Digital Marketing Strategies Analysis

This assignment delves into the realm of digital marketing, specifically analyzing the strategies employed by successful companies such as Just Eat. It requires students to examine various aspects of digital marketing, including eMarketing excellence, branding in the digital age, customer engagement, social media marketing, and the impact of technology like self-driving delivery robots on the industry. Students must demonstrate a thorough understanding of these concepts through critical analysis of provided case studies and relevant academic literature.

DIGITAL MARKETING
FRAMEWORKS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1. Digital Marketing Audit of 'JUST EAT UK' and identifying the key issues...............................1
2. Analysing the customer's journey................................................................................................3
3. SMART objectives for 'JUST EAT UK'....................................................................................4
4. Digital marketing strategy for the Prospective target segment ..................................................5
5. Recommendations for Customer engagement and extended digital marketing mix...................6
6. Evaluating the digital campaign for JUST EAT UK...................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The rapid shift from analogue to digital, and the increasing consumption of digital
content on a regular basis is set to evolve new fundamentals of marketing and replace the
traditional forms. The market has adapted the medium of digital marketing as it is faster, more
practical and versatile in nature. The benefits of this emerging subject is two-fold i.e. it is
beneficial to the businesses as well as the consumers.
The present research is focused on the analysis of the digital marketing activities
undertaken by 'JUST EAT UK', the related issues and further, developing strategies and
campaigns in furtherance to the same. It is one of the world leading online food and delivery
services functioning to connect the food outlets and the consumers.
1. Digital Marketing Audit of 'JUST EAT UK' and identifying the key issues
The online takeaway service of London is accounted to receive orders from across the
global for 700 million pounds. The website of the venture is considered to be the most visited
website in Britain and has been categorised as one of the “best in class” technology companies of
Europe. Currently, the giant is working in 10 countries and across 3 continents. The company has
earned a revenue of over $500 million only from local businesses in the year 2011 (UK online
take-away firm just- eat gets $48m funding boost, 2011). Recently, the management of the
company realised that conducting experimental campaigns and distributing pamphlets is
incurring costs and is not even efficient enough to cover and attract the whole range of market.
Hence, they decided to engage in the field of digital marketing and benefit the business from the
same.
In order to understand the digital effectiveness of the initiatives taken by the entity in the
online world, it is imperative to analyse the internal as well as the external factors. The externals
factors such as the suppliers, intermediaries and customers affect the working a the micro level,
whereas the demographic, economic, physical, technological, political & legal and Social and
cultural forces affect at the macro level. The restaurants and individual food outlets constitute to
be the suppliers of the online service provider, and has increased to over 30,000. Further, to
determine the marketing activities and undertake its analysis, the best way is to conduct a digital
audit on the basis of the following 6 components:
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 Reach: It measures the brand's presence in the digital world. The status of the online
service provider can be inferred from the fact that it's website is considered to be the most
visited website in Britain and has been categorised as one of the “best in class”
technology companies of Europe (Chaffey, Smith and Smith, 2012). They are actively
available and have marked their presence on the social media sites such as Facebook,
Twitter, YouTube and Google+by providing latest news and promotional offers. They
can be seen on televisions, radio and print ads as well. The fact that best satisfies this
component is that in the year they won the 'Advertising strategy of the year” award for
their mini fist pump campaign.
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Illustration 1: Components of Digital Audit
Source: Social Media Explorer, 2011

 Architecture: This component measures the usability and the graphic elements used for
the development of the website (Chaffey and Patron, 2012). It is observed that the
organization has a well functional website with attractive graphics and is also easy to
access. The navigation system is quite efficient and hence, fulfils the parameters of
Architecture of the website fully. Content: An effective content strategy has been adopted by the service provider. A
separate department is responsible for the content shown on the website and regular
updating of the same. The content shown is the form of colourful text as well as images. Conversion: The visitors of the website are huge in number and the channels have been
designed to provide for conversion funnels. The rate at which the visitors undertake an
activity on the site is also considerable and also the presence on various social media
platforms have given clear calls of action. Integration: All the social media pages have been linked to the main website and the
offline activities can also be seen on the site.
 Measurement: The company is effectively measuring its level of performance and has
adopted specific metrics for the same. Also, reporting protocols have been adopted and
regular feedback loops are circulated (Yadav and et. al., 2013).
After analysing the whole brand, one of the major issues which have been identified is
that though, the brand has marked its presence on various social media sites it is also important
for the company to even manage and monitor it efficiently.
