Title page: Digital marketing application for the Trinidad and Tobago Defence Force

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Executive summary

It is estimated that for a population of 1.3m people in Trinidad and Tobago, 68.9% or .9m use
the internet as of March 2017, whereas, for social media 51.1% or.7m uses Facebook as of
June 2016 (www.internetworldstats.com/carib.htn#tt).

With the advance of technology we are seeing that the traditional way of marketing is being
eroded by digital marketing which is of great importance to any business. Internet users are
constantly searching for information and share their experiences through Facebook post,
blogs, Instagram and Twitter. It is important that marketers use various forms of advertising
tools to capture the market they desire to sell their product or service and how it impacts
them.

In this report the current digital marketing strategy of the Trinidad and Tobago Defence Force
is considered and is compared to the Jamaican Defence Force. Additionally, the report
explains why traditional and digital marketing are becoming analogous and recommendation
are made to enhance the already existing set-up.

Table of Contents
1. Introduction ...................................................................................................................... 4

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2. Organisation overview ...................................................................................................... 5
2.1 Public Relations Department overview ............................................................................ 5
3. Technology’s impact on traditional marketing ................................................................... 6
3.1 Benefits of digital marketing – business........................................................................... 7
3.2 Benefits of digital marketing – customers ........................................................................ 7
4. Impact of E-marketing ....................................................................................................... 8
4.1 Individual impact ............................................................................................................. 8
4.2 Community impact .......................................................................................................... 9
4.3 Societal impact ................................................................................................................ 9
5. Analogy of online and offline engagement ...................................................................... 10
5.1 Defence Force analogous application ............................................................................ 11
6. Recommendations .......................................................................................................... 12
7. Conclusion ....................................................................................................................... 13
8. References ...................................................................................................................... 13

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1. Introduction

Marketing according to Armstrong & Kotler (2015) is the process by which companies create
value for customers and build strong customer relationship in order to capture value from
customers in return. It is the backbone of any business environment and has been around for
ages in one form or another.

E-marketing is the use of information technology in the processes of creating,

communicating, and delivering value to customers, and for managing customer relationships
in ways that benefit the organisation and its stakeholders (Strauss & Frost 2014, p. 23). More
simply defined, e-marketing is about managing customer relationship through an evolving
digital landscape as oppose to normal traditional marketing.

E-marketing is referred as digital marketing, in which the services and products are advertised
digitally via the internet (cited in Salamah, NH 2017, p. 65). To reach products and services to
customers, to make customers aware about products and service it is essential to follow the
latest technologies or concepts of e-marketing (Srinivasan and Jollyvinisheeba 2013 cited in
Gaikwad, MJ, & Kate, PH 2016).

For businesses to remain afloat and competitive in today’s environment, digital marketing
must be adopted. This would not only increase the business reputation but also gain
considerable economic benefits. This can be achieved through building brand name
recognition.

In order for businesses to remain successful, effective marketing strategies must be adopted
and applied, if not, there would be a decline in sales and profits and eventually the business
will close.

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2. Organisation overview

The Trinidad and Tobago Defence Force (TTDF) comprises of four distinct Formations
(Regiment, Coast Guard, Air Guard and Reserves) and The Defence Force Headquarters
(DFHQ). The Trinidad and Tobago Defence Force was established in 1962 under the Laws of
Trinidad and Tobago Chap. 14:01 Defence Act 5. (1).

The Trinidad and Tobago Regiment (TTR) has been in existence for fifty five (55) years and is
the senior Formation in the TTDF. The TTR is the land force (infantry) and their motto is “to
guard and defend”.

The Trinidad and Tobago Coast Guard (TTCG) is the maritime arm of the TTDF and their motto
is “service before self”. They provide quality service for security and safety within its maritime
boundaries.

The Trinidad and Tobago Air Guard (TTAG) is formerly the Air Wing of the TTCG and is the
aerial arm of the TTDF. They provide continuous aerial surveillance and work together with
the TTR, TTCG and the Trinidad and Tobago Police Service (TTPS).

The Trinidad and Tobago Defence Force Reserves is a unique Formation which comprises the
infantry, aerial and naval trained arms of the Defence Force. They provide reinforcement and
acts as a force multiplier in the event the Defence Force is called out for national duties.

