Digital and Social Media Marketing

The report includes the formulation of a digital marketing strategy for Woolworth through the use of secondary data. The SMART objectives for these digital strategies include increased customer satisfaction, enhanced customer loyalty, sales generation, and lead generation. The target customer segment for this strategy is college-going students.

DIGITAL AND SOCIAL MEDIA MARKETING
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DIGITAL AND SOCIAL MEDIA MARKETING 1
Executive summary
Woolworths is a retail supermarket and discounting stores offering products at lower prices in
Australia and various other nations. The report will include formulation of digital marketing
strategy for Woolworth through use of secondary data. The SMART objectives for these digital
strategies to be targeted included increased customer satisfaction, enhanced customer loyalty,
sales generation, and lead generation. The target customer segment or buyers selected to be
targeted for this strategy would be college-going students. The key goals associated with the
college-going customers would be having lower price products and combo packaging could be
attractive to target this segment. The trust touch points for college students would be a review of
an existing customer.
A digital marketing strategy was formulated with the help of 8C’s strategy framework.
Woolworths prefers to have several channels and integrated marketing channel would be
preferable. Some of the key rules that Woolworths need to consider for strategy formulation and
execution included Ethical information, Security policies, and Cultural content. This strategy of
Woolworths would include engaging customer by getting feedback from the customers.
Moreover, the customer needs and expectations can be understood before offering goods and
service to a potential customer. The recommended tactics for the execution of strategy would be
social media marketing, affiliated marketing for international trading, content market, and audio
video advertisements

DIGITAL AND SOCIAL MEDIA MARKETING 2
Contents
Executive summary.........................................................................................................................1
1. Buyer Persona..............................................................................................................................3
2. SMART objectives......................................................................................................................5
3. Strategy statement........................................................................................................................6
4. Strategy........................................................................................................................................6
4.1. Categories..........................................................................................................................7
4.1.1 Online official website....................................................................................................7
4.1.2 Social media platforms...................................................................................................7
4.1.3 Printed media..................................................................................................................9
4.1.4 Advertising.....................................................................................................................9
4.2. Comprehend......................................................................................................................9
4.2.1 Ethical information.......................................................................................................10
4.2.2 Security policies............................................................................................................10
4.2.3 Cultural content............................................................................................................11
4.3. Converse..........................................................................................................................11
4.4. Collaborate......................................................................................................................11
4.5. Contribute........................................................................................................................12
4.6. Connect...........................................................................................................................12
4.7. Community......................................................................................................................13
4.8. Convert............................................................................................................................13
5. Conclusion.................................................................................................................................14
References......................................................................................................................................16

DIGITAL AND SOCIAL MEDIA MARKETING 3
1. Buyer Persona
Buyers are the key element in an organization that must be considered while developing a
strategy. In the report, the digital marketing strategy for Woolworths will be created, for which
the initial step is to analyze the target market and buyer persona. Woolworths is a retail
supermarket and discounting stores offering products at lower prices in Australia and various
other nations (woolworthsgroup, Our Businesses, 2018). The buyer segment that would be
targeted would be college-going students. The buyer journey map will be generated and
presented for this customer segment in the table below (Amabile & Rigolizzo, 2015). This will
help the company to generate an appropriate and suitable strategy.
Element Content
Who
The target customer segment or buyers selected to be targeted for this strategy
would be college-going students. Considering the age youth from 18 to 23
years will be targeted. It has been observed that youth today are very much
active and prefer going shopping for fun as well. Moreover, youth in Australia
start loving by their own after high school, as they prefer to be independent
(Chung, 2015).
What
The key goals associated with the college-going customers would be having
lower price products as they are in the stage where they are saving the amount
and are also willing to have various products like packed eatables (Robson &
Zeriti, 2014).
Where College going students would be equally interested in online shopping as well

DIGITAL AND SOCIAL MEDIA MARKETING 4
Element Content
as offline shopping. As per the change in social trends, they are preferring
online shopping due to additional offers (Schlegelmilch B. , 2016).
Content
The information college-going student looking for and are attracted to, would
be the basic information of the products and also attractive packaging. For
instance, combo packaging could be attractive to target this segment.
Channels
Since college students are very much indulged into social media platform use
that would include snap chat, Instagram, and Facebook. However, the students
are also indulged into a search engine for education and research purpose
(Baker & Bowen, 2015).
Trust touch
points
The trust touch points for college students would be a review of an existing
customer, this review could be in the form of rating on various sites or
customer review through videos on social media (Thomson, 2016).
Pain touch
points
The pain touch points for college students could be annoying for them as the
repetitive reminders will irritate them to a large extent (Betton, 2017).
Customer,
consumer or
influencer
The college students could be the great influencer for their friends and family
as they are indulged into various friends group, where they can shop together
and prefer to try areas that are recommended by friends. Students would act as
a customer too as they can go for offline shopping and the consumers can be
either themselves or their friend or loved ones for whom they would buy small
gifts.

