Digital Marketing Strategies for MediaWorks: A Case Study on Coles

This report evaluates MediaWorks Online and Offline marketing communication strategies for its different consumer markets. It critically analyses the impact of technology on marketing campaigns and how MediaWorks is accommodating it to provide best ROI to the brands. The report also provides insights on how to design a digital marketing campaign for Coles, one of the retail clients of MediaWorks, targeted towards the millennial working professional and college-going audience.

Marketing in Digital Age

Table of Content
Introduction to Report................................................................................................................................................... 3
Marketing Research Methods..................................................................................................................................... 3
Observations................................................................................................................................................................. 3
Secondary Research................................................................................................................................................... 4
Impact on Consumers by application of Technology in Marketing Campaigns......................................5
The impact of Internet Technology on marketing communication........................................................5
Application of Marketing Research methods to design the communication campaign.......................6
Goal Setting.................................................................................................................................................................... 6
Campaign Insight........................................................................................................................................................ 7
Segmentation and Targeting.................................................................................................................................. 7
Offer and Message Development.......................................................................................................................... 8
Budgeting and selecting the media vehicles.................................................................................................... 8
Integration into overall media schedule or Plan..........................................................................................11
Conclusion........................................................................................................................................................................ 11
References........................................................................................................................................................................ 12

Introduction to Report
MediaWorks New Zealand is one of the highly recognized television, radio and
interactive media company which is owned and managed by Oaktree Capital. The media
firm which was founded in the year 2004 has 11 brands in Radio, three brands in
television and over 13 interactive websites (London, Moyle & Lohmann, 2017). The
team at MediaWorks is committed towards creating and delivering engaging content,
experiences and favourable results for its audience and customers (Neilson, 2018). The
purpose of the report here is to critically evaluate MediaWorks Online and Offline
marketing communication strategies for its different consumer markets. Based on the
findings of the marketing research the results have to be applied to create and develop a
new creative digital marketing communication campaign for one of the company’s
consumer segment. The new digital communication campaign has to be integrated with
the firm’s existing offline and digital communication strategies for its customer
segment.
Marketing Research Methods
Marketing research in the present day has paramount importance. It is the
effectiveness and the efficiency of the marketing research which helps businesses in
making right decisions in the business in the context of its marketing strategies, product
creation, marketing channels and many others. Thus, before creating the digital
campaign for Media works, it is important to apply different marketing research
methods to the business organization.
Observations
Observational research is an important research method which comes in different
shapes and sizes. The observational research can be seen in two categories which are
the strict observation with no interaction with the subject or observation with certain
level of interaction between the researcher and the subject. The USP of this research
method is that the researcher can actually measure the actual behaviour as opposed to
user reported behaviour. Thus, in a way it serves as a primary research method.

It has been observed that Media works primarily uses TV, Radio, Website, digital and
influencer marketing to help the brands to achieve their marketing objectives. Brands
like Novas, Tradestaff, Treetech, and Milwaukee have benefitted immensely from
collaborating with Media works, which in turn created marketing solutions for these
brands both offline and online to achieve the marketing objectives(Myllylahti,
2017).Media Works uses observation research to look and see the best practice of
media which are working for brands, then it categorizes them into different buckets,
based on which it creates marketing campaign intended towards the target audience of
the brand.
Secondary Research
Secondary Method of research can be seen as the methods which are used for digging
up the data which already exists either on the web, journal papers, marketing
publication, news articles or through other sources. The USP of Secondary research is
that it is most often free and can be done quickly. Secondary research thus saves a lot of
time and cost for the marketing researcher.
Media works as mentioned in the earlier segment helps brands to achieve their
marketing objectives by virtue of their association with Mediaworks. The company
through its huge network, smart content creation, driving engagement with the users
and reaching the targeted audience with targeted content helps in delivering the media
objectives for brands (Hope, 2017).
TV Channels Used by MediaWorks- Three, Bravo, Newshub, ThreeNow and TV guide
are the channels of MediaWorks. A lot of retail brands still rely on these TV channels of
communication to achieve their media objectives (McEwan, 2017). The entire purpose
of using TV as the media channel is to communicate with the family audience, or the
female audience of the brand who take the decision in the house. Additionally, TV as a
medium besides communicating on the specific deals and the marketing campaign also
helps in driving mass scale awareness on the product/service of the brand.
Radio Channels for Communication-The Edge, Rock, Mai, More FM, and Magic are
some of the 11 channels which MediaWorks uses to create awareness about the client
amongst the target audience. Through these channel the objective here is to target the

