了一些活动。在这个平台上与客户的互动非常好，可以转换leads (Anderson and Simestor, 2014)。没有消费者对该品牌的评论，该品牌也没有发布任何产品评论。有一个带有扩展comp的博客，这个博客分享了关于最新趋势的充分信息。这个博客的大部分互动都是关于内部促销和销售营销，对客户来说用处有限。
该公司缺乏数字营销策略。有一个微网站和一个已建立的网站，向他人投射品牌形象。然而，他们并没有参与(鲁斯兰，2010)。SEO很差。快速反应在Facebook上被注意到，但该网站没有功能来解决消费者的疑问。Facebook页面上上传了一些关于这位创始人和获奖情况的视频。本页面链接到本网站，但没有链接到本网站。公司没有倾听客户的需求，用Kogan.com的产品影响他们，也没有建立一个能够尽可能多地吸引和发展客户忠诚度的社区。该公司做有限的广告，它收购其他公司，不合作。这里没有前哨站，数字属性非常有限(Kogan, 2017)。产品目录仅限于他们网站上能找到的产品。数字媒体的不良表现可能是引发争议的原因之一，因为它从未主动与消费者或利益相关者沟通(Berger, 2014)。整合差和商业伙伴支持差是新品牌出现和成功的更多原因。
The identified customer segments seem to show greater interests to access these platforms (Philips, 2012). The social media platforms are also easily accessible and do not incur any additional expenses. With the openness of original content, the access is undeniable. It is observed that all these are user friendly and used by everyone irrespective of ages. The lack of limitations has made communication easier and quicker.
Effectiveness of digital usage
To study the effectiveness of digital usage by Kogan.com, it is essential to conduct a strategic analysis of the brand and its associated social media. Upon looking at the website, it is evident that there is no link to its social media. The option to contact is available at the footer but nowhere does it project the ease to communicate with the customer support team of Kogan.com. This can be concluded that the social media linkage and website analytics are poor. When searched further about the digital media presence of the firm, there is a Facebook page available. This is not up-to-date but has adequate information and conducts a number of campaigns. The interaction with customers on this platform is extremely good that it can convert the leads (Anderson and Simestor, 2014). There are no reviews posted by customers about the brand and the brand has not posted any product reviews. There is a blog with an extension comp and this blog shares adequate information about the latest trends. Most of the interactions from this blog are about internal promotions and sales marketing that are of limited use to the customers.
The company lacks a digital marketing strategy. There is a micro site and an established website to project the brand image to others. However, there is no engagement (Ruslan, 2010). The SEO is poor. Rapid response is noticed in Facebook but the website is not functional to address the queries of consumers. There are few videos uploaded on Facebook page about the founder and the awards received. This page is linked to the website but the vice versa is absent. The company fails to listen to the customer’s needs, influence them with Kogan.com offerings and establish a community that can engage and develop customer loyalty as much as possible. The company does limited advertising and it acquires other firms and does not partner. There are no outposts and the digital properties are extremely limited (Kogan, 2017). The catalogue of products is limited to the ones available on their website. The poor digital media presence could be one of the reasons for the controversies as it has never taken the initiative to have a word with its consumers or the stakeholders (Berger, 2014). The poor integration and poor business partner support are few more reasons for the emergence and successes of new brands.