Read the case study below and answer the questions that follow. Woolworths online sales jump 48% during 2022 half-year Woolworths Group said that while its supermarket stores continued to be impacted by COVID-19 lockdowns during the first half of the 2022 financial year, it resulted in a large customer shift towards its e-commerce platforms. This shift is reflected in the retail grocery giant's latest half-year results, with the company reporting group e-commerce sales jumped 48% year-on-year. E-commerce sales penetration grew from 8.1% to 11.6% and average weekly traffic to group digital platforms jumped by 30.5%. "While the far-reaching impacts of COVID resulted in one of the most challenging halves we have experienced, we ended H1 strongly with positive trading momentum and helped our customers enjoy a much-needed Christmas celebration and festive holiday season," Woolworths Group CEO Brad Banducci said. Group sales came in 8% higher year-on-year for the period ended 2 January 2022. "Approximately 90% of e-commerce sales were fulfilled by the Woolworths supermarket network," the company said. Woolworths also noted its WooliesX business saw "record visits" to its digital platforms driven by higher app usage. Active weekly app users were up 50% in December versus the prior year, while its Everyday Rewards App reached over one million weekly active users in Q2. By the end of the half, there were 13.3 million registered Everyday Rewards members. _________________________________________________________________________ QUESTION ONE [40] 1.1. Explain the concept of a digital marketplace and how Woolworths can maximise the range of marketing activities or operating processes needed to support acquiring new customers through communicating with them on third-party websites and social media, attracting them to its company website, converting website visits into sales and then using online media to encourage further sales. (15) 1.2. Discuss the role of Paid, Owned and Earned Media in Digital Marketing and how it can be used by Woolworths to further increase growth in the online sector. (10) 1.3. The online marketplace is complex and dynamic. Woolworths needs to carefully analyse the marketplace in relation to other retailers. Understanding Woolworths environment is a key part of situation analysis and is essential when devising a digital marketing strategy. Discuss 3 factors that Woolworths needs to analyse when devising a digital marketing strategy. (15)