Digital Marketing Report: Hungry House Strategies and Tactics

This report provides a comprehensive analysis of digital marketing strategies applicable to Hungry House, a company that previously offered online food ordering services. It begins by differentiating between traditional and digital marketing methods, emphasizing the importance of digital marketing for the company's success. The report then delves into website optimization techniques, including methods to improve website speed, visibility, and usability. It explores the use of SEO, SMM, and content marketing to attract customers, along with PPC and online display advertising. Furthermore, the report discusses the integration of email marketing into a digital marketing strategy to enhance customer engagement and retention. The report covers the significance of digital marketing, website optimization, SEO, SMM, content marketing, PPC, and online display advertising. The report also includes the use of digital marketing methods and their effectiveness in the competitive market. The report concludes by highlighting the benefits of digital marketing for Hungry House's revenue generation and brand loyalty, emphasizing the importance of adapting to the digital landscape for business growth.

Running head: Marketing
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hungry house
Digital Marketing
8/13/2019

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Contents
Introduction.................................................................................................................................................2
Differences between Traditional and Digital Marketing and their importance............................................3
Discuss how Hungry house could use website optimization methods.........................................................4
(SEO), (SMM) and Content Marketing to attract the customers..................................................................5
(PPC) and Online Display (& Video) Advertising.......................................................................................6
Email Marketing into its digital marketing strategy.....................................................................................9
Digital marketing methods........................................................................................................................10
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12

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Introduction
The report is prepared so that the importance of digital marketing in today’s world can be
explained. Digital marketing is done with the help of the internet so that a large number of the
customers can be targeted and promotion of the goods n ad services can be done. The report is
prepared in regards with the company Hungry House which is used to serve the food online
when the order is placed later on company was attained by the Berlin-based competitor Delivery
Hero in February 2013 (Zilincan, 2015). Later on in the year 2017 November, the company was
sold to Just Eat. The company was successfully trading and it was closed in 2018. The company
decided to relaunch its product through digital marketing tactics of digital marketing will be
explained.
The report will explain the significance of digital marketing in the company Hungry house so
they after launching the company can earn a huge profit. In this report, the difference will be
stated between traditional and digital marketing. Being the manager of the company will also
utilize the website optimization method which helps in improving the website. Digital marketing
helps in targeting the customers and engage them through different techniques such as (SMM),
Content Marketing and (SEO). Digital marketing also helps in increasing the brand awareness
among its competitor which is done through the several tolls such as (PPC) and Online Display
(& Video) advertising which will also be explained in this report (Todor, 2016). The company
has also explained Email Marketing into its digital marketing so that customers can be engaged
and retained. So, several methods of digital marketing will be evaluated which helps in targeting
a large number of audiences.

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Differences between Traditional and Digital Marketing and their importance
The methods of traditional marketing are quite easy and people are using them for the decades.
Traditional marketing includes several methods such as newspaper, magazines, radio, brochures,
flyers, TV das, Billboards, etc. Within the very short period of time million of the people can be
reached through traditional marketing. A big company generally uses such kind of marketing but
it requires lots of budgets (Holliman and Rowley, 2016). Small companies generally do not opt
for traditional marketing as it required a high budget. But now the world has become more
digital and every marketing is done with just one click away. Digital marketing plays an essential
role in today’s world as online marketing is easy and convenient for people. Some of the
methods of digital marketing are social media marketing, content marketing, mobile marketing,
Email marketing, etc.
Traditional Marketing Digital Marketing
It is the old method of doing the advertising of
the products without the use of the internet
such as newspaper, magazines, radio,
brochures, flyers, TV das, Billboards, etc.
Digital marketing is the online marketing
which encompasses the marketing efforts by
using the internet and do advertising through
the different digital channels such as social
media, mobile phones, email, etc. (Felix, et al.,
2017).
This kind of marketing is done without the
internet and reaches a wide range of customers.
This kind of marketing is done with the help of
the internet and only consumers can be reached
which are using the internet.
The target market is not large and the message
does not hit to a large number of people.
The target market is very large and analytical
data is available so message hits to a large
number of people.
Advertisement and promotion of the product
are done which is unchangeable and static.
Changes can be done at the advertisement as
the online changes are there so new analytical
can be revised in this method.
It requires a large amount of investment and
obtains the desired impression.
To reach and access the customers this
marketing requires less investment.

