Group Members Assignment 2: Task B for DMCM1213

Task Bi:

Target Market Report

Identification of Segmentation Approaches

1.      Key words used in search behaviour

2.      Peoples eating habits

3.      People who work in Manchester

Approach:

Behavioural Segmentation: Key words used in search Behaviour

Advantages

·         Narrows down target group to people looking for certain products or services

·         Discards anyone not searching for related terms

·         Easier to sell something to someone who was looking for it in the first place

·         Behaviours are easier to target as they can be observed

Disadvantages

·         If brand awareness is already to low then no one will search the key term related to the PSO.

·         If search phrase is too broad then we could end up targeting the wrong set of consumers.

·         Key search terms related to PSO are based on presumptions that that’s what people wanting the PSO would search to find it.

Approach:

Psychographic segmentation: Peoples eating habits

Advantages

·         Western culture means as a general rule we can generalise as to the sorts of times people eat. As most have breakfast, dinner and tea

·         Targets a lifestyle behaviour that is a requirement for humans to survive

·         Would be simple to find out the habits (times of eating) of an office’s employees and then focus a promotion around that

Disadvantages

·         Not everybody has the same eating habits

·         Cultural Differences may affect eating habits, for instance Muslims only eat halal meats

·         Habits could change and may be unpredictable from one consumer to the next

Approach:

Psychographic segmentation: People who work in Manchester

Advantages

·         Lots of people work in Manchester, this is a psychographic lifestyle choice

·         Relatively simple to define

·         If a person works in Manchester then they have links to a company that may require a corporate buffet service

Disadvantages

·         Presumption that people who work in Manchester would use the service

·         May prove difficult distinguishing how to reach these consumers as it is so broad, in terms of what they want

Prioritisation of segmentation Approaches

First priority: Key words used in search behaviour.

This behavioural segmentation approach allows for the narrowing down of market by key words. Using this segment will mean that we ‘identify or construct segments on the basis of information that is evaluated as being highly relevant’ Dolnicar and Leisch 2004. As an agency we can gain historical evidence on past consumer search behaviour from the Google adword tool and this will mean we can tailor our focused key search terms around this to make it optimal for our service. Making sure our service reaches the correct customer is vital and looking at behaviours means we can see what people are already doing, and adapt our product to fill a gap. Monitoring behaviours therefore is necessary for our market.

Second Priority: People who work in Manchester City Centre

This segment identifies a psychographic segment as it is a lifestyle choice to work and live here; this segment also has a geographical aspect of businesses near our chosen branch of Fatsos, Manchester. ‘Some marketers argue that the internet has eliminated all geographical boundaries’ Botha et al 2006:66. I would disagree with this as in this situation I only want to target businesses in Manchester as this is where the branch of Fatsos is located. The way this segment is two dimensional means it’s more specific in targeting the business customers we want to use our service.

Third Priority: Peoples eating habits

The delivery and collection service relies on people eating. If people didn’t eat then there would be no need for Fatsos to deliver buffets to businesses in Manchester. The nature of the service means that it isn’t absolutely necessary for everybody to eat, as not everybody does at buffets. This segment will be discarded for the time being as not everyone’s eating habits are a requirement for selling corporate buffets.

Issues and Risks with the prioritisation of the segments:

There could be risks associated with my top two priorities as they are based on assumptions, for instance that the key words I decide will be the most appropriate for the group of customers I want to attract. The risk that all possible segments were made on presumptions of what we think people want this could be a major risk; without testing the market it proves harder to determine if were correct. However these are the people we want to target as a company therefore finding ways to target these people is a way of overcoming this risk.

Market Segments:

From looking at these approaches to segmentation a number of specific segments can be identified:

Target Segments:

Figure 1 shows specific segments that could be targeted via search terms, when Manchester is always a constant term in the search, because this is the branch of Fatsos we are focusing on. The combining of behavioural and geographic segments gives a two dimensional segment that allows for more efficient targeting; as although the key segment behaviour needs to be targeted the location of the Fatsos is important for the logistics of the service. I then end up with 5 possible specific target segments; these search terms are specific for the presumption that this is what people would search for if they were to want a corporate buffet in the area we operate. Figure 2 shows possible segments based on peoples lifestyle choices; my chosen segment from this being highlighted in red, People working in Manchester. This is a relevant sector for my service as people working in Manchester are likely to have links with the business they work for and this could pose as an opportunity for digital marketing.

