Digital Marketing and Communication for Fettayleh Foods

Running head: Digital Marketing and Communication 0
Fettayleh Foods
Digital Marketing and Communication
9/6/2018

Digital Marketing and Communication 1
Introduction of the company
Fettayleh Foods is a family possessed business that has been built up in 1994 and become the
biggest meat providers in Western Sydney. They distributed an extensive variety of meat
products to a range of customers globally. It circulates premium high quality and reasonable
meat products to the Australian food production and involves two retail giants Woolworths
and Coles, eateries, and airline food providers. They opened as a retail butchery store in
Punchbowl in the mid-1990s by Jamal Fettayleh and future joined by his descendant, Ahmad
Fettayleh (Ström, Vendel and Bredican, 2014). They had worked diligently to turn this
modest business into a thriving establishment and become Australia’s most acknowledged
and certified meat supplier without the supplement that other butchers estimated. In the
report, a discussion has been made of Fettayleh Foods’ development, which is credited to the
widespread use of the digital marketing tools and their execution in the company to upgrade
the business strategy (Scholz and Duffy, 2018). Mobile marketing and Social Media
Marketing are two digital marketing tools, which are applied to satisfy the company objective
and to measure it’s success. These tools are discussed further in the report.
Digital Marketing Tool 1: Mobile Marketing
Background
Mobile marketing is a multi-channel, digital marketing approach intended at reaching a target
group on their tablets, smartphones, and other mobile devices, via social media, apps, SMS,
websites, MMS, and email. In 1973, Martin Cooper has changed the world considerably.
After four years later, the first mobile phone proficient of browsing the internet leads the
market. Since then, Mobile marketing has grown enormously. In 2000, the first mobile ad is
united via SMS service promotions and short codes announced for used with text message
marketing. In 2002, SMS become an extremely unobtrusive method of advertising. In 2007,
Smartphones get smarter with the release of the iPhone, which has boost mobile marketing
industry. The number of dynamic SMS users’ globally reaches 2.4 million and Quick
response (QR) codes start being utilized in mobile marketing in 2010. Mobile marketing turns
out to be a 14-billion-dollar business in 2011 (Fritz, Sohn and Seegebarth, 2017).
Positive impacts
 It is also great for advertisings, delivering coupons, and other incentive
administrations.

Digital Marketing and Communication 2
 It is more convenient than traditional media as the platforms are flexible on a mass
scale.
 It has a prospective for brand new customers who might not have a much online
understanding.
 It is able to reach an extensive audience and conveys messages straight to the person
(Pease, 2015).
Negative impacts
 Mobile cell phones are even less ordinary than PCs.
 Privacy remains an issue on any system or device.
 The use of more progressive features of phone requires a widespread education
procedure.
 Spamming and Navigation remain a concern (Holliman and Rowley, 2014).
Business objective
Fettayleh Foods fundamental objective is to create products of the maximum obtainable
quality, reliability and provide them to the marketplace with uncompromising client service.
They tap the mobile network to promote its meat products as this network had the capability
to empower value-added marketing. The business's mobile marketing campaigns were
intended to meet the requirements of customers and to support them incorporate the
company's brands into their daily lives. Fettayleh developed their digital marketing approach
effectively which prompt to becoming better known and thus advancing their sale margin
leading to greater profits. It enabled customers to downloads recipes, maintain their shopping
lists, and discover local stores thereby distributing value to the customer while at the same
time endorsing the products. They have to create a Halal meat first choice of all Australians.
It serves the persistence of establishing a direct discussion with customers as the mobile
phone was an influential communications device with regard to flexibility, reach, and
proximity (Rowles, 2017).
Implementation of the platform
Mobile marketing can be implemented in Fettayleh Food Industry as widespread marketing
campaigns can be accompanied to analyse customer behaviour and comprehend what attracts
them towards specific types of mobile advertisements. Keep directing those SMS reminders
about rebates, deals, and distinctive menus, which should contain an address, contact details,
and location. Engage your consumer with surveys, opinion poll, and quizzes. This gives them