Business executives and other business professionals (Ellis, 2017). Media Works have
been using Radio as a communication tool to categorically address the people on the go,
or the target audience which commutes via public transportation or personal, but spend
their time travelling to work glued to their radio stations. Thus, helping in creating
awareness as well to create top of the mind recall in the minds of target audience.
The company apart from these channels of communication also relies on influencer
marketing on Twitter, Instagram and other social media channels. MediaWorks also
utilizes the online network of Google and other publisher to promote the campaigns for
its esteemed clients. The company is also involved in affiliate marketing where it pays a
commission to the network/website for diverting the traffic on the client’s website or
portal. Thus, it can be said that despite the fact that MediaWorks relies majorly on the
traditional channels of communication for its clients, it is however experimenting with
digital channels of communication due to its increasing reach and popularity amongst
the target audience (Johnson, 2017). The online channels of communication will be
discussed in detail in the next section, however the entire purpose of using online or
Web 2.0 channels is to engage with the target audience in their natural surrounding
using their own tablets, smartphones or any other device. Online communication has
the potential to reach person of any age group, however the engagement is majorly
driven by youngsters, millennial and business professionals.
Impact on Consumers by application of Technology in Marketing
Campaigns
Customers are moving digital, in a way they spend most of their time consuming
content on web or their smartphones. Due to this shift in the consumer behaviour, the
brands have also shifted major portion of their marketing campaign budget to digital
communication channels (Kumar & Reinartz, 2018). Gone are the days when traditional
communication channels such as TV, Print and Radio used to be of paramount
importance, all this has been replaced by Web 2.0 tools such as the Social media
channels, affiliate marketing, YouTube marketing, SEO, SEM, Page optimization and
other such techniques(Camilleri, 2018). The main reasons which can be seen as the

major drivers or growth for the digital tools, and its rising importance over traditional
tools of communication are:
 Push marketing to Pull Marketing
 Transition from Monologue to dialogue
 Transition from one to many to one to some and one to one
 Transition from lean back to lean forward (Moorhouse, TomDieck & Jung, 2018).
 Integration of different channels to achieve the marketing objectives
The impact of Internet Technology on marketing communication
In the last decade or so, a lot has changed in terms of technology which has even
changed the way people consume content. Technology has impacted marketing
communication in the following ways. The section will address how Internet technology
is impacting the marketing campaigns for Media Works, which the company has been
accommodating cogently to provide best ROI to the brands. The following are the points
of distinction or USP of Internet technology which helps in making the right business
call:
Interactivity: Internet or digital communication tools allow for two way
communication which happens between the customers and the company directly, this
also helps to build trust with the customers.
Transparency: All the information which is published online can be viewed and
accessed by any person on the web, thus providing transparency to all the customers
(Parsons, Maclaran & Chatzidakis, 2017).
Memory: The web is used not only for transmitting the information, but the
information can be easily stored, accessed and later used by the customers. Thus, clouds
help in storing all the information which can be accessed by the customers any time and
at any place (Ibrahim, Wang & Bourne, 2017).
The world which has a population of 7 billion is increasing moving towards digital
channels of communication due to its high reach, ease of usage, increasing smartphone
penetration, ability to integrate rich media into marketing campaigns and more so.
Digital literacy in the urban population is as high as 80%, whilst there is still scope of

