Digital Marketing Strategy for Al Aseel Restaurant

Marketing 1
Digital Marketing for Manager
By (Name)
Name of the Course
Title of the Instructor
Institutional Affiliation

Marketing 2
Al Aseel Restaurant Digital Marketing Concept
Al Aseel Restaurant is an Australian based restaurant specialised at making the best Middle East
Cuisine across Australia. It has managed to establish over six outlets within its thirteen years of
operation (Lamberton and Stephen 2016). The restaurant aims at building its brand and open several
branches all over the world. It is therefore necessary to establish a full proof digital marketing strategy
and concept that will aid in accomplishing this goal. According to a report by E-consultancy, 75% of all
the digital advertisements will be mobile adverts. This is attributed to a 70% growth in mobile data
traffic by the end of 2018. We found that mobile banner advertisement to be the most efficient for Al
Aseel Restaurant.
Mobile Banner Advertisements
By 2019, this is by far the most popular and affordable form of mobile advertisement in
Australia. It normally appears either at the top or bottom of the display screen. It is characterized by 300
× 50 pixels (Scheinbaum 2016). A bulk of the mobile banners can be deployed quickly to a large
population. Mobile banners should be concise, eye-catching and yet not too colourful. Once a user has
clicked on the advert, he/she will be redirected to the restaurant’s website or social media profiles.
Mobile banners are very cheap hence it will greatly cut the cost for the marketing budget for Al Aseel
Restaurant (Kannan 2017).
Cons
Mobile banner advertisements encounter many challenges and obstacles. For instance, majority
of the users develop ‘banner blindness’ syndrome. This is when the users unconsciously develop a
resistance to the form of advertisement. An estimated 22% of the users immediately look for the exit
button once it appears. Mobile banner advertisements require the smartphone user to be online. Double
the number of generalized mobile banner deployment packages needs to be made in order for it to be
just as effective (Shankar 2016).
Market Opportunity

Marketing 3
Around 75% of the digital advertisements will be inclined towards mobile advertisements. In
Australia alone there are an estimated 16.9 million smartphones. The worldwide estimates are around 2
billion. Since 2007, 80% of all the time spent on the internet is spent on social media platforms. Several
social media platforms have sprouted over the last 10 years. Facebook boasts an estimated 1.74 billion
daily active users as of December 2016. (Wedel and Kannan 2016).
We have over 2 billion people being on the internet daily. There has never been any greater
market concentration and information as the one experienced on social media. Social media platform
such as Facebook and Instagram allows the users to input their gender, age, favourite movies, meals or
even their locations. Al Aseel can therefore use this information to design the mobile banners to fit the
preference of people in a particular geographical area. This will increase the probability of people who
click on the mobile banner advert (Jackson and Ahuja 2016).
Based on the research we conducted, at least 5% of all 2 billion people will click on mobile
banner advertisement. Al Aseel should therefore deploy 200,000 mobile banners in order to attain a
target of 10,000 people clicking on the mobile banner advertisement. The 5% is based on the number of
people with a preference to what is being advertised (Hofacker et al 2016).
Potential buyers
Al Aseel Restaurant specializes at making the best Middle East Cuisine. The data base search
would therefore involve identifying people with a preference in Middle East Cuisine across Australia.
Once the target market has been identified, the Al Aseel marketing team is supposed to come up with an
appropriate mobile banner design (Felix, Rauschnabel and Hinsch 2017).
Messages to potential buyers
The message to be relayed on the mobile banner advertisement should be clear and concise.
Messages such as, ‘Ramadan offers now available’ or ‘Christmas offers now available’ can be used.
You will notice that the two messages target both potential Muslim and Christian buyers at different
times of the year (Acar and Puntoni 2016). Furthermore, the prices should also be included on the