4 b

The company chosen for traffic monitoring is Domino’s (Domino’s-Australia,2014), which is the largest pizza chain in Australia in terms of both network store numbers and network sales, and It is also the largest franchisee for the Domino’s Pizza brand in the world (Domino’s 2014). Compare to some other famous fast food brand, such as McDonald’s and KFC, Domino’s not only provide physical store service, but also order online service. Moreover its order online service is quite ripe in Australia.

Alexa clearly shows that the Traffic Rank of the Domino’s in the world is 30269, and the rank in Australia is 396. Moreover, its bounce rate is 20.90%, and its daily Page views per Visitor is 8.80.


According to Alexa’s audience demographics, the main users for Domino’s website is female, most of the user’s education level is college. In addition, we can easily find that almost all of the user’s location is at home, which means the main objects of the Domino’s order online service are people who are at home.


The Alexa also clear show audience geography of the Domino’s, the main target country is Australia.


From the Search Traffic section, we can see that the top Keywords from search engines for Domino’s are dominos, dominos coupons, dominos vouchers, domino’s pizza and dominos online. A large part of person use dominos coupons and dominos vouchers as the keywords, which means there are a large groups of people pay attention to Domino’s discount.

Lastly we can also find out the keywords by the page source. The keywords are domino’s pizza, domino’s, pizza delivery, pizza online, hot pizza, fresh, quality pizzas,  hot cell, home delivery, online ordering, cheese, Australian, Sydney, Brisbane,  Melbourne, Perth, Darwin, Hobart, Adelaide, pickup, pick-up, takeaway, take away pizza (page source, Domino)



Alexa 2014, dominos, Available from:

Domino’s 2014, about Domino’s, Available from:


Blog 4

The Block Glasshouse —–Channel 9


The Block is one of the most popular reality television series broadcast on Nine Network. Usually there are four or five couples as guest to compete against each other to renovate houses and sell them at auction for the highest price.

Domain Name:

Search The Block Glasshouse by google, you can easily find the link at the top of the screen.

Online marketing activities: The Block’s website provides lot information about all aspects of the show by an attractive interactive platform. It also uses some online social networks to advertise itself, such as Facebook and Twitter. Moreover, the Block’s website is doing an actual show which is offline and being a good interaction platform for their show on channel 9.

Content: There are many details about the all aspects of this show offered by the Block’s website, view these detail you can easily find the videos of the news, the information of suppliers for the show, contestant information, recent rooms which created by contestants and access to the latest clips.

Connections: The Block’s websites posts the suppliers, whose goods are used in the show,
Block’s website also gives some sample detail about these goods and where can buy these goods.

Community and communication: The Block Glasshouse use Facebook and Twitter to build the main online community, which is free open for anyone to view its detail information about the show and communicate with each other on the Facebook.

Cross promotion: We can view the Block’s website advertising homes, which provide lots information about the social media sites, and we can clearly see the icons of these social media sites, such as Facebook and T witter, and Block also promote other Channel 9 shows, such as Big Brother.

The X Factor—–Channel 7


The X Factor is a show about singing competition, which shown on channel 7 on Tuesday nights at 7.30pm and Sunday nights at 6.30pm.


Online marketing activities: The X Factor has its own website which posts all of its videos from the show. The X Factor also uses many online social media to promote its show, which include Facebook, Twitter, Instagram and Tumblr.

Content: The website provides videos from each performance, news, the music, backstage insights and competitions, which are free view for the users. Factor online also offers lots of activities on their webpage for users, such as catching up on episodes, being able to vote online.
Connections: Olay and Woolworths

Community and Communication: The community of the X Factor is very positive and interactive. It provides a ‘Fan Factor’ section on the website, which dedicated to the fans and recaps the weeks “goss and shenanigans”. X Factor also use a number of social media platforms for communicate, such as Facebook, Twitter, Instagram, Tumblr and Google.
Cross Promotion: X Factor being cross promoted with McDonalds and Olay can be found in the win section ‘Get the X Factor Treatment’. They also promote their app on the website, and the users also can view the video by the app.

