Digital Marketing Strategies for MediaWorks: A Case Study on Coles

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