Online Situation Analysis
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Online Situation Analysis of a local restaurant. Using a example of a leading competitor in the industry to develop social media objectives
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Online Situation Analysis
- 3. MARKETING MIX REMIX DIGITAL MARKETING 4 E's 5 I's 4 C's 7 P's INTEGRATE | ANALYSE
- 4. DIGITAL MARKETING MARKETING MIX Tailor product to customer needs and wants Provides relevant information - includes menu, prices, location User friendly website with tabs enhances the experience PRODUCT | IDENTIFICATION | EXPERIENCE | THE OFFER
- 5. DIGITAL MARKETING MARKETING MIX Price transparency - Bocadillos clearly indicates all prices N/A - Products not sold online PRICE | COST TO CUSTOMER | EXCHANGE *Screen-grab of Bocadillos breakfast menu
- 6. DIGITAL MARKETING MARKETING MIX PLACE | CONVENIENCE | EVERY PLACE | METHODS OR TOOLS Location indicated on website N/A - Distribution is not online *Screen-grab from Bocadillos website
- 7. DIGITAL MARKETING MARKETING MIX PROMOTION | INTEGRITY | EVANGELISM | COMMUNICATION | METHODS & TOOLS Social Media - Facebook, Instagram, Twitter, Pinterest Branding - consistent colour scheme and logo on posts and across platforms Marketing communication - Events communicated
- 8. DIGITAL MARKETING PROMOTION | INTEGRITY | EVANGELISM | COMMUNICATION | METHODS & TOOLS Social Media - Facebook, Instagram, Twitter, Pinterest Branding - consistent colour scheme and logo on posts and across platforms Marketing communication - Events communicated
- 9. DIGITAL MARKETING MARKETING MIX Leave comments on blog posts Links to social media Facebook - Very Responsive PEOPLE | INTERACTION
- 10. DIGITAL MARKETING MARKETING MIX PHYSICAL EVIDENCE | INTEGRATION Integrated - branding consistently communicated on all platforms Pleasant online experience - easy to navigate Right touching - links directly to posts and pages
- 11. DIGITAL MARKETING MARKETING MIX PROCESS | INDIVIDUALISATION Customer Focus Allows customers to make individualised booking
- 12. INTRODUCTION TO THE COURSE DIGITAL MODELS MODELS | PROS & CONS HOW PROS Increased Exposure Easier for people to find the brand on media CON Website - Media might not be consistent ATTRIBUTION MODEL Links to social media Multiple info platforms incl. website, Facebook, Instagram and Pinterest
- 13. INTRODUCTION TO THE COURSE DIGITAL MODELS MODELS | PROS & CONS HOW PROS Expose brand to wider audience Cheaper than other marketing activities CON SOCIAL MEDIA MODELS Extend reach with multiple platforms Two separate Facebook pages for each branch Time intensive ROI is difficult to measure
- 14. INTRODUCTION TO THE COURSE DIGITAL MODELS MODELS | PROS & CONS HOW PROS WOM Exposure CON SOCIAL BUSINESS MODELS Negative Exposure WOM can ruin a brand Engagement encouraged through comments on blog, and social media Asking questions through Instagram posts e.g. Spot the difference, what's the best dish
- 15. INTRODUCTION TO THE COURSE DIGITAL MODELS MODELS | PROS & CONS HOW PROS Grabs customer attention to communicate the brand's message CON CUSTOMER INFO PROCESSING MODELS Clutter Messages on each platform - relevant ito of length Brand colours evident on all platforms
- 16. INTRODUCTION TO THE COURSE DIGITAL MODELS RECOMMENDATION | PROS & CONS HOW ONLINE REVENUE MODEL Additional revenue generated through CPM advertising on the website e.g. Advertising brands that the restaurant makes use of We use Robertson's Spices for flavourful food