LJMU-7501-UNIDM Digital Marketing Communications

In partial fulfillment for

MSc. – Liverpool School of Business – Digital Marketing
Liverpool John Moores University

Statement of Intent:
In this essay, I will demonstrate critical thinking and reflection by analyzing the effectiveness of Lockheed Martin’s digital campaign in light of current marketing concepts, models, frameworks, and theories. I will draw upon knowledge from the module, my work experience as well as relevant sources to support my analysis. In particular, I will focus on how Lockheed Martin has used digital media to reach their target audience, the effectiveness of their messaging strategies, and how they have leveraged data to inform their decisions. By critically assessing these elements of their digital marketing strategy, I will be able to draw conclusions about it. I have selected this company because a lot of data is publicly available, and I have ~10 years of experience in the defense sector.

Preface:

Digital Marketing in the B2G sector does not directly result in financial transactions. This is due to the nature of the sector, which involves government entities that are often subject to strict regulations and standards. Rather, Digital marketing in this sector is used mainly to create awareness, as a wide audience can be reached quickly and cost-effectively. It can also be used to build relationships with government stakeholders and establish trust. Lockheed Martin’s digital campaigns focus on creating awareness about their products, services and capabilities, while also highlighting their commitment to ethical business practices. By doing so, they are able to build relationships with government stakeholders and increase their chances of winning contracts. Through the use of targeted digital marketing tactics, Lockheed Martin can reach out to potential customers more effectively and efficiently than ever before. Digital Marketing provides the company with an opportunity to increase its customer base, as well as enhance its reputation in the industry. Furthermore, it will enable Lockheed Martin to capitalize on the latest trends in digital marketing, such as social media marketing, search engine optimization, content marketing, and email campaigns. By leveraging these tools, Lockheed Martin can ensure that it remains at the forefront of the defense and aerospace industry.

IB: Introduction: Background of Lockheed Martin

Rational for selecting the company/organisation and the product/service/cause.

Lockheed Martin is a global aerospace, defense, security, and advanced technology company. It is the world’s largest defense contractor and the largest provider of defense technology services to the U.S. government. Lockheed Martin has been at the forefront of innovation since 1995 and is a leader in defense and aerospace industry. Their digital campaign focuses on leveraging their advanced technologies to create solutions that protect and maintain critical aspects of a country’s infrastructure. The company has been selected for this essay because of its commitment to innovation and its ability to provide cutting-edge solutions in the defense domain. Their digital campaign focuses on highlighting solutions that can help governments protect their most critical assets, from providing secure access to data and information to technology that powers the most advanced fighter jets in the world. Their digital campaign is focused on ensuring that their cutting-edge technology is secure and accessible to military personnel, government agencies, and private contractors. Lockheed Martin faces a unique challenge while protecting confidential information while simultaneously allowing for efficient communication between different stakeholders. As the world’s leading defense contractor, Lockheed Martin continues to invest in their digital security measures to ensure that their technology remains safe and secure for all users.

Lockheed Martin’s commitment to protecting the United States, with the best defense technology is second to none. It was founded by the merger of Lockheed Corp. and Martin Marietta. According to Petrescu (2013), the Navy accounted for 78% of Lockheed Martin’s revenue in 2013, making it the largest contractor to the federal government and purchasing nearly 10% of the various fees paid by the Pentagon. Contracts with the U.S. government totaled $38.4 billion (85%), those with foreign governments totaled $5.8 billion (13%), and those with commercial and emergency agencies totaled $900 million (2%).

Lockheed Martin is committed to staying ahead of the curve when it comes to defense technology, they achieve this via eye-catching and bold photos of their products and work environment. Since most people who would be buying a defense product from a company like Lockheed usually won’t click on only ads to purchase something, however they might want to discover further-more about the portfolio of that company through that ad. By aligning trends with the defense sector, they ensure that their solutions are innovative, unique, and appealing.

