Analysis of Digital Presence for Oxley Estate Winery: Marketing Report

This report presents an analysis of the digital presence of Oxley Estate Winery, examining their website, Facebook, Instagram, and Twitter platforms. The report includes a gap analysis to identify areas for improvement, focusing on website design, content quality, and social media engagement. It benchmarks the winery against its major competitor, Erie Shore Vineyard, and conducts keyword analysis to assess online visibility. The analysis suggests recommendations for enhancing the winery's digital strategy, including improving website scalability, content richness, and social media engagement. The report highlights the importance of customer support and the use of viral content to boost performance. The findings aim to provide actionable insights for Oxley Estate Winery to strengthen its online presence and achieve its marketing objectives.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author note

1
MARKETING
Analysis of Issues and Challenges to be Resolved for Digital Presence of Oxley Estate
Winery
From the analysis of the different issues as well as challenges from GAP Analysis,
there are different factors which can be incorporated for improving their digital presence
effectively which are described as follows:
Firstly, in order to improve the website to be followed at the first impression, the
website should be scalable hosting with the good tech support. With the usage of the
dedicated server hosting plan, it will be making the website perform most optimally (Ageeva
et al., 2019). With the help of effective website, there can be driving of the online purchases
as when the website will be functionally effectively, it will be providing high opportunity to
the company. There can be inclusion of the different kinds of wine tasting bottle which will
be effective in gaining competitive advantage.
Secondly, the website design needs to be simple and unique wherein the mission and
vision needs to be clearly written. There should be a separate section which will be dealing
with “About Us” which will make the website look simple yet attractive that will be easier for
the different individuals to search and understand the main goal and work of the company
successfully (Puranen, 2018).
Thirdly, producing the value rich and long content is the other aspect which needs to
be implemented in the website of Oxley Estate winery wherein the quality backlinks are the
key elements which needs to be adopted for the fast searching among the different customers
(Belarmino& Koh, 2018). Moreover, there can be incorporation of different kinds of videos
and images which will be detailed as for making customers understand the process of the
winery and it will be making them efficient. The quality backlinks will be helping Oxley
Winery in giving more credit to the websites which will be helpful for customers in finding it

2
MARKETING
easily. It will be making the website more relevant than the others in their results pages in the
search query.
In addition, for improving their followings on Facebook, there can be options for
going live on Facebook that will be enhancing their performance. The creation of viral
content and partnering with the influencer are the two other critical elements which will be
capable of improving their performance in the competitive business environment. Moreover,
the company needs to incorporate the 24*7 customer support service system which will be
beneficial in replying to the different comments of customers which will be making the
approach simpler and unique (Puranen, 2018). Through the incorporation of the 24*7 live
support, it will be easier for the customers to understand the items that will be suitable for
accessing the exclusive benefits.

3
MARKETING
References
Ageeva, E., Melewar, T. C., Foroudi, P., & Dennis, C. (2019). Cues adopted by consumers in
examining corporate website favorability: An empirical study of financial institutions
in the UK and Russia. Journal of Business Research, 98, 15-32.
Belarmino, A. M., & Koh, Y. (2018). How E-WOM motivations vary by hotel review
website. International Journal of Contemporary Hospitality Management.
Puranen, L. (2018). Company website–The effects of visual and text cues one perceived
corporate image.