LB5232 Digital Marketing

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LB5232 Digital Marketing

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LB5232 Digital Marketing

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Course Code: LB5232
University: James Cook University

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Country: Australia

Question:
Describe the Digital Marketing For Social Media Strategies.

Answer:
Introduction: 
In the age of extreme consumerism and competition, the business organizations are in dire need for advanced and creative marketing strategies. In this age, the most of the organizations and retail chains produce and sell almost every range of products and services that the consumers might want to avail and hence, retaining consumer market and loyalty is extremely crucial to maintain in this age. Along with that, it must be mentioned in this context that the global financial crisis and the recession has taken a severe blow to the economic stability and the money market. Hence, the most of the business corporations struggle the most with the putting together a marketing strategy that will not only retain the existing consumer base but will also help in expanding the clientele and enhance the brand reputation of the company (Wertime & Fenwick, 2011).
On a more elaborative note, the existing traditional marketing strategies are not immensely effective in the present day scenario, and hence the corporate world has been experiencing the need for a more modern and contemporary marketing technique. Among the other options available in the market by the virtue of technology, the digital media marketing can be considered the most enticing and useful techniques prevalent in the market for attracting and retaining the attention of the consumers on a more long term basis (Truong, McColl & Kitchen, 2010). This assignment will attempt to discover the importance of the digital media marketing taking the help of an Australia based organization named ifeelgood 24/7 gym.
Overview of the company: 
History of the company:
Ifeelgood 24/7 gym is a fitness centre of Australia that is functional at more than 11 regions and along with that the fitness centre offers innovative and refreshing  fitness and exercise techniques that is set to excite the new generation who are concerned with fitness and regular exercising. And along with that, this fitness centre established in 1st January of 2010 has taken the customer friendliness up another notch with the fact that the fitness centre is open 24 hours of the day, and is open every single day for the year.
Target industry:
 It has to be mentioned in this context that the concept of physical fitness and exercise is gaining popularity as an important health behavior very recently and there is still a conspicuous lack of understanding in the public regarding the importance of the physical fitness and the consequences of maintaining a sedentary lifestyle. And hence, only the young generations, wither students and young adult professionals are mostly the majority of the clientele of the new age fitness centres (Ifeelgood247., 2017).
Service program and target market:
Hence the biggest USP for this fitness centre can be considered the fact that the fitness centre is allowing the members of the club utilize the benefits of the fitness club at any time of the day. It must not be neglected that the young generation of the present age are already struggling to make ends meet with their exhaustive schedules and hence the flexibility of timing when it comes to fitness regime is strongest feature that the fitness club is offering to the public. However, despite all the benefits that the fitness club is providing, the most important fact associated with the new generation of clientele is the proper digital media presence and connectivity provided to the clientele (Hudson & Thal, 2013).
Summary of social media usage: 
Social media SWOT
Social media platform has provided the biggest opportunity for the corporate entities to attract the customers and then retain their attention by keeping them captivated with the enticing news and connectivity that the social media tools provide the customers. There are various social media tools that the business organizations can make use of, although options like facebook, twitter, instagram, youtube, linkedin, and Pinterest are the most abundantly sued and equally affective social media tools that provide the business organizations with the benefit of connecting with the customers on a more deeper level. These social media tools provide the corporate service providers to inform the customers with every new detailed change or progress with their business process management with their customers. Hence, all the customers are given the chance to know of every new feature added by the service provider and track every change in the service program, and hence starting from big organizational firms to SEOs, everyone is associated with the different social media tools and their optimal utilization (Armstrong, Kotler, Harker & Brennan, 2015).

Strengths

· One of the greatest strength that has been identified by the Facebook usage of the company is the fact that they have incorporated a detailed and informative history of their service programs in the about section of the Facebook page which is absent from their official website.
· The mission statement shared at their Facebook page is very inspiring and can be considered attractive by the tech savvy new age generation of the present age and hence can attract more followers and clientele to the fitness club

Weaknesses

· The activity level of the fitness club in their Facebook page is very minimal and not effective to keep the customers engaged.
· There is no discussion forums or feedback sharing activity that can help the customers share their preferences and grievances for the continuous improvement of the fitness club (Chaffey & Ellis-Chadwick, 2016)

Opportunities

· The most important opportunity of the fitness club is the fact that they can effectively market their innovative and new age technologies used in the fitness club to attract more customers.
· Along with that it has to be mentioned that the fitness club is open 24 hours of each day which is an excellent benefit that they can advertise more actively to the social media clientele  (Hanna, Rohm & Crittenden, 2011)

Threats

· The market for physical fitness is still in a very unstable stage hence, lack of proactive marketing can lead to financial breakdown for the fitness club.

