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Digital Marketing Strategy of Subway - Report - Desklib

   

Added on  2020-03-23

13 Pages1952 Words212 Views
Running head: DIGITAL MARKETINGDigital MarketingDigital Strategy ReportStudent’s name:Name of the university:Author’s note:

1DIGITAL MARKETINGTable of ContentsIntroduction......................................................................................................................................3Explaining the reasons behind Subway’s unsuccessful digital marketing strategy.........................3Identifying and describing target customers in digitally.................................................................4Implementation of Instagram strategy of Subway...........................................................................8Implementation of YouTube platform of Subway.........................................................................10Conclusion.....................................................................................................................................11Reference List................................................................................................................................12

2DIGITAL MARKETINGIntroduction This study is based on mainly the analysis of Subway’s digital marketing strategies asthey are deviating from the right track from digital platforms. Moreover, Subway has been facingthe issues of digital media strategies across the world in meeting the target market needs in thedigital platform. In this study, Facebook and Instagram strategies of Subway will be discussedwith linking up theoretical perspectives. Moreover, Subway's chances of utilizing another socialmedia platform that is YouTube will be analysed with illustrations. In addition, a few imageswill be provided with practical demonstrations.Explaining the reasons behind Subway’s unsuccessful digital marketing strategyThe marketing campaign is about getting the results from different target customers.Subway brand fails to understand the target market from the perspective of their product selling.Subway cannot overshadow the competitors and they cannot convince the target market toengage on social media pages. In the last year, each of the brands focused on womenempowerment, on the contrary, Subway made a digital platform ad to look attractive for womento eat right from Subway. The woman in the advertisement wore Halloween costumes andaudiences fired back and Subway pulled the advertisement from YouTube (Digiday.com 2017).In addition, Subway fails to understand the needs of target customers and the topic what thecustomers interested in. Secondly, Subway fails in quality of content what they are trying to sellthe customers. Creating wrong expectations through advertisement in digital media has hugepotential to destroy the social media strategy. Subway pitchman Mr Jared Fogle was amid thecrisis as Public Relation team failed with a bad reputation. Subway cannot match the use of

3DIGITAL MARKETINGdigital media platform as they have a limitation in the digital promotional platform. Subway failsto interact with fans and followers on digital media platforms.Identifying and describing target customers in digitallyDigital marketing is the formalised method of targeting the audiences intentionallythrough the using of connections, contents of specific psychographic and demographic audiences(Carter 2011). In case of Subway, it is a global brand and the brand targets mainly the younggeneration as this generation uses social media and digital platforms in large numbers. Thisdemographic targeting is the reason for this generation also enjoys the delicious fast food ingroups. In digital media platforms, the organisation believes in making a relationship, not thetarget.Subway lacks in understanding needs of customers on social media platform and theirinterest. Subway fails in understanding the analogy of target customers as Subway always aimsin various categories and scenarios that miss the original one. The PR team may not measure thefocus of digital marketing and demands of the young generation. The PR team lacks to hit thetarget market in online platforms. If target customers do not like to engage the brand throughonline, the organisation will suffer financially. Subway has to understand the target they want toreach and they need to measure the efforts of digital marketing. Subway needs to focus on coremarketing that must address the concern, issues and targets of the customers. Implementation of Facebook strategy of Subway Facebook is the largest social media platform and it can give access to the largestaudiences. Facebook mainly gives benefits of flexibility in using third-party apps to make

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