AMB330 A1 Digital Audit PDF

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AMB 330 Digital portfolio Assessment 1 - Digital Audit Name: Si Ieng Lei Student Number: n10331158 Tutor: Joel Binfield Tutorial: Wednesday 6-8pm Word Count:1645 words

1.0 Introduction This report will be analyzed the digital strategy of Gutsii Health. Gutsii Health is an USA-based and have hold foundation in Australia and it has been assisting health lovers to maintain their wellness in their busy lifestyle for 5 years, offering convenience with functional foods for people (Gutsii Health, 2020). Gutssi Health goals bring the awareness of gut health, ethics and cleaning product and also increase the sale and online presentation. People who needs sugarless and gluten products, specially fitness, diabetics and vegans are the target market for Gutsii Health. This analysis will be include digital audit, consumer persona, product and competitor overview with 3 recommendation to the brand.

2.0 Digital Audit Criterion

Analysis

Rating (1-10)

Digital strategy

A successful company should need a integrates digital technologies and

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unique value proposition that competitor is not easily to replicate (Ross, J. W., Beath, C. M., & Sebastian, I. M., 2017, page 7). A great digital strategy can provide a direction that drive a business growth and of potential customer and sales generation. Gutsii Health utilizes the digital strategy to increase brand awareness to target their target audience via social media platforms. However, Gutsii Health lacks the basic participation to appeal to their target market. For example, Gutsii Health has not updated and posted their information in Instagram since April. In addition, Facebook is the most active media and they target to increase the awareness of gut health and brand concept, but the target market lacks engagement in their posts because their content is similar to what competitor are making and do not encourage target audience visit their website. Since Gutsii Health are only provide chocolate and shake, they are main website is simple and easily to browse information. Also, Gursii Health is constantly updates blogs about the products benefits that people can get more information when they visit the website. Overall, Gutsii Health using the digital media to provide a great platform for the people that it will contribute in part of success and reach the company goals.

Consistent brand

According to Instagram and Twitter page of Gutsii Health, it is evident that brand identity is consistent across in all platform to achieving their business

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messages

goals. The website and social media are maintaining the same brand identity which is providing a functional snack for the people and also keep consistent with their color scheme and their brand image. One important element for brand consistency is to maintain accurate brand massaging across all platforms (Broniarczyk & Alba, 1994). Their social media platforms are announcing same bios and slangs and the content posts on social media platforms.

Digital and social media tools used

Gutsii Health currently using Facebook, Instagram and twitter.

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1. Facebook page: https://www.facebook.com/pg/GutsiiHealth/posts/?

ref=page_internal 2. Instagram: https://www.instagram.com/gutsiihealth/ 3. Twitter: https://twitter.com/GutsiiHealth 4. website: https://www.gutsiihealth.com/

Obviously, Instagram is the most effective digital media for Gutsii Health used. According to their Instagram official page, they got 7558 followers, and 40 likes per post averagely. On the contrary, their focus seems to be on Facebook, because they continually posted the new informayion rather than Instagram and there were 5338 followers, and few likes in each post. The last post on Instagram and Twitter were in 16 of April 2020 that it lacks management will lead the platforms being ignored. Therefore, Instagram and Twitter require more attention of the target market and should utilize it effectively to gain the brand awareness and it is also the weakness for Gutsii Health. It is evident that Gutsii Health attach greater importance to digital marketing than traditional marketing because they are only using the digital marketing such social media platform and online news webpage to advertise their product that help to reach targeted market. Examples of content shared

Example 1:

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Target audience: people interested in gut health. Action ideal: spreading the information of gut health, how to protect our gut and remind the viewer the importance of probiotics.

Facebook post (Gutsii Health, 2020)

Example 2: Target audience: Vengan and people who want non-sugar snack Action ideal: to attract vegetarian purchase their product and create a new dessert.

Facebook post – (Gutsii Health, 2020) Example 3: Target audience: health professional and people who want sugarless foods. Action ideal: to remind people protect our gut health is the essentials things to do in our life. Also, encourage people purchase their product of Prebiotic chocolates.

