amb330 digital audit and planning portfolio€¦ · company competitors. a number of digital...

AMB330 Digital Audit and Planning Portfolio

Client: Escape Travel

Name: Grace Manu Student Number: N9296280

Tutor: Liz Buchanan Word Count: 1633

Grace Manu Digital Portfolio AMB330

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Table of Contents 1.0 Introduction ....................................................................................................... 3 2.0 Module 1: Digital Media Audit .......................................................................... 4 3.0 Target Audience, Product and Competitor Analysis ........................................ 6 3.3 Target Audience Analysis ............................................................................................ 6 3.2 Product Analysis .......................................................................................................... 7 3.3 Competitor Overview ................................................................................................... 7 4.0 Consumer Insight ............................................................................................. 7 5.0 Recommendations ............................................................................................ 8 5.1 Frequency and Timing ................................................................................................. 8 6.0 References ....................................................................................................... 9


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1.0 Introduction

The following digital audit and planning portfolio will provide an in depth analysis and evaluation into the current digital presence of Escape Travel. A digital audit will first outline all of the company’s current online offerings and consider how these are affecting the brand using a grade scale. This will be followed by an exploration into Escape Travel’s target audience and product analysis as well as identify key company competitors. A number of digital marketing strategies will also be recommended in coherence with the relevant target audience and consumer insight, which will aid in achieving Escape Travel’s primary goal of increasing brand awareness (Escape Travel, 2017, p.7).


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2.0 Module 1: Digital Media Audit Client: Escape Travel Date:16/03/17

Criteria Examples or observations Rating 1 to 10

Broad vision of how digital media can transform the company

As Escape Travel prides itself in the benefits of great customer service and the ability to create and customise premium holidays, it is pertinent that all digital media accentuates these values and is utilised to its full advantage. In order to successfully meet the goal of increasing brand awareness, Escape travel should transform how current social platforms and digital media are being used so that the relevant target market (45 years and over) is being reached to its full extent. This can be achieved by creating more coherent digital content and styling and altering the frequency and timing of online posting to suit this demographic.

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Integration of marketing, IMC and digital strategy

The company’s online digital presence is not coherent with its traditional advertising and IMC. More traditional marketing channels including newspapers, digital and banner displays and radio segments all possess more detailed information on promotions with the underlying “tailor-made holidays” message. Digital media and online posts are currently being put on the back bench and need to be consistently and frequently used in a way that they are not merely existing because they have to but are full advertising platforms in themselves. Digital media will need to convey this “tailor-made holidays” message and promote every point of difference to competitors (24/7 customer assist, 65+ discount) as well as any sales or promotions that are taking place across all platforms.

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Digital strategy (please articulate)

The current digital strategy being used will need to be transformed. According to recent statistics gathered by the Australian Communications and Media Authority, people over 65 are indeed great users of the internet. Therefore, although their internet usage may not be as excessive as young adults and teenagers, it is still important not to disregard the influence that digital media have on this 45 and over demographic. The Escape Travel Instagram account has not posted frequent content that is consistent with other social platforms. The account is lacking in advertising for the company and should find balance between photography posts and posts that are informative of current deals and promotions. The Youtube page does not provide links to the Escape Travel website or other social platforms. Video descriptions in the drop down box are also lacking important contact information so that consumers may choose to book a holiday through this channel. If these issues are addressed, it would make for a more seamless experience in booking a vacation for the target audience.

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Strategically consistent, company-created brand messages

Escape Travel possesses a clear brand message that needs to be promoted across all of these digital platforms. The strong brand positioning of, “tailor-made holidays”, is made clear on a relatively small scale and will need to be amplified. The Facebook banner and some email banners include this message as well as the video advertisements available to view on the Youtube page. This is not consistent with the Instagram page and website, as they are absent of this message. It is important that this brand message is clearly viewable on all digital medias as this will aid in creating better brand recognition.

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Degree of company involvement in digital and social media

There is a satisfactory amount of company involvement in online media. More involvement is needed as evident from the lacking Instagram and Youtube pages and this would see a greater number of the target market reached.

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Digital tools and social

Website: http://www.escapetravel.com.au Facebook page:

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used by the company

https://www.facebook.com/EscapeTravelAU/ Instagram: https://www.instagram.com/escapetravelau/ Youtube Account: https://www.youtube.com/user/EscapeTravelAus Google plus: https://plus.google.com/u/0/+EscapeTravelAU Email subscriptions with detailed promotional content and advertising. Escape Travel are currently using many effective platforms for marketing digitally, however, these will need to be fine-tuned in order for reach of the set target audience.

Frequency of use of digital and social media tools

The company have numerous digital channels and social media tools, however, as aforementioned many of these are not being used to their full advantage. Frequency of posts on the company’s Instagram page are limited to twice a week in contrast to its competitor, Flight Centre who post daily.

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Examples of content shared

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Strategic user engagement

An analysis of likes and comments demonstrate a largely female audience on the company’s Facebook page. Facebook posts are also limited (under 3 posts per day) and need to be increased. The timing of these posts vary between 7:00am to 10:00am should also be altered to suit the target demographic.

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Measurement of digital performance

Escape Travel’s Facebook page presents a fantastic platform for measurement of the company’s digital performance. Website counts and search engine data also demonstrates a clear measurement for online performance.

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*Where 0 indicates a lack of achievement and 10 represents optimum achievement.