The TTDF objective collectively is to defend against internal and external aggression, actively
take part in peace keeping operations (Haiti, Grenada), conduct Joint Army/Police patrol,
actively be involved in local and regional disaster relief operations (Dominica), youth
development programme and perform ceremonial duties.

For the purpose of this assignment the Public Relations Departments within the Trinidad and
Tobago Defence Force will be discussed, their marketing strategy be will analysed and
recommendations will be given to improve its marketing strategies.

2.1 Public Relations Department overview

Presently, each Formation within the TTDF have their own Public Relation Department and
focus mainly on their Formation activities. Additionally, they each have a Facebook page

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where information is disseminated and viewed by followers which mostly consist of active
members of the Defence Force, retirees and their families.

The objective of the Formations’ Facebook page is to attract the millennials and give then an
alternative avenue for employment and additionally create awareness and a sense of national
pride. This can be achieved firstly by revamping and managing the Facebook pages, also
ensuring that they contain proper content for those that view the pages.

3. Technology’s impact on traditional marketing

We have seen in recent times that digital marketing has taken over and traditional marketing
barely exists. Traditional marketing have many facets such as print ads in newspaper and
magazines, posters, flyers that are put into mailboxes, commercials on television and radio to
name a few. Additionally, another means of traditional marketing is when people find a
particular business through a referral and build a rapport with them. Today, there is a growing
transition to digital marketing where focus is on the use of social media such as Facebook and
Twitter, websites and You-tube.

Through the use of technology, communication has become much easier, it no longer
happens in one direction as in traditional marketing. Businesses and consumers
communicated using traditional means such as telephone call, face to face interaction and
letters. Whereas, with digital marketing, communication is multi directional and companies
can actively communicate with the consumers. Feedback is almost instantaneous and issues
can be resolved faster, consumers’ voices can be heard immediately through a cheaper
medium.

The Defence Force uses both traditional and digital marketing to capture potential candidates
to join either one of the four (4) formation. The use of print media such as the Trinidad
Express, Newsday and Trinidad Guardian newspaper attracts the older heads in the country
and they communicate it to their grandchildren, nieces and nephews who may have shown
some interest in joining the Military. However, it is difficult to measure how many people saw
the advertisement.
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Additionally, these young ones may have gotten this information from their friends who may
be on social media such as Facebook or may have seen it on the website for themselves. It
can be measured by the amount of views, clicks and downloads. Altogether, both traditional
and digital marketing work hand in hand.

3.1 Benefits of digital marketing – business

With the advance of technology it offers new effective ways to measure marketing
performances and outstrip traditional marketing techniques such as surveys and interviews.
One of digital marketing’s major advantages over offline (traditional) marketing is that its
impact is more easily measured. Measurability has been improved by the advent of visible
and traceable digital communication (Hennig-Thurau et al., 2010 cited in Jarvinen, J et al.,
2012). Moreover, the advances in technology have largely automated data collection and
distribution within an organisation (Pauwels et al., 2009 cited in Jarvinen, J et al., 2012).

Another advantage of digital marketing is that it is cheaper than traditional since it can be
distributed through many media and capture a wider audience, whereas with traditional
marketing only a certain demographic reads print media and also it may be discarded without
even being read. Additionally, if an error is spotted it can be easily revised and reposted,
however, with print media once the error is made it may not be pricked up immediately and
it will be costly to recall the print advertisement, revise it and republish.

3.2 Benefits of digital marketing – customers

Digital media has allowed consumers to have unlimited access to information any-time and
anywhere through many devices such as mobile phones and tablets. Consumers can now sit
in the comforts of their homes, parks, even in transit and conduct extensive research on the
product or service they desire to acquire. No longer do they need to locate a traditional brick
and mortar establishment for the product or service they require. This can only be possible

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through technology which has changed the way consumers gather and respond to data and
information.

4. Impact of E-marketing

The internet has created the gateway for E-marketing to flourish. E-marketing has changed
the way businesses market their products and services. Additionally, with the advent of social
media it has transformed the way businesses, consumers and society interacts in the future.

Individuation does not mean isolation, or the end of community. Instead, social relationships
are being reconstructed on the basis of individual interests, values, and projects. Community
is formed through individuals’ quests for like-minded people in a process that combines
online interaction with offline interaction (Castells, M 2014).