Lockheed Martin is a B2G company and as such, the process that users/buyers go through when making decisions about buying products and services is based on bidding and tenders. This process is highly competitive, with companies vying for the best bids in order to secure contracts with government agencies. The bidding process is often complex and requires extensive research into the company’s capabilities and offerings in order to ensure that the bid is competitive. In addition, due to the nature of the business, Lockheed Martin must be able to demonstrate a commitment to meeting government regulations and standards in order to be successful in their bids. As such, a digital campaign should focus on highlighting Lockheed Martin’s strengths in this area, as well as providing information on their products and services that meet these requirements.

Lockheed Martin has successfully repositioned itself as a global leader in technology and innovation, by investing heavily in research and development. The company has created a wide range of cutting-edge products and services, ranging from military aircraft and space exploration to cyber security solutions. By leveraging its extensive experience in the defense industry, Lockheed Martin has been able to stay ahead of the competition and remain at the forefront of technological advancement. The company also emphasizes its commitment to sustainability, environmental stewardship, and social responsibility. Through these initiatives, Lockheed Martin is able to demonstrate its commitment to creating a better future for all.

Outline of the aim and scope of the essay

The Three Digital Tactics employed by Lockheed Martin are social media marketing, search and Display Ads and their corporate website. Lockheed Martin reaches a wide audience by utilizing Social Media such as Twitter, Instagram, and Facebook, and engage with potential customers in an interactive way. The use of social media as a marketing channel is an attractive proposition for many businesses. It allows them to reach a much wider audience than traditional marketing methods, and it also allows them to engage with potential customers in a more personal way. By establishing social trust and increasing brand awareness through social media, businesses can create relationships with their customers that will lead to increased sales. Through the use of targeted campaigns, businesses can ensure that their message reaches the right people at the right time, increasing the chances of making a sale. Additionally, by using analytics tools, businesses can measure the effectiveness of their campaigns and adjust their strategies accordingly. In conclusion, social media marketing is an invaluable tool for any business looking to increase its sales and build relationships with its customers. Additionally, an official website provide customers with detailed information about the company’s products and services, as well as contact information. Lastly, Search and Display Ads are great tools for targeting specific audiences and driving more traffic to the website. By combining these three tactics together, Lockheed Martin create a comprehensive digital strategy that is targeted to its desired audience.

IIA: Presentation and Description of the Campaign

Channels

When it comes to the choice of channels for a digital campaign, Lockheed Martin must consider the platforms that will best reach their target audience. For example, if they are targeting younger audiences, social media platforms such as Instagram and Snapchat would be ideal. On the other hand, if they are targeting older audiences, they may want to focus on more traditional forms of digital marketing such as email campaigns or search engine optimization. Additionally, Lockheed Martin should consider which channels will best showcase their products and services in a way that is engaging and informative. Ultimately, the choice of channels for a digital campaign should be tailored to meet the needs of the target audience in order to ensure maximum reach and engagement.

While Social Media is a popular and effective channel of communication for Business to Consumer (B2C) interactions, it is not always the most preferred channel for Business to Government (B2G) interactions. This is because government organizations typically have more stringent rules and regulations when it comes to communication. As such, they may prefer more traditional methods of communication such as email, phone calls, or even face-to-face meetings. Therefore, it is important for businesses looking to engage in B2G communication to understand the preferred methods of communication for government organizations in order to ensure that their message is received in the most effective way possible.

Design Principles

Design principles are essential when it comes to creating a successful digital campaign for Lockheed Martin. Design principles guide the entire process, from the initial concept to the final product. These principles should ensure that the design is aesthetically pleasing, easy to use, and effective in communicating the desired message. Additionally, The design principles are tailored to Lockheed Martin’s brand identity and values, thus the digital campaign created aligns with their overall mission and message. Finally, design principles are adaptable to different platforms and devices in order to reach as many potential customers as possible. Thus Lockheed Martin created a successful digital campaign that resonates with its target audience.

Campaign Content

The content of a digital campaign for Lockheed Martin focuses on the company’s commitment to innovation and progress. It emphasizes the company’s long history of developing groundbreaking technology, from its involvement in the Apollo 11 mission to its current work on defense and aerospace systems. The content highlights the company’s commitment to sustainability, with a focus on how their products and services are helping to protect America and it’s allies. Finally, it showcases the company’s commitment to its customers and employees, with stories of how Lockheed Martin is helping them succeed. By emphasizing these core values, Lockheed Martin creates an effective digital campaign that reaches its target audience.

