Digital Marketing Strategies - Case Study Example

Digital Marketing Strategies of Affiliation relationship management relationship management refers to the aspect of ensuring good associations with the clients in a bid to satisfy and retain them. This essay seeks to examine the ways in which the management of Domino Pizza will improve and sustain high level of customer relations. This section will be well discussed by use of SMART goals. In the case of specific area of focus, the Domino’s Pizza has succeeded in pizza business in retaining of its customers, through the development and use of the mobile app. This has enabled the organization to attract more clients from the Pizza hut (Molenaar, 2012). Relationship management of customers is tackled on the tenets based on customer experience management. This is focused on the improvement of the customer interactions done through mobile apps and social media like the Instagram. In terms of measurability, the flourishing use of the website has contributed to the Domino’s Pizza customers to access the services online and this process quickens the process of buying and selling. This will see the company grow its sales by 24% per year. The marketing manager should endeavor that this practice is implemented within two months to ensure a smooth running of the customer issues. The two-way form of communication between Domino’s Pizza and its customers will help track the activities and with apt monitoring, this system will yield an estimate of 2% increase of sales per month. Implementation of this system will see the customer’s improvement levels of Domino’s Pizza transformed and the following will be integrated along the way for better results. Domino’s Pizza developed customer experience strategy Certain key parameters are required in place in order to establish a good customer strategy. These factors include, understanding the Domino’s Pizza missions, visions and the goals, design the customer’s slogans and service directions, develop a comprehensive program of communication like the Instagram and mobile apps for the customer’s experience strategy, and ensure that the strategies developed do not conflict with the strategies of other competitors like the pizza hut (Churn, 2001). Use of social Media Domino’s Pizza should embrace the use of social media to connect its clients across the market platform. With the present competition from other layers in the industry, the management of Domino’ pizza should embrace social media technology to inform their clients of new products and services, expand the client niche and helps in learning the market dynamics among others. Similarly, the social media will help the management to lean on the clients’ preferences comparative to the other competitors and can be able to make adjustments to meet the desires of the customers for satisfaction purposes (Molenaar, 2012). Domino’s Pizza honesty to its customers through the digital platform Honesty is the best policy to retain the customers and to compete with the pizza hut effectively. Honesty has always been achieved by the Domino’s Pizza than the pizza hut. This is because the response time has been less and there is a lot of truth as the customer deals with the well-established firm (Fliehman, & Auld, 1993). On the digital platform of marketing the products, the management of a team of marketers should relay the correct information to the clients, since nay element of dishonesty would kill the organization’s brand name. The digital platform is a faster way of enhancing the organization’s brand and every bit of the information offered should be true. Domino’s Pizza keeps customers track Domino’s Pizza needs to keep the track of its customers for example sending a simple birthday card to its customers using instagram. This enables Domino’s Pizza to be at the top of communication and will eventually retain its customers for a long time and compete well with the pizza hut. The digital platform should be used to ensure that communication is timely and accurate. Only relevant information should be posted for the clients to read on the organization’s website or social media. A faster and effective two-way communication is critical in addressing the negative responses from the customers. Furthermore, the digital platform should used to identify the customers who have left behind positive reviews in social networks such as the twitter and face book to ensure they are appreciated (Liswood, 1990). Digital marketing tactics used by the Domino’s Pizza With digital marketing, Domino’s Pizza has realized increased sales and customer retention in its pizza business as compared to the pizza hut. It has laid effective strategies such as the mobile apps in competing with its competitor pizza hut. The Domino’s Pizza has enough expertise and better-trained employees as compared to the pizza hut Business Company that has been long established in the UK. The following graphs show how the Domino’s Pizza marketers use various tactics and digital marketing trends to engage with their customers with the main objective of building pizza products, which are trustworthy. The primary aspect of the digital marketing is founded on its traffic acquisition while the other most central objective is creation of the awareness. Before Domino’s Pizza engaged in marketing campaign, it was important for its marketers to define the goals they need to achieve the set objectives with regard to customer awareness and acquisitions. This trend has helped the Domino’s Pizza marketers to evaluate the campaign efficiency and the results (Murphy, 2001). The goals and the objectives were exact and measurable for everyone wanted to know the feedbacks invested in the efforts. Gathering of valuable information with regard to the customers helps Domino’s Pizza to have better testing experiments over pizza hut (Lowenstein, 1995). Use of E-mail marketing Domino’s Pizza should embrace email marketing which is the most commonly used digital tactic to market products globally. Email marketing is easier and most effective as compared to the other methods of communication by the Domino’s Pizza Company. Email marketing is linked to its popularity and the most effective form of the internet marketing (Hennig-Thurau & Hansen, 2000). The success of email marketing by Domino’s Pizza will be contributed by the ease with which it was conducted and the manner in which the organization will