Digital Strategy Analysis Report

Running Head: DIGITAL MARKETING 0
Student details
8/8/2019
Digital Strategy Analysis Report

DIGITAL MARKETING 1
Table of Contents
Introduction............................................................................................................... 2
Critical Evaluation of Digital Market Strategy....................................................................2
Reasons for digital marketing failure................................................................................3
Analysis of Competitor Digital marketing strategy...............................................................3
Conclusion................................................................................................................ 4
Bibliography.............................................................................................................. 5
Appendices............................................................................................................... 6
Campaign 1............................................................................................................ 6
Campaign 2............................................................................................................ 6
Campaign 3............................................................................................................ 7

DIGITAL MARKETING 2
Introduction
A digital marketing strategy can also be described as digital media strategy which focuses on
the maximizing the impact of the product through technology-based initiatives (Dave
Chaffey, 2017). In the era of internet and networking marketing has been evolved to
various phases and social media portals are one of the major platforms which can impact the
marketing goal of the company. The digital marketing strategy can be defined as the
complete package of how the customers’ values and likings for the product can be perceived
(Skilton, 2016).
Woolworths is one of the most loved supermarkets in Australia. Woolworths and Cole’s
supermarket are considered to be the major grocery stores in Australia as 80% of the market
share is acquired by these two big supermarkets (Woolworths, 2019). The target audience
is based on the most common forms of segmentation are geographic, demographic,
behavioural, benefit and psychographic. Woolworths target audience is high earning and
middle-aged to old people. In this report, the Woolworths different digital campaigns are
discussed in order to understand the digital market strategy and its failure. The competitor
company considered is Cole’s supermarket and its aggressive digital media strategy.
Critical Evaluation of Digital Market Strategy
Woolworths, as described earlier, is the market leader in Australian grocery market. It has
currently 1000 stores across Australia and the major products involve fruits, vegetables, meat,
and packaged foods. The company website considered as the most comfortable website due
to its lot of options and colorful presentation of all the products (Woolworths, 2019).
However, the company social icons are considerably small in size. The supermarket has
introduced various channels to target audience attention but it seems like the traditional
brands still have scope to grow in all the portals.
The major features of the failure of the digital strategy can be categorized as lack of focus on
few social networks, for example, Woolworths has no content in its twitter page although the
company came in twitter in year 2008. Another failure points is when the responsibility is not
taken for executing social media activities. Woolworths daily uploads different campaigns,
however, it is seen that Woolworths have 780 posts in Instagram and they are same competed
to Cole’s more than 1000 posts. The company is trying to capture user-related data but still