customers conveniently and efficiently obtain information about the products and services
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
- THINK (CONSIDER) PHASE
Key message: “ALDI offers not only super savers.“
During the Think phase, the customer is now proactive, searching and collecting information rather than just receiving it. Therefore, it is essential to provide tangible emotional and technical benefits that can let customers conveniently and efficiently obtain information about the products and services of ALDI. In addition, keep ALDI in their consideration pool.
According to the search, ALDI has been rated best in 2020 supermarket ratings, and it was the seventh win in nine years. It breaks the Coles/Woolworths duopoly that has defined the Australian supermarket industry for decades. Besides, ALDI won first place in terms of value for money and its freshness, the quality of products, store layout, available deals and special offers, and overall satisfaction. (Tahnee-Jae Lopez-Vito 2021). As a result, the customer Insights could increase focus on value and the overall customer experience rather than simply the lowest prices. Therefore, after gaining an advantage in product price quality and public recognition, it is essential to improve marketing loopholes further to meet recent consumer habits, especially customer groups like Hunter Mills. To ensure that ALDI permanently offers high-quality and low-cost products, leveraging the advantages of digital marketing instead of establishing online offering and delivery services will keep the original intention of ALDI and control costs effectively.
ALDI runs almost all online platforms to provide consumers with more information about ALDI products and services. However, the digital strategy completely lost the ability and efficiency of all the definitions Aldi did in its stores. There is still much room for improvement. Therefore, in the thinking phase, focusing on and optimizing current online channels is the priority objective.
Media selection
There are three types of media to offer customers more information on ALDI products and brand, including owned media, paid media and earned media.
For owned media, the core of it for ALDI is email. It is the channel where ALDI is currently doing the best work and has the most potential to drive sales directly. For example, anyone on Aldi’s (certainly massive) email list will receive upwards of 96 emails a year, each with at least 40 new products. Those products will be in Aldi’s stores within a week of arriving in their inbox and available only for a few days. The second significant owned media channel is the website. In order to meet the contemporary trend of online shopping, even if ALDI doesn’t intend to provide online orders and home delivery services, the website should be as inclusive as possible of all product information. Firstly, real-time price changes on the website are timelier than handbooks which ALDI offers in stores. Secondly, when customers like Hunter Mills have never been to ALDI, but in the think phases, a professional website in details is more valuable than a handbook in terms of persuading and encouraging them to shop in stores. The third owned media is brand App, which provides the same function as the website. It can offer customers information about the product and brand marketing activities in details. Whether new or regular customers, app and website are vital promotional channels.
In terms of paid media, Aldi is running various social media platforms, such as Facebook, Instagram and YouTube. Each post on them with a link can lead to the brand website or the rest official accounts.
MEDIA TYPE CHANNEL ROLE & BENEFITS PLATFORM Paid Media Sponsored social media posts l Spread information on social media l Reach a large number of potential customers
l Customize the targe using the personal information they share on social media
l YouTube l Facebook
l Instagram
Earned Media Buzz, viral content l Creating a big social media impression to encourage discussions about the brand l Capture consumers’ attention
Any social media platform, blog and website. Partially controlled by the brand Owned Media Every brand- owned channel l Give official, detailed information about the product and brand promise l Email l APP
l Official website
l Facebook page
l Instagram account
Content creation
Content to inspire
Because ALDI special buys only available for a few days. There are bound to be many consumers who miss the promotion and regret it. Therefore, launching a ‘Special buys now are up to you’ campaign will mobilize their participation and realize their wish list. It could be launched on Facebook that allowing customers to pick out one or three things they most want to buy but missed. Then ALDI selects three of its most popular products and makes them available for sale in the next quarter. Because the whole campaign takes time, customers have to keep an eye on ALDI and subscribe to the newsletter to avoid missing again. This campaign, on the one hand, will increase customer engagement. On the other hand, mass forwarding and sharing in order to improve a specific product is also the best kind of free advertising. Most importantly, those regular clients who share this campaign on personal social media can directly show their recognition of ALDI’s brand and products, thereby driving more potential consumers to shop at ALDI.
