Digital Marketing and New Media Assessment for Woolworths Group
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This report discusses the digital marketing and new media assessment for Woolworths Group, including milestones in digital marketing, current target segment, product and service line, types of competitors, critical challenges, media mix, message strategy, budget, and timeline.
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Introduction......................................................................................................................................1 Company background......................................................................................................................1 Milestones in digital marketing..............................................................................................1 Current target segment...........................................................................................................1 Product/service line................................................................................................................2 Types of competitors..............................................................................................................2 Critical challenges currently faced.........................................................................................2 Qualitative description of problems.................................................................................................3 Key problem area 1................................................................................................................3 Key problem area 2................................................................................................................3 Key problem area 3................................................................................................................4 Media mix........................................................................................................................................4 Reasons for selecting Instagram.............................................................................................4 Reasons for selecting Facebook.............................................................................................4 Reasons for selecting Snapchat..............................................................................................5 Reasons for selecting Twitter.................................................................................................5 Message strategy..............................................................................................................................6 Message objectives.................................................................................................................6 Message consistency..............................................................................................................6 Budget..............................................................................................................................................6 Timeline...........................................................................................................................................7 Conclusion.......................................................................................................................................7 Recommendations............................................................................................................................7 References........................................................................................................................................8
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Introduction Digital marketing can be defined as a domain of marketing which makes the use of internet and technical devices to market the products and services of an organisation.Some of the digital channels are the search engines, websites, social media, emails and mobile applications(Kotane, Znotina & Hushko (2019)). Organization chosen is Woolworths group, it is one of the leading international retail supermarket company established in 1924 and headquartered in Australia. The following discussion is based on the company background which includes milestones in digital marketing, current target segment, product and service line, types of competitors and critical challenges currently faced by the company. Discussions are also made on the qualitative description of problems which includes three major problems associated with the organization. Media mix which includes reasons for selecting Instagram, Facebook, Snapchat and Twitter are alsodiscussed.discussiononmarketingstrategywhichincludesmessageobjectivesand consistencyarealsomade.Moreover,thebudgetandtimelinewithconclusionsand recommendations are also covered in the report. Company background Milestones in digital marketing Organisation has a great importance of digital marketing because it has supported the company in maximum sales and revenue generation. Milestones in digital marketing has a perfect example in Woolworths group. This is because the company has maintained its digital marketing techniques and benefited it in a large way. It has helped the organisation in good productivity and creating brand awareness along with a wider reach to the customers. Moreover, the company e uses different techniques of digital marketing such as search engine optimization and Google ads along with the social media marketing and pay per click which is followed by the content marketing and many more. Social media marketing has given the maximum benefit to the organisation by performing the marketing with the help of Facebook and Snapchat along with twitter and Instagram. Current target segment Target customers of the company are large in number based on different classifications of current target segmentation. Company uses the business model of segmentation, targeting and positioning. Segmentation includes the classification of customers based on age and lifestyle 1
along with the location and many more. Targeting includes the specific group of customers on which the company expects to have more sales such as taste and preferences along with the lifestyle of the customers are targeted by the Woolworths group. Talking about positioning, the company has a position at their stores where very nearby customers can easily reach and make the purchase with a good ambience and environment. Product/service line Organization has a good range of product portfolio and services which are offered by them in their own stores. Such as they offer products and services like food items and groceries along with the home appliances and electronics which is followed by the beauty products and baby products as well. initially the company has only started with the food items but as the company has grown with its brand name and loyalty, then they have started the other ranges of products as well. It has helped the organization in good expansion across the world. a large range of product portfolio and services is one of the greatest strengths of Woolworths group offered by them to their target customers. Company also has a game plan of offers and discounts on every alternative day so that maximum customers could get attracted towards them and make