Driving Digital Marketing Assignment

Running head: DRIVING DIGITAL MARKETING
DRIVING DIGITAL MARKETING
Name of the Student:
Name of the University:
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DRIVING DIGITAL MARKETING
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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.

DRIVING DIGITAL MARKETING
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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

DRIVING DIGITAL MARKETING
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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.