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3.0 Target Audience, Product and Competitor Analysis

3.3 Target Audience Analysis As there are a variety of industry sources and relevant research evidence available, additional findings will be used to build on and justify the current demographics and psychographics of the target audience as identified in the client brief. This will, in turn, offer further insight into the ‘ideal’ Escape Travel consumer. Consumer insight is a vital step in the development of future digital marketing strategies as it will generate a criterion for content creation, styling and frequency based heavily on these demographics and psychographics (Stone, 2004). Thus, the most suitable and appealing digital channels ensure the best possible market reach and strengthens prospects of achieving the overall goal to increase Escape Travel’s brand recognition. Because the company offers a more premium experience in all aspects of booking and planning a holiday including its 24/7 customer assist network, the 45 years and over market has been identified as the most appropriate target audience. This demographic are generally retired and thus have ample time to travel, have no mortgage and no longer have children living at home and therefore have money to spend on themselves (Escape Travel, 2017, p.5). Geographically, Escape Travel have over 165 storefronts Australia-wide, meaning this market can also be targeted on a local, and more intimate face-to-face level. Further research also suggests that because this 45 year and over target audience are more likely to be retired, many access digital media and social platforms between 9:00am and 4:00pm (Zikuhr, 2012). Statistics gathered by Australian Communications and Media Authority (2016) and Australian Bureau of Statistics (2013) also show that this age range are in excessive use of emails and prefer devices such as desktop computers, laptops and tablets over smartphones. In alignment with the brief, the target consumer also values and possess the following psychographic traits:

• Trusts well known and local brands • Risk adverse and practical • Values personalized interactions and high quality customer service

According to the Australian Institute of Health and Welfare (2007, p. 35), mature Australians value advice and help from others. As the company’s brand positioning emphasizes the importance of “tailor-made holidays” and face-to- face customer service, this makes this demographic a suitable target market.


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3.2 Product Analysis Escape Travel offer goods and services that are suitable to the cited target audience. The company specializes in tailor-made holiday collections, exclusive airfares and elite travel add-ons. Cruises and guided tours are especially popular within this demographic and are also offered by Escape Travel. Discounts are available to those 65 years and over and a 24/7 customer assist network is what sets the company in front of its competitors.

3.3 Competitor Overview Escape Travel do not have any direct Australian competitors that are also primarily targeting this sole demographic, however; there is much competition within the travel industry and thus the following competitors are listed:

• Flight Centre • Cruise About • Hello World • Booking.com, Expedia, Wotif • Qantas, Virgin • APT, Trafalgar

4.0 Consumer Insight The 45 years and over demographic value personalized interactions and high quality

customer service. This consumer insight was created following the psychographic analysis of this target age group. The target consumer are large email users and prefer devices such as desktop

computers, laptops and tablets over smartphones. Studies conducted by the Australian Communications and Media Authority (2016) have demonstrated that this demographic are more likely to access the internet through devices in the comfort of their home.


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5.0 Recommendations

5.1 Frequency and Timing The primary strategy for Escape Travel is an improvement in the frequency and timing of all online content to reflect the online behaviors of the target market. Studies indicate that the timing and frequency of posts can affect the efficiency of a company’s advertising reach (Patel, 2016). The current frequency of posts is limited and does not allow for repetition of the company’s message, “tailor-made holidays” or its 24/7 customer assist network. It is pertinent that Facebook and all EDM’s convey this “tailor-made holidays” message and promote every point of difference to its competitors (24/7 customer assist, 65+ discount) as well as any sales or promotions that are taking place. An increase to the content shared on Facebook to three or more posts a day would enable this message to be shared and viewed by a wider expanse of the target market. Additionally, the timing of these posts should be consistent with the 45 and over audience. As the data demonstrated, this age group are online via desktops, laptops and tablets whilst at home during the day between 9:00am and 4:00pm. To further its reach, Escape Travel should share advertising during this time frame to ensure fuller engagement.

5.2 Consistent Styling Consistency across all digital channels is an important element in creating a seamless experience for this target audience. There is currently no linkage of online sources that connect all platforms. In particularly, the company’s Youtube page should provide a clear URL link to the website, Facebook and Instagram pages. In turn, all Facebook content should be followed with these links to maximize social media influence. This will not only enhance the company’s traditional media but further lure this target audience in so that consultants are being contacted and thus the brand awareness grows.


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6.0 References Australian Bureau of Statistics. (2013). Older persons internet use. Retrieved from: http://www.abs.gov.au/ausstats/[email protected]/Lookup/B10BDF0266D26389CA257C890

00E3FD8?opendocument Australian Communications and Media Authority. (2016). Digital lives of older

Australians. Retrieved from: http://www.acma.gov.au/theACMA/engage-blogs/engage-blogs/Research-snapshots/Digital-lives-of-older-Australians

Australian Institute of Health and Welfare, Department of Health and Ageing. (2007).

Older Australia at a glance. Retrieved from: http://www.aihw.gov.au/WorkArea/DownloadAsset.aspx?id=6442454209

Escape Travel. (n.d). Retrieved March 18, 2017, from

http://www.escapetravel.com.au Escape Travel. (2017). Escape Travel Brief 2017 [Escape Travel Brief]. Retrieved

from: https://blackboard.qut.edu.au/bbcswebdav/pid-6725621-dt-content-rid-7964899_1/courses/AMB330_17se1/Escape%20Travel%20Brief.pdf

Patel, N. (2016, September 12). How Frequently You Should Post on Social Media

According to the Pros. Forbes. Retrieved from: https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/neilpatel/2016/09/12/how-frequently-you-should-post-on-social-media-according-to-the-pros/&refURL=https://www.google.com.au/&referrer=

Stone, M. (Ed.). (2004). Consumer insight: How to use data and market research to

get closer. Kogan Page Publishers. Zickuhr, K. (2012) Older adults and internet use. Retrieved from:

http://www.pewinternet.org/2012/06/06/older-adults-and-internet-use/

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