Digital Marketing of Sea Life Melbourne

This report analyzes the utilization of digital marketing in the business structure of Sea Life Melbourne, including a SWOT analysis, sentiment analysis, and channel selection. It also discusses the strengths, weaknesses, opportunities, and threats of the digital marketing strategy.

Running head: Digital marketing of Sea Life Melbourne
ANALYSIS
ON
DIGITAL MARKETING OF SEA LIFE MELBOURN
Name of the Student
Name of the University
Author Note:

1Digital Marketing
Introduction:
The purpose of this report is to analyse the utilization of Digital Marketing in the business
structure of Sea Life Melbourne. Sea Life Melbourne is an aquarium company which offers
the facility to the sea life curious people to take an insight view of the sea. Thus, with the
purpose to promote their offered services with more effectiveness Sea Life Melbourne has
incorporated the Digital marketing strategies. Followed by this report a SWOT analysis as
well as a PESTLE will be performed in order to determine the social threats, strengths and
weaknesses of this approach (Ryan 2016). Along with that an elaboration of sentiment
analysis, selected channels and communication techniques will be covered which will provide
a detail knowledge about the technical background of the approach. This report is also consist
of an overview related to the adoption of social media as well as the implementation of the
website in order to deploy the digital marketing in the business model of Sea Life Melbourne.
Lastly, the report will conclude with explaining the strategy which is adopted by the
organization and its effectiveness as well as its limitations.
SWOT Analysis on the Digital Marketing of Sea Life Melbourne:
As Sea life Melbourne is an Aquarium company which is fundamentally based
situated in central Melbourne, Australia. Primary service offered by the organization Sea Life
Melbourne is to provide the deep view of the inside the sea to the visitors. As per the studies
it has been observed that Sea Life Melbourne has incorporated the digital marketing strategy
in order to enhance their business services. Since, social media is one of the most trending
aspects now a days, it has been also noticed that the presence of social media which includes
the Facebook, twitter as well as Instagram has made a huge change in the marketing of Sea
Life Melbourne. Thus, is order to identify the benefit, drawbacks as well as the opportunities
of the digital marketing of Sea Life Melbourne a SWOT analysis has been performed
(Addams et al., 2013). The findings from the SWOT analysis are mentioned below:

2Digital Marketing
Strength:
 While considering the business services of the Sea Life Melbourne it has been
observed that less expensiveness is one of the biggest strength of its digital marketing
(Heinze et al., 2016).
 As this organization is primarily situated in Australia, the approach towards adopting
an effective marketing strategy through social media which includes Facebook,
Instagram, twitter is a great step, since most of the population of Australia is active in
the social networking platforms.
 Compared to the conventional marketing strategies, the incorporation of Digital
marketing in the business structure of Sea Life Melbourne has made a significant
change in their marketing campaigns, by offering the less employment interaction in
the promotion field of Sea Life Melbourne (Rahnama & Beiki 2013).
 Utilization of digital networking services in order to enhance the marketing strategies
of Sea Life Melbourne, the approach towards advertising their services via email,
Facebook popup notification as well as the video advertisements method holds an
impactful decision towards a successful marketing process (Arora & Sharma 2013).
 Compared to the conventional marketing strategies, the utilization of digital
marketing has reduces the time taken by the marketing procedure.
The above mentioned aspects are the identified strength present in the Digital Marketing
strategy of Sea Life Melbourne.
Weakness:
 However, most of the population of Australia is aware of the internet utilization, there
are still some of the population present in the mentioned country who are not aware of
the internet usage. Thus, it is difficult for the Sea Life Melbourne organization to