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The goals are achieved or cannot be identified
by this method to track the performance is not
available.
Goals can be measured by making available
the immediate analytics and it is also
redesigned whenever necessary.
If any up-gradation has to be made in
advertising the things then it will take time and
cost (Holliman and Rowley, 2016).
If any up-gradation has to be made in
advertising the things then it will not take
much time and cost as everything happens
online.
Rate of investment cannot be tracked in this
marketing method.
Rate of investment can be tracked in this
marketing method.
The duration of the Ads is for a very limited
period as it requires a higher cost.
The duration of the Ads is as long as it is cost-
effective (Kaufman and Horton, 2014).
So from the above differentiation, it is clear that digital marketing is more effective than
traditional marketing as it is effective in cost and time and also ensures a large number of
targeting customers. So the company Hungry House has to invest in digital marketing so that the
customers can be aware of their product and services and they can reach to a large number of
targeting customers. The hungry house provides the online ordering of food so customers should
be aware of these services and their offer than only they will order something. Digital marketing
will help the company in generating better revenues with better conversation rates (Felix, et al.,
2017). It is also cost-effective so the hungry house can use this marketing to drive their online
sales and to increase their brand loyalty. Digital marketing is also essential for interacting,
communicating and making the relationship with the customers so it boosts up the marketing for
the company and helps in generating more sales. A large number of services can be provided to
the customers in an effective manner so it is an easy and convenient method of targeting a large
number of audiences.
Discuss how Hungry house could use website optimization methods.
Website optimization is the technique which mainly focuses on the website and makes it more
operational and fast by putting more focus on the content, design and digital marketing. The
speed of the website of the company should be fast as it makes the first impression of the

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business. If the website speed of hungry house will be low than customers will get frustrate and
they will use some other website to order their food. If the company has effective website
optimization techniques then it will give the high return. Higher conversions, higher ranks, low
bounce rates and a better experience for the consumers. If the page will not take the time to load
and its website is fast then the sales processing of the company will increase and it will result in
the positive impact of marketing. If the website of the company will work slower than it will ruin
the reputation of the company and also indulged many costs (Kaufman and Horton, 2014).
The company can utilize the website optimization techniques for increasing their sales and
boosting the reputation of the company. The company has to reduce the load time of the page
and includes the three factors for the success of the website which are visibility, usability, and
conversion. If the company has a good website then it will help in finding the new customers and
also easy for the customers to book their order of food (Kannan, 2017). If the traffic on the
website will increase then, it will result in increasing the sales and revenues for the company.
With the help of this technique, the company can make it easy for its users and customers to
place the order as the visitors of the website can easily accomplish the task.
Hungry house can optimize their website performance by using a CDN (Content delivery
network). With the help of this web server, the company can provide the web content to the end-
users across different geographical locations. The website works faster and content is delivering
quickly to the customers by using the CDN. The company can also reduce the number of plugin
to improve the performance of its website and can minimize the number of JavaScript and CSS
files (Sterne and Priore, 2000).
(SEO), (SMM) and Content Marketing to attract the customers
Search Engine Optimization is the technique which can be used by the Hungry House to
increase the amount of the customers with the help of the search engine by obtaining the high
ranking placement to a website. Search engine helps the company in engaging with the
customers as they consider the search results which are relevant for the customers. This
technique is very helpful in attracting the customers as it helps in improving the customer's
experience and the usability of the web site (Royle and Laing, 2014). The trust of the customer’s
increases towards the websites of the company with the help of the search engine optimization as

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it presents the best results for the keywords for the users who are searching (Stephen, 2016).
SEO helps in improving the sales of the company as it attracts the customers by social media.
The company can use this technique to reach the audience and to attract social media is used as it
is the best and fast-growing element.
Social Media Marketing (SMM) is the best tool to attract the customers and the users as it
provides the platform to the company to promote the product and services at social websites.
Social media marketing is more popular than digital and e-commerce marketing as there is much
youth who are using such social sites. The companies can also track the performance through
them data analytical tools. Hungry House can use social media marketing to attract and retain the
customers by organizing the contest and provide them the food at the discounted rates (Taiminen
and Karjaluoto, 2015). The company can upload delicious food on social media sites so that
customers get attracted and try to place the order from the company. The company can also write
creative blogs, articles and inspirational quotes on social media sites so that customers read that
and place some order of food from the company.
Content marketing also attracts the customers as it is the type of marketing which focuses on
the publishing, creating and distributing the content for the targeted audience. The company
Hungry house can make the content which can attract the customers online such as making the
content more relevant, valuable and consistent. With the help of the content writing a large
number of the audience can be engaged and it also helps in building the trust among the
customers. This marketing also helps the company in developing a long-lasting relationship with
the audience as it creates loyalty and trust (Ryan, 2016). The company can make the content
sticky and easy to navigate so that more traffic can be driven at the site.
(PPC) and Online Display (& Video) Advertising
Pay-Per-Click advertising (PPC) and Online Display (& Video) advertising are internet
advertising which helps the company in driving the traffic to the websites. The company Hungry
House has to pay the advertisers for the ads on online websites. This type of marketing is very
helpful in increasing the brand awareness but it is very costly as the company has to pay each
time fees for clicking the ads on the online websites. PPC is the popular form of advertising for
search engine. PPC shows the ads through LinkedIn which helps in enhancing brand awareness.

