What is it?
During my placement so far I have been part of a new product launch. As part of the product launch that took place during a Bosch conference, several website and social media sites had to be updated. Therefore, the content and images had to be created. Bosch has a general bosch.com.au website which then links to the websites for the specific departments within Bosch. All these pages had to be updated for the new product launch. Furthermore Bosch has an online electronic catalogue (ecat) which also has a feature for the new brake pads. In addition we utilised the Bosch facebook page to create a social media presence.
What have I done?
For the bosch.com.au and product specific website I had to create all images and content. I mocked-up the general idea for the images and then passed it on to the graphic designer to put into proper Bosch standards. The content has been created in collaboration with the product specialists and the product marketing student. To update content for the website, I had to fill out a template which outlines all the required changes and provides all the needed images. I then had to send this template to India and work with my Indian colleagues to create the website updates.
A similar approach has been taken for the ecat update. I created the content for the feature with the other student and product specialists. I then had to write out the desired post and include visuals for the ecat. We have a specialist working in Singapore who is responsible for the changes made to the ecat. I had to work with this specialist and supply all needed information to him in order to create the website update.
The facebook page is controlled by another Bosch division in Australia. For this post I had to provide the desired image which I created in correspondence with the graphic designer. I also created the short description for the post. The facebook post was then linked to the product website.
University subjects like marketing communication and B2B marketing helped me to utilise the right tone of voice and target the B2B market effectively. I was able to employ my knowledge gained at university to create images and content that is relevant to Bosch's target audience.
What did I learn?
With the help of this project I was able to see how to utilise social media and was able to get an insight into digital marketing. I was also able to learn the processes behind changing a website and how to create a strong online presence for a new product. It has shown me how to create a relevant webpage and create a consistent brand image. This project underlined the importance of a united voice for all online communication that reaches the target audience effectively. The challenge here was to understand how to reach our customers through a different type of medium. I found it challenging to create the facebook post as it uses a different tone of voice than our usual communication material. For future posts I will work closer with the digital marketing team at Bosch to ensure our posts are more effective and hit the target market.
I also learned how much time is involved in updating a website. For the product launch I had to work under a tight schedule and I underestimate the amount of work involved. Due to my commitment to the launch and my organisational skills I was nonetheless able to update the website in time. I am now more aware of the time and effort involved and will be able to plan accordingly when updating the website.
How did it help me achieve my goal?
I was able to get exposure to different business fields and departments at Bosch. I had to work with the digital communications department to create the facebook messages. This also gave me insight into digital marketing and expanded my knowledge about social media in marketing. I was able to work with a different department and I was able to learn from other people insights and expertise. It was a new challenge to reach out to customers through a different medium and use a different voice compared to our usual communications approach. This gave me the opportunity to step outside my comfort zone and use a different view and approach, whilst also learning something new. I will be able to draw onto what I have learned in my future career in marketing as I worked with different tones and voices. It was great to get some exposure to digital marketing as this becomes an increasing part of the marketing strategy. This will be an experience I will be able to use for many other marketing projects. I will try to make use of social media and digital marketing throughout my internship and expose myself further to this side of marketing.
During my placement so far I have been part of a new product launch. As part of the product launch that took place during a Bosch conference, several website and social media sites had to be updated. Therefore, the content and images had to be created. Bosch has a general bosch.com.au website which then links to the websites for the specific departments within Bosch. All these pages had to be updated for the new product launch. Furthermore Bosch has an online electronic catalogue (ecat) which also has a feature for the new brake pads. In addition we utilised the Bosch facebook page to create a social media presence.
What have I done?
For the bosch.com.au and product specific website I had to create all images and content. I mocked-up the general idea for the images and then passed it on to the graphic designer to put into proper Bosch standards. The content has been created in collaboration with the product specialists and the product marketing student. To update content for the website, I had to fill out a template which outlines all the required changes and provides all the needed images. I then had to send this template to India and work with my Indian colleagues to create the website updates.
A similar approach has been taken for the ecat update. I created the content for the feature with the other student and product specialists. I then had to write out the desired post and include visuals for the ecat. We have a specialist working in Singapore who is responsible for the changes made to the ecat. I had to work with this specialist and supply all needed information to him in order to create the website update.
The facebook page is controlled by another Bosch division in Australia. For this post I had to provide the desired image which I created in correspondence with the graphic designer. I also created the short description for the post. The facebook post was then linked to the product website.
University subjects like marketing communication and B2B marketing helped me to utilise the right tone of voice and target the B2B market effectively. I was able to employ my knowledge gained at university to create images and content that is relevant to Bosch's target audience.
What did I learn?
With the help of this project I was able to see how to utilise social media and was able to get an insight into digital marketing. I was also able to learn the processes behind changing a website and how to create a strong online presence for a new product. It has shown me how to create a relevant webpage and create a consistent brand image. This project underlined the importance of a united voice for all online communication that reaches the target audience effectively. The challenge here was to understand how to reach our customers through a different type of medium. I found it challenging to create the facebook post as it uses a different tone of voice than our usual communication material. For future posts I will work closer with the digital marketing team at Bosch to ensure our posts are more effective and hit the target market.
I also learned how much time is involved in updating a website. For the product launch I had to work under a tight schedule and I underestimate the amount of work involved. Due to my commitment to the launch and my organisational skills I was nonetheless able to update the website in time. I am now more aware of the time and effort involved and will be able to plan accordingly when updating the website.
How did it help me achieve my goal?
I was able to get exposure to different business fields and departments at Bosch. I had to work with the digital communications department to create the facebook messages. This also gave me insight into digital marketing and expanded my knowledge about social media in marketing. I was able to work with a different department and I was able to learn from other people insights and expertise. It was a new challenge to reach out to customers through a different medium and use a different voice compared to our usual communications approach. This gave me the opportunity to step outside my comfort zone and use a different view and approach, whilst also learning something new. I will be able to draw onto what I have learned in my future career in marketing as I worked with different tones and voices. It was great to get some exposure to digital marketing as this becomes an increasing part of the marketing strategy. This will be an experience I will be able to use for many other marketing projects. I will try to make use of social media and digital marketing throughout my internship and expose myself further to this side of marketing.
Have a look at the website changes and facebook posts I have done.