This report is based on analysis of digital marketing strategies of two brands, one is Place Clothing brand and another one is Engine Clothing brand. Engine brand is in Pakistan, which rapidly growing in the digital marketing field. Engine brand has been successful since the beginning of its journey in digital marketing. On the other hand, Place brand is not successful in digital marketing as it failed to differentiate the target market. This report will explain the reasons behind the failure of Place brand in the digital market along with describing the target market. Moreover, use of Facebook, Instagram strategies digitally will be explained for Engine brand. Third social media Twitter is chosen to demonstrate the strategy to attract more customers. Moreover, a few images of digital platforms will be provided for practical demonstration.
Place brand, a local clothing brand in Pakistan does not have a website of its own; however, this brand was launched in the year 2010. Place brand has 3 branches in Pakistan and most of the people in Pakistan do not know about this clothing brand. Place brand mainly focuses on kid’s clothing and men’s wears.
Place brand has not given priority in digital marketing, though it has Facebook page since the beginning. Place brand does not spend more on marketing. Internet media is now a cost-effective way to market the brand and to reach a large number of people. Place brand does not use other social media pages like Twitter, YouTube and Instagram. Social media presence and digital presence gives the brand a visibility and customers can easily find the products that the brand offers. Moreover, Digital media provides the brand image for the company and credibility of the brand increases with digital marketing.
In addition, Place brand needs to understand the target market and it should target the specific market in digital media. Lack of market campaigns on social media is another reason for being unsuccessful. Lack of digital presence makes the brand unsuccessful in digital marketing. Place brand does not have PR team that would answer the queries of customers and on e-commerce websites; people cannot find their clothing items also.
Place brand is at Karim Block, Lahore in Pakistan and it has local customers. Place brand has two other stores in different cities. On social media pages, Place brand needs to identify ideal customers and ideal customers are local people of Pakistan who wear fashion clothing. First step to identify the target customer digitally is by understanding selling points and analyse the existing audience. Second step is to use CRM software for the brand in order to identify customer demographics and purchase pattern. Place brand partners with marketing firms for primary research. Last step is to understand customer concerns. In the last stage, Place brand needs to make a website with a domain name that would increase the credibility from the perspective of customers. Place brand offers fashion clothing and apparels for mainly kids and men. The target customers of the brand could be young generation and men who lives near Lahore and other places near outlets of Place brand.
Mainly, men are the target audience of Place brand who live metropolitan cities of Pakistan. Using Facebook, Place brand can use Facebook Ads Manager as it helps to reach the target audiences and find out people near the stores. Place brand has small audience group, Facebook paid advertisement can help Place brand to expand the target market. Online behaviour of the customers can be judged by the PR team (Carter 2011). If PR can understand when the customers spend more time on Facebook and other social media, PR team can post images and discounts on that time. Rapid increase of using of mobile internet subscription has boosted the use of social media (17.6 million as of June, 2017). In case of Facebook, Pakistan have more than 17 million user accounts. Pakistani people are also using Twitter and more than 280 million people remain active on Twitter daily (Banister and Hogg 2016). Pakistani men blend eastern and western style which creates unique effect. Pakistani fashion industry is now renowned in the world. Dressing stylish and fashionable to enhance ones personality should be preferred. The colors and styles should be age appropriate too.
Engine brand is a famous Pakistani fashion brand that has many stores all over the Pakistan. Engine brand offers men, women clothing items and all year round they give sale in an online platform. Facebook has the largest users than any other social media network and it can give the best profitability (Ifinedo 2016).
The first step is to set objectives for the organisation as Facebook marketing goals. These goals can provide awareness about the organisation to grab new likes to the page. Engine brand needs to make a loyal and engaged community that likes the posts and images of the brand on Facebook. Engine brand can ensure the use of engagement metrics like PTAT (People Talking About This). Through Facebook, Engine brand can showcase the previous works and presents discounts that would engage customers and users. Engine brand can use Facebook as a lead generator.
Engine brand needs to research the target market and PR team can find out the time when target markets spend maximum time on Facebook. Facebook demographic helps to get more information about target market (Chimpanzi 2014). Engine brand can research about the competition and the new strategies that they are taking.
Engine brand needs to design the Facebook experience as the customers want to notice something unique from the brand. Engine brand can set up the editorial calendar about when to post and Engine brand needs to be more regular with posting. While sending emails, Engine brand can provide a link to the Facebook page and on the official website, they must provide a Facebook link to connect.
The last step is about to measure the progress on Facebook strategy through seeing the insights of customer engagement (Likes, comments, clicks and Share). Facebook is cost-effective and Engine brand can make a plan for giving Facebook advertisements through attractive contents, images, videos and messages that can generate positive engagement from users.
