The world of digital marketing is constantly advancing and changing with evolving technologies and advancements in marketing research. As the most fast paced and diverse form of marketing, it is important for all companies and business to stay up to date on current digital techniques and technologies. Starbucks, the internationally known coffee company based out of Seattle, Washington, has done a great job of staying up to date on digital marketing outlets and reaching customers worldwide through their use of social media.
With social media platforms such as Instagram, Twitter and Facebook, Starbucks is constantly reaching out and advertising to potential consumers of all ages and appeal to cultures all around the world. These platforms reach the most amount of customers in the shortest amount of time and Starbucks has taken advantage of this opportunity by reaching out to not only future and current customers but also to aspiring employees.
As most companies do use social media platforms to reach customers and vendors as a form of digital marketing, Starbucks’s use of Instagram and Twitter to reach future employees is a very smart way to use digital marketing to encourage ordinary consumers to join their team. On the Starbucks Jobs social media profiles, they post current employees and what they do for the company and they also post pictures and videos of recruiters seeking out students or graduates to hire to work for their company at their corporate offices or one of their many coffee shop locations. Starbucks also makes an effort to advertise when they will be visiting certain universities to recruit members for employment. By doing this, not only are they promoting their desirable work environment with many positive benefits but they are also promoting the company as a whole, including products and employment opportunities.
In addition to utilizing digital platforms to recruit employees, Starbucks has also formulated a way to appeal to all different kinds of people. For example, a year or two ago, Starbucks created a way for drive-thru baristas to communicate with those who are deaf that would like to take advantage of the convenience of a drive-thru but never were able to due to the communication barrier. When this video technology was created for the Starbucks drive-thrus, several advertisements were being shown of this technology in action on social media platforms and on television. These ads showed deaf individuals using the drive-thru for the first time and the barista being shown on the video screen using sign language to communicate with the customer. Along with these ads came an overwhelming wave of emotions because deaf individuals were finally able to do something they never could do before, therefore showing how Starbucks wanted to help their customers in any way that they could. This was a huge advancement for Starbucks and when the ads were shown to the public, Starbucks was given a lot of praise and sales sky rocketed. Starbucks’s marketing team has virtually mastered how to appeal to the diverse public and use digital marketing to their advantage.
As previously stated, it is important for companies to do so in a world that is changing as quickly as the digital marketing world is to be able to keep up with their competition Starbucks is just one of many companies that has stayed current with their digital marketing efforts and up to date with advancing technologies becoming a leader in the digital marketing world.