Comprehensive Digital Communication Plan for Woolworths Limited

This report presents a digital communication plan tailored for Woolworths Limited, a major Australian supermarket chain. It delves into the significance of a robust digital communication strategy for enhancing market share and fostering customer relationships. The plan encompasses various digital communication platforms, including social media (Facebook, Twitter, Instagram, etc.), email marketing, video hosting, programmatic marketing, customer service, SEO, and website analytics. The report outlines specific objectives, such as increasing product awareness and customer engagement. It identifies the target audience and details approaches like using timestamps, social tagging, secret marketing, and team-based Facebook responses. The report also includes timelines and budget considerations, culminating in recommendations to improve Woolworths' digital presence and achieve its marketing goals. The report aims to help Woolworths leverage digital platforms to connect with consumers, understand their needs, and ultimately drive business growth.

RUNNING HEAD: Digital Communication Plan
Digital Communication Plan

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Table of Contents
Introduction................................................................................................................. 3
Organization................................................................................................................3
Digital Communication Platforms (DCP).....................................................................3
Social Media............................................................................................................ 4
Email marketing.......................................................................................................5
Video hosting...........................................................................................................5
Programmatic marketing..........................................................................................5
Customer services...................................................................................................5
Search Engine Optimization....................................................................................5
Website analytics.....................................................................................................6
Aim..............................................................................................................................6
Objectives................................................................................................................6
Target audience..........................................................................................................6
Approaches.................................................................................................................6
Using time stamp.....................................................................................................7
Socially Tag Individual.............................................................................................7
Secret Marketing by using Instagram......................................................................8
Makes a team to respond on Facebook...................................................................8
Marketing by Twitter.................................................................................................9
Makes group on Pinterest......................................................................................10
Addressed social Media.........................................................................................10
Woolworths Content..................................................................................................11
Timelines and Budget for project...............................................................................11
Conclusion................................................................................................................ 12
References................................................................................................................13
Table 1: Timelines and Budget for digital communication project.............................11
chart 1: Digital Communication tools...........................................................................5
chart 2: Social media...................................................................................................5
chart 3: Time Stamp....................................................................................................8
chart 4: Socially Tag Individual...................................................................................8
chart 5: Secret Marketing by using Instagram.............................................................9
chart 6: Makes a team to respond on Facebook.......................................................10
chart 7: Marketing by Twitter.....................................................................................10
chart 8: Makes group on Pinterest............................................................................11
chart 9: Addressed social Media...............................................................................11

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Digital Communication Plan
Introduction
This report demonstrates about the digital communications plan for Woolworths
Limited. The digital communications plan is significant for the organization due to
enhancing growth and market share in long-term. The digital communication plan is
used to successfully implement the strategies, which makes by organization to
accomplish the objectives and goal significantly. The main aim of digital
communication plan is to aware a large number of customers regarding the goods
and services of Woolworths Limited. At the same time, it can also be said that the
digital communication plan is significant to directly communicate with customers and
identify the actual needs or requirements of customers regarding the goods and
services of company. It could be effective to easily enhance the market share and
makes a strong relationship with consumers in long-run (Armstrong, et al., 2015).
Organization
WL (Woolworths Limited) is Australian organization, which is the biggest
supermarket series. It has more than 996 stores across the Australia along with
116,000 employees in stores, and delivery centers. It also helps the administrative
department to fulfill the needs and expectations of customers regarding the goods
and services. It gets 96% of fruits from the Australian farmers and 100% of meat also
collect from the local farmers and growers that can be supportive to provide the fresh
fruit and meat to the Australian. In addition, it is also addressed that Woolworths is
generally known for the fulfillment of the needs of consumers. Therefore, company
gives the preference to the needs and requirements of the consumers. Furthermore,
consumers mainly consider two things such as unique product and easy ways to the
workshop. Therefore, company has provided the Woolworths Supermarket App to
their customer, which is supportive to get all required things on the kitchen stall
(Woolworths Group, 2017).
Digital Communication Platforms (DCP)
Woolworths has currently used some significant ways to digital communication for
directly interact with potential customers. These are Blogs, online groups, twitter,
Facebook, multimedia sharing, and social bookmarking. These are supportive to
enhance the revenue of company because it creates a positive image in the
customer’s mind. The following Platforms of Digital communication should use by
Woolworths to interact with potential customers in less time:

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Digital Communication Plan
Woolworths can use many digital communication platforms for interacting with
customers and enhance the number of customers, which can directly affect the
growth and profitability of company in long-term. The digital communication tools are
social media, email marketing, video hosting, programmatic marketing, customer
services, SEO (search engine optimization), and website analytics. These tools play
a significant role to increase the growth of company in an efficient manner
(Blakeman, 2014). These are discussed below:
chart 1: Digital Communication tools
(Source: Blakeman, 2014).
Social Media
Woolworths limited can use the social media which consider some significant types
of apps to direct communicate with customers and identify their actual desires
regarding the products and services of company. These are Facebook, LinkedIn
Groups, Twitter, Tumbler, Instagram, Flicker, Blogs, and YouTube. At the same time,
company can use such sources of social media and enhance awareness within the
customers towards company product and services. Hence, company can collect
perception, feedback, and views of customers regarding the substitute products.
Additionally, company can also examine the experience and expectation of
consumers towards the goods and services of company.
Chart 2: Social media

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Digital Communication Plan
(Source: Blakeman, 2014).
Email marketing
Email marketing is also a second best source to make a direct link with the
customers. Additionally, an organization can use the email marketing to send
commercial information or message to specified and potential customers of the
company. At the same time, it is also found that each message, which is sent by
email denoted as email marketing in the organization (Chaffey, et al., 2013).
Video hosting
Company can also use the Video hosting apps whereas it uploads video related to
the product and services and attracts more customers in less time and cost. The
company can also collect the feedback regarding the product and services to
eliminate the quality issues of product in a significant manner. At the same time, it
can also be said that through the video hosting company can also directly
communicate with potential customers in less time and cost.
Programmatic marketing
The programmatic marketing becomes a significant way of a digital marketing tool for
attracting more customers regarding the products and services of organization. An
organization can use programmatic marketing because it is a process where the
software automatically buys, place and optimize the media inventory through bid
system. Therefore, it can be said that this process could be effective to get accurate
outcome in specified time.
Customer services
Customers are a move towards the application of online source because of getting
the products and services in less time and manage their busy schedule. Hence, a

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customer has needed to manage their issues regarding the online sources so
company has offered the customers services to their potential customers. In
additionally, Woolworths can use Zendesk, vice call service, and live chat to
eliminate the issues of consumers significantly (Grunig, 2013).
Search Engine Optimization
Search Engine Optimization is also a significant tool for organization it is because
SEO is a best way to present the information regarding the product and services of
company. Additionally, SEO includes some significant apps such as Moz, SEMRush,
and Screaming Frog to present the Woolworths information on web page
significantly. It supports to attract more customers in less time and minimum cost in
an effective manner.
Website analytics
Website analytics plays a vital role in an organization because this tool helps to
successfully provide the information regarding the website, web visitor, and visitor’s
expectation and behavior. It can be essential to improve the performance of website
and rates of communication level in long-term. Therefore, it is addressed that this
tool can be more affecting than other digital platforms (Holliman, and Rowley, 2014).
Aim
The main aim of digital communication platforms is to increase revenue and profit of
organization. This aim can be achieved by using the following objectives:
Objectives
 To increase product and services awareness through digital communication
platforms by 30%
 To enhance the number of existing and potential customers by 45%
 To decline the customer's issues regarding the product and services of
company by 40%
 To increase the response towards customer services by 35%
Target audience
The target audiences are people who have requisite of company product and
services and the target place where company can present their information about the
goods and services. At the same time, it can also be said that if company can only
focus on twitter then they waste their time together with in case company can only
focus on email marketing then they can also waste its time. But, when company can
use the combined of different online sources and present their product information,

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then they could achieve more success in less time and cost. It could also be
beneficial to make a strong relationship together with affecting the market share of
company in long-term. An organization can target the audience of social media,
email marketing, video hosting, blogs, and web content. It could offer favorable
outcome to the company in long-run (Järvinen, and Karjaluoto, 2015).
Approaches
Woolworths has used different approaches for increasing the demand of customers
in long term. These approaches are making one team, decline cost refines
procedure, and making an interconnected brand, refresh supplies, and update brand
offering. The following approaches should use by Woolworths to enhance the
number of customers in long term:
Woolworths can use some significant kinds of approaches to increase revenue and
profit in long-term. These are using a time stamp, socially tag individual, secret
promotion by Instagram, and make a team to respond people on Facebook. Others
are a promotion by twitter, make a community on Pinterest, and address company
social media. These tools are discussed below:
Using time stamp
Live chat and hang out demonstrate the wonderful appeal and permit Woolworths to
develop trust and make a positive relationship with potential or target customers in
long-run. Woolworths can also use the time stamp to emphasize important
secession.
Chart 3: Time Stamp

