Digital Marketing - Woodspeen Assignment

Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Analysis and objectives...............................................................................................................3
Target Audiences........................................................................................................................4
Channel Selection........................................................................................................................6
Sample Creative Content.............................................................................................................7
Measurement and Data..............................................................................................................10
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................13

INTRODUCTION
Digital Marketing is define as tool which is used by a company in order to market their
products and services through digital technology, this is generally done through internet include
other technologies like mobile phone, digital promotion and other medium channels. By adopting
this an organization able to gain several benefits such as able to approach one to one,
comparatively less expensive, lead global business, help in measuring statistics easily,
accountable and so on (Baker and Hart, 2016). Organization selected for respective report is The
Woodspeen, which is a dining as well as cooking school situated at Newbury, United Kingdom.
They offer high quality food and drinks which attract customers. But now they want to design
their website in so that they can attract more and more customers towards their restaurant. That
will also help them in providing information in most attractive manner. Topics included in
assignment are analysis and objective of company, their target audiences, channels they may
adopt. Moreover it will also include sample creative content which help in gaining objective and
measurement of strategies and plan for attainment of goal by developing budget.
MAIN BODY
Analysis and objectives
Analysis is define as process in which a person can break complex topic or substance into
small part for gaining more effective understanding. In respect of business firm by adopting this
they can appropriately analyse whole situation which help them in developing decision related to
the situation (Belk and Llamas, 2013). For this a firm management can adopt several methods or
theories such as game theory, network theory, pull and push theory and so on. In context of The
Woodspeen restaurant, they can adopt Network Theory which is given below:-
The Network Theory
It is define as social network analytical tool which is adopted by a company in order to
analyse behaviour of peoples and how it will get influenced. Through this management able to
develop decision related to products and services in effective manner because they know about
customer's need, requirement and expectations (Theories of Digital Marketing, 2019). This will
also help in understand buying behaviour of market accordingly which a firm can develop their
products and services. In respect of The Woodspeen Restaurant, by adopting this theory
respective company able to analyse market place as well as customer's behaviour in effective

manner which help them in understanding how to develop website so that more and more
customers get attracted. This will also help in designing strategies related to offers and offering
through which customers get attracted and want to come at respective place again and again.
Objectives refers to aim which a company want to attain in particular time duration so
that they can enhance their profitability and market shares (Chaffey and Ellis, 2019). It is
generally based on time frame as well as lists of resources available. The objective set by The
Woodspeen Restaurant are given below:-
 The Woodspeen Restaurant has to develop attractive website within budget of £ 2000 in
order to attract huge ratio of customers.
 The Woodspeen Restaurant management want to turn drive traffic toward their website
by implementing different strategies.
Target Audiences
Target audiences is define as demographic of individual who are likely to be interested in
products and services offer by company. Such as for plumbing company then their target
audiences will be property owners as well as for toy store target customers will be parents,
grandparents or any other person who are along with child. For every company its is essential for
them to conduct proper analysis so that they can determine their target audiences in effective
manner. In respect of The Woodspeen, they are planning to redesign their website so that they
can attract more and more audiences or customers, for which it is essential for them to identify
their target audiences so that they can develop website accordingly. For this they can adopt
method or theory such as theory which can be implemented by The Woodspeen is explained
below:-
The basic theory of a Target Audiences:
There are various group from which a company select their target audiences for whom
they developing products and services. This is because all people of a location not like same kind
of products so it is responsibilities of company manager to conduct analysis of market that will
help them in identifying target customers (Colleoni, Belk and Llamas, 2013). This theory of
target audiences include several group of peoples, which is explain below in the respect of The
Woodspeeen:-
 Gender- According to this factor male and female have very different interest as well as
hobbies so they prefer different kind of products and services according to their need,

requirement and interest (The Basic Theory of a Target Audience, 2019). Generally
cosmetics, perfume, apparel, jewellery and clothing company decide their target audience
on gender basis. In respect of respective restaurant, they didn't classify their target
audiences on the basis of gender because they are focusing both male and female
customers. So they will include choice and preference of both male and female while
developing more attractive website.
 Age: There are several companies which offer their products and services according to
the age of peoples. Such as cosmetic companies develop products according to age like
for old age customer they offer ageing cream and for young people they offer herbal
products. Along with this video game company focus teen age audiences. This segment
of target audience will include teen, middle age, young age and retired categories peoples
(Crittenden and Crittenden, 2015). In respective of The Woodspeen restaurant, they can
target all age group peoples from young peoples to retired peoples because they are
offering all variety of food and drinks for their peoples.
 Income: This section will classifies customers according to their monthly as well as
annual earnings or income. In this case marketer will decide which income group peoples
they are focusing i.e. high income, mid income and low income. For example luxury
furniture company will focuses on high income group peoples as well as they also
conduct their advertisement on the basis of it. In respect of The Woodspeen restaurant,
they are offering quality food and drink products so their target audiences will be high
income, higher middle and middle income group peoples.
According to this analysis it can be determine that for The Woodspeen restaurant, their
target audiences will based on several factors such as gender, age and income. In respect of
gender they are focussing both male and female, on the basis of age they are focusing on all age
group peoples. Such as teen age, middle age, young age and retired age peoples because
respective restaurant is offering variety of food and drink range according to customers
requirement (Gorelick and et. al., 2013). Along with this, they are also focusing their customers
on the basis of income and for this they are focusing high, higher middle and middle income
group peoples.

