You are to use digital platforms in order to marketize a new pizza restaurant in
Dhaka. Recommend how this can be done successfully addressing all the possible
drawbacks and comment whether there are any other alternatives to be used or not.
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Digital advertising refers to marketing through online channels, such as websites, streaming
contents and more. Through which advertisers can marketize visitor traffic through the products
or services they offer. There are many digital ad platforms that can be chosen from, and each
offers its own unique features to help target the advertiser’s ideal customer market through
data-driven ad customization.
Digital advertising provides many advantages. One of which is reaching a large audience of a
specific category to be efficient and successful. But it also has its own limitations and
drawbacks. As digital advertising is not easy and not for everyone. It must be dealt with in a
certain manner for it to work.
If we were to use digital platforms to marketize a new pizza restaurant in Dhaka, it would be
tricky as there are already many franchises of well-known pizza shops and a huge number of
competition but with the right resources and allocation it is possible.
Using a digital platform for a new pizza restaurant would be a good decision as there is a wide
range of platforms that can be used such as Instagram, Facebook, snapchat, TikTok, twitter,
YouTube. By using digital advertising, we can engage with our customers at an early start and
start gaining loyalty. They would be interested in trying out our business if the marketing is
successful.
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We can target the right audience easily: with the help of hashtags which is available in
several platforms, joining into multiple food reels as people like to watch food reels as it
tends to calm their nerves down and this is also known ASMR.
By using ASMR we can also give a tour of the restaurant which would show people the
inner look of the restaurant while giving them to hear something that spikes their
interest.
A pizza restaurant can also make the process of its pizza making into a reel or a TikTok as
these forms of video making are now known to be the fastest and efficient for
promoting as it can easily reach many the people to are interested in this category.
Workers of that pizza restaurant can make fun and interactive reels and stories with the
use of social media to keep their customers engaged with them.
By using digital platforms for advertising, we are also able to keep up with the latest data and
trends and it is easy to promote our business online rather than in person as the cost online is
comparatively much lower. We can advertise online that we have a food fest, a sale, or a happy
hour at the restaurant at a certain time of the week. This would make people want to come and
try out the food because who does not like a cut in the price of foods? Everyone does, and if we
were to promote this online it can be easily accessible as people can go to that social media
account of the pizza restaurant and see what they have to offer. It is also known that restaurants
who use social media efficiently have a noticeable effect in their brand recognition and sales. By
using digital advertising, we can marketize our business successfully while being able to
communicate with our customers directly. They can share their feedback which helps the
business grow more.
Furthermore, it is known that a whopping 93% of marketers worldwide are using social media
for their business. This clearly shows the impact and importance of social media in the world of
businesses. Moreover, for a food restaurant a social media platform is its best friend as people
every now and then look for new restaurants to try out and without the help of social media
advertising it would be very difficult for a business to promote itself.
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A business can also hold Q/A sessions online on Instagram, Facebook or twitter to know
the preferences of the customers and how they can improve more to satisfy the needs
of their target audience. We can also use analytics provided by many digital platforms to
see how our business is growing and in which ways we can use the platform more
effectively.
We can also join with other pizza restaurants and promote our business alongside with
theirs by making TikTok’s together or having funny interactions with each other as that
business is already well known and established if we were to advertise with them it
could benefit our new pizza restaurant greatly.
However, there are a few drawbacks and limitations to the use of digital advertising. It’s not that
using digital advertising is advantageous, it is known that every good thing will always have a
bad side to it as way. Such as, as it was mentioned at the beginning digital advertising is not
easy and not for everyone and that it must be dealt with in a certain manner for it to work is
because once we start using social media platforms, we don’t become successful overnight. It
takes patience, consistency, and planning because if it is dealt with carelessly it will backfire
for the business. Yes, we can promote our business in various methods, but we also must
overcome the algorithm that these platforms have as sometimes due to algorithm changes, we
may become shadow banned. Shadow banning refers to the act of hiding or restricting a user’s
content without informing the user that it is happening, so usually when this is happening and
we don’t realize it, then it will become harmful as our posts and feed will not be shown to the
right people and overcoming shadow banning is extremely difficult but falling victim to it is
extremely easy.
Another limitation of digital advertising is that even though people say that its less costly and
efficient it tends to take up a huge portion of our time and effort we put into it and sometimes
our effort may not be up to the mark, and it would all go to waste. A major risk factor of digital
advertising is about the cyber security and privacy issues, accessibility challenge, confronting
negative feedback, anti-brand activities, likelihood of strategies theft and accusation of
copying another brand which may leave a false impression of the company and the false
claims it may face from other people and the cost of advertising the entire process.
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Cyber security and privacy issues- usually when using social media many people tend to
lose their account to hackers and their privacy and cyber security is breached. Hence,
when this happens with a business it is harmful for them because then all their effort
and privacy because then they will most likely have lost the account, their effort and will
be left vulnerable in that medium.
Accessibility challenges- being able to access social media may not be easy for
everyone because they may not be in the proper situation to use it or may have
difficulty using it due to perhaps network issue, device problems, the app crashing, etc.
Confronting negative feedback- being able to cope with and take in the negative
feedback left from the customers is not an easy task as it requires the user to be diligent,
not easy brought down but that is not possible for everyone because some people fall
victim to this and become unable to improve their mistakes as they feel like a failure.
Accusation of copying another brand- if a new business is blamed that they are copying
another brand which is already well known it is obvious that it will not leave a good
impression of their business for others. This leads to them receiving false backlash due
to misunderstandings caused by the public. Even though perhaps their advertising
methods were similar it isn’t the same as copying another brand completely but as they
are against a much bigger company, they stand little to no chance against them.
Thus, it can be concluded by saying that even though digital advertising has many drawbacks to
it, it is still suggested to use digital advertising for a new business as it is the most efficient
method of advertising as the limitations can be overcome. So, no other advertising methods can
come as near as efficient and effective that a digital platform advertising offers.