Selected target segment and justification:

The specific segments I will target are search behaviour around the key words Catering in Manchester and Businesses in Manchester. The table right shows search result figures on Google adwords tool, it was from this I was able to narrow down the segment further. It shows that competition for my 2 chosen areas is medium; that searches locally per month are relatively good in terms of how many customers we could serve realistically it is these people I need to address with the digital marketing campaign and finally that global monthly searches are high. ‘Buffets in Manchester’ for instance was discarded because of the presumption that people searching this were looking for somewhere to eat not the purchase of a buffet for an event. The other segments shown in figure 1 and 2 that haven’t been selected here have been discared as after research and defining of my segments the service can be made more specific in order to fill a need for the target segment. Therefore the delivery/collection service will just be for corporate/business events in providing buffets and catering.

Task Bii:

Viability Report

Digital Marketing Approaches:

1.      Website

2.      Search Engine Optimization

3.      Targeted ad campaign on LinkedIn

Approach: Website

Advantages:

·         Can allow for a more personal experience

·         Gives credibility

·         Good for acquiring and retaining customers

·         Usually a customer’s first port of call

Disadvantages:

·         Site building costs, could be expensive.

·         Site maintenance can be timely, even costly.

Approach: Search Engine Optimization

Advantages:

·         Customers who are searching for what we offer are more likely to find us before competitors

·         Key words can be linked to the business, target segment and product/service

·         Cost effective

·         Can easily see what competitors are using to optimise their site

Disadvantages:

·         Getting the words right can be tricky as they are based on presumptions

·         There is a constantly changing algorithm that indexes your pages so can prove hard to keep up

·         Very competitive

Approach: Targeted ad campaign on LinkedIn

Advantages:

·         Good for acquiring new customers in the business sector

·         Ads only appear to potential customers that I want to see it

·         Can have different ads appearing to un-acquired customers and customers we want to retain.

Disadvantages:

·         Could prove costly depending on cost of terms used and if its pay per click or per impression.

·         Not everybody in my target segment will be on LinkedIn.

·         Ad’s only show so many times per day.

Prioritisation of Digital Marketing approaches

First Priority - The building and use of a website is first priority because it tends to be a customer’s first port of call, they go to a search engine and search for a firms website if they want something. This is why Fatsos needs a website not only for information but for an online ordering system to be linked to so that the segment of customers for our PSO can find us online and use our services; this would be in the strategic interest of the firm. The fact that a website gives credibility to a brand/product or service means that it will be beneficial for our overall business objective of increasing brand awareness. Research shows that ‘final conversion still occurs on a retailer’s website in the majority of cases with only 5% reporting having received transactions on social sites’ Wasing 2012. This is why a website is vital for Fatsos so that when people search key terms they are able to find us. Having a website will make all the other approaches listed viable and mean that our whole digital marketing approach is linked and integrated. This approach is appropriate for my chosen behavioural segment of key search term behaviour as this site can be built SEO in mind and alongside each other. Rene Power 2012 says ‘websites are the most important thing’ hence another reason for implementing this approach.

Second Priority - Search Engine Optimization is the next priority but will be linked with the building of a website as they work well together. This approach is necessary for targeting my chosen segment detailed previously. ‘Many small businesses in the UK are failing to make the most of their online presence, with 47% of SME websites studied having either very basic or no SEO work at all’ Charlton 2010. Showing that as a business if we use SEO and optimise our web pages we will be doing something other small businesses don’t meaning we may acquire more customers searching for particular search terms. Search engine optimization links with our target segment of search term behaviour as it is exactly this that this approach will target. The terms can be carefully selected so they have relevance to our service of business/corporate delivered buffets. It is important that the first priority of building a website is followed up with SEO as there is no point having the site if it isn’t indexed or can be found easily by potential customers or existing ones.

Third Priority - A targeted ad campaign on LinkedIn would be used because it means our advert can only be seen by the people we want to see it, so we will be able to target by geographical locations easily, this being part of the key word search term behaviour. Banner ads can sometimes reach the wrong consumers but this way it will be Business to Business and only the people I want to see It will be able too. Who sees it will be based on presumptions that certain businesses may require buffets within their company and it will only target the area Fatsos is able to supply. This ad campaign hopes to reach businesses that hold events in Manchester, of which these people will also be targeted by the searches they do in search engines via the above two approaches. With these banner campaigns on LinkedIn you may set ‘Daily Budget is the maximum amount that you are willing to spend each day’ LinkedIn 2012. This means that we will be able to control the costs of this campaign as well as all the factors concerned with targeting the correct segment of people, using the ad settings provided by LinkedIn. This method will be discarded at this time however due to potential high costs and how often ads would appear.