Channel Selection
It is define as method or technique which is adopted by a company in order to select
appropriate marketing channel for promoting or advertising their products as well as services in
effective manner (Järvinen and et. al., 2012). By adopting appropriate marketing channel an
organization able to gain several benefits such as they can attract more and more customers,
develop positive and long lasting image in the mind of customers and many more. So for this it is
necessary for them to conduct proper analysis in order to identify effective channel for
advertising. In respect of The Woodspeen restaurant, there are number of marketing channel
which they can adopt are mentioned below:-
 Search Engine Optimization: It is define as technique or process which help a
company in enhancing the quality and quantity of website trafficking by growing
visibility of firm's website or web page in front of users related to web search engine (10
Types of Online Marketing Channels & their Practical Applications, 2019). By adopting
this respective restaurant able to enhance their presence at the web page that leads to
enhancement in customers reach and attraction.
 Email marketing: It is define as tool or technique through which an organization
management can send commercial message directly to those peoples whom they are
targeting. By this they able to reach their global audiences and attract them easily by
sending more attract informations using pictures, video and text. In respect of respective
restaurant if they adopt this they able to convey all message, informations and offers to
their potential customers which help in attracting them effectively.
 Video marketing: It is define as method in which company develop or design video in
order to advertise their products and services. Through this they able to develop long
time image in customers mind as well as it will also help in encouraging them to visit
particular location (Jobber and Ellis, 2012). By adopting this method The Woodspeen
restaurant able to develop image in the mind of customers as well as it will also help
them in attracting more and more customers.
 Social Media Marketing: It is define as process at which company adopt social media
platforms as well as websites in order to promote products and services in effective
manner. There are various platform which a company may adopt accordingly to their
business operations and offering such as in respect of respective company for advertising

their restaurant they can adopt social media like Facebook, Instagram, YouTube, We
Chat and many more. This will also help in reaching huge range of customers for their
restaurant.
 Attractive website: Website is one of the major marketing channel which tell about
company in brief because it will include all type of information such as company history,
current offering, price of offerings, contact details, review and so on (Key, 2017). So it is
essential for respective restaurant to develop as well as maintain proper update website
which lead at high attraction of customers.
These are some of the major channels which can be adopted by The Woodspeen
restaurant in order to advertise as well as promote their offerings in effective manner. By
adopting this they also able to create long lasting positive image in the mind of customers which
encourage them to visit restaurant.
Sample Creative Content
Creative content is one of the main marketing tool which help company in attracting
customers at huge ratio. Through this customers also able to know various things about the firm
such as their products and services, current offers, true reviews, location, contact details and
many more (Kotler, Kartajaya and Setiawan, 2016). So in this respect The Woodspeen
Restaurant develop two blogs from which one will information about the restaurant and another
will describe about offering. By this they able to attract more and more customers, both the blogs
are given below:-
Blog 1- About restaurant
The Woodspeen Restaurant, Bar and Cookery School
Time and change of pace make the things more attractive and give huge impact of offering. The
Woodspeen Restaurant is one of them, they offer their services through restaurant and bar,
along with this they also have cookery school for those who love cooking and eating.

The bar and cookery school of restaurant is situated at Newbury, West Berkshire, United
Kingdom. The restaurant have homely environment, English pub's, reclaimed wood
infrastructure, old pub tables, chair made up wooden, natural fibres fabrics and so on. At this
place visitors also get opportunity to perform their talent of cooking along with the chef. In The
Woodspeen Restaurant, a large plant is placed in the middle which make everyone feel
connection with interior and surrounding.
The Woodspeen Restaurant have internationally recognised infrastructure as well as they offer
mouth watering food and drinks made up of fresh garden products. They also offer variety of
services like car parking, notable cocktail list, wheelchair accessibility, garden, outdoor dining,
private dining rooms, acceptance of all type of payment and so on. On the other side, for
making restaurant famous their staff pays an essential role, all the members of The Woodspeen
Restaurant are humble, communicative, understand, friendly and well dressed up which all help
in gaining stars for restaurant.

