MKT500 Assessment 2

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MKT500 Marketing for Managers Assessment 2 Digital Marketing Company Name- Woolworths Supermarket (Retail industry) Student name- Student ID - 1 | P a g e

Table of Contents Introduction .............................................................................................................................. 3 Background of the industry .................................................................................................... 3 Background of the business and product/service ................................................................... 3 Online marketplace /website of the business. ........................................................................ 4 Email marketing of the business ............................................................................................ 4 SMS marketing of the business .............................................................................................. 4 Search engine marketing of the business ............................................................................... 5 Social media marketing of the business ................................................................................. 5 Using YouTube as a tool for market promotion of the business ............................................ 5 Online review of the business ................................................................................................ 6 Recommendation and conclusion ........................................................................................... 6 References ................................................................................................................................. 8 2 | P a g e

Introduction In order to thrive in the contemporary market, organisations must employ digital marketing methods that enhance client awareness and stimulate purchasing behaviour. In order to effectively compete with the multitude of well-established enterprises in Australia, Woolworth must use effective online advertising strategies. The organisation is contemplating the inclusion of an Australian store in its operations. The implementation of effective digital marketing strategies is crucial in light of the proliferation of comparable enterprises. This establishment offers customers a diverse range of apparel, footwear, and accessories. The primary objective of the organisation is to market high-quality products at prices that are competitive within the industry. Background of the industry The proposed business is an Australian retail business. Due to the abundance of retail outlets, competition is fierce in Australia. Digital marketing strategies that help businesses stand out in today's crowded marketplace and attract new clients are essential for survival. Storefront businesses, online marketplaces, and commissioned salespeople all make up the retail industry. Products sold by a company may include everything from white goods and home electronics to flooring and furniture and even housewares ( Alawadly, 2022). Influencers' preferences for certain product categories including personal care and home products, footwear and apparel, and others may be to credit for the country's rising sales, along with effective online advertising and widespread brand identification. Customers' increasing demands should sustain this pattern far into next year. Background of the business and product/service The department store Woolworths is most often associated with has a large variety of apparel, footwear, and accessories. The quality is superb, and the costs are reasonable. By stocking a vast array of goods, Woolworths strives to provide its consumers with the greatest shopping experience possible. People may purchase with confidence knowing that they only work with dependable vendors and provide a generous return policy. Woolworths is committed to providing its consumers with comprehensive product descriptions and insightful suggestions so that they can purchase with complete peace of mind ( Spennemann, 2023). Woolworths strives to make the shopping experience for its consumers pleasant and stress-free. 3 | P a g e

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Online marketplace /website of the business. Woolworths, a prominent retail chain, has recently introduced an electronic commerce platform with the aim of enhancing its customer service capabilities. The design of the website facilitates ease of information retrieval for visitors. The company's existing cost structure is further enhanced by the generous availability of discounts, rendering it more attractive. Considering the application of this strategy to enhance customer acquisition and financial rewards is a prudent course of action. The Internet has facilitated the emergence of several avenues for advertising, which is considered to be one of its significant advantages ( Elliott, 2022). These encompass digital solutions that may be utilised to broaden one's consumer base and effectively convert casual browsers into long-term supporters. Email marketing of the business Email marketing is an essential component that completes digital advertising methods. Enhancing brand recognition and visibility while maintaining cost-effectiveness. Email newsletters serve as a means of disseminating information to clients regarding forthcoming promotions, price reductions, and recently introduced merchandise. The utilisation of emails can facilitate a stronger connection with clients due to their inherent flexibility. In order to assess the effectiveness of its internal enterprises' email marketing initiatives, Woolworths may employ several metrics including open and click-through rates, as well as conversions ( Zulu, 2020). The implementation of email marketing by Woolworths has resulted in enhanced brand and product awareness. SMS marketing of the business Woolworths stores have started employing short messaging service (SMS) marketing to reach customers who may not have access to the internet or email. Woolworths uses the SMS, or short messaging service, to advertise to large groups of people about sales and new offerings. Woolworths may use this tactic to notify a select group of customers about upcoming deals and product arrivals. Woolworths uses customers' browsing history and other data to personalise their advertising. As a result, more individuals are won over and more products are sold. Mobile short message service (SMS) advertising may expand a company's clientele quickly and at a lower price than traditional advertising methods ( Sartor, 2021). It helps Woolworths monitor customer activity and evaluate the success of marketing campaigns. 4 | P a g e

