Digital Marketing in the Modern Age: Woolworths and 2degrees Analysis

This report provides a comprehensive evaluation of digital marketing strategies employed by Woolworths Limited and 2degrees in the context of the digital age. The introduction establishes the importance of marketing in the digital landscape and introduces the two companies, highlighting their differences in size, scope, and business objectives. The main body delves into how digital technologies, including social media, SEO, AI, and analytics tools, are integrated into the marketing strategies of both companies. The analysis explores how these technologies influence consumer behavior and contribute to business growth. For Woolworths, the report examines the use of new analytics tools, social media marketing, and augmented reality apps. For 2degrees, it analyzes the use of SEO, AI, and big data for customer insights and the impact of analytical marketing. The conclusion summarizes the key findings, emphasizing the importance of digital marketing strategies for reaching consumers, creating value, and achieving sustainable growth. The report also includes a list of relevant references from books, journals, and online sources.

Marketing in a
Digital Age

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Evaluation of digital technologies in marketing strategy of various organisation in context of
digital technology's influence of behaviours of consumers and best growth practices...............1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is a business activity to create, communicate, deliver together with exchanging
offerings which are more valuable for partners, customers and society as whole (Palmatier and
Steinhoff, 2019). It has become enhancing difficult science which stretches organisational
abilities for navigating journey of customers effectively. In digital age, marketing is all about
advertising for customers by using different channels including direct mail, social media
platforms, leaflet dropping and many more. To understand about marketing in digital age,
Woolworths Limited and 2degrees are the selected companies. These company differ from each
other in terms of size, scope, supply of goods, business purpose and type. The present report
includes introduction of company and critical evaluation about the ways businesses applied
digital media in their integrated marketing strategy to create values for targeted consumer
markets along with best growth practices.
MAIN BODY
Evaluation of digital technologies in marketing strategy of various organisation in context of
digital technology's influence of behaviours of consumers and best growth practices
Digital technology refers to electronic tools, devices and resources which generate, store
and process information (Selwyn, 2016). When digital technology are used in marketing
strategies then an organisation effectively increases its reach to wider market and continue to
elevate the brand for meeting customer experiences. In different companies, digital technology is
applied to integrate marketing strategy so to create values for targeted customer market as well
as best growth practices. Following are the companies and the evaluations of ways they apply
digital technology within integrated marketing strategies for the purpose of value creation
addition to best practices to grow:
Woolworths Limited
It is largest grocery organisation whose headquarters are established in Auckland, new
Zealand since 1949. The entity have employee size of around 21000 that work on the mission of
delivering best in quality, convenience and values for customers. Purpose of business is to create
better experiences for better future, creating framework about the ways its aspire to operate and
becoming better for team, customers and communities that it serve.
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As per Chanthadavong (2019), it has been evaluated that Woolworths Limited believes in
implementation of technology such as new analytics tool that positively helps in restoring sales
momentum. In its integrated marketing strategy, digital technology is applied through
transforming entire IT team as well as elevating status in business from long term support role
which leads agents to change practices in the manner that create maximum values for targeted
customer markets. Moreover, bringing new technology together with enhancing its
understanding about customer analytics tool are used to reach towards new growth era that assist
it to make progresses in transformation projects of supply chain. Integration of digital technology
in integrated marketing strategy such as social media marketing benefits the organisation to offer
instant connections to targeted customer market and solving issues through social media chats
results on creating high values and improving awareness about sales as well as promotions in
faster manner. Through this, the entity is able to garner new traffic, sales and leads that positive
impact on reaching people that are looking towards its offerings. Digital technology plays crucial
role in integrated marketing strategy as it helps in reaching towards dozens of population and
creating accurate values that they are expecting (Fernando, Jabbour and Wah, 2019). It further
allows the firm to compete with other corporations and improve customer base. It also benefits in
maximising connections with the target audiences, for example, augmented reality apps are
developed and used in marketing strategies which shows customers the ways products look in
space and even approximate them on person which assist in creating values for shopping
experiences.
For future practices of growth, it have accelerated cost reduction initiatives as well as are
driving greater efficiency via Mercury 2. From, this, it is evaluated that application of digital
media in integrated marketing strategy, managers of the Woolworths Limited handles public
relations and digital to develop new values for customers and meeting their satisfactions
promptly which help the company to manage its practices for future growth. In fact, it may result
in leading towards more conversions and achieving growth aspects. Moreover, execution of
further cost reduction initiatives in business will be one of important emphasis for FY15 and
beyond. It has been reported by the company that from the implementation of digital media in
integrated market strategy, it managed to increase sales volume through 1.8 percent to AU$32.4
Billion which is seen as slow performance resulting to negative impacts in achieving growth
(Taherdoost, 2018).
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2degrees
It is telecommunication provider whose headquarters are located in Auckland, Mew
