Compare Australian TV online marketing activities of NRL footy, master chef, TVSN

Online marketing activities include, domain, content, connections, community, communication and etc.




NRL footy is mainly to show the AFL football and controversies surrounding the league. The website of NRL footy use the videos to show the AFL football game, and the customer can watch the controversies surrounding in studio by the video (Nine Msn, 2014).

MasterChef is one of the most popular TV show in Australian. MasterChef’s website use the high volume of visual content, picture and video can improve the influence of TV show (MasterChef Australia., 2014)

TVSN uses the text and pictures for the majority of the content. The site of TVSN is showcasing all your favorite product, famous brands and international trends. In this website has lots of picture about Fashion, Health, Beauty, Kitchen, Electronics, Home wares and Jewelry departments. All the products show on the website page, customer shopping is easily on TVSN (TVSN, 2014).


NRL footy site has few link to other sites in Australian, only link to the social media,,,, industry

MasterChef has many links to other sites in Australian. For example, on network ten: Ten TV shows, Eleven TV shows, One TV shows, Ten eyewitness news, Ten sport, Check TV guide. And Social network:,,, YouTube, insider

TVSN is mainly to link to other sites, such as And social list:,,,,, google plus.


These three website can link to various social media sites in every page. These three website allows the users to share the information by the social media. Besides, the consumer also can subscriber the channel of the different social media to follow these three websites.


1.The user cannot find the “contact us” link in the homepage of NRL footy website. The facilities of NRL footy website is so poor, the user cannot communicate to the site. Besides, the user also cannot find the NRL footy address and email links, but user can find the FAQ section in the bottom of homepage. FAQ can answer some questions for the user. The user will contact the NRL footy by the Facebook or Twitter (Nine Msn, 2014).

2. At the bottom of MasterChef’s home page, MasterChef provide “contact us” for site link to user. All the contact detail will be there, such as postal address, phone number, fax and email, so user can contact with MasterChef essay. Also the site provide FAQ. Users can communicate to the site, use the social media. The much of the content can be commented on the page, also users can share the interest information from the site to the social media (MasterChef Australia. 2014).

3.On the left of the home page, the information show the about TVSN, the customer can know the company’s mission, how to shopping in the site, and what kind of productions provide in the site. “Contact us” user can know the company’s email address, phone number, fax and local address. Beside, users also can interact with the site to use the social media (TVSN, 2014).

Part B is a tool founded, it focus exclusively on delivering the richest and most meaningful analytics tool, for helping users to measure a website popularity on the internet. The identify keywords for the information show that is number 1 in the global traffic rank, and also it is the number 1 in United states. The daily page view per visitor percentage is 23.81% and daily time on site is 19:16(Alexa, 2014). According to the audience demographics show that female users is 51% male users 49% (Alexa, 2014). Based on the geographical data, United States is the largest provider of users to this website, follow by India, Japan, Russia and Brazil. There are 3282175 sites linking in the, No.1is, and then and The top keywords from search engines, Gmail, google, AdSense, translate, and google translate (Alexa, 2014).
















Alexa.(2014). Retrieved from

Domain.(2014). Retrieved from

MasterChef Australia. (2014). Retrieved from

Nine Msn. (2014). Footy Classified. Wide world of sports. Retrieved from:

TVSN.(2014). TV shopping network. Retrieved from


Outline the differences between Pinterest, Instagram and Tumblr. How they can be used as part of an integrated marketing communication strategy.

  1. Outline the differences between Pinterest, Instagram and Tumblr. How they can be used as part of an integrated marketing communication strategy 


Pinterest is an excellent visual social platform for businesses which is can be used to attract potential customers as much as possible. Generally, it is a link sharing site that users can curate and share photo. The user can pin it on the homepage simply. However, posting or sharing information should avoid using purely Pinterest as a tool of self-promotion platform. In other words, Pinterest encourages the images should reflect the high quality of ‘Lifestyle’ or the user’s thinking logics should jump out of the box (Hall & Zarro,2012). Pinterest can be used to IMC by, 1 brand advertisement through photo uploads, 2 interaction with users, 3 link to website, blogs and other media (Chaffey & Smith pg. 271). Comparing with Instagram and Tumblr, Pinterest contains four main steps: Pin, Share and board users or visitors are not required to sign up for an account to view pins which is much convenient to use. Besides, Rainie stated that the site was built around topics including fashion, food, crafts, shopping that were especially attractive to women. In addition, the target audience for this site is women and it is thought or awarded as ‘America’s most popular top ten social networking’ (Duggan & Brenner, 2013).


