Digital Marketing Presentation: Woolworths Targeting College Students

This presentation focuses on digital marketing strategies for Woolworths, specifically targeting college students. It outlines three key tactics: targeted social media ads on Facebook to build brand awareness, the development of a mobile app to increase customer engagement and retention, and the use of social media video advertising on platforms like YouTube, Instagram, and Snapchat to connect with the target audience. The presentation emphasizes user-centered content, push notifications, in-app messages, and humorous video content to achieve these objectives. It also references relevant research on the effectiveness of these tactics in engaging millennials and increasing customer loyalty, ultimately aiming to enhance customer engagement and ensure customers remain connected to the brand. The presentation includes references to support the marketing strategies and offers valuable insights into effective digital marketing for the retail sector.

Digital and Social Media
Marketing : Woolworths
Name
Institution
Date

 Woolworths Group Limited is an Australian retail company
 Currently the second largest firm in Australia by revenue
 The paper outlines three digital marketing tactics targeting
the College students
 Majority of College students are millennials
 They are tech-savvy
 They love the internet
 The love being entertained
 They love being connected with brands
 They prefer having all information at their fingertips
Introduction

 Targeted social media ads refer to those ads that are
targeted to specific cohort.
 The target group is aged between 18 to 30 years
 The Facebook will be used
 The primary objective of this tactic is to create brand
awareness
 Increase brand awareness by 15% within one year
Tactic 1: Targeted Social Media Ads:
Facebook

 The strategy that will be applied is creating
a user-centred content
 User-centred content is that which is
created based on the perceived uniqueness
and the needs of the target group
 The content is created based on what the
target group wants
Strategy to reach the Objective

 Be specific and straight to the point
 Focusing on the benefits of brand
 Question and Answer section to make it more
interesting and engaging
 Actionable solutions provided
How to achieve User-centred Content

The primary objective of mobile app is to
engage and retain consumers.
The millennials are always on their phones
They trust their mobile phones to get all
information they need
Having a company mobile app which allows
users to purchase, converse with company
representatives and getting updates on company
offers will increase customer retention rates.
Tactic 2: Mobile Apps

 Using push notifications
 They increase user engagement by 88% (Hoch, 2015)
 They increase retention rate by 65% (Hoch, 2015)
 Using in-app messages
 They increase conversation by four times (O’Connell,
2016)
 They increase app usage by 27% (Hoch, 2015)
Strategy to reach the Objective

 Push notifications increase engagement and retention by:
 Giving status updates or alert
 Notifying customers about new important features, and
special offers
 Providing personalized messages
 In-app messages increase engagement and retention by:
 Showing off product updates
 Confirming purchases
 Providing personalized recommendations
 Allowing users to review the app
Strategy…..Contd.

 The primary objective of video advertising is to
connect with the target group.
 Video advertising can significantly attract the attention
of tech-savvy generation.
 Social platforms such as YouTube, Instagram, and
Snapchat can increase engagement levels.
Tactic 3: Social Media Video Advertising

 Using hilarious video to communicate about solution
 Video focusing on benefits of the brand
 Focus on the value
 Assuring customers of value for their money
Strategy to reach the Objective

Digital and social media marketing is the way to go
 College students are tech-savvy
 College students love being entertained.
 The most effective marketing tactics for college
students are: Social media videos, Mobile apps and
targeted social media.
 Effective use of these tactics increase customer
engagement, retention and ensure the customers remain
connected to the brand.
Conclusion

Hoch, D. (2015). In-App Messages Drive 3.5X Higher User
Retention [New Research]. Retrieved from
http://info.localytics.com/blog/in-app-messages-drive-higher-ap
p-usage-and-engagement-benchmarks
O’Connell, C. (2016). The Inside View: How Consumers Really
Feel About Push Notifications. Retrieved from
http://info.localytics.com/blog/the-inside-view-how-consumers-r
eally-feel-about-push-notifications
The McCarthy Group. (2014). Millennials: Trust & Attention
Survey. Retrieved from
https://static1.squarespace.com/static/5c61c52811f78475c8a8a6
c5/t/5c6c23f16e9a7f0b4e4ad353/1550590961706/millenial+sur
vey.pdf
Yeap Ai Leen, J., Thurasamy, R., & Omar, A. (2012). Engaging
Millennials in an evolving web environment: some key points
References