Digital Media Marketing Strategies Evaluation for Hennessy Company UK

This report analyzes Hennessy Company UK's digital media marketing strategies, focusing on their current practices across various social media platforms such as Facebook, Instagram, Twitter, and YouTube. It evaluates the effectiveness of their approach, which includes short-term and long-term vid...Read More

Running head: TECHNOLOGY AND MARKETING
TECHNOLOGY AND MARKETING
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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Current digital media marketing strategies......................................................................................2
Digital strategy evaluation of Hennessy..........................................................................................4
Recommendations for improvements using industry 4.0 methodologies........................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................8

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Introduction
Hennessey Company UK considers insight and digital media marketing strategies in its
mission and vision to improve profitability in the business organization. The company timely
provides market information, shopper insights, digital media marketing and trends analysis to
improve its marketing and promotional strategies. This enables the company to improve its
efficiency and effectiveness. The company successfully brings in the modern approach to its
brand. Its various digital media marketing strategies bring the brand’s distinctive blend and
complex variables (Chaffey and Smith 2013). The purpose of this report is to identify the current
digital media marketing activities of the business organization, evaluate the suitability of the
company’s digital media marketing activities, improvements and solutions to improve and
maintain its digital media marketing using the industry 4.0 methodologies. Lastly, the reports
provide recommendations and conclude the report.
Discussion
Current digital media marketing strategies
The company strategically creates both short term and long term video’s in order to gain
the attention of the customers. The company strategically adopts various multichannel
approaches for the purpose of distribution. It mainly focuses on different social media platforms
like Facebook, Instagram, Twitter and YouTube for marketing its products and grabs the
attention of the target audience with the use of creative and innovative videos. The content
produced by the company is mainly consumed on the mobile phone devices and tablets (Davies,
Coole and Smith 2017). Therefore, the company identifies the needs to prioritize the vertical

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square video format to make the content compatible for the mobile phones viewers and make it
easy for the viewers to view the content. It was said by the digital director of the Hennessey’s
brand team that their main purpose is feeding the drive in daily life through the use of creative
influencers and by celebrities. The video contents feature movie characters or directors.
Recently, the company has shifted its focus of digital media marketing towards showcasing
influencers beyond celebrities for examples, Artist Gianni Lee, Professional sports players like
Nigel Sylvester. The company believes in “Never Stop, Never Settle” stories to influence its
target audience (Davies, Coole and Smith 2017). The company is best known for its best
performing content. Thus it can be said that the company’s digital media marketing strategies
results in best engagement with the brand, creates sentiments among customers and enables best
distribution. Moreover, the company uses business intelligence and market data analysis for
acquiring information about the UK economic and social context, consumer using habits and
attitudes, the on-going trends and the prevailing competition in the UK market. The company
performs various activities to update itself on the digital trends prevailing in the market,
implementing the new technologies, delivering the social media competitor analysis. Further, the
company analyzes reports to create insights which in turn help the company to drive digital
marketing content strategies (Erol et al. 2016). Hennessey Company also has special team in the
organization which is responsible for analyzing the digital trends and implements the digital
marketing strategies. The digital team of the organization pertains a good understanding of the
all the social media platforms and channels for displaying its content to the target audience. The
digital content displayed on different social media platform is highly customer oriented. The
advertisements and the promotions on the social media platforms are highly attractive, creative

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and appealing to the target audience. The digital team of the company highly pays attention to
each detail of the content and focus on approachability (Järvinen and Karjaluoto 2015).
Digital strategy evaluation of Hennessy
Hennessey Company UK, with its strategic digital media marketing has written new
chapters and positioned itself as an unrivaled market leader. With its innovation digital media
marketing strategy and with its continuous innovation, the company has been able to strengthen
its market position throughout the world. This has enabled the company to give the world a
radical new approach. With the company’s art of crafting a message and posting attractive videos
on various digital media marketing platforms the company has been able to define its identity
and its vision (Lu 2017). Hennessey Company UK has mainly focused on viral marketing. The
company’s well executed digital media marketing campaigns has enabled the company to grow
by increase in its sales and revenue. The company’s compelling messages on social media
platforms made the consumers act on their intrigue and enabled them t engage themselves with
the specific marketing idea (Rodič 2017). Therefore, on evaluating its social media marketing
strategies, it can be said that it has been effective for the company. The company’s overall digital
media marketing activities and strategies suit the business.
The approach to social media marketing approach of the company is highly effective for
the company. The company has put their maximum effort on the paid, owned and earned media.
The company has been able to build loyal customers over the year. The company’s constant
involvement and interaction with the customers has helped the company to gain their trust and
confidence on the brand (Spiller and Tuten 2015). The company has been able to share
knowledge, entertain the customers and interact with customers with different culture. Therefore,

