MANIPAL INSTITUTE OF MANAGEMENT

DIGITAL MARKETING ASSIGNMENT

SUBMITTED BY
NIRANJAN NAYAK
REG. NO. 211202046

SUBMITTED TO
PROF. CHETANA MADDODI

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 Table of contents

Sl. No. Contents Page No.

1 Introduction to 360-degree analysis 3

2 Components of digital marketing 4-6

3 Company profile of Domino’s 7

4 Digital marketing strategies of Domino’s 7 – 11

5 Company profile of Pizza Hut 12 - 13

6 Digital marketing strategies of Pizza Hut 13 - 17

7 Analysis using Similar Web 18 – 21

8 References 21

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360-Degree Analysis

A detailed review of every aspect of a company's digital marketing efforts is referred to as a "360-degree
analysis of digital marketing strategies." In addition to reviewing the company's website and online
presence, this entails evaluating the effectiveness of other digital marketing channels, such as social media,
search engine optimization, email marketing, content marketing, and paid advertising.

Through surveys, interviews, and data analysis tools, the process involves gathering input and data from a
variety of sources, including clients, staff members, industry experts, and rival businesses. The goal of a
360-degree review of a company's digital marketing tactics is to spot opportunities for improvement, as
well as strengths and weaknesses in the company's digital marketing initiatives.

Website traffic, conversion rates, social media engagement, responses to emails, and ROI on digital
advertising campaigns are some of the crucial indicators that may be used to assess the effectiveness of
digital marketing tactics. Companies can receive valuable insight from a 360-degree review of digital
marketing tactics that they can utilise to optimise their digital marketing efforts and boost overall business
performance. (harvard business review, n.d.)

A comprehensive assessment of a company's digital marketing activities and the identification of potential
areas for development are the two main objectives of a 360-degree study of its digital marketing tactics.
This can involve examining data on customer behaviour as well as analytics for social media engagement
and email marketing, as well as website traffic and conversion rates.

A business may combine data analysis tools with feedback techniques, such surveys, and interviews, to
perform a 360-degree study of digital marketing efforts. In this study, I compared Domino's and Pizza Hut
using similar web as an analytical tool. A business can better understand what's working and what isn't in
its digital marketing efforts by collecting input from consumers, staff, industry experts, and even
competitors. The company may utilise that data to enhance consumer engagement, boost overall business
success, and optimise its digital marketing tactics. (peoplehum, n.d.)

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Components of digital marketing

1. Search engine optimization (SEO)

The goal of SEO is to strengthen a website's position in the search engine results pages (SERPs) for
relevant keywords by improving its content, structure, and metadata. Keyword research, on-page
optimisation (improving page titles, headings, and content), off-page optimisation (creating quality
backlinks to the site), and technological optimisation are some examples of this (Ensuring the
website is mobile-friendly and has fast loading speeds). SEO has the potential to boost a website's
exposure and authority in search engine results pages while also bringing in visitors from search
engines. Over time, this may lead to an increase in website traffic, leads, and sales. (search engine
land, n.d.)

2. Pay-per-click advertising (PPC)

Pay per click (PPC) involves the display of advertisements on search engines and other platforms
in exchange for a fee for each ad click. This can be a quick and efficient approach to increase website
traffic, but if not handled properly, it can also be expensive. Targeting, ad development, and bid
management are essential components of effective PPC campaigns. PPC can be helpful in
generating visitors to a website rapidly, especially for companies in industries with intense
competition or those who need to boost their online visibility immediately. Targeting suitable
demographics and keywords, as well as adjusting ad wording and landing sites, can increase PPC's
return on investment (ROI). (wordstream, n.d.)

3. Content marketing
To attract in and keep the attention of a target audience, content marketing requires the creation and
distribution of useful and educational information. This can be done through several mediums,
including as blogs, films, infographics, e-books, white papers, and more. With content marketing,
a brand hopes to become a leading authority in its field, offer value to potential customers, and
ultimately increase conversion rates. A brand's authority and thought leadership within its field can
be established through content marketing, and it can also benefit potential customers. Businesses
can attract and interact with their target audience, develop trust and credibility, and ultimately drive
conversions by producing high-quality, useful content. (mailchimp, n.d.)

