Digital and Social Media Marketing

This document discusses the digital and social media marketing strategies for Woolworths, one of the largest retail chains in Australia. It covers the target market, buyer persona, SMART objectives, and recommended tactics for implementing the strategy.

Running Head: DIGITAL AND SOCIAL MEDIA MARKETING 0
DIGITAL AND SOCIAL MEDIA MARKETING
Student name
5/11/2019

DIGITAL AND SOCIAL MEDIA MARKETING 1
Executive summary
Woolworths is an Australian based retail chain and recognized to be one of the largest chain in
Australia. The target market in this case would be the categorization of buyers on the basis of
their behavior. The target customer for the strategy by Woolworths would include working men
and women. The major goals for the target customer would be to get the grocery products at
home, without visiting the place, and other goals would be to acknowledge their duty in the
family.
It was concluded from the digital marketing strategy development, the key strategy for
Woolworths included use of digital channel and some traditional channels planned for the digital
strategy of Woolworths to execute included social media platforms, emails, search engines,
television advertisement, and online journals. Another collaborate strategy is a representation of
and as the name suggest includes creating a mutually advantageous relationship. For Woolworths
it would include combining of various goods and order that would be repetitive in nature for
working persons in a specific interval. Ensuring Woolworths sales at a fixed interval and
customers can have an additional discount for repetitive purchase.
Some of the recommended tactics for the company to implement the strategy developed includes
search engine marketing, social media marketing, email marketing, video marketing, and pay per
click marketing.

DIGITAL AND SOCIAL MEDIA MARKETING 2
Contents
Executive summary.........................................................................................................................1
Buyer Persona..................................................................................................................................3
SMART objectives..........................................................................................................................5
Strategy statement............................................................................................................................7
Strategy............................................................................................................................................7
Conclusion.....................................................................................................................................16
References......................................................................................................................................17

DIGITAL AND SOCIAL MEDIA MARKETING 3
Buyer Persona
Woolworths is an Australian based retail chain and recognized to be one of the largest chain in
Australia. Before planning the digital marketing strategy, it is important to identify the audience
for whom the digital marketing strategy would be formulated and has to be implemented as other
decision in the plan differs depending on the target buyer based on its behavior, needs and goals
that have to be considered by Woolworths to develop digital marketing plan (woolworths, 2019).
The target market in this case would be the categorization of buyers on the basis of their
behavior. Behavioral segments would include the working people in case of Woolworth’s digital
marketing strategy. Moreover, the buyer persona can be analyzed through the buyer persona
journey mapping, discussed below (woolworthsgroup, Our Businesses, 2018).
The specific target market or buyer persona for the digital marketing strategy of Woolworths
would include:
Element Content
Who
The target customer for the strategy by Woolworths would include working
men and women. This would include people working in corporates or doing
business. This customer prefers to not visiting a place for purchasing an
everyday product as they are occupied in work most of the time (Tidd &
Bessant, 2013).
What The major goals for the target customer would be to get the grocery products at
home, without visiting the place, and other goals would be to acknowledge

DIGITAL AND SOCIAL MEDIA MARKETING 4
Element Content
their duty in the family.
Where
The target customers spend their maximum time online instead of offline due
to a busy schedule at work.
Content
The types of content that the target buyer is looking for include visual
information, qualities, and information ensuring that the product is genuine.
Channels
Most regular use of social networks for the buyer persona would include social
media platforms like Facebook, Instagram. Moreover, the maximum time
spends at search engines.
Trust touch
points
The trust points for the customer would be videos by the existing buyers at a
social media platform. This would enhance believe that the product is of good
quality and effective in use (woolworths.co.za, 2018).
Pain touch
points
The objections that the customers targeted may have would be extensive
reminder messages on social media platforms or excessive email marketing.
Customer,
consumer or
influencer
The target buyer would be rational buyers, searching for various options and
after an effective comparison of products would make a purchase decision. As
an influencer, the target customer would influence their family for the purchase
of grocery products at a lower price and good quality by Woolworths.
Moreover, as a consumer the target customer would be a customer and the
consumer as well.

