Mobile Marketing
Fettayleh Foods is a family possessed business that has been built up in 1994 and become the biggest meat providers in Western Sydney. They distributed an extensive variety of meat products to a range of customers globally. It circulates premium high quality and reasonable meat products to the Australian food production and involves two retail giants Woolworths and Coles, eateries, and airline food providers. They opened as a retail butchery store in Punchbowl in the mid-1990s by Jamal Fettayleh and future joined by his descendant, Ahmad Fettayleh (Ström, Vendel and Bredican, 2014). They had worked diligently to turn this modest business into a thriving establishment and become Australia’s most acknowledged and certified meat supplier without the supplement that other butchers estimated. In the report, a discussion has been made of Fettayleh Foods’ development, which is credited to the widespread use of the digital marketing tools and their execution in the company to upgrade the business strategy (Scholz and Duffy, 2018). Mobile marketing and Social Media Marketing are two digital marketing tools, which are applied to satisfy the company objective and to measure it’s success. These tools are discussed further in the report.
Mobile marketing is a multi-channel, digital marketing approach intended at reaching a target group on their tablets, smartphones, and other mobile devices, via social media, apps, SMS, websites, MMS, and email. In 1973, Martin Cooper has changed the world considerably. After four years later, the first mobile phone proficient of browsing the internet leads the market. Since then, Mobile marketing has grown enormously. In 2000, the first mobile ad is united via SMS service promotions and short codes announced for used with text message marketing. In 2002, SMS become an extremely unobtrusive method of advertising. In 2007, Smartphones get smarter with the release of the iPhone, which has boost mobile marketing industry. The number of dynamic SMS users’ globally reaches 2.4 million and Quick response (QR) codes start being utilized in mobile marketing in 2010. Mobile marketing turns out to be a 14-billion-dollar business in 2011 (Fritz, Sohn and Seegebarth, 2017).
- It is also great for advertisings, delivering coupons, and other incentive administrations.
- It is more convenient than traditional media as the platforms are flexible on a mass scale.
- It has a prospective for brand new customers who might not have a much online understanding.
- It is able to reach an extensive audience and conveys messages straight to the person (Pease, 2015).
- Mobile cell phones are even less ordinary than PCs.
- Privacy remains an issue on any system or device.
- The use of more progressive features of phone requires a widespread education procedure.
- Spamming and Navigation remain a concern(Holliman and Rowley, 2014).
Fettayleh Foods fundamental objective is to create products of the maximum obtainable quality, reliability and provide them to the marketplace with uncompromising client service. They tap the mobile network to promote its meat products as this network had the capability to empower value-added marketing. The business’s mobile marketing campaigns were intended to meet the requirements of customers and to support them incorporate the company’s brands into their daily lives. Fettayleh developed their digital marketing approach effectively which prompt to becoming better known and thus advancing their sale margin leading to greater profits. It enabled customers to downloads recipes, maintain their shopping lists, and discover local stores thereby distributing value to the customer while at the same time endorsing the products. They have to create a Halal meat first choice of all Australians. It serves the persistence of establishing a direct discussion with customers as the mobile phone was an influential communications device with regard to flexibility, reach, and proximity (Rowles, 2017).
Positive impacts
Mobile marketing can be implemented in Fettayleh Food Industry as widespread marketing campaigns can be accompanied to analyse customer behaviour and comprehend what attracts them towards specific types of mobile advertisements. Keep directing those SMS reminders about rebates, deals, and distinctive menus, which should contain an address, contact details, and location. Engage your consumer with surveys, opinion poll, and quizzes. This gives them the impression of being a lively part of the industry, thus accumulating the personal touch. Fettayleh should offer survey participants and winner’s coupons, agreements or discounts, as this will help hold your present customers, while also appealing new ones to the industry (Yang, Maher and Conroy, 2015).
They should also utilize QR codes to encourage their own products as well as searching for potential consumers. It would be even enhanced if they use location-based apps to quantity appropriate info and propose irresistible deals to the consumer. Mobile app branding will prove to be supportive for further improving the business. Create engaging mobile apps to reach an extensive audience with Fettayleh Foods name appearing importantly on it. Target the younger group, as they are the ones who most utilize such apps. Link the mobile app to the Facebook account, so that the mobile consumer is always informed on the most recent events (Shankar et al., 2016).
