Digital Marketing Strategy and Implementation for Al Aseel Restaurant

This report presents a comprehensive digital marketing strategy for Al Aseel Restaurant, an Australian-based restaurant specializing in Middle Eastern cuisine. The primary focus is on mobile banner advertisements, identified as an effective and affordable method to reach a large audience. The report analyzes the market opportunity, considering the high penetration of smartphones and the significant time spent on social media. It details customer targeting, focusing on individuals with a preference for Middle Eastern cuisine, and suggests concise and appealing messages for the mobile banners, including pricing strategies and calls to action. The report also addresses customer shopping patterns, decision-making processes, and financial aspects, including payment models (cost-per-impression vs. cost-per-click) and break-even analysis. Recommendations include customized mobile banner deployment, emphasizing its efficiency and effectiveness. The report concludes that a well-executed digital marketing strategy, particularly using mobile banners, is crucial for Al Aseel's expansion goals.

Marketing 1
Digital Marketing for Manager
By (Name)
Name of the Course
Title of the Instructor
Institutional Affiliation

Marketing 2
Al Aseel Restaurant Digital Marketing Concept
Al Aseel Restaurant is an Australian based restaurant specialised at making the best Middle East
Cuisine across Australia. It has managed to establish over six outlets within its thirteen years of
operation (Lamberton and Stephen 2016). The restaurant aims at building its brand and open several
branches all over the world. It is therefore necessary to establish a full proof digital marketing strategy
and concept that will aid in accomplishing this goal. According to a report by E-consultancy, 75% of all
the digital advertisements will be mobile adverts. This is attributed to a 70% growth in mobile data
traffic by the end of 2018. We found that mobile banner advertisement to be the most efficient for Al
Aseel Restaurant.
Mobile Banner Advertisements
By 2019, this is by far the most popular and affordable form of mobile advertisement in
Australia. It normally appears either at the top or bottom of the display screen. It is characterized by 300
× 50 pixels (Scheinbaum 2016). A bulk of the mobile banners can be deployed quickly to a large
population. Mobile banners should be concise, eye-catching and yet not too colourful. Once a user has
clicked on the advert, he/she will be redirected to the restaurant’s website or social media profiles.
Mobile banners are very cheap hence it will greatly cut the cost for the marketing budget for Al Aseel
Restaurant (Kannan 2017).
Cons
Mobile banner advertisements encounter many challenges and obstacles. For instance, majority
of the users develop ‘banner blindness’ syndrome. This is when the users unconsciously develop a
resistance to the form of advertisement. An estimated 22% of the users immediately look for the exit
button once it appears. Mobile banner advertisements require the smartphone user to be online. Double
the number of generalized mobile banner deployment packages needs to be made in order for it to be
just as effective (Shankar 2016).
Market Opportunity

Marketing 3
Around 75% of the digital advertisements will be inclined towards mobile advertisements. In
Australia alone there are an estimated 16.9 million smartphones. The worldwide estimates are around 2
billion. Since 2007, 80% of all the time spent on the internet is spent on social media platforms. Several
social media platforms have sprouted over the last 10 years. Facebook boasts an estimated 1.74 billion
daily active users as of December 2016. (Wedel and Kannan 2016).
We have over 2 billion people being on the internet daily. There has never been any greater
market concentration and information as the one experienced on social media. Social media platform
such as Facebook and Instagram allows the users to input their gender, age, favourite movies, meals or
even their locations. Al Aseel can therefore use this information to design the mobile banners to fit the
preference of people in a particular geographical area. This will increase the probability of people who
click on the mobile banner advert (Jackson and Ahuja 2016).
Based on the research we conducted, at least 5% of all 2 billion people will click on mobile
banner advertisement. Al Aseel should therefore deploy 200,000 mobile banners in order to attain a
target of 10,000 people clicking on the mobile banner advertisement. The 5% is based on the number of
people with a preference to what is being advertised (Hofacker et al 2016).
Potential buyers
Al Aseel Restaurant specializes at making the best Middle East Cuisine. The data base search
would therefore involve identifying people with a preference in Middle East Cuisine across Australia.
Once the target market has been identified, the Al Aseel marketing team is supposed to come up with an
appropriate mobile banner design (Felix, Rauschnabel and Hinsch 2017).
Messages to potential buyers
The message to be relayed on the mobile banner advertisement should be clear and concise.
Messages such as, ‘Ramadan offers now available’ or ‘Christmas offers now available’ can be used.
You will notice that the two messages target both potential Muslim and Christian buyers at different
times of the year (Acar and Puntoni 2016). Furthermore, the prices should also be included on the