DIGITAL AND SOCIAL MEDIA MARKETING 5
Element Content
‘They say’ “I don’t have time to shop, grocery will come to me, anywhere”
‘We say’ “High quality everyday goods at lowest possible price”
Keywords
The key keywords associated with the target customer would be ease of
shopping, effective prices, time saving and high quality (Thomson, 2016).
SMART objectives
Objectives are the strategy for the company to be accomplished in a specific time and at a
specific target, which can be measured as well.
 Brand reminder
The major objective of the company is to keep customers reminding regarding the brand
as the switching cost for the customer in the retail industry is very high. This includes
targeting existing customers in the next six month, which can be measured in terms of
repetitive purchase by each customer and increased customer loyalty (Schlegelmilch B. ,
2016).
 Increased online services
The objective for Woolworths through digital marketing would be to enhance the online
services by the company that would include improving the delivery system and delivery
speed. The target for the company is to deliver goods to the customer in one day or two
days depends on the delivery speed chooses by the customers. This can be measured by

DIGITAL AND SOCIAL MEDIA MARKETING 6
cross checking the number of deliveries unable to reach by the customer as per the
schedule or committed to the customer (Reid, 2015).
 Increase in the number of customers by 10 percent by the next three months
The objective is to attract new customers by Woolworth through digital marketing
strategy and increase the number of customers associated with Woolworths by 10 percent
in the next three months. This would include extensive use of promotion and brand
awareness program by the company and reach out to potential buyers. These can be
measured by quantitative approach and new customer statistics as a result of the
implementation of the marketing strategy.
 Customer satisfaction
The increased customer satisfaction is one of the major objectives for Woolworths as the
customer is the key stakeholders for the company, which is targeted to increase by 20 %
in the next six months. This can be measured by feedback taken from customers at social
media platforms or online website.
 Integrated marketing
The company cannot be depended on a single channel for marketing. The objective for
the company is to have integrated marketing that would include the use of word of
mouth, advertisement, printed mode, and email marketing and social media marketing.
This can be measured by targeting various customers through different modes. It could be
possible that some people from the buyer persona prefer to be active of only one social
media platform, some people like to read block, and some are attracted through video
marketing. Moreover, some people still trust the company through traditional modes only
like an advertisement (Petersen, 2015).

DIGITAL AND SOCIAL MEDIA MARKETING 7
Strategy statement
The digital marketing strategy statement to target the above discussed buyer persona would
initiate by customer value journey, which will strategically develop to relations with the latest
prospective and enhancing customer loyalty and repetitive customer purchase. This would
include reaching customers through various prospective channels and using various digital
tactics to increase the number of customers, enhance customer retention and loyalty
(woolworthsgroup, Strategy and Objectives, 2018).
Strategy
The digital marketing strategy would include various decisions to be taken regarding the
strategic plan and actions to be taken to implement the strategy effectively. The digital marketing
strategy for Woolworths could be planned and developed through 8C’s strategy.
1. Categories
The first C’s in the strategy is the channel category where the customer can be
approachable by the company. These categories would include digital channel and some
traditional channels. These channels categories are as follows:
 Social media platforms
Most important is a channel that will be most approachable to reach to the working
people would be social media marketing. Mont only specific this buyer persona, but in
today’s scenario it has been identified that people spend their maximum time on social
media platforms for various reasons. For example, entertainment purpose or sharing
messages purpose could be some of the major use by the people of these platforms. The
company can use various platforms as a channel (Adam & Kotler, 2014).

