Principles of Marketing

Principles of Marketing Introduction In the modern digital era, the internet is one of the most impactful marketing tools for businesses. Companies must have a strong online presence to increase their sales and revenues, as well as their market share. A majority of firms market their products digitally through their website and social media platforms. Twynn’s Delight is an all-natural pet food company whose goal is to increase its competitiveness and grow its market share through boosting its online presence.

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PRINCIPLES OF MARKETING MODULE 3 SLP Online Competition Just Food for Dogs is one of Twynn’s Delight main competitors. It has a simple, aesthetically pleasing and well-structured website on which it lists all its slogan, products, the ingredients of each of its products, special offers, and customer reviews. The website also contains a feeding calculator and a shopping cart, to enable users to calculate how much food they need and then pay for it. One of the website’s best features is its step-bystep description of the process of selecting and ordering dog food.

In addition to the website, Just Food for Dogs has a vibrant community of followers on Instagram, Twitter and Facebook. It has built a strong social media presence through updating their social media pages almost daily consistently and interacting with its followers. It uses pictures that are interesting and appealing to pet lovers, as well as hashtags that make it easy for people who are interested in the topic to locate the page (Meyerson, 2015). Some of these hashtags include; #dogs #cats #petsofinstagram #petlovers. Just Food for Dogs also generates interest online and increases traffic to its social media pages by running giveaways and also posting its followers’ pets on the social media pages.

Strategies for Building Twynn’s Delights Online Presence A majority of Twynn’s Delights are millennials; a target market that is tech-savvy and often uses the internet to search for information and products, and also to shop. Since its customers are online, Twynn’s Delights should develop online marketing strategies that will enable it to reinforce its brand, attract new customers and reach its existing customers effectively. There are three main ways through which the company can communicate with its audience online. These are; Developing a Website

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PRINCIPLES OF MARKETING MODULE 3 SLP Having a website is a necessity for all businesses in today’s business environment.

The website should have a user-friendly interface to make it easy to use for potential and existing customers (Ryan, 2016). The website should contain all the important information that the customers need to know; such as, the dog-food ingredients, dog-food options, prices and how to place an order. It is also essential to clearly display contact information to enable customers to email or call with their orders or questions. To increase traffic to the company’s social media pages, the company should have links that open to its social media pages. The website should also contain a blog page where pet lovers will read about pets and pet food, and even share stories and information on the same. The site should always offer fresh and up-to-date content, to ensure that customers have a clear picture of what is available, its ingredients and the prices. For instance, if the prices of pet food are changed, this should be effected on the website immediately. It is also essential to make the checkout process easy by providing a wide variety of payment options and not requesting for too much personal information so that customers do not abandon their shopping at checkout.

Search Engine Optimization (SEO) While it is essential to create a website for the business, it is also necessary to drive traffic to the website through search engines. A large percentage of people look for information and products through search engines such as Google and Yahoo. For instance, in this case, when a pet owner types, “Organic Pet Food in the United States” Twynn’s Delight should be one of the pages that appears high in the results. Search engine optimization is a digital marketing tool that makes the company website and social media pages more visible and easier to find (Watrobski, Jankowski, & Ziemba, 2016). Increasing website traffic through SEO involves determining who the key audience of the product is,

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PRINCIPLES OF MARKETING MODULE 3 SLP and the keywords and images they search. This information enables the company to develop content that is relevant to the needs and interests of the customers, and, as a result, create a stronger online presence.

Social Media Social media is one of the most vital tools in marketing communication in today's competitive and digitally-connected business environment. Social media generates market interest and creates brand loyalty by providing an opportunity to connect and interact personally with a brand on a social media channel of their choice (Tiago, & Veríssimo, 2014). Social media also creates a platform where the business can post tips, photos, news, and sales promotions such as giveaways. For a pet food company such as Twynn’s Delight, Instagram, Facebook, Twitter and YouTube are the ideal social media channels to use since they have the most users, and facilitate the easy sharing of photos, videos and information. These platforms also allow the company to interact with the market at a closer level. To gain social media popularity, the brand should ensure that it creates content that is relevant to the market’s needs and interests, and also to be consistent in posting content and interacting with customers. This helps to build a relationship between the brand and its customers.

Conclusion Online marketing is crucial because it has a significant impact on how the market perceives a brand and also influences their decisions to purchase a product. Creating a strong online presence will benefit Twynn’s Delight business since its target market is millennials, who spend a lot of their time online regularly. It is therefore imperative that the brand invests its time and effort in creating a robust digital presence.

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PRINCIPLES OF MARKETING MODULE 3 SLP References Meyerson, M. (2015). Success Secrets of the Online Marketing Superstars. Entrepreneur Press Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Tiago, M. & Veríssimo, J. (2014). Digital marketing and social media: Why bother.

Business Horizons, 57(6), 703-708.

Watrobski, J., Jankowski, J., & Ziemba, P. (2016). Multistage performance modelling in digital marketing management. Economics & Sociology, 9(2), 101.

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