Marketing 4
messages. Examples include, ‘Mutabbal now going at only $9.99’ or ‘grilled meat going for only $
29.99’. This is a psychological pricing strategy meant to make the customers believe that the prices
have been significantly cut down. This is attributed by the use of the word ‘only’ and the additional
$0.99. The button containing the link should also have a simple yet enticing message. They include
‘Book Now’, ‘Join Us’, ‘Contact Us’ or ‘Welcome’. This approach has proven to be quite effective. The
most important part of a message should be the business name. Branding is very essential when you
want to people to value your company and the products to be offered. The name of the company name
should be strategically placed on the banner. A different font, font size and font colour should be used.
In our case the name ‘Al Aseel Restaurant’ can be red in a blue background or white in a black
background. It can be placed in the middle of the banner or at the bottom of the banner. Also note that
the colours used in the banner should correspond to the primary colour of the business website. This is a
very crucial when it comes to branding.
Once the mobile banner advert has developed, it is handed back to the Facebook advertisement
team. If 200,000 people were identified to have a preference in Middle East Cuisine, the same number
of mobile banner advertisement is deployed to the IP addresses of these people. However, this
customized advertisement feature comes at a relatively higher cost. In this case, the mobile banner
advertisement will only appear in Facebook (Hanssens and Pauwels 2016).
Shopping patterns
Nowadays, people prefer making online purchases based the advertisements on these platforms.
After sales services such as free delivery has been able to lure many customers into making online
purchases. According to a report by Alibaba, in 2018, a total net profit of $2 billion was realised in the
food and beverage industry based on online purchases only (Acar and Puntoni 2016). This translates to
a growth of 15% from the previous year. The growth can be attributed to digital marketing forms such
as the mobile banner advertisements.
Customers decision making processes

Marketing 5
After clicking on the advert, customers would then evaluate the commodities on offer based on
the prices. Majority of the purchases made in 2018 were on products below $30. They would also make
purchases on certain demographics. These include the geographical location, cultural practices, religious
beliefs and economic classes among others. If the customer is a long distance from where the product is
being offered, they opt out of the service. Some cultures do not consume edibles containing beef, pork
or both. This would also be a factor in play after the customers have clicked on the advertisement.
Finance
There are various forms of payment when it comes to mobile advertisements. We have the
payment per click or the payment by the number of impressions. Impressions refer to the number of
times the advertisement appears. The average cost of a mobile banner advertisement is 50 cents per
impression. This is for the generalized mobile banner advertisement deployment package. The
customized mobile banner advertisements cost around $1.50 per one thousand impressions. If Al Aseel
decides to deploy 200,000 customized mobile banner advertisements, they will be required to pay a total
of $300,000. The generalized mobile banner advertisements would cost them $100,000 for the same
number of deployment. This would translate to a total of 200,000,000 times the mobile banner
advertisement would appear (Hofacker and Belanche 2016). With the generalized mobile banner advert
deployment, there is a 5% change someone would click on the advertisement. The customized mobile
banner deployment presents a 30% probability that someone will click on the advertisement. The
generalized deployment would result to 10,000,000 people clicking on the advertisement. The
customized deployment would result to 60,000,000 people clicking on the advertisement. This would
mean that $100,000 would generate a total of 10,000,000 people clicking on the advertisement for the
generalized deployment system. The same $100,000 would result to a total of 20,000,000 million people
clicking on the advertisement for the customized deployment system. This means the customized
deployment system is twice as effective and efficient. Payments per click are generally expensive. The
rates may vary from $50 to $200 per click.
Break even analysis

