MRKT11028 Digital Marketing Presentation: McDonald's Case Study

This presentation delves into the realm of digital marketing, emphasizing the importance of attracting customers in a competitive environment. It explores various digital marketing tools such as SEO, email marketing, and social media marketing (SMM), highlighting their role in promoting a unique selling proposition and driving business growth. The presentation specifically examines SMM strategies, including Facebook, Instagram, and YouTube marketing, and their effectiveness in understanding consumer behavior and preferences. It discusses the application of SMM, using McDonald's as a case study, and proposes strategies to increase website traffic, engage customers, and build brand loyalty. Furthermore, the presentation references key concepts such as brand equity, brand awareness, and integrated marketing communications, which are essential for effective online branding. The presentation also touches on the evolution of email marketing, display advertising, and customer acquisition tools, which are crucial for building consumer and business relationships. Overall, the presentation provides insights into the evolution of digital marketing and its significance in today's business landscape.

Running Head: Digital Marketing
Digital Marketing
Speaker Notes
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Digital Marketing 1
Slide 1: Digital Marketing
In the world of competition, every company needs to find out ways to attract more and more
customers in the target market who can help them to increase their sales as well. Digital
marketing helps the organization promote the unique selling proposition in the market and attract
clients to grow. Under the process of digital marketing, a business makes use of various tools
like, SEO, e-mail marketing, data-driven marketing, social media marketing etc. In this era
digital marketing activities have started to increase because of the global connect that the
business wants to make in the environment. This is an omni-channel strategy that helps the
business to adequately understand the demand of the consumer and satisfy them accordingly.
Slide 2: Social Media Marketing
There are various tools that are present in the social media marketing theory of a company like
Facebook marketing, Instagram, YouTube marketing etc. Now a days all the consumers have
started using social media apps due to which it becomes easy for the companies to extract
information from such channels and represent their brand in a similar way. Like the company
Airbnb effectively make use of these channels to represent their business functions and attract
the customers to easily contact them and initiate sales as well. Thus, the fact should be noted that
social media marketing process helps the organization in attaining information about the
customer’s areas of interest and providing them online services accordingly.
Slide 3: Cont.
The social media platform provides opportunity to people to interact with the management of
company through posts, comments etc. This helps the customers to relate with the company and
initiate sales for the business as well. Further, there are four steps in implementing a social media
marketing strategy that are listen, communicate, engage and collaborate. As SMM is a two way
communication so it helps in correctly addressing the confusion the people regarding the product
and services and resolves them accordingly. Companies using this type of digital media
marketing strategy tend to have better performance growth than the companies not using it
effectively.
Slide 4: Organization

Digital Marketing 2
The company was initially originated as a barbecue restaurant which was further converted in
hamburger stand in the year 1948. The main products of McDonalds are burger, fries and
milkshakes. The business objective of McDonalds is to “lead a quick service restaurant market
by providing quality food and services in the market”. Further, it should be noted that
McDonalds is currently using the digital media marketing strategies but the strategies of the
company are not competitive enough to attract the customers against the rivals present in the
market. The objective of the business is to build brand loyalty through its products and services
in the market.
Slide 5: Application of SMM on Company
McDonalds should introduce colourful campaigns to gain the interest of the customers in the
market. Also, they should aim to increase the traffic on website by providing discounts and gifts
to people initiating sales online. The company should also ask for feedback of clients online for
the betterment of the business. Thus, in this way, the company should make use of SMM
strategies in the environment.

Digital Marketing 3
References
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Rodrigues, J., Nikhil, S., & Jacob, S. (2016). Promotional Strategies of McDonalds and Market
Effects. Journal of Management Research and Analysis, 3(1), 53-55.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
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