Driving Digital Marketing Assignment

Running head: DRIVING DIGITAL MARKETING
DRIVING DIGITAL MARKETING
Name of the Student:
Name of the University:
Author note:

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DRIVING DIGITAL MARKETING
Executive Summary
The report has comprised of Situational analysis containing SWOT where the company has
evaluated its internal strengths and weaknesses, along with its external opportunities and
threats. Segmentation has shown specific segmentation through which Aldi can divide its
target audience. The following section comprises of Digital Communication Objectives:
SMART with KPIs with specific goals related to identifying customers of age group 25-40
years with household earning of £22000 – 30000 and participate in the challenge from
Facebook & Instagram followers. Communication strategy- Aldi has used social media
platforms like Instagram and Facebook in addition to direct e-mails in order to promote its
campaign and other seasonal offers. Targeting Strategy- Aldi must introduce another social
media campaign with robust and diligent message. After customer segmentation in addition
to selection of relevant target market, ALDI necessitates establishing a clear positioning
statement which would help in creating a positive image of in the clients' mind. Digital
communication tools incorporate Google analytics and Edgar through which Aldi will be able
to obtain knowledge of what type of contents its viewers are likely to respond to and types of
social networks they tend to prefer. Content Analysis in control section has helped the
company to provide powerful insights.

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Table of Contents
Situational Analysis- SWOT..................................................................................................3
Opportunities..........................................................................................................................3
Threats....................................................................................................................................3
Segmentation..........................................................................................................................4
Digital Communication Objectives: SMART with KPIs...........................................................4
RACE framework...................................................................................................................5
Key Performance Indicators (KPI) of the proposed campaign..............................................6
Critical Success Factors.........................................................................................................6
Targeting Strategy..............................................................................................................8
Positioning strategy..............................................................................................................10
Customer Value Proposition................................................................................................10
Tactics......................................................................................................................................11
Action.......................................................................................................................................14
Gantt chart............................................................................................................................14
Control......................................................................................................................................16
Social Media Campaign Budget...............................................................................................16
References................................................................................................................................18

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Situational Analysis- SWOT
Strength
 The products endorsed in the campaign #poorest day challenge sourced goods from
renowned British producers and food manufacturers.
 Consumers have viewed Aldi’s products to have greater availability as compared to
its chief competitor of similar German discount chain Lidl (Schmid et al. 2018)
 Customers in the UK have recognized the major brand value of Aldi owing to its wide
range of valuable products
Weaknesses
 The company has an outmoded social media unit which fails to post attractive and
thought provoking insights in consistent manner.
 Aldi social media unit shows incapacity of creating space for customers in order to
gain idea of any future endorsements (BBC News 2019).
Opportunities
 The ecommerce sales in the UK have been witnessing substantial growth from 6.2%
last year to around 19.5% in 2020 (Brandes and Brandes 2019).
 Social media marketing strategies has refurbished previously restricted marketing
communication between brands as well as customer base.
Threats
 Brexit will have significant impact on retailers as well as consumers in addition to the
price of supermarket food (Arrigo 2018).
 Competitors such as Amazon which in the past have altered the ecommerce purchase
behaviour of clients.

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Segmentation
Demographic segmentation-Aldi must use demographic segmentation in order to make
division in the market as per demographic attributes like- gender, age and income (25-40
years, parents with household earning of £22000 – 30000)
Behavioural segmentation- Aldi should also use behavioural segmentation to divide
customers as per their purchase pattern and brand loyalty while keeping in consideration the
elevating ecommerce sales in UK.
Psychographic segmentation-Aldi must use this segmentation to narrow down its target
audience according to their attitudes and interests, such as their interest on any particular
social networking site.
Digital Communication Objectives: SMART with KPIs
New Campaign-Aldi family challenge will chiefly develop its clientele perception of value
in the direction of its wide range of nutritional products and its brand awareness (De Souza
and Ferris 2015).
Goal
Increase brand awareness of Aldi by 15% within 2 weeks through customer engagement and
trades by 15% via digital marketing strategies during the Aldi family challenge campaign
week.
Gather 25-40 years customers earning of £22000 – 30000 to participate in the challenge
Specific Measurable Attainable Realistic Time
parents of the
age group 25-40
years with
household
earning of
£22000 – 30000
Success of 15%
brand awareness
and sales
most of the
customers of the
targeted age
group and
income range
depend on
Aldi’s food
This goal is
realistic as
Aldi’s brand
management
team is aiming
to increase
customer
12 months

