Digital and Social Media Marketing

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