3Digital Marketing
advertise their services among those populations by adopting the digital marketing
strategies (Järvinen et al,. 2012).
 Along with that another difficult aspect of this approach is the analysis of user data,
collected from social media platforms. Thus, the analysis such large information is
one of the major drawbacks of Digital Marketing of Sea Life Melbourne.
 Effective utilization of digital platform in order to provide the awareness about the
services of Sea Life Melbourne organization, is one of the significant challenging
aspect of the Digital Marketing strategies incorporated in the mentioned organization
(Hastings & Domegan 2013).
 Fake and irrelevant reviews from the people is one of the major limitation of digital
marketing in the business service of Sea life Melbourne, as this affects the brand
identification as well as the brand reputation.
From the analysis of the Digital Marketing strategies of Sea Life Melbourne, the above
weaknesses has been identified.
Opportunities:
 As the technical application behind the utilization of social media in order to enhance
the marketing of Sea Life Melbourne does not requires any expertise, it can improve
the employment of less experienced as well as fresh candidates into the marketing
team.
 Since, the application of digital marketing has improved the advertisement approach
of the Sea Life Melbourne’s business services, it provides a significant future scope
towards the improvement of their brand identity and business profit (Heinze et al.,
2016).

4Digital Marketing
 A proper utilization of the digital marketing strategy by developing an effective
website in order to enhance the business services of Sea Life Melbourne, it has a
significant opportunity related to the online booking as well as payment facility.
 A proper utilization of advance technology can reduce the risk factors related to the
data analysis can be mitigated.
Along with the strengths and weaknesses present in the business platform of Sea life
Melbourne, above mentioned findings are the possible opportunities present in the approach
of digital marketing.
Threats:
 One of the major threat factor related to the digital marketing strategies of Sea Life
Melbourne, is the improper utilization of social media in order to advertise the offered
services by the mentioned organization (Toker et al., 2016).
 Rapidly changing technology is one of the major threat that harms the marketing of
the mentioned organization.
 Less effective decision making system is also one of the impactful threat present in
the approach of digital marketing as, by analysing a large data with inappropriate
decision making tool can harm the marketing of the mentioned organization.
 Along with the above threats the co-operation of the targeted population has a
significant impact as the review of the customers and another targeted people can
affect the impression of the business of Sea Life Melbourne.
Above mentioned aspects are the determined threats present in the business structure of
Sea Life Melbourne.

5Digital Marketing
PESTLE analysis of the Digital Marketing of Sea Life Melbourne:
Followed by the above SWOT analysis, this section will analyse the Digital
Marketing of Sea Life Melbourne by the PESTLE analysis model. Where the term PESTLE
has 6 letters in it, and each letter stands for individual aspect such as P stands for the political
aspect, E stands for Economical aspect, S stands for Sociological aspect, T stands for
Technological aspect, L stands for Legal aspects as well as the last E stands for the
Environmental aspect.
Thus, in order to identify the mentioned aspects an analysis has been conducted and the
findings are listed below:
Political:
One of the major aspect of a business environment is its political perspective. As the
organization Sea Life Melbourne has adopted the digital marketing strategies in their business
structure, from the analysis of their marketing strategy it is visible that the mentioned
organization has successfully followed the international as well as the local digital marketing
laws of Australia. Along with this the organization is very aware of the political climates, as
it is essential to achieve the desired marketing goal by following the Australian government
rules to utilize the social platform for business usage (Blair 2017).
Economical:
Followed by the above aspect one of the most impactful aspect of the business
platform of Sea Life Melbourne is its Economical aspect. After the conduction of the
PESTLE analysis it has been observed that the mentioned organization has followed several
important aspects which includes the observation of the comparison and improvement of
sales as well as profits in Sea Life Melbourne due to the adoption of Digital Marketing in
their business structure. Along with this the adoption of technologies in the marketing team

