BM1112 Digital
Marketing Report
The National Aquarium of New
Zealand
AS1: 17 t h December
0
,TABLE OF CONTENTS
Introduction ...................................................................................................................... 2
Part One: Digital Marketing Audit...................................................................................... 2
Instagram ................................................................................................................................... 4
Facebook .................................................................................................................................... 6
Twitter ........................................................................................................................................ 7
Viral in Media and Website/ Search Engine Marketing................................................................ 8
Part Two: Customer Profile.............................................................................................. 10
General Digital Habits of Gen X and Millennial Audiences ......................................................... 11
Social Media Habits of Millennials and Gen X Audiences ........................................................... 13
Pen Portrait: Target Consumer (Gen X - Parents) ....................................................................... 15
Part Three: Recommendations ...................................................................................... 17
Recommendation One: Engaging with Comments on Social Media ........................................... 17
Recommendation Two: Taking Advantage of IGTV/ Facebook Live ............................................ 18
Recommendation Three: Using Polls and Interactive Questions ................................................. 20
Conclusion....................................................................................................................... 22
References ...................................................................................................................... 22
1
, INTRODUCTION
The company I have chosen to create a detailed digital marketing report is the National
Aquarium of New Zealand. I will be specifying aspects within the company on how it deals
with the online habits of the target market, analysis of the digital marketing portfolio, and
finally creating some recommendations on how it will improve its digital marketing
approaches.
The report will consist of a three-part portfolio that focuses on evaluating the company's
digital strategy, analysis of the company's target audience by using segmentation theory,
and recommendations on other digital marketing approaches that can help meet the needs
of the targeted audience better.
When usually looking into the brand's entire website and social presence, Chaffey discusses
six central elements that help build this: SEM, Online Partnerships, Online PR, Opt-in email,
Display Advertising, and finally, Social Media Marketing. However, for this report, the main
elements focused on are Social Media Marketing and SEM.
PART ONE: DIGITAL MARKETING AUDIT
As (Kumar 2021) suggests, social media has evolved into a fundamental mode of
communication for today's audiences as nowadays the consumers would preferably
communicate online rather than face to face. This means that brands must keep an
influential presence online within these various networks to develop strong trust and loyalty
among the customer and help build healthy relationships (Hackley and Hackley, 2021).
Social Media is something that The National Aquarium of New Zealand has focussed upon as
they love to entertain their audiences as part of their marketing strategy using their
Penguins and other animals (Langdon, 2018). The company loves to share their content and
likes hearing what the audiences say about them, which suits (Meerman-Scott's, 2019) rule
of the "
2
, , sell second" strategy rather than continually promoting its services.
Before discussing social media, here is the definition of social media: "Social media provides
the way people share ideas, content, thoughts, and relationships online. Social media differs
from so-called mainstream media in that anyone can create, comment on, and add to social
media content. Social media can take the form of text, audio, video, images, and
communities" (Meerman. 2017:62).
A brand's online presence is hugely derived from online and offline communications (Chaffey
and Ellis Chadwick, p28). These different elements within the chart from Chaffey and Ellis
Chadwick make up the brand's online presence. It is essential to utilise these elements to
make up a strong marketing campaign. The National Aquarium of New Zealand is
substantial within its social media marketing, SEM, Online PR but lacks other elements.
Wherever possible, brands should be using Moments of Truth (Lipsman et al., 2021) to be
influencing a customer's purchase decision which can also be known as touchpoints. To do
this, a brand should use all the elements within the brand's online presence chart above to
influence all the truth stages.
3
Marketing Report
The National Aquarium of New
Zealand
AS1: 17 t h December
0
,TABLE OF CONTENTS
Introduction ...................................................................................................................... 2
Part One: Digital Marketing Audit...................................................................................... 2
Instagram ................................................................................................................................... 4
Facebook .................................................................................................................................... 6
Twitter ........................................................................................................................................ 7
Viral in Media and Website/ Search Engine Marketing................................................................ 8
Part Two: Customer Profile.............................................................................................. 10
General Digital Habits of Gen X and Millennial Audiences ......................................................... 11
Social Media Habits of Millennials and Gen X Audiences ........................................................... 13
Pen Portrait: Target Consumer (Gen X - Parents) ....................................................................... 15
Part Three: Recommendations ...................................................................................... 17
Recommendation One: Engaging with Comments on Social Media ........................................... 17
Recommendation Two: Taking Advantage of IGTV/ Facebook Live ............................................ 18
Recommendation Three: Using Polls and Interactive Questions ................................................. 20
Conclusion....................................................................................................................... 22
References ...................................................................................................................... 22
1
, INTRODUCTION
The company I have chosen to create a detailed digital marketing report is the National
Aquarium of New Zealand. I will be specifying aspects within the company on how it deals
with the online habits of the target market, analysis of the digital marketing portfolio, and
finally creating some recommendations on how it will improve its digital marketing
approaches.
The report will consist of a three-part portfolio that focuses on evaluating the company's
digital strategy, analysis of the company's target audience by using segmentation theory,
and recommendations on other digital marketing approaches that can help meet the needs
of the targeted audience better.
When usually looking into the brand's entire website and social presence, Chaffey discusses
six central elements that help build this: SEM, Online Partnerships, Online PR, Opt-in email,
Display Advertising, and finally, Social Media Marketing. However, for this report, the main
elements focused on are Social Media Marketing and SEM.
PART ONE: DIGITAL MARKETING AUDIT
As (Kumar 2021) suggests, social media has evolved into a fundamental mode of
communication for today's audiences as nowadays the consumers would preferably
communicate online rather than face to face. This means that brands must keep an
influential presence online within these various networks to develop strong trust and loyalty
among the customer and help build healthy relationships (Hackley and Hackley, 2021).
Social Media is something that The National Aquarium of New Zealand has focussed upon as
they love to entertain their audiences as part of their marketing strategy using their
Penguins and other animals (Langdon, 2018). The company loves to share their content and
likes hearing what the audiences say about them, which suits (Meerman-Scott's, 2019) rule
of the "
2
, , sell second" strategy rather than continually promoting its services.
Before discussing social media, here is the definition of social media: "Social media provides
the way people share ideas, content, thoughts, and relationships online. Social media differs
from so-called mainstream media in that anyone can create, comment on, and add to social
media content. Social media can take the form of text, audio, video, images, and
communities" (Meerman. 2017:62).
A brand's online presence is hugely derived from online and offline communications (Chaffey
and Ellis Chadwick, p28). These different elements within the chart from Chaffey and Ellis
Chadwick make up the brand's online presence. It is essential to utilise these elements to
make up a strong marketing campaign. The National Aquarium of New Zealand is
substantial within its social media marketing, SEM, Online PR but lacks other elements.
Wherever possible, brands should be using Moments of Truth (Lipsman et al., 2021) to be
influencing a customer's purchase decision which can also be known as touchpoints. To do
this, a brand should use all the elements within the brand's online presence chart above to
influence all the truth stages.
3