improvement in the rural areas. However, the customers easily engage with the content
on the web and make better use of the information available online. Additionally, these
channels of digital communication are highly engaging, interactive and also facilitate
communication in real time (Ottman, 2017). The next section will focus on creating a
digital campaign for one of the retail clients of MediaWorks, Coles. The digital campaign
will be targeted towards the millennial (16-35 years) working professional and college
going audience who usually prefer shopping in their natural environment. Thus, Media
Works by virtue of its engaging and creative marketing strategy and tactics entices the
audience by virtue of the four steps AIDA model, which goes as:
 A-Attention to detail/Creating awareness about the company, its offering, deals
or any other value based proposition offering of Coles.
 I-Interest- Using celebrity endorsement or other techniques such as online
quiz/loyalty reward/email etc. it creates internet amongst the target audience to
engage with the offering of Coles.
 D-Desire- This is the stage wherein Media works by virtue of Testimonials,
success stories, customer feedback and social media listening creates a desire in
the minds of customer to engage with Coles offering.
 A-Action to Call- This is where Media works in each of its marketing campaign
on any of the channel, provides specific action to call button or link to the
customers, clicking on which will lead the customer to the company’s website,
eventually helping in increasing traffic on the site and also helping in increasing
revenues.
Application of Marketing Research methods to design the Marketing
campaign
Goal Setting
This is the first and foremost step in creating the campaign for the brand, it is most
important to first identify the goals which the campaign will achieve for the brand,
which in this case is Coles.
Goal Measuring Success Response Mechanism
Coles has recently launched The success can be The response mechanism

its online store to provide
seamless shopping
experience to its online
customers. Thus, the first
goal which is set for Coles is
to create marketing
awareness regarding its
online store and increase
its digital footprint by 40%.
measured by:
 Number of people
visiting the website.
 The number of likes
on the Social media
page of the brand.
 Growth in social
mention of Coles.
 Return on
Investment metrics
such as CPC, CPM
and others (Landers,
Bauer & Callan,
2017).
has to be set in such a way
that the campaign is
monitored every quarter.
All the digital tools of
communication to be
analysed for the
conversion. Tweaking or
changing the budget to be
used on communication
channel based on the traffic
generated from the
channel. Other response
mechanism are Home page,
Microsite, Social media
presence of company,
Campaign Insight
Big data analytics or data mining has been a big supplement to the growth and
penetration of the digital communication tools. Big data analytics helps the brand to dig
deep into customer and competitor insight, according to which the brand can further
make changes in its marketing strategy. The data which helps in taking decision are:
 Customer purchasing power parity.
 Customer purchase behaviour
 Offering of the competitors.
 Target audience of the competitors.
 Soft Spot of the customer.
 STP of the competitor.
Based on all these data metrics, the organization can make a better call on its campaign
and its objectives. This stage will help Media Works to identify and define the campaign
objectives for Coles, which can later be evaluated, monitored and analysed for
improvement in the campaign deliverables.
Segmentation and Targeting
Segmentation is the process of breaking a larger chunks of audience on the basis of the
customer different characteristics such behavioural, physiographic, income levels,
geography and others. Targeting is the target audience towards whom the marketing

initiatives of the company are directed. For the purpose of this study, the target
audience is millennial for Coles, people who shop online; hence the marketing campaign
is directed towards this customer audience (Azeem et. al., 2018).
The audience after being segmented is exposed to highly targeted content which
influences them to visit the online store of Coles. Thus, defining the segment and target
audience helps in increasing the effectiveness of the marketing campaign and leads to
better return on investment. Coles target audience ranges from as old as toddler to as
old as grandparents. However, the decision making audience is mostly family audience
or working professional who are being segmented and profiled according to their
behaviour on the Internet and their social media profiling.
Offer and Message Development
This is another important stage in setting up of marketing campaign for the brand, it
becomes extremely important to have consistency in the message across all the
channels. Additionally, the communication message has to be seamlessly integrated
through all the channels of communication for increased efficiency of the campaign.
Thus, in order to specify the offer and the key message the following points are to be
kept in mind:
 The message to be derived from the campaign objective exclusively.
 Brainstorming on tweaking the communication message to better suit the needs
of the target audience and make them interact with the content.
 Development of the message as and how the campaign progresses.
 Giving a call to action tab to customers to act on the intended message in order to
create an immediate impact on the customers.
 Seamless integration of message on both the offline and online channel of
communication (Sinha & SHeth, 2018).
 Consistency in the message so as the customer does not gets confused with the
intent of the message, or moves away from the campaign.