6Digital Marketing
of the mentioned organization has successfully analyses the prising, services as well as the
marketing of the competitors, which has helped the organization Sea Life Melbourne to
enhance their strategies in order to increase the profits of the mentioned organization (Goh et
al., 2013).
Sociological:
Considering the social aspects from the PESTLE analysis it has been observed that
the incorporation of digital marketing has helped the organization of be focused on the
religious aspects as well as the social sentiments of the customers by analysing the social
media information. This approach has helped the organization to engage more customers
towards their services which indicates the business profit of Sea Life Melbourne. Along with
the religious aspects the analysis of social habits of the customer’s has also helped to
determine the effective solution in order to improve their business profit (He et al., 2013).
Technological:
Since, the organization has adopted digital marketing strategies by developing
websites and promoting their services in the social media it has been observed that Sea Life
Melbourne has effectively incorporated the mentioned applications. Along with this Sea Life
Melbourne has developed such website which is easy to handle. However, several limitations
has been noticed in while adopting new technologies which includes the failure of systems as
well as the dynamically changing technology causes significant blunders to the effectiveness
of their marketing strategies.
Legal:
Along with the above aspects the organization has successfully followed the legal
aspect of by maintain the Australian copyrights related to the business and its marketing. The

7Digital Marketing
approach of digital marketing strategies in the Sea Life Melbourne has also maintained high
data security and user data confidentiality (Hudson & Thal 2013).
Environmental:
Last but not the least this aspect is mainly concerned with the environmental safety.
The mentioned organization Sea Life Melbourne has efficiently maintained this approach
thus, the incorporation of digital marketing has not harm any environmental assets.
Sentimental Analysis on the digital marketing of Sea Life Melbourne:
In order to analyse the customer attitude towards the approach of digital marketing by
the organization Sea Life Melbourne. Thus, a sentimental analysis has been conducted to
identify whether the opinion of the customer’s towards the marketing process is positive,
negative or neutral. The analysis has been initiated by gathering the customer data related to
the post and advertisement of Sea Life Melbourne on the social media platform, followed by
the objective to determine the customer reaction towards the brand as well as the new
marketing strategy. Sentiment Analysis has been simply categorized in three emotion which
includes negative, positive and neutral (Taiminen & Karjaluoto 2015).
The analytical result gathered from the conduction of sentiment analysis of the
marketing strategies of Sea life Melbourne in mentioned below:
 After the analysis of the comments from the social media post it has been observed
that almost 50% of the user has expressed their liking towards the approach of
utilizing social media as a marketing tool, as this is the easiest way for the customer
to get some knowledge about new brands and services via social media platforms.
Thus, it can be concluded that by analysing the comments from the customers on
the advertising post of Sea Life Melbourne most of user has expressed positive
opinion to their marketing strategy (Dwivedi et al., 2015).

8Digital Marketing
 From the analysis of the comments related to the website of the Sea Life Melbourne
it has been observed that however, many user has expressed positive opinion, there
is a large number of people expressed that the organization must improve the
website context by making it more informative. As well as few customers has
expressed that the website of the organization does not consist enough information
about the services offered by Sea Life Melbourne. Thus, the observation stated that
all most 13% of customer has expressed negative opinion towards the approach of
digital marketing (Yu et al., 2013).
 Followed by the sentiment analysis it has been noticed that around 35% user has
expressed neutral opinion towards the digital marketing approach as they feels that
due to the brand awareness as well as the reputation gathered by the organization
by the conventional marketing process had the similar impact like the new
approach. Thus, these comments are considered as the neutral opinions for the
digital marketing approach of Sea Life Melbourne.
Reason behind 50% positive attitude is the more effective way to engage the customer
by the incorporating the social media into their marketing strategy.
13% of negative attitude has been observed due to the implementation of less
informative organizational website.
35% of neutral attitude has been observed based on the customer opinion who thinks
that there are no major changes has been noticed due to the incorporation of Digital
Marketing into the business model of Sea Life Melbourne.
Channel Selection and Rating:
After the analysis of the Business strategy and the digital marketing approach of the
organization Sea Life Melbourne it has been notice that, the organization has selected the two