DIGITAL AND SOCIAL MEDIA MARKETING 5
Element Content
‘They say’ “I was looking for cost effective products, and found them at Woolworths.”
‘We say’ “Lowest prices offered for good quality and large variety products at one roof”
Keywords
The key words appropriate for college students to target would be the lowest
price, large variety, one roof, and good quality products.
2. SMART objectives
SMART objective represents the short-term objective that has to be accomplished, for which
the strategy is being formulated. Here SMART stands for specific, measurable, achievable,
reachable and target. The SMART objectives for these digital strategies to be targeted included
 Sales generation – Most relevant objective for Woolworth is increasing revenue, for
which the target is to increase 10 percent revenue in next one year. This could measure
by the company through analyzing the financial reports of the company and considering
the sales figure from the beginning of the strategy execution and after a year
(woolworths.co.za, 2018).
 Enhanced customer loyalty – Customer loyalty is one of the key elements to be
successful and sustain in the retail industry. Woolworths target to increase retention by 20
percent in the next six months. This can be measured by the customer database and
customer retention of purchases (Tukker & Charter, 2017).
 Increased customer satisfaction – Customer satisfaction is very difficult to attain and
Woolworths target to increase customer satisfaction in the next four months by 20 %.

DIGITAL AND SOCIAL MEDIA MARKETING 6
This would be measured by the company through ratings by the customer on website and
comments on the post of the company at social media platforms (Weisberg, 2006).
 Lead generation – This objective is to attract new customers other than retaining the
existing ones. This is to increase the customer base by 20 percent in the next five months.
This can be measured by analyzing the customer database of the company and comparing
the increase in number. The company can do so by increasing brand recognition and
brand reminder (woolworthsgroup, Strategy and Objectives, 2018).
3. Strategy statement
Strategy statement is the bridge between analyzing the buyer persons, the objectives of
the company through the strategy formulation and the actual digital marketing strategy plan. The
statement appropriate to understand the strategy to be formulated includes “Creating customer
value and increase brand recognition to target youth and tomorrow’s future.” This would include
formulating a strategy based on this statement that is gist to the strategy formulation in the next
section.
4. Strategy
The strategy is the tool that will be responsible for the company to accomplish the
objectives and target planned. These are the key framework that will be formulated and executed
to accomplish the objectives. A digital marketing strategy could be formulated with the help of
8C’s strategy framework. This framework represents 8C’s that will be the strategy that is
formulated. The 8 C’s are as follows

DIGITAL AND SOCIAL MEDIA MARKETING 7
4.1. Categories
Initially, the basis is the categories, which would include Woolworths strategy associated
with channels that the company would use for execution of digital marketing. Woolworths
prefers to have several channels and integrated marketing channel would be preferable (Camison
& Fores, 2016). The channels that were selected for integrated marketing includes:
4.1.1 Online official website
It has been observed that the content about the product is one of the aspects that will be
responsible for the initiation of the purchase decision process. Therefore the appropriate
explanation of the content that would include the product info, quality, price, expiration date, the
way to use it and various uses for the product description must be presented especially in case of
online sales. The company information and descriptive information of the products would help
the target customer segment understand the basic need and also help to increases brand
recognition (champlain.edu, 2018).
4.1.2 Social media platforms
Social media platforms include various social media sites where people interact with one
another and know it is used by the companies to reach to the customers and increase personal
relations as well. It has previously discussed that college students who are targeted by
Woolworth are the key users of the social media sites, the reason being they are young and adults
who prefer to increase friends and be socialize. Moreover, these people are the ones who adapt to
the latest trends at social media, which could be sued by the company to reach out the potential
buyers. The social platforms include

