INFLUENCE OF DIGITAL MARKETING COMMUNICATIONS Student details: Woolworths Australia

Running Head: INFLUENCE OF DIGITAL MARKETING COMMUNICATION 0
INFLUENCE OF
DIGITAL
MARKETING
COMMUNICATI
ONS
S t u d e n t d e t a i l s :

INFLUENCE OF DIGITAL MARKETING COMMUNICATION 1
Contents
Introduction.................................................................................................................... 2
Digital marketing communication........................................................................................ 2
Woolworths Australia....................................................................................................... 3
DMC of Woolworths (Australia).......................................................................................... 3
Email Marketing –........................................................................................................ 4
Pay Per Click (PPC)-..................................................................................................... 4
Mobile apps-............................................................................................................... 4
An extensive promotional channel-.................................................................................... 5
Coles Supermarket Australia............................................................................................... 5
DMC of Coles (Australia).................................................................................................. 6
Television................................................................................................................... 6
Search Engine Optimization (SEO)................................................................................... 6
Social Media Marketing................................................................................................. 7
ALDI supermarket........................................................................................................... 7
DMC of ALDI (Australia).................................................................................................. 7
Mobile Marketing-........................................................................................................ 8
Radio........................................................................................................................ 8
Direct Mail................................................................................................................. 8
Opportunities and Threats of Approaches used by different organizations.......................................8
Distinction between different approaches...............................................................................9

INFLUENCE OF DIGITAL MARKETING COMMUNICATION 2
PESTEL Analysis over DMC of Grocery Sector......................................................................9
DMC mix of the supermarket chains...................................................................................10
Conclusion................................................................................................................... 10
Bibliography............................................................................................................. 11

INFLUENCE OF DIGITAL MARKETING COMMUNICATION 3
Introduction
The following report is grounded over the Digital Marketing Communication. It describes
the role and significance of Digital Marketing Communication in the Retail sector. The digital
marketing communication refers to the medium of communication established between
consumer and the producer. There are various ways of communicating with the consumer for
example- websites, newspapers, magazines, social media like facebook, instagram etc. Herein,
the study is performed over the “Grocery Retail Sector” which is a sub division of the wide retail
sector. In the succeeding report three organizations which are chosen for the study are
Woolworths, Coles and ALDI. All these organizations have well established market reputation in
Australia. The report includes Digital marketing communication techniques and strategies of
these grocery stores in Australia. Each of these organizations has developed different approach
towards Digital Marketing Communication. The report also includes the target marketing,
positioning and the way a company develops branding with the help of digital marketing
communication. The report includes a digital marketing communication mix also known as
DMC mix, which is an analysis of the ways a company, is utilizing or not utilizing the key
communication tools. Some of the key communication tools are social media, public reputation,
mobile apps, digital advertising etc.
Digital marketing communication
Digital marketing communication is a way of promoting the goods and services provided
by an organization in order to popularize the brand name. The entire online equivalent is
acknowledged as digital media channels. A digital marketing communications tool includes
display ads, search engine optimization, pay per click advertising (PPC) and all the social media