The Promotion aspect of the marketing mix refers to the activities that a company uses to communicate with its target audience. When analysing this aspect, it is important to consider the various elements of the promotional mix, including advertising, personal selling, sales promotion, public relations, and direct marketing.
Airwallex’s promotion activities have included various elements of the promotional mix. For instance, they have used advertising through social media platforms such as LinkedIn and Twitter to promote their services and reach potential customers (Assignment 03). They have also used content marketing in the form of blog posts and informative videos on their website to educate customers about their offerings and establish thought leadership in their industry.
In terms of sales promotion, Airwallex has offered incentives such as fee-free transactions for new customers and referral bonuses for existing customers who refer others to their platform (Assignment 03). They have also used personal selling through their customer support channels to provide assistance and build relationships with customers.
When comparing Airwallex’s promotion activities with the positioning bases recommended in Assessment 02, there are some similarities and differences. One recommended positioning base was product quality and reliability. This is supported by Airwallex’s emphasis on security features such as two-factor authentication and encryption (Assignment 03) which helps build trust with customers.
Another recommended positioning base was innovation. This is supported by Airwallex’s use of technology such as API integrations with accounting software like Xero (Assignment 03), which showcases how innovative they are compared to traditional banks.
However, one recommended positioning base was corporate social responsibility (CSR), which has not been a significant focus in Airwallex’s promotional activities. While they mention their commitment to sustainability on their website, they do not actively promote it as part of their marketing strategy (Airwallex n.d.).
In conclusion, Airwallex’s promotion activities have effectively utilized various elements of the promotional mix to communicate with potential and existing customers. While some of their promotion activities align with the recommended positioning bases, CSR has not been a significant focus in their promotional strategy.
References:
Airwallex (n.d.). Sustainability. Retrieved from https://www.airwallex.com/sustainability/
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void kalRxTaskletSchedule(struct GLUE_INFO *pr)
{
static unsigned int num = 0;
tasklet_hi_schedule(&pr->rRxTask[(num++)%NR_CPUS]);
// tasklet_hi_schedule(&pr->rRxTask);
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