4.1 Individual impact

The internet provides individual users with convenient and continuous access to information,
entertainment, networking, and communication (Strauss, J & Frost, R 2014, pp. 24). With this
platform (the internet) consumers can access information about a product much easily,
compare product price and features, read product reviews from other consumers before they
commit themselves to purchase the product or service.

Consumer reviews generate great value for both the consumers and companies and helps
consumers in their purchasing decisions for example Amazon.com. Online communities are
now a place to share information and gain knowledge about products and services (Chen et
al. 2011a cited in Hajli, MN 2014).

With this new found ‘power’ consumers no longer have to rely on the sales clerk information
from the traditional brick and mortar establishment for a particular product since all the
information (review) is available from ‘true’ customers online. The internet continues to
affect the way individual work, consume and interact with each other. It has created the

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platform for consumers to have control, permits convenience, drive brand loyalty and also
increase satisfaction.

Consumers use the internet to access various forms of entertainment such as music, movies
and stream it directly to their personal computers, television and mobile phone at their
convenience. Additionally, the internet enable consumers to communicate with each other in
different parts of the world through e-mails, video conferencing and other internet based
telephone services such as Whatapps and Skype.

4.2 Community impact

Social media have provide new opportunities to consumers to engage in social interaction on
the internet. Consumers use social media, such as online communities to generate content
and to network with other users (Hajli, MN 2014).

The internet has facilitated online communication and communities where individuals from
around the world can share photos, discuss an assortment of issues, play multimedia games
via mobile phones and voice their concerns and opinions on topics that has impacted them in
one form or another.

The general availability of the internet has given individuals the opportunity to use social
media to interact without the need for physical meetings (Gruzd et al. 2011 cited in Hajli, MN
2014).

4.3 Societal impact

Digital information enhances economies through more efficient markets, more jobs,
information access, communication globalisation, lower barrier to foreign trade and
investment and more (Strauss, J & Frost, R 2014, pp. 26). However, the internet’s impact is
not evenly distributed across the world since various societies are affected differently.

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It is a misconception that the Internet increases the risk of isolation, alienation and
withdrawal from society. However, evidence has shown that the Internet neither isolate
people nor reduce their sociability. The truth is, it actually increases sociability, civic
engagement and the intensity of family and friendship relationships, in all culture (Castells, M
2014).

5. Analogy of online and offline engagement

Although traditional online and offline experiences are frequently apposed, they work
perfectly together. Customers are an integral part of any business, they frequently hang out
online but they also require offline interactions. It can be said that online and offline
engagement mutually support each other.

Offline events are often supported by online campaigns and is considered the better way to
engage potential customers. Therefore by running online ads, promotions and social sharing
about the event will attract many people to attend. For example, the recently held concert
Caribbean Strong – the relief concert, which was held at the Queen’s Park Savannah on
Saturday 28 October, 2017 in Trinidad and Tobago. This event was advertised on Facebook.
Thousands of people attended the concert to support the event which was dedicated to
rebuilding the affected Caribbean Islands (Dominica and Barbuda) which were devastated by
hurricane Irma as well as assist the flood victims in Trinidad and Tobago.

Offline events such as the one mentioned above gives quality content for online discussions.
Pictures and ideas are gathered and generated and are streamed online through mediums
such as Twitter, Instagram and Facebook post. Articles can be published that can be of value
to potential target audience and this in turn can attract more customers to businesses. It’s
guaranteed that they will be many comments generated from potential customers.

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From the marketing perspective, the expanding role of the digital environment has created
two important opportunities for companies of all kinds: Firstly, firms now have access to a
vast array of new digital tools that can be utilized for marketing purposes, and secondly, the
digital environment has made marketing more measurable by improving marketers’ ability to
access, collect, process and report data on marketing activities (e.g., Pauwels et al., 2009;
Pickton, 2005; Russell, 2010 cited Jarvinen, J et al., 2012). If used correctly, online advertising
is argues to improve the perception and credibility of a product or service.

5.1 Defence Force analogous application

The Defence Force uses business to consumer (B2C) marketing through social media tools
such as Facebook which is better for having conversation with customers and strengthening
and enhancing customer relationship.

