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DJI

DJI logo

DJI, Dà-Jiāng Innovations Science and Technology Co., Ltd is known as a manufacturer of drone, an unmanned aerial vehicle with high-quality photography and videography capabilities. The company was found in 2006 by Frank Wang, it becomes the dominator of the market by launching highly competitive UAV with a significant market share. The most common UAV by DJI in the market that can be recognised as Phantom (UAV), Mavic (UAV), and DJI Spark.

Digital Marketing Strategies in DJI

DJI Goggles and DJI Mavic Pro

In order to attract and build up a relationship with customers, Digital Marketing is a fast and easy way to accomplish it. The targeting and positioning of DJI drones aim for the upper middle class customers, who are willing to spend extra money on luxury goods for some purposes such as personal use and/or flim-making.

In DJI, innovation and technology have been the key elements. Apart from the technology, what leads to the success is that as well as the Digital Marketing strategies. One of the strategies adopted by DJI is to co-operate with Youtubers, by taking the advantage of Youtube to enlarge its market share. Popular Youtubers become social media stars or Key Opinion Leaders, KOL is a new term in the world of the Internet that has become one of the marketing tools in Asian countries. The use of Youtubers is like a Celebrity endorsement or Celebrity branding. After deciding the target audience, manufacturers will look for suitable Youtubers to conduct the marketing campaign on the Internet. It is a multifunctional strategy because Youtubers can make different types of videos like unboxing video, to introduce what is the packaging box including; also they can film videos by using the camera of the drone to show how the quality of the drone is, which is able to catch and satisfy different audience needs. The implementation on Youtube is a Pull strategy of Digital Marketing. DJI provides information via Youtube, and also provides choices for customers to choose what they like to watch. It is an easy way to measure and monitor the rate of view, evaluate it for preparing for the next step of the campaign.

Apart from Youtube, social media like Instagram is also the key digital marketing channels for DJI. Marketers of DJI determined the effectiveness of Instagram from its content delivery. Instagram is one of the most popular social media in the world, with more than 500 million active users. In the marketing campaign of Instagram, DJI produces high-quality video by their drones to show off the capability of their products. This implementation is a Pull strategy that DJI delivers the content on Instagram. Once the audiences have followed DJI, they will be able to see the content from DJI; for those who have not followed, putting Hashtag on the post also helps for the hit rate as well. Hence, this is a great opportunity for DJI that they produce great videos by DJI drones and then put it onto social media, it effectively attracts the audience with a relatively low-cost production because of free to use on Instagram.

There is another digital marketing strategy from DJI, which is subscription. The strategy of subscription is a Push strategy. Generally, marketers can deliver the product information to their subscribers by email. On the website of DJI, the option of subscription is open to customers, with a message that, “Be the first to find out about our newest offerings and hottest deals, and what’s new.” It is also an attractive way for their targeted customers, as well as to ensure their customers are aware of the products and offers.

Pros and Cons brought in from digital marketing in DJI

Pros

The implementation of digital marketing reduces the cost of marketing campaigns. Some platforms like Facebook, Instagram, as well as email, those can be operated for free. As it reaches the audience around the world, there is an opportunity to enlarge the market globally. The use of famous social media is a good implementation to enlarge the global markets. By using the Internet, it can spread out the messages of products or offers in a very fast way, catching attention is important for a marketing campaign. The use of digital marketing is measurable that marketers are able to monitor the view rates and hit rates on social media, as well as the amount for email, it is useful for the measurements of ROI. Digital marketing also helps for the interaction between customers and DJI. On the most social media, audiences are able to leave comments, it could help the improvement for DJI. As the interaction becomes easier, the loyalty from customers to DJI would be increased due to better relationships. It helps for the business opportunities that repeat customers and first-time customers are willing to purchase more that once, it could be more profitable for DJI.

Cons

Digital marketing campaign can be easily copied. In fact, most of companies are using the similar digital marketing strategies on the Internet. Advertisements blocking exists on web browsers, such as Google Chrome. Audiences are no longer seeing advertisements if their web browsers have ad blocking function. It is useful to avoid spams for customers; but for DJI, it could be a barrier to conduct marketing campaign. As there is an advantage for better interaction and loyalty, however, on the other hand, it could be a drawback if there are negative feedback on a single post of social media, the reputation can be damaged. There is a technical risk for DJI that Internet is the core of digital marketing, it could lead to loss due to unforeseen issues on the Internet.