Budgeting and selecting the media vehicles
Whilst creating the campaign, it is important to decide beforehand the target audience
in order to ensure that the reach of the campaign is in sync with the preference of
communication channels for the target audience. Knowing that the target audience is
targeted towards the millennial, hence the media vehicle and the budget is selected
keeping the same in mind.
Communication channel Purpose Budget (12 months)
Mobile Marketing A person on an average
interacts with their
smartphones over 2617
times. This statistics makes
mobile marketing
extremely significant. Thus,
marketing using the device
is called as Mobile
marketing. Some examples
of mobile marketing being
SMS marketing, app based
marketing, QR codes, AR
and in game mobile
marketing
100000 New Zealand
Dollar
YouTube Marketing Millennial spend a lot of
time browsing videos or
content on Youtube, thus it
is another effective channel
for the marketing
communication of Coles.
The campaign has to be set
up in the form of road block
or maskhead on the home
page of youtube,
additionally the campaign
can be shown as roll on ads,
skip ads on YouTube as
well. YouTube is a great
channel of engagement
with the target audience
(Biasutti, 2017).
300000 NZ Dollar
Facebook Marketing Facebook is the largest
social media channel in the
present day. The social
media platform which has
billions of active consumers
helps the brand to interact
300000 NZ Dollars

with the customers in real
time, and also helps in
generating positive
advocacy on the media
platform. Coles can use this
channel to engage with the
customers by virtue of quiz,
offers, loyalty cards,
discounts, product
promotion and many other
ways (Andrews & Shrimp,
2017).
Influencer Marketing Influencer marketing is
rapidly gaining popularity
owing to a loyal fan base
associated with a celebrity,
and the kind of reach it
delivers for the campaign.
Hence, Coles must sign a
celebrity to promote its
online store among their
fan base; this will help in
increasing the traffic on the
website (Theaker, 2017).
Depends on Actual
Affiliate marketing This is when a brand pays a
commission to other
website or network for
displaying its ad on the
website. The beauty of
Affiliate marketing lies in
the fact that commission
has to be paid only if the
customer or potential
customer clicks on the link
and reaches the clients
website or microsite. A
good communication
channel in context of
Return on Investment
(McCormick et. al., 2017).
Commission Based
TV Television is still a very
popular media of
communication amongst
large group of audience.
Thus, it is important to not
omit the channel and
promote the online store
through the marketing
campaign on TV as well
500000 NZ Dollars

(Moller et. al., 2017).
Direct Mail Mailers are another useful
communication tool which
helps in delivering
personalized and targeted
content to the target
audience. Coles along with
MediaWorks can create a
list of customer who has
been visiting the online and
offline store of Coles, and
also from customer data
available through other
channels. Thus, direct mail
can help in influencing
customers to visit the store
online by virtue of
providing they discount or
some other personalized
offers (Lindlof & Taylor,
2017).
50000 NZ Dollars
Integration into overall media schedule or Plan
This section will provide the start and end date of the campaign along with the
communication platform to spread the objective of the campaign.
Platform Start Date End Date Budget
Facebook and Other
social media
platforms
1-01-2019 31-12-2019 300000 NZ Dollars
Mobile Marketing 1-01-2019 31-07-2019 100000 NZ Dollars
Influencer
marketing
1-01-2019 31-06-2019 On Actual
YouTube Marketing 1-01-2019 31-06-2019 200000 NZ Dollars
TV 1-01-2019 31-06-2019 500000 NZ Dollars
Email Marketing 1-01-2019 31-12-2019 50000 NZ Dollars
The rationale for choosing the end date is on the basis of how fast the budget gets
consumed on different marketing channels. Additionally, the above mentioned
communication channels and the budgets can be adjusted on the basis of the reach of
the campaign, return on investment, frequency of the campaign and the effectiveness of
the channel.

Conclusion
21st century has been an age of technological innovation which has disrupted the
entire business ecosystem. Businesses particularly are leveraging this growth in
technology and tech platforms to build a strong relationship of trust with the customers,
whilst increasing its revenue and profitability. Digital communication tools or platforms
are advanced in comparison to traditional tools of marketing due to high engagement,
interactivity, transparency, data analytics, two way communication, ease of use and
increasing penetration. Thus, a brand which is not investing online is considered as
highly imbecile, thus MediaWorks is creating online campaigns for its esteemed client to
help them engage with their target audience and build a loyal customer and fan base
online. The marketing campaign of Media Works will help Coles in building its
dominance in the online retail store as well as help in reaching its ultimate goal of
sustainability by providing customers a seamless shopping experience on both its
offline and online stores.
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