Marketing Assignment: Digital Marketing Strategies and Analysis

This assignment analyzes the marketing strategies of The Smith Family, focusing on their digital marketing efforts to support disadvantaged children in Australia. It examines how the organization utilizes social media platforms like Facebook and Twitter to attract donors and increase community engagement. The assignment also explores the marketing approaches of Billabong, highlighting their website's informational content and its impact on consumer engagement. Furthermore, it compares the digital marketing strategies of Nestle and Peter’s Brand, evaluating their promotional campaigns and website content to determine their effectiveness in reaching target audiences and promoting products. The analysis emphasizes the importance of content-based advertising, website organization, and the integration of news and activities to maintain consumer interest and drive sales in the digital marketing landscape.

Running head: MARKETING
MARKETING
Name of the student:
Name of the University:
Author Note:

MARKETING 1
Contents
Activity 1: 2
Activity 2: 4
References: 6

MARKETING 2
Activity 1:
The Smith Family has been found to come up with a new marketing strategy in order to
widen its community among the Australian children in order to give them better education and
life support to the disadvantaged children. The organisation also focuses on digital marketing but
the main intension always remains to get the best return of their investment. It has been evident
that the Smith Family has been engaged in the digital marketing platform where their marketing
activities are also spread throughout the social media networks like Facebook and Twitter
(Thesmithfamily.com.au 2017). The main idea behind this particular activity is to attract as many
consumers as possible and to get as much amount of donation or contribution from the target
group of people. This is the unique way of getting return of the investment made by the
organisation. This way the organisation is able to get many consumers who could directly
contribute towards the charity and in turn the organisation will be benefited. The donors can be
easily targeted with the help of the social media (Thesmithfamily.com.au 2017). In fact, there
remained the scope of increasing the community for the organisation that would eventually lead
to the situation when the organisation will be automatically benefitted from the overall marketing
activities. This is indeed a unique marketing and advertising strategy that they are seeking that is
creating a positive result in the overall activities over the organisation. The success of the
organisation is known to all and its marketing strategy can be given the credit for it.
As evident, Billabong offers huge information to the visitors of the website related to the
type of activities that the company is engaged with. However, the company has not been found to
get engaged with the promotion of the products that the company sells. This can be regarded as a
negative aspect of the marketing process as carried on by the organisation (Chaffey et al. 2013).
However, it has to be understood that one of the important criterion of the digital or the website

MARKETING 3
based marketing is content based advertising. In such cases, when the consumers search about
the particular sports or activities, Billabong comes up with the information related to these. This
is when the visitors can be able to know about the particular product. In addition to this, when
the information is found to be effective enough for the visitors or the consumers, there remains a
chance that they would automatically direct their way to the products available in the particular
website. In this way, a relationship is created between the consumers and the company. This in
turn will automatically lead to the situation where organisation will be able to market their
product directly to the consumers (Armstrong et al. 2015). In fact, this can also be considered as
a unique way of marketing the products and target the right group of people because people will
be searching about the sports or events and then would redirect their search to the particular
product.

MARKETING 4
Activity 2:
The last news published on 21st August in the website of Nestle gave good news to the
Lolly lovers because Allen’s Green Frogs were found to return back to the stores with the whole
Frog Family with them; the wait of the Lolly fans were over. From the website of Peter’s Brand,
it has been found that Barney Banana is the new product that the company has launched in the
recent time (Peters.com.au 2017). The promotional campaign that has been undertaken by this
company is related to the quality of product and focus has been made on anti-allergen and the
nutritional facts about the product in order to promote about the product (Nestle.com.au 2017).
In both the cases the target group of people for the product are the ice cream lovers
between the age groups of 20 and 45 years. In this respect, it has to be mentioned that the
products that are sold by Peter’s are mainly targeted to the children or those who are more
concern about their health (Peters.com.au 2017). The packages or the ads that pop out whenever
the website is opened clearly gives the indications that the products are full of nutrients and are
best in quality. Thus, the advertisements are for this particular group of segment only. These
products are aimed at the retail sectors. If the case of Nestle is taken into consideration, it has
been found that the web page is very much organised and any visitor of the web page can easily
get all kinds of information available at the website or the web page (Nestle.com.au 2017).. On
the other hand, when it comes to the web page of Peter’s Brand, it has been found that the page is
mostly filled with the images of the products of the company rather than any kind of information.
Moreover, when it comes to Nestle, it has been found that the website also include news and
activities related to the brand or the product that is completely absent in case of Peter’s. Thus,
there arise certain questions related to the promotional activities as carried on by Peter’s.

MARKETING 5
Reading Mooney and Slobodian (2016), it has been evident that when it comes to digital
marketing or web page marketing, it is very important to carry out different types of activities
through the web page in order to keep the consumers updated on any kind of information and at
the same time keep promoting their products and services. Similar things have been rightly
observed in case of Nestle but it is missing in the web page of Peter’s. In such cases, it can be
clearly stated that the website of Nestle will be more successful in terms of marketing but the
similar situation would not be effective enough for Peter’s (Ryan 2016). Thus, it is recommended
that this particular page needs to be taken care of and more information related to the brand has
to be included that would serve as a means of marketing the product.

MARKETING 6
References:
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing, 3(4), pp.294-303.
Nestle.com.au 2017 Allen’s makes it oh so easy to be green! Available at:
http://www.nestle.com.au/media#itemPerPage=20 Accessed on: 29-8-2017]
Nestle.com.au 2017 Nestle Available at: http://www.nestle.com.au/ Accessed on: 29-8-2017]
Peters.com.au 2017 Peter’s Available at: http://www.peters.com.au/brands/ [Accessed on: 29-8-
2017]
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Thesmithfamily.com.au 2017 About us Available at: https://www.thesmithfamily.com.au/get-
involved/partnerships/corporate-social-responsibility Accessed on: 29-8-2017]
Thesmithfamily.com.au 2017 Our People Available at:
https://www.thesmithfamily.com.au/about-us/our-people Accessed on: 29-8-2017]