Digital marketing strategy

Business technologies give a huge advantage to the companies, providing them more visibility, popularity, and option to deliver their product and services to a huge number of people. Internet is a powerful technology tool and many businesses who realise it, starts to use it broadly.

Caffey (2019) defines digital marketing strategy as planned activities are taken from an organisation for increasing its growth through focusing on multichannel engagement with their audience using digital technology.

SOSTAC is a framework developed by Paul Smith (1999) summarizing all stages involved in marketing strategy. Starting from the current position of the company, following the goals and mission, strategies and tactics to achieve them, taking the action, and controlling the results.

Hello Fresh mission is to build a well-known brand, allowing customers to eat better, cheaper with delicious homemade dinners by providing everything to be cooked at home. Their vision is to become the world’s leading food solution group.

To attract their customers by using Google searching tools, social media platforms as Twitter, Facebook, and Instagram provide high-quality content, blog posts, YouTube Ads, and email subscriptions and attend big market events like London Coffee Festival to promote their service. The company has App in Google Play and the App Store, making it available for two main software. Only with one click, people can choose from a wide variety of recipes, several meals and cancel any time without a fee.

Charlesworth (2018) calls searching engines a front door to the internet. Realizing the importance of constant appearance Hello Fresh uses inbound marketing actively and often pop-ups on main channels using searching engine optimisation and attracting customers by offering a solution for easy homemade meals. The brand intensively uses Inbound marketing to attract users with YouTube advertising and blog posts. For internationally operating companies like Hello Fresh online appearance plays a huge role in their marketing strategy to be recognised by potential customers worldwide.

The company uses content marketing to promote its service and to reach new customers. The main content of Hello Fresh is promoting easy service for healthy dinner, by attracting customers with delicious and easy recipes, visitors become a lead after deciding to sign up and use the service. Turning people into loyal customers is important and the company encourages people to continue subscription by sending discount offers and expanding their products, giving a variety of options for adding sides, breakfast, or desserts.

Chaffey (2019) suggests when we build a marketing plan, to make revisions over time: customers, marketplace analysis, competitors, macro-environment, and internal review.

Recommendation:

Engaging with customers on social media will make the company more trustworthy and customers will feel their opinion is valued. According to (similarweb.com) company, an email campaign is weak and needs to be developed with call to action or tosegment the subscribers.

Creating explainer videos on how meals kits will benefit people or make them save money on a monthly budget will create a feeling on buyers for a good deal.

Different countries have different food cultures and individual approaches will be a good point.