Haigh's Chocolates: Digital Marketing Strategy

This assignment analyzes the digital marketing strategies implemented by Haigh's Chocolates. It examines their use of social media platforms like Facebook and Twitter, highlighting the benefits of these channels for brand awareness, customer engagement, cost reduction, and reaching a wider audience. The document also discusses the impact of e-commerce on traditional retail models and how Haigh's has successfully integrated online sales with its brand platform.

Running head: DIGITAL MARKETING
Digital Marketing
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4. Haigh’s experiences a strong brand awareness in Australia, and has gained this through
strong word of mouth promotions that came about because of its excellent products and service.
They boast of a good brand recall and recognition because of a unique, favorable and strong
brand image (Kohler 2013). To make sure there is continued engagement with the customers,
Haigh’s invests in having a rich online presence to serve their primary marketing objective and
also allow their customers to shop online. This method has helped Haigh’s in not only having a
good sales increment, but also promoting the company to a wider range of clients and developing
the effectiveness of their distribution methods. Social media is used by Haigh’s for product
promotion, customer engagement, reduction in marketing costs and in a short time reach a wider
group of clients (Haighschocolates.com.au 2017).
With the advent of e-commerce and social media, the traditional bricks and mortar
retailing came under fire. With this situation, Haigh’s moved to servicing its customer base
through the social media channels like Facebook, Twitter and so on. With their social media
solution Haigh’s got hold of a new seamless revenue stream that integrated with their brand
platform. With rigorous customer research in place, their Facebook and Twitter pages culminated
into a truly responsive user interface that brought in more attention to the brand, all the whole
remaining true to their heritage. These pages acted as a steady revenue stream, which had their
infrastructure and analytics in place so that there is no lack in providing Haigh’s with the
required functionality and information to further broaden and better their services, customer
experiences, reach and comprehend the revenue potential of these social media platforms. Their
own website is a tease for people with a sweet-tooth (Smith 2013).
Haigh’s first started out with Facebook, moving on to Twitter later. Facebook should be
on top of the list for Haigh’s. Facebook has the largest number of audience, but Twitter has the

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younger demographic. Therefore, it comes second after Facebook. Another reason for why
Facebook comes before Twitter is that for every one million Twitter followers there were 300
interactions when in case of Facebook it is 700 interactions. The key is that Facebook content
has more lifespan than a Tweet, which needs multiple tweeting (Humphrey 2015).

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References
Haighschocolates.com.au. 2017. Home page - Haigh's Chocolates. [online] Available at:
https://www.haighschocolates.com.au/ [Accessed 3 Sep. 2017].
Humphrey, M. 2015. Forbes Welcome. [online] Forbes.com. Available at:
https://www.forbes.com/sites/michaelhumphrey/2015/02/22/social-media-and-the-oscars-when-
facebook-can-be-better-than-twitter/#16c815bb6499 [Accessed 3 Sep. 2017].
Kohler, A. 2013. A family of chocoholics. [online] Theaustralian.com.au. Available at:
http://www.theaustralian.com.au/business/business-spectator/a-family-of-chocoholics/news-
story/cfe060f189c7b29a4e4cbf5d571dd8d6 [Accessed 3 Sep. 2017].
Smith, P. 2013. Chocolatier Haighs considers virtual doors. [online] Financial Review.
Available at: http://www.afr.com/business/retail/chocolatier-haighs-considers-virtual-doors-
20130325-ji2ks [Accessed 3 Sep. 2017].