Digital and Social Media Marketing Report 2022

Running Head: DIGITAL AND SOCIAL MEDIA MARKETING
Digital and social media marketing
Student’s Name
University Name
Author’s Note

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DIGITAL AND SOCIAL MEDIA MARKETING
Executive Summary
This report is a descriptive analysis of the digital marketing strategies of Woolworths, one of
the leading Supermarket Chains of Australia. The buyer persona of the organization
comprises of women and men aged between 25 to 45 who have the maximum propensity to
buy products from supermarkets and also have the maximum disposable income. In this
report critical digital marketing objectives of the organization has been depicted and analysis
shows that the major in of marketing objective is to maximize their online traffic which they
are trying to convert into physical sales in the future. The environmental analysis of the
organization shows that the digital marketing Technologies enjoyed by them are advanced
and highly competitive. Nevertheless, the organization always encounters threat from
emerging E-Commerce Giants. A detailed digital media audit has also been conducted in the
Section 4 of the report based on the provided questionnaire followed by overall rating against
the digital marketing strategies of the organization and prompt recommendations regarding
the need to improve their strategies.

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DIGITAL AND SOCIAL MEDIA MARKETING
Table of Contents
Section One: Buyer Persona.......................................................................................................3
Section Two: Identify and critically evaluate Objectives..........................................................5
Section 3: conduct a situational analysis and identify key opportunities...................................7
1) Internal environment.......................................................................................................7
2) External environment......................................................................................................8
3) SWOT :...........................................................................................................................8
Section -4: conduct a digital media audit and answer all relevant questions from task?.........10
Section -5: overall how how would you rate their strategy? Critically assess and evaluate
what they have done well and what they need to improve on in relation to............................11
1. Target audience.............................................................................................................11
2. Objectives......................................................................................................................12
3. Communication.............................................................................................................12
Section -6: CONCLUSION......................................................................................................12
Reference List..........................................................................................................................14

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DIGITAL AND SOCIAL MEDIA MARKETING
Section One: Buyer Persona
Identification and profile - Try not to use just demographics, as they are somewhat
meaningless in a digital space.
Element Content
Who
The biggest buyer persona of Woolworths comprises of female aged
between 25 to 45 years. Out of 100, eighty percent would be female and
rest 20% would be male customers. Maximum people with high to mid
level of disposable income along with individual business owners comprise
people of the buyer persona of Woolworths (Kotler et al. 2015).
What
Primary goals of this community involve domestic welfare and financial
support. Since they are involved with domestic work, they need to visit
supermarkets. Again working people have maximum propensity for
processed and packaged goods also. That is why such people urgently need
to visit supermarkets.
Where
This community of buyer persona spends a great deal of their time
commerce doing Window shopping online and surfing social media. Most
people pertaining to this by personal also fever visiting shops and
supermarkets with friends or family members, constituting significant part
of their offline activities.
Content
This group of buyer persona mostly favours domestic products, apparel,
culinary instruments and foodstuffs and almost all other miscellaneous
products available in supermarkets.
Channels This community of buyer persona mostly spends time over socials chatting