Marketing 6
The average price for a delicacy in Al Aseel Restaurant is $30.00. In a day they are estimated to
make a total of $15,000 in one outlet. Al Aseel Restaurants has six outlets across Australia which makes
almost the same number of sales daily. This would therefore mean that in a day they would make a total
of $90,000. In thirty days, this would translate to around $2,700,000 in revenue. This is when the
company has not used mobile banner advertisement.
Let us say Al Aseel opts to use the customized mobile banner deployment payment option.
When they make a monthly mobile banner deployment payment option of $100,000, they would make
an additional 30% increase in number customers. Therefore in a day they would be able to make a total
of $117,000. This is a $27,000 increase in the daily sales. If they make the same number of sales in the
next four days, they would have been able to break even. This is based on the assumption that other
expenses such as electricity bills and water bills are on a separate budget. The table below shows the
budget for the mobile banner advertisement campaign for thirty days.
Allocation Expense
Design $50,000
Labour $30,000
Product distribution $60,000
After sale services $15,000
Deployment $100,000
Promotion $60,000
Total $315,000
Recommendations
We found that Al Aseel Restaurant has an objective of expanding its branches all over the world. In
order for it to realise its goals, it should have a full proof digital marketing strategy. Mobile banner
advertisements are the most successful and affordable form of mobile advertisement. The customized
mobile banner deployment will enhance efficiency and effectiveness. Over 16.9 million people in
Australia have smartphones. This presents a huge marketing opportunity. Though this form of
advertisements only work when the users are online.

Marketing 7
Al Aseel Restaurant should also have a suitable payment system. Customized mobile banner
advertisement and payment per impression would increase efficiency and effectiveness. This is because
one can be able to make a comprehensive data analysis based on the number of people who clicked on
their advert. They will also be able to realise value for their money.

Marketing 8
References
Acar, O. and Puntoni, S. (2016). Customer empowerment in the digital age. Journal of Advertising
Research, 56(1), pp.4-8.
Aswani, R., Kar, A., Ilavarasan, P. and Dwivedi, Y. (2018). Search engine marketing is not all gold:
Insights from Twitter and SEOClerks. International Journal of Information Management, 38(1),
pp.107-116.
Felix, R., Rauschnabel, P. and Hinsch, C. (2017). Elements of strategic social media marketing: A
holistic framework. Journal of Business Research, 70, pp.118-126.
Hanssens, D.M. and Pauwels, K. (2016). Demonstrating the value of marketing. Journal of Marketing,
80(6), pp.173-190.
Hofacker, C. and Belanche, D. (2016). Eight social media challenges for marketing managers. Spanish
Journal of Marketing-ESIC, 20(2), pp.73-80.
Hofacker, C., De Ruyter, K., Lurie, N., Manchanda, P. and Donaldson, J. (2016). Gamification and
mobile marketing effectiveness. Journal of Interactive Marketing, 34, pp.25-36.
Jackson, G. and Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix.
Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
Kannan, P. (2017). Digital marketing: A framework, review and research agenda. International Journal
of Research in Marketing, 34(1), pp.22-45.
Lamberton, C. and Stephen, A. (2016). A thematic exploration of digital, social media, and mobile
marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of
Marketing, 80(6), pp.146-172.
Scheinbaum, A. (2016). Digital Engagement: Opportunities and Risks for Sponsors: Consumer-
Viewpoint and Practical Considerations For Marketing via Mobile and Digital Platforms. Journal of
Advertising Research, 56(4), pp.341-345.

Marketing 9
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S. and Morrissey, S. (2016). Mobile
shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive
Marketing, 34, pp.37-48.
Wedel, M. and Kannan, P. (2016). Marketing analytics for data-rich environments. Journal of
Marketing, 80(6), pp.97-121.

Marketing 10
Appendices
Appendix 1: Pictures of a clear yet precise mobile banner advertisement targeting Muslim based customers