Analyzing the Buyer Persona
The second objective of the SMART goals addThe current study delves deep into the fundamentals of digital marketing for having a better understanding of strategies used by Brokenwood, Australia. Starting from 1970, Brokenwood has enlisted its name among the finest wines of Australia. However, in the current situation market commission is significantly high. Therefore, having a significantly effective digital marketing strategy is essential. The current study is shedding light on the analysis of the buyer persona. After analyzing the Buyer Persona (BP) the study focuses on the marketing objective while considering digital expansion. In addition to that, the study deliberately discusses three major digital marketing studies of the mentioned organization. Apart from that, the study is highlighting the orthodox strategy that has been used from the beginning.
The mentioned study is delivering a detailed SMART analysis for BP that is estimated to be achieved through the incorporation of a digital marketing plan. The strategies provided in the mentioned study are presented comprehensively. The strategies provide details regarding the digital standalone added with Orthodox Marketing Techniques. In addition, the considered study provides justification for the usage of these theories. Apart from that, the mentioned paper provides adequate references for strengthening the arguments and theories used in the mentioned study.
Analyzing the BP is essential for targeting the expected group of potential purchasers. As opined by Mora, Carvajal and Álvarez (2019), although this persona is a fictional entity, deep market research on the desired, or existing audiences is noteworthy. To proceed with the current study the researcher has analyzed Facebook, the consequent demographics found mutuality among the corporate employees majorly and working personals. As an out persona, the case of Mathew Hanks is presented in the study who is a 33-year-old corporate employee based in New South Wales. Mathew is a full-time working professional in the field of Data Science. While considering the daily routine of Mathew, it is very complicated. Being a senior data scientist maintaining the corporate image is also very important for Mathew. Mathew has 2 kids and a full-time working wife. Mathew invested a specific time every day by surfing the internet and he has a great taste in wine. However, taste is not the only criterion for him. Along with decent taste, budget affordability and availability of the product comes under his most significant concerns (Akre et al. 2019). Mathew often likes the contents uploaded by Brokenwood on their Facebook, Instagram, and Twitter Handles, as well as comments on those posts. His aspirations are to purchase value-for-money products that can be presented in multiplications and save time. Brokenwood provides home deliveries as well, however, terms and conditions are applicable. Matthew looks for good quality wine, budget-friendly and time-saving, organic creation as well as the authenticity of that product. His pain touchpoints consist of insufficient and inadequate information regarding the ongoing business process including the product catalog, and insufficient information regarding the Wood restaurant (Cruz, and Karatzas 2020). These factories directly affect the ZMOT stage. While considering the touchpoint, trustworthy service, on-time delivery, value for money purchase, good taste, organic manufacturing, phone compatibility, online visibility of the brand, and repeat order is noticeable.
Digital Marketing Studies
While contemplating light month buyer journey of Mathew, it reflects various characteristics. The stimuli phase can start from Instagram, Twitter, or Instagram through Brokenwood advertisements or content. The primary stage of the ZMOT starts with the Keyword searching process, “Good wines in New South Wales’ or similar. Once this process is over, then browsing the Facebook page or surfing the organizational website takes place in the mentioned scenario. In this research work, the researcher’s addenda comprehensively go over the Google reviews as a medium of comparison. The FMOT outcomes may convert into a potential order. In the SMOT stage, if dissatisfied or satisfied Mathew might perform a set of actions (Gröning 021). Leaving a review on the social media websites, reviewing the food on google, recommending the service to the relatives and other corporate employees, sharing the picture of the delivered service on personal social media for shrieking the experience with the followers. He presses the role of the decider, initiator, customer, as well as potential repeat buyer while considering the potential decision-making unit. This can happen as he escalated the issue of what can be added to the order list for a potential occasion using a stimulus. He takes an active part in confirming what they can have for a better experience or for a student’s change in taste. At last, potentially proceeds with the final purchase.
One of the most significant issues of the organization is the lack of response over the Facebook or Instagram page. While considering the market rivalry with Treasury Wine Estates or Kingston Estates wine, this issue can emerge as a most noteworthy issue. The primary SMART objective is to ensure the growth of online visibility on social media. While contemplating online visibility not only the appearance is concerned but also the degree of garnet is considered as a core criterion. The organization is aiming for an approximate online growth of 300-400% within 2 months.