Instagram post- (Gutsiihealth, 2020) Strategic user

Gutsii Health does a sufficient job for targeting health people who need gut

engagement

health interested in using social media platform to support and raise brand awareness, and it does not target a specific age group. The cues are come from all the posts on their social media website which is all about the knowledge of the gut health and the advantages of their products. Therefore,

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it is clear that Gutsii Health posts content has been developed in a way that not targets specific groups. The user feedback and engagement are low in all of the social media platforms that Twitter pages received few comments and likes, so suggest the content have to recreate more attractive post in the social media. Gutsii Health is not active in the comment of the posts, but they typically reply instantly on Facebook messages.

3.0 Customer Persona Gutsii Health is primarily targeting people who want sugar, gluten and preservative free product, and for the specific group such us fitness, diabetics and vegans. According to Australian Bureau of Statistics (2020), the average Australian consumes 62 grams of added sugar a day in 2018-19 and contributed 11.3% of of dietary energy which is beyond the recommendation of WHO 10%. In 2017-18, 1.2 million people had diabetics, more specifically diabetes more common in men than women and usually appear in age between 55 to 75 (Australian Bureau of Statistics, 2020). Therefore, it is clear that the number of Australians who suffer from diabetes due to excessive consumption of sugary food in their daily life has become the target audience of Gutsii Health. The report of Gastroenterological Society of Australia (2013) shows that they estimate suggest 12 thousand people get Inflammatory Bowel Disease. Gutsii Health can provide the non-sugar chocolate and milk shake for the people who prevent the disease caused by sugar. Low involvement products are product that consumers do not have to spending too much time before purchasing (Bhasin, 2019). Gutsii Health product belong to low involvement that consumer may not spending too much time for researching. Before purchasing Gutsii product, people have to check the Nutrition Facts and the benefits of the product. The path of making decision is consumer discovery and research the product, through the evaluation to distinguish you from competitors and purchase it. It is evident that 71% and 44% of Australia over 12 years old use Facebook and Instagram respectively (Statista, 2019). It is important that Gutsii Health can improving the online activities to the increase the brand awareness through digital marketing.

Persona’s picture

Personality

Interests



Optimistic



Workout



Brave



exercising

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Selfless



Uploading the exercise process in

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diligent

the social media to assist the fitness beginner.

Name: Tom

Goals

Gender: male



Needs

To maintain the healthy

Age: 40

lifestyle and prevent the

Job: fitness professional

Gastrointestinal disorders

Income: 30K per month

and diabetes.

Geographic info: Brisbane, Australia





Protein to increase muscle mass

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To avoid the sugary food because of exercise

Becomes an excellent fitness trainer

Communication channels

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Facebook,

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Instagram

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WhatsApp

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Prefer browsing the news in internet

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Three reasons to engage with the

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good protein shake for his workout

brand



the shake is also benefit for the gut not only offer the protein



sugarless chocolate is good for fitness people

Three reasons to not engage with

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too many options in this market

the brand

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unaware brand and product reliable

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not many selling channels



I want a nutritional snack for my health

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I want a protein shake can offer a high-quality protein



People who like or need sugarless chocolate to prevent the

Pain points

Consumer insights

diabetes. 

They are looking for a protein shake also offering pre and probiotic function to maintain the gut health.



Vegetarian want a vegan chocolate and also providing some

additional functional options. 4.0 Product and Competitor Overview The products of Gutsii Health provide a strong beneficial and functional product to the consumer for their health. Even their competitor cannot offer a healthy food product with pre and probiotic and protein in a same time. Gutsii Health is a newcomer functional foods brand which was established in 2015 (Gutsii Health, 2020). Optifast is one of the influential shakes in Australia that it is offering a low calorie shake with variable flavor for diet (Optifast, 2016). It is not only the online store but also selling in everywhere such as different online channels, supermarket and pharmacy. It is clear that Gutsii Health just only provide few flavor options and limited purchase approach for the consumer that it is undoubtedly a weakness for Gutsii Health. Compare to Optifast’s product, our brand is still having an outstanding advantage that Gutsii Health can utilize the social media platforms well to overcome these weaknesses to achieve the marketing objective. 5.0 Recommendation 5.1 Consistency posts in Instagram As a mentioned above, Instagram is one of an active social media platform for Australian that Gutsii Health should consistency update the posts in Instagram. There are 82% of Australian Instagram user indicated that thay are satisfied to discover the new product or brand on Instagram and 89% of them indicated that they will follow the brand, visiting product website when they saw the product on Instagram (SMperth, 2020). Hence, by re-manage the Instagram and continually update the product information post can attract the target audience to increase brand awareness. 5.2 Influencer marketing Influencer marketing is one of the effective forms of collaboration that the business collaborates with a social media influencer to promote the product or service. A social content with niche audience can often provide more value to brand (Newberry, 2019). By achieving the goals of sale, Gutsii Health can invite the fitfluencers who can reach the target audience, build the trust and promote the engagement with them. Also, Collaboration with fitfluencers can raise the followers count, post reach and brand awareness, thus increase sales volume. 5.3 Launch a new digital channel It highly recommends Gutsii Health launch a YouTube channel that will further help reach the target audience. According to Australia social media statistics (2020), YouTube is the most

