Implementation of Marketing Strategies

In the contemporary world, technology influences various business operations. Marketing is one of the business operations that technology influences. In this case, the primary role of marketing is to convince customers to buy the medical device products produced by Aesch AG.

Due to the stiff competition experienced in the market where the company operates, Aesch needs to provide medical devices that address customers and also incorporates market dynamics. This paper discusses the effectiveness of inbound marketing and how it will help Aesch AG to increase its sale volume.

Large companies such as HubSpot and KISSMetrics use inbound marketing to attract customers. Over the last decades, inbound marketing enabled the two companies to increase their market share in terms of the customer base (Agrawal 2016).

Many scholars suggest that the inbound marketing strategy is suitable for companies that deal with technology-related products. Medical devise products rely on technological advancements. Today, companies are competing in terms of technical implementation.

Aesch AG should consider various market dynamics that result from technological progress. Due to the uncertainties such as the outbreak of dangerous viruses, Aesch AG needs to focus on technology. For instance, the outbreak of coronavirus in some parts of the world is an indication that healthcare facilities should have effective and efficient medical devices.  Inbound marketing will benefit the company to achieve this goal.

Inbound marketing deals with the products and services that a company offers. Quality products will attract many customers as compared to low-quality products (Agrawal 2016). In other words, customers need products that will satisfy their needs. As far as medical devices are concerned, Aesh Ag needs to produce those devices that will help in treating diseases that are affecting the people.

Inbound marketing also incorporates creativity and critical thinking. In this case, Anna and her colleagues will meet to discuss the effectiveness of the company’s product to customers. In such meetings, Anna will come up with practical techniques to implement an inbound marketing strategy.

Unlike other marketing strategies such as influencer marketing, inbound marketing incorporates numerous elements of a company (Marcelo and Ute 2016). Apart from the product, the marketing strategy in question promotes the importance of human capital. Also, inbound marketing strategy considers the financial performance of an organisation.

Mainly, it uses financial metrics such as Return on Investment to determine the effects of the company’s products to customers. According to Aesch AG’s financial statements, the company experienced a decrease in sales of 8%.

Ideally, the decline resulted from the company’s decreasing customer base as well as the new entrants. Inbound marketing will help in promoting the products to different categories of customers. 

According to Porter’s five forces competitive model, organisations face challenges of the new entrance, threats of substitutes, competitive rivalry and buyer power. Aesch AG is one of the companies that meet these challenges.

For Aesch AG to be a market leader in the production of medical devices, it needs to implement inbound marketing strategies.

Inbound marketing strategy addresses Porter’s five forces since the primary objective is to be a market leader. Focusing on content development enables an organisation to tackle the threat of substitutes. Ideally, Aesch AG faces the threat of substitutes since many companies are producing similar products.

Additionally, the effective implementation of inbound marketing takes three steps. These steps are content development, promoting content and lead capture. These are the main concepts of marketing. The three steps incorporate the four Ps of marketing that is, price, promotion, place and product.

Anne should liaise with the vice-president and other executive members of the company to implement inbound marketing. The marketing team should work together with the vice-president of Aesch AG to implement an inbound marketing strategy.

Content development is the core aspect of inbound marketing. High-quality content is more likely to attract many customers as compared to low-quality content. The marketing content should address various issues that the product will solve as well as the effectiveness of the product to customers.

Aesch should develop high-quality marketing content to convince hospitals of their quality medical devices. Moreover, high-quality content should target a specific group of people. Aesch AG should target hospitals, community health facilities and any other healthcare facility that needs medical devices.

High-quality content creates brand awareness and attracts new customers. Brand creation results in increased sales volume since new customers will buy the company’s products. In many cases, inbound marketing strategy uses social media platforms, SEOs, blogs and events. These are some of the commonly used platforms by many people.

As the number of people who use the internet increases, inbound marketing will be of great benefit in the coming years. The outlook of the technological landscape is appealing in terms of business promotion. If Aesch implements an inbound marketing strategy, it will benefit from the increasing internet usage in many countries including Germany.

Today, many companies prefer marketing products online to traditional marketing. Google ads consider the marketing content of the companies (Henry Stewart Publications 2019). Inferior materials are not likely to attract people.

For instance, a lengthy statement may not be boring if posted in google ads. Long texts can be annoying to readers. Therefore, the company in question should develop high-quality content by using pictures and catchy words.

In regards to content promotion, Aesch AG should use Search Engine Optimization (SEO). SEO will enable the company to generate more traffic to its website hence creating product awareness to new customers (Kannan and Li 2017).

The company should also use other means such as social media to promote marketing content. Facebook, Twitter and Instagram are some of the commonly used platforms that Aesch AG should use to improve its marketing content.

If the company promotes its marketing content in numerous social media platforms, it will be in a better position to attract new customers. Potential customers can read information about the medical devices produced by Aesch AG on social media platforms.

As a result, the content will capture many customers hence making Aesch AG a market leader in the production of medical devices.