Haigh's Chocolates: Digital Marketing Analysis and Recommendations

This report evaluates Haigh's Chocolates' digital marketing strategies, focusing on their effectiveness in utilizing social media platforms like Facebook, Twitter, Instagram, and YouTube. It addresses the problem of aligning social media platforms with specific market segments, highlighting that not all platforms are suitable for every audience. The report prioritizes the platforms based on their impact, recommending Facebook first, followed by Twitter, Instagram, and YouTube. It also provides recommendations for Haigh's Chocolates, including targeting loyal customers with discounts, offering 24/7 customer support to address online purchase issues, and improving customer relationship management to enhance overall satisfaction and drive organizational growth. The analysis references academic articles and other sources to support its findings and recommendations.

Running head: DIGITAL MARKETING
Digital Marketing: Haigh’s Chocolates
Name of Student
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Author Note

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Table of Contents
4. Effectiveness in Utilizing the Social Media Platforms....................................................2
5. Social Media and market Segment: The Problem...........................................................3
6. Recommendations............................................................................................................4
References............................................................................................................................5

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4. Effectiveness in Utilizing the Social Media Platforms
Haigh’s Chocolates employ more than 600 people throughout the factory and maintains
18 retail stores that are located across Adelaide, Melbourne, Sydney and in Canberra. The
Company maintains its online presence through an e commerce website, from where, people
across the country can order chocolates. In order to connect with the customers, Haigh’s
Chocolates maintains there social media accounts with Facebook, Twitter, Instagram and
YouTube. The brand effectively utilizes all four social media platform to connect to the users
and to promote their products.
The followers of official Facebook and Twitter pages of Haigh’s Chocolates get the latest
updates on their timeline, which enables them to connect with the brand in an effective manner
(Charlesworth, 2014, p. 70). On addition to that, the 24*7 customer support offered by the
admins of Facebook and Twitter handle of the company ensure top level customer satisfaction.
The details about the new offers and new offerings are promoted on Instagram with attractive
graphics and rich content. Occasional video sharing about the inside factory environment and the
making process of chocolates over YouTube helped the brand to earn a large number of
subscribers in their YouTube channel. Thus, the use of these four social media platforms namely
Facebook, Twitter, Instagram and YouTube provide Haigh’s Chocolates a platform to prove that
its customers are the valuable assets of the Company (Ryan 2016, p. 59). The loyal customers of
the company help in promoting the brand to the new customers by sharing the offers, with their
friends. Thus, it can be said that Haigh's Chocolates is able to maintain an effective social media
presence.

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If the company needs to prioritize each of these four platforms, the order of priority
should include Facebook at first, followed by Twitter and Instagram and YouTube at last. This
order of priority has been set since Facebook proves to be one of the most effective platforms for
digital marketing (Tiago and Veríssimo, 2014, p. 705). Twitter is an open platform to promote
any business. With the increase in followers, the customer’s reach increases as well. Instagram
proves to be an effective platform for sharing company’s offers to the existing customers
(Stephen, 2016, p. 19). YouTube may not be that effective in terms of gaining new customers
and hence it is assigned with the lowest priority.
5. Social Media and market Segment: The Problem
It is quite obvious that all types of social media platform will not work for all the market
segments. For example, The YouTube channel of Haigh's Chocolates is not as efficient as its
official Facebook page. This is mainly because the customers of this brand may not be as
interested in chocolate making process as they are in different offers that are offered to the
customers (Stone and Woodcock, 2014, p. 14). On contrary to this, maintaining a YouTube
channel can provide a better business profit to a cosmetic brand. The YouTube channel can
feature the shades and textures of the various products across the brand to provide the customers
a better illustration of their product. On the other hand, a footwear brand may not be as effective
in promoting their products in YouTube as it can be effective in promoting the same over
Instagram (Karjaluoto, Mustonen and Ulkuniemi, 2015, p. 708). Connecting to the customers’
over Youtube may not be as effective as it is in Facebook, Twitter or Instagram, Thus, it can be
said that the prioritization of use of different social media platforms can differ in different market
segments.

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6. Recommendations
Haigh's Chocolates maintains effective social media presence that increases the
customers’ satisfaction. The recommendations based on the digital marketing strategy of the
organization are as follows-
Target Customers: Haigh's Chocolates should offer discounts to the loyal customers.
The offers can be communicated through their Facebook, Twitter and Instagram pages. This can
help in retaining the loyal customers in the organization.
Effective Communication: Haigh's Chocolates should provide a 24*7 customer support
for all types of queries that a customer might have and wants to clear out the same. It is essential
to understand that an online purchase of food products can be subjected to various issues
including delayed delivery, unsatisfactory quality, non-resemblance with the picture provided. A
24*7 customer support will help in increasing the customers’ satisfaction.
Better Customer Relationship management: Issues with customer relationship
management can work against the company and the brand as a whole. Therefore, it is essential to
ensure that the customers’ queries are managed in an effective manner. Customers’ should get
the first priority that will in turn help the organization to grow even more.

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References
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), pp.703-710.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), pp.4-17.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.