Use of Digital Marketing Assignment

DIGITAL MARKETING
STUDENT’S NAME
STUDENT’S ID
PROFESSOR’S NAME
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EXECUTIVE SUMMARY
The use of digital marketing helps them to be more cost effective and to build a strong
relationship with all the customers in the market. The different types of digital marketing
techniques are described elaborately in this study by the Hungerfordhills organisation. The
Hungerfordhills organisation is a wine company, which has its headquarters in Adelaide. It uses
the digital marketing as a promotional tool to promote their different products and also to make
an analysis of themselves in comparison to the rival competitors in the market.
A strict competitor analysis is also done between the Hungerfordhills and the Penfolds
organisation. The company analysis is also described in details about the Hungerfordhills
organisation. The suitable recommendations about improving and need of the use of the digital
marketing strategies used by the Hungerfordhills organisation are also discussed in details. A
suitable conclusion is given at the end of the study. It underlines the need for the digital
marketing strategy to present the Hungerfordhills organisation as a flawless organisation in front
of the customers in the market, to review the shortcomings, and to answer properly the feedback
of the customers present in the market.
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TABLE OF CONTENTS
1. Introduction 4
2. Analysis of digital channel 4
3. Competitor analysis 5
4. Analysis of the company 6
5. Comparison table 7
6. Recommendations 9
7. Conclusion 12
Reference List 13
Appendix 1: Penfolds digital marketing channels 15
Appendix 2a: Competitor analysis table 15
Appendix 2b: Website traffic analysis 17
Appendix 2c: Analysis of the different intermediaries 17
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1. Introduction
A detailed analysis of the digital channel is discussed in the study, which is needed to analyze the
overview of the company Hungerfordhills. It is a famous wine company in Australia. The
detailed analysis of their competitor in the wine industry is also discussed in details. The detailed
study of the company and the current OVP of the company are also discussed in details. The
comparison table is also made between the Hungerfordhills and Penfolds. The suitable
recommendations are given elaborately in the report. A detailed conclusion is provided at the end
of the study. The suitable appendices are given at the end of the study.
2. Analysis of digital channel
The wine industry in Australia has been tremendously affected and declined tremendously in the
last few decades. The consumers are now getting more attracted and have increased the use of
social media. The social media serves as a great promotional tool to reach to all the customers in
the Australia. The use of social media websites like Google, twitter, Facebook should be used
more to reach to the customers so that they can review the different products of the brand online
(Signori, 2016, p. 22). It also helps the company to know about their faults and shortcomings in
the review made by the different customers made online about the products offered by the
company. Hungerfordhills has realized the use of social media to increase the number of
customers to buy their products more compared to other customers buying wine from other
organisations in Australia. They are starting to interact with the different customers about their
products in the social media and use this tool to attract more and more customers in the market
compared to the others in the market. The digital marketing serves as a communication base
between the different customers in the market who are interested in buying the products and
creates a link with the organisation.
A recent survey has shown that the companies like Woolworths, Alde, and Cools occupy a large
part of the market so to stay in competition with the company the Hungerfordhills Company has
used the social media websites to reach to the different customers in the country. The Survey has
also shown that 80% of the wine customers in Australia use the social media and 40% of the
customers also have shown interest to buy the different wine products from the different websites
by using social media platforms like Facebook, Google etc.
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