Lockheed Martin has been successful in using Display Ads as an effective measure for their products and services. The visuals used in the ads are appropriate for their domain, as they showcase the company’s products and services in an engaging way. The ads also feature short, impactful statements that are designed to capture the attention of potential customers. By using Display Ads, Lockheed Martin is able to reach a wider audience and make a lasting impression. Additionally, the ads can be tailored to target specific audiences, making them even more effective. Overall, Display Ads have been a great tool for Lockheed Martin in terms of marketing their products and services.

Key Message

The key message of the Lockheed Martin digital campaign is that their products and services are reliable, innovative, and secure. They have a long history of providing the highest quality products and services to their customers in the defense and aerospace industries. Their commitment to excellence is evident in their long list of accomplishments, from developing advanced aircraft and space systems to providing cutting-edge cyber security solutions. Lockheed Martin is dedicated to staying ahead of the curve when it comes to technology, ensuring that their customers have access to the most advanced solutions available. Their digital campaign reinforces this message, showcasing their commitment to excellence and innovation through creative content.

IIA: Discussion and Analysis of the Campaign

Objective

The primary objective of the Lockheed Martin digital campaign is to increase brand awareness and engagement with their target audience. The campaign will focus on creating content that resonates with their target audience, as well as leveraging social media channels to reach a larger audience. Additionally, the campaign aims to build relationships with key stakeholders and decision-makers in the industry, as well as drive website traffic and lead generation. By creating a comprehensive digital strategy, Lockheed Martin effectively reaches their desired audience and achieve their desired objectives.

The Lockheed Martin digital campaign is a comprehensive and well-planned approach to marketing the company’s products and services. To do this, the company chose to use multiple channels such as social media, email campaigns, and website ads. The principles rooted in the company’s core values of innovation, reliability, and loyalty to the American government and it’s allies. The campaign content is tailored to the target audience and speaks to their needs and interests. The key message of the campaign is that Lockheed Martin is a leader in defense and aerospace technology, providing innovative solutions for customers around the world. This message is reinforced through visuals such as photos and videos that showcase the company’s products and services.

Lockheed Martin understands that in order to reach a global market, it must provide considerable business knowledge to its potential customers. To do this, the company has implemented many campaign that utilizes various online marketing strategies. This includes the use of targeted ads, content marketing, social media campaigns, and more. By utilizing these digital strategies, Lockheed Martin is able to reach potential customers with information about their products and services that is tailored to their needs. In addition, they are also able to track customer engagement and measure the success of their campaigns. By doing so, Lockheed Martin ensures that they are providing valuable business knowledge to their customers and increasing the ratio of customers as a result.

Audience and Targeting

The Target Market in terms of revenue are US and International Governments and the company position themselves as the largest provider of defense & aerospace and technology products and services internationally. Likewise, the main revenue of the firm is through government contracts and negotiation. Lockheed Martin is one of the world’s largest government contractors and has been for decades. As a result, the majority of its revenue comes from government contracts. The company is well-known for its ability to negotiate and secure lucrative contracts with the US government, as well as other governments around the world. Lockheed Martin is also adept at finding new ways to increase its revenue through digital campaigns, such as leveraging technology to create innovative products and services that can be sold to governments and private customers alike. By utilizing digital campaigns, Lockheed Martin has been able to increase its revenue while also improving its reputation among customers.

The digital campaign was designed to bring the company’s brand and products to a larger audience. The design principles used in the campaign were focused on creating a consistent look and feel across all channels, while also making sure that the content was engaging and informative. The key message of the campaign was that Lockheed Martin is an industry leader in aerospace technology and defense solutions. To emphasize this message, the campaign featured photos of their products in action as well as interviews with key personnel from the company. By using a combination of visuals and text, Lockheed Martin was able to effectively communicate their message to potential customers.