Issues and Risks with chosen Digital Marketing Approaches

There could be issues and risks with all digital marketing approaches listed, some can be minimised so that the approach is still the most appropriate. The Website has the least risk/issues associated with it as its major risk would be if the designer gets to clever, as people like things to be simple and easy to use. There are more issues with SEO of which is necessary to accompany the building and use of a website. The risk of black hat seo by other sites would make ranking difficult, however Google is clamping down making people code and design ethically. Another risk with this approach is that you have to make sure links are relevant and link with key words, you can never have too many links but relevance is key or once again Google could drop you down its rankings or even un-index you. The final issues with both these approaches could be that they could be time consuming in terms of upkeep.

Biii

Anti-viability Report

Non-viable Digital Marketing Approaches

1.      An SMS campaign

2.      Affiliate marketing

3.      The search term ‘Fatsos Filling Station’ in SEO

Justification, risks and Issues

An SMS campaign to businesses:

Performing a SMS campaign for the service of delivery/collection of business event buffets in Manchester would be in appropriate because the gathering of appropriate mobile numbers would prove difficult. This approach wouldn’t be in line with our targeting of behaviours particularly search terms and work. The service we wish to provide is business to business; therefore the appropriate employee for contact would have to have a business mobile phone in order for us to send texts as a form of marketing. If the buying of lists was to be the solution to gaining businesses mobile numbers (for businesses who use mobiles) this still wouldn’t be a viable option one reason being: ‘The mobile phone is an intimate, always-on device and while that creates incredible opportunities, it also means that it's easy to cross the line and significantly harm a customer relationship with a single interaction’ Robles 2012. The risk of damage to the brand only strengthens the reasons for this approach not being viable for Fatsos as the overall business objective is to increase brand awareness. An SMS campaign would not be cost effective, because of the limited resources for gaining correct mobile numbers, could be damaging to the brand and texts could only carry limited information.

Affiliate Marketing:

This approach would be completely inappropriate because of the fact Fatsos has low brand awareness at the minute, this would make it difficult to get reputable firms to refer us. Although we aim to increase brand awareness (noted as the business objective in assignment 1) affiliate marketing wouldn’t be appropriate at this time to do so as it is more likely to convert and retain customers in terms of the brand at a later date. Other reasons this approach wouldn’t be viable is the cost, sites will charge every time someone clicks a link, or take a percentage of sales acquired via this link; because of the nature of the business of making buffets this approach wouldn’t be appropriate as it would mean profits couldn’t be maximised as it could end up taking too high a percentage of revenue just to have links through affiliates.

The search term ‘Fatsos Filling Station’ for SEO:

This is non-viable as from looking at data on Google Adword tool the search ‘Fatsos Filling Station’ brings by 36 searches globally, it has no competition and no local searches. Therefore it would be pointless at this stage to optimise that term as no one is searching for it. This I can presume is due to low brand awareness, therefore other terms must be used instead in order for people searching for the services we provide to find us (see viable terms in viability report).

From carrying out careful research and analysis when defining segments, digital marketing approaches and non-viable digital marketing approaches the PSO that is to be offered is a delivery/collection service of buffets for businesses in Manchester. This is the final PSO as it is now clearly defined who’d buy it (the target segments) and how it could appropriately be marketed.

Bibliography of all information used in text as evidence.

Botha.J. et al.,2006. Marketing. 3rd ed. cape town: juta and co limited.

Chaffey.D and Ellis-Chadwick.F., 2012. Digital Marketing Strategy, Implementation and practice. 5th ed. Essex: Pearson Education Limited.