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PPC gives the click of the ads which helps the users to visit the website more and helps in
increasing the sales. The product and services of the company can be amplified with the pay per
click campaign and it helps in optimizing the brand awareness. The ads are designed for
conversion and help in creating brand trust among the customers. The brand reputation of the
company can also be protected and maintained by the PPC campaign. PPC gives the platform to
the company to advertise their product and empowers the brand story. It helps in targeting a large
number of the customers and keeps the visual consistency across all the channels (Ryan, 2016).
Online display video advertising is the types of online advertising in which the ads are
displayed in audio, video or in an image format to communicate. In this advertising, video is
there and it is streaming on the internet when something relevant to food is displayed (Levy and
Gvili, 2015). Video advertising helps in attracting the customers more and it also increases brand
awareness. The people can understand the products of the companies more effectively when they
are displayed in the video. It also helps in increasing the sales of the company and creates a good
perspective for the customers.
Steps taken to design an effective PPC and Online Display advertising campaign are:
Select goals and KPI: The first step is to decide what exactly has to display to attract the
customers. The main aim of a display campaign is to raise brand awareness and website traffic
among competitors.
Define target Audience: The audience is selected to whom the company wants to target which
is tied up to the campaign goals. The ads will be disclosed more to those people who are a foodie
and who love to eat the food. Some people do not place the order for the food they just look for
food so to display the ads to those people is just the waste of time (Salehi, et al., 2012).
Buy Media: After analyzing the target group and campaigning what to display the major role is
to buy the media to advertise the product such as publishers and network. The ads are published
directly to the advertisers and is displayed on the website. With the help of the advertisement,
network investor can be purchased by the users.
Develop creative campaign: It is important to make the campaigning creative so it can be done
by creating the ads more eye-catchy. To make the campaigning more creative formats and size is

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displayed properly on the ads (Vij and Sharma, 2013). The ads are making more simple, and
popular imagers of food are added which also contains some graphics and ads. The video is also
embedded in the ads and make it an attractive element.
Tracking and optimization: The last step is to track and optimize campaigning performance.
KPI’s has to track several times to analyses whether it has met up the benchmark or not.
Tracking is done to improve the performance of the company more and to create inventory more
presentable and attractable for the users (Gudivada, et al., 2015).
Hungryhouse.com targets its key audience through social media channels. Social media helps in
connecting with the people and it is the fastest tool to reach the audience. The customers
generally get attracted to the pictures of the foods and the offers which are provided to them. so
social media organize the contest which provides the food on the discounting rate to the users.
Social media is accessed by a large number of customers so to target the audience over there is
quite easy (Yadav, et al., 2015). The companies can also track performance through data
analytical tools. Hungry House can use social media marketing to attract and retain the
customers by organizing the contest and provide them the food at the discounted rates. The
company can upload delicious food on social media sites so that customers get attracted and try
to place the order from the company.
There are much budgetary implication and dependency in which activities are reliant to another
one. The company needs to pay the cash for each ad in the Pay-Per-Click advertising (PPC) so it
creates an implication of budgetary for the company (Saura, et al., 2017). These types of
advertising are very costly so the company can use another way of marketing the product so that
this implication can be reduced. The financial statements of the company are showing the
negative outcomes as it was offered £100,000 for 50% equity from Dragons Caan and
Bannatyne.
The laws and policies are also made in regards to the web accessibility so that no content of
advertising can be copied or stolen from any other source. The company has to make the
advertising which is from the original content and there should no copy of any video, text,
image, content, etc. if any content is copied by the company from any other source than strict
actions are taken against the company and the advertising campaign. The policies are made on