The social media postings for Lockheed Martin’s digital campaign are a great way to keep the public informed about the company’s progress. Through these posts, people can get an up-to-date look at the company’s products and news, allowing them to stay in the loop on any developments. This is especially beneficial for those who may be interested in investing in the company or who may be looking for a job. By providing this level of detail, Lockheed Martin is able to build relationships with potential customers and employees alike.

Lockheed Martin has a strong digital presence, with over 500k followers on both Instagram and Twitter. This presence allows them to reach a wide variety of potential customers, partners, and employees. In addition, they can use their digital presence to share news and updates about their products and services, as well as engage with customers in real-time. By leveraging their digital presence, Lockheed Martin is able to create a powerful brand image that resonates with their target audience.

When it comes to audience and targeting Lockheed Martin should focuses on their target market of government agencies and military personnel. They also consider targeting potential customers who are interested in their products and services, such as aerospace engineers, scientists, and other professionals in the industry. By utilizing digital marketing tactics such as social media campaigns, search engine optimization (SEO), and email marketing, Lockheed Martin can reach a wider audience than traditional advertising methods. Additionally, they should consider using targeted ads on platforms such as Google Ads or Facebook Ads to ensure that their message reaches the right people. By effectively targeting the right audience with the right message, Lockheed Martin ensures that their digital campaign is successful.

Lockheed Martin’s website is an important source for information about the company, and it offers frequent updates to confirm the authenticity of news and announcements. Visitors to the website can view press releases, read news articles, and watch videos about the company’s products and services. Additionally, they can also sign up for email updates that provide notifications of upcoming events and new product launches. All of this helps to ensure that visitors are kept up-to-date on the latest news from Lockheed Martin, which helps to confirm the authenticity of their sources and announcements.

Call to Action

A call to action is an essential part of any digital campaign, and Lockheed Martin is no exception. In order to maximize the effectiveness of their digital campaign, Lockheed Martin provides g clear calls to action that are easy for their audience to follow. This could include providing a link to a website where viewers can learn more about their products and services, or company in general. By making sure that their calls to action are easy to understand and follow, Lockheed Martin ensures a successful digital campaign.

When discussing and analyzing a digital campaign such as Lockheed Martin’s, it is important to consider the audience and targeting. Who is the campaign aimed at? Are they existing customers or potential new customers? What is the desired outcome? Knowing the intended target audience can help inform decisions about objectives, calls to action, and reactions to the campaign. Objectives should be tailored to the specific audience and should be measurable in order to track success. Calls to action should also be tailored to the audience and should be clear and concise. After launching a digital campaign, it is important to track reactions from the target audience in order to measure success and make adjustments if needed.

Additionally, understanding what calls to action were used in the campaign can help to determine how effective it was. Finally, reactions to the campaign should be considered in order to gauge its success. This could include feedback from customers or other stakeholders, as well as metrics such as website traffic or click-through rates. By considering these elements, a thorough understanding of the effectiveness of the digital campaign can be gained.

The use of short, impactful statements with self-explanatory visuals is a great way to capture the attention of potential customers in a short amount of time. By using this strategy, Lockheed Martin created a digital campaign that is both memorable and effective. The use of a clear call-to-action (CTA) within five seconds ensures that viewers are quickly presented with the desired action and are more likely to take it. This type of digital campaign will help Lockheed Martin reach its target audience and increase brand awareness.

Reactions to the Campaign

The reactions to Lockheed Martin’s digital campaign have been overwhelmingly positive. Customers have praised the company for its innovative approach to marketing, noting that the use of social media, video content, and interactive tools has made it easier for them to stay informed about the company’s products and services. Additionally, customers have commented on the engaging nature of the campaign, which has allowed them to interact with Lockheed Martin in a more meaningful way.

The Lockheed Martin digital campaign was an effective way to reach their target audience. The campaign was specifically tailored to the company’s objectives, with a clear call to action that resonated with their intended audience. The response to the campaign was overwhelmingly positive, with many people engaging with the content and sharing it on social media. The campaign was also well monitored and measured, allowing Lockheed Martin to track the success of the campaign and make adjustments as needed. Overall, the digital campaign was a success for Lockheed Martin, helping them reach their goals and build brand awareness. The customers have expressed satisfaction with the digital campaign and are looking forward to seeing more from Lockheed Martin in the future.