The second objective of the SMART goals addresses the understanding of Social Media Marketing in depth. The mentioned organization is not utilizing its Instagram channel properly. Apart from being such a popular brand in the Australian Market, the organization has just 10.3K followers on its Instagram account. After comparing the marketing situation, the influence of the brand name, quality service, and capability of baring funding, the SAMRT is set to at least 100K followers within 6 months. The figure may look large, but with an adequate marketing strategy and campaigning models, the mentioned goal can be achieved within the time-bound (Fortes Tondello, Premsukh, and Nacke 2018). The goal is specific, the outcomes are measurable, and the effort is attainable. In general, the organization gets 25-75 likes on an average alongside 1-5 or even 0 comments. Overcoming this noteworthy issue is one of the most challenging segments of the underlying objectives.
Another consequential challenge occurs in terms of maintaining the organizational website. Depending on the current situation, the visibility of the website is moderate. Apart from that, the ordering rate and the number of repeating consumers is also low to moderate. The aesthetic appeal of the website is top-notch however, a series of information is missing from the website. Building a recommendation section for first-time buyers and focusing on the google ranking of the website is the main objective of the considered project. Apart from that, working on the Search Engine Optimization (SEO) techniques with efficient keyword analysis is also on the organization’s to-do list. This strategy is essential for increasing the position in the “Search Engine Results Pages (SERP)” ranking. Creating a special database for monitoring and reviewing the Business-to-Business (B2B) packing in order to optimize efficiency and reusability (brokenwood.com.au, 2022). Moreover, expanding the sales using third-party authorities.
SMART Analysis for BP
The underlying strategies are contributing cohesively to all of the set objectives designed for improving the overall digital appearance of the organization. Every underlying strategy uses particular keywords as well as builds admissible content obtained from the buyer persona. Looking at the current position of the brand in the market, the oligopoly nature of the market, market risk assessment, and the time-bound set for the goal are adequate. The target is to rank among the first three searches shown in/google search engine. The developed strategies are based on 8c model for providing affirmative results in future. The main focus is concentrated on Facebook and Instagram, as these platforms allow purchasing options or at least facilities an organization in such domains. These strategies help in improving the SEO rankings, and Google SERP rankings of the website.
Online positioning, benefiting underlying social media channels or the number of generated leads of the concerned business. In order to maintain probable coherence, each piece of content is going to present with an equivocal tone. In addition, the branding, and pricing schema will remain consistent throughout the completion of the process based on “Best wines in Australia,” “100 % Organic wines” or “Value for Money Wines in Australia” keywords. Currently the Brand name is missing from the google ranking list while considering the “best wines in Australia” keyword.
Facebook marketing and Instagram marketing are the two most accountable fields of Digital Marketing. As per the statistics for 2015 to 2022, the number of Facebook users in Australia reached from 10.06 to 11.56 million. Therefore, over the last 7 years, almost 500% growth in audiences is noticeable (statista.com, 2022). In order to maintain a good online brand reputation, the mentioned organization needs to increase the visibility of the Facebook page. Currently, there are just 8,919 people who have liked the page. This policy needs to be in-lined with the implementation strategies of 8C model (Supriadi and Yulian 2018).
Apart from that, the contents of the page are not efficient enough to attract new consumers, especially Gen Z coherent. The organization requires to increase the frequency of uploads. In addition, details regarding the other service such as vineyard tours or the in-house restaurant are not adequately shown on the Facebook page. First of all, content marketing strategies are considered.
- Targeting the targeted audience is the first priority when considering content marketing. As opined by Submitter et al. (2021), selecting the correct generation cohort can provide a remarkable boost to a business. Depending on the developed BP, the main target group refers to the working professionals of corporate sectors. Note Down the entries made on the Facebook page, optimizing the likes and comments is also essential for targeting the expected consumers.
- Providing details of the pricing segment and delivery status is also beneficial when used as core content.
- The organization can include testimonials of the satisfied or repeating consumers on the existing Facebook page.
- The organization can promote the vineyard, cheat Facebook ads, and survey everything essential concerning content marketing (Groothuis 2020).
- Increasing the aesthetic appeal is also recommended in the mentioned marketing strategies.
Instagram marketing is also a great means of marketing in the modern era. The existing Instagram page of the organization is aesthetically appealing however, the number of visitors or followers is really low. To increase the organic traffic the organization requires to promote the Instagram page on multiple media by following 8C model (ROCHE and ANSELL 2018) [Refer to appendix 2]. Apart from that, the organization can hire influencers to promote its products. Apart from that, the organization can incorporate the conceptualities of affiliate marketing into the existing business model (Zhu, and Gao 2019).
As per the above figure, most Instagram users are ranging from 25 to 34. The target age group is to target the audience of near about 33 year’s old working professionals.
