It is certain that rapid development of technology changed the business sector by giving people a way out of every challenge in business. Due to the advancement of technology, digital media gained a huge popularity in the corporate or any business sector (Royle and Laing 2014). Digital marketing trends on social channels, even in stores, are changing the way the beauty industry communicate and attract customers. In order to increase customer engagement, the brand should let their consumers know about the products and services. The customers should also have the opportunity to explore the products that Amorespecifc offers. Traditional techniques such as search engine obtain less information from the visual elements than from text, so that the brand need some skills to ensure that visuals help the firm to find the content. Thereby, by adopting digital marketing techniques, Amorespecific can obtain the following business opportunities.
Opportunity of increasing brand awareness- Brand awareness is a significant business aspect that firm must need to consider; if brand awareness is high, consumer engagement would increase. Social media in digital marketing remains as the most cost-effective technique utilized to syndicate content as well as maximize the business visibility. Here, by carrying out a social media strategy, Amorespecific would greatly increase the brand recognition, as it will be engaged with a broad customer base. For example, if Amorespecific generates a video featuring brands products and services in detail and share the video on social media tools like Facebook and YouTube, millions of people will get to know about the brand and its products. When people start interacting with the content, the practice increases the brand awareness and builds the reputation as a developed business.
Opportunity of satisfying or meeting customer needs- Customer satisfaction, which is again related to increased consumer engagement. As put forward by Chaffey and Ellis-Chadwick (2016), customers appreciate knowing the fact that when they post comments on pages, they receive a personalized response instead of an automated message. Thereby, through digital media channels, customer service department of Amorespecific can acknowledge each comment, which certain indicates that the brand is attentive towards the visitor’s needs and seek to provide the best experience.
Enhanced brand loyalty- The major goal of Amorespecific is to build a large loyal customer base, which does not interfere the customer engagement. So, customer satisfaction as well as brand loyalty goes hand in hand; thereby, it is essential to regularly involve with the customers and start developing a rapport with them (Ryan 2016). Here, Amorespecific is not just limited to introduce its products and promotional campaigns through digital media. Consumers consider these digital channels as the service channels, where they have the opportunities to directly interact with the businesses.
More ad blockers- As put forward by Taken Smith (2012), the use of blocking software is rapidly growing and the people who are using those blockers would soon be the minority. This brings a significant challenge for Amorespecific, as after the use of digital techniques, the firm is going to have a hard time in getting consumers to even see its ads.
Budget- Even though, the firm might gain benefits using digital marketing techniques, the budget for implementation of the techniques might not provide the desired ROI (Return on Investment). The competition is increasing than ever for digital advertising and some channels like Google, Facebook are maximizing the price with demand. Particularly, for competitive niches, Amorespecific has to make large investment in the coming years.
Cluttered market- With the development of internet technology, there are billions of websites are restricted in a number of niches and it could be difficult for Amorespecific to stand amongst the rest. Hence, SEO provide a way to help the brand to go to the top, but the firm must have to find ways to provide unique as well as valuable content.
It is certain that rapid growth in the digital environment supported by technology influence the consumer behavior of the consumers to a great extent. The consumers in the beauty industry are always curious or skeptical about benefits and losses of the beauty products, as a small packet of product item does not provide adequate information and instruction. However, the development of internet provided a new channels for the consumers and brands to interact and it provides customers with more choices, power and influence (Tiag and Veríssimo 2014). Due to the increased use of internet, customers now have increased control of media consumption than even before.
Particularly, the mobile devices drive the majority of global internet traffic and digital media platforms have now become conversional hubs where the information of the products and experiences are shared and exchanged among the consumers. As put forward by Lamberton and Stephen (2016) 44% US beauty shoppers mentioned that friends, coworkers, acquaintance and families on social media are the major source for influence for cosmetic and skincare products purchases. Amorespecific provides detail of information about the products, services on its websites, social blogs and all owned digital media channels, and as the customers have the access to internet, they could easily access the information within a minute. Moreover, amorespecific’s leading outlets for online beauty purchases, which enable the consumers rely heavily on the reviews on digital media platforms before buying the items.
