Digital Marketing and Communication Report: Aston Club Analysis

This report delves into the digital marketing strategies employed by the Aston Club, focusing on two key tools: social media (specifically Facebook) and mobile marketing, including QR codes. The report provides an overview of each platform's history, its business objectives, implementation strate...Read More

Running head: DIGITAL MARKETING AND COMMUNICATION
Digital Marketing and Communication
Name of the Student
Name of the University
Author Note

1DIGITAL MARKETING AND COMMUNICATION
Executive Summary
The following report serves the purpose to develop an understanding of two digital marketing
tools and platforms that are most commonly found in today’s business environment. The report
discusses on the marketing tools and platforms that the company chosen here that is the Aston
Club. The report elaborates on the digital marketing tools that have been used by this company to
meet its needs. The advantages and the disadvantages of using these tools have also been
discussed. There have been recommendations suggested also on the report. The report concludes
with a summary of the marketing tools that are being used.

2DIGITAL MARKETING AND COMMUNICATION
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
Digital Marketing Platform/Tool #1:...........................................................................................4
History of the platform/Tool....................................................................................................4
Business objective that will be fulfilled...................................................................................4
Implementation of the platform/tool........................................................................................5
Measuring Success...................................................................................................................6
Digital Marketing Platform/Tool #2:...........................................................................................7
History of the platform/Tool....................................................................................................7
Business objective that will be fulfilled...................................................................................7
Implementation of the platform/tool........................................................................................7
Measuring Success...................................................................................................................8
Recommendations........................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

3DIGITAL MARKETING AND COMMUNICATION
Introduction
Digital marketing refers to an umbrella term for marketing of the products and the
services using the digital technologies that are found mainly on the internet, mobile phones,
display advertising and other digital mediums. The various digital marketing techniques include
search engine optimization, search engine marketing, content marketing, and influencer
marketing campaign marketing, e-mail direct marketing, e-books and many more. Digital
Marketing enhances the engagement of the digital marketing customers and allows them to
interact with the brand with the help of servicing and delivery of the digital media (Armstrong et
al. 2015). The users who have the access to the internet can use the digital mediums such as
Facebook, YouTube, Forums and Emails. The Aston Club Pty. Ltd is the company that builds up
and designs the mobile application software (console.astonclub.com.au. 2017). This application
makes it easier for the consumers and the customers to pay out their bills regarding the food and
the beverages. The respective Company was established in Cremorne in Australia in the year
2013. The audit shows the different digital marketing tools and platforms that can be used. The
digital marketing platforms that are stated are the use of the social media, websites and e-mail
marketing. The Aston Club employs a variety of digital marketing proposals for the purpose of
consumer commitment. The company is runs a highly incorporated digital marketing campaign
where all proposals work in close partnership rather than as silos. The organization ensured that
it recognized channels that were driving business impact and performance. Then it uses cross-
channel attribution modelling and technology to recognize the impact of each channel on one
another (Chaffey, Smith and Smith 2013).

4DIGITAL MARKETING AND COMMUNICATION
Discussion
The discussion comprises of the marketing tools and platforms used by the Aston Club.
The report elaborates on the digital marketing tools that have been used by this company to meet
its needs. The advantages and the disadvantages of using these tools have also been discussed.
Digital Marketing Platform/Tool #1:
The first digital marketing tool that has been chosen is the social media platform. The
social medium platform that has been applied to the company helps to amplify the services that
are being provided to them. This is also used to attract customers through the social media. The
Company uses this platform to continue the engagement with the existing customers and the new
customers (Chaffey and Ellis-Chadwick 2012).
History of the platform/Tool
The digital marketing tool to be used is the social media that is Facebook. Facebook is a
for-profit corporation in America and an online social and social marketing service based in
California. Mark Zuckerberg launched it on the 4th of February 2004. A large variety of
desktops, laptops, tablet computers and smart phones can access Facebook over the internet and
mobile networks (Hays, Page and Buhalis 2013).
Business objective that will be fulfilled
The registration to the platform allows the user to create a user profile indicating their
name and other details. To market the business of Aston club on Facebook one needs to
understand the unique opportunities and the difference from the other media. The marketing on
Facebook should be different from the marketing on radio or television. Facebook should not be