Blog 2- About food and services
The Woodspeen Restaurant, Bar and Cookery School
For every restaurant their offering plays the main part for attracting customers. The Woodspeen
Restaurant offer variety of foods and drinks which bifurcated by menu. Like they offer lunch
and early supper menu in which they offer Cod pasta with parmesan and olive oil, carrots and
shallots as starter. For morning main menu they offer sea bream, partridge breasts, breads etc.
for desert they offer milk chocolate, vanilla ice cream, freshly baked cakes and so on.
The Woodspeen Restaurant have special Sunday Lunch menu in which they offer roasted
potatoes and vegetable with pan gravy; roast rib of red sussex beef with yorkshire pudding and
onion.
The Woodspeen Restaurant also offer variety of menu based on festival as well as they also
update it according to time and festival. Such as Christmas menu of restaurant will start will
include pumpkin soup with pearl barley farce, basil oil and puffed seed; pasta with mushroom,
herbs and parmesan. In main course they offer Pheasant breast, wine, sea bream along with
crusted portobello mushroom, smoked bacon and so on. For dessert they will offer chocolate
and blackberry baked brownies, passion fruit mouses , white chocolate sorbet and vanilla ice
cream.

By their attractive menu and food presentation The Woodspeen Restaurant able to attract
customers and it also help them in encourage to visit again and again. Moreover they also
provide opportunity to customers to cook food along with restaurant chef.
Measurement and Data
To analysis the success or failure of any project or task the use of measurement tools are
made. The Woodspeen aim at increasing traffic or customers at its website for achieving its goals
of digital marketing. To measure the performance of its website and to check whether traffic is
increased on its website or not use of following measurement tools are made:
Variance analysis- this tools is used to measure the difference between desired
performance and actual performance of any organisation. The difference between actual and
desired level of performance can be positive or negative. Positive variance reflects the success of
an organisation and ensure proper functioning of organisation while negative variance indicates
some flows or inefficiency in performance (Kramer and Ning2012). The Woodspeen restaurant
is also making use variance analysis to find the gap or difference between its desired
performance of website and actual performance achieved. This analysis shows a positive
variance i.e. the desired level of traffic for its website is achieved. Its website has become
famous in customers as it provide a easier and more appropriate way to customers to get
information about new features and services offered by The Woodspeen restaurant thus, it is
browsed or searched by many custome4rs which has increased traffic on its website.
KPI (Key Performance Indicator)- it is a tool used for measurement of performance of
an project or organisation. The Woodspeen organisation has made used of KIP to measure
success of its website as KIP provide in depth information about performance of any task or
project (Montgomery and et. al., 2012). It has been evaluated that website of The Woodspeen is
quite successful as it has achieved the level of key performance.

Benchmark- it is a process of comparing business process and performance with a
benchmark or hight level of performance that can be achieved by any organisation. Benchmark is
a indicator of best and most efficient performance of any organisation achievement of which is
desired by all organisation. The Woodspeen can make use of benchmark technique to identify
the gap or flaw in its performance. Benchmark technique is very effective in achieving
competitive advantage through providing information about best performance and it also
indicates corrective measures to achieve that level (Preston, 2012). The website of The
Woodspeen is providing all the useful information to its customers and plays a important role in
digital marketing of this organisation. It has been analysed that this website is effective in
creating awareness in its customers thus, a large of number of customers browse its website to
have a check on new facilities and services provided by this restaurant.
From the following points it can be analysed that the digital marketing techniques and
website of The Woodspeen is successful and is providing better interaction between customers
and this organization. The traffic on website of The Woodspeen has increased by 15% in last six
moth which is a clear indicator of its success. This data also confirms that the content of this
website is liked by customers thus, they are browsing or surfing this website on regular basis.
Website of The Woodspeenis a important tool of digital marketing which is used for creating
awareness in customers about its new feature and services.
CONCLUSION
By above mentioned topics it can be determine that digital marketing plays an essential
role in an organization because through it they can attract more and more customers as well as it
will also encourage them to purchase their products and services. By adopting digital marketing
a company can also promote or represent their business in more attractive manner which help
them in attracting more and more customers. For adopting digital marketing such as for develop
more attractive website a company need to go through several stages such as analysis of
technology which will help in developing strategies or objective in more attractive manner.
Along with this, they also need to decide their target for which they can conduct analysis through
theory or method like basic theory of target audiences. This is so because it will help in
identifying more appropriate audiences for the offerings. Company must also need to identify
appropriate channel for promotion and advertisement such as social media, print media and so
on, by this they able to attract as well as create more effective image in the mind of customers.

Moreover they also need to create creative content which attract customers them and encourage
them to visit place as well as during this they also need to conduct measurement of activities in
order to ensure that all work conducting effectively.

REFRENCES
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Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Colleoni, E., Belk, R.W. and Llamas, R., 2013. New forms of digital marketing research. In The
Routledge companion to digital consumption (pp. 124-134). London: Routledge.
Crittenden, V. and Crittenden, W., 2015. Digital and social media marketing in business
education: Implications for the marketing curriculum.
Gorelick, J.G., and et. al., 2013. Digital marketing applications for electronic cigarette users.
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