CSU Melbourne: Woolworths' Digital & Social Media Marketing Audit

This report presents a descriptive analysis of Woolworths' digital marketing strategies, focusing on their buyer persona, marketing objectives, and environmental analysis. It conducts a digital media audit based on a provided questionnaire, evaluating their strategy's strengths and weaknesses, and provides recommendations for improvement. The buyer persona is identified as women and men aged 25-45 with disposable income. The primary marketing objective is maximizing online traffic for future physical sales. The report analyzes Woolworths' internal and external environments, including their strengths in digital marketing leadership and weaknesses in customer segmentation. The audit covers their digital media platforms, content strategy, and customer engagement, offering an overall rating and suggestions for enhancing their target audience approach, objectives, and communication strategies. Desklib offers a variety of study tools and resources.

Running Head: DIGITAL AND SOCIAL MEDIA MARKETING
Digital and social media marketing
Student’s Name
University Name
Author’s Note

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Executive Summary
This report is a descriptive analysis of the digital marketing strategies of Woolworths, one of
the leading Supermarket Chains of Australia. The buyer persona of the organization
comprises of women and men aged between 25 to 45 who have the maximum propensity to
buy products from supermarkets and also have the maximum disposable income. In this
report critical digital marketing objectives of the organization has been depicted and analysis
shows that the major in of marketing objective is to maximize their online traffic which they
are trying to convert into physical sales in the future. The environmental analysis of the
organization shows that the digital marketing Technologies enjoyed by them are advanced
and highly competitive. Nevertheless, the organization always encounters threat from
emerging E-Commerce Giants. A detailed digital media audit has also been conducted in the
Section 4 of the report based on the provided questionnaire followed by overall rating against
the digital marketing strategies of the organization and prompt recommendations regarding
the need to improve their strategies.

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Table of Contents
Section One: Buyer Persona.......................................................................................................3
Section Two: Identify and critically evaluate Objectives..........................................................5
Section 3: conduct a situational analysis and identify key opportunities...................................7
1) Internal environment.......................................................................................................7
2) External environment......................................................................................................8
3) SWOT :...........................................................................................................................8
Section -4: conduct a digital media audit and answer all relevant questions from task?.........10
Section -5: overall how how would you rate their strategy? Critically assess and evaluate
what they have done well and what they need to improve on in relation to............................11
1. Target audience.............................................................................................................11
2. Objectives......................................................................................................................12
3. Communication.............................................................................................................12
Section -6: CONCLUSION......................................................................................................12
Reference List..........................................................................................................................14

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Section One: Buyer Persona
Identification and profile - Try not to use just demographics, as they are somewhat
meaningless in a digital space.
Element Content
Who
The biggest buyer persona of Woolworths comprises of female aged
between 25 to 45 years. Out of 100, eighty percent would be female and
rest 20% would be male customers. Maximum people with high to mid
level of disposable income along with individual business owners comprise
people of the buyer persona of Woolworths (Kotler et al. 2015).
What
Primary goals of this community involve domestic welfare and financial
support. Since they are involved with domestic work, they need to visit
supermarkets. Again working people have maximum propensity for
processed and packaged goods also. That is why such people urgently need
to visit supermarkets.
Where
This community of buyer persona spends a great deal of their time
commerce doing Window shopping online and surfing social media. Most
people pertaining to this by personal also fever visiting shops and
supermarkets with friends or family members, constituting significant part
of their offline activities.
Content
This group of buyer persona mostly favours domestic products, apparel,
culinary instruments and foodstuffs and almost all other miscellaneous
products available in supermarkets.
Channels This community of buyer persona mostly spends time over socials chatting

