Digital Marketing plan for Restaurant 64
Tran, Nguyen (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112431452
https://urn.fi/URN:NBN:fi:amk-2023112431452
Tiivistelmä
The objective of the thesis was to outline a comprehensive digital marketing plan for Restaurant 64 with the use of social media content to meet customer expectations and improve brand awareness. A quantitative research method was used to obtain the study result.
Containing five parts, the thesis starts with an introduction to display the topic and objectives. Subsequently, the theoretical framework provides an overview of digital marketing, focusing on social media and content marketing. Following this, an evaluation of the commissioner’s current marketing phase was executed through a SWOT analysis, discovering strengths, weaknesses, opportunities, and threats that they were facing. Next, the study was continued with an empirical study discovering customer preference in restaurant marketing.
The thesis concluded with a practical marketing development plan, integrating theoretical insights with actionable strategies. The study advises Restaurant 64 and small food and beverage businesses to prioritize frequent, visually appealing updates on Facebook and Instagram, starting with image-based content and, later, exploring short-form videos. Organic content should be focused rather than paid advertising to manage costs. Customer engagement on social media is crucial for building loyalty, with suggested actions including responding to comments, featuring customer feedback, and executing interactive campaigns. Moreover, a strong online presence on the website and Google Maps is recommended for future development plans.
At the end of the study, a four-step guide for strategy implementation is introduced with the aim of facilitating the content production process at the initial stage.
Containing five parts, the thesis starts with an introduction to display the topic and objectives. Subsequently, the theoretical framework provides an overview of digital marketing, focusing on social media and content marketing. Following this, an evaluation of the commissioner’s current marketing phase was executed through a SWOT analysis, discovering strengths, weaknesses, opportunities, and threats that they were facing. Next, the study was continued with an empirical study discovering customer preference in restaurant marketing.
The thesis concluded with a practical marketing development plan, integrating theoretical insights with actionable strategies. The study advises Restaurant 64 and small food and beverage businesses to prioritize frequent, visually appealing updates on Facebook and Instagram, starting with image-based content and, later, exploring short-form videos. Organic content should be focused rather than paid advertising to manage costs. Customer engagement on social media is crucial for building loyalty, with suggested actions including responding to comments, featuring customer feedback, and executing interactive campaigns. Moreover, a strong online presence on the website and Google Maps is recommended for future development plans.
At the end of the study, a four-step guide for strategy implementation is introduced with the aim of facilitating the content production process at the initial stage.