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DRIVING DIGITAL MARKETING
product range
for their weekly
and monthly
grocery
purchase.
awareness and
sales through
client
involvement
after the recent
brand reputation
decline due to
the failed social
campaign (Ko,
Phau and Aiello
2016).
Gather 25-40
years customers
earning of
£22000 – 30000
to participate in
the challenge
from Facebook
& Instagram
followers
Achievement of
middle income
range customers
Attainable as
majority are
users of
Facebook and
Instagram
(Brandes and
Brandes 2019).
Realistic as this
particular
income range
group is ardent
and standard
customers of
Aldi
12 months
RACE framework
Reach- Building brand awareness of Aldi on other social networking sites like Twitter
‘#trending’ to build traffic by driving stopovers to diverse web presences such as Aldi’s main
website and social media pages.
Act-Aldi must build strong interaction base on its social webpages and reply to every user or
followers’ comments irrespective of negative or positive feedback. It will be involving the
audience through applicable, convincing content and strong navigation paths so that they do
not hit the back button.
Convert- it will involve it target customer to turn into payable clients.
Engage-Long term engagement in retaining clients and turn them in making repeated
purchases using extensive and direct communication on social media to increase consumer
lifetime value (Butler 2016).

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Key Performance Indicators (KPI) of the proposed campaign
Determine Brand Awareness Goals- The primary aim of this strategy for Aldi should be
customer awareness and engagement.
This campaign must aim to surpass the new law of creating social value and significances and
act as a driving force in contributing to poverty alleviation. Furthermore, the objective of the
strategy is to support charity initiatives in local communities which can further produce good
determination within the community (Davey 2019).
Brand Awareness Surveys- Surveys will be sent to the email addresses of customers
purchasing Aldi dietary products and enrolling name for the campaign. Generic questions
will be asked in the survey such as “when you think of nutritious food items, which brand
come to your mind?”
The findings of the survey can be used to set the marketing strategy and refine Aldi’s brand
awareness strategies.
Social Listening and Reach- Another way to quantity brand awareness is to track ways in
which the brand is mentioned in social media channels. Tools like branded hash tags can be
effective in increasing the brand awareness of Aldi.
Critical Success Factors
Develop a launch communications plan- Establish interaction with the consumers and then
use roadmap for execution.
 Proper outline of key messages sent on social media
 To make presence where consumers are purchasing products
 Secure sufficient budget- Consumer brands have diverse requirements as compared to
B2B brands. Aldi needs to be certain while spending accurately in order to create the
prominence it needs to accomplish the goal of the campaign.
STRATEGY

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Communication strategy
Aldi should use social media platforms like Instagram and Facebook in addition to
direct e-mails in order to promote its campaign and other seasonal offers.
Facebook- Facebook has recently use entered the video branding.
Key message- #Come and join a healthy cooking competition with your fam!!
Brand executives must upload a cooking video of a family which will serve as a unique on
users’ newsfeed which they are not expecting while going through their news feed (Godey et
al. 2016). This will promote the brand and its idea of the campaign. The Facebook video will
also gain a larger thumbnail in comparison to other social media platforms.
The comments must be checked and acknowledged to keep a track on the number of viewers
and raking of its feed in that week.
Instagram- #healthy family is supreme
IGTV is different to ordinary video experience.
Aldi should hire brand ambassadors like Jamie Oliver or other renowned food bloggers.
These ambassadors will record their healthy cooking video with their respective family
members by using exclusive dietary food products of Aldi discount chain. The video should
not simply focus on process of cooking but display and endorse the range of Aldi food
products used and speak on their nourishment level. In addition to this, the video must shed
light on importance of poverty alleviation and the organization’s CSR initiative towards it
through this campaign (Kim et al. 2016). The video must be concise and make use of catchy
phrases to draw attention of its viewers and increase the rate of views amongst other viewers.
E-mail Marketing
Key Message- Even you can do it with Aldi

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The mail with this subject line must be sent to all the registered clientele with their names
mentioned on specific date and time -
 Time - 12 pm GMT
 Days - Wednesday-Sunday
The e-mail should also include examples of assured complementary gifts and offers on
products in order to increase the rate of footfall on weekends on its offline store and
increasing sales via ecommerce (Arrigo 2018).
The key messages through these two platforms will successfully link to its purpose
and strategy. The videos will provide consumers a reason to connect with Aldi and attain the
idea of its novel image of maintaining a healthy lifestyle.
Targeting Strategy
To make resolutions for the disaster social media campaign, Aldi must introduce
another social media campaign with robust and diligent message. The campaign can involve
the entire family and further make considerable savings for the upcoming month. The
campaign can be called #Aldifamilychallenge where participants can include their family
members and spend up to £ 40 and can consume exceptional range of nutritional food items
from the wide range of Aldi dietary products. In this campaign, participants will be asked to
share their innovative and exceptional food item recipes and the winner will be declared
based on its innovation and uniqueness (Davey 2019). At this stage, Aldi in contrast to its
previous social media food campaign ‘Poorest day challenge’, will offer a share of price in
the name of the winner to any charitable domain of the winner’s preference. Such an
approach in line with the company’s CSR approach for poverty alleviation can be appreciated
and acknowledged in the social media platform (Gant 2020).
The primary aim of this strategy for Aldi should be customer awareness and
engagement.

