Domino's digital marketing strategy

Few UK marketers are as successful in digital-media marketing as Domino's UK. The pizza delivery company has nearly 1 million Facebook fans and 212,000 Twitter followers. Consumers engage with the Domino's brand because they like its image, its service and the promotions mentioned in social media.

In fact, Domino's has an annual marketing calendar with specific social media content planned for each month and for each week. Yet about 10% of its digital media content is actually spontaneous, developed either in response to trending topics at the time or building on special events and other elements that can't be planned far in advance.

Domino's receives 70% of its orders online--and half of these are via mobile, including its app. The company has also arranged for ordering capabilities directly from Xbox game consoles. Domino's head of e-commerce explains:

Our target audience is a really good fit for the Xbox One – typically, gamers and pizza eaters are the same people.

The company's turnover is increasing and its digital marketing strategy is helping keep the brand in the public eye day after day.