2. Analysing the customer's journey
The fact that 'JUST EAT UK' is one of the country's leading online takeaway ordering
service, clearly and explicitly explain the experience of most of the customers. The customers
visiting the site can easily surf through the site and explore all the available options. The site has
an effective search engine which enables the visitors to make a refined and selective research. In
result of the same, the website then shows appropriate results best suiting the requirements of an
individual. The website highlights the feature of usability, providing a smooth experience for
even the individuals visiting the site for the first time. Also the loading process is fast and every
page is linked to each other, providing a smooth navigation system for the visitor. Additionally,
the brand image and the prior experience of the customers make the pre-purchase process very
convenient and supportive in making the positive decision.
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A customer purchasing the services of the company is also relaxed as the payment
process has been designed in a very smooth manner. Also, the regular customers get the benefit
of being recognized by the website and getting the purchasing process accelerated. The website
has made the use of the system of Firewall and Encryption, to secure the data of the customers.
This further, enhances the reliability of the customers on the website and make the purchasing
decision easy as well as frequent.
After the customers have bought the services they have the option to cancel it or change
the order within a particular duration. The order of the every customer is assigned a particular
tracking id with the help of which one can decipher the exact status of the order and by what
time shall it be ready to be taken away. The helpline numbers provided on the site also gives an
option of resolving any issue related to the order, thereby further easing out the process to order a
service on the website. Recently, the company has taken a decision to introduce robots in their
staff, which would be delivering the takeaways to the customers (Just eat to pioneer food
delivery by self-driving delivery robots, 2016). This shall further enhance the experience of the
customer and may also have a positive effect on the profits of the organisation.
3. SMART objectives for 'JUST EAT UK'
In the present world it is important to have a proper social media marketing strategies in
place and in pursuance to the same the following new digital campaign is introduced by the
company to mark its strong position on the social platforms and further manage the presence in
an efficient and effective manner so that the same could leave a great impact on the minds of the
customers or public in general (Kotler and et. al., 2015).
SMART Objective
Specific A proper functional social media department shall be established
Measurable A proper monitoring system shall be set up within the department to
measure the progress and the shall be reported directly to the
Marketing Head.
Attainable The employees shall be trained to enhance their skills and abilities
to undertake the work effectively.
Realistic The high goals shall be assigned to individual employees to keep
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them motivated to work towards the organisational objective
Timely A time period of 6 months shall be assigned to achieve the ultimate
objective.
4. Digital marketing strategy for the Prospective target segment
'JUST EAT UK' shall undertake the segmentation of the market on the basis of age, and
accordingly prepare a digital market strategy. It well-know that younger people between the age
of 15 to 30 years are the ones who are actively present on the social media and are regularly
updating themselves with all the new information. Thus, on a digital platform they can be
considered as the soft audience, who can get influenced by the activities taking place on such
platforms. It has also been observed that in case of maximum young people internet and
especially the social media forms the source of a lot of information and news. Hence, this
segment of the market can be targeted by the company for high returns.
After identifying the target segment the next crucial step is to formulate an appropriate
integrated strategy to attract maximum population from the selected segment of people. To serve
the potential as well as existing customers and competitors, it is integral to formulate an effective
digital marketing strategy. The following steps shall be taken: A specific goal shall be ascertained: It is important to ascertain what are we focusing
upon. Digital marketing is a wide and broad area and hence a lot precision is required to
stay focused (Montgomery and et. al., 2011). Hence, while formulating the digital
strategy a specific focus area shall be ascertained before initiating any other work. In
respect to the present case the segment of young people actively participating on social
media has been determined. Creating a marketing funnel: This requires directing the customer's journey from the first
visit to the time he/she becomes a lead, and further encourage them to move through the
funnel. The marketing funnel can be in the form Awareness, interest, desire and action
(Ryan, 2014). A customer visiting the website implies they are in a need of something
and at this stage you have to attract them by showcasing the products in accordance to
their needs and wants. Hence, the company can use a lead magnet or call in action and
collect some of their information such as telephone number or profession etc. In the event
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the customer is expressing interest in a particular product, at this stage further
information or product may be showcased to them using the information collected at the
first stage. Further, after the choice of the product has been made, special attention may
be given to their needs and special care may be shown to them.
 Directing the traffic: The company may opt for marking a presence by blog posts, press
releases and articles on authentic sites. They may establish a link to various websites
which specifically deal with the young generation or experience maximum traffic from
that segment. Various social media posts shall be made with the help of pictures, video or
other interesting medium which may particularly attract the younger crowd. An eagerness
or curiosity may be created in the minds of the young people to attract them to visit the
website. Further, the website shall be made efficient enough to retain the customers.
 Online campaigns and promotional offers: One of the best way to attract young people is
by giving them interesting and attractive offers (Edelman, 2010). Also, online campaigns
may also be a good idea which may interest the young crowd to get involved.
