Digital Marketing: Strategies for Haighs Chocolate

Running head:
DIGITAL MARKETING 1
Digital Marketing
Name of the Student:
Name of the institution:

DIGITAL MARKETING 2
Digital Marketing
Companies and firms have continued to take advantage of the business advantages
brought around by innovations in information technology domain. Greater efforts and task forces
have been instituted to specifically manage all process involved in leveraging digital channels
such as emails, google search, social media platforms and websites (Dave & Fiona, 2016). This
has been supported and greatly boosted by the development of a new generation that is spending
much time online unlike it was the case a decade ago.
Social media platforms such as the Facebook, YouTube, Twitter, Instagram, IMO, and
telegram have grown to become deeply entrenched in our present day society. And since
marketing generally involves connecting to people, preaching to them of your products, these
platforms have provided a better avenue for networking with people, reaching out to many
would-be clients, and giving insights and recommendations that enterprises use to better their
products (Dave & Smith, Emarketing Excellence, 2012). The physical distance between a buyer
and a seller in the offline marketing has been completely eradicated.
Digital marketing is a business process like any other, and that which requires strategic
planning and resource allocation. For the Haighs Chocolate, their products digital marketing
strategy has not been doing pretty well according, and has not met the expectations of the farm
partly or due to the following reasons.
Lack of a clear vision, mission, objective and purpose statement on which the digital
marketing strategy is based and around which it revolves.
No understanding of in what industry the firm is operating hence denying itself the best
chance of positioning itself. This situation is worsened by a lack of understanding who exactly

DIGITAL MARKETING 3
the firm’s competitors are, what they do and how they communicate their business ideas. This is
so since there was no any research done prior to launching the strategy.
There is no a marketing message meant to communicate the core differentiators and
societal needs that the product meet, the problem it solves or even trying to target the would-be
customers. These facts have worked in unison to deny Haighs Chocolate of their business
benefits that come along with digital marketing.
Improving On the Current Situation
The firm aims at reaching to many customers through the available, and selected social
media platforms. As such, it is advisable for it to strategically plan on ways of increasing social
media engagements with the online customers. The traditional World Wide Web was used to
present marketing information to buyers through page views and providing advertisement
capabilities, reaching many people within a short time and in an economic friendly way (Maria,
Pinheiro, Borges, Jose, & Cristivao, 2014). However, the firm can decide to venture in the
present day world wide web to effectively support target connections and create or generate
content.
Greater is the danger that comes along with going the social media way without a clear
plan and goals. This firm can leverage from the benefits that social media and digital marketing
gives by ensuring that they set specific, measurable, actionable, relevant- and time-based goals.
Another way could be through defining and strategizing on how to manage social media
and related contents (Dave & Dan, Creating a Social Media marketing Plan, 2012). As such, the
firms should define a listening, caring and reputation strategy by giving much attention to the

DIGITAL MARKETING 4
customers and responding to customer related complains or questions, and developing their
brand using social media optimization.
By considering investing in content management and engagements for brand promotion.
This involves engaging with the customers, and developing a content management strategy as a
way of controlling and managing communications with the clients.
Implementing a Facebook page for the Product.
One the best ways to advertise and sell your products is by use of the social giant-
Facebook, which allows firms to creates pages, customize them to fit into their business needs,
giving them a chance of connecting and selling their products and services to millions of people
across the globe and a chance to interact one one-on-one basis with their customers.
A Facebook page was created under the name Haighs Chocolate, and following are visuals of the
process.
Such pages allows us to create offers and promotions, events, connect to more people, get
reviews from our customers, engage with the customers through Facebook chatting and
messaging, tell people about our business, creates audio visual adds, add shops and pics of your
products, all that which help you reach more clients, and build a formidable relationship with
them.
The Home Page.
This creates a first impression of who we at the Haighs are. The page was designed in
such a way that its profile pic was one of our best selling products, and with the cover photo