Digital marketing Tools
From the last 25 years, Fettayleh Foods is in the business of manufacturing high quality and premium meats for over 20 years (Fettayleh, 2018). There products line includes various range of products used by the several airlines globally as well as by the top class restaurants.
The company was established in 1994 (Fettayleh, 2018) and soon with the help of experience and customer knowledge, it becomes one the biggest meat suppliers in the Western Sydney. They provide a wide range of meat products to the customers with the affordable Halal meat products to the food industry of Australia. For the general public and customers, they are approaching via restaurants, airline and with the two retail giants i.e. Woolworths and Coles.
In this report, two digital marketing tools will be used by which Fettayleh can expand and diversify its market in the today dynamic business environment. In addition, the implementation of the tool will be shown through the practical work by using the selected tool. Several recommendations will also be mentioned that helps the company in gaining the organizational objectives.
In every organization, there are some periodic and dynamic marketing objectives, which need to be achieved on a timely basis. In this digital and innovative world, many businesses and organizations use digital channels to expand their business globally. Some of the common tools of digital marketing that are used by the organization for gaining their objective are – SEO optimization, social media, mobile marketing, email marketing and websites to connect with the current customer and expand with the prospective customers (Royle and Laing, 2014).
The first digital marketing tool that can be used by the Fettayleh Food for expanding their business and customer awareness in the current market segment can be the – Mobile Marketing.
Mobile Marketing includes the communication with the customers using cellular or mobile device. This marketing includes the tools of Multimedia Messaging Services (MMS) and mobile applications. The connectivity in mobile not only help peoples to interconnect with the internet via a cellular telephone but also merges different communication channels in a simple and effective medium (Shankar, et al, 2010). It is one of the much cheaper and traditional forms of marketing channel.
In the year 2002, the first mobile ad is communicated via SMS and by 2002; SMS become the mass media for the purpose of marketing. Mobile marketing industry feels them in the struggle situation when in 2007; Smartphone gets smarter due to the launch of iPhones in 2007 (Ström,Vendel and Bredican, 2014). However, after 2010 and later, mobile marketing is continuously evolving.
This tool can fulfil the business objective of increasing awareness to the customer about their product and the company as on continuous basis; the company is sending free discount coupons and offer details to the user. With the help of mobile marketing, the company can easily gain the customer attention and attract them to visit their product webpage.
- Instantaneous – One can receive and absorb the message on the spot.
- Convenient –With the help of spontaneous action and compared to the traditional media, the campaigns in mobile can be proved more convenient. The reason is that there is very minimum and point-to-point content in the mobile marketing and also the platform are world-wide acceptable (Watson, McCarthy and Rowley, 2013).
- Payment –As the continuous development in the digital field, the physical wallet is replaced by a secure payment service. In this system, the customer does not need to carry hard cash and hence pay easily via advanced mobile web systems (López-Nicolás, Molina-Castillo and Bouwman, 2008). Online food ordering can help Fettayleh Foods to make their order deliver soon.
- Efficient –The mobile marketing can be evaluated in terms of its efficiency such as advertisement handling by issue coupons and carrying virtual information to use at a convenience time.
- CRM (Consumer Relation Ship Management) –Mobile marketing can help the organisation in increasing the potential of building a positive relationship with customers. Mobile marketing follows a more personalised approach ion the art of promotion and one can receive feedback instantly and this result in the two-way communication with the customers and company (Barutcu, 2008).
- Diversification in Platforms – As mobile devices come in many sizes and shapes, screen size never is the same, unlike the PCs and laptops. In addition, they also use many different operating systems and internet browsers and therefore, it will be difficult for the organization to create advertising campaigns for all.
- Issue in Privacy – As the mobile marketing involves the respective network or device, privacy will always be a common concern (Varnali and Toker, 2010). The marketing team communicate needs to handle this thing very carefully.
- Navigation – It is difficult to navigate on the mobile phones due to their small sizes of screen and no mouse. In that case, most part of the ad may be untouched and this will fails the mobile marketing campaigns. As Fettayleh Foods have a long range of products, it is difficult to make it available on the one page of the device.
In mobile marketing, the use of QR code, mobile applications are the important part of mobile marketing campaigns.
First digital marketing tool – Mobile Marketing
Below, one of the mobile marketing examples is shown below that is made with the help of QR code. Fettayleh Foods made a QR code linking to its website (shown below). They also share this QR code image on their mobile application and all social media page. If the customer wants to reach this link, he/she has to use a bar code scanner app to access the hidden secret link (Chuang, Hu and Ko, 2010).
Web link – https://www.fettayleh.com/
This will help the customer to access to the company websites without typing the URL in browser. Therefore, this will lead to in convenience and also help the organization to create customers that are more loyal. The customer can also create different QR codes for their respective product
For measuring the success of mobile marketing, the company can use the help of various analytics like –
- The company measures the length of time a user spends on the webpage through their browser. For example, the goal of their benchmark can be of 16 seconds.
