Marketing Strategy of Exxon Mobil
Your understanding of Exxon Mobil’s evolution and how it came to rank among the world’s largest oil and energy-producing companies is the goal of this article. This blog post will in-depth discuss the marketing strategy of Exxon Mobil. Before diving deep, let’s start by comprehending the organization’s history, digital composure, and target market. Exxon Mobil Corporation is one of the world’s most important and significant energy and petroleum-producing businesses.
An Overview of Exxon Mobil
Exxon Mobil is an American oil and gas company with global operations that was founded in New Jersey, United States. The business is involved in producing and exploring power generation, natural gas, crude oil, petrochemicals, and oil products. The organization was founded by the joint venture of John D. Rockefeller and the New York and New Jersey’s Standard Oil Company.
Exxon Mobil maintains strong market dominance and consistently ranks among the top 5 largest American corporations in terms of revenue. It is both the biggest refiner and one of the Big Oil companies in the world. Exxon Mobil operates in the majority of nations and has searched for natural gas and crude on every continent. It operates in the majority of nations and has searched for natural gas and crude oil on every continent.
Let’s examine Exxon Mobil’s incredible marketing techniques and management of it in more detail.
Segmentation, Targeting, and Positioning
Exxon Mobil’s target market consists of people and businesses that own cars and other large production facilities for either professional or personal use. They target equipment and transportation that runs on petroleum. Exxon Mobil has been successful in concentrating its advertising efforts on drivers of gasoline-powered vehicles. They aim to market their target product to upper-class and middle-class segments as well as people between the ages of 18 and 60 based on the population. They have positioned itself as a business that welcomes innovation, is quickly encroaching on other industries, and is solely known for wanting to offer clean, environmentally friendly energy.
Marketing Campaigns | Marketing Strategy of Exxon Mobil
The company hired Jenni Pulos, a comedian, and her mother to share the comedy in their daily juggling act. For the promotion, Pulos and Exxon Mobil worked together on two different videos that include:
A “prologue” from the driver’s seat, real parents being surprised at the gas station while talking about their daily schedules, and a gas-related rap in the style of Jenni Pulos are all included.
According to the organization, the promotional videos were motivated by a general survey conducted in the US that discussed the humor in packed schedules and the significance of fuel economy in freeing up time. Key survey findings included:
- 30% of parents have surreptitiously desired they be snarled up in traffic so they could have some time to themselves.
- Over 22% have allowed their children to eat candy for mealtime so that they can reach on time.
- In order to put themselves to bed, about 28% of parents have completed their child’s school assignments or homework.
- More than 72% of parents have lied to their kids to convince them to do a little school project or homework, and 18% of parents repeat the same.
- If given 5 more minutes, 69% of parents would rest in a quiet space, while just over a quarter would reach for a pizza and enjoy it alone.
According to a statement from the company that managed the effort, Mastermind Marketing, another campaign that Exxon Mobil conducted involved an influencer campaign on the social media platform YouTube that attracted more than 1 million users. The energy juggernaut wanted to spread the word about its Speedpass+ mobile application and encourage users to sign up for the Exxon Mobil Smart Card. This Citibank credit card also functions in the mobile application. Influencers who have accounts on YouTube are the main target of this video campaign. It was the best way to highlight the company’s usefulness and features in a broad spectrum. The Speedpass+ app was directly connected with Exxon Mobil’s Rewards program. Users can instantly apply for this card from this app.
These marketing efforts of Exxon Mobil highlight how an organization can connect with its target market by sensibly choosing social influencers. It also highlights how social influencer marketing, which has frequently been concentrated on social influencers in different niches such as cooking, fashion, and beauty, is expanding its reach. The campaign for Exxon Mobil was targeted at YouTube users who enjoy watching automotive and tech vlogs.
Social Media Marketing | Marketing Strategy of Exxon Mobil
Exxon Mobil is active on social media and has a strong presence there, on various social media sites, including Twitter, LinkedIn, and Instagram, with the majority of its audience (more than 2.6 million and 3 million followers, respectively) on LinkedIn and Facebook. They primarily post about their current, upcoming, and ongoing activities and projects to promote them and provide their audience with the information they require to stay informed.
Search Engine Optimization (SEO) Strategies
Based on SEO rankings, having fewer than 500 keywords is terrible, more than 1000 keywords is acceptable, and having more than 10,000 keywords is great. Corporate.exxonmobil.com has over 79,500 organic keywords and it is really an incredible figure. Exxon Mobile’s digital marketing is very robust and has gathered a wealth of data. Furthermore, Exxon Mobile is said to be great at its search engine optimization (SEO) strategies and only needs to keep up to retain its market position. Its monthly traffic is more than 870,000 which is regarded as the best.
Influencer Marketing | Marketing Strategy of Exxon Mobil
When it comes to advertising its Speedpass+ mobile app, Exxon Mobil has a lot of resources because it has collaborated and signed agreements with several influencers. The organization has achieved an immense boost in its fame and popularity by achieving 200k members with the help of influencers. Influencer marketing has helped the business in gaining worldwide expansion and recognition.
You can read SWOT ANALYSIS OF EXXONMOBIL – ENERGY LIVES HERE
E-Commerce Strategies | Marketing Strategy of Exxon Mobil
On the other side, Exxon Mobil has a very strong e-commerce system where it promotes or markets its products. The organization also sells its products and services on different e-commerce platforms like AliExpress, Amazon, and Alibaba. Moreover, they are trying to make a robust impact in the e-commerce sector by making environmentally friendly plastic and polythene bags.
Mobile Apps | Marketing Strategy of Exxon Mobil
Exxon Mobil offers a wide variety of mobile apps with various uses, including consulting, customer service, engineering, and payment. Exxon Mobil Reward+, a payment app that is available on the Google Play Store and App Store but isn’t in all countries, and the Speedpass+ payment app, which works with Apple Pay, are two of their payment options. A quick guide or access to customer service, when needed, is among the functions of other apps.
Content Marketing | Marketing Strategy of Exxon Mobil
Exxon Mobil is active on its website and social media platforms, and they regularly update its audience with job openings and engaging content from various locations within the company on its Facebook and LinkedIn pages. Additionally, their reports are available in well-known publications. It includes the Wall Street Journal, New York Times, and Bloomberg, providing data on stock prices and market activity.
The Bottom Line | Marketing Strategy of Exxon Mobil
We were able to infer from Exxon Mobil’s marketing strategy that they stand out from the competition with their services and ground-breaking innovations that enable them to stay on top of trends. Additionally, both on their website and on social media, their brand is very strong and popular.
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