Justifications for the Social Media Strategy

The proposed social media marketing strategy can be justified using the relationship marketing theory which allows businesses to focus on creating a long-term relationship with customers‚ rather than focusing on short-term sales․ By using social media‚ Greggs can build a closer relationship with customers and strengthen their emotional bond with them․

The AIDA model‚ standing for Attention‚ Interest‚ Desire and Action‚ can also be used to analyze the effects of digital marketing on consumers; influencer campaigns create attention‚ user generated content builds interest‚ exclusive offers create desire and app discounts trigger action․

Greggs should use mobile-first marketing because younger potential customers use mobile phones more often to buy things and to interact with social networks․ In addition‚ using mobile phones is very convenient․

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