E-Media Analysis Electronic Media Analysis

Question: Discuss about theE-Media Analysisfor Electronic Media Analysis. Answer: Introduction: The electronic media or E-Media is one of the most common aspects of modern time business. Good quality tasty food and ambience are the major drivers of success of any restaurant. It is highly believed that the online presence of the restaurants enhances the pace of success of the business and attracts even more customers. The online presence impacts the marketing strategies positively. The hospitality sector is also using the e-media for the promotion and marketing of the offerings. Most of the business houses are now having media presence through social media and official website. Online presence of the companies is getting popular because of the convenience of the audiences and the changes in the technological aspects. The information system is getting advanced. The means of communication is now getting modernized keeping in mind the changes of the tastes and preferences of the end users. The people of modern time are more addicted towards the social media. The smart technology ha s given the population a new dimension(Stefano, 2008). The chosen organization for this report is one of the leading 10 restaurants in Auckland, One Tree Grill Restaurant. This restaurant had been opened in the year 1996 and since then it is providing the customers excellent food and super quality wine. The restaurant serves the customers with its quality food and drink. The services of the company are exceptionally good. It has an official website along with its online presence. The report analyses the website and online presence of this restaurant (Onetreegrill, 2016). Literature Review: According to Blaker (2016), majority of the people in modern world use smart technology either through the use of laptops, smart phones or tablets. It is convenient for them to use internet to access any information. The marketing techniques are meant for the smart people for their ease in access to the message that the companies want to spread. The online presence and websites of the restaurants help the customers to locate the spot, to view the menu along with the prices and any special offer. It is seen from researches that the online presence and e-marketing of the restaurants have made the customers to have a positive perspective about the reputation of the restaurants (Blaker, 2016). According to the information given in Berkeley-Scott (2012), it has been proved that one of the most important and effective means of online presence of then participants of the hospitality industry is the website. It provides the information about the history of the restaurants, success story, location, contact details, timing menus and even prices of the dishes or any other important information about the business of the restaurants. The website provides intricate details of the restaurants (berkeley-scott, 2012). From the information obtained in the site of QSonline (2016), it is known that there are many ways through which a restaurant could enhance the online presence. The information also tells that along with the people who used to access smart technology there are also some of the people who like to visit the websites of the restaurants to access the information about the food menu and the prices. There are several offers that are provided by the online presence of the restaurants including the information about the reservations. All these help the customers to enhance their outlook about the services and marketing efforts of the restaurants (qsronline, 2016). As per the information in the site Order2me (2015), the online presence of the restaurants inform the visitors about their story. The trend of the buying habits of the customers is changing. The tastes and preferences of the customers are also getting changed. The loyalty of customers could be driven by the online presence. The identity of a particular brand of restaurant could be made stronger with e-marketing. The presence of the location of restaurants on Google Maps would lead to better exposure. Online presence also provides the restaurants with the opportunities to acquire new customers every day. This enhances the business and the revenues of the restaurants. The restaurants with these drivers of success could compete better (orders2me, 2015). According to Weeres (2012), it is very important for the modern time restaurants to have online presence. The online presence of the restaurants serves as a catalyst to drive the business and brand presence globally. The information of the restaurants could easily be accessed from any part of the world with the help of the websites or the advertisements given in television, radio, Google Maps and in other communication channels. The marketing strategies have to be made effective and innovative. The electronic marketing is one of the most important ways that could make a restaurant spread its message to as many people as it wants. The exposure and the convenience of communication both get enhanced with the online presence. The customer satisfaction is one of the major key drivers of the service industry. It could be ascertained with the help of the internet marketing (Weeres, 2012). According to Needles Thompson (2013), from the outcomes of the interviews of managers of almost 166 restaurants it is clear that social media and online presence of the restaurants have impacted the productivity positively. It is seen that the social media and inline presence have