Content to educate
In recent years, the core marketing strategy of ALDI is email marketing. There should be an engaging email template that can fit every product when customers share the product from the ALDI website with others. More fundamentally, this is a huge opportunity to persuade someone who potentially has never been to Aldi. However, the recipient email did little to encourage a high open-rate. Because the email subject “I recommend” tells people almost nothing about what’s inside the email. Obviously, ALDI should take this opportunity to get people to opt-in to their newsletter. In this way, the subject should be changed to “You’ll love this product at ALDI” or “Seeing this product, I know you don’t want miss it” will be more appealing and is helpful to the opening rate. Moreover, offer as much as possible attracted information should also be considered by email marketing. For example, include an image, price, and link, which will directly drive the website in an email.
Amplification
Improvement for website homepage
As the main way the Special Buys are marketed is through email marketing, there’s no question that Aldi’s conversion goal should be to capture as many emails as possible. To further this goal, a straightforward update Aldi could make the sign-up button more conspicuous, which could give people more opportunities to convert right on the homepage. However, there’s no call to action anywhere above the fold of the page.As a result, there should be a way to sign up on this page – something like “Don’t miss any of Aldi’s incredible Special Buys – Get deals sent straight to your inbox” [Sign up now].
Opportunities for email marketing
When customers sign up, there needs to confirm their registration to the newsletter, which means people always have the opportunity to unsubscribe. Hence, confirmation only serves to decrease the size of the email list because some people will not confirm their registration, so that this step should be avoided. Beyond this, this is the first email consumers receive from Aldi, so it needs to show the value of signing up for the newsletter. It’s a serious oversight that the first email is the least engaging one Aldi sends to its customers. The sooner Aldi starts delivering on the value proposition associated with the newsletter. The more likely people are to engage with it and stay engaged.
Reference:
Tahnee-Jae Lopez-Vito 2021, Canstar Blue, accessed 27 March 2021, <https://www.canstarblue.com.au/stores-services/supermarkets/>
Conclusion
They can turn their strategy around by:
Building a new website worthy of their brand with the pages and functionality that live up to their market-leading status.
Investing fully in their email marketing campaign and making email capture their primary online marketing goal.
Leveraging their loyal following to engage with and promote Aldi across social media.
All of the strategies discussed in this presentation are likely to be successful for one reason: customers are consistently happy with their experience with Aldi and its products. This is fundamental to success in all marketing – that’s why I think the shortcomings in their digital marketing strategy represent such a significant opportunity.
Second, from my own experiences and my friends who are regular clients of ALDI. The problem we often encounter is that every time we go to buy something, we take away a handbook. But usually, we check books before our next purchase, and it’s likely that we’ve missed the discount periods for what we want to buy. Therefore, the handbook did not only play a role in guiding shopping but also wasted printing costs. In response, ALDI may be more effective in attracting customers who need to buy if it allows store staff to mark specific discount periods next to product price tags. The countdown to the discount date can be maintained for a week or more, as far as possible, to avoid customers waiting for the discount period and give up the original purchase idea.
According to Thomas Hinton (2021), it is clear that Facebook is the most used social media platform in Australia. The number of Facebook users in Australia has been increasing steadily throughout the years, with a forecast of approximately 11.5 million Australians having an account on the social media platform by 2022.
Thomas Hinton 2021, statista, accessed 27 March 2021, < https://www.statista.com/statistics/304862/number-of-facebook-users-in-australia/ >
KPIs:
-% of Brand searches
-% of new subscribers of the newsletter
-% of First visits
-CTR clicks through-rate
-Traffic/sessions on the website
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
CLICK ON THE LINK HERE: https://www.perfectacademic.com/orders/ordernow
Also, you can place the order at www.collegepaper.us/orders/ordernow / www.phdwriters.com/orders/ordernow
Do You Have Any Other Essay/Assignment/Class Project/Homework Related to this? Click Here Now [CLICK ME] and Have It Done by Our PhD Qualified Writers!!