MBA631 Digital Marketing and Communication Report

MBA631 Digital Marketing and Communication Report

Your task

Individually, you are required to conduct a digital marketing audit of a company that your workshop facilitator will assign to you at the end of the week 2 class. Please note that you will need to use the same company in the third assessment. If you focus on any other company than the one your workshop facilitator provides, your submission will receive a grade of zero.

Assessment Description

In this individual assessment, students will be given an opportunity to evaluate technologies such as interactive media, the internet, electronic marketing and social media and the ways marketers can utilise these. In addition, students will be given an opportunity to compare e-marketing with traditional and blended methods to identify future opportunities for business growth.

Assessment Instructions

Using the digital audit framework (shown below), you are to conduct an audit on the company that the workshop facilitator assigned to you by writing an 8-page analysis of how the company performs in the digital landscape. More specifically, you must address the following requirements and structure:

1. A concise introduction of the company, including but not limited to a brief history, location information, size of the business, product/service offering and so on.

2. Which digital platforms are the platforms using and not using? Please, explain why the company focuses on these platforms.

3. How is the company implementing its digital strategy? Please support your stance with relevant sources of information.

4. Based on your findings, where is the company finding its success? Justify your answer.

5. Who are the direct and indirect competitors? What are competitors doing, and where are competitors finding their success online?

6. Based on your findings and using the digital audit framework, where (not how) could the company improve?

7. References List (Not included in the page limit of your submission).

Solution

Introduction

In the following project it is required to conduct a digital marketing audit of a company that has been selected which is worldofmusic.com which is an Australian based company that is like an e-commerce company or the platform that sells products or items related to the music or a musical instrument such as drums, guitars, piano, and other accessories. The company has a website which is quite good and uses Instagram and Facebook for conducting digital marketing or targeting their potential customers. According to MBA Assignment Experts, overview The contact number and address of the shop or an offline store of the following company has been also provided with the store timings so that the customer can also contact the stores easily. All the staff of the company are musicians and possesses the experience of performing music shows in real life, music tuition and system design, analogue and digital recording and sound mixing. The main goal of the company is to provide the correct music instrument as per the need and requirement of the customer and also support the customers and help them if they have any problem thereafter. 

As the musical instruments are more the passion of a company rather than a business as well as the staff of the company have the correct knowledge as well as experience which will be useful in guiding the customers for making them correct decision regarding their musical career. The company also make sure that the best prices of any musical instrument has been provided to the customers as the company is an Australian based, so the motive of the company is to provide the best prices or the charges from any other music instrument dealer in Australia. The company also offers other services such as offline music stores, providing music lessons for various instruments such as drums, Bass, piano, guitar and many more. As the company is not limited to selling instrument of music it also provides various types of services such as repairing of various instruments such as guitars in the store that are available offline and also so the company has the specialist technicians that that can advise their customers for the repairing of electronics and amplifiers. The main location of the company is Nepean Hwy in Brighton East, which is located from only 20 minutes’ drive from the Melbourne CBD (WorldofMusic.com, 2022).

Digital Platforms Used 

As from the analysis it can be concluded that the company is using Instagram and Facebook social media platforms for or promoting their products digitally. The company is not targeting other social media marketing platforms such as LinkedIn Pinterest Snapchat and YouTube as the main goal of the company is to target the customers of young age as they are more passionate about the music and from such type of platforms the company cannot find their potential customers. The social media platforms such as Facebook and Instagram are considered as the best platforms for social media marketing of any type of product because these platforms had a visual nature that you can showcase the services or any type of product that the company is offering with the help of images, videos and short videos. Also, the engagement rate is very high on both of these platforms but the marketing strategy is very important for determining the content that has to be published and how to drive more potential customers (Bala et al, 2018). 

The marketing strategies that are used by the company is conducting a competitive analysis, growing follower base on both platforms, building of a consistent brand, determining meaning the targeted audience after setting the goals. For determining the targeted audience, the company has considered the factors such as interest, gender, location, age group and motivation and filter according to these parameters.

Implementation of Digital Strategy 

There are various types of digital marketing strategies that the company is using which can be concluded from the Instagram as well as Facebook posts. 

• The strategies include updating with the new and fresh arrival of various musical instruments with the help of posts by providing information and the link ok to buy those products. 

• The company has also organised and end of financial year sale to drive more customers by providing interesting offers to a range of products. 

• The most interesting marketing strategy that can be lighted up is that the company has organised the weekend sale if the customer mail them on their official email address the company has provided 10% off to the selected products. 

• The company has also posted about the products that are unique and customised with a punch line “only few left”. 

• For boosting the engagement rate with the customers, the company has performed a drive in which the customer or the followers had to guess the musical instrument and the winner would get interesting offers. 

• The other strategy that has been implemented is posting a picture of a musical instrument of that has been newly added to the store with the number of instruments sold on that week and the number of instruments left. 

• The company is not only limited to provide the musical instruments available but also how to play that specific musical instrument, how to handle and manage, and how to protect them from climate change all the required and necessary details of that product with the help of blogs available on their website (Chaffey et al, 2019).

• On the official Instagram page of the company, it has posted short videos that are known as reels to boost or engage with more peoples as the reels has very high reach. The reels include the new arrival of products how to play a specific type of musical instrument or a tutorial. 

• The company also follows new trends and challenges that are viral on internet as well as social media platforms to reach out more audience. 

• The company has also provided all the necessary and required details in the bio section of the Instagram page about the products and services that are offered by them and other details such as link of the website, location of the store offline, Store opening and closing time, offers that are available, musical instruments they are dealing with and many more. 

