Analyzing Digital Marketing Strategies for Fettayleh Foods Business

This report examines the digital marketing strategies employed by Fettayleh Foods, a meat provider in Western Sydney. It explores the implementation and impact of two key digital marketing tools: mobile marketing and social media marketing. The report provides background information on these tools, detailing their positive and negative impacts, and then analyzes how Fettayleh Foods utilizes them to achieve its business objectives, such as promoting its products, engaging with customers, and increasing sales. The report discusses implementation strategies for mobile and social media platforms, including mobile apps, SMS campaigns, Facebook pages, and the use of hashtags. Furthermore, it outlines methods for measuring the success of these strategies, such as tracking key performance indicators (KPIs), click-through rates, and customer engagement. The report concludes with recommendations for further enhancing Fettayleh Foods' digital marketing efforts, including the development of mobile applications, website optimization, and the adoption of online payment systems to improve customer convenience and expand market reach.

Running head: Digital Marketing and Communication 0
Fettayleh Foods
Digital Marketing and Communication
9/6/2018

Digital Marketing and Communication 1
Introduction of the company
Fettayleh Foods is a family possessed business that has been built up in 1994 and become the
biggest meat providers in Western Sydney. They distributed an extensive variety of meat
products to a range of customers globally. It circulates premium high quality and reasonable
meat products to the Australian food production and involves two retail giants Woolworths
and Coles, eateries, and airline food providers. They opened as a retail butchery store in
Punchbowl in the mid-1990s by Jamal Fettayleh and future joined by his descendant, Ahmad
Fettayleh (Ström, Vendel and Bredican, 2014). They had worked diligently to turn this
modest business into a thriving establishment and become Australia’s most acknowledged
and certified meat supplier without the supplement that other butchers estimated. In the
report, a discussion has been made of Fettayleh Foods’ development, which is credited to the
widespread use of the digital marketing tools and their execution in the company to upgrade
the business strategy (Scholz and Duffy, 2018). Mobile marketing and Social Media
Marketing are two digital marketing tools, which are applied to satisfy the company objective
and to measure it’s success. These tools are discussed further in the report.
Digital Marketing Tool 1: Mobile Marketing
Background
Mobile marketing is a multi-channel, digital marketing approach intended at reaching a target
group on their tablets, smartphones, and other mobile devices, via social media, apps, SMS,
websites, MMS, and email. In 1973, Martin Cooper has changed the world considerably.
After four years later, the first mobile phone proficient of browsing the internet leads the
market. Since then, Mobile marketing has grown enormously. In 2000, the first mobile ad is
united via SMS service promotions and short codes announced for used with text message
marketing. In 2002, SMS become an extremely unobtrusive method of advertising. In 2007,
Smartphones get smarter with the release of the iPhone, which has boost mobile marketing
industry. The number of dynamic SMS users’ globally reaches 2.4 million and Quick
response (QR) codes start being utilized in mobile marketing in 2010. Mobile marketing turns
out to be a 14-billion-dollar business in 2011 (Fritz, Sohn and Seegebarth, 2017).
Positive impacts
 It is also great for advertisings, delivering coupons, and other incentive
administrations.

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 It is more convenient than traditional media as the platforms are flexible on a mass
scale.
 It has a prospective for brand new customers who might not have a much online
understanding.
 It is able to reach an extensive audience and conveys messages straight to the person
(Pease, 2015).
Negative impacts
 Mobile cell phones are even less ordinary than PCs.
 Privacy remains an issue on any system or device.
 The use of more progressive features of phone requires a widespread education
procedure.
 Spamming and Navigation remain a concern (Holliman and Rowley, 2014).
Business objective
Fettayleh Foods fundamental objective is to create products of the maximum obtainable
quality, reliability and provide them to the marketplace with uncompromising client service.
They tap the mobile network to promote its meat products as this network had the capability
to empower value-added marketing. The business's mobile marketing campaigns were
intended to meet the requirements of customers and to support them incorporate the
company's brands into their daily lives. Fettayleh developed their digital marketing approach
effectively which prompt to becoming better known and thus advancing their sale margin
leading to greater profits. It enabled customers to downloads recipes, maintain their shopping
lists, and discover local stores thereby distributing value to the customer while at the same
time endorsing the products. They have to create a Halal meat first choice of all Australians.
It serves the persistence of establishing a direct discussion with customers as the mobile
phone was an influential communications device with regard to flexibility, reach, and
proximity (Rowles, 2017).
Implementation of the platform
Mobile marketing can be implemented in Fettayleh Food Industry as widespread marketing
campaigns can be accompanied to analyse customer behaviour and comprehend what attracts
them towards specific types of mobile advertisements. Keep directing those SMS reminders
about rebates, deals, and distinctive menus, which should contain an address, contact details,
and location. Engage your consumer with surveys, opinion poll, and quizzes. This gives them