DIGITAL AND SOCIAL MEDIA MARKETING 8
 Facebook – This is one of the maximum used social media platforms, which
would be perfect for Woolworths to target maximum customers of the discussed
buyer persona. This would include various active posts on the platform and reply
to any comment from the customers (Mura & Mariani, 2016).
 Twitter – Twitter is not used to the level at which Facebook has its user but still
twitter is considered to be a useful source to reach out to the customer. When the
company wants to understand the customer’s preferences and customer feedback,
and improve the customer service or resolve customer problems to enhance
customer satisfaction, twitter would be the approachable platform. Customers can
retweet at the tweets by the company. In the case of the above discussed buyer
persona that is a business person or corporate people, they are interested in tweets
and prefer commenting their viewpoints through retweets (Schlegelmilch B. ,
2016).
 Instagram – Instagram is the platform generally used for the entertainment
purpose. Therefore, the working people spending time on Instagram to spend
some entertaining time can be targeted through this channel. Moreover, this is the
attractive way to reach out to the customer as Instagram generally includes the
post in form of pictures or info graphic picture that Woolworth could post
regularly to keep the customers reminded of the brand and products. Moreover,
this platform can be used for building customer relationship with the customers,
and customers can even reach to the online website directly from the media
platform (Tiago, 2014).

DIGITAL AND SOCIAL MEDIA MARKETING 9
 You tube - YouTube is one of the channels that various people prefer to check
before making a purchase decision. Moreover, for video marketing, Woolworths
can use go for this channel, as this would be approachable for the company to
reach the target customer segment. Woolworth can sponsor the bloggers to do
videos like a visit to Woolworth’s department or Woolworths sale haul that are
the product that would be beneficial for the customers to purchase from
Woolworths (Armstrong & Giardina, 2016).
 Emails – For customer relationship management and personalized marketing, Emails
would be the appropriate channel used by Woolworths. This would include sending
customer’s emails regarding the discount offers, or new product information, or
recommendations to the customer related to the previous purchase by the customers. This
can be a little annoying, so Woolworth must fix the time interval between the messages
sent to the customers. This would also include getting feedback from the customers
through email’s survey forms. Moreover, email is already used to provide the tracking
information of the customer’s packet, like a shipment of the package or estimated
delivery date, in case of online purchase (Balmer & Abratt, 2016).
 Search engines – The search engines are the place that is used by the working people to a
greater extent for not only entertainment purpose but for working purpose as well. This
would be the channel to keep the customer remind regarding their products added in the
bag and not purchased yet to push purchase decision by the customers (Hudson & Roth,
2016). Moreover, there are various digital marketing tactics that companies can be used
while using this channel. Some of the popular and top used search engines would include
Google search engine, yahoo engine, Bing and many more (Chari & Feng, 2018).

DIGITAL AND SOCIAL MEDIA MARKETING 10
 Television Advertisement – along with the modern and digital marketing channel, some
of the traditional channels is also essential. Television is one of the largest traditional
modes that are still used maximum while reaching to the target customers. Television is
the mode to reach out to maximum customers at a time and would be approachable from
Woolworths to use this channel (Oral, 2014). This mode of the channel is not specifically
limited for the above-mentioned buyer persona. This would also target other customer
segments like old age people would also be reachable through this mode of channel. This
would be helpful for the company to increase the trust among the customers, as the
human tendency is to believe that if the company is doing advertisement using a popular
brand ambassador and on large scale then the company is trustworthy (Chung & Fiore,
2017).
 Online journals – The selected target market that is the working people at corporates of
businesspersons are generally indulged into reading newspapers or journals online.
Woolworths can publicize the brand and related information like festive offers in online
newspaper and journals. This would be done offline and online both that is the digital use
would include online newspapers and offline mode could include use of printed
advertising in some of the top newspapers of Australia like “The Guardian” (Pansari &
Kumar, 2016).
2. Comprehend
Another C represents comprehend that will highlight the channel specific rules that
Woolworths needs to adhere, which would include guidelines and policies to ensure its
expected norms. Some of the policies and guidelines that Woolworth would follow
include

