Digital Marketing

1. Digital marketing objectives: Clearly state the specific objectives of the digital marketing strategy (e.g. awareness, persuasion, customer acquisition, customer retention, cross selling, branding, service)
2. Overview of current digital marketing strategy (paid, social, owned): provide an overview of the company’s current digital assets and platforms. You may wish to do this in a table, including paid, social and owned components, with a summary of the current activity, weaknesses, and opportunities for growth.
3. Measurement of digital marketing effectiveness: Briefly state how you will measure digital marketing effectiveness
4. The digital marketing of brown brothers is to attract more new customers to drives more website traffic, builds brand awareness, and increases salesin the next few years.
5. The current strategy is combined with Search Engine optimisation, content marketing & social media marketing. The brown brothers create the official website and put it on Google and Bing. Using SEO is good at increasing the rank of a website in the SEPR results to increase traffic quality and quantity. The ‘brown brothers’ invites the professional groups to redesign the website and the shopping system. The content of brown brothers is linked to many different websites, such as the Victoria government website. The brown brothers set up social media channels on YouTube, Facebook, and Instagram. The Brown Brothers share the videos about the champing and photos of their products and events to increase the exposure of Brown Brother’, increasing website traffic and sales. Moreover, the ‘brown brothers’ has the yelp website. The positive reviews on the third-party website can increase the brand’s positive image to stimulate interest and generate customers’ final purchase.

Weakness – 1. The keywords used for search are less than other brands, and the range of search terms is narrow. Customers only can use branded keywords or keywords which contain the specific name of the place.

2. The brown bothers does not use sponsored link to promote. Hence, the consumers may start to the sponsored links of other stores, when they search the brand or products,
3. The video advertisement is only put in the YouTube channels

Opportunity – 1. Changes since COVID-19. A large number of activities were cancelled, and work arrangements were suspended in many workplaces. More and more people will turn to online activities and social media to fill their downtime. People will be looking for quality content and looking at who posted it.

2. Online share of total DTC revenue increase. Based on the report, the revenue share of online channels in 2019-20 increases to 16%. The market still has great room to grow in Australia.
3. The brown brothers use the new variety of grape to do winemaking, such as Prosecco, Graciano, Montepulciano. The new style of wine can supplement and can further develop Australian wines.

1. Google Analytics can be used to collect and analyze this data. The Key Performance Indicators are used to measure the effectiveness of digital marketing. The KPI includes many different metrics, such as goals conversion rate, traffic, Click-Through-Rate (CTR), and others. Based on our objectives, the conversion rate, New user, the type of source, the goals conversion rate, and time spent on the page.

New users are people who are browsing the site for the first time. The increase in the number of new users can indicate the interest of the champion or the products.

The percentage of visitors became potential customers can be regarded as the goals conversion rate. The successful percentage is over 2.23%.

The time spent on the page can measure the website content’s attraction level, which can refine the content based on the results to improve the rank on the search platforms.

The conversion rate result is the percentage of visitors who enter the website and complete some forms by clicking. The forms can be regarded as registration of members, the subscription.

The keywords can be used to determine how the user will search the website. The volume of Keyword searches can be used to improve the title of a site or content by pointing out that it is usually related to those keywords.

Leung, B. (2015). The Marketing Effectiveness of Social Media in the Hotel Industry: A Comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research (Washington, D.C.), 39(2), 147–169. https://doi.org/10.1177/1096348012471381