4. Social media marketing

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 Utilizing social media sites like Facebook, Instagram, Twitter, and LinkedIn to connect and engage
with a target audience is known as social media marketing. This includes creating and sharing
information, promoting it, and interacting with followers through messages and comments. A
website's traffic can be increased, brand awareness can be increased, and customers may be engaged
via social media marketing. Brand recognition can be increased, and a target audience can be
interacted with more personally through social media marketing. Businesses can gain a following,
increase website traffic, and market their goods or services to a larger audience by creating and
sharing content on social media networks. (wordstream, n.d.)

5. Email marketing
Sending emails to a target audience with the intention of advertising a good or service, increasing
brand recognition, or developing a relationship with clients is known as email marketing.
Newsletters, advertising emails, and pre-written email sequences falls under this category. Building
a focused email list, creating eye-catching email language and designs, and optimising for delivery
and open rates are all necessary for effective email marketing. Building relationships with
consumers and encouraging repeat business are both possible benefits of email marketing.
Businesses can advertise new goods or services, keep their brand top-of-mind, and ultimately
increase sales by sending users personalised relevant emails. (activecampaign, n.d.)

6. Affiliate marketing

In affiliate marketing, companies collaborate with other companies or people to advertise a good or
service in return for a percentage of the sales. To accomplish it, a corporation may collaborate with
bloggers, online influencers, or other websites to promote its website and increase sales. By forming
alliances with other companies or influential individuals, affiliate marketing can be successful in
increasing website traffic and sales. Businesses can reach new client segments and improve their
online presence by collaborating with partners who are popular and influential among a target
demographic group. (bigcommerce, n.d.)

7. Influencer marketing
Influencer marketing involves partnering with powerful figures in a particular sector or specialty to
market a good or service to their following. Working with famous individuals who have a significant
following and impact among a particular audience, such as bloggers, social media influencers, or
other public figures, may be crucial to this. Influencer marketing, especially among younger
demographics, has the potential to effectively reach a larger audience and increase brand exposure.
Businesses can market their goods or services to a wider audience and reach new client segments

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 by collaborating with influencers that have an established following and impact within a certain
niche or industry. (influencermarketinghub, n.d.)

8. Mobile marketing

Marketing and targeting the target consumers using mobile devices, such as smartphones and
tablets, is known as mobile marketing. This can apply to mobile webpages, SMS texting, and mobile
apps. As more individuals use mobile devices to browse the internet and make transactions online,
mobile marketing is becoming more and more vital. Mobile marketing can be useful for connecting
with customers when they're on the go and delivering a consistent user experience across devices.
Businesses may increase their exposure and interaction with customers who use mobile devices to
browse the internet and make purchases online by optimising their websites and marketing efforts
for mobile devices. (investopedia, n.d.)

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 Domino’s

Company profile (wikipedia, n.d.)

Domino's pizza, inc. is a global pizza restaurant chain headquartered in Ann Arbor, Michigan, United
States. It was founded in 1960 by Tom Monaghan and his brother, James Monaghan. The company operates
more than 17,000 stores in more than 90 countries worldwide. Domino's is known for its delivery and
carryout pizza options, as well as its commitment to customer convenience and technological innovation.
The company offers a wide range of pizza options, including traditional and specialty pizzas, as well as
sides such as breadsticks, chicken wings, and desserts. Dominos has also introduced innovative technology,
such as its pizza tracker, which allows customers to track their order in real-time from the store to their
doorstep.

In addition to its traditional pizza offerings, Domino's has also embraced new trends and dietary
preferences, such as offering gluten-free crusts and plant-based toppings. The company has also expanded
its menu to include other items such as sandwiches, pastas, and salads. Domino's is committed to
sustainability and social responsibility and has implemented initiatives such as reducing its environmental
impact through eco-friendly packaging and reducing food waste through its zero-waste initiative. The
company also supports charitable organizations, such as St. Jude children's research hospital and the
national fire protection association. Overall, Domino's has established itself as a leader in the pizza industry,
known for its commitment to quality, convenience, and innovation.

Digital marketing strategies of Domino’s (buildd, n.d.)

1. Mobile app
The Domino's mobile app is a key component of the company's digital marketing strategy, as it
allows customers to easily order pizza and track their order in real-time.

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 Additionally, the app has special offers, personalised promos, and loyalty benefits that encourage
users to place orders through the app. By providing a convenient and tailored experience through
the app, Dominos can foster repeat business and boost consumer loyalty.