Instagram is the visual social networking platform which is initiated as a mobile app. It not only uses to support B2C, but also enables the user to capture their life memory in any environment. In other words, the users can share with people around the world their own living stories, such as, posting the firm events, showing brands personality and telling the firm stories. But, different with Pinterest, it requires a simple registration and sets interface, establishes a good information, expresses their own mood that contributes to letting other potential customers or users to understanding more information about the moderators (Silva et al. 2013, p. 123). Instagram can be utilized in IMC by:1 using appropriate hash rage tags to ensure users can search for a business. 2 is utilizing a spokesperson who has a lot of follows to promote your business through an upload, hash tag or reference. 3 Interacting with users through comments, photo uploading competitions & encouraging sharing (Chaffey & Smith pg. 271). Comparing with Pinterest and Tumblr, e-retailer can use Instagram to promote their products. Meanwhile, thanks to the simple and useful design, the retailer can easily get feedback from the audience on what they like (Chen & Xie, 2008).


Tumblr is a microblog tool, it can publish short text, image, video and some audio posts. The Tumblr will replace some social media which can only share images. Users can publish content is similar to the blogs, but the feature of Tumblr is more interactions between the followers and the user. Users can share or publish the showcase photography, painting and art (Marquart 2010, pp. 70-71). Tumblr can be used by the IMC 1, adverting or recommendations on the page. 2 Creating knowledge and a fan base of a topic through appealing photography. 3 link the other social media.4 encouraging users to follow their posts (Chaffey & Smith p, 271). Comparing with the Pinterest, the main difference is that Pinterest is more of a visual social bookmarking tool rather than a microblog application. Besides, Tumblr is easier to navigate due to its minimalistic approach with its single column design. Pinterest looks more complicated with five columns on a page (Chang, Tang, Inagaki & Liu, 2014).

  1. Using Google Analytics for Improving Library Website Content and Design: A Case Study ——-Base on the case of RNLL’s Use of Google Analytics

Rutgers-Newark Law Library (RNLL) uses the Google analytics to improve design and content of library design. Base on the case study we can know that RNLL use Google analytics to track the visitor’s behaviors, and to discover the motivations behind their information-seeking. According to the features of Google Analytical: Easy installation and powerful search function. RNLL can essay obtain the visitors information by google analytics, such as where visitors came from, what pages they visited, how long they stayed on each page, how deep into the site they navigated, where their visits ended, and where they went from there. And then use the Google analytical to analyze the data, because Google Analytics provides an excellent analytic solution, it include keyword comparison, visualized summaries, trend reporting, defined funnel navigation, site overlay, visitor segmentation, and data export. It will assist people to understand the complex statistical data simpler and easier. Google Analytical can tell us how many visitors had visited our website, how many pages they had viewed, how many of them were new visitors or returning visitors, where they were coming from and which website. By analyzing the data from Google Analytics, It provided powerful evidence, RNLL made changes to the website and compared web usage data from before and after the changes, RNLL will improve the website in several ways based on the google analytical provide information (Fang,2007).


Chaffey, D & Smith, PR 2013, E-Marketing Excellence: Planning and Optimizing your Digital performance, 4th edn, Butterworth Heinemann/Elsevier, USA, New York

Chen, Y & Xie, J 2008, ‘Online consumer review: word-of-mouth as a new element of marketing communication mix’, Management Science, vol. 54, no. 3, pp. 477-479.

Chang, Y., Tang, L., Inagaki, Y., & Liu, Y. (2014). What is Tumblr: A Statistical Overview and Comparison. arXiv preprint arXiv:1403.5206.

Duggan, M., & Brenner, J. (2013). The demographics of social media users, 2012 (Vol. 14). Washington, DC: Pew Research Center’s Internet & American Life Project.

Hall, C., & Zarro, M. (2012). Social curation on the website Pinterest. com.proceedings of the American Society for Information Science and Technology, 49(1), 1-9

Fang, W. (2007). Using google analytics for improving library website content and design: a case study.