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Element Content
mobile apps like WhatsApp. They have significant presence over Facebook
also. Most importantly, this spend significant amount of time surfing E-
Commerce websites also.
Trust
touchpoints
The buyer persona highly famous mass discount offers over history
domestic use products. Again the social marketing activities of Woolworths
every entry highlights that the post discount offers over social media
channels like Facebook (Kotler et al. 2015). Search offers can be the most
trustworthy touch points for the organisation.
Pain
touchpoints
Woolworths is still emphasising more on expanding their physical stores,
more than expanding their E-Commerce business. Since majority of the
buyer Persona comprises of working people, they prefer eat more if they
can get their products of choice delivered home, without any additional
surcharge. Nevertheless, there are two aspects that it needs mention here.
Firstly, online service delivery woolworths includes additional delivery
charges which is comparatively higher then the e-commerce websites.
Secondly, on most instances the buyer persona I have no the choice, then
visiting the stores to get their necessary deliverables.
Customer,
consumer or
influencer
As a customer they can be most loyal as the products they purchase and
needed frequently which would keep them visiting the Woolworths stores,
again and again. As consumers, they have considerable disposable income
in their hand because of which they prefer to purchase their products from
established and reputed stores like wool words, and generally consumed

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Element Content
processed and packaged products.
Lastly, with this community of buyer personal the organisation has high
opportunity of word of mouth publicity. Individual members of this by
personal generally e talks a great deal about discount offers and special
purchase offers provided by the organisation. They also do high level of
critical evaluation of the products; the shopping experiences are the
facilities available at the supermarket stores because of which organisation
enjoy great deal of indirect publicity and promotion (Buchanan, 2018).
‘They say’
“Groceries at cheapest on thursdays, let's visit the nearest woolworths store,
together after office. We can also avail the bulk discount on our purchases,
if we go together”
‘We say’
“visit our stores for a memorable shopping experience. Our experienced
faculty is more than happy to help you find your suitable product, based on
your need.”
Keywords
Word of mouth, bulk purchases, loyal customers, versatility of shopping
Rangers, highly comparative and Critical about price differences, looks out
for offers and discounts in advertisements and promotions (Grimmer,
2018).
Section Two: Identify and critically evaluate Objectives.

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The organization needs to ensure that they have everything needed for a High rank on search
engine and thereby attract maximum traffic
 The organization should have sufficient brand development activities like setting up
user friendly URL structure, 301 redirections, manageable description as well as meta
tag, and so on. This will help in ensuring that they have maximum search engine
ranking.
 Woolworths should also start developing new content blogs over social media by
means of which they will be sharing their specialties, offers and so on
 Development of creative social media content and most importantly being in sync
with the customer’s reactions. The social media marketing team of the company
should be prompt on replying to the comments as well as queries posted by the
customers against every individual social media posts (Manwaring, 2018).
 The major and repetitive demands of the customers evident on the social media
should be Incorporated in the think tank of the organization
 Woolworths should also run offers as well as loyalty programs over the social media
which will help in solid defying the brand presence over the internet.
 The organisation should emphasize on attracting the buyer Persona by providing
product information, discount offers as well as other content like utility videos
concerning the highest sold product over a time span of last 30 to 40 days (Perrone &
Wodonga, 2015). Such videos will highly attract the buyer persona. Prevalence, if a
new home care product of any reputed brand has come to the market shelves the
company should make a unique video on that in order to describe how the product is
different from its previous version, its latest utilities for the buyer persona and so on.
In case if they are having a plan to provide discount offer on the same product for

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Limited creation after its launch, they are need to provide the same information with
the same video only.
 Customer satisfaction can also be driven by developing social media advertisements
for not only product promotion and customer loyalty but also to announce giveaway
offers for best comments on their posts or other similar online activity from the end of
the customers. Offers life free groceries for a month or that can attract masses from
among the buyer personal can be provided for a giveaway (Grimmer, 2018).
Section 3: conduct a situational analysis and identify key opportunities.
1) Internal environment
Woolworths has quotation of having maximum traffic across Facebook, YouTube, Instagram
has suggested for development of customer related content. According to a spokesperson of
goods worth, this has been possible because the organisation has an unique social media and
customer content development team which is almost double in size to the the physical
marketing and Retail Management team of the organisation.
The organisation has an image agenda for social media marketing, every year and the basic
target of the marketing campaign is to develop strong agency client partnership.
In order to achieve this, woolworths operate 20 different social media channels from their
headquarters, for not only Australia but also other 11 countries where maximum of their
physical stores located.
The social media marketing team of the organization has also a dedicated department for
tracking the maximum traffic of customers against the individual product categories on the
product list on their website also. Based on the online preferences expressed by the customers
on their website, woolworths offers curated product combinations with additional offers on

