Digital Marketing Tool 1: Mobile Marketing
El-Phoenician is Australia’s prominent expert in fine Lebanese dining. The inhabitants of Phoenicians were notable wholesalers, traders, and immigrants of the Mediterranean in the 1st millennium BCE. The main cities of Phoenicia excluding provinces were Tyre, Sidon, Beirut (Lebanon capital). As a gesture to our Phoenician descendants, who discovered the world in pursuit of nothing but the best, El-Phoenician outsources the best local produce and generates its signature tastes using reliable Lebanese spices. It joins the freshness of traditional Lebanese embellishments, with the Smokey char of grilled meats and a variety of delicious seafood. El-Phoenician two venues, Parramatta and Walsh Bay, are as adaptable as they are fashionable and can provide accommodations in a variety of events and gatherings. In the report, a discussion has been made of El Phoenician development, which is a credit to the extensive use of digital marketing tools, which plays a big role to achieve the restaurant’s strategy (Hyndman-Rizk and Monsour, 2014). Mobile marketing and Social Media marketing are the two digital marketing tools, in which company objective, implementation of the platform, and a success measure has been discussed.
Mobile marketing can also be defined as “the circulation of the mobile medium as a method of persuasive or advertising marketing announcement to a customer through wireless systems”. Advertising through cell phones as SMS became progressively popular in the mid-2000s in Europe and a few parts of Asia to reach the customer. Now, they have introduced MMS, which contains a slideshow of images, audio, and video. Denso Wave developed the QR codes, which permits a consumer to visit a web page address with their phone’s camera. After that, the proximity system permits messages to be transmitted to all mobile users in a definite geographical area. Then location-based services are obtainable by some cell phone networks as a way to send custom promoting and other information to mobile phone subscribers created on their current location. GPS plays a significant role in location-based marketing (Ström, Vendel and Bredican, 2014).
Positive Impacts
- It extends a broad market, as smartphones are convenient, portable, smaller, and cheaper than customary PCs and laptops.
- User reply can be tracked almost promptly.
- It has put the control of impact in the hands of everyday people and has permitted mobile payment capacity for the users(Danaher, Smith, Ranasinghe and Danaher, 2015).
Negative Impacts
- They have not any specific standard as matched to PCs and Laptops.
- Privacy remains a question.
- Navigation may get problematic for the user(Lamberton and Stephen, 2016).
El Phoenician works on diverse digital marketing approaches in order to achieve their objective to fulfil a variety of consumers’ needs. El Phoenician blows the mobile network to encourage quality meat plates, containing seafood dishes, vegetarian and gluten-free, and halal meats to options to guests supplemented by nothing but the optimum service. They have been able to appeal to customers from numerous backgrounds and enhance the opportunity to share the philosophy through food with others. Digital marketing plays a big role to attain the restaurant’s approach in order to generate a significant influence on the overall efficiency of the marketing plan. These platforms are vital to upturn the restaurant’s reputation and image, as well as institute a presence beyond the physical neighbourhood and to share and update peoples of the lovely cuisine and culture. It aids the determination of creating a direct engagement with customers, as the mobile marketing was a powerful device with respect to elasticity, scope, and proximity (Hubert et al., 2017).
Business objective
Mobile marketing can be implemented in El Phoenician as pervasive marketing campaigns can be supplemented to analyse customer behaviour and realize what attracts them towards definite types of mobile promotions. Keep leading notifications about reservations of a table in advance so that when they arrive at their table is ready. Occupy your consumer with reviews, opinion poll, and contests. This gives them the imprint of being an energetic part of the industry, thus gathering the personal touch. Phoenician should offer review participants and leader’s coupons, contracts or concessions, as this will help embrace your present consumers, while also pleasing new ones to the business. A traceability framework has now been advanced to give customers QR codes to probe so they will be capable to use their smartphones to quickly discover the sources of the products they want to buy. Mobile marketing via proximity publicizing depends on short message service, which permits a message to be transmitted to all mobile users in a definite geographical area (Holliman and Rowley, 2014).