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This campaign must aim to surpass the new law of creating social value and
significances and act as a driving force in contributing to poverty alleviation. Furthermore,
the objective of the strategy is to support charity initiatives in local communities which can
further produce good determination within the community.
Brandes and Brandes (2019)
As per Waldron, Fisher and Navis (2015), with noteworthy competition from Amazon
many retail chains like Aldi and Lidl in the UK are aiming to follow Albertsons’ leads and
take a “People, Planet and Profit” approach. This approach is essential in attracting as well as
retaining socially mindful clienteles and personnel. However, at this juncture it is vital to note
that with the understanding that programs which show brand support have significant level of
integrity and are associated with the brand’s standards and culture, there cannot be any
shortcoming in developing the programs apparent to customers (Waldron, Fisher and Navis
2015). While taking into consideration Aldi’s online as well as offline retail messaging, the
company must not make any mistake on social media and should take utmost advantage of it
in endorsing to their causes in addition to their participation.

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Positioning strategy
After customer segmentation and selection of relevant target market, ALDI necessitates
establishing a clear positioning statement which would help in creating a positive image of in
the clients' mind.
 Aldi can draw extensive comparison of their communication strategy on social media
with its competitors. This will expose the prospective areas which could be addressed
with targeted positioning communication (De Souza and Ferris 2015).
 Aldi can also make use of analytical data that is obtained from diverse markets and
consumer surveys. After that it can create a positioning statement and recurrently
assess its efficiency and value by gathering qualitative and quantitative data through
interviews and polls on social media.
Customer Value Proposition
Social media marketing
Marketing via social media can act as a massive opportunity for Aldi to upsurge its brand
engagement from their existing customers and drive innovative business. Aldi can use
Facebook as it has high effectiveness on that particular platform (De Souza and Ferris 2015).
Apart from these major social media practices, Aldi must establish clearly defined agendas in
order to effective.
Private Label
Aldi’s continuous efforts of developing and staying at par with client trends along with
delivery of defined strategy by means of private label channels explains that its value
proposition is extensively direct. With the extensive rise of ecommerce sales, Aldi must offer
a home delivery service on its standard range of groceries in the United Kingdom.

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Tactics
Google analytics is one of the most effective ways of monitoring strict website
visitors. When Aldi will couple information from its website with social media, it will be able
to create a certain kind of traffic-machine to its online possessions. By using Google
analytics, Aldi will be able to obtain knowledge of what type of contents its viewers are
likely to respond to and types of social networks they tend to prefer. With such knowledge,
the company can successfully drive more amounts of traffic as well as leads to its website in
the meantime proving the ROI of social (Keegan and Rowley 2017).
The metrics Aldi will get from this particular tool are:
 Amount of viewer traffic it gets in general
 Amounts of leads that have been converted
 The websites from which the leads are getting generated from
 Whether the traffic is coming with the use of mobile or desktop
This tool is important for Aldi in making social media marketing, as it will get greater
knowledge and idea of its target audience and their preferences. Through the use of Google
analytics, it will be able to provide the customers with the content they prefer.
In addition, Google analytics offers with comprehensive social media reports which are
highly beneficial for any digital marketer.
At this juncture, the reports will help Aldi to discover which social media platforms will give
the most traffic.
 Estimate the ROI of Aldi family challenge
 Check which content will be most effective with which social media platform
 To confirm if the digital marketers are driving correct traffic from the relevant
demographics with social media
 Check the sales conversions attained by Aldi from social media

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Google analytics will be used in 4 steps
Step 1-SMART goals
Step 2- Installing Google analytics with Google tap manager
This step will help Aldi digital marketers to organise and structure all the relevant data, which
it wants to attain good tap management (TMS)
A good TMS primarily sends all the data as well as metrics from the websites into third party
metric analytics such as Facebook analytics and Google analytics.
This tool will enable the company to effortlessly update and add tags to its Google analytics
dashboard with coding knowledge.
For example, if Aldi digital marketer wants to check number of people who have clicked on
the link of the 'Aldi family challenge' then it could only add a new tag to its tag manager in
order to attain the information. However, without it, Aldi would manually change all the links
to the video.
Step 3- Creating goal on Google analytics
In order to do this step, Aldi requires leveraging the SMART goals which will determine
types of Google analytics to establish.
8 important things to monitor for measuring social media success on Google analytics
1. Overview analysis
2. Network references
3. Data hub performance
4. Loading pages
5. Trackbacks
6. Sales conversions
7. Plugins
8. User flow

