Chaffey’s Channels
6 Key digital marketing tactics from Dave Chaffey’s Digital Marketing Strategy, Implementation and Practice (6th edition, 2015)
By utilising the model above, Cineworld’s website can be broken down and analysed in detail. When you type in ‘Cinema’ into a search engine one of the top links is to Cineworld’s website. When a booking is made by a customer they will receive a confirmation email. This can be read offline once it has been downloaded. The user can discover links to the company’s social media pages by navigating through the website which promotes audience participation.
Layout and Design
Due to Cineworld not targeting one single demographic, the website (below) should be easy to navigate so that people who are inexperienced with the website can use it effectively. The layout of the buttons goes from left to right. The ‘most clicked’ button (‘what’s on’) is on the far left. In an English speaking country we read from left to right which makes it an ideal place to have this button.
The more experienced Cineworld customers are more likely to understand what the other buttons are and are more likely to be interested in ‘IMAX’ or ‘4DX’.
The layout and design of this website is effective in delivering information to its many target audiences. The poster of the latest movies is displayed across the home page of the website. This poster changes every few seconds, to display other new movies as well as any special offers that are presently.
Cineworld Group PLC – Main competitors
AMC Entertainment Holdings, Inc
Parent company to ODEON Cinemas. This subsidiary of AMC Entertainment Holdings, Inc. is a direct competitor of Cineworld cinemas in the UK.
The website is very similar to that of Cineworld cinemas in that it had buttons along the top of the homepage. It differs by having less buttons, but also by choosing to have a ‘cinemas’ button first. Another similarity is that the poster of the latest movies is displayed across the majority of the homepage.
The website is very dark in comparison with the Cineworld website. The company have also chosen to have the ‘what’s on’ button first at the top of the page. another similarity is the large poster displayed across the majority of the website which changes every few seconds to advertise other new movies as well as current special offers.
The customer journey
The website allows even the least experienced user a simple way to book tickets to whichever movie they wish to see. The customer journey can be completed in two ways on the website. The Fastest way is very straightforward and can be completed in 10 clicks. If the customer knows exactly the time and date they are looking for, a booking can be completed in a little as a minute (clicks demonstrated below).
Homepage > ‘book now’ (movie poster displayed) > (film title page) ‘Book now’ > ‘choose location’ drop-down box > selecting a time > ‘members login page’ (or ‘continue without logging in’) > ‘select quantity of tickets’ > ‘seat selection’ > continue with selected seats’ > enter personal details > proceed to payment.
One important ‘touch-point’ throughout this customer journey is the confirmation email that the customer should receive after payment. The effect of this ‘touch-point’ is a sense of security that the payment was successful and that the company is aware of their booking.
The second customer journey that a potential customer may take is the process of deciding on what movie they would like to watch.
To access this part of the website, the user needs to scroll down at the homepage. There are many ways here for the user to make a decision on what movie they wish to find out more information on.
The customer is able to view movies that are ‘coming soon’. Information can be found on movies that are ‘now booking’. In either of these sub-sections, the user can refine their search by movie genre by clicking on headings such as ‘IMAX’ or ‘Family’.
References
Dun and Banstead, Inc. (2018), [Online], http://www.hoovers.com/, [Accessed 10/12/2018]
6 Key digital marketing tactics from Dave Chaffey’s Digital Marketing Strategy, Implementation and Practice (6th edition, 2015)