Clearly characterize your Key Performance Indicators (KPIs) to discover the value of marketing activities. It incorporates tracking deviation in a mobile website, mobile payments, call volume, store visitors, and store visitation lift etc., because of a mobile marketing campaign. These would be a far much-enhanced indicator of how mobile is affecting overall. Move a step further to be existent at the moment and track with the assistance of mobile analytics how the consumer interrelates with your mobile site. Keep analysis of your mobile advertising promotions and boost it for ROI. They measure the whole impact of all your promotions. Further analysing your mobile apps and mobile website to understand consumer behaviour will give you understandings of how to plan your mobile approach better. With the possibility of mobile offers, using such advancement could improve the mobile campaigns (Frösén et al., 2016).
Facebook organization offer online social networking administration. Mark Zuckerberg, Chris Hughes, Eduardo Saverin, and Dustin Moskovitz established Facebook in 2004, all of whom were scholars at Harvard University. It headquarters are in Menlo Park, California. It initiated at Harvard University in 2003 as FaceMash, an online administration for scholars to judge the desirability of their colleague. That achievement prompted Zuckerberg to enlist the URL https://www.thefacebook.com in January 2004 (Guadagno et al., 2013). In September 2004, the Facebook added the Wall to a follower’s online profile. The year 2005 showed to be essential for the organization. It converted simply Facebook and presented the idea of “tagging” individuals in photos that were displayed to the site. It also allowed customers to upload a limitless number of photos. In February 2012, it became a public organization and the biggest social network in the world, with more than one billion customers as of 2012, and about a large portion was using Facebook consistently (Good, 2013).
Negative impacts
Positive impacts
- It inspires in making new friends and stays in contact. A few networks support in progressing the talent and give more data about products.
- Some websites utilize this platform to spread data about products in various parts of the world.
- It gives the liberty of expression(Gonzales and Hancock, 2011).
Negative impacts
- Fake account of Facebook primes to the badgering in many cases.
- It could be very habituated if its use is uncontrolled.
- People mostly do Cyberbully on these sites, which leads to a bad impact on teenagers.
- Facebook is more prone to the cybercrimes as hackers hack the accounts of the people and commit insane activities(Kim and Lee, 2011).
Fettayleh Foods is proud to deal premium quality, good savouring and flavourful “Best in Class” Small products to all ethnic groups locally and universally. It satisfies the objective of brand responsiveness, which is all about your brand becoming significant to potential buyers, as this will help in constructing a connection with consumers. It develops public relations and responds to criticisms of customers in an appropriate manner. Social media provides a completely new platform where brand faithfulness can be united with thousands of people in real time. It is essential to engage with social media followers who have a definite level of credibility or impact on the target audience. Fettayleh developed their digital marketing approach in posting photos of meat products, offer campaign and discounts as this gives the publicity and customers feels associated. It gives the perfect chance to interact with potential customers, both on an individual level and an organizational level as this will obtain leads and create sales (Robinson and Dechant, 1997).
Facebook can be implemented in Fettayleh Food industry as a business page can be formed from where customers would learn more about your business on Facebook. Develop a hashtag approach and use crowdfunding to generate awareness in social media. Social media consumers are interested in things of worth and could be more appreciated than a recipe or cookery tip. Therefore, it can be done to demonstrate your followers that they are significant and they are part of a widespread club recipe. Marketing campaigns are conducted to fascinate the target audience and pick one fan per week and highpoint them on your Facebook page, as this is an enormous way to build commitment on Facebook. Sample Ads can be posted on Facebook and engage customers with Quizzes, as this is the best way to respond to your posts. It would be helpful in connecting with customer segments as the Facebook page of Fettayleh foods posts their new goods, which attracts target consumers as well as new customers internationally. It also appeals to the sponsors, which help in constructing their market share and productivity. It would also form a solid reputation and relationships with consumers. It will enhance brand awareness as it fills the gap and gets experience to a new audience (Hopkins, 2012).
Key performance pointers are the metrics, which quantity progress toward the goal. Agreed upon before a brand introduces a campaign or a new methodology to social media, KPIs ensures that the brand is determining its efforts with a corporate goal in mind. It integrates engagement with content, as the number of individuals is associated with a brand’s content on any platform. Click-through rate is an indicator that analyses the percentage of visitors who click on a link. Conversational drivers are the qualitative metrics that imitate what individuals are talking about the Halal product. Success can be dignified by likes and comments of the consumers, which is a solid pointer of brand strength. CRM software tool is particularly helpful lead-generation prospects such as downloads and processes on their websites. The software makes the lead with the link and source, which permits a marketing team to tie its lead-generation determinations with actual revenue once those leads become consumers (Perkmann, Neely and Walsh, 2011).