popular video sharing website in Australia. YouTube is not only for watching or sharing video, but also can be easily share the video to other website such as Facebook and Twitter. A strong video content with quality targeting can help the brand reach the valuable target audience who is a high engagement. Creating a propaganda video in YouTube that the Subtitles can also be translated into many other languages. Therefore, it is a valuable and effective way for gain the product awareness.

Reference Australian Bureau of Statistics. (2018-19). Apparent Consumption of Selected Foodstuffs, Australia (Added sugar). https://www.abs.gov.au/AUSSTATS/[email protected]/Latestproducts/4316.0Main %20Features62018-19?opendocument&tabname=Summary&prodno=4316.0&issue=201819&num=&view= Australian Bureau of Statistics. (2017-18). National Health Survey: First Results. https://www.abs.gov.au/ausstats/[email protected]/Lookup/by%20Subject/4364.0.55.001~201718~Main%20Features~Diabetes%20mellitus~50 Bhasin, H. (2019). What is a Low involvement product or Low involvement purchase? Marketing 91. https://www.marketing91.com/low-involvement-product-low-involvementpurchase/ Broniarczyk, S. M. & Alba, A. W. (1994). The Importance of the Brand in Brand Extension. Journal of Marketing Research, 31(2), 214-228. doi: 10.2307/3152195 Civic Web Media. (2020). Australia’s most popular social media sites 2020. Civic Web Media. https://www.civicwebmedia.com.au/australias-most-popular-social-media-sites-2020/ Gutsii Health. (2020, July 31). Probiotic May Help Boost Your Immune System And Protect Against Infection. Facebook. https://www.facebook.com/GutsiiHealth/photos/a.450556465388904/995435630900982/? type=3&theater Gutsii Health. (2020, July 14). Checkout this healthy MINT SLICE raw goodie! Made with melted Gutsii Health Mint chocolate. Facebook. https://www.facebook.com/GutsiiHealth/photos/a.450556465388904/983660082078537/? type=3&theater GutsiiHealth. [@gutsiihealth]. (2020, April 15). Gut instinct - YESSSS! Feed your wellness! Let your gut health be a source of immune, emotional and nutritional power! Feed [Image attached][Instagram post]. Instagram. https://www.instagram.com/p/B--i9DNgLF1/

Gastroenterological Society of Australia (2013). Information about Inflammatory Bowel Disease: Crohn’s Disease & Ulcerative Colitis. https://www.gesa.org.au/public/13/files/Consumer%20Information/IBD%20-%20Crohns %20Colitis%203rd%20Ed.pdf Newberry, C. (2019). Influencer Marketing Guide: How to Work With Social Media Influencers. Hootshite. https://blog.hootsuite.com/influencer-marketing/ Optifast (2016). What is a VLCD (Very Low Calorie Diet)? Optifast. https://www.optifast.com.au/optifast-vlcd-program/what-is-very-low-calorie-diet Ross, J. W., Beath, C. M., & Sebastian, I. M. (2017). How to develop a great digital strategy. MIT Sloan Management Review, 58(2), 7. Staticta. (2019). Use of social networking sites in Australia as of March 2019, by brand. Staticta. https://www.statista.com/statistics/729950/australia-social-media-usage-by-brand/ SMperth. (2020). 2020 Facts & Figures // Instagram Statistics. SMperth. https://www.smperth.com/resources/instagram/2020-instagram-statistics/...