Effectiveness of the Social Media strategies
In this case, the fitness centre opted for the assignment, the social media usage of this fitness centre cannot be described as optimal. The company entertains a blog and Facebook page for the social media marketing to the target market. The blog maintained by the fitness centre features different sections of informative domains, where it is providing informative articles mad discussions of topics such as fitness, nutrition, sports, lifestyle and general news. The blog is up to date and easy to navigate for the customers and can be accessed directly by the official website of the fitness centre. Along with that the official website also provides the customers with the access to the different centers operated by the fitness centre and the easy contact details (Ifeelgood247., 2017). The presentation of the official website is also attractive with attractive positioning of the pictures of their different centers and the equipments they use along with a video of narrative guide to their clubs and the fitness benefits provided by their fitness centre. Though, the official website provides no information regarding the journey of the fitness club or any subjective data of the website. The Facebook page of the club is a little more informative than their official website which indicates at their unplanned and flawed digital media marketing strategy. Their Facebook page has close to 3610 likes and 3420 followers, although the number of visits for the Facebook page is 10692 (ifeelgood., 2017). The Instagram page for the is much lesser active with just 162 posts and 760 followers and coming to the twitter account for the fitness club, they have only 88 followers despite a total of 2462 tweets. The presence of the fitness club in the Pinterest platform is also a little less than the competitors of this fitness club in the similar domain.
Competitive marketing
It has to be mentioned that the presence of the fitness club is significantly repetitive and unattractive which is reflected in the very measly follower statistics in each of the social media tool used. Along with that, comparatively the follower status is the largest in case of their facebook page, followed by instagram and twitter (ifeelgood., 2017). The concept of viral marketing is also untouched by the fitness club and hence their marketing ventures have more or less failed in the most of the social media channels. Considering the competition in the market it has to be understood that the competitive market in the gym industry is slowly progressing and with the dynamic digital marketing usage by competitors like Fitness first and genesis fitness, the social media marketing is insufficient.
Conclusion and Recommendations: 
Based on the information that has been gathered on the social media usage of the fitness club, the most active social media platform utilized by the fitness club is the Facebook page that they are operating, although it also needs to be mentioned that the club is yet nowhere near making adequate usage of the social media platform of Facebook despite having a comparatively higher following statistics than rest of their social media platforms.
Hence, it can be concluded that the social media presence of the fitness club at the moment is minimal and nowhere near sufficient to the level of digital media marketing is required for such a novel industry to sustain in the dynamic economy. One recommendation or strategy that the club could utilize is maintaining a weekly interaction forums or sessions in the Facebook page and incorporating deals and offers to the loyal followers so that they can feel valued by the fitness club which will inevitably enhance the customer retention. Lastly, the fitness club needs resources utilized for a separate social media marketing team to maintain an up to date and proactive presence in the social media, utilizing all the different tools for online media marketing (Kim & Ko, 2012). 
Reference: 
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education. Retrieved from https://hdl.handle.net/2299/16526
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. DOI: 10.1002/mar.20761
Blog – ifeelgood. (2017). ifeelgood. Retrieved 8 December 2017, from https://ifeelgood247.com.au/blog
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. Pearson. Retrieved from https://ktvmrqnad.updog.co/a3R2bXJxbmFkMTI5MjA3NzYxMQ.pd
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business horizons, 54(3), 265-273. Doi 10.1016/j.bushor.2011.01.007
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2), 156-160. Doi 10.1080/10548408.2013.751276
ifeelgood 24/7 Gyms @ Brisbane (@ifeelgood247) • Instagram photos and videos. (2017). Instagram.com. Retrieved 8 December 2017, from https://www.instagram.com/ifeelgood247
ifeelgood247 (@ifeelgood247) on Twitter. (2017). Twitter.com. Retrieved 8 December 2017, from https://twitter.com/ifeelgood247
Ifeelgood247. (2017). Facebook.com. Retrieved 8 December 2017, from https://www.facebook.com/ifeelgood247/
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. Doi 10.1016/j.jbusres.2011.10.014
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708. Doi 10.1016/j.bushor.2014.07.002
Truong, Y., McColl, R., & Kitchen, P. (2010). Practitioners’ perceptions of advertising strategies for digital media. International Journal of Advertising, 29(5), 709-725. Doi 10.2501/S0265048710201439
Wertime, K., & Fenwick, I. (2011). DigiMarketing: The essential guide to new media and digital marketing. John Wiley & Sons. Retrieved from https://books.google.co.in/books?hl=en&lr=&id=ka6Byqp4iEUC&oi=fnd&pg=PT8&dq=Wertime,+K.,+%26+Fenwick,+I.+(2011).+DigiMarketing:+The+essential+guide+to+new+media+and+digital+marketing.+John+Wiley+%26+Sons.&ots=-bgIFRfoVz&sig=8kTRjClezcIcUjsPXwHWPaTODYc#v=onepage&q=Wertime%2C%20K.%2C%20%26%20Fenwick%2C%20I.%20(2011).%20DigiMarketing%3A%20The%20essential%20guide%20to%20new%20media%20and%20digital%20marketing.%20John%20Wiley%20%26%20Sons.&f=false

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