Business objective
- Mobile applications such as Personal digital assistants (PDAs) and Gaming consoles can be advanced to build commerce.The growth in the utilization of mobile devices has led to an outburst in the development of mobile apps.
- Modify websites to make sure that they work appropriately on mobile plans.It also allows corporate to engage with your consumers as they move around.
- People buy goods and services connected, more industries are setting up online payment selections to make this easy and protected. Some businesses only work online, so for them, a protected, reliable compensation system is critical. The benefits of taking online outgoings include customer suitability, potential universally, reach, and 24-hour access.
- It can gain business associations and a vast majority of dealers indicated their social media efforts increased experience for their businesses.
- Mobile-specific paid communal campaigns can be directed to reach a right audience, which will give an appreciated opportunity to generate the deals(Harris and Dennis, 2011).
Conclusion
Fettayleh Foods is an exquisite organization that has proven that being socially accountable can still make revenue. It is one of the most effective businesses today and has skilled a large development rate over the span of its life and has assisted the supermarket production into what it is today. It encourages a healthy lifestyle with its natural product line, aids better communities, and gives all stakeholders with respect. The digital marketing platforms mobile marketing and Social Media Marketing are used to keep in touch with existing customers and attracts the new customers. Mobile Marketing helps in attaining a broad customer segment of Fettayleh. This helps the mobile promoter better understand and analyse user behaviour and create buyer identities. Social media platforms as Facebook have accurately put the power of inspiration in the hands of ordinary people. Facebook page has been formed to attract the target customers so that meat products can be promoted. Facebook ads can be created and are enormously popular remarkably in recent years. Since it has quite an important amount of demographic statistics of all of its customers, the ads are intended to target users with tremendously specific groups nominated by the advertiser. It has enhanced the sales and profitability.
References
Fritz, W., Sohn, S. and Seegebarth, B. (2017) Broadening the perspective on mobile marketing: An introduction. Psychology & Marketing, 34(2), pp.113-118.
Frösén, J., Luoma, J., Jaakkola, M., Tikkanen, H. and Aspara, J. (2016) What counts versus what can be counted: The complex interplay of market orientation and marketing performance measurement. Journal of Marketing, 80(3), pp.60-78.
Gonzales, A.L. and Hancock, J.T. (2011) Mirror, mirror on my Facebook wall: Effects of exposure to Facebook on self-esteem. Cyberpsychology, Behavior, and Social Networking, 14(1-2), pp.79-83.
Good, K.D. (2013) From scrapbook to Facebook: A history of personal media assemblage and archives. New Media & Society, 15(4), pp.557-573.
Guadagno, R.E., Loewald, T.A., Muscanell, N.L., Barth, J.M., Goodwin, M.K. and Yang, Y. (2013) Facebook history collector: A new method for directly collecting data from Facebook. International Journal of Interactive Communication Systems and Technologies (IJICST), 3(1), pp.57-67.
Harris, L. and Dennis, C. (2011) Engaging customers on Facebook: Challenges for e?retailers. Journal of Consumer Behaviour, 10(6), pp.338-346.
Holliman, G. and Rowley, J. (2014) Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
Hopkins, J.L. (2012) Can Facebook be an effective mechanism for generating growth and value in small businesses?. Journal of Systems and Information Technology, 14(2), pp.131-141.
Kim, J. and Lee, J.E.R. (2011) The Facebook paths to happiness: Effects of the number of Facebook friends and self-presentation on subjective well-being. CyberPsychology, behavior, and social networking, 14(6), pp.359-364.
Pease, D. (2015) Mobile marketing and paid search: Advertising’s way of the future. Journal of Digital & Social Media Marketing, 3(2), pp.114-124.
Perkmann, M., Neely, A. and Walsh, K. (2011) How should firms evaluate success in university–industry alliances? A performance measurement system. R&D Management, 41(2), pp.202-216.
Robinson, G. and Dechant, K. (1997) Building a business case for diversity. Academy of Management Perspectives, 11(3), pp.21-31.
Rowles, D. (2017) Mobile marketing: how mobile technology is revolutionizing marketing, communications and advertising.3rd Ed. U.S.A: Kogan Page Publishers.
Scholz, J. and Duffy, K. (2018) We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, pp.11-23.
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S. and Morrissey, S. (2016) Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34, pp.37-48.
Ström, R., Vendel, M. and Bredican, J. (2014) Mobile marketing: A literature review on its value for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), pp.1001-1012.
Yang, C.H., Maher, J.P. and Conroy, D.E. (2015) Implementation of behavior change techniques in mobile applications for physical activity. American journal of preventive medicine, 48(4), pp.452-455.
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