Digital and Social Media Marketing

DIGITAL AND SOCIAL MEDIA MARKETING
Running Head: DIGITAL AND SOCIAL MEDIA MARKETING 0
Student name

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 %.