Digital Marketing Strategies Research Assignment (Essay Sample)

Digital Marketing Strategies
Assessment 1
Tutor name: Liz Meech
Student ID: UP676875

Content
Executive Summary………………………………………………..P.3
1. Introduction……………………………….........................P.3
2. Digital Experience ………………………………………………P.7
2.1 Domino’s Pizza Mobile app …………………………P.8
2.2 Social Network ……………………………………………P.9
#Golden pizza……………………………………………P.10
X Factor in-app advertising…………………………P.10
2.3 Customer’s online communication……………….P.11
3. Conclusion…………………………………………………………..P.12
4.Reference……………………………………………………………..P.13

Executive summary
In this report, investigate at Domino’s Pizza existing digital experience, which they provide to their customers. The report will begin with situation analysis of Domino’s Pizza and the environment it operation in by using SWOT analysis and Ansoff matrix (Ansoff, 1957) etc. The report would provide the example what is the digital experience the organization provides to their customers. Also, evaluate each digital experience which they applied and discuss how well it meet the likely marketing goal of the Domino’s Pizza and the needs/behavior of its customers.
The report draws attention to any digital experience of Domino’s did recently. They are Domino’s Pizza mobile app, social network campaign and customer’s online commination. Result of data analyzed show that they have many download rate of their mobile app and provide a more convenient way to let customer make order. Further investigations reveal that they doing well on reply any different type of customer response. Try to gain more loyalty and develop a good customer relationship. Moreover, point out a poor performance activities on social network, which is on Instagram.
The report find prospect of the company in its current position are positive.To maintain their leader position in the market. Domino’s has once again differentiated itself in the market through the digital experiences.
1. Introduction
Domino’s pizza is a fast food restaurant that selling pizza, many different kind of snacks and desserts. Their target customers are children and youth form middle and adult. Also, there market position is Pizza market with best quality and services.According to the article for the guardian (Farrell, 2014), Domino's has 26% of the UK pizza market, just ahead of the longer established Pizza Hut at 25% but with much greater dominance of the growing delivery market (Farrell, 2014).Therefore, Domino’s is the market leader of the pizza delivery provider at the moment in UK.
The mainly competitor of Domino’s Pizza in UK is Pizza hut, in the early years of business, pizza was the only item on the menu at Domino’s. Side items were never considered a part of the menu. Remaining sensitive to competitors and allowing competition to affect product pricing is a classic trait of a market follower (Kotler & Anderson, 2008). Domino’s was eventually to add snacks and some desserts in their menu. In addition, they have made the “30 minutes delivery guarantee”that pizza hut did not. That gets an advantage to attract customers to buy their foods.
The SWOT analysis is essential in determining the organization’s competitive positions as far its marketing strategies is concerned (Godfrey, 2009).The figure 1 shown the SWOT analysis for the Domino’s Pizza.
StrengthHuge popular brand name and high brand loyalty
High number of products
quick service and quickest delivery promise (“30 minutes delivery guarantee”)
Leader in online & mobile ordering.
Strong brand equity supported by heavy advertising & marketing campaigns.
Global franchise operations - more than 3,500 in over 50 countriesWeaknessHigh fat and high calorie food not good for health conscious people 
 High staff turnover due to lack of training and development
Improve efficiency and home delivery service.OpportunityIncrease sale from mobile application (Guedon, F., Ozturk, S., Mc Guninness, D, 2011).
Mobile shopping is popular now, more order made through the mobile app
More online sales promotion due to internet is wild use these day moreThreats Intensive competition from a fragmented number of small competitors
Changing consumer habits towards healthier food choices.
A bad customer experience is no longer shared between a close-knit group of family and friends. (Guedon, F., Ozturk, S., Mc Guninness, D, 2011).
Blogs or social website can influence buying decisions and become a threat to the Domino’s brand.Figure 1: SWOT of Domino’s Pizza
Through performing the analysis, better understanding of Domino’s for different views of the future, the new strategies can be evaluated and strategic risk can be assessed. It is clear that the scenarios above will differ between worst-case and best-case scenarios. An alternative way of thinking through the strategy goals. Is to review the Ansoff Matrix (Figure 2) of Ansoff (1957) who suggest to assessing online strategies for manufacturers and retailers. Ansoff matrix is also fundamental to marketing planning and it can help companies to think about how online channels can support their marketing objectives/goals.


Figure 2: Ansoff matrix (1957)
By using Ansoff matrix, Dominoes can be defined as “Market Penetration.” This strategy involves using digital channels to sell more existing products into existing market (Chaffey, 2009). Next, the report will indicate the main strategygoals in which internet can be used for market penetration. First, Dominos can increase customer value by decreasing the price like online discount or coupon during order and at the same time increasing purchase. These combine effects could increase the sales and increasing the customer profitability in the same time. Second, customer loyalty improvement is one of the critical strategy goals of Domino’s. Domino’s can increase their value to the customers and increase the loyalty by adding value to existing products, services and the actual brand by developing the online value proposition. To come out the result is make the customers to their products more often. Furthermore, engage Domino’s existing customer via social media like Facebook, Twitter to raise awareness in the pizza market that try to grow more customers across all social channels. For the most important part is to increase the market share. Although Domino’s already has 26% of the pizza enough but that is not mean, they are in the best position. So Domino’s can compete more effectively online if they have that for achieving sales growth for maintaining sales by great online marketing communication techniques, such as digital experience.
2. Digital Experiences
This part will show what is the digital experience of Domino’s provides to its customers. Also, evaluate each digital experience which they applied and discuss how well it meet the likely marketing goal of the Domino’s Pizza and the needs/behavior of its customers. Digital experience is important for organisation to think about what type of experiences that they want to deliver to the customers through digital technology like the website, social media, and mobile app or email that effect to engaging the customers. It is important that digital experience reflect to online brand experience (Rowley, 2004). In addition, online brand experience use digital channels provide the opportunity to enhance the frequency and depth of interactions with a brand (Chaffey & Ellis-Chadwick, 2012).


Figure 3: Three main types of customer perception (Bodine, 2012)
In figure 3 shown that how to evaluate the digital experience. There are three way to see is the campaign going effective. Firstly, is how “useful” does the experience, to found out is the customers get the new sound of it and is it effectively meet the customer’s needs. Secondly, is how “easy” to use its experience with the organisation. For example, is the digital context on the website is easy to place an order? In addition, the last one is how “enjoyable” the experience is. For example, the customers enjoy to doing business with organisation. According these three key areas is it useful for the organisation to evaluate their digital experience.
2.1 Domino’s Pizza Mobile app
Domino’s mobile app is one of the most critical digital experience activate for Domino’s. In the app, customers can place their order and find the nearest store for delivery. In addition, customers can use the mobile app to redeem any vouchers to get their best meal deals. In addition, they can track their order through the app as well.In figure 4 sho...