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Edgar
Edgar is known as a useful social media automation tool that stocks and systematizes social
media content through classification.
Aldi requires establishing a custom posting schedule and enable Edgar to preserve the social
feeds full, by involving its viewers on the correct systems at the accurate time with the
perfect information (Jayaram, Manrai and Manrai 2015).
With the use of a feature called “variations”, Aldi digital marketers will be able to create
numerous versions of the same post. Edgar can even check the shared links for recommended
information as well as images. Edgar’s built to assist companies’ digital marketers fill the
queue in a rapid pace and not to miss any content.
Edgar will automatically share and re-share the social updates made by Aldi for its new
campaign
Edgar will automatically occupy a category-based schedule by using latest information
gathered from its library. This step is done to help digital marketers continually fill the
content which they are willing to share at convenient times by using a timetable.
Edgar’s automation will offer the self-regulation to have higher number of interactions with
the audience by getting exposed to increasing number of audiences (van Gorp, Pogrebnyakov
and Maldonado 2015).
It is important for Aldi to note that by choosing the Edgar tool it will achieve real-time
interactions. Furthermore, Edgar will increase the effortlessness of Aldi’s digital marketers to
arrange them with additional time and bandwidth for genuine engagement as well as
connections with the target audience.
Edgar has six categories:
 Motivational
 My blog posts

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 Promotional activities
 Queries
 Suggestions
 For one time usage
The starter plan for Edgar is £ 506.04 (12 months). With this price Aldi will be able to
connect with approximately 10 social media accounts. It will further enable its digital
marketers to contain around 1,000 pieces of content in its library for sharing.
Action
Gantt chart
Time 1-3 months
`
4-6 months 7-9 months 10-12 months
Stakeholder
communication
Budget Plan
Consultation with
social media sites
Execution of
campaign
Measuring
effectiveness of
campaign

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Stakeholder communication- It will include digital marketers, PR team for the first 3
months
Milestone- to make monthly review, consultation with the marketing head of the company
and create target audience for the proposed campaign
Responsible- CEO, Marketing and the PR team will be responsible for the 6 months social
media campaign of Aldi
Budget Plan- Monthly financial check up on cash flow, working with the capital arrange and
estimating the financial needs required for execution.
The time period for budget plan will be for 3 months.
Milestone- To create proper budget category including in-house and outsource expenses on
monthly basis starting from the execution till the evaluation of the campaign
Responsible-CEO, PR Head, and finance analyst
Consultation with social media sites
Social media analysts will be consulted with agendas and memo summaries of the campaign.
Frequency of consultation will be weekly through top of the line emails regarding overall
timeline and budget progress.
Milestones of the tactics-To share weekly updates in order to system the execution of the
content online
Request feedbacks for design issues
Seek recommendations for design changes
Responsible-Social media analysts and PR head
Execution of campaign
Redesign the website, SEO, create blogs, and create exciting videos and blogs to convert
leads into customers. Then supply quality products which will create consumer value to
develop loyalty

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The duration will be for six months
Milestone-To align goals and Key Performance Indictors
Responsible- Digital marketers, marketing team, sales team
Measuring effectiveness of campaign
Scheduling- Measuring Return on Investment (ROI), Understanding Cross channel social
success, to take into account referral traffic, use measurement tools
Time will be the last three months
Milestones- Measure SEO ranking, qualitative feedback of participants, number of views,
likes and shares of posted videos, subscriber growth and higher conversion rates
Responsible- SEO analyst, marketing head and PR team
Control
Content mapping: Manually organized mapping of the content of communication activities
Content Analysis- In order to successfully measure the quality and nature of the media
coverage and further to evaluate the content of specific encoding which will reach out to the
targeted audience. This technique will provide powerful insights.
Social Media Campaign Budget
Campaign In-house expense Response Return by media
Content creation
(Graphics, Video)
£1200 £1500
Social Advertising
(Facebook and
Instagram)
£2500 35% £2600
Social Engagement £1400 22% £1600

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Tools
Analytics
edgar
£ 114,959
£ 506.04
£118,500
Campaign 1 £4500 £5000
Total £ 125,050 £129,200

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References
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to-ease-any-no-deal-brexit-impact> [Accessed 20 March 2020].
Brandes, D. and Brandes, N., 2019. Bare Essentials: The ALDI Story. Linde Verlag GmbH.
Butler, S., 2016. Aldi And Lidl Hike Milk And Banana Prices As Pound's Fall Bites. [online]
the Guardian. Available at: <https://www.theguardian.com/business/2016/nov/22/aldi--lidl-
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challenge-sparks-backlash-t172918> [Accessed 20 March 2020].

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