2. Social media marketing

Domino's uses social media marketing as an effective means to interact with its target demographic
and raise brand awareness. The business' social media approach is centred on producing interesting
material that connects with its fans, like pizza memes, behind-the-scenes photos, and client
testimonials. Additionally, Domino's operates social media promotions, such as the "Piece of the
Pie Rewards" program, which encourages consumers to post pictures of their pizza on social media
in exchange for a chance to win prizes. Dominos may reach a larger audience and create greater
connections with its clients by utilising social media platforms.

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3. Chatbots
In recent years, chatbots have gained popularity as a quick and effective means for businesses to
communicate with their customers. Chatbots have been used by Domino's to assist with order
placement and to offer customer service. These chatbots are available around-the-clock to help
consumers and may be reached through the business's website or mobile app. As numerous
interactions can be handled by Domino's chatbots at once, customers can obtain prompt responses
without having to stand in line. Additionally, chatbots can lighten the pressure on customer service
employees so they can concentrate on more complicated problems that need human assistance.

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4. Influencer marketing
By collaborating with influencers on social media sites like Instagram, Domino's has embraced
influencer marketing, an emerging trend in the world of digital marketing. These influencers market
the business's goods to their followers, which aids in boosting brand recognition and reaching new
consumers. In the presence of Virat Kohli, Dominos also worked with the IPL team Royal
Challengers Bangalore to develop exciting marketing campaigns that connected with their target
market.

5. Search engine marketing

To reach customers using search engines like Google who are looking for pizza-related keywords,
Domino's uses search engine marketing (SEM). Pay-per-click (PPC) advertising enables Domino's

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 to advertise its goods on search engine results pages and increase website traffic. By focusing on
customers who are actively looking for pizza, the business may increase the possibility that they
will become paying clients.

6. Content marketing
Another crucial element of Domino's digital marketing strategy is content marketing. The business
has a blog on its website where it posts articles and videos about its goods and services to benefit
its clients and gain their trust. For their social media channels, Domino's also produces entertaining
video material, such as the "Domino's Wedding Registry" commercial, which quickly gained
popularity online. Domino's is able to increase brand recognition and solidify its relationship with
customers by producing informative and interesting content.

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 Pizza Hut

Company Profile (wikipedia, n.d.)

Pizza Hut is a global restaurant chain that specializes in Italian American cuisine, with a focus on pizza.
The company was founded in 1958 by brothers Dan and Frank Carney in Wichita, Kansas, and has since
grown to become one of the largest pizza chains in the world, with over 18,000 restaurants in more than
100 countries.

Pizza Hut's menu features a variety of pizza options, including classic pizzas, specialty pizzas, and build-
your-own pizzas. The company also offers a range of other Italian-American dishes, such as pasta, wings,
salads, and desserts. Pizza Hut is known for its distinctive red roof and dine-in restaurants, as well as its
delivery and carryout services.

In recent years, Pizza Hut has faced increasing competition from other pizza chains and delivery services,
prompting the company to invest in digital technology and innovation. The company has developed a
mobile app and online ordering platform that allows customers to easily order and customize their pizzas.
Pizza Hut has also partnered with third-party delivery services such as Grub hub and Uber Eats to expand
its delivery capabilities.

Pizza Hut has also focused on sustainability and corporate responsibility, committing to sourcing
ingredients from ethical and sustainable sources and reducing its environmental footprint. The company
has implemented several initiatives to reduce waste, conserve energy, and promote social responsibility.

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Overall, Pizza Hut's brand is built on its iconic pizza offerings and distinctive dining experience, as well as
its commitment to innovation and sustainability.

Digital marketing strategies of Pizza Hut (IIDE, n.d.)

1. Organic posts
Through blogs, photographs, videos, or infographics, organic posts on social media engage users
and foster the development of connections, brand awareness, and customer trust. They use analytics
to find their intended consumers, and companies can engage with comments to develop devoted
communities. Organic articles build a strong online presence and foster a personal relationship with
customers. In order to interact with its audience, increase brand recognition, and advertise its goods
and services, Pizza Hut uses organic posts as part of its digital marketing strategy. Pizza Hut's
organic social media posts often blend blog-style information, videos, and images. Additionally,
Pizza Hut can engage with its audience through organic articles by writing comments, replying to
queries, and resolving issues. This helps build a loyal community of followers and reinforces the
company's commitment to customer satisfaction.