9Digital Marketing
major social media channel as their marketing channel as well as they have developed a
website in order to effectively promote their services. A detail elaboration of the used
channels are mentioned below:
1. Compare site selected and usage (What’s the current position):
Site What is the current position
Facebook Considering the increasing growth of the internet uses it has
been observed that the utilization of Facebook has influenced
the marketing strategy to a high extends, as most of the
population of Australia is aware of the usage of Facebook.
Along with that most of the youth and the other population
are highly engaged with facebook. Thus, adopting the concept
to promote the services of Sea Life Melbourne has become
one of the most effective marketing strategy as, by advertising
the services on social media via post and videos attracts
interest of the customers (Goh et al., 2013).
Instagram Similar to the facebook application, Instagram has also have a
significant contribution towards the effective marketing of
Sea Life Melbourne (Royle & Laing 2014).
Twitter Apart from the utilization of facebook and Instagram, Sea
Life Melbourne has utilizes the facilities which are offered by
Instagram. It has utilizes the application by posting the
advertisement on Instagram.
YouTube Sea life Melbourne has taken a step towards the digital
marketing by posting videos related to the offered services,
which has attract a significant range of customer.
Website Along with the incorporation of facebook and Instagram, the
incorporation website into their business service in order to
promote their services to the customers have a significant
impact. As per the analysis from the user it has been observed
there are several benefits of the utilization of website is
present such as the website has provide a brief idea about the
offered services by Sea Life Melbourne. Along with that it
has effective cooperation with the SEO foundation which has
also influenced the marketing strategies of it.

10Digital Marketing
2. Then compare what the site/channel can do (affordance) with what they
did with the site/channel (Future recommendation) – what can be done for
betterment
Site What can be done on the site?
Instagram However, the application of Instagram on the digital marketing has
a significant impact the. The organization must improve their
services by providing more informative advertisement in their
social media post.
YouTube Along with the video related to the offered services, Sea Life
Melbourne should provide the videos in which they it can show
how the customers are getting facility from their services as well
as customer review on the experiences
Website However, there are few poor rating received from the customers
stating that the website must include informative context about the
offered services (Rathore et al., 2016).
Types of Communication:
From the analysis of the communication strategies adopted by the Sea Life Melbourne
with their stakeholders as well as the consumers, there is a vast utilization of social media as
well as the utilization of the advance technology has been observed. Considering the aspect to
engage the stakeholders into the business services, the organization has adopting few
communication technique which includes the communication by the emailing, video
conferencing as well as social media. However, compared to the communication techniques
used by the organization for the stakeholders a difference has been observed between the

11Digital Marketing
communication techniques incorporated to engage the consumers. As the organization has
followed the utilization of the social media in order to communicate with their targeted
customers. Replying the relevant comments on their posts is one of the effective process to
communicate with the consumer. Along with the service provider the customers can also
communicate with the service provider through this process. Apart from that the information
provided in the website and social media pages has also helped the customers to contact the
services provider (Stephen 2016).
Thus, it can be concluded that the adopting of social media has also helped the
organization Sea Life Melbourne in order to build an effective communication medium
among the service provider, stakeholders as well as the consumer.
Evaluation of the Digital Strategy of Sea Life Melbourne:
After successfully analysing the digital marketing approach adopted by the
organization Sea Life Melbourne it has been observed that the organization has mainly
focused on the utilization of the social media in order to promote their services. Several
analysis model such as SWOT analysis, PESTLE analysis as well as Sentiment analysis has
determined the effectiveness as well as the drawbacks of the mentioned organization. The
fundamental objective of the Sea Life Melbourne is to engage maximum numbers of users by
their offered services thus, Sea Life Melbourne has initiated the process of promoting their
services by the adoption of Digital Marketing strategy. Followed by the analysis the
organization has effectively initiated the application of Digital Marketing by the
incorporation of Facebook, Instagram in ordered to promote their offered services. The
primary strategy of the organization is to post the offered services to the social media
platform, the posts may be video or posters. The strategy has been adopted, as most of the
population of Australia is present in the social platform thus it will be very easy to attract the