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(Source: Karjaluoto, et al., 2015)
Socially Tag Individual
If company wants to make a robust relationship with consumers then it has needed
to present their activity on more than two social sites. Since, it will enhance the
visibility by wonderful presence of product and service’s information on more than
one social media sites. It could increase the awareness regarding the company
product and services between the potential customers. Further, Woolworths can also
address those sites where people are more active due to easily interacting with
consumers and make a strong and long-term relationship significantly (Karjaluoto, et
al., 2015)
Chart 4: Socially Tag Individual

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(Source: Karjaluoto, et al., 2015)
Secret Marketing by using Instagram
Woolworths can use Instagram to contact with consumers and make a positive
relationship. Additionally, company can use the option of direct messaging and send
the secret message to their potential customers and makes long –term and
trustworthy relationship (Keegan, et al., 2015).
Chart 5: Secret Marketing by using Instagram
(Source: Keegan, et al., 2015).
Makes a team to respond on Facebook
Woolworths can make a group to respond their potential customers because it could
be significant to attract more customers regarding the company products and
services. At the same time, it can also be said that Woolworths limited react on each
wall post of Facebook, and comments to develop a favorable relationship and gain
company image in Australia together with across the nation.
Chart 6: Makes a team to respond on Facebook

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(Source: Keegan, et al., 2015).
Marketing by Twitter
Twitter is also a best way to attract more customers towards the company in less
time and cost for the long run. Additionally, Twitter is more innovative tool to present
the company information and interact with customers successfully. It provides three
kinds of twitter advertising option such as tweets, endorsed styles, and endorsed
accounts. The company has paid to twitter in case people react on promotional
message. Hence, it can be found that Woolworths can enhance the customers in
minimum investment (Killian, and McManus, 2015).
chart 7: Marketing by Twitter
(Source: Killian, and McManus, 2015).

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Digital Communication Plan
Makes group on Pinterest
Pinterest becomes second largest way regarding the traffic of a website. It is a best
way to easily gain the fans or consumers in long-term. Further, it can be said that
company can make a community on Pinterest and interact with group members to
attract people for making a strong relationship with consumers.
chart 8: Makes group on Pinterest
(Source: Stone, et al., 2014).
Addressed social Media
There are many organizations who have not demonstrated the actual idea or
information, which they want to present in front of potential and expected customers.
Hence, it can create complexities to customers for getting actual information
regarding product and services of the specified company. Additionally, Woolworths
should always keep in the mind regarding such kind of mistake in order to make a
favorable image in mind of consumers, which affects the market share and growth of
company in long-term.
Chart 9: Addressed social Media

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Digital Communication Plan
(Source: Ryan, 2016).
Woolworths Content
Woolworths can use “Fresh Food for Customers” as content. It demonstrates that an
organization has offered the fresh food to their customers, which emotionally connect
consumers to the company for a long period. At the same time, it can also be said
that it also supports to make a positive relationship with potential buyers. Moreover,
the content of company can also influence customers in first impression because it
demonstrates the preference of company about consumers. Therefore, an
organization should make an influencing content for attracting more customers in
less time and cost (Parente, et al., 2014).
Timelines and Budget for project
The time and budget for this project is relied on specified objectives and investment
cost. Additionally, the total estimated budget for this project is $ 300,000 to obtain
estimated return on investment of $552,000 during 90 days.
The below table demonstrates budget and time to accomplish whole project together
with considering each factor of digital marketing communication tools (Parente, et al.,
2014).
Table 1: Timelines and Budget for digital communication project
Digital Communication
Platforms
Estimated Time Period
(in days)
Estimated Budget (in $)
Social Media Platforms
Facebook 7 50000
LinkedIn Groups 5 90000
Twitter, 7 11500
Tumbler, 5 13000
Instagram, 7 170000
Flicker 6 70000
Blogs 7 3000
YouTube 7 11000
Customer services
Zendesk 5 9000
Voice call 3 10000
Live Chat 9 11000
Web Analytics 5 29000
SEO 7 70000
Programmatic Marketing 5 3000
Video Hosting 5 1500