- Activating ordering facilitation on the Instagram profile is required to attract new organic leads.
- Although the business persona is based on Matthew who is a middle-aged corporate employee, the organization cannot depend on only one selected consumer base (Chaffey, and Ellis-Chadwick 2019). As opined by Das (2021), Instagram is one of the noteworthy mediums for attacking the Gen Z cohort.
- Paid promotions and online campaigns are also essential for increasing visibility on Instagram.
Challenges and SMART Goals
This strategy concerns the SMART objectives of increasing the position in the google search while focusing on the keywords “Best wines in Australia” or “100 % Organic wines” or “Value for Money Wines in Australia.” depending on the buyer persona Facebook and Instagram are the most used social media. To achieve that, a comprehensive analysis of the market and the rivalry is also essential besides the keyword analysis.
While contemplating the phenomenon of the 8c model, the major focus automatically shifts to content, channel, and change management. The contents uploaded into the pages of the existing website are relevant over, and some important information is missing that requires to be included for attacking the buyer persona (Khan 2018). The Contents of the page also requires the embodiment of keywords that are associated with communities, CVs, and call back. Besides these, the organization requires to focus on the Callback and closing the loop segments (Fuertes et al. 2020). In addition to that, promoting the winey tours is also considered as one of the most significant criteria of the strategy.
- Publishing authentic, royalty-free, and relevant content that mitigates the queries of the users.
- Daily update of the existing contents
- Detailed keyword analysis based on the BP
- Using multiple keyword phrases
- Adequate placement of keywords
- Metadata is the information of the contents stored in the space between <head> tags. Proper use of metadata increases the degree of authenticity that helps in converting leads into potential consumers (Kingsnorth 2019).
- Title, content, and keyword metadata are essential
- Incorporation of internal and external in the website is also beneficial for the overall organic growth of the official website
- Using alternative text in the website content and also helpful for increasing the Google ranking.
While considering the orthodox strategies the action plans of the mentioned organization are considered. According to the action plan set by the managerial body of the mentioned organization the organization is trying to review 100% of the newly emerged products against the rival brands. Apart from that, improving the quality of the packaging is also noticeable (brokenwood.com.au, 2022). Along with this, the mentioned organization is planning to reduce the quality by 5% within the upcoming 3 years.
This shrink inflation strategy helps in maximizing profitability by not manipulating the price. Instead of increasing the price, the organization is planning to decrease the quality. The organization is also planning to change the environmental policies of its CSR (brokenwood.com.au, 2022). The organization planning to include recyclable and reusable packages is a noteworthy step toward promoting an environment-friendly initiative.
While this initiative is added up with the e-commerce approach the most profitable results are likelier to appear. The primary goal is to increase online visibility and engagement of the website with organic traffics. In order to achieve that, AIDA is followed by a marketing funnel. The fliers will gain the attention of the users via traditional or direct mail methods (Turner, Shah and Jain 2018). To create urgency and a sense of excitement the persona is discussed in detail with the material body of the organization. The persona needs to be converted to a call-to-action stage.
Therefore, the flyers or the new letters sent by the organization need to aesthetically appeal to an infographic in nature. Apart from that, the use of QRs is also considered the core aspect of orthodox marketing strategies. As per the deliberation of Zhu (2019), QR is not only effective in escalating the website traffic but also helpful in strategizing an adequate method for tracking down the progress of the offline models as well. As a large number of individuals similar to the considered BP uses mobile phones, this will help in revealing the adoption or accessibility of the QR codes to the considered buyer’s persona.
References
Akre, V., Rajan, A., Ahamed, J., Al Amri, A. and Al Daisi, S., 2019, November. Smart Digital Marketing of Financial Services to Millennial Generation using emerging technological tools and buyer persona. In 2019 Sixth HCT Information Technology Trends (ITT) (pp. 120-125). IEEE.
brokenwood.com.au, 2022, 2021 Annual Report & Action Plan, Available at: <https://www.brokenwood.com.au/assets/client/File/2020_ActionPlan_BrokenwoodWines.pdf> [Accessed on: 15/04/2022]
brokenwood.com.au, 2022, Home, Available at: <https://www.brokenwood.com.au/> [Accessed on: 15/04/2022]
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Supriadi, F. and Yulian, R., 2018. Pengembangan Model Instrumen Pengukuran Customer Interface 8C. BALANCE: Economic, Business, Management and Accounting Journal, 15(01).
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Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing model. Science Journal of Business and Management, 7(1), pp.33-37.
Zhu, G., 2019. The digital sales transformation featured by precise retail marketing strategy.
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