Charlton.G.,2010. Half of SME websites are not search engine optimised: study. E-Consultancy.com. [online] Available at:http://econsultancy.com/uk/blog/6321-half-of-sme-websites-are-not-search-engine-optimised-study [Accessed on 3rd December 2012]

Dolnicar,S and Leisch,F., 2004. Geographical or behavioural segmentation? the pros and cons for destination marketing. [online] Available at: http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1255&context=commpapers&sei-redir=1&referer=http%3A%2F%2Fwww.google.co.uk%2Furl%3Fsa%3Dt%26rct%3Dj%26q%3Dbenefits%2520of%2520behavioural%2520segmentation%26source%3Dweb%26cd%3D2%26sqi%3D2%26ved%3D0CDkQFjAB%26url%3Dhttp%253A%252F%252Fro.uow.edu.au%252Fcgi%252Fviewcontent.cgi%253Farticle%253D1255%2526context%253Dcommpapers%26ei%3DsGq3ULGzL4Wa0QXj8YCwAg%26usg%3DAFQjCNH9OsBDM7NN5ew_BVziLPa4eirdyA#search=%22benefits%20behavioural%20segmentation%22 [Accessed 2nd December 2012]

LinkedIn Ads, 2012. Best practices for advertising on LinkedIn.[online] Available at:http://partner.linkedin.com/directads/bestpractices/#target [Accessed on 3rd December 2012]

Manchester city council, 2012. Manchester a great city to do business, Business, people and infrastructure. [online] Available at: http://www.manchester.gov.uk/info/100002/business_support_and_licensing/2482/manchester_a_great_city_to_do_business/1 [Accessed: 1 December 2012]

Power,R. 2012. The Five Digital Marketing Tools you meet in heaven.[Verbal Guest Lecture] Manchester Metropolitan University. [27th November 2012]

Robles.P.,2012. Four things marketers can learn from the Papa John's $250m SMS spam lawsuit. E-Consultancy.com. [online] Available at: http://econsultancy.com/uk/blog/11110-four-things-marketers-can-learn-from-the-papa-john-s-250m-sms-spam-lawsuit [Accessed on: 3rd December 2012]

Wasing.M.,2012.Website investment still key for online retailers despite the rise of social and mobile. E-consultancy.com.[online] Available at: http://econsultancy.com/uk/blog/10633-website-investment-still-key-for-online-retailers-despite-the-rise-of-social-and-mobile [Accessed on 3rd December 2012]

West.A.,2011.How do LinkedIn advertisements work?.Pc Worlds Bizfeed smart tech advice for you small business.[online] 6 October 2011. Available at:http://www.pcworld.com/article/241220/how_do_linkedin_advertisements_work_.html [Accessed 2nd December 2012]

 

Aii/ Aiii - dmcm1213

Business Objectives

Objective: Increase brand awareness by 75% in Manchester 2013

Brand awareness is important, as it is a determinant of brand equit y. There has been noted links between brand awareness and brand equity. Fatso’s in Manchester has little brand awareness highlighted in the market research we carried out (figure 1). Increasing brand awareness will help achieve the objectives chosen. 





Identification of PSO

Chosen PSO: Delivery/collection service

There are 13million people who regularly order takeaways online, were looking to exploit this market, as Fatsos’ currently doesn’t offer this service.  A delivery service increases brand awareness and differentiates from competitors.  It can add value and increase profits for your business as consumers like convenience.

Digital Marketing Approach 

First Priority: Mobile App 

Global mobile advertising is valued at $53billion.

Mobile applications will help Fatso’s reach new market segments and increase viability of a delivery service. Mobile apps have become top priority for businesses, so Fatso’s should take on this approach to increase revenue.  We expect this would take 4 months and be most effective in increasing Brand awareness and healthy following.

Second: Social-Media Campaign

• Improve and increase coverage 
• Use Twitter and Facebook campaign.
• Can’t measure success

Third:  Website

Wouldn’t improve brand awareness as much in the short term.  

Bitten By Design dmcm1213 - Fatso's

Here is a picture of our dmcm1213 team next to our chosen business, Fatso’s. We decided to meet here to try one of their yummy sandwiches to brighten up a rainy Tuesday morning in Manchester… typical!

Brand Awareness of Fatso's - Market Research

Aim: The aim of this market research is to find out of a sample size of 60 how many people are aware of the brand ‘Fatso’s’.

Objective: Over a fifteen minute time period we will interview 60 respondents in the Manchester area to research whether or not they have heard of the sandwich filling station ‘Fatso’s’.

Our Findings: After interviewing 60 participants our results showed that 46 respondents had never heard of the sandwich chain and 14 respondents had.