- With the use of SAR which help the company to measure the customer or user actions followed by a click on the advertisement i.e. calling a number and requesting for the direction.
- Tracking of mobile app can also be the solution as a various number of customer are choosing mobile apps over the web browsers for getting the content easier and quicker.
- Therefore, an organization can keep test their mobile advertising campaigns and so optimize it for the ROI with the help of this; enterprise can also measure overall impact of the campaigns.
With having great products and services, Fettayleh Foods expansion can also be credited with the broad use of the latest techniques in digital marketing presents in the all forms of social media like Facebook, Instagram, YouTube, Twitter and Google Plus (Tiago and Verissimo, 2014). This will not help the company in boosting sales but also help in increase of the customer awareness.
As per the reports, most of the advertisement made of Fettayleh foods and product is done via social media sites like Facebook, twitter, Instagram and Google plus.
For example, their Instagram pages contain a various advertisement of their products and related photographs including varieties of different dishes, their link to access and several educational videos.
In social media platforms, Instagram is chosen as a marketing tool for the advertisement of the products of the company. One of the first photo social media platform founded by Kevin Systrom and Mike Krieger in October 2010 is Instagram. In December 2010, it has gained around 1 million users world-wide. In the year 2011, first worldwide InstaMeet happened and around 150 million photos were uploaded (Salomon, 2013). With their innovative and technological capabilities, they have also introduced v2.0 with four new filters. With the continuous improvement, in the same year, they have also gained 10 million users (Highfield and Leaver, 2015). However, Facebook purchases Instagram in the year 2012 and later on resigned it in to a new form of social media.
The business objectives of company to expand their market nationally and globally can be fulfilled by these digital platforms including Instagram. Fettayleh official webpage and Google website contains links to their social media pages including Facebook and Instagram. Therefore, by using the broad number of digital and social platforms, the company can able to reach the global customer and thus reach to their strategic goals.
- As per the report of Facebook, over 1/3 of Instagram users used the app to purchase a product online and this can benefit to the Fettayleh Foods company (Ridgway and Clayton, 2016).
- Instagram Ad platform includes most advanced social media advertising targeting option and this can be very helpful for the company to target a specific segment of customer base.
- With help of the tracking system of Instagram, sales and leads can easily be tracked which also shows detailed ROI. Fettayleh Foods can analyse with the system that how many customers are looking for this or that product and therefore make product wise strategy.
- One of the tools of Instagram also differentiates personal profiles and business profile and this can help Fettayleh Foods to unlock the world of feature to promote their business and products (Cooper and Naatus, 2014).
- With the help of Instagram, they can also able to follow up with the customers, which will help them in strengthen the relationship with the potential customers.
- Fettayleh Foods needs to pay important attention while posting the images of their products as poor pictures can make people skip the peoples in their feeds.
- Not everyone is on Instagram or using mobile devices (Alper, 2014). That why it will be advisable for the company to use any other social media platforms which have a huge customer base so that to reach the targeted audience.
- Limitation of the content is also served as a disadvantage to using this digital tool, as the company can only upload their product video up to 60 seconds, which may not be suitable. In addition, the ideal length is also 138-150 character for the length of the caption on Instagram whereas, for the purpose of advertisement, the ideal length of the caption is 125 characters (Stout, 2018).
- The advertisement is more difficult on Instagram as com pares to other social media platforms like Facebook. Instagram has also less option in narrowing down the targeted audience (Ershad and Aghajani, 2017).
Below is a sample Instagram pager of the company Fettayleh Foods that includes the various list of products on the page.
The Instagram page contains a various list of the products of the products including the pricing and the web link so that customer or retailer can easily reach to them.
The major advantages of mobile marketing are –
The business plan and market efforts of Fettayleh Foods should be a focus on the digital marketing tools and increase the customer awareness and interaction. Other than Woolworths and Coles, they should target more small numbers of retailers so that their products can reach to the maximum number of customers. For raising the customer interaction, Fettayleh website and social media page should contain more cooking tutorial videos of their meat products (Zembik, 2014).
The IT department of Fettayleh Foods should also use a various analytical tool like Google analytics (Plaza, 2011) so that they can make necessary improvement in their digital tools platforms.
Conclusion
Fettayleh Foods is doing very good in the Halal products. Considering technology in the future, Digital marketing can play an important role in the business model of Fettayleh Foods and this can also lead to the expansion and growth in the business sector or industry of Fettayleh Foods.
Fettayleh Foods are doing great in the food industry; however, there are still few marketing and business aspects need to consider by the company so that to make their digital strategy more advanced. Their business and marketing plan should be more integrated with the digital marketing.
By approaching with all these aspects, the company can gain in fast order processing time, efficiency in product delivery and higher customer satisfaction rate.
References
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Cooper, B. and Naatus, M.K. (2014) LinkedIn as a Learning Tool in Business Education. American Journal of Business Education, 7(4), pp.299-306.
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