Moreover, the consumers of Amorespecific are more prone to pay attention to the content in the reviews instead of star ratings on the reviews. In addition, it has also been identified that Korean customers are confident mobile shoppers and on a frequent basis, they buy beauty products from Amorespecific on some particular social platforms like “WeChat” and “Weibo”. As put forward by Shen and Bissell (2013) winning the digital media game with the best reviews for an international beauty products remains crucial for Amorespecifc in South Korean market. Due to the advancement in the digital environment, the consumers in the beauty segment spend from one third to nearly one-half of their money on their cosmetic products. A study conducted by Kim and Ko (2012), the consumers who like personal services go online repeat purchase and in the survey provided in the study reveals that almost 73% of the consumers mentioned that they go online for in-depth information for beauty products on a regular basis compared to book and music lovers. This finding indicates that such consumers are rapidly overcoming the feeling that they want to experience beauty products personally. As put forward by Young (2014), beauty is a widely popular context in the social media, with YouTube and Facebook leading the game. This means the fans of skincare, hair and other beauty products tend to share tips and reviews as well as review products or post the picture of themselves applying the products.
Certainly, being present on YouTube, Pinterest and Instagram among other brands is absolute action that Amorespecific needs to do in today’s competitive environment. However, to keep up in the beauty product industry, it is significant to choose particular channels or tools that provide the brand with increasing traffic. The following are some of the significant digital communication tools that help Amorespecific to reach customers of large platform and increase customer engagement.
Smartphone App: Use of mobile marketing is rapidly increasing due to the easy access to internet and advancement hardware technologies. In order to remain in touch with the consumers for 24X7, Amorespecific could launch a Smartphone app called- “Amorappy” through which, the brand can send information such as new arrival of products, products guidance, inspiring short story for makeovers and beauty ideas.
The Smartphone app could be a suitable digital communication tool because people do not have time to open up laptop at home to go to the website or social media channels to access the information. Moreover, not all customers carry their laptop wherever they go but mobile device will always remain as an exception in this case. In addition, people often remain busy with their work-life, and they do not make any schedule of surfing internet. Thereby, through this Smartphone app, the brand can give reminder to the consumers about offers and deals. Whenever, they unlock screen of their mobile device, notification pops up.
Instagram- Instagram is another significant digital communication tool, which rapidly increases customer engagement. Young adults of each nation are widely involved in Instagram sharing photos and videos. Amorespecific could provide the latest updates in the form of videos and photos on Instagram. The number of likes and shares help to learn the number of people in the wide market know about Amorespecific.
Instagram could be an useful digital communication tool for Amorespecific because the brand could easily interact with the consumers. Millions of people regularly visit Instagram to check new updates. If the brand shares the posts about its products and services on a regular basis, the actions will stick in customer’s mind and next time when they will go to purchase a product, Amorespecific comes in their mind. Similarly, the customer engagement increases.
Open Blog- Blog is certainly a significant digital communication tool holds a speedy reach. An open blogs provide information about the products, guidelines, inspiring story of an individual who has been benefitted from using the products (Malthouse et al. 2013). Whenever, the consumers visit the website, they can see new posts- such as photos, videos of some using the products in the blog. This communication tool is effective for Amorespecific, as in such competitive environment, to attract customers, the brand needs to engage the customers with new stories and facts about the products. Access to such stories and information can be possible through digital media channels.
In order to implement digital media tools into the businesses, the firm needs to make changes in the marketing mix (Holliman and Rowley 2014). The following are some of the elements of marketing mix that should be implemented considering the recommended digital marketing tools.
Products/Service- As digital marketing tools have access to the large platform, Amorespecific needs to display all their products in the digital media channels. In the proposed Smartphone app, all categories of products should be presented.