5. Recommendations for Customer engagement and extended digital
marketing mix
Customer engagement is considered to be one of the vital elements in the functioning of
an organization. The best way to achieve it is turning your organisation into a customer centric
one (Tiago and Veríssimo, 2014). JUST EAT UK is one of the online service provider and has
been working towards the satisfaction of their customers. In pursuance to the same the marketing
strategies of the company can be best explained with the help of extended marketing mix which
has been especially evolved to govern the marketing practices of the service industry.
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As illustrated above the extended marketing mix is an extension of the marketing mix for
products, which has been evolved to govern the service sector. The extended marketing mix
consist of 3Ps i.e. Process, Physical evidence and People. Process: This element governs the efficiency of the process and how effectively it is
matching the expectation of the customers (Kirtis and Karahan, 2011). Hence, the
enterprise shall assure that the customer while purchasing a service on the website is not
facing any issue and is easily operating all the functions. Further, the speed of the process
shall also be assured by the site which may result into an increased level of customer
engagement. Physical evidence: The website shall add tangible elements to differentiate itself from the
competitors existing in the market. For instance to the website of the company shall be
interactive enough to attract and hold the customers and gain a competitive edge over the
other websites existing in the market.
 People: This is considered to be one of the most important element of the marketing mix
and has been added in the product as well as the services marketing mix. Human resource
is the biggest and costliest asset of any organisation (Edelman, 2010). It is important to
understand that a business cannot function without right people at the right place and at
the right time. Hence to maintain an engaged range of customer it is important to have
right people in the workforce and with the right work in hand.
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Illustration 2: The marketing mix
Source: Marketing 91, 2015

6. Evaluating the digital campaign for JUST EAT UK
The company has introduced a digital campaign to target a new segment of young people.
Various digital marketing schemes have been undertaken for the implementation of the same. An
effective enforcement of the campaign can be assured if the activities are carried out in a well
mannered monitoring system and under a timely reviewing mechanism.
The impact of the activities can be measured from the people visiting the website. An
analysis of the traffic visiting the website can be determined from keeping a track of the visitors
and the activities carried out by each one of them. It is important to know who all visited and
what activities were carried out by them after visiting the website (Van and et. al., 2010). Also
the response of the people on social media sites and blogs can also help in understanding the
impact of the campaign on the public.
A proper mechanism may be established to keep a track of the progress of the activities
under this head and the measurement of the progress and evaluation of every situation. It is
important to understand that taking a decision is critical but successful implementation of the
same and maintaining the quality throughout the execution process is even more important.
Hence, it is favourable for the company to establish a functional mechanism to govern and
monitor the activities of the same.
CONCLUSION
The present report has helped in understanding various aspects of digital marketing with
the help of an in-depth evaluation of the online service provider “JUST EAT UK'. The study has
conducted a digital audit of the company and has analysed various factors affecting the strategies
of the company. It has further helped in determining various marketing mix specifically
governing the service industry.
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REFERENCES
Books and Journals
Chaffey, D. and Patron, M., 2012. From web analytics to digital marketing optimization:
Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital
Marketing Practice, 14(1), pp.30-45.
Chaffey, D., Smith, P. R. and Smith, P. R., 2012. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Edelman, D. C., 2010. Branding in the digital age. Harvard business review. 88(12). pp. 62-69.
Edelman, D.C., 2010. Four ways to get more value from digital marketing. McKinsey
Quarterly. 6.
Kirtiş, A.K. and Karahan, F., 2011. To be or not to be in social media arena as the most cost-
efficient marketing strategy after the global recession. Procedia-Social and Behavioral
Sciences. 24. pp. 260-268.
Kotler, P., and et. al., 2015. Marketing. Pearson Higher Education AU.
Montgomery, K., and et. al., 2011. Food marketing in the digital age: a conceptual framework
and agenda for research. Research supported by the Robert Wood Johnson Foundation’s
Healthy Eating Research program: Washington.
Ryan, D., 2014. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons. 57(6). pp. 703-708.
Van Doorn, and et. al., 2010. Customer engagement behavior: Theoretical foundations and
research directions. Journal of Service Research. 13(3). pp. 253-266.
Yadav, M. S., and et. al., 2013. Social commerce: a contingency framework for assessing
marketing potential. Journal of Interactive Marketing. 27(4). pp. 311-323.
Online
Just eat to pioneer food delivery by self-driving delivery robots, 2016. [Online]. Accessed
through <http://www.just-eat.com/just-eat-to-pioneer-food-delivery-by-self-driving-
delivery-robots/>. [Accessed on 30th July, 2016].
UK online take-away firm just- eat gets $48m funding boost, 2011. [Online]. Accessed through
<http://www.digitalstrategyconsulting.com/netimperative/news/2011/03/uk_online_take-
away_firm_just-eat_gets_48m_funding_boost_.php>. [Accessed on 30th July, 2016].
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