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them to the customers. These offers are posted directly to the customers over encrypted check
platforms, social media wall and timelines and so on (Parkinson, 2018).
2) External environment
It has been observed that more than 50% of the customer traffic of full words over the
internet is coming from those people who Surf internet on the mobile phones and in the last
year 100% growth over mobile transactions for Woolworths have been observed.
This is why Woolworths has launched their updated Android as well as iOS application with
latest functionalities. This was an immediate success with one 66% growth in the number of
registrations over this application in in a single year. Observations include that people are
following that product combination suggestions that are provided and cited to them over the
application in their physical purchase (De Koker, 2019). Hence, it can be analyzed that by
means of digital technology, in the form of their new mobile application, the organization is
able to impact the purchasing behavior of their potential group of customers.
3) SWOT :
Strengths
Woolworths market leadership in digital marketing, staying well ahead of the two other
primary social media players, Coles and wesfarmers. 80% of the purchasing traffic over
online retail in supermarkets belongs to woolworths which has helped in drastically reducing
the competitive threat. The organization has also been able to insurance segment penetration
to their social media marketing strategy. This has been achieved by offering product
suggestions, based on the fries and choice preferences of separate customer groups over there
social media wall and timelines, encrypted chat platforms and so on. The organisation also

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launches most of their promotional policies as well as discount pricing offers over the social
media handles (Dwivedi & Merrilees, 2016). It is already been mentioned here that the buyer
persona of woolworths, preferred surfing discount and promotional offers over the internet,
this strategy has yielded maximum benefit and in the last 2 years, the promotional postings of
Woolworths has been able to attract 55% new traffic over the internet. Hence, it and analyze
that the digital marketing tools employed by Woolworths helps them to ensure good customer
tracking and appropriate social media analyzing.
Weakness
One of the major weaknesses of woolworths in terms of of segmenting customers for
delivering curated product offering is that multiple income segments are using the same
product categories for the organization. Hence, it is not certain whether it is the best value
group whom the offers are being projected to or not. The price wars which Coles over social
media often hampers physical sales of Woolworths. Almost all organisations under the same
industry category keep track of the social media postings of each other. Can more than one
instances it has been observed that social media product offerings and promotional campaigns
have been replicated by Coles which more effective product offerings (Makhitha, 2019).
Therefore in a bid to undercut the competition with online product and offer postings, the
organization has ended up making some major pricing blunders which accounted for massive
losses. Maximum of a shell over social media, allows other Supermarket chains to tag there
are online posts with the social media posts of Woolworths. As an outcome, the traffic which
comes to the social media content of Woolworths of other Supermarket chains like Coles and
so on.
Opportunities

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The organisation can use their social media marketing to bring a differentiation in the in store
experience of customers. They can allow customers to develop artificial intelligence based
shopping checklist. Deccan developed encrypted chat platforms where customers can send
their required list of deliverables directly to the nearest Woolworths store and make digital
payments so that they need to visit the physical stores only to collect their shopping bags ok,
equipped with all products of their choice (Nguyen et al. 2018).
Threats
In terms of social media marketing, the biggest competitors of Woolworths are not Coles or
Wesfarmers. They are the online retail organizations like Amazon who offers serious threats
to the company.
Section -4: conduct a digital media audit and answer all relevant questions from task?
The social media content of Woolworths are heavily covered by customer of all income and
social segments. As an account of that almost all social media posts of woolworths receive an
average of 10,000 likes from the customers. Since woolworths maintenance strategy of
entertaining different customer basis over different social media platforms, they try to post
marketing content twice every week over each of the popular social media platforms like
Facebook, Instagram Twitter and others (Bizcommunity.Com, 2019).
The pull mix of the organisation in Corporates general brand advertisements along with mass
media promotion of latest offer and products over Facebook, projecting word-of-mouth
referrals through lucrative discount offers and Limited period sales announcements over
social media platforms along with sales promotions during the festive and peak shopping