Price- The implementation of digital marketing techniques requires a big budget, which means the firm cannot use the same or existing pricing strategies for its products. If the customers in the global environment show the interest pricing strategy should not be similar to domestic market price. The firm could use competitive pricing strategy, where it could maximize the price of the products so that other brands in the sector face the competition.
Promotion- For promoting the products in digital environment, the proposed digital communication tools would play a great role but the firm needs to focus on other social media tools where millions of users are active regularly. For example, a Share of products on Facebook, advertisement on some large video and audio streaming applications may prove to be effective to promote the products and services.
Place- Online selling practice such as e-commerce has been a growing trend in all business industries. Thus, Amorespecific could place its products in online selling channels or directly to some large e-commerce vendors. In addition, the proposed “Amorappy”-Smartphone application remains as an effective distribution channel where the consumers can directly purchase the products.
People- Existing organizational members, distributors and suppliers are the people who would be coordinating with the new digital marketing techniques.
Physical Evidence-In order to create physical evidence, the firm needs to develop its website in a sophisticated way where the visitors receive all information they require before purchasing the products. In addition, the suggested mobile application app should be designed in an innovative way where the customers can see all information easily.
Increasing exposure- When a brand is using several channels for marketing its products and service, each channel provides separate revenue to the firm. Moreover, brand popularity in each channel can be measured separately. The firm can measure the particular channel being more responsive to the activities conducted in the channels.
Increase of revenue-As discussed in the previous section, the major advantage of adopting a multi-channel approach is the increase of revenue. When the ways of reaching consumers are available, the sources of revenue can also be considered with the ways. For example, the marketing activities on Instagram create a different and large customer base, which certainly provides a significant return on investment.
Wider reach- Use of different marketing channels provides wider reach and makes the business potentially visible to new customer segment. The channels could provide the brand with a series of analytics to create the impact, which should be accurately measured. For example, the firm could target the Asian customers observing the responses recorded on Instagram.
Customer engagement- Multi-channels marketing could enable Amorespecific to engage with an audience on a regular basis. Hence, such communication not only supplements the potential marketing message and creates more insight into the culture of the firm. For instance, a regular comment on the post of Instagram creates a more personalized face; thereby, this can be invaluable in developing the customer base.
In today’s digital environment, the digital-first age customers are rapidly inclined to shop for beauty products knowing the fact that they can easily return purchased products if they do not like the products. Following are the elements of a proper digital marketing plan.
Customer segment- As digital marketing has wider reach, it focuses on the people both male and female failing under the age category between 15 years to 35 years of all major nations.
Objectives
Lead generation- The use of digital media tools such as chosen Instagram and digital marketing tools would help to measure customer responses in terms of products, instruction of use, etc. The firm needs to measure the growth of sales occurred to due to the use of digital media tools.
Social media- Marketing on social media channels such as Facebook and YouTube would provide the track of users who hit “Like” and visited the websites, which would be compared to the sales recorded.
Website optimization- This would help to track the number of visitors on the website, number of customers who bought the products after visiting the website.
Summary of the co-ordination- Amorespecific has to keep a track of its offline activities and digital activities. For example, leads come from Instagram in digital media and Word of Mouth in conventional offline marketing should be separately tracked. If the responses from digital media is high compared to offline media, the digital media should be prioritized here.
The performance of digital marketing activities would be measured on the basis of the market survey, profitability and product demand. In the measurement process, the existing performance of Amorspecific would be compared with the performance achieved after the implementation of the implementation of the digital media marketing.
Market survey- The firm needs to develop a set of questions, which would be shared with the customers through the proposed digital media channels and some other channels such as Facebook, questions on YouTube. Hence, the customers would be asked about how they get to know about the products, what new element they expect in digital media platform and other relevant questions. This survey would also reveal the changes required in the digital media marketing strategies.
Profitability- The profitability would be measured on the basis of existing profit acquired by digital media and profit recorded after the implementation of digital marketing strategies.