12Digital Marketing
customers towards their brand. Along with the promotion via video and poster, Sea Life
Melbourne has developed a website in order to engage the more customers. Thus, website
was structured in such way that, there is an overview present related to the offered services
by the organization. Along with that the website is well structured and easy to use which also
has an impact on their aspect of customer engagement (Karjaluoto et al,. 2015).
Followed by the aspect to create an effective marketing strategy, the primary target of
the organization is the overall population who are curious about the sea life.
However, the adoption of Digital marketing has improved the marketing of Sea Life
Melbourne in several fields there are some drawbacks are also present due to the
incorporation of Digital marketing. Those drawbacks includes the risk related to the fake
comment indicating some negative aspect to their services may harm the brand impression of
Sea Life Melbourne. As well there is a significant risk present due to the failure of
technology.
Summary:
Thus, this can be summarized that a proper utilization of the mentioned technologies
can have a significant impact to improve the effectiveness of the marketing of Sea Life
Melbourne. However, there are several drawbacks present in this approach which needs to be
mitigate with highest priority.

13Digital Marketing
Appendix:
SWOT table:
INTERNAL FACTORS
STRENGTHS (+) WEAKNESSES (-)
Effectiveness.
Effiecient.
Less time consuming.
Less expensive.
Awareness of internet.
Fake review.
Security Issue.
EXTERNAL FACTORS
OPPORTUNITIES (+) THREATS (-)
Proper utilization of
technology.
Incorporation of advance
technology.
Fake review.
Data security issue.
Less effective decision
making system.

14Digital Marketing
PESTLE table:
Political Economical Sociological

15Digital Marketing
Political law related to the
utilization web platform and
social media for business
purpose.
Comparison of business
profits of other services
provider.
Social Sentiment.
Religious Sentiment.
Technological Legal Environmental
Utilization of social media. Prioritizes the legal aspects Less impact on the
environmental asset.
Sentiment table:
Topic Positive Negative
Service quality 1.Had a great time at the
aquarium with some friends
today. Staff are friendly and
informative. Animals clearly
on display with viewable
information about them in
touch screens beside the
enclosures.
2.Its agreat place to know
sea life very closely and the
kids just love it.
1.The aquariums are
great with a variety of
fish. However, their
attempt at doing a
Smallfoot activity over
Summer was pretty
disappointing.
2.Incredibly stressful
environment. the place was
packed with people to the point
where you couldn't stop
walking to enjoy anything
without blocking 50 other
people. very over priced for the
experience. both my kids
struggled and wanted to leave
within 10 minutes

16Digital Marketing
Product attributes The staff at the gift shops
were great. Thank you for so
kindly taking the time to cut
the tags off of my sons toy.
He mentioned this to many
people on our flight back
home to Adelaide. Nice
touch. We will be back.
nice maintenance quite
reasonable
3.Well worth visiting. The
turtles were sad though.
Cuttlefish was mesmerizing
4.Had a behind the scenes
and glass bottom boat ride,
really enjoyed it and it was a
good price. The guy giving
the tour was friendly gave us
lots of little facts and
interesting info!! The
aquarium has lots more to
see than it did when my
oldest was little. This was for
my husbands birthday and
his first time there and he
really enjoyed it!!
From the minute we walked in the
lineup process was stressful even
though we had booked online the day
before.. When we got there they
double booked us so we had to wait
while they sorted out their booking
issue (that's fine I understand these
things happen) but when we got in we
were rushed through the Photos at the
beginning which turned out horrible
because the Photographer didn't even
allow us to get into the designated
standing position before she took the
photo and then OK next move
along, we were looking down in
one photo and the other photo was
blurred because we had Litterally
no time to blink before she took
the next photo and sent us on our
way.. Rushed us out and was very
rude. We were very very
disappointed we didn't get a
chance to get our photos. I
understand there's alot of people
and it gets busy but we were there
to enjoy the Day just like everyone
else was..
$100 for 90% of the time there we
spent getting through the crowd..
We did the behind the scenes
Glass Boat tour which was OK but
again rushed and all we did was
sit in a boat!!
We won’t be heading back again,
very disappointed with the service,
we understand it gets busy but we
all have paid to be there so we all
should have the chance to enjoy it
not be rushed in and out left
feeling very disappointed about
the overall experience. I’m sure
I’m not the only one feeling this
way, at the photo station there was
4 other family's who were very
disappointed about there photos
due to the rush and When staff
were confronted about it they said
"sorry we are busy lots of people
to attend to", if the Photographer is
that Busy then maybe it's time to
reevaluate how your system works
to accommodate all your Paying
customers.

