Kindly receive my paper that is based on digital marketing. The paper focused on how pizza Hut and Domino’s pizza have adopted digital marketing through their websites. The analysis has been carried out under the context of relationship marketing.
In the paper, I established that, the two pizza players have considerably utilized their websites not only as a marketing tool to attract customers but also as a platform for online orders. An analysis of the websites of the two strong competitors in the pizza industry gives an insight on how companies can effectively apply the relevant digital marketing theories to gain a competitive edge.
Pizza Hut and Domino’s Pizza have aggressive digital marketing strategies that are focused on the needs of their customers and enhancement of their corporate value. The purpose of this paper is to analyze the websites of Domino’s Pizza and Pizza Hut using a Relationship Marketing as a digital marketing theory and to describe the considerations and implications for developing a digital marketing plan. The pizza industry is characterized by maturity and intense competition among the existing players. There are a large number of players in the pizza industry, which range from local to international pizza franchises. Pizza Hut and Domino’s Pizza are among the players with international franchises. With the current economic downturns and the growing trend of healthy lifestyle, many pizza makers have been forced to change their marketing strategies and menu offering towards cheaper, health-friendly products like vegetable salads. The popularity of e-commerce and mobile commerce as well as the internet has prompted a shift from the traditional methods of ordering pizza towards online ordering.
Domino’s Pizza is an American company that was founded in 1960, and rated as one of the world’s largest pizza chain. The company has focused on franchising and partnerships as the internationalization strategy. The company was listed in the NYSE in 2004. Its main menus are mainly of American and Italian origin.
Pizza Hut is American domiciled company that does restaurant business. It is the largest pizza restaurant chain in America. The company was founded in 1958 in Kansas. The company uses franchising a lot to reach its international market.
Overview of Domino’s Pizza website
The Domino’s website http://www.dominos.com/ is very customer-centered. At the top right hand corner of the site, the words “Hello Pizza Lover” suggest that the website is aimed at attracting customers towards the site. The site has a lot of graphic content and animation, which makes it attractive to potential clients. The site also contains sample pictures of pizzas, which are displayed in an attractive manner. The site also contains various advertisement posts that are aimed at promoting the company’s pizzas. For instance, the animations “Go the Whole Hog,” stuff it! Try your famous “Fresh Dough Stuffed Crusts” are displayed on of the pizza pictures. These animations are intended to show the various products on offer in a more graphical manner.
One of the main features of Domino’s website is adoption of e-commerce as a strategic corporate goal. Under Relationship marketing Theory, this is described as strategic integration where the all the corporate strategies are aligned with its goals, objectives and mission (Belch& Belch, 2009).
The website has an icon for online ordering of pizza. The client can therefore shop online, and make payments electronically before the products are delivered. From the website, it is evident that ‘any Delivery Charge is not a tip paid to your driver”. Evidently, the company charges for delivery, but offer a more personalized approach to marketing. Under digital marketing, this approach can be related to the Relationship Marketing Theory. The focus of Relationship marketing Theory is how firms can build customer loyalty. With the website that allows for personalized approach to marketing, the company has built a good rapport with the customers. This is a new digital culture. According to Kathryn and Jeff (2009), the digital culture has such features as “ubiquitous connectivity, personalization, peer to peer networking, engagement, immersion, and content creation”. The use of social media is an element of Relationship Marketing Theory (Friestad & Wright, 2005). The company has accounts in the social media. There is the @dominos on Twitter and Faces Book accounts. These features of integrated marketing have been realized by the company through digital marketing communication tools like social media (Michael & Peter, 2010). Relationship Marketing Theory is based on the premise that there is need for greater and real-time interaction with the customers (Colgate & Gabbott, 1999). With about 8.7 million Twitter followers and Facebook 8757882 likes, 25632 talking about the company and 3847 checkings as at 17th October, 2013, Domino’s pizza company clearly take relationship as well as networking marketing theories into practical use. This digital marketing strategy, allows for interactive as well personalized communication in digital marketing that in turn help Dominions in achieving its relationship marketing goals. Further, having Twitter icon on its home page makes it easier for the customers to follow its positing, offers and new products as well as get feedbacks. This helps in building customers’ database. According to Colgate and Gabbott (1999), such efforts help in digital marketing strategies, since customers database is so far one of the most valuable assets for an online company.
There is also adoption of mobile technology. The online ordering form is very simple and can be filed online using a handset. As such, mobile marketing as a form of digital marketing has been adopted. To argument its marketing efforts, the customers can share the information with other friends through the mobile device, thus promoting relationship building and website interactivity (Fono & Raynes, 2006).
Relationship marketing theory is also based on the concept of customer loyalty and rewards (Friestad & Wright, 2005). From the website, there are various pages that offer specific information. The website can be automatically translated into other languages. Further, there is an icon that outlines menu offerings, prices, coupons, locations, and trackers. These website features, coupled with its user friendliness that allow regular and recurrent communication, improves Dominos’ customers’ loyalty.
Overview of Pizza Hut website
The Pizza Hut http://www.pizzahut.com/ has a clear message; ‘make it great’. The website is thus aimed at enhancing customers’ online shopping experience, market its pizzas and improves its sales. The user of reddish color design and well-spaced layout makes it appealing and attractive to the eye (Kotler & Armstrong, 2009). From the website, the logo, company colors, theme line, make it great’ and branding outline the elements of message integration that have been used to promote both verbal and visual message consistency, public relations as well as Pizza Hut’s online brand positioning. These are tenets of Relationship marketing theory. The Pizza Hut website, http://www.pizzahut.com/ is equally interactive and deploys elements of relationship Marketing Theory. The website has basic pages such as sigh in, sign up, store locator, gift cards and contacts. The main issue with the website is that the icons are smaller in size and not so prominent. Unlike Domino, Pizza Hut has a specific mobile site that is dedicated to mobile phone users. Evidently, Pizza Hut takes into account the power of mobile phones in marketing, ordering and creating positive relationship.
