Digital Marketing Strategy for Yelp

Digital marketing strategy for
yelp

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Digital Marketing Audit.........................................................................................................1
Digital Marketing Strategy.....................................................................................................7
Digital Marketing Plan.........................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing strategy is the plan that is developed by the company to achieve the
better success and more development while achieving the digital goals by selecting the
appropriate marketing platform as like paid, earned and the owned media. As in today’s scenario
the businesses will more shifted towards the digitalisation and the people also get used the digital
platform more as at there it is easier to make the string interaction with the customers and also
save the time period as well (Albee, 2018). It is the approach through which the companies will
make different strategy to gain the better knowledge of the entire different factor from where
they have performed marketing through digital platforms. This report is based on Yelp that is the
public company and develops and most the market from their website Yelp.com and publishes
the crowd sourced reviews about the different businesses. They have also operated online
reservation and that is called Yelp Reservations. This report includes the digital marketing audit,
marketing strategy and the marketing plan that helps to make effective outcomes.
MAIN BODY
Digital Marketing Audit
Background to the organisation
Yelp is the company that is founded in the year 2004 and its founder is Russel Simmons
and Jeremy Stoppelman and they are the former employees of PayPal. It is the business that is
grew up by collecting the funds from the many year and in 2010 they had collect the revenue of
$30 million and having the 4.5 million crowd-sourced reviews from their websites. It is the local
businesses that review the social networking and have submit the review of products and service
as like restaurants and schools (Armstrong, 2018). They have also updated the information about
the hours and special deals with 141 million monthly unique visitors and 148 million reviews.
They have expended the business in the Asia and Europe and have potential acquisition with the
Google. In the 2019 they have generate the quarterly regular of 61.8 million from desktop user
and 76.7 million users via mobile website. The company must have use the unfair practice to
generate more revenue as they have provide the adequate information and present the negative
review as per the possibilities and provide all prominent details and the services. They have got
the complaints of the misleading tactics by some sales representatives. Sometime some fake
users spread false news to promote the negative image of the company and that is called as the
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astroturfing. They have been rated as the 3 stars with 78% views in 2106 they have introduce the
mobile device and the iPhone app was came in existence in December 2008. The user of Yelp
must have made the reservation of the restaurant and it is the feature that is added in the year
2010 and it is done through SeatMe that is acquired by Yelp in 2013. There content was linked
with the "virtual assistant" or Apple's Siri and it is released by iOS 6 that is the computer
operating system (Aswani, 2018).
SWOT on the organisation’s current use of social media
Swot analysis will get defines the different strength and the weaknesses that will have the
major impact on the yelp (Yelp Inc SWOT Analysis, 2018). As they have use the social
networking site to post the review and rate the company of the basis of their performance and
share that information through the social site as Yelp.com and thus there are some strength and
weakness that is as defined below as:
Strength  The major strength of Yelp is that they have expand their business more
and with that have the 100 million monthly users that have the diverse
the network by which they have gain much more profit.
 As their social networking site will get operate by the users as well and
they will also present their reviews and rating and they also generate the
content as well (Bala, 2018).
 The cost to get operate their social site is very less thus it is easy for the
customer to get reach to their site and mark their reviews.
 The local reviews also get aligned in the social networking site by which
not only they can make the review the local people also did that.
 They have maintained the mechanism that is more peer and with that it is
easy to get understood by the people.
 These networks will get integrated with the mobile devices as well and
with that have the placement of the popular review that helped the
customers while selecting the services and product of some company.
Weaknesses  They have some customer and they have the fewer amounts for the
budget to perform the advertisement and thus their revenue model get
distracted by which the attraction get decreases.
 Some of the legitimate reviews was generated that get judged by the filter
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