(dailymail.co.uk)

According to Chaffey and Smith (2008) internet marketing can be used to identify the customers needs, anticipate customers purchases and satisfy customer electronic needs.

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Overview of Uber’s Website and Other Social Media Platforms (Facebook and Twitter)

Twitter was once the most used social media platform on the planet. Ever since the rise of Facebook, it has faced a dramatic downfall in online activity globally. This can also explain the slow activity and minimal communication between Uber Twitter and target market. Nevertheless, the level of customer service provided and shown through their twitter account is exceptional.

The layout of the website itself is simple, easy for almost anyone to comprehend. Easy going, inviting and clear. Who doesn’t love to see a smile on someone’s face? We can obviously see, as far as traditional marketing goes, they are associating their brand with an emotion. The emotion of happiness and possibilities (as can be concluded from their slogan). It is a nice sight to see as soon as you log onto their website. Makes you feel a little more trust worthy towards their services, especially with the guy in the back who has his seatbelt on. But as we all know, some Uber drivers out there are assholes. Particularly towards their disabled customers. Now, I am speaking from experience from 3 different Uber requests made in London, and when the Uber drivers saw that I was with a disabled man who had trouble walking to the car, just drove off and cancelled the trip. Not once but 3 times. But then again I shouldn’t be too harsh, cause I have met some wonderful people as well. It’s just luck I guess. Well this is a blog, so I don’t feel that bad about going on a little rant. 

Facebook: In addition, this was a screenshot I had personally taken Saturday 10th of December of an actual public comment from Uber’s Sponsored Facbook video “Uber Giving”.

Uber is not even trying to turn the negative press into positive by replying or apologising directly and publicly on the comment. Here is one way to improve their advertising in this field is to use the opportunity to engage with the customers whether a negative or positive comment.

Ubers Online and Offline Communications systems

1. Search Marketing

This type of service has a high demand, and with rapid development in technology and a new generation of techies are arising. This industry’s demand is only going to get higher. When we need a ride or a taxi, it is hard to determine how reliable, timely or affordable street cabs can be.

As we can gather, Uber spends between 82-121 thousand US Dollars on PPC (Pay Per Click) advertising as it’s competitor Lyft only spends approximately between 19-30 thousand US Dollars. As we can see, Uber outspends its nearest competitor by thousands. But how do the target audience find these Ads? By Keywords that are typed into Google or other search engines.

The Keywords is where we can see how each company is using they’re advertisement and what they want to get out of it. For example Ubers top Keywords revolve around actual taxis and services relating to it. Therefore we can see that Uber’s main priority through advertising is trying to attract customers. Whereas Lyft’s advertisements have Keywords aimed to attract drivers to work for them.

Note: Numbers are based on public data and may there for not amount to the exact statistical data above.

 Influencers

Influencers are individuals that have a high level of credibility by a large audience towards a specific field, Wonk (2014).

As we can see here from BuzzSumo.com when typing in Uber Taxis, it is visible that youtube is one of the largest online influencers for Ubers Online Marketing.

Conclusion

In conclusion, Uber have not achieved a stable and acceptable internet marketing strategy. Apart from their marketing stunts such as #UberKittens, they have no received a warm or positive majority flow from their customers. As is shows, Twitter is shows to be a more customer based platform than Facebook which is more of a platform for their own company’s publications and advertisements. Nevertheless, Uber has not taken advantage of the customers comments, whether negative or positive. They could use this as an opportunity to portray themselves as caring (to look past the negative feedback). Uber’s brand image has not been affected by negative publicity. But in the long term when Uber sinks into the populations day to day life, the customer/driver will want to negotiate better rights.