Big Brother—– channel 9


Online marketing activities: the Big Brother ‘s marketing activities are mainly using their official website and number pf social media, such as Facebook and Twitter and uploading regular YouTube videos about their shows
Contents: The Big Brother provides episodes, biographies of the housemates, up-to-date latest news and latest happenings one its official websites.
Connections: At the bottom of the page, we can easily find the connections brands icon, such as Dreamworld, Endemol, KFC and Ambipur.
Community and Communication: its communication is mainly base on the Facebook and Twitter, Big Brother has more than 784, 333 likes on its Facebook page. It also has 181,000 followers on Twitter site. Big Brother likely to be a very big local community which attract massive public attention from audiences based on the social media communication. But Big Brother is quite controversial, so it also gets much negative voice on the social media communication.
Cross Promotion: on the Big Brother’s website, we cannot be able to find any cross promotion on their page.


Compare 3 Social networks

  1. Instagram

Instagram is an app for iPhone, which is a very popular, funny way to share your life with your friends and family by upload videos and pictures. Instagram provide several function for users, such as its ‘filters’, which can help users to edit their photos and videos before they upload them (lux, 2011). Users can also own a personal profile, which is like a photo blog, and they can upload any pictures or videos to show their taste. Instagram allow users to use this social network by their phones, computers, desktops and tablets, this is very convenient for users, and the most important point as its feature is this app is free for every user (, 2014).


Instagram’s features

  • Allow user search other users’ photo streams, and follow it.
  • Users can interact through upload photos.
  • When you follow other users on Instagram, you are able to view all of photos they have upload on Instagram.
  • Most of the photo upload to the Instagram platform are users’ own photo, which are not be copied from other channel.
  • Users can comment other people’s phote.

How can Instagram be used in part of an IMC strategy?

Instagram is a good social media channel for businesses to use in their IMC strategies, the businesses can create a Instagram photo channel to show their business and products, and also can upload some picture about their promotions Businesses can use Instagram as a channel to attract the consumer’s attention, and interact with them. Both of the consumers and potential customer can communicate with the business and other users by comment the photos (, 2014).

  1. Tumblr

Tumblr is a popular social network platform for people to shares text posts, photos and videos, which can be anything people interested in. people can follow and share other people’s blog, and communicate with other people, which is a process of influence each other. Users can search key words of what they are interested in, and they can find the related blog from other people’s blog (, 2014).

Tumblr’s features

Tumblr users tend to post other peoples pictures and videos, rather than their own

There are no restrictions on different types of formats

There is no maximum length limit for people’s post.

Interact with the communities through liking, reblogging and commenting

How can Tumblr be used in an IMC strategy?

The Tumblr platform are very suitable for businesses’ IMC strategy, because the tumblr allows people to share the interesting blogs, and other users can like it, share it and add it to their own blog, this means much more people can view the blog. So if a business can rational use this skill to post some interesting blog related to their business, their blog will be spread quickly and extensive. Tumblr also allows for businesses to link their Facebok and Twitters, and easily for users to find the blog by key words search.

  1. Pinterest

Pinterest is a social networking site which is just run by images post. People can upload the picture by pin button, and these pictures can be found on the internet or from themselves. The users can also pin the picture directly from a web page (Carr n.d.).

Pinterest’s features

Allows for users to organisation their photos they have pinned and repined

Pinterest can be fully functional without having to connect with other people, by mearly just repining from others

Users are not limit to interacting with the site from just Pinterest but other external sites

Visually appealing with high quality images

How can Pinterest be used in an IMC strategy?

Pinterest also can be used in an IMC strategy for businesses; it allows spread of promotions to the users by enable for different external sites to embed their logo. The businesses can use Pinterest to post the board image and pins to describe the image which they have created, and through this way to provide the information about the business to costomers.