The objectives of the organization is to make an increase in the sales and in order to make it happen, the organization has taken steps in order to make use of the customer involvement. The wide exposure of its products in the market will be helping the organization in maximizing its sales and the customer involvement through the creation of awareness. The organization has undertaken the digital marketing campaign in order to make the customers aware of their products. The target segments of customer are based on the market research that is undertaken by the company and thereby the marketing plan is developed on the research that was undertaken by the organization in the market.
The platforms that are being undertaken by the organization for the proper marketing of the products are based on the social awareness that the company is seeking to make. The most important step that is being undertaken by the organization is based on the requirements of the organization to make it products widely available in the international markets. The essential elements of the systems that are undertaken by the organization have helped in the promotional techniques of the organization in the market. The company has selected blogs and other social media platforms for the understanding of the different scopes of improvements and the marketing of the organization in the market. The target market of the organization has proposed an age limit that prefers the utilization of the cosmetics. Therefore, in order to make the age group aware of the products manufactured by the organization, digital marketing strategies are undertaken. The social media involvement of the organization will be helping in conveying the message to the target market. It has helped in the proper undertaking of the steps for the development of the market situation.
The objectives of the organization support the implementation of the digital marketing for the better functioning of the organization in the market. It has helped in making the target market aware of the products that are available in the market. The implementation of the strategies for undertaking the digital marketing is actually cost-effective. It helps in making the target market aware of the steps that are required for the better understanding of the different aspects of promotion. The most important step that is being undertaken by the organization is based on the criterion of making the products manufactured by the organization widely available in the market and thereby maximizes the sales.
References and Bibliography
AMOREPACIFIC. (2018). AMOREPACIFIC. [online] Available at: https://www.amorepacific.com/kr/ko/main.html [Accessed 31 Jan. 2018].
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall
Hoffman, D.L. and Fodor, M., 2010. Can you measure the ROI of your social media marketing?. MIT Sloan Management Review, 52(1), p.41.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
Järvinen, J., Tollinen, A., Karjaluoto, H. and Jayawardhena, C., 2012. Digital and social media marketing usage in b2b industrial section. Marketing Management Journal, 22(2).
Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), pp.1480-1486.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), pp.146-172.
Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E. and Zhang, M., 2013. Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), pp.270-280.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), pp.65-73.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Shen, B. and Bissell, K., 2013. Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19(5), pp.629-651.
Taken Smith, K., 2012. Longitudinal study of digital marketing strategies targeting Millennials. Journal of Consumer Marketing, 29(2), pp.86-92.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.
Wymbs, C., 2011. Digital marketing: The time for a new “academic major” has arrived. Journal of Marketing Education, 33(1), pp.93-106.
Young, A., 2014. Brand media strategy: Integrated communications planning in the digital era. Springer.
It is certain that rapid development of technology changed the business sector by giving people a way out of every challenge in business. Due to the advancement of technology, digital media gained a huge popularity in the corporate or any business sector (Royle and Laing 2014). Digital marketing trends on social channels, even in stores, are changing the way the beauty industry communicate and attract customers. In order to increase customer engagement, the brand should let their consumers know about the products and services. The customers should also have the opportunity to explore the products that Amorespecifc offers. Traditional techniques such as search engine obtain less information from the visual elements than from text, so that the brand need some skills to ensure that visuals help the firm to find the content. Thereby, by adopting digital marketing techniques, Amorespecific can obtain the following business opportunities.
Opportunity of increasing brand awareness- Brand awareness is a significant business aspect that firm must need to consider; if brand awareness is high, consumer engagement would increase. Social media in digital marketing remains as the most cost-effective technique utilized to syndicate content as well as maximize the business visibility. Here, by carrying out a social media strategy, Amorespecific would greatly increase the brand recognition, as it will be engaged with a broad customer base. For example, if Amorespecific generates a video featuring brands products and services in detail and share the video on social media tools like Facebook and YouTube, millions of people will get to know about the brand and its products. When people start interacting with the content, the practice increases the brand awareness and builds the reputation as a developed business.