2. Paid posts.
Paid posts are digital marketing content that companies pay to promote on social media and online
platforms. They increase brand awareness and sales through sponsored posts, display ads, and
influencer campaigns. Targeting specific demographics, interests, and locations can be optimized
for specific goals, like website traffic or conversions. Pizza Hut uses paid posts as a part of its digital
marketing strategy to reach a wider audience and increase brand awareness. The company utilizes
Facebook Ads and Instagram Ads to target specific demographics and interests. For example, they
create ads promoting new pizza flavours, offers, or discounts and target them to people who are
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 interested in pizza or fast food. Pizza Hut also collaborates with social media influencers to promote
their products to their followers through sponsored posts. Additionally, they use Google Ads to
appear in search engine results for specific keywords related to their products and services. These
paid advertising campaigns help Pizza Hut to increase website traffic, generate leads, and drive
sales. Pizza Hut also collaborates with social media influencers to promote their products to their
followers through sponsored posts. Additionally, they use Google Ads to appear in search engine
results for specific keywords related to their products and services. These paid advertising
campaigns help Pizza Hut to increase website traffic, generate leads, and drive sales.

3. Influencer marketing
Brands working with social media influencers to market their goods or services to their followers is
known as influencer marketing. Their purchases may be influenced by the influencer who has a
sizable following. Influencers and brands collaborate to produce sponsored posts, reviews, and
freebies that raise brand exposure, attract new audiences, and boost sales. The credibility and trust
that influencers have established with their following are what make influencer marketing so
successful. Pizza Hut works with social media influencers that share their brand values and target
market as part of their influencer marketing programme. Influencers produce sponsored content
such as blog articles, product reviews, or other sorts of content that highlight the brand's goods or
services and share it to their followers. This helps in increasing brand awareness, reach a new
audience, and potentially drive conversions. The key to a successful influencer marketing campaign
is finding the right influencers who have built trust and credibility with their followers and can
effectively promote the brand's message.
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4. SEO strategy
In digital marketing, an SEO strategy is the act of improving a website's content and architecture to
appear better in search engine results for keywords and phrases. An SEO strategy aims to boost a
website's exposure and traffic from natural search results. Pizza Hut uses SEO as part of their digital
marketing plan to raise the exposure and position of their website on search engine results pages.
To raise its search engine ranks, the business uses a variety of strategies, including keyword
research, on-page optimization, link building, and local SEO. The website for Pizza Hut includes a
menu that is well-organized and optimized, with distinct categories and descriptions that aid search
engines in comprehending its content. They also optimize their website for local SEO by including
location-specific keywords and building local citations to appear in local search results.

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5. Blogs
A website or space with frequently updated informal content is called a blog. It may draw in viewers,
keep them engaged, increase brand recognition, and create authority in the field. Blogs may increase
website traffic and search engine rankings and cover a variety of themes. Businesses can gain
backlinks and authority by providing appropriate content that is linked to. By frequently updating
their website with interesting and educational blog content about their business, such as pizza
recipes, client success stories, and behind-the-scenes looks at their restaurants, Pizza Hut employs
blogs as a digital marketing approach. By producing top-notch and pertinent material, Pizza Hut
hopes to draw in and keep their target market, increase brand recognition and authority, and raise
their search engine rankings. Additionally, Pizza Hut's blog content can be shared on social media
and email newsletters to further promote their brand and drive traffic to their website.

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6. Online advertising
To reach its target demographic on several platforms including Google, Facebook, and Instagram,
Pizza Hut has embraced online advertising. The business employs retargeting advertisements to
attract clients who have abandoned orders as well as customised ads to advertise its goods and
services. Given that many customers prefer to purchase pizza from their cell phones, Pizza Hut has
tailored its web advertising for mobile devices. Customers can now place orders more easily when
they are on the go, thanks to the company's creation of mobile-friendly advertising that load quickly
and offer a seamless ordering experience.

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Analysis of Domino’s and Pizza Hut using Similar Web

Traffic and engagement Analysis (similar web, n.d.)