Key Performance Indicators, which can be specified as Post per click, reach, and site visits can estimate success. These would be a far much-enriched indicator of how mobile is influencing overall. They should move a step further to be present at the moment and track with the support of mobile analytics how the client interrelates with your mobile site. They should keep inquiry into mobile marketing promotions and increase it for ROI (Berman, 2016). They measure the full impact of all your advancements. They should further analyse the mobile apps and mobile website to appreciate consumer behaviour, which will give you identifications of how to propose your mobile approach better. With the likelihood of mobile offers, using such improvement could advance the mobile campaigns. Lessening in customer complaints shows that success is been determined. When our active users are motivated and influence other potential users to be associated can be said that success is been measured (Habibi, Hamilton, Valos and Callaghan, 2015).
Facebook is a social media and social networking service organization based in Menlo Park, California. In February 2004, Mark Zuckerberg, with the assistance of Eduardo Saverin and Andrew McCollum propelled a website that would transform online social connection forever. In May 2006, they present additional networks, permitting individuals with corporate email addresses to join. Then after, in September 2006, it also presents News Feed, which accumulates friends’ Wall posts in a single place. In October 2007, they decide to sell a 1.6 per cent stake to Microsoft for $240 million. In April 2008, they present chat and in August 2012, they modernize the app for iPhones and iPads to make it less clumpy. In October 2012, they have crossed1 billion active users. In April 2013, exposes a new involvement for Android phones (Leung and Baloglu, 2015).
Implementation of the platform
Positive Impacts
- It helps to deliver an opportunity people to stay in contact with people of comparable interests.
- It has become an ordinary place to gain the consideration of government towards any communal cause and unlawful activity.
- Facebook is used to update and spread everyday reporting in the diverse parts of the world(McEwan, Sumner, Eden and Fletcher, 2018).
Negative Impacts
- This has directed to the isolation among youths, who feel relaxed and gratified with a virtual living in a digital domain.
- Since the Facebook familiarized ‘live’ option in its application, the live wrongdoings have improved where a user registers a robbery or sexual annoyance through an account(Schivinski and Dabrowski, 2015).
El Phoenician is an organization whose objective is to enhance the quality of life of the societies it serves. It fulfils the objective of becoming an important independent spirits organization with global reach, operating to shape the brands of the future. The objective is to consistently breakthrough products and services and Phoenicia sees modernization as the means to accomplish this. Social Media provides a completely new platform of local responsiveness to promote the industry locally. It is essential to involve with digital marketing, which makes a determination to produce and support great content that enhances the possibility of encouraging the Phoenician products successfully. They developed their digital marketing method in allowing discounts, offer campaign, and surveys, which offer a call-to-action and motivate users to dig by distributing content, commenting, or clicking on a link as this makes feel consumer connected. It will boost engagement, generate leads and maintain sales (Wang, Scown, Urquhart and Hardman, 2014).
Facebook can be implemented in El Phoenician as a business page can be designed from where consumers would learn more about your company on Facebook. To grab the attention of customers, post the regular updates about the new invention. As they are the leading expert in Lebanese dining so they should persuade the customers by posting pictures on Facebook of their restaurant. So that in various events, special occasions or corporate parties can be held successfully. They should target the desired customers according to gender, locations, age with the help of marketing campaigns. They should stimulate the Facebook page in-store and progress a custom page tab or app for a voucher, discounts, and any other high-class deals. It would be useful in associating with customer segments as the Facebook page of Phoenician posts their new goods, which attracts target users as well as new users internationally. It will enhance productivity and brand awareness as it fills the gap and gets involvement to a new audience (Dehghani and Tumer, 2015).
Success could be measured by Engagement, which measures the number of times someone took to act on the posts. That could mean connecting a link, sharing your post, making a response or leaving a comment. Another Facebook metric associated with the prominence of your posts is impressions. While reach says that, how many persons saw the posts, impressions quantity the number of times your posts were seen. Facebook referral traffic is the sum of visitors your website gets from Facebook. That embraces traffic from individuals clicking links in your posts, traffic from other persons sharing your page or visits from clicks on your profile link. Page Likes are the number of individuals that follow the brand on Facebook. CRM software tool is mainly helpful in lead-generation projections such as downloads and procedures on their websites. The software makes the lead with the link and source, which certifies a marketing team to bond its lead-generation purposes with actual revenue once those primes become consumers (Brettel, Reich, Gavilanes and Flatten, 2015).