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seasons. The last component of the pull mix is there customer relationship management
where they engage are unique theme for prompt reply and query resolution of the customers
against every individual social media posting.
Woolworths uses all kind of social media channels, including the encrypted chat platforms,
where the send personalized offers to customers as well as the social media platforms like
Facebook, Twitter comma Snapchat and so on where latest product offerings, brand
endorsements as well as discount offers are launched. Most importantly, the personalized
product suggestions and discount offer suggestions that are cited to customers over social
media, always accompany a link that redirects them to the online shopping website of the
organization. The social media postings of Woolworths generally attract an average of 1500
to 1800 comments over the most popular platforms like Facebook and Twitter. Customers are
both appraising as well as critiquing the social media content of Woolworths (McCaulay,
2019). However, the biggest advantage of the organisation is that with from to reply and end
to end conversation they always derive positive publicity in favor of the brand, whether the
customers exhibit negative or positive reaction to their posts.
Woolworthsgenerally posts allsorts of promotional and Limited period campaign offers over
social media. Other potential social media postings include brand endorsements, new product
listings as well as sending personalized product suggestions as well as combinations to the
customers.
Section -5: overall how how would you rate their strategy? Critically assess and
evaluate what they have done well and what they need to improve on in relation to
1. Target audience
Out of 10 rating points, woolworths should get 7 in terms of the target audience selection.
They are emphasizing on 1 buyer persona category. However, analysing the digital marketing

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strategy of the organisation, it can be commented that their social media marketing increase
confuse regarding a large section of their online customers. This is why same product listings
are often offered to more than one customer categories.
2. Objectives
Woolworths has set a most professional social media marketing objectives for them.
However receive 9 out of 10 rating points against their social media objectives, because they
are only left to incorporate a strategy for simplifying the shopping experience of the
customers from using their social media marketing opportunities.
3. Communication
The organisation deserves complete 10 rating points in terms of complication of customers
over social media. As highlighted by Mitchell (2019), Woolworths is reputed for converting
negative publicity into positive perception of customers in favor of organization, by means of
prompt reaction and commentary against the comments posted by customers over social
media postings. The most interesting aspect regarding communication is that they have
unique team for responding to clients’ enquiries social media platforms which is the reason
why Woolworths has maximum online traffic among the major players of Supermarket
industry.
Section -6: CONCLUSION.
Woolworths is is perhaps the leading and most advanced Supermarket chain in terms of
digital marketing strategy and Technology. The targets the most accomplished buyer persona,
who exhibit maximum purchasing parity and holds maximum disposable income. This
election is an outcome of smart digital analytics itself. Analysing the digital marketing

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objectives of Woolworths, it can be concluded that they have an eye on attracting maximum
traffic online, and provide the best product suggestion and promotional offers which keeps
the customers interested and keep coming back to their stores. Efficient digital marketing is
the outcome of a dedicated social media marketing team which is much larger in size
compared to their physical marketing and retail sales team. They have the biggest customer
database, develop on account of their online customer tracking activities. In spite of these
major accomplishments, the organization still faces threat from emerging E-Commerce
Giants like Amazon and eBay. Nevertheless, the online traffic of Woolworths speak for the
brand popularity of the organization. It can be concluded that social media marketing has
been one of the major factors by they have been ahead of competition from their equivalent
competitors, Coles, Wesfarmers and so on.

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