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the company has successfully introduced its digital media marketing strategies. This has helped
the company to gain a competitive advantage by staying relevant with the customers. The
company has been able to grow and expand its business globally with the use of social media
platforms, introducing new products, crafting its message innovatively and posting creative
videos on social media platform. Therefore, the internet and the digital media marketing
strategies have assisted the company for brand building purpose, initiating communication with
the customers (Stock and Seliger 2016). Hennessey Company UK has been responsive to the
rapid growth of web based platforms. It ensured its presence on different social media marketing
platforms and by doing it, it has been able to maintain its high standard. Therefore, it can be said
that the company social media platforms and other media and channels has highly suited the
business organization and its activities associated with it.
Recommendations for improvements using industry 4.0 methodologies
The customers in general go through various stages before making the final purchasing
decisions. It has been analyzed that the company’s digital media marketing strategies, the use of
various digital media tools like website, affiliate marketing, SEO, SEM, Video contents has been
highly effective for the company (Todor 2016). However, to maintain the effectiveness of the
company’s business activities with the use of emerging technologies like artificial intelligence,
machine learning, robotics and other technologies. This will enable the company to enhance its
business operations and activities. Firstly, the company needs to focus on spreading awareness
through its advertising strategies. It is recommended that the company can give even more
accurate information about the products with specialized information. Rather than just crafting
the message for customer entertainment (Chaffey and Smith 2013). Utilization of mixed

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strategies could help the company to grab the attention of the customers even more quickly.
Moreover, the company can utilize artificial intelligence, robots. Machine learning to find even
more new and innovative ways for the business. With this, the company will be able to build its
reputation. With the implementation of augmented reality, the consumer will make an immediate
purchase (Davies, Coole and Smith 2017). Having customer advocacy will help the company to
acquire new customers at the reputation stage.
Further, the company is recommended to maintain its digital media marketing campaigns,
research on consumers. The company needs to have a continued engagement with the customers.
Promote new and innovative content to enable the customers to take action and make an
immediate purchase (Erol et al. 2016). The video content, social media platform messages,
websites and others will help the company to increase awareness, generate interest among the
customers, and enable them to make a purchase. It has been recommended that the marketing tea
and the sales force of the company must generate content and blogs that are informative about
the product and the company. The company needs to consider the implementation of internet of
things. The device performance data will enable the company to plan for priority actions and
implementation timings. The utilization of Drone delivery will enable the customers to get an
enhanced experience (Järvinen and Karjaluoto 2015). With the use of drone and robotic
delivery, it can add value to the business services. These activities will drive the customers to the
business and thereby increase the profitability of the business.
Conclusion
Therefore, from the above analysis, it can be concluded, that Hennessey Company UK
has successfully and effectively implemented its digital media marketing strategies which has
helped the company to gain its position as a market leader and gain competitive advantage. The

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company’s has effectively used social media platforms as tools to reach out to the target
audience and thereby increase its sales and revenue. It is the strategy of the company to interact
actively with the target audience through the use of social media marketing platforms and
increase the brand value and reputation for the company. It can be said that the digital media
marketing department of the company is highly effective. The report has identified that the
strategies of digital media marketing is highly suited for the business activities. The report has
also provided suggestions and recommendations for improvement with the use of industry 4.0
methodologies.

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References
Chaffey, D. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital
marketing. Routledge.
Davies, R., Coole, T. and Smith, A., 2017. Review of socio-technical considerations to ensure
successful implementation of Industry 4.0. Procedia Manufacturing, 11, pp.1288-1295.
Erol, S., Jäger, A., Hold, P., Ott, K. and Sihn, W., 2016. Tangible Industry 4.0: a scenario-based
approach to learning for the future of production. Procedia CiRp, 54, pp.13-18.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for
marketing in a digital era. European management journal, 32(1), pp.1-12.
Lu, Y., 2017. Industry 4.0: A survey on technologies, applications and open research
issues. Journal of Industrial Information Integration, 6, pp.1-10.
Rodič, B., 2017. Industry 4.0 and the new simulation modelling paradigm. Organizacija, 50(3),
pp.193-207.
Spiller, L. and Tuten, T., 2015. Integrating metrics across the marketing curriculum: The digital
and social media opportunity. Journal of Marketing Education, 37(2), pp.114-126.
Stock, T. and Seliger, G., 2016. Opportunities of sustainable manufacturing in industry
4.0. Procedia Cirp, 40, pp.536-541.

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Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.51.
Vaidya, S., Ambad, P. and Bhosle, S., 2018. Industry 4.0–a glimpse. Procedia
Manufacturing, 20, pp.233-238.