Digital Marketing Activities of Domino's Pizza

In July 2010, Domino's Pizza gave full credit to promotional activities carried out on social networking websites Facebook and Foursquare, for a huge increase in their online sales. They announced that their online sales had risen by 61 percent, in the United Kingdom and Ireland market, for the first six months of 2010, compared to the same period for the previous year.

Domino's Pizza also announced that Internet-based sales now comprise about 33 percent of its revenue, compared to 26 percent in 2009. According to Georgina Wald, the spokesperson of the London-based division of Domino's Pizza, "Anything that helps to drive people to our online ordering page is always going to help drive sales". Wald said that when Domino's uses social networking websites, they like to ensure that a customer has plenty of routes to the main ordering page.

Domino's Pizza currently has a corporate Facebook business page with more than two million fans, which they leverage for various digital marketing campaigns. Just like the reward programmes being offered by the 'mayor system' of Foursquare, Domino's Pizza conducted a 'Superfan' digital marketing campaign on Facebook. This promotional offer rewarded members who brought in the most number of fans each week, with a free pizza.

The international pizza chain has also encouraged each of its 600 plus stores in the UK to set up separate Facebook business pages, to conduct digital marketing activities within their local area. Some local Domino's Facebook pages, such as the ones in Plymouth and Huyton-with-Roby, have more than a thousand fans per page.

Domino's Pizza also got a great ROI from Foursquare, the location-based social networking site for mobile phones. It implemented a digital marketing programme on the website in May 2010, which resulted in about 10,000 check-ins. One of the digital marketing offers announced by Domino's Pizza was a free side dish to every checking-in customer who spent more than £10 on their order, at all UK locations.

The digital marketing activities of Domino's Pizza on Twitter, has also grown. Since they started out, Domino's has built up a base of more than 1,700 Twitter followers. Just like their Facebook campaign, many local pizza outlets have also started their own Twitter pages. For instance, a Domino's location in Lincoln, UK, has managed to collect nearly 450 followers. Just a few days ago, it tweeted, "Domino's two for Tuesday, buy one get one free! Why not try the new Reggae Reggae pizza!"

Other than its digital marketing activities conducted on social media, Domino's has also created search marketing campaigns, which has contributed to their high online sales. In addition, the international pizza chain has also been using other digital marketing tools such as affiliate widgets to get people to link to the Domino's ordering website, from their personal blogs or websites.

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