Digital Marketing Report: Haigh's Chocolates' Social Media Marketing

This report provides an analysis of Haigh's Chocolates' digital marketing strategies. It examines how Haigh's Chocolates has built strong brand awareness through word-of-mouth promotions and a rich online presence, including their e-commerce platform and social media channels like Facebook and Twitter. The report highlights their use of social media for product promotion, customer engagement, and cost reduction, and discusses how they adapted to the rise of e-commerce by leveraging social media to reach a wider audience. The report also compares the effectiveness of Facebook and Twitter for Haigh's, emphasizing the importance of Facebook for its larger audience and higher interaction rates, while acknowledging Twitter's relevance to a younger demographic. References are provided to support the analysis of Haigh's Chocolates' marketing efforts and their impact on sales and customer engagement.

Running head: DIGITAL MARKETING
Digital Marketing
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4. Haigh’s experiences a strong brand awareness in Australia, and has gained this through
strong word of mouth promotions that came about because of its excellent products and service.
They boast of a good brand recall and recognition because of a unique, favorable and strong
brand image (Kohler 2013). To make sure there is continued engagement with the customers,
Haigh’s invests in having a rich online presence to serve their primary marketing objective and
also allow their customers to shop online. This method has helped Haigh’s in not only having a
good sales increment, but also promoting the company to a wider range of clients and developing
the effectiveness of their distribution methods. Social media is used by Haigh’s for product
promotion, customer engagement, reduction in marketing costs and in a short time reach a wider
group of clients (Haighschocolates.com.au 2017).
With the advent of e-commerce and social media, the traditional bricks and mortar
retailing came under fire. With this situation, Haigh’s moved to servicing its customer base
through the social media channels like Facebook, Twitter and so on. With their social media
solution Haigh’s got hold of a new seamless revenue stream that integrated with their brand
platform. With rigorous customer research in place, their Facebook and Twitter pages culminated
into a truly responsive user interface that brought in more attention to the brand, all the whole
remaining true to their heritage. These pages acted as a steady revenue stream, which had their
infrastructure and analytics in place so that there is no lack in providing Haigh’s with the
required functionality and information to further broaden and better their services, customer
experiences, reach and comprehend the revenue potential of these social media platforms. Their
own website is a tease for people with a sweet-tooth (Smith 2013).
Haigh’s first started out with Facebook, moving on to Twitter later. Facebook should be
on top of the list for Haigh’s. Facebook has the largest number of audience, but Twitter has the

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younger demographic. Therefore, it comes second after Facebook. Another reason for why
Facebook comes before Twitter is that for every one million Twitter followers there were 300
interactions when in case of Facebook it is 700 interactions. The key is that Facebook content
has more lifespan than a Tweet, which needs multiple tweeting (Humphrey 2015).

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References
Haighschocolates.com.au. 2017. Home page - Haigh's Chocolates. [online] Available at:
https://www.haighschocolates.com.au/ [Accessed 3 Sep. 2017].
Humphrey, M. 2015. Forbes Welcome. [online] Forbes.com. Available at:
https://www.forbes.com/sites/michaelhumphrey/2015/02/22/social-media-and-the-oscars-when-
facebook-can-be-better-than-twitter/#16c815bb6499 [Accessed 3 Sep. 2017].
Kohler, A. 2013. A family of chocoholics. [online] Theaustralian.com.au. Available at:
http://www.theaustralian.com.au/business/business-spectator/a-family-of-chocoholics/news-
story/cfe060f189c7b29a4e4cbf5d571dd8d6 [Accessed 3 Sep. 2017].
Smith, P. 2013. Chocolatier Haighs considers virtual doors. [online] Financial Review.
Available at: http://www.afr.com/business/retail/chocolatier-haighs-considers-virtual-doors-
20130325-ji2ks [Accessed 3 Sep. 2017].