The above picture represents the profile of dominos and Pizza Hut. According to similar web the global
rank of dominos.com is 1251 and global rank of pizza hut is 2325. Dominos ranks 5 and Pizza Hut ranks
13 in food, drink, restaurant, and delivery category. The dominos site had 28.3 million visitors in the last
month whereas Pizza Hut had 14.9 million Visitors, and the average visit duration of Dominos and pizza
hut was 7 minutes 53 seconds and 6 minutes 31 seconds respectively. Average visit duration is the average
amount of time a user spends on a website during a session and is a key indicator of engagement. The
dominos site has 6.37 pages per visit with a bounce rate of 32.72%, pizza hut has 8.13 pages per visit with
bounce rate of 33.22%. Pages per visit shows the average number of pages visitors view on a site within a
session. Bounce Rate is the percentage of visitors that leave the webpage without taking an action, such as
clicking on a link, filling out a form, or making a purchase. Looking at all the data and figures dominos
stands at a better place compared to pizza hut.

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Audience demographics comparison Analysis (similar web, n.d.)

The above picture represents the audience demographic comparison of visitors by gender and age
distribution of dominos and pizza hut. In gender distribution 42.27% and 43.65% of females account to
dominos and pizza hut visitors respectively. Males account to 57.73% and 56.35% for dominos and pizza
hut respectively. There is not much significant difference between male and female visitors. In case of age
distribution, the age category of 25 – 34 has a greater number of visitors followed by the age category of
18 – 24, 35 – 44, 45 – 54, 55 – 64 and 65 plus. The age category of 18 – 24 and 25 – 34 is crucial for the
companies, as majority of the visitors fall under these categories. The visitors are more in the first two
categories because the pizza is preferred by the young adults. The marketers should target these categories
to keep them satisfied and target the other age category to bring awareness and increase the number of
visitors to the sites.

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Marketing Channels Distribution Analysis (similar web, n.d.)

Direct traffic to a website occurs when a visitor arrives directly on a website, without having clicked on a
link on another site. Visitors manually entering the website's URL or clicking on a bookmarked page are
responsible for this traffic. The number of visits from direct traffic appears to be rising for many websites,
especially those with growing organic traffic. Dominos has greater direct traffic accounting to 52.7% and
pizza hut direct traffic accounts to 49.5%.

Organic traffic is defined as visitors coming from a search engine, such as Google or Bing, and is the
primary channel that inbound marketing strives to increase. Here pizza hut has greater organic search traffic
accounting to 35.4% and dominos organic search traffic accounts to 31.58%.

Paid traffic is traffic that is generated through paid means only. Paid website traffic from search engines
is directed to a website when a user clicks on an ad placed on a search engine results page for a particular
search query. The paid search traffic accounts to 12.2% and 12.4% for dominos and pizza hut
respectively.

Referral traffic describes the people who come to the domain from other sites, without searching for site on
browser. When someone visits a link from a social network or website and they end up on another site,
tracking systems from browser recognize the visitor as a referral. Visits from referrals for both the sites is
very less that is 0.5% and 1.5% for dominos and pizza hut respectively. This indicates that people go for
the direct search as both brands are well known.

Social traffic refers to traffic coming to the website, mobile site or mobile app from social networks and
social media platforms. Here dominos has greater social traffic accounting to 0.9% and 0.7% for pizza hut.

Email traffic in digital marketing is the kind of traffic that comes from the email marketing campaigns.
Dominos has greater email traffic of 1.04% whereas pizza hut email traffic accounts to 0.4%.

Display traffic refers to the visitors that come to a website as a result of clicking display ads on other
websites, apps, or platforms. Dominos has greater display traffic accounting to 0.5% and pizza hut
accounting to 0.4%. Overall dominos has greater traffic compared to pizza hut.

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Social Media Traffic and Network Distribution Analysis (similar web, n.d.)

Domino’s Pizza Hut

The above pictures represent the social media traffic from various platforms. YouTube is the leading
platform for social media traffic for both sites accounting to 53.20% and 53.01% for dominos and pizza hut
respectively. In case of dominos, you tube is followed by Facebook, Reddit, Twitter, and LinkedIn and in
case of pizza hut You Tube is followed by Reddit, Facebook, Instagram, and twitter.

References:
• https://pizzaonline.dominos.co.in
• https://www.pizzahut.co.in/
• https://www.similarweb.com/
• https://en.wikipedia.org/wiki/Domino%27s
• https://www.referenceforbusiness.com/history2/23/Pizza-Hut-Inc.html
• https://promotedigitally.com/dominos-digital-marketing-strategy/
• https://iide.co/presentations/pizza-hut-marketing-strategy/
• https://hbr.org/2020/12/what-makes-a-360-degree-review-successful
• https://www.peoplehum.com/glossary/360-degree-analysis

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