Identify the strategic objectives for the your choosen Company in terms of their Digital Marketing Strategy. What is the Company trying to accomplish with these efforts?
Digital marketing is a wide term mainly meant for marketing or promoting of brands, services and products via digital technologies or electronic media (Boudreau, 2017). A company can incorporate promotional strategies with the help of social media, mobile phones but mostly through the Internet. Effective digital marketing strategy assists companies to grow and explore new opportunities. The present study is based on an evaluation of digital marketing strategy of Aston Club Pty Ltd. The study will include a description of strategic objectives by identifying its key digital platforms. Further rating will be provided to digital marketing efforts of company along with specifying recommendation for improvement
Aston Club Pty. Ltd is a company which develops and designs mobile application software. This application makes its ease for their customers to pay out their bills regarding food and beverages through mobile phones. The company was established in Cremorne, Australia, 2013.
By considering operational activities following strategic objectives for Aston Club are enumerated as below:
Information on digital marketing strategies of Aston Club has been taken from its official homepage, there business strategies, goals and information published on them various media channels.
Yes, digital marketing objectives suits on their strategies as it will help in growth and development of the company. The company can achieve its specified objectives and can attain great success. Customer loyalty can be built. Through these objectives, thecompany could increase its sales and earn more revenue.
Along with the advancement of mobile and social technologies, customers have become more powerful than ever. They are able to get connected with the present status and ability for ascertaining information in second, assist them in controlling their own experience. As per the views of Peppard & Ward, (2016) digital platform can be referred as a software or hardware of a site such as Face book; twitter, Quora, etc. Through developing a digital platform, it becomes easy to connect with customers, built products and services on top of it and co-create the value of same. In present scenario; Aston Clun Pty. Ltd. has been using digital platform for engaging with its customer and is having own strategic plans so that the application of this platform is made with more efficiency. The main objective behind theapplication of digital platform is that more no. of customers can be attracted or engaged with minimum period and another advantage of this platform is limited resources are required for its accessing. In accordance with my assessment, the key digital platforms which have been applied by the company comprise the following:
Social Media Platform: It has been applied by the company to amplify the services which are being provided by them and to attract more no. of customers through it. This platform has been used by the company not only to continue engagement with existing customers but also to interact with new customers. The company is able to provide information regarding the easiness with which payments can be made in an easy manner by making use of this platform. It can be said as thebest method for engaging with thecustomer (both new and existing); as in accordance with current trend major of people use social websites such as Face book, Twitter, Even webpage of thecompany is available, and presently it is having no. of followers on it Attractive offers which are provided by the company can be posted on it so that more viewers can know about the latest offers which are available with any efforts.
Website: The company uses its own website to engage with customers in ana ppropriate manner through providing the information relating to services provided through it. The manner in which app can be downloaded and applied has been explained on the website in a clear manner. In accordance with views of Rocch, Spagnoletti & Datta,(2016) through this platform; the customers who do not engage on social sites can also be attracted and encouraged to use the application.
E-mail Marketing: It is another method might be applied by the company for being engaged with its loyal and regular customers. This platform could be applied for the purpose of informing old customers regarding the changes or amendments to the company (Royle & Laing, 2014). Greetings can be provided to customers relating of the specific occasion so that they keep interacted with customers on a continuing
Subsequent to much anticipation, Aston Club has launched into the Android and iOS markets. It is a POS integrated digital payment plus loyalty platform which enables customers to make payment through their Smart phones and receive exclusive rewards. Crowd sourced marketing content is being used by Aston Club as its main approach to become mainstream. The company has been making use of this type of marketing content for its visual design and digital production. The user interface is really friendly, and the user simply has to download the application, become a new member, type in ASTON50, make a profile and instantly they get credited with $50. Through this, the company is providing new users with a chance to eat and drink at their desired places by offering them $50 for free (Redrup, 2014). With the content being used by the company, it intends to turn all its digital platforms into a content marketplace i.e. a feed of entertainment coupled with some more features with potentially a few 3rd party content partners, formulated to increase engagement in the app – moving beyond the basic of paying restaurant bills. The app is a rich feed of cards i.e. the different digital platforms provide the users with more information regarding the restaurant or bars they are visiting; some entertainment while they are there; productivity and work integrations; and lastly communication with the restaurant they are specifically visiting (Flanagan, 2014).