Lux. K 2011, What is Instagram and Why Is It So Popular?, accessed 15 December 2011,, (2014). FAQ • Instagram,, (2014). About | Tumblr, [Accessed 14 Sep. 2014].

Carr, k. (2014). What is Pinterest?.

Webwise (2014). What is Tumblr


Trip Advisor

The Trip Advisor’s site Global traffic rank is 5132, and its rank in Australia is 72. Alexa (2014) show that the Trip Advisor’s bounce Rate is 43.20% and its daily Page views per visitor is 3.30, its about 80% visitors are female.


Trip Advisor’s Product Offering

Trip Advisor offers the huge number of popular places for visitors. It offers a platform for visitors to communicate, and there are many reviews from other real visitors, so this platform is one of the largest travel communities in the world. Moreover, the Trip Advisor also provides much advice for your trip, such as hotels, flights, accommodation and transfers (TripAdvisor, 2014).


Trip Advisor’s possible target markets

According to the Site Overview of Alexa, the main audience is female, and the most Internet Average education is Graduate School (Alexa, 2014). The possible target markets for Trip Advisor are backpackers, international travelers who like cheap travels and most of them are male.


Financial Data

According to Trip Advisor’s financial results for the second quarter of 2014, its total revenue was $323 million; its net income was $81 million. Moreover, its income has increased by 15% every quarter over the past few years (Trip Advisors, 2014).




The trivago’s site Global traffic rank is 74,833, and its rank in Australia is 1,412. Alexa (2014) show that the Trip Advisor’s bounce Rate is 42.20% and its daily Page views per visitor is 3.80.


Trivago’s Product Offering

The trivago provides huge number of different hotel booking for visitors, and these hotel room booking is from different agencies, so the visitors can clearly view the prices from different hotel booking agencies, and choose the most suitable one to booking. And trivago also offer the rank for the hotels buy the stars, prices and popular. Sometimes, it also offers some discount for the visitors, but this just can use for few hotels in a limited period of time (Trivago, 2014).


Trivago’s Possible Target Markets:

Through Alexa statistical analysis we can clearly see that most of the audiences are female, the male just hold a small part of all. Moreover, most of the audiences’ education level is graduate school, and the college holds the least part of all. Form the browsing location we can see that nobody view Trivago at school, most of the people view it at home (Alexa, 2014). So according to above factors, we can find out that the main possible target markets for Trivago is Female. Moreover, there is nobody view the site at school, so we can speculate that almost no student use Trivago, the conclusion is Trivago’s Possible Target Markets are families and people who are already have a job.


Financial Data

According to trivago financial result report for 2013, it gained $132 million revenue and up 103% over previous year. The currently stock trading at $87.9 and owned by Expedia. According to the statistics, the total assets is $38 million and up 34% previous financial year. Moreover, the profit margin is 11% of the whole and down a half compared with before.



The trivago’s site Global traffic rank is 10,330, and its rank in Australia is 176. Alexa (2014) show that the Trip Advisor’s bounce Rate is 27.40% and its daily Page views per visitor is 4.98.


Wotif’s Product Offering

It provides a reservation service for hotels around the world. Unlike many other travel websites, does not provide limitless lists of hotel details. Instead, the website provides information for the next 3 months, the reason being that “as a date gets closer, hotels can often drop their rates.


Wotif’s Target Market

According to Alexa statistical analysis for audience demographics, one can see that the most of the audience are female. There is a large number of the audience has not gone to college, but the Alexa also shows that most of the visitors view the Wotif’s website at school, combine these factor we can speculate that most of the audience are students, include undergraduate and graduate students. So its possible target markets are students and family, the main target also is female (similar to Trip advisors and Trivago).


Wotif’s financial information

According to Wotif’s 2014 financial results, it gained a tax profit of $43.2 million with total revenue of $149.6m, and Total Transaction Value of $1.14 billion (Wotif, 2014).