Search engine marketing of the business Proficient knowledge of search engine optimisation (SEO) is vital for digital marketers to effectively carry out their tasks. By employing the use of Search Engine Marketing (SEM), Woolworths successfully enhanced brand recognition and effectively drew in a larger client base to its online platform. The ascent of Woolworths in search engine rankings may be attributed to both organic (on-site) and paid (keyword-based) initiatives ( Duh & Pwaka, 2023). In summary, this technique presents a highly effective approach for augmenting the revenue generated by one's online retail platform. Social media marketing of the business Woolworths use message boards as a means of engaging with customers and gaining insights about their preferences. Woolworths has established a strong presence and influence in the realm of social media. Woolworths frequently supplements their online presence with novel material, including instructive blog entries and exclusive promotional offers. This approach has remarkable efficacy in acquiring new clientele and maintaining communication with existing consumers. The advent of social media marketing has significantly altered the manner in which organisations may impact customer behaviour ( Banerjee, 2022). This transformation encompasses several aspects, including the promotion of content that encourages user involvement and the use of personal data to enhance the effectiveness of message strategies. Using YouTube as a tool for market promotion of the business Woolworths has the capacity to effectively engage a broad demographic through the utilisation of YouTube, a very effective digital marketing platform. According to our study findings, Woolworths employs a strategy of regularly uploading promotional films and informative content on the popular video-sharing platform, YouTube, with the aim of expanding their reach to a broader demographic. The films can potentially fulfil two functions: firstly, as promotional tools for Woolworths' offerings, and secondly, as informative materials for the broader populace. Woolworths has the ability to utilise the popular video-sharing platform YouTube as a means to effectively showcase their commitment to acknowledging and appreciating input from both current and prospective consumers ( Elliott, 2022). The utilisation of videos may serve as a promotional tool for Woolworths, therefore attracting a larger audience to the company's website. This increased online traffic has the potential to positively impact sales figures. 5 | P a g e

Online review of the business The feedback and suggestions of Woolworths' customers are given a high priority, and the company makes every effort to collect them. By making use of this data, Woolworths may improve its capacity to cater to the inclinations and preferences of its clientele. This phenomenon not only leads to an increase in sales, but it also serves as a means of recruiting new customers who, upon reading good evaluations, are motivated to engage in a purchase ( Truter, 2021). As a result, this phenomenon not only contributes to an increase in sales, but it also serves as a way of attracting new consumers. Recommendation and conclusion The report concluded that potential for Woolworths stores to attract a larger customer base and enhance sales may be realised via the use of digital marketing strategies. The article showcases Woolworths as an illustrative case of a firm that has allocated substantial resources towards digital marketing channels, including but not limited to affiliate marketing, e-mail marketing, SMS marketing, search engine marketing, social media marketing, and virtual reality marketing. Woolworths has also undertaken initiatives to gather customer input, therefore acquiring vital insights regarding their target customer base. The considerable success of Woolworths may be largely ascribed to the effective implementation of digital marketing tactics by the corporation. The Woolworths Group advocates for a significant investment in online advertising across all of its divisions as a means to attract and retain a larger customer base. It is recommended that in order to differentiate oneself from the vast number of individuals actively Woolworths need updating their social media pages, it is necessary to provide unique and exceptional material. Every form of media needs a tailored approach. Hence, it is imperative to acquire proficiency in platform-specific methodologies pertaining to content creation and user interaction ( Cramer, 2022). While the frequency of postings should be adjusted according to the specific media platform Woolworths are using, it is consistently recommended to maintain regularity. It is recommended that developing a content schedule for each of the social media platforms is a method that may be employed to guarantee adherence to one's strategic plan. The provided timeline can assist individuals in effectively managing their material during the upcoming months. Analysing the intricacies of one's social media statistics is a crucial undertaking for enhancing one's digital standing ( Grigsby-Duffy et al., 2020). Fortunately, a 6 | P a g e