5DIGITAL MARKETING AND COMMUNICATION
used as a ‘hard sell’. Facebook is a space to have social fun where individuals chat with their
friends, check out photographs and videos and use it as a medium for relaxation.
Implementation of the platform/tool
The Aston club needs to use this digital marketing tool as a means to attract people and
engage them in conversations about the Company. The Company should become a part of the
neighbourhood rather than being a production stranger who tries to sell their service forcefully
(Ryan 2016). The hard sell tactics that are to be used are the advertising slogans, updating posts
regularly about the services that Aston club provides the customers with and the provision of the
features of the application software that the Company has launched that will be isolated from any
other related conversation (Scott 2015). There should be creation of a post every morning
featuring the special for the day using a coupon code so that the sale can be easily tracked to
Facebook. The posting of a daily photograph that features a faithful customer who is using the
application software. The encouraging and engagement of the users to post their own photos
while availing the service of the company at restaurants and cafes. Unlike the traditional media
like the magazines and the television or other online media platforms the social media is
assembled around frequent updates. There should be posts by the Company regularly. The users
on Facebook check their page at least once a day. Hence, the need arises that the Company
regularly posts new materials on their page. The main agenda is to post whenever the company
has any interesting content and also to judge how often the audience wants to hear from the
Company. The Company should encourage the users on Facebook users to respond to the posts
by the Company that is the Aston Club. The users should post their own comments about the
Company or a topic that is of interest to both the Company and the customer. Pictures and videos
are the main elements of the appeal of Facebook (Hansson, Wrangmo and Solberg Søilen 2013).

6DIGITAL MARKETING AND COMMUNICATION
The followers of the page of the Company on Facebook should appealed by the page and feel
entertained and engaged. There should be games, surveys, contests and offers.
Measuring Success
According to recent research, it is seen that discounts and giveaways are the most popular
reason for the consumer to follow a Facebook page of a certain business. Facebook may also be
used as a device for the distribution of the customer surveys but the surveys should be short in
nature. There should be provision of a survey link that the users can click on, ignore or share
with their friends (Mariani, Di Felice and Mura 2016). There are the click through rates on
Facebook that are for the general display advertisements. The fans of the business are also
calculated through the click through rate. The total number of clicks on a particular post is
divided by the number of fans who would have seen the post (a number that is adjusted to take
into consideration that not each fan is online on Facebook all day) helps to calculate the number
of fans a brand has. The nurturing of the relationship with the other Facebook users will take
time and hence patience is required. The new users should be engaged in sincere conversations
by providing them with useful content and developing rewards for the loyal customers to enable
fostering of positive relationship. The Company should promote its page on Facebook so that the
social media works along with the traditional marketing methods. The Facebook address should
be provided on the letterhead of the company, the business card and the website, in store, in the
advertisements and in the email signature. The Facebook insights can enable the company to
know about the people who are choosing to like the page of the Aston Club (Belch et al. 2014).
After this, the posts and offers can be tailored to meet the needs and interests of the consumers.

7DIGITAL MARKETING AND COMMUNICATION
Digital Marketing Platform/Tool #2:
The second digital marketing tool that has been chosen is ‘mobile marketing’. This
strategy includes the usage and the development of a QR code.
History of the platform/Tool
The QR codes are 2D matrix barcodes also referred to as the Quick Response Codes
(Cata, Patel and Sakaguchi 2013). These are similar to the standard bar codes that appear on the
all the products but the QR codes have more information stored in them than the traditional
barcodes. The Aston Club Pty. Ltd is a company that expands and designs the mobile application
software. This function makes it easier for the consumers and the customers to pay out their
statements regarding the food and the beverages. The QR code works by merely scanning the
code with the mobile that has a camera and a QR reader application.
Business objective that will be fulfilled
These applications are downloaded free on the smart phone platforms. After the code has
been scanned, it is translated into actionable information. The codes have to be integrated in
conference displays, event displays, print advertisements, business card, brochures, posters,
mailers and flyers of the Company. The code is user convenient and environmental friendly in
nature. The QR codes cost nothing to produce and their use is only limited by the marketing
strategy of the Company.
Implementation of the platform/tool
The mobile marketing is the multi-channel online marketing device that helps to reach a
definite audience on their smart phone, tablets and other related devices through the websites.
The marketers of the Aston Club should aim to optimize the visibility of the application in a

