Digital Marketing Strategy of Target-Free-Samples Myassignment

Question: Discuss about the Digital Marketing Strategy of Target. Answer: Introduction As per the study conducted by IBM, Australian business leaders are not as influenced by consumers as other countries. The study reflects that less than 50 percent of customers are been strongly influenced by the digital marketing (Australian Consumers Lack Influence, 2014). A digital strategy is a form of strategic management tool used by the business to address important business issues. A digital strategy is frequently characterized by the relevance of new technologies to accessible business action (Tiago and Verssimo, 2014). This enables effective focus on the growing capabilities to their business. As per the study conducted on the Australian business leaders, Two-third feels that the businesses are getting affected by the weak digital strategy (Chaffey, Smith and Smith, 2013). Target Target is Australias mid-price department store chain with a wide-ranging retail interest across Australia and New Zealand. Target is a subsidiary of famous conglomerate Wesfarmers. The organization is known for its wide ranging retail services which includes food, clothing home ware and digital goods. The brand is known for meeting daily requirements of the local people through a wide range of products. The brand enjoys an effective market place by focusing on audience from different background. Digital marketing strategy Its now a well established fact that the wave of digital commotion will result in the loss of customers, and eventually effect in business failure. Target, Australia is a large and complex organisation. The customers rely on high-quality products provided by them (Ryan, 2016). Target has large business process that involves delivering high quality service and products to customers Australia-wide. The organization has limitations in term of processes. Target Digital strategy is to become a customer centric brand. The super market giant is maintaining huge data, product innovation, better client service and significant promotion. The business organization focus on discovering opportunities and risks that digital can create. For the purpose the company has a well established customer-focused websites, mobile app, ecommerce, social media reach, and advertising. Target is using the social media tools like Facebook to enhance its marketing strategy. Their online website states the organizational objective and focus on stating the mission and vision. Their digital website provides an enthralling experience to the customer. While comparing it to the competitor the brand positioning on the social networking is poor. Woolworths has a better social media presence. They have a coherent digital marketing strategy that are enabling in gaining sustainable goal. (Source: Target Australia, 2017) (Target Australia, 2017) Reasons for failure Target has admitted the fact that their digital strategy is poor to Woolworths. The latter brand understands the need for creating uniqueness in terms of market positioning. When compared to their competitor, Still Target in Australia is not using its digital strategies in a significant way. They have restricted their outreach in terms of social media presence. On the other hand Woolworths has managed to focus on the digital strategies developing an effective plan and procedure. Their digital marketing department is all focused to meet the primary needs growing in todays changing business scenario. The overall purpose is to highlight the functions and capabilities of the organization by bringing forward all the achievements. Digital media is a new age tool that holds a vital place in growth of the business. In order to create a concrete difference it is important to focus on developing stringent digital marketing strategies. This will allow the business in matching up with their comp etition. Digital marketing has a wide reach than the other traditional marketing tools. Although Woolworths is using a digital marketing strategy to allure customers across Australia, but its competitor has a much broader strategies. The failure was due to restricted opportunities explored by the brand. Their brand reach is limited on the digital network (Rajeck, 2015). Competitor brand Strategy Woolworths has an effective with brand strategy. The brand has focused on the digital strategies developing an effective plan and procedure. In order to be competitive brand has a strong social media presence. Woolworths updates the page on the daily basis and posts up food pictures, special offers, and information concerning the brand whereas Target is not so active on Social media. This has accompanied in creating worldwide brand recognition. (Source: Woolworths, 2017) They have a coherent digital marketing strategy that are enabling in gaining sustainable goal. Woolworths has effective market reach through digital strategies. In this way they are efficiently meeting with stakeholders expectations. Woolworths is evidently reinvesting profits in digital. The new online store with big photo buttons, evidently planned for mobile is giving users an amicable surfing experience. (Source: Rajeck, 2015) Recommendations Conclusion To conclude, the report furnishes the need for an effective digital marketing strategy. A digital strategy is frequently characterized by the relevance of new technologies to accessible business action. Target has a wide presence in Australia but it has ineffective digital strategy. Although the brand is trying to become a concrete market leader but it is necessary to initiate an effective digital strategies in order to compete against Wesfarmers. There is a high need to create a strong market position through digital tools by product/market exploration, sales and service etc References Australian Consumers Lack Influence, .2014. Online. Available at: https://www.brandme.com.au/blog/2014/03/australian-consumers-lack-influence/ Accessed on: 12 August 2017 Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge Rajeck, J.2015. How Australia's Woolworths delivers the goods on social. Online. Available at: https://econsultancy.com/blog/66990-how-australia-s-woolworths-delivers-the-goods-on-social/ Accessed on: 12 August 2017 Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers. Target Australia, 2017. Image. Available at: https://www.target.com.au/ Accessed on: 12 August 2017 Target Australia, 2017.Image. Available at: https://www.facebook.com/targetaus/ Accessed on: 12 August 2017 Tiago, M.T.P.M.B. and Verssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708. Woolworths, 2017.Image. Available at: https://www.facebook.com/woolworths/ Accessed on: 12 August 2017