Digital Marketing of Sea Life Melbourne

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

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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:

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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

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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).

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 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.

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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