DIGITAL AND SOCIAL MEDIA MARKETING 11
 Privacy policy - In digital marketing the privacy is important to be considered by
the company adheres to privacy and disclosure norms. The reason being the
companies are enabled to see various private information of the employee, which
must be kept with the company and not disclose at any cost (Day, 2014).
 Use of ethical content – The content is a major aspect that is visible and affects
the customer. Facebook prohibits various content that is found to be unethical for
advertising (Pappas, 2016).
 Legal products and services – The product and services offering through social
media must be legal. It is one of the top policies by Facebook and Instagram.
Woolworths must not advertise any illegal products online (Bach, 2017).
 Prohibit sensational content – The sensational content would include any
advertising that could be shocking, disrespectful to any caste religion of culture,
or would be responsible for shocking or extremely violent content. Woolworths
must not include any sensational content on any social media platforms (Jaworski,
2018).
 Misleading false content – The content that is not true to the fact must not be part
of the advertisement content. This would include deceptive offers, claims, or
business practice. Woolworths must avoid any false offers that are not available
on online sale or offline sale to increase the customer trust and loyalty for the
company (Chung & Fiore, 2017).
3. Converse
The third C represents converse that acknowledge other channel users and the company
should contribute towards the channel issue and not always being the provider. This

DIGITAL AND SOCIAL MEDIA MARKETING 12
would include displaying the product area knowledge and reflecting true concern for the
major problems of the channel selected to create a trust for Woolworths (Harvey, 2009).
Various points under the converse strategy for Woolworths would include a campaign to
save a customer from online fraud. This would help the company to increase customer
relationship with the customer and help channels to fight against cybercrimes. The online
mode is prone to various kind of cybercrimes like hacking, bombing, which can cause to
leak of personal information of the customer, which must be secured through campaigns
run by Woolworths (Chung T. , 2015).
4. Collaborate
Collaborate strategy is a representation of forth C in this framework. Collaboration, as the
name suggest includes creating a mutually advantageous relationship. Woolworths can
offer customized goods for the target customer, which would include combining of
various goods and order that would be repetitive in nature for working persons in a
specific interval (Finne, 2017). This would ensure Woolworths sales at a fixed interval
and customers can have an additional discount for repetitive purchase. This would be
helpful for Woolworths to have high trust for the brand. Moreover, co creation is one of
the best ways for innovative product and services development, like design thinking
processes used by the Woolworths to develop the offerings (Ding, 2018).
5. Contribute
Fifth C represent contribute strategy of the company that must be acknowledged by
Woolworths. This includes the positioning of Woolworth through unique knowledge and
unique selling proposition. This is to create a brand reputation and enhance the
community (Gong & Yi, 2018). This strategy for Woolworth would include positioning

DIGITAL AND SOCIAL MEDIA MARKETING 13
price effective product with high quality goods and excellent services quality by the
company. This would include brand positioning strategy of Woolworths, where brand
positioning through digital marketing is the major objective for the company which
would influence the customer loyalty for the company. This would acknowledge the
object for this marketing strategy of increasing the number of customers. The content
selected for Woolworths advertisement and post on Social Medias would influence the
brand positioning in the retail industry of Australia (Doole & Lowe, 2008).
6. Connect
Sixth C ion this strategy framework would represent connect strategy is to increase the
brand loyalty and customer retention. Woolworth to increase the connection with the
existing customers would include the best service to the customer and new product
development. The services would include the delivery services for the customer that
would include the speed of the delivery based on the customer’s preference. For grocery
items, the delivery would be fixed as one-day delivery and for other items two day
delivery and standard delivery to be four days depending upon the customer order and
delivery mode selected. Moreover, the customer can track their package on the real time
bases due to cloud based system that can tell where exactly the package is at the time
(Duggan, 2018).
7. Community
This C represents community strategy, which would include integrating two-way
conversation with potential customers. For Woolworths, this strategy would include
getting feedback from customers so as to understand the problems that the customers are
facing by the product and service offered by Woolworths. Moreover, this strategy can