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Digital Communication Plan
Conclusion
As per the above conclusion, it can be concluded that the digital communication
platforms are an effective tool for organization due to attract more customers in less
time and cost. At the same time, digital communication tool is also supportive to
makes a favorable relationship with potential consumers in long-term. It is also
examined that there are some significant types of tools which are considered in the
digital communication platforms such as social media, and programming marketing.
Others are search engine optimization, video hosting, web analytics, email
marketing, and customer services. Finally, it can be summarized that company
content has also significant for making strong relationship with the customers in long-
term. Additionally, it can also be said that company content can be supportive to
make an emotional connection with the consumer for long-period, which could be
essential for enhancing the market share of the company in a significant manner.
Recommendation
Woolworths should utilize some significant strategies to significantly improve the
digital communication. These are specifying the targeted audience, build the unique
brand image, and enhance marketing channels. Further, these factors are discussed
below:
Targeted audience
The company should identify or segment the audience to effective digital
communication. Further, it can be said that an organization should classify their
audience on behalf of a demographic factor because it could be essential for
wonderful digital communication. Moreover, Age, Race, Sex, Traditional experience,
Education, and Employment description are considered in the demographic factor.
Build the unique brand image
The company can also improve the digital communication by building a unique brand
image and trust among the consumers regarding company brand. At the same time,
the company can develop trust in the marketplace by offering transparency regarding
product and services (Chaffey, et al., 2013).
Enhance channels
The company has needed to implement the multiple marketing strategy or channel to
improve the digital communication in long-term. Additionally, application of email
marketing and mobile is the cheapest and easiest sources to directly communicate

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with targeted customers. At the same time, it could also be supportive to improve the
digital communication in a significant manner (Keegan, et al., 2015).

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References
Ab Hamid, N. R., Akhir, R. M., and Cheng, A. Y. (2013) Social media: an emerging
dimension of marketing communication, Journal of management and marketing
research, 12, P. 1.
Armstrong, G., Kotler, P., Harker, M., and Brennan, R. (2015) Marketing: an
introduction. USA: Pearson Education.
Blakeman, R. (2014) Integrated marketing communication: creative strategy from
idea to implementation. USA: Rowman and Littlefield.
Chaffey, D., Smith, P. R., and Smith, P. R. (2013) eMarketing eXcellence: Planning
and optimizing your digital marketing. UK: Routledge.
Grunig, J. E. (Ed.). (2013) Excellence in public relations and communication
management. UK: Routledge.
Holliman, G., and Rowley, J. (2014) Business to business digital content marketing:
marketers’ perceptions of best practice, Journal of research in interactive
marketing, 8(4), pp. 269-293.
Järvinen, J., and Karjaluoto, H. (2015) The use of Web analytics for digital marketing
performance measurement, Industrial Marketing Management, 50, pp. 117-127.
Karjaluoto, H., Mustonen, N., and Ulkuniemi, P. (2015) The role of digital channels in
industrial marketing communications, Journal of Business and Industrial
Marketing, 30(6), pp. 703-710.
Keegan, W. J., and Green, M. C. (2015) Global marketing. Upper Saddle River, NJ:
Pearson.
Killian, G., and McManus, K. (2015) A marketing communications approach for the
digital era: Managerial guidelines for social media integration, Business
Horizons, 58(5), pp. 539-549.
Parente, D., and Strausbaugh-Hutchinson, K. (2014) Advertising campaign strategy:
A guide to marketing communication plans. USA: Cengage Learning.
Parente, D., and Strausbaugh-Hutchinson, K. (2014) Advertising campaign strategy:
A guide to marketing communication plans. USA: Cengage Learning.
Ryan, D. (2016) Understanding digital marketing: marketing strategies for engaging
the digital generation. USA: Kogan Page Publishers.
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.

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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.
Woolworths Group. (2017) about us. [Online]. available at:
https://www.woolworthsgroup.com.au/page/about-us/our-brands/supermarkets/
Woolworths (Accessed: 26 August 2017).