their purchases. Types of competitors Competition is one of the greatest threats of the Woolworths group. This is because there is high competition in the retail industry who are offering similar products and services with similar prices and offers and discounts. Therefore, comparators are also gaining the equal brand awareness and loyalty from the customers. Therefore, there are different types of customers the companies have such as in the grocery market, beauty products market, food products market and many more. List of competitors the companies have are Walmart, Amazon, Tesco, eBay and many larger organizations who are giving the tough fight to the company. Critical challenges currently faced Woolworths group is facing the critical challenges on a current basis. Such challenges are mainly from the employee management and customer Management. The reason being that the technicalteamoftheorganizationarenotabletomanagetheirtechnicaldevicesand coordination with the employees and customers. Digital marketing is one of the key areas where the company needs to focus and target upon. Although the company is good in digital marketing 2
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and are performing better in the internet world, still the expertise and specialized persons are lacking to manage. This is because a company is lacking in its employee and customer relationship management. These are the challenges the companies currently facing and are highly required to look upon on a priority basis. Qualitative description of problems Key problem area 1 ThisisthefirstproblemareawhichtheWoolworthsgroupisfacing.Employee management in terms of digital marketing is a major problem which the company has to resolve on the priority basis. The problem is basically based upon the people who are managing the digital marketing department of the organization. Expertise and specialized persons in the digital marketing domain of the company work well initially when they start working. But now they are inefficient and ineffective in working with the digital marketing of the organization. The reason being is the effective and efficient management of employees within the company. Company is lacking in employee satisfaction and employee retention techniques. This has resulted in the inefficiency in function of the digital marketing domain which hinders the overall marketing of the organization(Chaffey & Ellis-Chadwick (2019)). Key problem area 2 This is a second problem which the Woolworths group is facing. Customer relationship management is also one of the major problems which the organization has to resolve on an urgent basis. This is because due to the lack in employee management there is a lack in operationsofdigitalmarketing.Therefore,itishamperingthefunctioningofcustomer relationship management. Hence the company is lacking in customer loyalty and customer retention and also losing the long-term relationship with the customers because of the bad feedback and no revert on time.Continuous interaction with the customers are important for the organization so that the company can measure the demand and supply along with the profit and revenues. This can only be possible with the digital marketing techniques so that wider reach could be gained by the company. Therefore, customer Management is another key problem of the Woolworths group(Tafesse & Wien (2018)). 3
Key problem area 3 This is the third problem which the Woolworths group is facing. Operations management is also another major problem which the organization has to resolve on an immediate basis. Initially the company has used the operation management technique of total quality management and logistics management. They were working well with these methodologies but due to the lack of time management technique of operations, the company is suffering delay in its functioning timings along with the supply chain management. This can only be done if proper database Management and record systems are available within the organization. Technical systems are important for management. There is a great role of digital marketing in this problem. If just in time management is good with an organization, then it is easier for the marketing team to perform digital marketing without any delays and every activity will be on time from customer interaction to the customer feedback. Therefore, it is considered as one of the essential problems to resolve as soon as possible(Jacobson, Gruzd & Hernández-García (2020). Media mix Reasons for selecting Instagram There are several reasons for selecting Instagram in the form of social media marketing within the digital marketing domain for Woolworths group. These are the reasons which the company has experienced personally while using Instagram for digital marketing. Instagram has helped Organization in connecting with the customers across more than one channels for better communication flow among the stakeholders of the organisation. Instagram has supported the company in reusing its marketing materials by working smarter rather than harder such as the initial content to make it more attractive and representing in front of the customers. It has also assisted in attracting the engaged traffic by building a community that comes back with time and time again. Moreover, the Instagram has boosted the marketing with the help of attractive and attend the photos to gain attention from the customers(Dwivedi, Rana, Slade & Kizgin (2020)). Reasons for selecting Facebook There are various reasons for selecting Facebook marketing for the Woolworths group. The company has a positive experience with Facebook by performing its marketing function in the form of social media marketing. This is because Facebook is a low-cost marketing strategy which shares the basic information about the business in an attractive manner in front of the 4
customers so that it looks a good representation with attention gaining content. Moreover, Facebook has helped in sharing the pictures and videos from the business along with the interactions flow and talking to the existing and potential customers about the production and services offered by the organization. Furthermore, Facebook provides the customer support by raising the brand awareness and promotes the positive word of mouth. Facebook has supported the company in target advertising by offering The deals through Facebook places so that the Facebook and steer traffic to the website(Bormane (2019)). Reasons for selecting Snapchat There are many reasons to use Snapchat as a marketing tool by the Woolworths group. Snapchat is one of the social medias where people share pictures which are clicked immediately and also communicate while texting each other. Snapchat has helped the company in driving its traffic within its website. Snapchat has boosted the engagement with various stakeholders of the organization by creating and building the brand awareness of the company. Snapchat has connected the younger demographic and attracted new followers for better sharing of knowledge about the brand and the products offered by the company. Moreover, it helped in influencing the purchase of another way to consume the content. It has helped in building trust by proving that the company is cool in using all such new social media tools(Rohm, Stefl & Saint Clair (2019)). Reasons for selecting Twitter There are a variety of reasons to select Twitter as a marketing tool for the Woolworths group. By creating and posting the advertisement on Twitter, brand awareness is increased with the help of such activity. Company has kept the latest trends in the industry by promoting the block content and videos along with the presentations. This has boosted the company's website with the help of search engine optimization techniques. Twitter drives the website traffic of the company by getting instant feedback about the product and services offered by the company and used by the customers. It has increased the reach and also positively impacted the public relations initiatives of the company. Company has gained real time competitive intelligence by monitoring their brand reputation. Moreover, Twitter has supported the company in recruiting so that they can connect directly with the potential employees and can gain the direct access to high profile individuals(Cowley, Humphrey Jr & Muñoz (2021)). 5