Due to their breakdown and packaged deals they presented their results in relation to flights, accommodation and ‘other revenue’ (events):


Flights transaction value of $178.3 million, up 37.6% YoY

Flights and Other revenue of $17.6 million, up 16.3% YoY

Total Group Accommodation revenue of $129.3 million, up 1.9% YoY (Wotif, 2014)


The’s site Global traffic rank is 96, and its rank in Italy is 21. Alexa (2014) show that 24.50% Bounce Rate, down 12.00% compared with previous data. Its Daily Page views per Visitor was 6.62. Lastly, we can clearly see that the daily time on site is 8:36, which up 5% compare to previous data.

8‘s Product offering is a Dutch online booking portal. It was established in 1996, and offers accommodation booking. It claims to deal with more than 650,000 room nights reservations per day, and in 2013 accounted for more than two thirds of Priceline’s revenue. It was acquired by Priceline in 2005. Moreover, is available in more than 41 languages. That is great action to attract more people choose’s Target markets

The main target market is female and they looking for accommodation on this site. From the perspective of education, there are most of the audience are undergraduate students or graduate students. Moreover, most of the audience viewed this website at school, which means students likely to be the main target maekets. In general, a high level of graduate school use at school and work, at home.9.7% of site traffic from Italy, the second one is the United States, with 8.6%. France and Spain are the same percent, which are 5.8%.

9 10

Relevant financial data

For the revenue area, Operating Revenue is $3 billion in 2013. The Total Assets is $2.7 billion and 96% over previous financial year. On the other hand, Profit Margin is 48% of the whole and up 19% over previous financial year and the currently trading at $1220.


Alexa, 2014. viewed 7 September 2014 from Alexa, site overview for Trip Advisors


Alexa, 2014. viewed 7 September 2014 from Alexa, Site Overview for Wotif


Alexa, 2014. viewed 7 September 2014 from Alexa, Site Overview for


Alexa, 2014. viewed 7 September 2014 from Alexa, Site Overview for Trivago


Trip adviors, 2014,, 2014,



5I’S and JB HI-FI

Identification: customers can create a JB HI-FI Account through its website, and then they can view the product and make the purchase decision. The customers just need to provide some sample information to be a member, such name and email.11

Individualisation: after the customer creates an account, they can clear view the products option. The product have been divided into type, brand and prices. Customer can compare the price and the detail of the product convenient.


Interaction: at contact us section, the customers can send an email or make a phone call to JB hi-fi, and give suggest or get help through communicate with the stuff of JB HI-FI.


Integration: at the bottom of the website, JB HI-FI provide the information option about Terms of Use, Website Terms of Sale, Privacy Policy, Advertised Offers, Catalogue Corrections and Sitemap for everyone. There are also many social media sites that are used to help promote and advertise the company.


Integrity: For the JB hi-fi after sale service, if the product has any problem when the consumers receive it, the consumer can give the product back to the JB HI-FI, and get a new one without any fee. If consumer is worried about the JB HI-FI’S reputation, they can choose and read the information about the bot section of JB HI-FI’S website.

5 I’S and Domino’s

Identification: Domino’s provide the option for consumer to join the eclub by sigh up, and log on to its website. Customers just need to provide little personal information, such as name, email and postcode. After log on, the customers are able to purchase online and get some discount.


Individualisation: Follow the Domino’s customers can easily find different type of food. For example the pizzas have been divided in value, traditional and chicken ect. The more important is that the customers can add any food material or delete any food material for one pizza,and customers also can choose half and half for one pizza which include two styles.2

Interaction: Domino’s offer a contact page for consumer through the telephone, the consumers can easily to communicate with the stuffs. At the feedback section, the consumers can also submit any suggests.3

Integration: Domino’s allow customers to view their corporate side of the business.


Integrity: at the Domini’s corporate, the customer can view the domino’s Pizza Mogul, Vision and Mission and business partner etc. customers can choose and reading anything of the domino’s.