DIGITAL AND SOCIAL MEDIA MARKETING 8
 Pinterest – Woolworth’s strategy would include targeting customers through visuals to
attract new customers and target customers. This would make Pinterest social network
appropriate for a brand promotion that can be effective for business and accomplish the
lead generation objective of Woolworths (Armstrong & Giardina, 2016).
 Google+ - The Woolworths one of the tactics must include search engine optimization,
for which Google+ would be an appropriate social network to learn the ways to create
good presence, which will eventually accomplish the object of increment of customer
loyalty for Woolworths (Harrigan & Choudhury, 2014).
 Facebook – this is one of the most common social media network used among college
students to socialize among each other and would be the best platform for Woolworths to
generate lead and increase brand recognition (Hudson & Roth, 2016).
 Twitter – For early adopters the most appropriate platform would be twitter for
Woolworths. The target audience is youth and college students, who are the ones
interested in trying out new and innovative products and services and are also interested
in engaging with the companies to provide accurate feedback to Woolworths through re
tweets at twitter. Moreover, young people could be the most appropriate individuals to
provide new idea and innovative ideas to be improved by Woolworths. This would
increase customer loyalty and customer retention (Kim & Edelson, 2015).
 Instagram – as per the changing trends people are interested in Instagram. Instagram is
the social media used by youth the greatest extent. The users at Facebook could be all age
groups but at in case of Instagram maximum users are young and school and college
going students, which makes this platform best to target this buyer persona (Du &
Bstieler, 2016).

DIGITAL AND SOCIAL MEDIA MARKETING 9
4.1.3 Printed media
Other than the online mode, traditional channels can also be part of this digital marketing
strategy. The printed media would be appropriate to target college students as the printed media
would include hoarding, billboard. This can be done by sponsoring functions at colleges where
the hoardings, brand promotion through pamphlets would be helpful Woolworth to target the
discussed buyer persona. Moreover, to interrelate the printed media to digital marketing, the
printed media tool advertising and events at colleges can be places to Facebook pages of the
company and college to attract maximum people (Tiago, 2014).
4.1.4 Advertising
The advertisement would include audio video representation to make the information and
marketing attractive. This would also include advertisement through various modes like
television advertisement, for which the company can use a popular brand face like an actor.
Moreover, the advertising can also be included at social media platforms discussed above. For
instance, add an advertisement that is launched for television can also to social media platform in
the form of video marketing (Chari & Feng, 2018).
4.2. Comprehend
This C’s strategy would include acknowledging the rules that are associated with the
selected channel for strategy execution. For example, some of the key rules that Woolworths
need to consider for strategy formulation and execution included (Feng & Chari, 2018). Key
aspects that have to be acknowledged by Woolworth include

DIGITAL AND SOCIAL MEDIA MARKETING 10
4.2.1 Ethical information
The information presented by the company has to be ethical. This is approachable in case
of content writing at various platforms like website, any form of the online channel. Ethical here
reflects. Unethical practices would include any information that is not true to the fact and
reliable. Ethics and values are key to the success for Woolworths; the reason being a customer is
very much concern about ethical norms and policies of the company and reflect into customer
loyalty (Shapiro, 2016).
The ethical content would include advertising legal products by Woolworths, this means
that Tabaco, any product related to liquor and drugs are illegal to advertise, which should not be
done by Woolworths on online media as well (woolworthsgroup, DOING THE RIGHT THING,
2016). Moreover, adult content or message or sensational information should not be used by
Woolworths to attract college students, which could be unethical in nature and prohibited (Finne,
2017).
4.2.2 Security policies
Security is the key aspect in digital marketing, as the internet is involved which are at
maximum risk to have cybercrimes, viruses, failure of technology that could lead to problems
like breach of privacy policies (raconteur, 2019). The company website and social media
platforms that Woolworths is interacting at are liable to have personal information of the
potential customer that can be a leak in case of any default in system or internet crime.
Therefore, the strategy includes Woolworth to keep the privacy of the customer to highest care
(Jaworski, 2018).

DIGITAL AND SOCIAL MEDIA MARKETING 11
4.2.3 Cultural content
Culture plays a major role when it comes to attracting customers by the company. The
content of the advertisement of the use of massage must not reflect any offense to any culture.
This could lead to accusing of a cultural shock to the customers. Therefore, the strategy of
Woolworths is to understand the culture of potential customers to develop the appropriate use of
the content for advertisement or blogs on the online and offline channel. Therefore, it can be said
that the decision regarding the choice or words and action for the creation of advertisement must
be considered at priority and after analyzing the cultural expectations of the potential customers
(Petersen, 2015).
4.3. Converse
The converse strategy says that the company must not promote their brand every time;
their contribution towards the issues faced by selected channels must be considered. The
appropriate campaign by Woolworths contributing to the channel would include educating
potential customers (Tidd & Bessant, 2013). The major issue is cybercrime, for which customers
must be aware and must be known to the major actions that must be taken by the customers in
case of any early signs of cyber crime like unofficial calls or messages. Woolworths can use
digital media to educate students through videos and blogs. Moreover, the company can also use
presentations in colleges for educating purpose (Gong & Yi, 2018).
4.4. Collaborate
Customer collaboration would be most appropriate for the company to introduce to any
product or service. Moreover, engaging customers would increase the customer loyalty and
customer retention. This strategy of Woolworths would include engaging customer by getting
feedback from the customers. Moreover, the customer needs and expectations can be understood