There is also a carousel a kin app gallery wherein apps and services could be discovered by customers and linked into the Aston Club app. There is also an option for re-engagement that allows the apps to feed content into the Aston Club Feed if a useralready has the app on his/her Smartphone. Aston Club has been using a series of digital marketing platforms like Facebook, Instagram, YouTube, LinkedIn and Twitter to facilitate customer engagement. Through these platforms, the company indulges in real engagement, the type which is beyond a transient impression to a lasting impression.
The degree of engagement provided by the company’s app is remarkable. It serves as a direct point of contact for the users. The content is very crisp and precise (Redrup, 2014). Users will not find themselves in a labyrinth, and it is very easy to navigate through the different features. The brand message is very unique and distinctive; however, the company ensured that it is consistent across all digital platforms. This app is emerging to be the fastest, safest and simplest means of paying the restaurant bills and bar tabs. The ease of use is to such great extent that users can easily select a venue, create their tab, establish a limit, order and then close it – all from their Smartphone(James and Johnston, 2014). It is an efficient method to streamline the process of bar ordering, help venues augment table turnover and bar efficiency, and for customers, it proves to a worthwhile experience.
As mentioned above, Aston Club has been employing a range of digital marketing platforms for customer engagement. The company is running a highly integrated digital marketing campaign where all platforms work in close collaboration rather than as silos. Prior to building its integrated digital marketing strategy, the organization ensured that it recognized which channels were driving business impact and performance. Then it used cross-channel attribution modelling and technology to identify the impact of each channel on one another (Bonchekand France, 2015). Subsequent to this, Aston Club analysed the 1st and 3rd party data on consumer behaviour to identify which digital content will be the most ideal. Accordingly, the company strategized to focus maximum on Facebook, Instagram and Twitter. YouTube and LinkedIn came next. An integrated digital marketing plan was built taking into account the development, re-purposing, intensification and syndication of marketing content which would be consistent and work across all the platforms. Besides social media platforms, the company also delivered message and content through SEM, organic search, email marketing, its website and display advertising (Yo, 2015).
The digital talent and internal divisions of Aston Club were optimized and structured to function in unison. The company utilized analytical integrations, technology and data efficiently to measure the value of its digital marketing campaigns. In fact, measurement of such content performance is an integral element of its process which enables it to generate smarter and better content (Flanagan, 2014). There is coherence in its digital marketing plan in the sense that all marketing channels are logically connected (Armstrong and et.al. 2015). Then another feature is consistency as multiple messages across all channels support and strengthen each other rather than contradicting. The marketing messages in all platforms are also connected through time. One can find synergy in the different channels as the sum of all is greater than the whole. From Facebook posts to Twitter tweets to email marketing all communications stick to the simple main premise – real time bar tab on Smartphone (Heaton, 2014). While the digital marketing campaign changes with time, the powerful main premise plus its usability across all channels enabled long-run continuity. In addition to this, the considered interaction of messages across all channels permitted a momentum to develop and assist the company’s campaign to acquire a broader audience through sharing and social media.
Digital marketing is considered as innovation and change in the manner of marketing, but it has to face some prominent challenges also. The main issues that have been faced by Aston Club Pty. Ltd has been described below with appropriate recommendation:
Generating Traffic and Leads: Company is making efforts to produce enough demand for their content. For instance, the hybrid digital marketers are critical to digital success because they possess the capabilities which strengthen cross-channel collaborations and improve business effect across different functions. However, it is not easy to ascertain where to focus your efforts.
Recommendation: Creating content which produces enough traffic and leads requires high-quality content as per the demand of the customer. It has been analysed that approximately 43 % of consumers want to see video from markets and only 29% want to see blog post. Once, it is ascertained the manner of content required by your consumers, the focus shifts to promote the same.
Example: The same strategy is applied by Zappos and presently it is leader in online shoe commerce and sets standard for online customer care. For the same it provides money back guarantee for 365 days as well as free shipping too. The polices have been made so appealing to consumers that shoppers are eager to avail the services provided by company. In the same manner Aston Club should ascertain the needs of customers and reconstruct the policies in its accordance.