Silva, TH, Melo, PO, Almeida, JM, Salles, J & Loureiro, AA 2013, May,’A picture of Instagram is worth more than a thousand words: Workload characterization and application’ In Distributed Computing in Sensor Systems, 123. (DCOSS), 2013 IEEE International Conference, p. 123.

Analyze Tripadvisor, Trivago, and

YouTube video address

The weekly blog is to analyze the four companies’ (Tripadvisor, Trivago,, website traffic, product offering, target market and the financial report, in order to help the customer to choose a hotel.

1.Analyze site traffic for each site (use

In this part, based on the data from the to analyze the world website traffic rank graph in a year and daily visitor’s country map, to understand which company’s website is the most popular and the highest utilization rate.

According to the graph, we can see that Tripadvisor’s website traffic rank decrease from 196 to 240 during the September to December. But it is showing an upward trend since January. In July reached the peak 176 (Alexa,2014).

trpadvisorThe graph shows that the highest ranking of Trivago’s website traffic is 4.5k in July. Trivago’s website traffic rank increase from January 15k to July 4.5k. The other picture show that 63.2% visitors come from the United States, 4.7% visitors come from the United Kingdom (Alexa,2014).

trivago vistors trivago

Based on the graph show that reached the peak in July and rank 80. And we can find that is the most widely used among these four companies. Approximately 45 countries use the (Alexa,2014).

bookinbooking vistors

Wotif’s website traffic rank reached the highest point in January and June, about 9k. The visitors country map show that Wotif’s has 60.4% from Australia, and 6% come from New Zealand (Alexa,2014).

wotif wotif vistors

2. Analyze the product offering of each site.

Tripadvisor is mainly to provide the product for the customer includes the travel products and services. For example, help the client to book the flight ticket, hotel, and tour package, restaurant. Besides TripAdvisor’s travel directory is to provide the top travel sites for the consumer (Tripadvisor,2014). Trivago main product is provided by the hotel price comparison. The site compares hotel prices as well as aspects of the hotel experience. It can assist the customer to choose the cheapest hotel (Trivago,2014). is the world’s number one accommodation. The lists provide travelers with an inspirational trip-planning tool of crowd-sourced favorite properties based on accommodation, region and traveler types, include the accommodation type, region, and traveler type (,2014). is an Australia’s favorite online travel website. The product includes the accommodation, flights, packages and rentals Wotif. (Wotif,2014).

3. Analyze the possible target markets for each site and highlight the differences

Tripadvisor will research and development the App function is to satisfy more and more App users, because according to the research only 15% of TripAdvisor’s total traffic is using the original display (Guestcentric,2014)., so the Tripadvisor’s possible target markets is to expand the App users. On the other hand, attract the more target audience from the social media, and expand the international presence and increasing hotel shoppers. Trivago’s possible target market is to develop some new visitors from other target travel sites, and non-travel sites (Lincoln,2013)., in terms of target market will develop the females, because there is more frequents visitor of the site as compared to males (,2014). hope to design a musical film clip aim to target the online population of travelers. that hopes to resonate in the mind of its consumers to provoke the need for travel (Joshua,2014).

4. Analysis the MINT to get relevant financial data about the company and sources

1 2 3 4

According to the financial data we can see that and Tripadvisor’s total asset are higher in these four companies, at 2718 million dollars in 2012 and Tripadvisor’s total asset is 1473million dollar in 2012. It is shown that total assets are higher, the company’s total assets turnover faster. And then analyze shareholder funds showing that, Tripadvisor and Trivago’s shareholder funds are increasing from 2010 to 2012, among’s shareholder funds are the highest. But’s shareholder funds are decreasing from 2010 to 2012.

5. How the customer choose hotels.

According to the survey show that affects the customer choose hotels normally based on the several factors. The most important factor is location of the hotel. The customer is more careful about that whether or not the location is convenient, followed by price and past experience (,2014). Besides, personal preference, the product and service also are an important factor to affect customer decision making. Base on the analysis customer is more preferable to choose booking,com and Tripadvisor.