- Social media platforms are identifying the demands for personalization and customizability in their customer bases.
- Social apps are moving nearer to one-on-one communication channels, brand commitment will naturally need to shift toward consumers and organic visual involvements that have been enhanced by a mobile implementation.
- They are divergence to the “monopolization” development, which could be a better degree of niche segmentation when it derives to social platforms.
- Individuals buy goods and services associated; more businesses are setting up online payment collections to make this relaxed and protected. Some dealings only work online, so for them; a sheltered, reliable reimbursement system is serious. The benefits of taking online media comprises customer appropriateness, potential customers universally, spread, and 24-hour contact.
- Mobile-specific paid common campaigns can be engaged to reach a right spectator, which will give a valued opportunity to create the deals (Lamberton and Stephen, 2016).
Measure success
Conclusion
El Phoenician is an exquisite association that has confirmed that being communally accountable can still make income. Their menu is shaped to symbolize the rich ancestry of Phoenicia. The most important element that they emphasis is on share plates and banquets as a way of closeness with guests through the joy of food. They had a huge impact on the ancient world due to their flavours, data, and capability. Digital marketing is playing a key role in business in the system of mobile marketing and Social media marketing. The digital marketing is done through the wireless broadcasting or email. With the online existence of every organization, today are concentrating on some of the characteristics of digital marketing, pay per click, online advertising, email Marketing, Search engine optimization, and social media. Facebook page has been melded to attract the target consumers so that Lebanese spices can be promoted. It has enriched the sales and profitability.
References
Berman, B. (2016) Planning and implementing effective mobile marketing programs. Business Horizons, 59(4), pp.431-439.
Brettel, M., Reich, J.C., Gavilanes, J.M. and Flatten, T.C. (2015) What drives advertising success on Facebook? an advertising-effectiveness model: Measuring the effects on sales of “likes” and other social-network stimuli. Journal of Advertising Research, 55(2), pp.162-175.
Danaher, P.J., Smith, M.S., Ranasinghe, K. and Danaher, T.S. (2015) Where, when, and how long: Factors that influence the redemption of mobile phone coupons. Journal of Marketing Research, 52(5), pp.710-725.
Dehghani, M. and Tumer, M. (2015) A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, pp.597-600.
Habibi, F., Hamilton, C.A., Valos, M.J. and Callaghan, M. (2015) E-marketing orientation and social media implementation in B2B marketing. European Business Review, 27(6), pp.638-655.
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.
Hubert, M., Blut, M., Brock, C., Backhaus, C. and Eberhardt, T. (2017) Acceptance of smartphone?based mobile shopping: Mobile benefits, customer characteristics, perceived risks, and the impact of application context. Psychology & Marketing, 34(2), pp.175-194.
Hyndman-Rizk, N. and Monsour, A. (2014) Immigrant business: choice or necessity? Introduction. Labour and Management in Development, 15, pp.1-9.
Lamberton, C. and Stephen, A.T. (2016) A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), pp.146-172.
Lamberton, C. and Stephen, A.T. (2016) A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), pp.146-172.
Leung, X.Y. and Baloglu, S. (2015) Hotel Facebook marketing: an integrated model. Worldwide Hospitality and Tourism Themes, 7(3), pp.266-282.
McEwan, B., Sumner, E., Eden, J. and Fletcher, J. (2018) The Effects of Facebook Relational Maintenance on Friendship Quality: An Investigation of the Facebook Relational Maintenance Measure. Communication Research Reports, 35(1), pp.1-11.
Schivinski, B. and Dabrowski, D. (2015) The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), pp.31-53.
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.
Wang, R., Scown, P., Urquhart, C. and Hardman, J. (2014) Tapping the educational potential of Facebook: Guidelines for use in higher education. Education and Information Technologies, 19(1), pp.21-39.
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