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the impression of being a lively part of the industry, thus accumulating the personal touch.
Fettayleh should offer survey participants and winner’s coupons, agreements or discounts, as
this will help hold your present customers, while also appealing new ones to the industry
(Yang, Maher and Conroy, 2015).
They should also utilize QR codes to encourage their own products as well as searching for
potential consumers. It would be even enhanced if they use location-based apps to quantity
appropriate info and propose irresistible deals to the consumer. Mobile app branding will
prove to be supportive for further improving the business. Create engaging mobile apps to
reach an extensive audience with Fettayleh Foods name appearing importantly on it. Target
the younger group, as they are the ones who most utilize such apps. Link the mobile app to
the Facebook account, so that the mobile consumer is always informed on the most recent
events (Shankar et al., 2016).
Measure Success
Clearly characterize your Key Performance Indicators (KPIs) to discover the value of
marketing activities. It incorporates tracking deviation in a mobile website, mobile payments,
call volume, store visitors, and store visitation lift etc., because of a mobile marketing
campaign. These would be a far much-enhanced indicator of how mobile is affecting overall.
Move a step further to be existent at the moment and track with the assistance of mobile
analytics how the consumer interrelates with your mobile site. Keep analysis of your mobile
advertising promotions and boost it for ROI. They measure the whole impact of all your
promotions. Further analysing your mobile apps and mobile website to understand consumer
behaviour will give you understandings of how to plan your mobile approach better. With the
possibility of mobile offers, using such advancement could improve the mobile campaigns
(Frösén et al., 2016).
Digital Marketing Tool 2: Social Media Marketing
Background
Facebook organization offer online social networking administration. Mark Zuckerberg,
Chris Hughes, Eduardo Saverin, and Dustin Moskovitz established Facebook in 2004, all of
whom were scholars at Harvard University. It headquarters are in Menlo Park, California. It
initiated at Harvard University in 2003 as FaceMash, an online administration for scholars to
judge the desirability of their colleague. That achievement prompted Zuckerberg to enlist
the URL http://www.thefacebook.com in January 2004 (Guadagno et al., 2013). In September

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2004, the Facebook added the Wall to a follower’s online profile. The year 2005 showed to
be essential for the organization. It converted simply Facebook and presented the idea of
“tagging” individuals in photos that were displayed to the site. It also allowed customers to
upload a limitless number of photos. In February 2012, it became a public organization and
the biggest social network in the world, with more than one billion customers as of 2012, and
about a large portion was using Facebook consistently (Good, 2013).
Positive impacts
 It inspires in making new friends and stays in contact. A few networks support in
progressing the talent and give more data about products.
 Some websites utilize this platform to spread data about products in various parts of
the world.
 It gives the liberty of expression (Gonzales and Hancock, 2011).
Negative impacts
 Fake account of Facebook primes to the badgering in many cases.
 It could be very habituated if its use is uncontrolled.
 People mostly do Cyberbully on these sites, which leads to a bad impact on teenagers.
 Facebook is more prone to the cybercrimes as hackers hack the accounts of the people
and commit insane activities (Kim and Lee, 2011).
Business Objective
Fettayleh Foods is proud to deal premium quality, good savouring and flavourful “Best in
Class” Small products to all ethnic groups locally and universally. It satisfies the objective of
brand responsiveness, which is all about your brand becoming significant to potential buyers,
as this will help in constructing a connection with consumers. It develops public relations and
responds to criticisms of customers in an appropriate manner. Social media provides a
completely new platform where brand faithfulness can be united with thousands of people in
real time. It is essential to engage with social media followers who have a definite level of
credibility or impact on the target audience. Fettayleh developed their digital marketing
approach in posting photos of meat products, offer campaign and discounts as this gives the
publicity and customers feels associated. It gives the perfect chance to interact with potential
customers, both on an individual level and an organizational level as this will obtain leads
and create sales (Robinson and Dechant, 1997).