Alexa. (2014). Alexa. Retrieved from (2014). Booking.Com reveals the world’s best properties based on verified reviews – introducing the best of booking’s best. Retrieved from—introducing-the-best-of-bookings-best1/ (2014). Booking. Retrieved from (2014). How Guests Select Hotels Around the World – Global Results | Market Metrix. Retrieved 5 September 2014, from:

Guestcentric. (2014). TripAdvisor tripconnect helps hoteliers cut dependency on booking intermediaries. Retrieved from

Han, Y. (2013). E-marketing paper: v.s. Retrieved from

Joshua, D.P. (2014). Wotif has travellers tuned in. Retrieved from

Lincoln, M. (2013). Trivago—early days of the big USA push. Retrieved from

Linda, N. (2012). Important tools and tips for the hospitality industry: TripAdvisor. Retrieved from

Tripadvisor. (2014). Tripadvisor. Retrieved from (2014). Who we are. Retrieved 5 September 2014, from: 

TripAdvisor Inc. (2013). TripAdvisor’s Meta display results and global expansion boost user growth. Retrieved from (2014). Who we are. Retrieved 5 September 2014, from:

Wotif. (2014). Wotif. Retrieved from




Analysis the two different business and provide an example for each?

What is the business model?

The business model is kind of tools that containing a series of elements and some relations of concept. It describes that how an organization provide the customer values and the internal structure of organization, partner network, relationship capital in order to achieve the goal of sustainable profitability (Hedman & Kalling, 2003).

Type of business models

There are four most common business models include business to business (B2B), Business to Consumer(B2C), Consumer to Business(C2B) and Consumer to Consumer(C2C) (C2C versus B2C, 2000).

Analysis the two different business and provide an example for each?

In this mini report will use the Amazon and EBay as an example to analysis the two different business. It is well know that the amazon and EBay are two popular sites for online shopping, but amazon and eBay use the different business to achieve the purpose of profit. Firstly, amazon’s business model is B2C, it was the largest online retailer in the world. The definition of amazon’s lines of business as online retail, internet services and the kindle ecosystem (Noren, 2013). Amazon transactions conducted directly between a company and consumers who are the end-users of its products or services. However, eBay’s business model is C2C, so eBay is not an online store, it is an auction site, and actually it do not sell anything. EBay is a site where people go to buy and sell their stuff (Noren, 2013).

Secondly, because of amazon is a store, so it was regulated by the law. Amazon is required to provide some level service and warranties to the customer (Noreen, 2013). For example, consumer can return the product when the customer are not satisfied with the product. Due to the different business models, eBay is not legally bound to compensate the consumer (Noren, 2013). Because the customers are basically dealing with another person, not deal with the site itself.

Thirdly, amazon as an online retail, generally they sell product are brand new, and the products carry the warranties (Noren, 2013). But the products that are being sold on eBay are usually old, or the owner likes to sell. EBay do not have the same level assurance with amazon


There are third differences between B2C and C2C. Firstly, B2C is a retail and C2C normally is a site. Secondly, B2C was regulated by the law and C2C was not. Thirdly, B2C’s products are brand new and carry the warranties and C2C’s products basically are old.

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Analysis website base on 5IS

Using the 5 I S (identification, interaction, integrity, integration, individualization) to compare the website between the Amazon and EBay. According to the picture show that these two website’s homepage are very clearly and detailed. The website of Amazon and EBay has the same situation of identification, integration, individualization, but the difference between them in the interaction and integrity. The Amazon pay more attention to the organization integrity, because more than is the case with traditional marketing, the customers of a one to one relationship marketer must collaborate with the enterprise, and this means the enterprise must secure the trust of its customers (Peppers, & Rogers, 2002). So integrity is indispensable to the marketer. The EBay is more love to interact with the customer.


Difference between net. Difference Between eBay and Amazon. Retrieved from

Hedman, J., & Kalling, T. (2003). The business model concept: theoretical underpinnings and empirical illustrations. European Journal of Information Systems12(1), 49-59.

Noren, E.(2013). Analysis of the Amazon Business Model: Retailer, Service Provider, and Hardware Innovator Retrieved from

Peppers, D., & Rogers, M. (2002). The One to One Manager: Real-World Lessons in Customer Relationship Management. Random House LLC Retrieved from

Oh, W. (2002). C2C versus B2C: A comparison of the winner’s curse in two types of electronic auctions. International Journal of Electronic Commerce,6, 115-138.