Monitoring and Measurement of Outcomes

Monitoring and measuring outcomes is an important part of any digital marketing campaign, and this is especially true for the Lockheed Martin. To ensure that the campaign is successful, Lockheed Martin will need to track the effectiveness of their digital channels and measure the results. Furthermore, they should look for potential synergies between their digital channels and other forms of marketing communication. This could mean leveraging social media platforms to increase brand awareness or using email campaigns to drive sales. Finally, Lockheed Martin should ensure that this digital campaign fits with their overall digital marketing communication strategy. This means making sure that all of their messages are consistent across all channels and that they are targeting the right audience with the right message. By doing this, they can ensure that their digital campaign is successful in achieving its desired outcomes.

Lockheed Martin’s digital campaign targets US and international governments as its primary market. This is an important decision as governments are often the largest purchasers of the company’s products and services, such as defense systems, aircrafts, and space exploration technology. By targeting these government entities, Lockheed Martin ensures that its products are seen by decision makers who have the power to make large-scale purchases. Additionally, by focusing on US and international governments, Lockheed Martin reinforces its Digital Marketing Strategy to reach new markets around the world.

It is important to track the performance of campaigns over time. This includes tracking metrics such as website visits, clicks, conversions, and sales. It is also important to measure the success of each individual element of the campaign, such as email campaigns, social media posts, and ads. By monitoring these metrics over time, it is possible to identify which elements are working well and which need to be improved or changed. Additionally, by tracking these metrics, it can be determined if the overall objectives of the campaign have been achieved. This information can then be used to inform future campaigns and strategies for achieving desired outcomes.

Adequate knowledge is the highest human good because it allows us to make informed decisions and understand ourselves and the world. In the context of Lockheed Martin’s Digital Marketing Strategy, this means that the company must ensure that their message is communicated in a way that is clear and understandable to their target audience. By providing accurate information and engaging content, they can give their audience the knowledge they need to make informed decisions about their products and services. Additionally, by providing an adequate understanding of their mission and values, Lockheed Martin can ensure that their customers have a full understanding of what they are offering. This helps to build trust between the company and its customers, which is essential for any successful business relationship.

Monitoring engagement is an essential part of any digital campaign, as it allows the company to understand how their message is being received by the target audience. By monitoring engagement, Lockheed Martin can better align itself with thought leaders, opinion shapers, defense companies, intelligence agencies, and policy makers. This will allow them to tailor their campaigns to ensure they are reaching the right people and that their message is being heard. Additionally, monitoring engagement can help Lockheed Martin identify areas where they can improve their messaging or alter their approach to better meet the needs of their target audience.

For example in terms of social media. Hoot-suite is an invaluable tool for monitoring social media streams. It allows users to filter conversations, keywords, mentions, and hashtags in order to gain valuable insights into what people are talking about. This is especially useful for Lockheed Martin’s as it can help them track the success of their campaign and identify areas that need improvement. Hoot-suite also allows users to schedule posts and track analytics, giving them an edge when it comes to their digital marketing strategy. With this powerful tool, Lockheed Martin can ensure that their digital campaign is running smoothly and effectively.

Potential Synergies with other channels of Digital Marketing Communication

A key potential synergy in a digital campaign for Lockheed Martin is the integration of other channels of digital marketing communication. Additionally, leveraging influencers and content creators on these platforms such as Twitter, Facebook, and Instagram can help spread awareness and create a positive brand image. Furthermore, Lockheed Martin can leverage search engine optimization (SEO) to ensure their website content is visible to potential customers when they search for relevant keywords. Finally, Lockheed Martin can also use email campaigns to reach out to existing customers and prospects with personalized content tailored to their needs. By utilizing these channels in conjunction with each other, Lockheed Martin can create more effective digital campaigns that can generate more clicks and likes.