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Message strategy Message objectives Message strategy is the technique in digital marketing which relates to the content represented in front of the customers so that they can get attracted towards the brand and make purchases. Objectives of the message for Woolworths group are such that the company has the target of conversion and sales through message strategy in order to gain commercial success. Another objective is consideration where the evaluation is done if the product meets the needs of the customers. Awareness is also one of the objectives which is associated with the wider reach to the audience. Retention is also the objective which enables to establish customer engagement. Employee engagement and operations management are also the objectives set by the organisation in its message strategy(López García, Lizcano, Ramos & Matos (2019)). Message consistency Message consistency is all about the brand consistency and consistent quantum along with the consistent effort performed by the Woolworths group in the domain of digital marketing with an organization. It is all about delivering the message in the manner which confirms the brand identity and values along with the strategy of the brand. Moreover, it is related with the content and associated with the brand products and services. All such techniques require efforts which are done by the employees who are involved in the digital marketing functioning of the organization(Langan, Cowley & Nguyen (2019)). Budget Budgeting regarding the digital marketing techniques for Woolworths group is estimated according to the needs and requirements of cost related with the social media marketing such as Instagram and Snapchat along with the Facebook and Twitter. The average budget set ranges from $35000 to 145000 Dollars per year. This is the heavy budget when in depth digital marketing is being done for the organization. But for basic digital marketing, the budget set is 90 dollars to 250 dollars per hour. 3500 dollars to 10000 dollars per month estimation of budget is done. Moreover, estimation of per project is also done that is around 4500 dollars to 7000 dollars (Melović, Jocović, Dabić & Dudic (2020)). 6
Timeline Digital marketing plan in the form of social media marketing requires at least three to four weeks in order to set up the whole procedure of continuous marketing within the organization. Such as it takes some steps to cover these weeks for frequent marketing techniques.By launching the campaign landing page along with the deployment of email blast are the initial steps. distributing public relation materials and publishing and scheduling the blog distribution are the further steps. Publishing and scheduling the social media post and updating the social media handles are the and steps which are done in the last three days of the total timeline period (Kingsnorth (2019)). Conclusion It is concluded that digital marketing is an important concept to learn and study so that its applications can be applied in real world organizations. This is because nowadays technology is updating day by day and therefore survival of business cannot be expected without technical marketing. Hence it is important to analyze the company background to gain in-depth knowledge about it. It is necessary to determine the qualitative problems from the organization in order to resolve through digital marketing. it is essential to examine the different reasons for selecting different social medias for marketing.It is significant to gain knowledge about message strategy which includes content marketing. It is crucial to assess the budget and timeline discussion for the same. Thereby this report covers all such areas in order to understand the concepts of digital marketing. Recommendations By considering the three problem areas of Woolworths group, it is recommended that the organisation must create the smart goals which state specific, measurable, attainable, realistic and time bound goals. It is also recommended to track the meaningful metrics in order to create the audience personas. Moreover, it is suggested to conduct competitive analysis and use social media listening in order to look for imposter accounts and decide which network is safe to use. It is also suggested to start using the employee management and customer Management strategies along with the operations management strategies specifically the just in time management. 7
References Books and Journals Bormane, S. (2019, May). Trends in the development of integrated marketing communication in the context of digital marketing. InSOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference(Vol. 6, pp. 84-95). Chaffey, D., & Ellis-Chadwick, F. (2019).Digital marketing. Pearson uk. Cowley, S., Humphrey Jr, W., & Muñoz, C. (2021). Industry Certifications in Digital Marketing and Media Education: An Examination of Perceptions and Use Among Educators.Journal of marketing education.43(2). 189-203. Dwivedi, Y. K., Rana, N. P., Slade, E. L. & Kizgin, H. (2020). Editorial introduction: Advances in theory and practice of digital marketing. Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers?.Journal of Retailing and Consumer Services,53, 101774. Kingsnorth, S. (2019).Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. Kotane, I., Znotina, D., & Hushko, S. (2019). Assessment of trends in the application of digital marketing.Scientific Journal of Polonia University.33(2). 28-35. Langan, R., Cowley, S., & Nguyen, C. (2019). The state of digital marketing in academia: An examination of marketing curriculum’s response to digital disruption.Journal of Marketing Education.41(1). 32-46. López García, J. J., Lizcano, D., Ramos, C. M., & Matos, N. (2019). Digital marketing actions thatachieveabetterattractionandloyaltyofusers:Ananalyticalstudy.Future Internet.11(6). 130. Melović, B., Jocović, M., Dabić, M., & Dudic, B. (2020). The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro.Technology in Society,63, 101425. Rohm, A. J., Stefl, M., & Saint Clair, J. (2019). Time for a marketing curriculum overhaul: Developing a digital-first approach.Journal of Marketing Education.41(1). 47-59. Tafesse, W., &Wien,A. (2018). Implementingsocialmediamarketingstrategically:an empirical assessment.Journal of Marketing Management.34(9-10). 732-749. 8