DIGITAL AND SOCIAL MEDIA MARKETING 14
include feedback form through email, or twitter conversation with the customer,
comments on any social media platform would be acknowledged. The company must
consider the feedback seriously to improve the services for the customer and increase
customer satisfaction, which is one of the key objectives of the company. For instance
the company is getting the feedback that they are facing with ordering online, this
feedback must be immediately considered and the technical issue must be salved as soon
as possible. Moreover, in case the customer comments on any social media, he or she
must get the reply within 24 hours to make customers feel that they are listened and their
views are considered to be important by the company. Customer relations would also
increase through this strategy (Craig & Douglas, 2015).
8. Convert
From the above stated strategies, the last C represents the conversion of the strategy
development into tactics and campaigns for creating brand loyalty. The tactics that would
helpful for the company or the campaigns for Woolworth for creating loyalty among the
customers would include digital campaign, this would include a major key social issue
for the campaign to promote the brand. For example, women empowerment campaign
can run by the customer, which would be reached to the customer through the digital
channels selected in previous points that is social media platforms. Woolworths can use
advertisements to promote women empowerment, providing employment for women that
are giving jobs to women at large number in the corporation. This is because the target
customer for this strategy development was also working men and women. This
campaign will help Woolworths to gain brand reputation and positive brand positioning.
Moreover, customer loyalty would increase to a greater level for Woolworths due to good

DIGITAL AND SOCIAL MEDIA MARKETING 15
reputation and company is not promoting themselves and instead focusing over the
community issues through digital marketing (Harrigan & Choudhury, 2014).

DIGITAL AND SOCIAL MEDIA MARKETING 16
Conclusion
From the discussion, it can be concluded that prior to planning the digital marketing strategy, it is
significant to recognize the audience for whom the strategy would be framed. The target
customer for the strategy by Woolworths would include working men and women. The target
customers spend their maximum time online instead of offline due to a busy schedule at work.
The digital marketing strategy for Woolworths could be planned and developed through 8C’s
strategy. SMART objectives for the strategy included brand reminder, increased online services,
customer satisfaction, and integrated marketing. Digital channel and some traditional channels
planned for the digital strategy of Woolworths to execute included social media platforms,
emails, search engines, television advertisement, and online journals. Some of the policies and
guidelines that Woolworth would follow regarding the selected channels included use of ethical
content, privacy policy, legal products and services, misleading false content, and prohibit
sensational content. Another strategy included customized goods for the target customer, which
would include combining of various goods and order that would be repetitive in nature for
working persons in a specific interval. Co creation is one of the best ways for innovative product
and services development, like design thinking processes used by the Woolworths to develop the
offerings. Fifth C represent contribute strategy of the company that must be acknowledged by
Woolworths. This strategy for Woolworth would include positioning price effective product with
high quality goods and excellent services quality by the company.
Some of the recommended tactics for the company to implement the strategy developed includes
search engine marketing, social media marketing, email marketing, video marketing, and pay per
click marketing.

DIGITAL AND SOCIAL MEDIA MARKETING 17
References
Adam, S., & Kotler, P. (2014). Principles of marketing. Australia: Pearson Australia.
Armstrong, C., & Giardina, M. (2016). Embracing the social in social media: An analysis of the
social media marketing strategies of the Los Angeles Kings. Communication & Sport,
4(2), 145.
Bach, C. (2017). Demystifying McCarthy’s 4 P’s Of The Marketing Mix; To Be Or Not To Be.
Industrial Marketing Management, 26(1), 1.
Balmer, J., & Abratt, R. (2016). Corporate brands and corporate marketing: Emerging trends in
the big five eco-system. Journal of Brand Management, 23(1), 3.
Chari, S., & Feng, H. (2018). Research in marketing strategy. Journal of the Academy of
Marketing Science, 1-26.
Chung, J., & Fiore, A. (2017). The Effects of Shopping Motivation and an Experiential
Marketing Approach on Consumer Responses toward Small Apparel Retailers. Fashion,
Industry and Education, 15(2), 11.
Chung, T. (2015). The role of listening in e-contact center customer relationship management.
Journal of services marketing, 29(1), 49-58.
Craig, C., & Douglas, S. (2015). International Marketing Research. Chichester: John wiley &
sons.
Day, G. (2014). An outside-in approach to resource-based theories. Journal of the Academy of
Marketing Science, 42(1), 27.