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Implementation of the Platform
Facebook can be implemented in Fettayleh Food industry as a business page can be formed
from where customers would learn more about your business on Facebook. Develop a
hashtag approach and use crowdfunding to generate awareness in social media. Social media
consumers are interested in things of worth and could be more appreciated than a recipe or
cookery tip. Therefore, it can be done to demonstrate your followers that they are significant
and they are part of a widespread club recipe. Marketing campaigns are conducted to
fascinate the target audience and pick one fan per week and highpoint them on your
Facebook page, as this is an enormous way to build commitment on Facebook. Sample Ads
can be posted on Facebook and engage customers with Quizzes, as this is the best way to
respond to your posts. It would be helpful in connecting with customer segments as the
Facebook page of Fettayleh foods posts their new goods, which attracts target consumers as
well as new customers internationally. It also appeals to the sponsors, which help in
constructing their market share and productivity. It would also form a solid reputation and
relationships with consumers. It will enhance brand awareness as it fills the gap and gets
experience to a new audience (Hopkins, 2012).

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Measure success
Key performance pointers are the metrics, which quantity progress toward the goal. Agreed
upon before a brand introduces a campaign or a new methodology to social media, KPIs
ensures that the brand is determining its efforts with a corporate goal in mind. It integrates
engagement with content, as the number of individuals is associated with a brand’s content
on any platform. Click-through rate is an indicator that analyses the percentage of visitors
who click on a link. Conversational drivers are the qualitative metrics that imitate what
individuals are talking about the Halal product. Success can be dignified by likes and
comments of the consumers, which is a solid pointer of brand strength. CRM software tool is
particularly helpful lead-generation prospects such as downloads and processes on their
websites. The software makes the lead with the link and source, which permits a marketing
team to tie its lead-generation determinations with actual revenue once those leads become
consumers (Perkmann, Neely and Walsh, 2011).
Recommendation
 Mobile applications such as Personal digital assistants (PDAs) and Gaming consoles
can be advanced to build commerce. The growth in the utilization of mobile devices
has led to an outburst in the development of mobile apps.
 Modify websites to make sure that they work appropriately on mobile plans. It also
allows corporate to engage with your consumers as they move around.
 People buy goods and services connected, more industries are setting up online
payment selections to make this easy and protected. Some businesses only work
online, so for them, a protected, reliable compensation system is critical. The benefits

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of taking online outgoings include customer suitability, potential universally, reach,
and 24-hour access.
 It can gain business associations and a vast majority of dealers indicated their social
media efforts increased experience for their businesses.
 Mobile-specific paid communal campaigns can be directed to reach a right audience,
which will give an appreciated opportunity to generate the deals (Harris and Dennis,
2011).
Conclusion
Fettayleh Foods is an exquisite organization that has proven that being socially accountable
can still make revenue. It is one of the most effective businesses today and has skilled a large
development rate over the span of its life and has assisted the supermarket production into
what it is today. It encourages a healthy lifestyle with its natural product line, aids better
communities, and gives all stakeholders with respect. The digital marketing platforms mobile
marketing and Social Media Marketing are used to keep in touch with existing customers and
attracts the new customers. Mobile Marketing helps in attaining a broad customer segment of
Fettayleh. This helps the mobile promoter better understand and analyse user behaviour and
create buyer identities. Social media platforms as Facebook have accurately put the power of
inspiration in the hands of ordinary people. Facebook page has been formed to attract the
target customers so that meat products can be promoted. Facebook ads can be created and are
enormously popular remarkably in recent years. Since it has quite an important amount of
demographic statistics of all of its customers, the ads are intended to target users with
tremendously specific groups nominated by the advertiser. It has enhanced the sales and
profitability.

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