309 Digital Marketing and Social Networking Chapter 10 Strategic Case 4 Eaton Co

Question

309 Digital Marketing and Social Networking Chapter 10 Strategic Case 4 Eaton Corporation: Experts at Targeting Different Markets government markets. For instance, in the acrospace industry offer components such as fuel and inerting systems and motion control for aircraft. It offers a power management company based in Cleveland, Ohio. Founded by Joseph Eaton in 1911, this Eaton 21.8 billion company originally manufactured truck axels. hydraulic systems, a Today, the company produces more than 900,000 different electrical systems, hydraulic systems fueling, and clutches industrial components and employs 103,000 people glob- and brakes for military marine vessels. Eaton also uses intermediaries such as distributors and retailers to sell products to businesses. ally. It sells prodacts in 175 countries. Eaton's goods and many i services include electrical components and systems for power quality, distribu- tion, and control; hydraulics components, systems, and services for industrial and Because Eaton's business products entail more risk of purchase, the company employs salespeople and has customer support avail- able for its many different product lines. Eaton also has support staff to handle customer emergencies that space fuel, hydraulics, and pncumatic systems for com- mercial and military use; and truck and automotive drivetrain and powertrain systems for performance, fuel economy, and safety Eaton Corporation has also been one of the most prof happen after hours. Eaton does not limit its industrial products to also targets smaller busi- nesses that have need of its products. For instance, in one customer transaction, Eaton farm improve its filtration system-which was estimated with its stock price surpassing the aver itable companies, age of the S&P; 500 for the past decade. It has been ranked provided filter bags to help a family-owned mushroom by Fortune magazine as number six in industrial and farm to increase productivity and led to a savings of $22,000 Eaton's Cooper Lighting division also helped a Eaton supplies products that help customers reduce a year. their energy consumption, including monitoring software, privately-held California firm improve the efficiency of power management systems, high-efficiency transformers, its outdoor lighting system. By installing more energy hydraulic systems, and truck transmissions. These products efficient lighting, Eaton helped the firm save 50 percent help customers to increase the energy efficiency of build- on energy costs ings, vehicles, and machinery, conserve natural resources; shrink their carbon footprints; and reduce their environmen- ways. It uses digital media such as its website to describe tal impact. Although the company sells mostly to industrial products, and also has a Success Stories page that describes and government users, it also sells products to consumers residences and recreation. Eaton's global presence is exten- tions. It has a sales force to market its products to business sive. The firm and cultural challenges to create a global name for itself. To paigns to reach its help in this endeavor, Eaton uses Facebook, Twitter, and YouTube to connect with users and Campaign. In its campaign titled Things Have Changed. spread awareness about its products Eaton markets to its business customers in a variety of Eaton technologies improved their customers' opera- uly facing political, environmental, customers and resellers. It also develops advertising cam- ts to consumers for how imp audience. One of its campaigns even won the Eloqua Markie award for Most Creative Marketing including Eaton targeted the IT industry by marketing its expertise in the IT and data center solutions. The campaign used the desk toys of an IT manager to get the message across. Business Markets E n's businesses consist of two ma scarx clectri. The campaign also used social media, direct marketing, cal and industrial. Its industrial sector is further split up and event promotions to enhance its advertising campaign. into hydraulic, acrospace, filktration, and vehicle groups. Eaton clearly demonstrates a strong focus on business and Eaton's vast array of products targets producer, reseller, andgovernment users of its products

Explanation / Answer

Digital marketing is a marketing strategy where companies use to advertise their products or services to reach the customers. Using of internet, mobiles, and social media is a part of the digital marketing. Eaton uses digital marketing as medium to reach their customers. It uses Facebook, YouTube and Twitter for advertising their products which builds the awareness among the customers. Eaton thinks that it was one of the most effective ways to connect with the global customers through the social media because at present every person was using at least one account in any platform. If Eaton advertises their products automatically customers may watch and whenever they have use of Eaton products easily connect with the company. Eaton was also offering the online catalogs and the internet newspapers which will be very easy to access. It also started a website which consists of the information regarding Eaton company profile and their products and services that which help the customers to connect easily.

Some of the people may buy the Eaton products but during the usage of the product they may feel hurdle or problems may occur unfortunately at that instance if customers ask the question in Facebook, Eaton management responds within seconds and clarify the customer doubts. They have started a channel in YouTube which gives the instruction to use the products. By the usage of the digital marketing Eaton connects with the people globally and being succeeded in their work.

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