The Defence Force is one of many arms of the Ministry of National Security which recruits
potential candidates to join the rank and files of their many Formations. For the Defence Force
to maintain its competitive advantage over the other Law Enforcement Agencies and other
organisations they must aggressively advertise using social media tools such as Facebook,
Twitter just to name a few.

The Defence Force currently use the traditional means of advertising which is through print
(newspaper ads), television ads and also through face to face interaction in various
communities. Additionally, the advertisement is also on Facebook which is being assessed by
followers which mostly consist of active members of the Defence Force, retirees and their
families.

To retain market share the Defence Force must utilise technology for targeting existing and
potentially (millennials) new segments through social media tools. With websites such as
Caribbean.jobs, Trinidad jobs and jobstt vacancies are advertised daily and the millennials are
in touch with them.

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So far the Defence Force combined pages (that is, Regiment, Coast Guard, Air Guard and
Reserves) has approximately forty thousand followers (40k) when compared to the Jamaican
Defence Force which has approximately sixty three thousand (63k) followers.

The Trinidad and Tobago Defence Force like other military establishment has always prided
themselves in secrecy. They will be involved in high level operations, however, the public as
a whole would not be privy to such information. They should follow their Regional
counterpart the Jamaican Defence Force (JDF).
Presently, the JDF has a webpage that incorporates all the arms of the military. You can simple
visit this page and any information you require can be attained from this one webpage. It is
user friendly and information is updated almost on a daily basis.

Whereas, with the TTDF, you have to visit multiple pages to obtain information about and
Arm in the military. It can be frustrating to anyone and it can deter a potential candidate who
maybe interested in joining the TTDF since relevant information cannot be accessed since the
webpage lacks content and is not updated regularly.

6. Recommendations

With e-marketing the Defence Force is at least reaching some segments of audience online.
However, some areas of their strategy can use a little more improvement.

Following the JDF model, a Defence Force Webpage can be created to incorporate each
Formation where information can be easily accessible about each Military Arm and
application forms can be filled out by potential applicants. This will attract an active reader
base, which are interactive and full of balanced content in different forms (text, video and
graphics). It helps to improve customer engagement and customer service.

Additionally, the balance scorecard can be implemented since it is one of the most current
ways to demonstrate the impact of non-financial areas on an organisation’s performance.

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The learning and growth perspective of the balance scorecard focuses on employee training
and corporate culture attributes to both individual and corporate self - improvement. When
employees have limited capability to use digital and social media tools, the role of
management is emphasized.

Therefore, managers are responsible for mentoring, tutoring and communicating with their
employees to ensure that they are fully aware of their roles and responsibility. In this case,
building a team is necessary to ensure someone is dedicated to updating the webpage on a
daily basis who possess the capacity, capability and competence.

7. Conclusion

8. References

Armstrong. G & Kotler, P 2015, Marketing: an introduction, 12 th edn, Pearson Education,

Edinburgh Gate, Harlow, Essex, p. 33.

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Castells, M, The Impact of the Internet on Society: A Global Perspective, vie from the

Marketplace, Sept, 8, 2014 http://www.technologyreview.com, viewed 29 October 2017.

Gaikwad, MJ, & Kate, PH 2016, E-Marketing: A Modern Approach of Business at the Door of
Consumer, International Journal of Research in commerce & Management, vol. 7, no. 9, pp.
56-62, http://web.a.ebscohost.com, viewed on 21 September, 2017.

Hajli, MN 2014,’A study of the impact of social media on consumers’, International Journal of

Market Research, vol.56, no.3, pp. 387-404.

Hendrix, P, E, ‘How Digital Technologies Are Enabling Consumers and Transforming the
Practice of Marketing, http://web.a.ebscohost.com, viewed on 23 October, 2017.

JARVINEN, J, TOLLINEN, A, KARJALUOTO, H, & JAYAWARDHENA, C 2012, DIGITAL AND SOCIAL

MEDIA MARKETING USAGE IN B2B INDUSTRIAL SECTION, Marketing management Journal,
vol. 22, no. 2, pp. 102-117.

Salamah, NH 2017, E-Marketing via Social Networking and Its Rle on the Enhancement of
Small Business Project, International Journal of Marketing Studies, vol. 9, no. 1, pp.65-72,
http://web.a.ebscohost.com, viewed on 21 September, 2017.

Strauss, J & Frost, R 2014, E-marketing, International edn, 7th edn, Routledge, Essex.

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