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Digital marketing covers everything from email to social media and website design, and there’s new thinking on reaching new audiences
ong gone are the days where an operator could rely on word of mouth alone to get customers through the door. Consumers
now seek inspiration online to ensure they’ll get the biggest bang for their buck – particu- larly in these cash-strapped times. That’s where digital marketing comes in. In
its broadest definition, this is the use of online- based technologies that connect brands with potential customers. Naturally, that encom- passes a lot of different channels. But the key is not to get overwhelmed. “It’s not until you get into the weeds of
digital marketing that you realise the extent to which it can actually help you,” says Dar- ren Sweetland, managing director at motel and diner chain Mollie’s. It spent a lot of time during the pandemic designing a connected technology platform and infrastructure that would support the guest experience, “that’s
Sponsor’s comment: Cendyn
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12 | Technology Prospectus 2024 Pizza Pilgrims
“Different social media channels have
different purposes” Harry Fielder, Umi
meant everything we do effectively talks to each other,” adds Sweetland.” One of the benefits is easily accessible. “On
our system that we use internally, I could be looking at the performance of our business from a financial lens, and then I can quickly go from there to all our digital marketing and how that world is performing. For example, [it
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