This report provides a critical analysis of Woolworths' digital marketing strategy, examining its website and social media presence in comparison to its competitor, Coles. It delves into the brand's target audience, current offerings, and positioning within the Australian grocery market. The report evaluates Woolworths' digital campaigns, identifying key failures such as the insensitivity of the Anzac Day campaign, lack of focus on specific social media platforms, and insufficient customer engagement. It then contrasts Woolworths' approach with Coles' more successful multi-channel strategy, highlighting the competitor's customer-centric approach and effective use of YouTube. The report concludes by emphasizing the importance of customer engagement, personalization, and involvement in developing a successful digital strategy, offering valuable insights into the challenges and opportunities within the digital marketing landscape.