The time has come for my last post, how sad! Being the last post, I thought it would be fitting to focus on the future and what is to come for digital marketing. In terms of food of course!
A particular topic that has recently grabbed my attention was the concept of an online bakery. Its almost like buying clothing online, you browse through various product categories until you find the products that you prefer most, add them to your cart and then check out. Its hard to comprehend as we are accustomed to choosing the cake we see in the window or display and physically ordering it. But it seems more and more companies are ensuring they have an online ordering option therefore customers don’t have to do anything but click a button. With the Internet being a major source to make purchases for consumers today, this online option is an extremely clever and advantageous move. Not only are these businesses making themselves more available to consumers, but they are opening up the opportunity to create a larger target market. The Cupcake Bakery is a company that demonstrates just how this technique is being approached. As seen below, they provide a visual of their decadent cakes as well as clear and simple instructions as to how to make a purchase. Piece of cake right?!
Sweet By Nature, a company I have mentioned in a previous blog post, just commenced their online bakery as well proving the scope of their business and promoting their versatility.
This new avenue created for consumers is being talked about on blogs, forums and on social media for example, http://spicedblog.com/5-online-bakeries-we-love.html Thus, these online outlets are being publicized and as result, so too are the companies.
and let me know what you think about this idea!
If your like me you might even end up ordering something… I couldn’t resist.
Thanks for the comments throughout the semester guys! I hope I have inspired and informed you about the many ways food is marketed digitally and apologies if I encouraged any weight gain!
No matter what, you’re never too old to play games. Even if they are mind-numbingly stupid and the solution is blatantly obvious, it’s hard to resist playing.
A number of companies have taken advantage of this humane weakness and incorporated games into their marketing strategy. Businesses such as McDonalds and Dominos have embraced the technological resource available to them to create a straightforward yet amusing option for their consumers. But the reason behind this approach is deeper than just to entertain. Games engage the consumer and allow them to interact with a particular brand on another level than just viewing an advertisement for example. Its purpose isn’t to promote in the eyes of the consumer, but to provide them with a source of entertainment.
Instead of posting a deal, sale or advertisement through social media channels such as Facebook, posting and publicizing the brand by using a game is more intriguing and lets admit, more tempting to click on! Whilst scrolling aimlessly through my Facebook newsfeed, this is how I found out about the McCafe ‘Create your own Cappuccino Art’. As pictured above, you are given the chance to design your own personal cappuccino. As pointless as the game sounds, McDonalds is providing an alternative approach to market their products to consumers such as myself. With the presence of ads and pop-ups increasing on the social media avenues we utilize daily, we are slowly becoming numb and purposely ignorant towards them. Thus, this method has a better chance of grabbing the attention of consumers and hence why they have been adopted by a number of companies.
Dominos Pizza has also utilized this approach to market themselves but rather, as an employer, providing an interactive game on their careers page through their website as seen below. I gave the game a whirl and to be honest, I found it entertaining and simultaneously thought it was sending a decent message about the company as an employer. Thus a win-win for the consumer and the company!
Check out the game by clicking on this link: http://www.dominosjobs.com.au/Assets/staticpages/play-our-game.html?TB_iframe=true&height=480&width=690
Have you heard or played any other interactive games created by organisations? Do you think it’s advantageous for these companies?