17Digital Marketing
Communication 1.Hey, can I come and have a
look at your aquarium? I want
to know if there are any leafy
sea dragons! And where I can
get some for my aquarium.
Also, do you have a doco on
widlife and animals and their
keeping? I want to know what I
can keep as pets! Especially
Sea Animals!
2.Craig Osborne. Can we take
the kids they would love it
satday or Sunday
1.Very crowded, long queue
to get in, cafe was very busy
in a non peak period and we
had a long wait for food
service... despite this, one
three year little girl enjoyed
herself.. but I think service
good improve for the cost we
have to pay for entry.
From the analysis on the digital marketing approach of Sea Life Melbourne
considering the analysis model of SWOT, PESTLE and Sentiment, the above mentioned
results have been determined. Thus, it can be concluded that in order to improve the digital
marketing strategy of the mentioned organization the marketing team should consider the
above aspects which will help the organization to achieve the desire success of the marketing.
Reference:
Addams, L., & Allfred, A. T. (2013). The first step in proactively managing students' careers:
Teaching self-SWOT analysis. Academy of Educational Leadership Journal, 17(4),
43-51.

18Digital Marketing
Arora, S., & Sharma, D. A. (2013). Social Media: A New Marketing Strategy. International
Journal of Management (IJM), 4(3), 19-37.
Blair, M. K. (2017). Using digital and social media platforms for social marketing (pp. 203-
216). Oxford, UK: Oxford University Press.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and
advertising. The Marketing Review, 15(3), 289-309.
Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated
content. Information Systems Research, 24(1), 88-107.
Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer
behavior: Quantifying the relative impact of user-and marketer-generated
content. Information Systems Research, 24(1), 88-107.
Hastings, G., & Domegan, C. (2013). Social marketing: From tunes to symphonies.
Routledge.
He, W., Zha, S., & Li, L. (2013). Social media competitive analysis and text mining: A case
study in the pizza industry. International Journal of Information Management, 33(3),
464-472.
Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (2016). Digital and social media marketing: a
results-driven approach. Routledge.
Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (2016). Digital and social media marketing: a
results-driven approach. Routledge.

19Digital Marketing
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2),
156-160.
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2),
156-160.
Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). Digital and social
media marketing usage in B2B industrial section. Marketing Management
Journal, 22(2).
Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in
industrial marketing communications. Journal of Business & Industrial
Marketing, 30(6), 703-710.
Rahnama, R., & Beiki, A. H. (2013). Modern marketing, concepts and Challenges. Oman
Chapter of Arabian Journal of Business and Management Review, 34(975), 1-13.
Rathore, A. K., Ilavarasan, P. V., & Dwivedi, Y. K. (2016). Social media content and product
co-creation: an emerging paradigm. Journal of Enterprise Information
Management, 29(1), 7-18.
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital
Marketer Model for the communication industries. International Journal of
Information Management, 34(2), 65-73.

20Digital Marketing
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business horizons, 57(6), 703-708.
Toker, A., Seraj, M., Kuscu, A., Yavuz, R., Koch, S., & Bisson, C. (2016). Social media
adoption: A process-based approach. Journal of Organizational Computing and
Electronic Commerce, 26(4), 344-363.
Yu, Y., Duan, W., & Cao, Q. (2013). The impact of social and conventional media on firm
equity value: A sentiment analysis approach. Decision Support Systems, 55(4), 919-
926.