helped the restaurants to enhance the pace of spreading of message to the target. The three major aims of these restaurants to achieve new target segment, to enhance the revenues and to increase the loyalty of the customers have been effectively achieved with the online presence. Moreover the financial investment is also less in marketing through social media than other means. It is also observed that the independent food hubs use the websites and online marketing more than the chains of restaurants. It is the responsibility of the entrepreneurs and the marketers of the independent restaurants to improve the effectiveness of the websites (Needles Thompson, 2013). Identification of Key Issues: The key issue of the One Tree Grill Restaurant is to analyze the effectiveness of the website and online presence in motivating the customers. The key objectives have to be achieved through the online presence. The website must be able to attract the customers and to provide them with the needful information. The cost benefit analysis must be done. The website must be regulated and updated. The design of the website must be attractive. All the information that a customer desire to get from website have to be assured. This could be done with the help of assessment of latent needs of the customers through market research. Logical Conclusion: The website of One Tree Grill Restaurant has been designed technically. It is user friendly. It provides all the necessary information that is needed by the end users. The online presence of the restaurant has definite impacts on the loyalty of its customers and on its revenue structure. The website of the restaurant could be more innovative by the efforts of the marketers and the technical personnel. The information must be updated on regular basis. From the literature review it could be said that the online presence of the restaurants has direct and positive impacts on the business of the restaurant. Analysis of the Selected Business Online Presence: From the look of the official website of the restaurant it can be considered to be a comprehensive one loaded with lots of relevant information. The website contains valuable information like the basic information about the history and location. The various cuisines those are offered to the customers are very neatly mentioned along with the prices. The additional facilities and services those are offered by the restaurants to the customers like the booking and reservation types are also mentioned. The visual attractiveness of the website is also very captivating for the customers. The online presence strategy is a key component of marketing for a business organization(Restaurantengine, 2016). There are several factors to consider before planning on the social media strategy which is a key component of the e-media strategy. It has been observed in the modern days that the majority of the restaurants all around the world are depending more on the social media for the promotion and adve rtising of their business activities. The dependence on the social media which is a key variant of the e-media is increasing because of the fact that the social media platform like the own website of the restaurant and its accounts in social media platforms like Facebook, Twitter, etc are helping the company immensely to reach out to the maximum numbers of customers within the shortest possible time (Needles, 2013). The majority of the people in all the developed nations of the world have access to internet technology nowadays. They spend a large part of their time browsing the internet for professional and personal reasons. They can access the internet through various gadgets like their desktops, laptops, smart-phones or tablets(Lyfemarketing, 2015). They also like to spend a lot of time interacting with their friends and families on the various social media sites like Facebook, Twitter, LinkedIn, etc. They are also using these social media sites to browse information about their favourite brands and companies. Therefore, the strategy of online marketing and promotion that has been undertaken by the company is a very prudent choice for the organization. In this regard it can be said that nowadays the social media presence is not a very expensive proposition as compared to the traditional methods of marketing and promotion. The companies do not have to shell out huge volumes of money in order to design their own websites or open their social media accounts in different social media platforms(Winter, 2014). The psychology of customers has evolved through all the years passed by. Previously the customers were relying more on the conventional methods of marketing and promotion like TV commercials, newspapers, magazines, radio, leaflets and brochures. At that point of time the use of social media was not so much prolific. Hence, the benefits of such media were not clearly comprehended by the companies during the earlier years. Gradually, as we moved into the era of digitalization, the multi-faceted benefits of the social media and the internet technology were understood(Lyfemarketing, 2015). Since then the various corporate houses started exploiting the social media technology through their online presence. The majority of the companies in the hospitality sector are implementing this strategy of remaining socially active with the help of the e-media strategies like the social media presence. This increased reliance of the consumers on the social media is also shaping the psychology of the product and service