Digital Marketing Presentation: Applying Theory to Domino's Success

This presentation analyzes Domino's digital marketing strategies, specifically focusing on the application of collective intelligence theory. It begins by defining digital marketing and the collective intelligence theory, emphasizing how customer involvement and feedback drive marketing success. The presentation then introduces Domino's, detailing its history and innovations, particularly its shift towards online ordering and customer engagement. The core of the presentation applies the collective intelligence theory to Domino's, highlighting how the company uses customer feedback to innovate and improve its services, such as the introduction of online ordering, mobile apps, and location-based delivery. Finally, the presentation provides recommendations for Domino's, suggesting that they prioritize customer needs, optimize SEO, use blogging, and actively implement customer ideas to maintain their competitive advantage in the pizza market. The presentation concludes with a reference list supporting the analysis.

Digital MarketingNAME
INSTITUTION AFFILIATION
COURSE
DATE

Digital marketing theory
 Digital marketing is basically promoting brands to the target customers using digital
advertising mediums.
 Such mediums includes; radios televisions, internet, mobile and other social media marketing
tools (Mooney, and Slobodian, 2016).
 Marketing theories are used to explain customer purchasing behaviors and attitudes
 One of the most common theories is the collective intelligence theory
 The theory holds that groups are better off and more productive than individuals.
 There is a phenomenon known as crowdsourcing.
 The phenomenon entails breaking down big projects into small tasks and assigning the tasks
to a big number of people to complete them.
 Collective intelligence has its roots from this phenomenon
 When crowdsourcing is applied in marketing,, marketers basically involve the customers in
the operations and make them part of their campaigns (Kannan, 2017)
 This is in an attempt to learn more about the customers and respond to their needs
effectively.

Introduction of a real-world
organisation: dominos
 Dominos is an American pizza restaurant
 It was founded in 1960
 Its headquarters are located in dominos farms office park in Ann arbor
 Domino’s was announced the biggest pizza seller worldwide in 2018
 It has branches all over the world
 Their ultimate success is said to have come from their recent innovations
 In 2007, they introduced online and mobile ordering sites for their customers
 They also introduced an online tracker that enables customer to keep track of their order
 Later on in 2011, they introduced the pizza car that can up to 80 pizza, dipping source and 2 liters cans of soda
 Recently, the company has been branded the king of pizza
 Domino ‘s turn to digital marketing begun with the turn to consumer feedback they later launched a program
called think oven which encouraged customers to give their opinions online
 The best idea was awarded with money and later implemented
 The idea was to make an e-commerce company that sells pizza
 This was in an attempt to serve customers best
 Their most recent innovation is additional hotspots to their delivery locations. Customers can get pizza delivery at
a museum or park or even beach (OMI, 2018).

Recommendations for the
organisation
 Collective intelligence has been applied in domino’s company
 They have done this by collecting feedback from their customers
 As one of the largest pizza delivery firm in the world, they have established ways to learn customer
behaviors and attitudes
 One of their latest innovations in dominos is the introduction of more hotspots such that customers are
not required to have physical addresses
 The idea was from a customer, dominos has been involving customers in their innovations actively
 However dominos need to ensure they maintain competitive advantage in the market
 As a senior analysist I would recommend the following to domino’s company
 they should always priotize the customer needs
 Always update the search engine optimization for their new products and services
 Priotize blogging to make more customers know about the product
 They should implement customers ideas to impress them
 Ensure that the online marketing is mobile (Stephen, 2016)
 When they apply the above mentioned recommendations, they will be better in the market. clients will
be lining up for their services.

References
 Please see this slide for my reference list:
 Mooney, M., & Slobodian, S. (2016). Seeing the wood for the trees:
fixing large undefined problems in digital marketing. Journal of Digital &
Social Media Marketing, 3(4), 294-303.
 Kannan, P. K. (2017). Digital marketing: A framework, review and
research agenda. International Journal of Research in Marketing, 34(1),
22-45.
 Stephen, A. T. (2016). The role of digital and social media marketing in
consumer behavior. Current Opinion in Psychology, 10, 17-21.
 OMI. (2018, May 22). How Digital Marketing Crowned Domino's the King
of Pizza. Retrieved from https://medium.com/online-marketing-
institute/how-digital-marketing-crowned-dominos-the-king-of-pizza-
3d327d7350f8