Marketing and Customer Engagement Free-Samples for Students

Question: Your task is to Critically Analyse Social Media Marketing Activities of Your Chosen Organization. Answer: Introduction In the present competitive business environment, organizations look to use different tools for maximizing the impact on the market. Now, increasing popularity of internet and social media platforms has provided a new dimension for the businesses in order to reach to their potential customers. Darrell Lea Confectionaryis a New South Wales based Australian organization that manufacture and sells chocolate and other confectionary products. Increasing reach of global organizations has induced Darrell Lea to use digital platform for integrated marketing communication. Moreover, Darrell Lea was established in the year of 1927 but has not able to expand its reach it the Australian market (dlea.com.au, 2017). For that reason, it is looking to use digital platform to reach maximum number of customers in Australian market. Summary of social media use, objectives and effectiveness: As chocolate and other confectionary product manufacturer, Darrell Lea has focused on utilizing all the popular social media platforms in order to reach to maximum number of potential customers. Darrell Lea has focused on following the path of other prime confectionery products manufacturers of utilizing all the popular social media platforms like Facebook, Twitter and Instagram for maximizing the sales volume in Australian market. Like any other confectionery manufacturer organization, Darrell Lea has focused on developing a colorful image on the social media platforms. For that reason, it has focused on utilizing conventional methods of posting colorful pictures of the products, videos and other graphics. Thus, it has not focused on introducing something new things through the social media platforms in order to increase the popularity in the Australian market. In fact, many times Darrell Lea has posted similar content on the social media platform, which has affected the overall pop ularity of the organization. As a result, Darrell Lea has not able to position itself uniquely in the Australian market. Darrell Lea has very limited activities on Twitter platform, which has affected the overall popularity of the organization in a major way. On the other hand, Australian chocolate and confectionery market is becoming extremely competitive with time. For that reason, all the prime organizations hare using different marketing and promotional tools to ensure continues success in the global market (Berthon et al., 2012). As a result, it is creating more challenges for Darrell Lea to keep its popularity in the Australian market. SWOT analysis: Strengths Weaknesses Darrell Lea has focused on including all the popular social media platforms like Facebook, Twitter, Instagram and LinkedIn for gaining popularity in the market Darrell Lea is present in Australian market for more than 90 years, which is likely to create positive impact on the effectiveness of the social media marketing Darrell Lea has not able to establish its presence in all parts of Australian market. Therefore, many people has not recognize the organization as a considerable brand in confectionery sector Darrell Lea has primarily focused on following the market trend for fulfilling all the social media activities. Therefore, it has not provided any new things to look for. Opportunities Threats Increasing popularity of all the social media platforms is likely to provide massive opportunity to Darrell Lea to reach to maximum number of potential customers Darrell Lea has use variety of product range that comprises over 500 products to maximize the impact on business procedure (Erdo?mu? Cicek, 2012) Increasing competition has induced all the competitors to look for different innovative strategies, which is likely to reduce the impact of Darrell Leas social media marketing strategy Table 1: SWOT analysis (Source: Tuten Solomon, 2014) Usage pattern of each tool: As per the article by Heymann-Reder (2012), organizations will have to be extremely careful at the time of developing strategies for social media marketing. Otherwise, it will be very difficult to cover all aspect of the business in a comprehensive manner. The popularity level of Darrell Lea on different social media platform is provided as follows: Figure 1: Social media popularity of Darrell Lea (Source: dlea.com.au, 2017) From the above figure, it is clear that Darrell Lea has failed to create significant amount of popularity on all the social media platforms. Specifically, the popularity level of Darrell Lea on Twitter and LinkedIn is very limited. It highlights the fact that the organization has not focused on utilizing frequent posts for developing strong relationship with the customers (Vinerean et al., 2013). As a result, majority of the people does not consider these platforms as communication network. Hence, it has affected the overall profitability of using social media marketing on Australian market (De Vries, Gensler Leeflang, 2012). However, Darrell Lea has tried to utilize Facebook for resolving any complains of the customers. For that reason, it has able to create some popularity on Facebook in the Australian market. However, limited popularity on all other social media platforms are increasing challenges for the organization to keep its position in the global market. Recommendation: By assessing the popularity level of Darrell Lea in different social media platforms, it can be assessed that the organization is not using social media tools as the integrated marketing network. For instance, limited activities on Instagram and Twitter have affected the overall popularity of the organization in Australian market. For that reason, appropriate use of all the social media tools is the recommended way of creating desired impact on the market (Papasolomou Melanthiou, 2012). Moreover, Darrell Lea needs to focus on developing effective communication channel with the use of social media in order to understand changing needs and preferences of the customers. Conclusion: The above illustration has highlighted the fact that appropriate use of social media tools is necessary for creating maximum impact on the targeted market. Therefore, organizations need to focus on developing innovative strategies to encourage people to follow each post of the organization in social media platforms. Moreover, organizations also look to develop well-structured communication network with social media platforms for creating desired impact on the targeted market in a comprehensive way References: Berthon, P. R., Pitt, L. F., Plangger, K., Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy.Business horizons,55(3), 261-271. De Vries, L., Gensler, S., Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. dlea.com.au. (2017).Darrell Lea. Retrieved 1 May 2017, from https://www.dlea.com.au Erdo?mu?, ?. E., Cicek, M. (2012). The impact of social media marketing on brand loyalty.Procedia-Social and Behavioral Sciences,58, 1353-1360. Heymann-Reder, D. (2012).Social Media Marketing. Addison-Wesley Verlag. Papasolomou, I., Melanthiou, Y. (2012). Social media: Marketing public relations new best friend.Journal of Promotion Management,18(3), 319-328. Tuten, T. L., Solomon, M. R. (2014).Social media marketing. Sage. Vinerean, S., Cetina, I., Dumitrescu, L., Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior.International Journal of Business and Management,8(14), 66.