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web accessibility in which marketing of the product which is done should be legal and the
company should have the proper license of the food which they are delivering (Park, et al.,
2015). If the company is placing the order of food and they do not have the proper license then
the government can take strict actions against them.
Email Marketing into its digital marketing strategy
Email marketing is easy marketing as this platform is accessed in everyday life and people look
the email for digital communication. A large number of customers can find out thorough the
email as there are many accounts around the world. Email marketing has incorporated into
digital marketing as email is very much effective in acquiring new customers (Ashley and Tuten,
2015). The ROI is also highest in email marketing.
With the help of the email marketing the company can inform the users and the other audience
about the product and services of the company. Email newsletter helps the company in
promoting the new product and services. The customers can also do the intercommunication
through this process and interrelationship is built with this method of advertising (Stone and
Woodcock, 2014).
Hungry.com attracted and retain customers by incorporating email marketing into its digital
marketing. There were many methods of digital marketing to promote the product and to attract
the customers but the company chooses email marketing because it has several benefits. A large
number of customers can be targeted by the company as in the list of digital marketing tactics,
email marketing helps in improving the visibility and reachability (Royle and Laing, 2014). The
message which is transfer to the customers is personalized.
Sometimes the company wants to give the offer to the certain number of people who are regular
to company and generally place the order of food. So email marketing is done by doing the
message to some of the people to whom the company wants to target. There are many
competitors in the market who are also using the email marketing to do the promotion of their
product and service so this is the effective mode of communication and the best way to attract
and retain the customers (Aswani, et al., 2018).

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Email marketing has incorporated into its digital marketing because they are highly adaptable.
The content can be made accordingly to the demand of the customers. This marketing is also
very cheap and can access million of the people at the same time. Email marketing can be
incorporated to any other kind of marketing and it creates profit without spending money so the
company uses this strategy to target a large number of customers (Patrutiu-Baltes, et al., 2016).
Digital marketing methods
Hungryhouse.com has made the use of the several analytical tool and management to promote
the goods and services and to access a large number of customers. In this report many methods
of digital marketing have explained which are stated below:
Search engine optimization: The key-related search regarding the food material can be done by
the company through this tool. The algorithm was updated by Google regularly so the tool helps
in addressing the website and brings organic traffic to the company. This technique is very
helpful in attracting the customers as it helps in improving the customer's experience and the
usability of the web site (Zilincan, 2015).
Social media marketing: This strategy of targeting the audience is also effective as there is
much traffic at social sites such as Instagram, Facebook, Twitter, etc. Social media always helps
in spreading the content so the company could use this analytical tool for increasing the branding
and driving the sales. The company can also write creative blogs, articles and inspirational
quotes on social media sites so that customers read that and place some order of food from the
company (Dodson, 2016).
Digital display advertising: To target the potential audience the company can use this tool. In
this tool the advertise can be made attractive through the attractive text, image, video, content,
etc. Hungryhome.com can use this tool to drive the good ROI. The people can understand the
products of the companies more effectively when they are displayed in the video. It also helps in
increasing the sales of the company and creates a good perspective for the customers (Stone and
Woodcock, 2014).
Email marketing: A large number of customers can target through email marketing as it helps
in sending commercial messages to the customers. The likes of the customers can target and

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depend on their preferences the customers are targeted. These types of marketing also help in
building trust. Email is very much effective in acquiring the new customers and the ROI is also
highest.

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Conclusion
It is evaluated that digital marketing plays a vital role in doing the advertising of the product and
to attract a large number of customers. In this report, different types of digital marketing is used
which helps in targeting the potential customers. In this report, the difference between digital
marketing and traditional marketing is clearly stated. Digital marketing is more effective than
traditional marketing so its importance in the company Hungry house is also mentioned. There
are different aspects of digital marketing and which has relevant laws and regulations which is
also explained in this report. The tactics of digital marketing have explained and their role on the
different channels is clearly stated in this report. To attain the large traffic on the website the
technique of website optimization is used to enhance the performance of the company.
To attract the customer's several techniques are used such as (SEO), (SMM) and Content
marketing, etc. which has explained in this report. There are many ways through which
advertising of the product can be done such as (PPC) and Online Display (& Video) advertising
so it is also explained to increase the brand awareness. Email marketing plays an essential role in
digital marketing as it accessed a large number of people and also cost-effective.
Hungryhouse.com has made the use of several analytical tool and management to promote the
goods and services and to access a large number of customers.

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