As stated by Saat and Selamat (2014), Media Richness Theory explains the communication medium to produce the information. Moreover, the primary driver of any communication is the message that it provides with interpreted data. Facebook is a grand medium that can produce rich communication of all types, videos, images, texts and voice also. Engine brand must provide real-time engaging posts taking help of Facebook advertisements; they can gather more active users that may lead to having more customers.
Engine brand is in fashion clothing market and it needs to implement Instagram digital media to attract more customers about their new design and creation. Instagram has 700 million active monthly users from all over the world (Ryan 2016).
Engine Brand first needs to determine the purpose of using the Instagram platform. Instagram allows mainly the users visual sharing. Moreover, Instagram provides the feel of on-the-moment capturing and fashion can share the culture of people at its best. Instagram is mainly mobile-based app and Engine brand can share mobile capturing and users can relate to this with the brand image.
PR team of Engine brand can make Instagram content based on target audience with objectives. It is needed to build the themes with determining products and services. Engine brand needs to brainstorm the idea of Instagram contents that can allure more customers.
Engine brand can use an Instagram analytic tool such as Sprout Social and it gives the benefit of engaging the people with Instagram auditing. As it is a photo-sharing app, it is needed to publish engaging photos and videos related dresses and fashions.
Moreover, in using Instagram, Engine brand can use the strategy of respond to everyoneand it helps the brand to engage more people. The video and image must be high-quality level. Engine brand can use Hyperlapse, Layout and Boomerang to make these more attractive. Instagram is a direct channel and Engine brand can send private message to the users to resolve any issue.
According to Labrecque (2014), Parasocial Interaction Theory is about interpersonal communication and the media effects on the individual. It states that media contents must attract the users and Engine brand’s contents must enthral the customers. Instagram will give the benefits to display individual’s culture and fashion through videos and images.
Engine brand can use Twitter as third social media platform as a digital marketing strategy. Twitter generates leads, build awareness, build community, create a positive opinion and build thought leadership (Mullins and Walker 2013).
Engine brand needs to listen strategically to the customers’ desires as it gives awareness of new items and dresses to the people. It provides customer support to the team that provides community engagement
Engine brand needs to decide that Twitter can fit into the digital marketing taking consideration of traffic, conversions and sales. Twitter can increase the traffic to the website. On Facebook, Engine brand can promote the Twitter page.
Engine brand can use a tool like Followerwonk and SocialBro to identify the target audiences. Moreover, the marketing style of the hashtag can generate more leads to Twitter page. With the help of Twitter, Engine brand can use this as full advantage by giving the advertisements, ‘promoted tweets’ and ‘promoted accounts’.
Engine brand needs to understand the best times for Tweeting that can engage more customers with best content ideas that suit the culture and fashion sense of Pakistani people. Most importantly repeat tweets can get up to 86% of performance of initial tweet. Joining conversation will engage more people on single post.
As opined by Ifinedo (2016), Gratifications Theory is about understanding the people and understands the reasons behind seeking specific media to gratify the needs of the people. Twitter will give the advantage to have an audience-centred approach to Engine brand as audiences are not passive consumers.
Conclusion
In this report, the reasons behind the failure of Place brand have been identified and implementation of social media policies has been discussed. It has been observed that Place brand has been facing challenges from digital marketing as PR team cannot understand the exact strategies to be taken. The PR team of Place brand is not wise enough to resolve the issues of a digital platform. The wrong selection of communication medium and poor contents on social media pages are main reasons behind this.
Reference List
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Carter, B. 2011. Digital marketing for dummies. Chichester: John Wiley & Sons. Accessed on 21 September 2017, Viewed at: https://as.wiley.com/WileyCDA/WileyTitle/productCd-1119235596.html
Chimhanzi, J., 2014. The impact of marketing/HR interactions on marketing strategy implementation. European Journal of Marketing, 38(1/2), pp.73-98. Accessed on 21 September 2017,Viewed at: https://www.emeraldinsight.com/doi/abs/10.1108/03090560410511131
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Mullins, J. and Walker, O. 2013. Marketing management. New York: McGraw-Hill. Accessed on 21 September 2017,Viewed at: https://trove.nla.gov.au/work/19372088
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Saat, R.M. and Selamat, M.H., 2014. An examination of consumer’s attitude towards corporate social responsibility (CSR) web communication using media richness theory. Procedia-Social and Behavioral Sciences, 155, pp.392-397. Accessed on 21 September 2017,Viewed at: https://www.sciencedirect.com/science/article/pii/S1877042814057772
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