Digital Marketing Client Overview: Ookus and Proposed AdWords Strategy

This assignment provides a comprehensive overview of Ookus, an Australian digital marketing company specializing in the hotel industry. The analysis covers Ookus's operations, including its goods and services (advertising for Hidden Valley Resort), key personnel, company age, URL, and social media presence. The assignment delves into the market analysis, identifying the target audience and competitive landscape. It also examines the company's current marketing strategies, particularly its website's role in promotion and customer service, and proposes an AdWords strategy to enhance visibility and sales. The document includes a proposed success matrix and emphasizes the importance of clear communication and readability in marketing materials, including the creation of an effective AdWords campaign for the Hidden Valley Resort's "Ultimate Escape" package. References to relevant marketing literature are provided.

Name
Digital Marketing

Client Overview
The name of the organization is Ookus. It is an Australian company that is involved in marketing
especially in the hotel industry. Ookus helps one to create an individual dream and share it with
friends and other individuals in the same social media platforms. Ookus is a linking marketing
strategy to make friends and family link and turns the dreams of individuals into reality (Blythe
2006). The number of employees employed by Ookus in Australia is between 500-600 people
employed to work as advertising agents in the digital platform. The employees range from
marketers, IT specialists, travel consultants and digital marketing consultants.
Goods and Services offered
At Ookus, the goods and services offered include advertising for Hidden Valley Resort in
Western Australia. It makes the people dream of their desired destinations through Adwords and
creative digital content in Hidden Valley (Carter 2011). It promises an ultimate enjoyment in the
Resort for a perfect gate away on Fridays and Saturdays. It provides meaningful communication
to the end users of the services. When a group of friends take the ultimate enjoyment ride, they
earn points for the gate away. This can be redeemed in order for one to take other trips.
Key online marketing personnel
For digital marketing to be successful, the company has to ensure that it has qualified personnel
in its marketing department. The key marketing personnel include the digital marketing manager
who is the head of digital marketing at Ookus. Besides the manager, there are marketers who are
tech survey and make digital content marketing in different departments. Other key personnel
include IT specialists and content writers.

Age of the company
Due to the growth of social media, the company has grown tremendously. The company is 7
years old and with the wave of digital marketing that is disrupting the market, it is likely to grow
in leaps and bounds (Chaffey and Ellis-Chadwick 2016).
URL
The URL of the company is Https//: ookus digital marketing .co. Au. The website age is as old as
the company which is 7 years old. The website management is done by the company marketing
and IT department. The management of the website is under the key personnel who are
employed to make sure that the website is running and up to date. The social media sites such as
google +, Facebook, Instagram, and twitter are under the name of the company which is Ookus.
Online sales via online and offline
As a digital marketing company, the company’s sales on the online platform are greatly
increasing. For Fridays and Saturdays gate away, the company is increasing its visibility
therefore attracting a lot of customers and hence increased sales (Dodson). For offline marketing,
the sales have dipped but the marketing manager is trying to increase the sales. Other relevant
information includes the prices for various products and the sites for travel at the resort.
Market Analysis:
Before writing the first word it is important to define who will consume the content and
understand our target. The first step is to create a Person who represents your audience. This is
the basis not only for the content marketing plan, but for the entire marketing strategy. It is called
"marketing or buyer person" and to define it must be taken into account (Ryan). The current

potential customers are the young while the current potential competitors are the nearby resorts
and hotels. The market is very competitive and the industry is receptive to the competition. They
are market leaders and have unique selling points and seasonality of their services.
Current Marketing:
The website use it for promotion, to increase sales and customer service. The website strength is
to make the people closer to the product and services and to avail all relevant information to the
customers.
Conclusion:
The Ad words creates a platform for marketing therefore alighi the company to greatness and
having a competitive edge over its rivals. There is increase in sales of the company.
Proposed AdWords Strategy
Demography: sex, age, geography, income level, occupation, marital status, educational level.
Tastes and Style: values, interests, concerns, hobbies, lifestyle, personality, etc.
Interaction with the internet: types of users, what kind of sites they visit use of social networks
and which ones, which information sites / blogs consult, preferred devices, etc.
Consumption habits.
Map the content in the different phases of the consumer to plan for daily and weekly plans and
budget. There is a proposed success matrix for the company while the target market for the
company is mostly the youth who are social and outgoing. The marketing strategy is working as
the sales on online digital platform are increasing at a rapid rate. Gone is a fundamental part of

starting the content marketing strategy (Kaufman, Horton and a guidebook for executives). But
much of the success lies in the distribution of such content. To do this, positioning the content in
search engines so that users looking for information can find it is a fundamental task.
3. Communication and Readability
The communication of the company and the marketing strategy should be clear and show the
various products and services of the company without vagueness and ambiguity. It should also
be reliable and readable to avoid numerous the Adword should be readable and readily available
for consumption by the customers (Kingsnorth). The goal of this post is to be a theoretical and
practical guide to content marketing that covers the main definitions, best practices, ideas and
everything needed to plan, implement and measure a content marketing strategy. In this holiday
site, the image and the content of the market is well shown in digital marketing strategies. Digital
competitions have acquired great relevance since the explosion of the Internet, and today many
experts consider that they are key to the market (Schaffer 2014). The quality determines whether
or not the ad appears in a search, the position in which it will appear and the price to pay per
click (CPC). This means that the higher the quality of advertisement, the more times it will
appear in the best positions and the lower the price to pay to be well positioned

References
Blythe, Jim. 2006. Marketing. London: SAGE Publications.
Carter, Ben. 2011. Digital Marketing For Dummies. Chichester: John Wiley & Sons.
Chaffey, Dave, and Fiona Ellis-Chadwick. 2016. Digital Marketing. Harlow (GB): Pearson.
Dodson, Ian. The Art Of Digital Marketing.
Kaufman, Ira Morton, Chris Horton, and managers a guidebook for executives. Digital
Marketing.
Kingsnorth, Simon. Digital Marketing Strategy.
Ryan, Damian. Understanding Digital Marketing.
Schaffer, Neal. 2014. Social Marketing Digital Book Set. Wiley.