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majority of social media sites possess the capability to do this task automatically when transitioning to a corporate profile. By utilising the provided information, one may assess their development and maintain momentum. 7 | P a g e

References Alawadly, S. (2022). SMART Social Marketing strategies to promote sustainable development in Egypt (Doctoral dissertation, faculty of mass communication, MSA university). https://joa.journals.ekb.eg/article_268402_d1d9fb5a5781a17d99507c5d82daa3a8.pdf ?lang=en Banerjee, S. (2022). A Review on Strategic Analysis of Australian Supermarkets. Journal of Production, Operations Management and Economics (JPOME) ISSN 2799- 1008 , 2 (06), 36-45. http://hmjournals.com/journal/index.php/JPOME/article/download/1186/1327 Cramer, R. (2022). “It’s this diversity that makes Australia such a unique country”: nationalism in a multinational marketing campaign. Social Semiotics , 32 (1), 58-78. https://researchers.mq.edu.au/files/186822219/117452170_AV.pdf Duh, H. I., & Pwaka, O. (2023). Grocery retailer's brand performances from brand personalities and marketing offerings. International Journal of Retail & Distribution Management , 51 (13), 101-122. https://www.emerald.com/insight/content/doi/10.1108/IJRDM-10-2022- 0404/full/html Elliott, K. (2022). The Expert in the Aisles: Exploring supermarket narratives in Coles and Woolworths magazines from 2009-2018 using machine learning techniques (Doctoral dissertation, Macquarie University). https://figshare.mq.edu.au/ndownloader/files/34526531 Elliott, K. (2022). The Expert in the Aisles: Exploring supermarket narratives in Coles and Woolworths magazines from 2009-2018 using machine learning techniques (Doctoral dissertation, Macquarie University). https://figshare.mq.edu.au/ndownloader/files/34526531 Grigsby-Duffy, L., Schultz, S., Orellana, L., Robinson, E., Cameron, A. J., Marshall, J., ... & Sacks, G. (2020). The healthiness of food and beverages on price promotion at promotional displays: A cross-sectional audit of Australian 8 | P a g e

supermarkets. International journal of environmental research and public health , 17 (23), 9026. https://www.mdpi.com/1660-4601/17/23/9026/pdf Sartor, D. (2021). An Exploratory Study of Woolworths Consumer's Post-Covid Food Waste Behaviour. https://iiespace.iie.ac.za/bitstream/handle/11622/769/Dean%20Sartor %20Final%20Research%20Report.pdf?sequence=1&isAllowed=y Spennemann, D. H. (2023). The Digital Heritage of the Battle to Contain COVID-19 in Australia and Its Implications for Heritage Studies. Heritage , 6 (5), 3864-3884. https://www.mdpi.com/2571-9408/6/5/205 Truter, T. (2021). Exploring the factors affecting employee motivation to be innovative on product development: A case study for Woolworths South Africa (Master's thesis, Faculty of Commerce). https://open.uct.ac.za/bitstream/handle/11427/36206/thesis_com_2021_truter %20tessa.pdf?sequence=4&isAllowed=y Zulu, S. B. (2020). The role of CSR in brand equity: Case of selected Woolworths stores in Pietermaritzburg (Doctoral dissertation). https://ukzn- dspace.ukzn.ac.za/bitstream/handle/10413/19497/Zulu_Simangaliso_Bayabonga_202 0.pdf?sequence=1&isAllowed=y 9 | P a g e

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