• One of the best strategies to gain the trust of the audience is the reviews and recommendations and the company has fully utilised this strategy as they have posted about the reviews that they a got from their customers.

Findings 

Based on the findings the company is successful as they are marketing their products on social media platforms with various types of digital marketing strategies, trends, and other unique ideas. The company can be recognised as successful because they have a very clear and concise website which is very user friendly that the customers arriving for the first time can easily navigate between the pages. In the menu section, the pages include the products, about us, lessons, repairs, blog and contact page. The website also has a call us feature that the customer can directly contact with the stores available offline. It also has a feature of chat bot by which the customer can reach them from texting by providing necessary details such as name, mobile number and message to the store (Kusumawati et al, 2019). 

The user can also search the products using the search box and easily navigate to the cart by the icon available at the header. The company has provided an offer free shipping to the specific area on the first page of their website. All these points concluded can be very useful and helpful in converting the audience to the potential lead or potential customers. The company is not only limited to providing or selling products but also provides various types of services such as repairs, music lessons and rental plans for various musical instruments. Thus, this makes the company successful as they are not targeting only one type of customers and with the help of these strategies engagement for the targeted audience will be more (Chmil et al, 2020). 

The company is driving more potential customers with the help of their website as the homepage on the first page of the website contains information or details about the musical instruments available and direct link to purchase them, a list off instruments that are newly arrived to their stores with the price of that specific product and a link to view all the new arrivals, a list of the products that are on sale, a section of the customer reviews, a list of blogs that are available to read a list of all the featured brands, a short summary about the company and at last the footer page that has all the necessary details required such as the mobile number or the contact number, location, email address, store opening and closing time on various days, services and the pages that are available, a link to their social media handles such as Facebook and Instagram, and a box to join the company (Ganev, 2018).

Competitors of Company 

The direct competitors of the following company that has been selected which is worldofmusic.com are bettermusic.com and belfieldmusic.com as they both are an Australian based company that has their official website, stores that are available offline and also providing the same services as of the company selected. The direct competitor of the company finding their success as they have more reach on the social media platforms and the engagement of followers. The companies are using the features available at their best and they are consistent with their post and content and using various marketing strategies. Also, the company bettermusic has a logo of its own and companies are not limited to use some of the social media platforms rather than using twitter YouTube and reverb along with Instagram and Facebook for driving more audience or targeting more audience from various types of platforms (Bettermusic.com, 2022).

The indirect competitors of the online market of the following company are big e-Commerce brands such as an Amazon which is an international brand that deals with all type of products or items on various niche. The audience can easily find any type of musical instrument on their official website but it is not concentrated on only one specific domain or a market such as of the selected company which is only targeting the audience that are passionate about the music. Also, the selected company is providing various types of other services and has their stores available offline that the customer can reach and experience but the indirect competitor Amazon does not have any type of other services proving (BelfieldMusicOnlineStore.com, 2022). 

Improvement areas of Company

There are various areas of improvement required for the following company as they are inconsistent with their content that are posted on social media platforms because they have to be consistent on social media platforms for reaching out new audience. The company does not have its own logo so it has to invest in designing of logo to make it a recognized brand, it has to implement or use the Search Engine Optimisation and different marketing strategies, the company has to improve in in the associate and affiliate programs, use of email marketing, provide a backlink to other websites publish new articles and stories on other websites, promote their brand with social media content creators to engage with new audience, provide giveaways and contests for engagement it with the audience. The has to measure their KPI (Key Performance Indices) and set up short term, midterm and long-term goals. They have to redesign their website as it is a very basic by implementing other features such as videos and transitions (Kingsnorth, 2022).

Reference 

Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.

Bettermusic.com.au. 2022. Better Music: #1 Choice For Musical Instruments & Audio Gear. [online] Available at: [Accessed 11 August 2022].

Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing: strategy, implementation & practice. Pearson uk.

Chmil, H. and Verzilova, H., 2020. Theoretical aspects of marketing audit organization at the trading enterprise. The Institute of Accounting, Control and Analysis in the Globalization Circumstances, 1(1), pp.89-97.

Ganev, P., 2018. How to Choose the Appropriate Digital Marketing Tool. Global Business & Economics Anthology, 1, pp.16-25.

Hakimovna, U.M. and Muhammedrisaevna, T.M.S., 2022. Audit and Marketing Audit in Small Business and Private Entrepreneurship: The Order and Process of Inspection. Journal of Ethics and Diversity in International Communication, 2(3), pp.84-88.

Kingsnorth, S., 2022. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
Kusumawati, N.F., Kusumasari, T.F. and Lubis, M., 2019, September. The Effectiveness of Digital Marketing for Show Up Company: Issues and Challenges. In 2019 3rd 

International Conference on Electrical, Telecommunication and Computer Engineering (ELTICOM) (pp. 27-31). IEEE.
Music, B., 2022. Belfield Music Online Store - Australia Wide Shipping. [online] Belfield Music. Available at: [Accessed 11 August 2022].

Seoptimer.com. 2022. SEO Audit for www.worldofmusic.com.au - SEOptimer. [online] Available at: [Accessed 11 August 2022].

SEOptimer: SEO Audit & Reporting Tool. White Label Option. 2022. The Ultimate Guide to your Digital Marketing Audit (with PPTX Template). [online] Available at: [Accessed 11 August 2022].

World of Music. 2022. Home. [online] Available at: [Accessed 11 August 2022].