DIGITAL AND SOCIAL MEDIA MARKETING 18
Ding, K. (2018). Platforms, innovation and capability development in the Chinese domestic
market. The European Journal of Development Research, 1-16.
Doole, L., & Lowe, R. (2008). nternational marketing strategy: analysis, development and
implementation. Cengage Learning EMEA.
Duggan, T. (2018). How to Implement & Manage a Marketing Strategy. Retrieved from
https://smallbusiness.chron.com/implement-manage-marketing-strategy-41184.html
Finne, A. (2017). Communication-in-use: customer-integrated marketing communication.
European Journal of Marketing, 51(3), 445.
Gong, T., & Yi, Y. (2018). The effect of service quality on customer satisfaction, loyalty, and
happiness in five Asian countries. Psychology & Marketing, 472.
Harrigan, P., & Choudhury, M. (2014). CRM to social CRM: the integration of new technologies
into customer relationship management. Journal of Strategic Marketing, 149-176.
Harvey, M. (2009). The marketing audit: Five decades later. Journal of Marketing Theory and
Practice, 5(3), 1-16.
Hudson, S., & Roth, M. (2016). The influence of social media interactions on consumer–brand
relationships: A three-country study of brand perceptions and marketing behaviors.
International Journal of Research in Marketing, 33(1), 27.
Jaworski, B. (2018). Commentary: advancing marketing strategy in the marketing discipline and
beyond. Journal of Marketing Management, 34(1), 63.

DIGITAL AND SOCIAL MEDIA MARKETING 19
Mura , M., & Mariani, M. (2016). Facebook as a destination marketing tool: Evidence from
Italian regional Destination Management Organizations. Tourism Management, 54, 321.
Oral, C. (2014). Auditing Marketing Strategy Implementation Success. Marketing Review St.
Gallen,, 31(3), 55-65.
Pansari, A., & Kumar, V. (2016). Competitive advantage through engagement. Journal of
Marketing Research, 497.
Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, 92.
Petersen, J. (2015). Marketing communication strategies and consumer financial decision
making: The role of national culture. Journal of Marketing, 79(1), 44-63.
Reid, M. (2015). Integrated marketing communication capability and brand performance.
Journal of Advertising, 44(1), 37-46.
Schlegelmilch, B. (2016). Global Marketing Strategy. Switzerland: Springer.
Schlegelmilch, B. (2016). The Future of Global Marketing Strategy. In Global Marketing
Strategy , 221.
Thomson, H. (2016). Marketing small and medium sized enterprises in the digital age:
opportunities and challenges.,. Teaching Business & Economics, 20(1), 4.
Tiago, M. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6),
703.

DIGITAL AND SOCIAL MEDIA MARKETING 20
Tidd, J., & Bessant, J. (2013). Managing Innovation: integrating technological, market and
organisational change (5th ed.). chichester: Wiley.
woolworths. (2019). our values. Retrieved from https://www.woolworths.co.za/recipe/_/A-
cmp204259
woolworths.co.za. (2018). Development opportunities. Retrieved from
https://www.woolworths.co.za/recipe/_/A-cmp100617
woolworthsgroup. (2018). Our Businesses. Retrieved from
https://www.woolworthsgroup.com.au/page/about-us/our-brands/
woolworthsgroup. (2018). Strategy and Objectives. Retrieved from
https://www.woolworthsgroup.com.au/page/about-us/our-approach/strategy-and-
objectives/