VI: Execution of the Campaign

How this marketing campaign fits with the

Lockheed’s Digital Marketing Communication Strategy

Lockheed Martin has created a digital campaign to achieve its objective of creating awareness about its product portfolio and projecting its employees as intellectuals responsible for technological breakthroughs. The campaign focuses on highlighting the company’s innovative products and services, as well as the expertise of their employees. Through their digital campaign, they have created a platform to showcase their achievements and innovations in the defense & aerospace industry, while also featuring stories of their employees who are making a difference in the world. By doing this, they are able to demonstrate the value of their products and services, while also showcasing the talent of their employees. Through this digital campaign, Lockheed Martin is able to create a positive image for itself and increase public awareness about its products and services.

The digital campaign created by Lockheed Martin is an excellent example of how the company is utilizing digital marketing communication strategies to reach its target audience. The campaign utilizes various digital channels, such as social media, email, and website content, to create a comprehensive and cohesive message that resonates with its target audience. The campaign also leverages the company’s existing digital assets, such as its website and social media accounts, to ensure that its message reaches a wider audience. Through this campaign, Lockheed Martin is able to effectively communicate its message in an engaging and effective way.

Through search ads, Lockheed Martin can target customers who are already interested in the product or service they offer, which can lead to higher conversion rates. Search ads also allow companies to tailor their messaging and target specific keywords that are relevant to their products or services. This allows them to reach more potential buyers with more targeted messaging, resulting in higher click-through rates and more conversions. By leveraging search ads, Lockheed Martin can ensure that their digital campaigns reach the right people at the right time and maximize their return on investment.

VII: Evaluation and recommendations

The Lockheed Martin digital campaigns are successful in many ways. They effectively use a variety of platforms to reach its target audience, including social media, email, and web-based advertising. The visuals used were attractive and engaging, helping to draw attention to the brand. Additionally, the campaign was able to generate a significant amount of traffic and engagement with its content.

However, there are several areas that could be improved upon. For example, the campaign could have been more effective if it had incorporated more interactive elements such as polls or surveys. Additionally, the use of analytics could have been improved in order to better track and measure the success of the campaign. Finally, more emphasis should have been placed on creating content that was tailored specifically for each platform in order to maximize reach and engagement. 

In conclusion, with some minor adjustments the Lockheed Martin digital campaign could be even more successful in reaching its target audience and achieving its goals.

When designing a digital campaign for Lockheed Martin, the choice of channels is an important factor to consider. For example, the company could use social media platforms such as Twitter and Facebook to reach a wide audience. Additionally, they could leverage digital marketing techniques such as search engine optimization and pay-per-click advertising to drive more traffic to their website. The design principles should be based on Lockheed Martin’s brand identity and values, with visuals that are eye-catching and engaging. The campaign content should focus on the company’s products and services, while also highlighting their commitment to innovation and customer service. The key message should be concise yet powerful, emphasizing how Lockheed Martin can provide solutions for customers’ needs.

The Lockheed Martin digital campaign is a perfect example of how the company has embraced digital marketing communication strategies to reach their target audiences. The campaign leverages the power of social media, website design, and search engine optimization to create a comprehensive digital marketing strategy that is tailored to meet the needs of their customers. Through this campaign, Lockheed Martin is able to engage with their customers on multiple platforms and provide them with relevant information about their products and services. Additionally, the company has also used this strategy to build brand loyalty and trust among its customers.

By utilizing further digital marketing tactics such as content marketing, user generated content, and influencer marketing Lockheed Martin will be further able to increase its visibility online and connect with its customers in an authentic way. Additionally, Lockheed Martin should consider utilizing influencer marketing to reach potential customers. By leveraging the power of influencers in the global consumer market, Lockheed Martin can build brand awareness and trust with their target audience. Furthermore, it is important that the digital campaign be tailored to each individual market in order to ensure maximum success. Social media sentiment tracking is an important part of any digital campaign, especially for Lockheed Martin. By taking these steps and creating a comprehensive digital marketing strategy for their global consumer market, Lockheed Martin will be able to effectively reach their target audience and increase sales.