It's a long shot, because it is safe to say that the company's e-marketing strategies have been successful.
The reason companies are popular now is because their communications and marketing teams put in a lot of work in the past.
In 2015, Uber focused on direct mail and e-mail marketing.
Their physical postcard packets were well designed and high quality, modern, content-focused, and engaged users with free rides (up to $20!)
Their emails were appropriate and went exactly for the objections the new company new they would be facing as a mobile based taxi program: safety.
In a clear and concise way, they basically told users, "Look, we understand you're worried about safety, but here's why you shouldn't be when you ride with Uber."
Uber's e-marketing strategy now almost runs itself. The company was a step ahead of dealing with the competition aspect of entering the market since they began before Lyft, but they still had to deal with different forms of competition. People are lazy, and if something seems easier, they gravitate to the choice that requires the least amount of effort.
Uber provided just that and positioned themselves expertly with e-marketing to prove it.
Their app, available on all smart phones, provides users with ease of accessibility and their support and tech team has worked hard to ensure the app runs smoothly.
On top of word of mouth marketing, Uber doesn't have to do much to get the attention of their target audience. When they announce a collaboration for delivering puppies or kittens to offices, the news pops from social media platform to social media platform.
Other perks like Uber VIP (users who have ridden over 100 times) and promo codes (available to all who join) keep users interested.
Uber has built up the excitement and now they get to coast.
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