HOTL 9120 Week 11 -Digital Marketing. Notes(1).pptx

Digital Marketing Notes
Digital marketing is the promotion of products, services, or brands using digital technologies, primarily on the internet, but also including mobile phones, display advertising, and any other digital medium. Below are key concepts, tools, and strategies associated with digital marketing.

1. What is digital marketing? Digital marketing can be described as actively promoting products and services using digital distribution channels as an alternative to the more traditional mediums such as television, print and radio How long has it been around? Why is it popular? Why is it free for users?

2. Digital Marketing Today’s consumer is more cognizant of the marketing messages all around them, leaving them more likely to tune out advertisements or other forms of marketing communication In the “golden age” of television, an ad on one of the big three networks could reach 70 percent of the viewing audience According to Seth Godin (author of Permission Marketing ) today’s consumer receives roughly one million marketing messages a year on average Humourous and short videos are often well received. Why? Brand Awareness General ads Concept Location Visuals Direct Response Goal oriented Patron involvement E.g. show a response to an advertisement and receive discount Cost for Social Media Ad 5% of revenue Pay per click or CPM (cost per mille or 1000 ads viewed) Must monitor Advertising Dashboard $$$

3. Business and marketing professionals refer to this saturation as “clutter” Advertising clutter is the excessive amount of advertising messages customers receive every day. It contributes to advertising avoidance and creates a negative predisposition towards advertising. Today’s consumer has a broken trust with traditional marketing means ( broadcast media, print media etc.)

4. How are marketers adjusting? Digital marketers turn to technology to help reach target consumers. Internet marketing – SEM/SEO Mobile marketing Social marketing Viral marketing Tik Tok Marketing Baskin Robbins

5. Viral Marketing Videos Tik Tok Marketing

6. Find an example for each Marketing tactic… Digital marketers turn to technology to help reach target consumers. Internet marketing Mobile marketing Social marketing Viral marketing What are some potential positives and negatives? Restaurant & Consumer

7. Market Assessment and Market Demand A useful strategy in Digital Marketing is Micro Targeting – narrow your audience based on the responses based on demographics.

8. The 7 “p”s of F&B The traditional 4 P’s: Product Price Promotion Place (Location) The extended marketing mix People (service) Physical environment Process (QSR vs. FSR)

9. PRODUCT Taking a broader view, the “Product” can also be viewed as the overall concept

10. Product Valet parking, table reservations , etc.

11. Introduce a new menu

12. Price

13. Price Cost-based pricing Calculates cost of ingredients Multiplies by a factor of three to obtain a food cost percentage of 33 (33%) Competitive pricing Checks competition to see what they are charging for the same item Contribution Pricing Method of computing a product’s selling price so that the price contributes to the gross income Amount of labor cost involved with the preparation and service of the menu item

14. Promotion Goals of a promotional campaign Increase consumer awareness Improve consumer perceptions Entice first-time buyers Gain higher percentage of repeat guests Create brand loyalty Increase the average check Increase sales (particular meal or time of day) Introduce new menu items

15. Types of Promotions “BOGO” Referrals Loyalty Rewards Discounts Incentives (e.g. social media) Contests

16. People Surround yourself with great people! What more else is there to say?! This is important when we think of both guests and employees! Why did McDonald’s hamburgers want to change from a drive-in to its own QSR “Speedy Service” model? Why do servers still have a great day at work (despite being ripped off when a guest doesn’t tip?)

17. Social media What are the effects of social media? How to use various platforms differently Hashtags Contests Influencers & celebrity endorsements Must be monitored in today’s restaurant business – influences potential guests with promotions & events!

18. Social Media platforms such as Instagram are simple to start and maintain but it takes time to build a following. Therefore, it must be updated and monitored regularly. Most users of Social Media appreciate the interactive, visual and instant information. Businesses appreciate the range of potential markets that can be reached.

19. CELEBRITY ENDORSEMENTS/INFLUENCING EXAMPLE: HARRY STYLES & CHEF MASSIMO BOTTURA

20. Marketing in a digital age Not only does the use of an app add to the convenience of the consumer, it also allows for instant reward programs where the customer/guest will acquire valuable points or discounts.

21. Marketing: in A post-pandemic world What has worked well for the F&B industry during the pandemic? What aspects of marketing do you think will continue? What aspects of marketing will not? How can F&B establishments use marketing to survive during a global crisis? How do restaurants maintain a connection with the market?

22. The future of food is food The mastering of global cuisine Local vs Import – what are the advantages? What if the import supply is disrupted? Why is authentic so popular?

23. Asia : Sugar cane, rice, mangoes, yams North America : Avocados, sunflower seeds, Maize (corn) Origins Of Food By Region Central America: Peppers, beans, cocoa South America : Potatoes, tomatoes, Peanuts Africa : Coffee, Radishes, Watermelon, yams Europe : Apples, green beans, carrots, wheat, beets At least 50 species of maize exist Over 30 species of sugar cane exist Yams were first cultivated in western Africa and Asia c. 8000 BCE and can grow to 2.5 meters! Cotton was found in Mexico at least 7,000 years ago Cotton has been grown in India for over 6,000 years

24. Influencing Factors What factors influence the cuisine of different cultures? Land Religion Cultures & Lifestyles Economics 25

25. ©Learning ZoneXpress The food that is available and bountiful in a particular region of the world will determine part of a person’s diet . Land

26. Cultures Countries throughout the world have a mix of ethnic groups that have influenced their cuisine. Early explorers brought their foods, traditions, and eating habits with them.

27. Lifestyles Families in these areas are traditionally close-knit. Children helping parents at home with the care of the family and providing an income is often needed. Old & new economies and technologies have influenced lifestyles. Industry, businesses and skyscrapers in contrast to rural farming. Great wealth and great poverty creates lifestyles of contrast. Take a look at the United Nations Sustainable Development Goals – 17 in all 28

28. Economics A country’s economy influences food production and availability. Family income influences what types of foods are prepared by the income available. Purchasing locally grown food is convenient and economical . 29

29. Adapting your Menu Around the Globe

30. Final Exam During Class time Laptops, Calculator needed (no phones!) Make sure laptop is fully charged! Two parts: 60 minutes to complete 50 multiple choice/true or false questions 60 minutes to complete Three work problems. Purchasing/Menu Engineering Are you ready for your Final Exam?

31. Please feel free to reach out to me at anytime with your questions. You can reach me by email at: Oavila @niagaracollege.ca