manufacturers. The product design psychology is developing in a way that promotes the online advertising and marketing to gain the attention of the target consumer segment (Andrus, 2015). This aspect of the product and service design which is based on getting the Top of The Mind Awareness (TOMA) of the consumers is also used to its advantage by One Tree Grill that is one of the most reputed fine dining restaurants of Auckland in New Zealand. The top of the mind awareness is achieved by highlighting the unique and exclusive features of the product or service to the customers(Shrm, 2012). This can be achieved in case of the social media promotion and marketing of the hospitality industry also. Today, the hotels, restaurants, fast food chains, etc are heavily depending on the social media promotion of their business(Bovet, 2014). For the purpose of promoting their business to the maximum possible number of customers within the shortest period of time, One Tree Grill has also adopted the same strategy to design the website in such a way that it is not only very much informative to the customers but also very attractive in its look and design. A close look at the website o f the restaurant shows that the webpage is very dark in respect of the background colour and the fonts are light coloured. This has helped to create a good contrast between the background and the foreground of the webpage containing the fonts those are very aesthetically designed and arranged in the form of several categories like: About Us, Menu, Reservations, Functions, Gift Vouchers and Find Us. Under those main categories there are sub-categories with elaborate information. This is very much attractive for the visitors of the website as they will be able to browse to their desired category of choices to collect relevant information(Banerjee, 2013). As a part of the website and social media presence analysis of One Tree Grill, a study was conducted on the customers of the restaurant in order to gather knowledge on their perspective about social media marketing and promotion of the restaurant and how far they are being influenced to dine at the restaurant seeing the online advertising and promotions of the company. The restaurant has a very good reputation being in high quality of products and services since 20 long years. So, the brand was already very famous in the country. However, the study was undertaken to understand the success of the social media presence and how far those have induced the customers to dine at the restaurant. Therefore, the impact of the online promotion and advertising on consumer purchase decision was analyzed in this case. The survey was conducted on a sample of 50 customers of the restaurant and they were interviewed about their overall satisfaction with the services of the restaurant but the focus wa s on analyzing how much they were being influenced by the social media promotions. The customers were also asked about their opinion on the official website of the restaurant. They were asked about whether the website was informative enough to induce buying behaviour in them. The opinion of the customers regarding the visual attractiveness of the website of One Tree Grill was also collected in the survey. The data collected was then analyzed to form the final interpretations about the customer satisfaction about the online presence of the company and how effective the strategy was to influence the customers to make purchases. The results of the survey revealed valuable results those depict the effectiveness of the social media strategy undertaken by the company. The majority of the respondents agreed that the social media account of the company in Facebook and the official webpage both have influenced them to visit the restaurant and dine there. The majority of them also agreed that the website of the restaurant was very well maintained with regular updates on menus, prices, gift voucher policies, reservation policies, etc. The most of the respondents also appreciated the look of the website like the choice of colours, fonts and overall visual display. Many of the customers revealed that they came to know about the restaurant from the internet and the Facebook page of the restaurant. Seeing the advertisements and the details of the services and long heritage of the company they felt attracted to dine at the restaurant. In this study, few of the managers of the restaurant were also questioned about how muc h the social media strategy has affected the sales of the restaurant. They replied in the affirmative saying that the sales are being increased every year and the company is continuously researching in order to make the website more interactive and informative. Therefore, the success of the e-media strategy in the domain of the online presence of the restaurant is clearly observed in this particular analysis paper. References: Andrus, A. (2015). Guide for Bars Restaurants to Social Media. Retrieved from sproutsocial: https://sproutsocial.com/insights/bars-restaurants-social-media-guide/ Banerjee, B. (2013). Trends in the Use of Social Media as a Tool of Marketing Communications in FMCG Sector in India. Retrieved from dl.acm: https://dl.acm.org/citation.cfm?id=2605434 berkeley-scott. (2012, july 26). The importance of an online presence for hospitality companies. Retrieved from berkeley-scott: https://www.berkeley-scott.co.uk/the-importance-of-an-online-presence-for-hospitality-companies/ Blaker, T. (2016, april 18). 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