Zealand. The company was established in 2001 with the mission of making sustainable business
happen at scale. The products of entity are GSM and UMTS (3G) LTE (4G) mobile networks as
well as retail. It have around 1014 employees and rank position of 1st among top competitors. Its
digital platform makes things possible for organisation to work together as well as take
measurable actions to deliver progresses against sustainable commitments addition to targets.
Digital marketing strategy provides a foundation to managers of 2degrees for all of the
key online promotional activities (Russo and Simeone, 2017). In case with the company, it is
evaluated that it have been using Search Engine Optimisation (SEO) strategy for the purpose of
growing quantity as well as quality of website traffic through enhancing visibility of web page to
users with the aim of creating values for targetted markets. The company have integrated digital
technology of Artificial Intelligence in its marketing strategy of Internet marketing that impacts
positively for devising values for targeted consumer market through providing them interesting
channels of interacting as well as learning about its offerings to make connections. The company
have integrated AI as well as big data technology to maximise collection of information about
audiences from distinct platforms and gaining accurate insights so to meet their requirements
with most effective practice. Addition to this, 2degrees have also selected DDB to promote the
brand and making workings better (Venuto, 2019). Through AI and AR, administrators of
2Degrees have applied workings of integrated marketing strategy with digital media through
overlaying computer graphics over customer's real world view. It allows technical team to gain
information related to its products being serviced together with enables support from employees
that are able to watch their views and issues that are faced by particular customer market. In
specific customer market, power of machine learning is used for better understanding purchase
intent. This benefits the company in analysing huge number of search queries and operations
across wide websites so to figure out the duration when population are close to making purchase
as well as surface ads that are most interesting to them. In contrary, Kim (2016) says that AI is
transforming or changing the ways organisation do business and create values. For
telecommunication company that is 2degrees, search engine optimisation strategy have impacted
negatively on connections with audiences. Moreover, AI is transforming customer related
services for digital marketers as machines and computers work without emotions and they
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process queries based on the information within them that reduces personalisation and
connections with targetted consumer markets and company resulted in limited creation of values
for them. Furthermore, AI affects digital marketing through cutting costs.
For best growth practices, administrators of 2degrees created marketing strategies which
appeal to multiple potential consumers as well as solve plethora of challenges. For this, the
organisation have applied analytical marketing that assist in evaluating data derived from
campaigns related to marketing from distinct channels. From this practice, it is evaluated that it
turns out organisational practice of customer centred approach as best practice of market growth
and becoming more proactive (Cross and Singer, 2019). It involves solutions which performs
data addition to statistics which enables managers to devise and score predictive models on the
basis of variables that leads to positive outcomes. In contrary, it is also evaluated that analytical
marketing results in overestimation for customer needs and misidentification that they are met. It
may also look towards the ways overall marketing is developing that gives some idea to 2degrees
about range of opportunities. When analysing discourage practices then it is biggest limitations
of growth practice.
CONCLUSION
From the report, it is concluded that digital marketing is new era to promote
organisational products through internet and online means based in digital technologies for
reaching towards consumers. It includes all types of marketing efforts which utilises internet and
other electronic devices. The digital marketing strategies that are used by organisation are social
media marketing and search engine optimisation in order to create values for targeted consumer
markets as well as best practices for growth. Social media marketing ensures generation of
values for wider audiences or markets of company, makes more inbound traffic, improves search
rankings, better customer satisfaction and more brand authority. Similarly, search engine
optimisation strategy ensures companies to build successful business in internet. It targets quality
traffic, gains more clicks or responses than other digital marketing strategies, assist in public
relations and help managers to move ahead of competition.
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REFERENCES
Books and Journal:
Cross, J., & Singer, E. J. (Eds.). (2019). Cationic surfactants: analytical and biological
evaluation (Vol. 53). CRC Press.
Fernando, Y., Jabbour, C. J. C., & Wah, W. X. (2019). Pursuing green growth in technology
firms through the connections between environmental innovation and sustainable
business performance: does service capability matter?. Resources, Conservation and
Recycling. 141. 8-20.
Kim, J. S. (2016). An extended technology acceptance model in behavioral intention toward
hotel tablet apps with moderating effects of gender and age. International Journal of
Contemporary Hospitality Management.
Palmatier, R. W., & Steinhoff, L. (2019). Relationship marketing in the digital age. Routledge.
Russo, C., & Simeone, M. (2017). The growing influence of social and digital media. British
Food Journal.
Selwyn, N. (2016). Digital downsides: Exploring university students’ negative engagements with
digital technology. Teaching in Higher Education. 21(8). 1006-1021.
Taherdoost, H. (2018). Development of an adoption model to assess user acceptance of e-service
technology: E-Service Technology Acceptance Model. Behaviour & Information
Technology. 37(2). 173-197.
Online:
Chanthadavong, A., 2019. Woolworths eyes new technology for next phase of growth. [Online].
Available through: <https://www.zdnet.com/article/woolworths-eyes-new-technology-
for-next-phase-of-growth/>
Venuto. D., 2019. 2degrees chooses DDB to tell the brand story. [Online]. Available through:
<https://stoppress.co.nz/news/2degrees-chooses-ddb-tell-its-brand-story/>
Woolworths Limited. 2020. [Online]. Available through: <http://www.woolworthsnz.co.nz/>
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