Conclusion: Out of 60 interviewees we found 77% of these hadn't heard of the brand before, this is an indication that increasing brand awareness of Fatso’s is going to be a key objective within our digital marketing strategy. Therefore we conclude that the brand awareness of Fatso’s in Manchester is currently low and only 23% of the respondents had heard of the shop. We as a digital marketing agency aim to increase this brand awareness by 75% within the next year.  

A1 - Bitten-by-Design #dmcm1213

A1 - dmcm1213

Hello and welcome digital marketing enthusiasts, we would like to introduce to you our brand new digital marketing and communications agency ‘Bitten-by-Design’. 

Our agency consists of five final year students at Manchester Metropolitan University who are all experts in the area of DMCM (Digital Marketing Communications Management). 

We will start off by introducing each member and their job roles:

Fiona Kenyon – Social Media specialist - 10076628
Zoë Smart – Trafficker - 09354236
Lauranne Parsons – Online Copywriter - 09105738
Monuwar Ahmed - SEO specialist - 10474094
Jamie Daniel – SEM specialist - 09407438


The organisation we have chosen to focus our speculative digital marketing pitch on is ‘Fatsos Filling Station’ they are a small sandwich chain who currently don’t digitally market their business.

Click the icons below to follow us on Twitter and ‘Like’ us on Facebook.

Morphological Analysis for dmcm1213

Bitten-By-Design came up with some Digital Marketing Strategies for Fatsos Filling Station, by looking at possible Products/Services or Offerings, the people that would want them and how to digitally market such PSO's. This was a worksheet completed for dmcm1213 and will help us plan the digital marketing strategies needed for Fatsos campaign.

Keep an eye out for further progress! #dmcm1213

The Bitten Video



Interested in digital marketing and want to find out some of the services that Bitten by Design has to offer?

Why not check out the video that we have made. This was created for our dmcm1213 to promote our brand.

Let us know what we think!

Bitten-by-Design Team Background!

Hi Everyone

Thought we would start of our blog by telling you all a bit about ourselves!

Our DMCM team consists of:

Lauranne Parsons who is currently in her final year of studying a BA Business Sandwich degree. She recently completed a 12-month placement within a small Recruitment Consultancy Firm based in Didsbury, Manchester. Her role within the company was Digital Marketing Executive/Administrator. Within this role, some of her major tasks included project managing and running the new IT system within the business, using and implementing different digital marketing strategies such as SEO, PPC and Google Analytics, and negotiating the main supplier contracts within the business with such suppliers as Salesforce, Linkedin, Monster and Sales Target.

Zoe Smart who is another member of the team, on the BA (Hons) Business Sandwich degree in her final year. She did a year placement at an Accounting firm where she was a Marketing Assistant. Within her role, she gained experience in SEO, Google ad words, Google Analytics and website updates. Social media was one of her main responsibilities where she gained over 1000 likes for her placement company.

Monuwar Ahmed who is a BIT student, (Business Information Technology) he has knowledge in project planning, entrepreneurship, SEO, social media and also technical tasks such as web development, video editing and getting ranked into Google. He averaged 65% to 75% last year and passed with a 74% mark, in his second year, so he is more than competent when it comes down to working.

Fiona Kenyon is on the BA(hons) Business Management degree and has undertaken marketing modules during her time at university so far, where she created a marketing strategy, worked as part of a team and gained a first. She also took Ideas, Creativity and Entrepreneurship where she had to be creative in her thinking and come up with ideas to get start up products into the real world market, including using digital marketing channels; Once again gaining a high first in this module. She passed second year with 69%, which shows the dedication to her work. James Daniel is in his third year on the Business Management course. He has gained entrepreneurial skills via the module he took last year, Ideas, Creativity and Entrepreneurship 2. He has lived in the UAE all his life where he has gained excellent cross cultural values and communicational skills. James has excellent skills in video creation, which can applied in the Digital Marketing world.   We look forward to keeping you up to date with our progress! Peace out! Bitten-by-Design

About - Bitten

Hi Bloggers,

We are Bitten-By-Design Marketing a new creative Digital Marketing Agency, from dmcm1213. We are a group of young Digital Marketers aiming to provide specialist advice on digital strategies for growing businesses.

The team consists of:

Zoe Smart

Lauranne Parsons

Mohammed Ahmed

Fiona Kenyon

Jamie Daniel

Watch this space!