Providing ROI of your marketing activities & application of social media: Evaluating ROI is one of the issues faced by Aston Club Pty. Ltd. In accordance with views of Tiago & Veríssimo, (2014) ascertainment of ROI for individual marketing activities is not an easy task especially in casetwo-waycommunications between the company sales report and marketing activities exists. Application of social media in most appropriate manner in order to increase the sales revenue has also been one of major issues faced by company.
Recommendation: Two main variants through which ROI can be ascertained are time and resources, and both of them should be provided in an appropriate manner for establishing a link between marketing activity and sales result (Ryan, 2016). It means that marketing software and CRM solution should be associated together between marketing and sales efforts with a service-level agreement. Through applying this method, the manner in which lead is provided, and customers are generated through marketing activities. Digital marketing depends on the user-generated images and videos such social sites such as Facebook, Twitter etc.
Example: This issue had been resolved in appropriate manner by Airbnb, as they aimed on attractive both travellers and host for the platform. Accordingly demand around your product by taking support of topic related to the business which is interesting too. As in case of Aston Club, the interested travel sites near the hotel could be specified at their website to attract more no. of customers. The more the interest in content is developed, the more the revenue is increased.
The above report depicts that overall digital marketing efforts can be provided score between 7 to 8 points accordance with the company satisfies the need and demand of customer. However, the same need to be improved to some extent. Further, the same can be improved after considering the above recommendations and assessing another change which is required for accomplishing pre-determined goals relating to digital marketing. The above rating has been made in accordance with the results and comments of checklist. The same has been attached in appendix.
Conclusion
In accordance with the present study, conclusion can be drawn that effective digital marketing strategy will assist the business entity in the promotion of their services through which they will be able to attain desired business goals. For this aspect, management of Aston club is required to comply with the provided recommendations in order to resolve current issues faced by business regarding digital marketing.
References
Books and Journal
Armstrong, G. and et.al. 2015. Marketing: an introduction. Pearson Education.
Bharadwaj, A. and et.al. 2013. Digital business strategy: toward a next generation of insights.
Boudreau, K. 2017. Amateurs: Low-Cost Development, Market Participation & Innovation on Digital Platforms.
Bourreau, M., Caillaud, B., & De Nijs, R. 2015. Digital platforms, advertising and taxation. France Stratégie. Taxation and the Digital Economy: A Survey of Theoretical Models. Paris.
Chaffey, D., Smith, P. R., & Smith, P. R. 2013. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
Peppard, J., & Ward, J. 2016. The strategic management of information systems: Building a digital strategy. John Wiley & Sons.
Rocchi, P., Spagnoletti, P., & Datta, S. 2016. An Ecological Model for Digital Platforms Maintenance and Evolution. In Organizational Innovation and Change (Pp. 263-280). Springer, Cham.
Royle, J., & Laing, A. 2014. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2). Pp 65-73.
Ryan, D. 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. 2014. Digital marketing and social media: Why bother?. Business Horizon., 57(6). Pp 703-708.
Online
Bonchek, M. and France, C., 2015. A cheat sheet for marketers on the future of digital platforms.Harvard Business Review.
Flanagan, A., 2014. Review: The Aston Club. [Online]. Available through:<https://melbournesocial101.com/review-the-aston-club/>. [Accessed on 2nd August 2017].
Heaton, A., 2014. Three examples of integrated campaigns. [Online]. Available through:<https://www.smartinsights.com/traffic-building-strategy/integrated-marketing-communications/three-examples-integrated-campaigns/>. [Accessed on 2nd August 2017].
James, N. and Johnston, M., 2014.Top food apps.[Online]. Available through:<https://www.goodfood.com.au/eat-out/top-food-apps-20140523-38v12>. [Accessed on 2nd August 2017].
Redrup, Y., 2014. Opportunity for payment apps like Clipp and Aston Club as pubs face end of signatures. [Online]. Available through:<https://www.afr.com/business/retail/fmcg/opportunity-for-payment-apps-like-clipp-and-aston-club-as-pubs-face-end-of-signatures-20140629-j05p4#ixzz4oeMOcN9M>. [Accessed on 2nd August 2017].
Yo, J., 2015. Digital Marketing Integration: The Impact Of Cross-Channel And Content. [Online]. Available through:<https://marketingland.com/digital-marketing-integration-impact-cross-channel-content-130060>. [Accessed on 2nd August 2017].
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