DIGITAL AND SOCIAL MEDIA MARKETING 12
before offering goods and service to a potential customer. Moreover, as already discussed, the
idea from college students that is the new generation would be most approachable and helpful for
the company. The content area must be provided to the customer to give various suggestions for
the company and for the products or service, they are expecting from Woolworths. The company
can take feedback form online through sending emails or at twitter or comments by the customer
at social media network. This will lead to the problems faced by the customers which can be
solved while innovation adopted by Woolworths and increase customer satisfaction (Liedtka,
2018).
4.5. Contribute
As the name suggest, contribute strategy for Woolworth would include the contribution
of the company towards society. This reflects the brand positioning strategy of Woolworths in
the market. The key brand position strategy of Woolworths would be majorly related to
innovation and the lowest price. As discussed, the college student must be looking for lower
prices products and services at the discounting store for everyday products purchase. This makes
the position of the brand as lower price products available offline and online can be helpful to
create a positive brand position (Oral, 2014).
4.6. Connect
The connecting strategy would include the ways the company can enhance the connection
with the customers. For the buyer persona whose goals are to have a variety of product at the
lowest price, the most appropriate way to increase the customer retention would be provided
maximum sales offer. The digital marketing could be used by Woolworths to provide offers to
the customer. This would include special offers like buy one get one Wednesday, or 10 percent
additional off on the online purchase. This would be the best way to keen customers connected to

DIGITAL AND SOCIAL MEDIA MARKETING 13
Woolworths and the everyday offer could be different for different products, so that the products,
which are not much in trade, can be kept for discounting prices in offers (Miao, Eva, & Newman,
2017).
4.7. Community
The target audience in this case is a college student who prefers to put their views instead
of just listening to the company’s view. The Woolworth strategy related to the interacting
marketing with the customers includes having views from the customer through the use of
various tools like feedback forms online, product rating, and reply to emails by the company.
This would be helpful for the company to get new ideas or recognition of issues that customers
are facing. This way the customer must feel related to the company and can provide suggestion
to the company that would be listened by Woolworths. Moreover, customer services would be
available online or telephonic facilities where the complaints of the customer can be registered
understand and action must be taken within 12 to 24 hours to keep the customer satisfies and
retained (Pappas, 2016).
4.8. Convert
The last strategy formulation frame would be the conversion of the strategy formulation
to the strategy implementation phase. This will include the use of various tactics and tool to
execute the strategy formulated to be applied through the channels decided. The digital
marketing campaigns that the customer could run would be advertising using college students
purchasing relevant goods from Woolworths store and spend within their pocket money or
minimal salary. Moreover, campaigns like festive offers can be run through social media, which
would offer special discounts than regular at the time of festivals. For instance, Christmas sale
offer, or most appropriate for the college students would be Valentine offer (Ryan, 2016).

DIGITAL AND SOCIAL MEDIA MARKETING 14
5. Conclusion
From the report, it can be highlighted that Woolworth’s case was considered while understanding
the digital marketing strategy. The target customer segment or buyers selected to be targeted for
this strategy would be college-going students. College going students would be equally
interested in online shopping as well as offline shopping. “Creating customer value and increase
brand recognition to target youth and tomorrow’s future,” is the strategy statement for the
objectives set for Woolworths. The SMART objectives for these digital strategies to be targeted
included increased customer satisfaction, enhanced customer loyalty, sales generation, and lead
generation.
The channels that were selected for the integrated marketing included social media platforms,
online official website, printed media, and advertising. The appropriate campaign by
Woolworths contributing to the channel would include educating potential customers.
Woolworths can use digital media to educate students through videos and blogs. Moreover, the
company can also use presentations in colleges for educating purpose. The key brand position
strategy of Woolworths would be majorly related to innovation and the lowest price. Position of
the brand as lower price products available offline and online can be helpful to create the positive
brand position.
The Woolworth strategy related to the interacting marketing with the customers includes having
views from the customer through the use of various tools like feedback forms online, product
rating, and reply to emails by the company. Moreover, customer services would be an available
online or telephonic facility where the complaints of the customer can be registered understand
and action must be taken within 12 to 24 hours to keep the customer satisfies and retained. The

DIGITAL AND SOCIAL MEDIA MARKETING 15
recommended tactics for the execution of strategy would be social media marketing, affiliated
marketing for international trading, content market, and audio video advertisements.

DIGITAL AND SOCIAL MEDIA MARKETING 16
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