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Running head: Digital Marketing and Communication0FETTAYLEH FOODSDigital Marketing andCommunication
Digital Marketing and Communication1Introduction of the companyFettayleh Foods is a family possessed business that has been built up in 1994 and become thebiggest meat providers in Western Sydney. They distributed an extensive variety of meatproducts to a range of customers globally. It circulates premium high quality and reasonablemeat products to the Australian food production and involves two retail giants Woolworthsand Coles, eateries, and airline food providers. They opened as a retail butchery store inPunchbowl in the mid-1990s by Jamal Fettayleh and future joined by his descendant, AhmadFettayleh (Ström, Vendel and Bredican, 2014). They had worked diligently to turn thismodest business into a thriving establishment and become Australia’s most acknowledgedand certified meat supplier without the supplement that other butchers estimated. In thereport, a discussion has been made of Fettayleh Foods’ development, which is credited to thewidespread use of the digital marketing tools and their execution in the company to upgradethe business strategy (Scholz and Duffy, 2018). Mobile marketing and Social MediaMarketing are two digital marketing tools, which are applied to satisfy the company objectiveand to measure it’s success. These tools are discussed further in the report.Digital Marketing Tool 1: Mobile MarketingBackground Mobile marketing is a multi-channel, digital marketing approach intended at reaching a targetgroup on their tablets, smartphones, and other mobile devices, via social media, apps, SMS,websites, MMS, and email. In 1973, Martin Cooper has changed the world considerably.After four years later, the first mobile phone proficient of browsing the internet leads themarket. Since then, Mobile marketing has grown enormously. In 2000, the first mobile ad isunited via SMS service promotions and short codes announced for used with text messagemarketing. In 2002, SMS become an extremely unobtrusive method of advertising. In 2007,Smartphones get smarter with the release of the iPhone, which has boost mobile marketingindustry. The number of dynamic SMS users’ globally reaches 2.4 million and Quickresponse (QR) codes start being utilized in mobile marketing in 2010. Mobile marketing turnsout to be a 14-billion-dollar business in 2011 (Fritz, Sohn and Seegebarth, 2017).Positive impactsIt is also great for advertisings, delivering coupons, and other incentiveadministrations.
Digital Marketing and Communication2It is more convenient than traditional media as the platforms are flexible on a massscale.It has a prospective for brand new customers who might not have a much onlineunderstanding.