ADVERTISING FUNNEL PROPOSAL FOR STEAKHOUSE BUSINESSES: A PROSPECTIVE DIGITAL MARKETING APPROACH

Combining actual digitalization practices with literature, this study aims to present a framework for the digital marketing processes of a steakhouse business. The framework is described as a digital advertising funnel model as it moves from a general customer group to a specialized customer group. The strategy proposed in the study is based on a sequential hierarchy of advertisements on Facebook, Instagram and website with keywords generated via Google Ads platforms. In the first stage, brand awareness and outreach ads aim to reach large audiences, followed by increasing engagement by identifying specific target audiences. Then, with traffic and engagement ads, customers are directed to campaigns, product coupons, and converting ads. This study offers a framework to increase customer engagement by providing a roadmap for digital marketing processes for steakhouse enterprises.