build it. The E-mail structure should be well branded to ensure that, it reflects the features of the company such as branding. In essence, the content of the email should be articulate and focus given to the objective. With great content and objectivity of the E-mail marketing, the Domino’ Pizza will be able to gain numerous gains which include creation and enhancement of awareness, customer retention and acquisition (Churn, 2001). In addition, the structure and usage of the E-mail marketing should ensure that the emails are well personalized. This will help the marketers to have a communication that is more engaging and that is closer to customers’ tonnage. For example a personal message sent to Domino’s Pizza customer shows how the person is cared for especially about their preferences and in maintaining good rapport with them (Miller, 2012). Use of E-mail marketing will help Domino’s Pizza easily maintain loyal customers and it is far less costly as compared to the cost of building and attracting a new customer. Use of social media and websites by the Domino’s Pizza Most of the Domino’s Pizza marketers spend a lot of money on the social media to do marketing as compared to the other digital methods of marketing. Domino’s Pizza company realized that social media is the largest and the most popular site. It took advantage of this to compete effectively with the Pizza hut Company that trades on the same commodities. Social media provides an effective platform for Domino’s Pizza to retention its customers and a better platform for its branding objective with respect to the pizza hut company (Wind & Mahajan, 2001). Domino’s Pizza realized one major disadvantage of social media marketing which is the lower rewarding impact to its customers. In addition, Domino’s Pizza realized that it was not easy to keep a tracking record of its investments though it keeps regular contact between the customers and the Domino’s Pizza marketers. Again, it is difficult to analyze and track the ROI when using social media digital marketing method for it does not offer exact numbers. Social media and the websites are another major form on digital marketing while others like the mobile marketing are considered less effective digital methods of communication (Ryan & Jones, 2009). Domino’s Pizza and the pizza hut had convergent motives of using the digital internet marketing. This is because each wanted to increase its customer engagement and base, brand awareness and the sales revenue. In this type of digital marketing, Domino’s Pizza noted that the cost of customer and reducing marketing are less important. Referral marketing method by the Domino’s Pizza Referral digital marketing method is a champion tactic that has been used by Domino’s Pizza to acquire customers and in driving up of the conversions. Domino’s Pizza realized that it was also a better method to create awareness among its customers and has been used for the possibilities of Domino’s Pizza lead generation. Domino’s Pizza succeeded to this method against its competitor pizza hut that involves acquisition of new customers and building good rapport with them as well as retaining its existing customers. Referral marketing is a method that has been acknowledged by most of the Domino’s Pizza marketers for its greatest advantages for it has been used to optimize cycles of the sales, maximizes on the sales funnels, and offers qualified prospects (Digital marketing, 2000). This make the method to provide the qualified business leads that eventually influences the Domino’s Pizza customer satisfaction over the pizza hut. Essentially, Domino’s Pizza should embrace more on this method of digital marketing, as it is a better way of retaining its customers for it is a systematic way, which involves cycles of the various customers, which is based on the power of influence. Domino’s Pizza also considered the method as superior as it involved communication by word of mouth, which is a powerful tool to pass information from one individual to another in its business set up. The powers bestowed in a word of mouth are much unlimited and can change the passives into promoters. Some of the recommendations that suit the market milieu of the Domino’s Pizza management include bringing together all the digital methods of marketing and the Domino’s Pizza Company should never concentrate on only one method of competing effectively with the pizza hut (Chaffey & Ellis-Chadwick, 2012). In addition, the combination of the methods help in forming a more effective approach which facilitates acquisition of new customers and retention of existing customers of the Domino’s Pizza Company. Conclusion This study proposes that Domino Pizza should embrace online marketing and distribution platform, which is far less costly and effective. The digital tactics discussed in this study meet the SMART criteria and if well implemented the organization will achieve the intended the goals within 14 months. As discussed in this study, the aspect of E-mail marketing will help Domino, Pizza to compete effectively with the rest of the players in the industry. This study proposes that the Domino management be objective in implementing the digital platforms. There is need for the period and desired results to be stated. Domino will use the customer communication to gain customer loyalty, develop a new social channel in X Factor app to gain numerous eyes catching and increase the brand awareness, and this will see it maintain its leading position in the market. In addition, the digital platform will see the organization differentiate itself in the market and ultimately its success pendulum will swing toward the positive end. In essence, with well implementation of the online platform, the offline marketing may not be necessary but will be embraced in areas suspected less internet-savvy, however, this tactic will be effective in the local market due to accessibility and less cost. References Chaffey, D., & Ellis-Chadwick, F. (2012). Digital marketing: Strategy, implementation and practice. Harlow ; Munich [u.a.: Pearson. Churn - Maximising Profit Through Customer Retention. (2001). S.l: s.n.. Digital marketing. (2000). Toronto: Rogers Media. Fliehman, D. G., & Auld, D. D. (1993). 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Wind, Y., & Mahajan, V. (2001). Digital marketing: Global strategies from the worlds leading experts. New York: J. Wiley. Read More