Relationship marketing theory puts a lot of emphasis on building and maintaining customer’s loyalty, as a corporate strategy (Kotler & Armstrong, 2009). Pizza Hut has a gift card that is prominently placed on the home page. Through accumulated points, the customers are able to redeem their points for a pizza. The argument is that with the digital gift cards, the company is able to let customers compete for a chance to get the discounts and free pizzas. In the process, they collect data about the customers that is used in marketing planning and development of better digital marketing strategies.
http://www.pizzahut.com/ also has a very user friendly online ordering system and delivery. Through such technology the customers can make online orders and make payments in a more convenient manner (Rayport & Jaworski, 2004). Customer convenience and flexibility in shopping is a major element of Relationship Marketing Theory. With the animated photos of the pizzas, the customers can browse the website and make their choices, without need to physically travel to the stores.
Pizza Hut’s website is also linked to the social media. The company has about 10 million Twitter followers while on Face Book, it has 10,803,982 likes and 57,656 talking about it. This shows a huge potential customer base and serous online presence. To build a better relationship with the customers and pass critical information, the company is able to use the social media platform to its advantage, more to the teenagers (Kathryn & Jeff, 2009).
The ‘deals’ icon makes Pizza Hut website sticky and unique. Through this page, the company makes announcements about existing deals and offers. While this may be used to reward customers, under Relationship Marketing Theory, the deals are used to encourage more visits to the website. In the process a better relationship is built with the online community that may lead to an online order.
Development of a Digital Marketing Plan
The growth and popularity of digital marketing cannot be wished away by any business today. To be able to meet the marketing objectives, businesses need to have a strategy on how to design and develop the digital marketing plans (Belch& Belch, 2009). This requires creation of specific strategies that would help achieve the goals.
In summary, to be able to develop an effective Digital Marketing Plan, there are certain factors to be taken into considered. These considerations are outlined in the stages below;
Stage 1: Carrying out Digital marketing review
The company needs to carry out an impartial and objective review of where it is now in terms of digital marketing. The review should address issues such as adoption of digital media and reasons for it, or why such a step has not been taken. The digital review should take into account the current consumer insights and how they may react to a new digital platform (Kotler & Armstrong, 2009). There is need to carry out an audit and assessment of the competitors in terms of how they have adopted and implemented digital marketing. ‘
The collected information and data should then be aligned the company’s’ corporate strategy, its core business and branding as well as impact on marker performance.
Stage 2: Digital Strategy
This is the vision building stage. The company needs to carry out an internal audit and design a document that explore where is wants to be once the digital marketing plan is in place. The digital strategy developed should however be linked to its mission, vision and the brand idea as well as strategic objectives (Kotler & Armstrong, 2009). In the process digital vision is developed and the strategies that would be used to achieve the digital vision clearly defined.
Stage 3: The digital marketing Plan
This stage requires the company to draw up Digital Marketing Plan. The plan should state how the company intends to achieve the digital vision (Kathryn & Jeff, 2009). The development of a Digital Marketing Plan should be based on the premise that the roadmap adopted has tactics for achieving it. The development of a Digital Marketing Plan should thus be very inclusive, consultative and collaborative. The plan should not just be based on the technical functionalities, but also its usefulness and usability. The experiences of the users and the employees should be given priority. Further, the development of a Digital Marketing Plan should take into account how to design tracker systems, and capture the customer experiences. There should be mapping of customer feedbacks and clearly defined user flows.
In developing the Digital Marketing Plan, companies also need to ensure that the system takes into account optimization of the digital assets that are currently in place. For example, creation of a new website of face book page may confuse the customers.
Clearly marked user rights, and authorization as well as a two way communication strategy should be observed.
Stage 4: Evaluation of the of a Digital Marketing Plan
Companies must have Digital Marketing Plan measurement plan. This will help in knowing whether there is positive impact that is generated from the new marketing approach (Belch& Belch, 2009). It may require development of criteria for measuring successes. A balanced scorecard maybe used in this scenario.
Implications of development of a Digital Marketing Plan
Development of a Digital Marketing Plan comes with implications. The major implication is improved online presence. This online presence exposes the business and its strategies to an online community. As such, if it is well managed, the business’s presence, influence of its brand, market perception, its virility and brand resonance may improve. However, poor management of a Digital Marketing Plan may lead to uncoordinated digital marketing that may attract negative publicity.
Development of a Digital Marketing Plan also has resource implications. Creating a secure, reliable and user friendly yet detailed and sticky website is very expensive. A lot of money will also be used in its improvement, maintenance and content upgrade as well as monitoring. Social media platforms such as Facebook and twitter require constant postings and feedbacks that will require a dedicated team of staff.
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Domino’s Pizza (2013) Domino’s Pizza . Retrieved from www.dominos.com
Fono, D. & Raynes-Goldie K. (2006) Hyperfiiends and beyond: Friendship and social norms.
Friestad M, & Wright P. (2005) The next generation: Research for twenty-ﬁrst century public
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Kathryn 0., M. & Jeff C. (2009). interactive Food and Beverage Marketing: Targeting
Adolescents the Digital Age. Journal of Adolescent Health , 45, 518—529
Kotler, P. & Armstrong, G. (2009). “Principles of Marketing”. Pearson.
Michael, L. & Peter, L. (2010). The Role of Integrated Marketing Communications in
Sustainability Marketing. ASBBS Annual Conference: Las Vegas.
Pizza Hut (2013). Pizza Hut: Making it Great. Retrieved from http://www.pizzahut.com/
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