8DIGITAL MARKETING AND COMMUNICATION
store that will maximize the number of the downloads. This practice is called as the App Store
optimization. The high quality of the mobile app development is essential to obtain the strong
position in the mobile app store (Persaud and Azhar 2012).
Measuring Success
The company can also offer location based services to send customized advertising and
other information to the customers. The cell phone network service provider will get the location
from the GPS chip built in the phone and the trilateration based on the strength of the signal of
the closest cell phone towers. Mobile Marketing uses several tools to increase trade. SMS
marketing is a powerful mobile marketing tool that is often overlooked. The SMS marketing
messages are read quickly and are guaranteed to reach the addressees that has agreed to receive
them (Ström, Vendel and Bredican, J., 2014).
Recommendations
The creation of the content that produces enough traffic and quality content as over the
demand of the consumer is necessary. The first digital marketing tool that is chosen is the social
media platform. The social media platform that is applied to the company helps to amplify the
services that are being provided to them (Tiago and Veríssimo 2014). This is also used to attract
customers through the social media. The Company uses this platform to continue the engagement
with the existing customers and the new customers. The digital marketing tool to be used is the
social media that is Facebook (Kaur 2016). The second digital marketing tool that has been
chosen is ‘mobile marketing’. This strategy includes the usage and the development of a QR
code. The QR codes are 2D matrix barcodes also referred to as the Quick Response Codes. This
application makes it easier for the consumers and the customers to pay out their bills regarding
the food and the beverages.

9DIGITAL MARKETING AND COMMUNICATION
Conclusion
Thereby, the Aston Club is the new mobile phone payments application that changes the
way people are thinking. It is regarded as the quickest, simplest and the safest way to pay the bar
tabs and the restaurant bills. The application allows the choosing of a venue by the customers,
opening of a tab, setting a limit, ordering as usual and closing it. All these actions can be
performed from the phone of an individual. The Aston club is a POS-integrated digital payment
and loyalty platform allows the earning of exclusive awards. The Aston Club employs a range of
digital marketing platforms for the purpose of engagement of the consumer. The company is
running a high integrated digital marketing campaign where all platforms are working in close
partnership rather than as silos. The business ensured that it recognized channels that were
driving business impact and presentation. Then it used the cross-channel attribution modelling
and expertise to recognize the impact of each channel on one another. The purpose of this report
has been served to develop an understanding of two digital marketing tools and platforms that
are most commonly found in today’s business environment. The report discusses on the
marketing tools and platforms that the company chosen here that is the Aston Club. The report
elaborates on the digital marketing tools that have been used by this company to meet its needs.
The advantages and the disadvantages of using these tools have also been discussed. There have
been recommendations suggested also on the report.

10DIGITAL MARKETING AND COMMUNICATION
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Cata, T., Patel, P.S. and Sakaguchi, T., 2013. QR code: A new opportunity for effective mobile
marketing. Journal of Mobile Technologies, Knowledge and Society, 2013, p.1.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing. Pearson Higher Ed.
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
console.astonclub.com.au.(2017). Aston Club Merchant Console. Console.astonclub.com.au.
Retrieved 24 August 2017, from https://console.astonclub.com.au/#/login
Hansson, L., Wrangmo, A. and Solberg Søilen, K., 2013. Optimal ways for companies to use
Facebook as a marketing channel. Journal of Information, Communication and Ethics in
Society, 11(2), pp.112-126.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.
Järvinen, J., Tollinen, A., Karjaluoto, H. and Jayawardhena, C., 2012. DIGITAL AND SOCIAL
MEDIA MARKETING USAGE IN B2B INDUSTRIAL SECTION. Marketing Management
Journal, 22(2).

11DIGITAL MARKETING AND COMMUNICATION
Kaur, J., 2016. Facebook-as a marketing tool. ACADEMICIA: An International Multidisciplinary
Research Journal, 6(4), pp.215-221.
Mariani, M.M., Di Felice, M. and Mura, M., 2016. Facebook as a destination marketing tool:
Evidence from Italian regional Destination Management Organizations. Tourism
Management, 54, pp.321-343.
Persaud, A. and Azhar, I., 2012. Innovative mobile marketing via smartphones: Are consumers
ready?. Marketing Intelligence & Planning, 30(4), pp.418-443.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John
Wiley & Sons.
Ström, R., Vendel, M. and Bredican, J., 2014. Mobile marketing: A literature review on its value
for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), pp.1001-1012.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.