Opportunity of satisfying or meeting customer needs- Customer satisfaction, which is again related to increased consumer engagement. As put forward by Chaffey and Ellis-Chadwick (2016), customers appreciate knowing the fact that when they post comments on pages, they receive a personalized response instead of an automated message. Thereby, through digital media channels, customer service department of Amorespecific can acknowledge each comment, which certain indicates that the brand is attentive towards the visitor’s needs and seek to provide the best experience.
Enhanced brand loyalty- The major goal of Amorespecific is to build a large loyal customer base, which does not interfere the customer engagement. So, customer satisfaction as well as brand loyalty goes hand in hand; thereby, it is essential to regularly involve with the customers and start developing a rapport with them (Ryan 2016). Here, Amorespecific is not just limited to introduce its products and promotional campaigns through digital media. Consumers consider these digital channels as the service channels, where they have the opportunities to directly interact with the businesses.
More ad blockers- As put forward by Taken Smith (2012), the use of blocking software is rapidly growing and the people who are using those blockers would soon be the minority. This brings a significant challenge for Amorespecific, as after the use of digital techniques, the firm is going to have a hard time in getting consumers to even see its ads.
Budget- Even though, the firm might gain benefits using digital marketing techniques, the budget for implementation of the techniques might not provide the desired ROI (Return on Investment). The competition is increasing than ever for digital advertising and some channels like Google, Facebook are maximizing the price with demand. Particularly, for competitive niches, Amorespecific has to make large investment in the coming years.
Cluttered market- With the development of internet technology, there are billions of websites are restricted in a number of niches and it could be difficult for Amorespecific to stand amongst the rest. Hence, SEO provide a way to help the brand to go to the top, but the firm must have to find ways to provide unique as well as valuable content.
It is certain that rapid growth in the digital environment supported by technology influence the consumer behavior of the consumers to a great extent. The consumers in the beauty industry are always curious or skeptical about benefits and losses of the beauty products, as a small packet of product item does not provide adequate information and instruction. However, the development of internet provided a new channels for the consumers and brands to interact and it provides customers with more choices, power and influence (Tiag and Veríssimo 2014). Due to the increased use of internet, customers now have increased control of media consumption than even before.
Particularly, the mobile devices drive the majority of global internet traffic and digital media platforms have now become conversional hubs where the information of the products and experiences are shared and exchanged among the consumers. As put forward by Lamberton and Stephen (2016) 44% US beauty shoppers mentioned that friends, coworkers, acquaintance and families on social media are the major source for influence for cosmetic and skincare products purchases. Amorespecific provides detail of information about the products, services on its websites, social blogs and all owned digital media channels, and as the customers have the access to internet, they could easily access the information within a minute. Moreover, amorespecific’s leading outlets for online beauty purchases, which enable the consumers rely heavily on the reviews on digital media platforms before buying the items.
Moreover, the consumers of Amorespecific are more prone to pay attention to the content in the reviews instead of star ratings on the reviews. In addition, it has also been identified that Korean customers are confident mobile shoppers and on a frequent basis, they buy beauty products from Amorespecific on some particular social platforms like “WeChat” and “Weibo”. As put forward by Shen and Bissell (2013) winning the digital media game with the best reviews for an international beauty products remains crucial for Amorespecifc in South Korean market. Due to the advancement in the digital environment, the consumers in the beauty segment spend from one third to nearly one-half of their money on their cosmetic products. A study conducted by Kim and Ko (2012), the consumers who like personal services go online repeat purchase and in the survey provided in the study reveals that almost 73% of the consumers mentioned that they go online for in-depth information for beauty products on a regular basis compared to book and music lovers. This finding indicates that such consumers are rapidly overcoming the feeling that they want to experience beauty products personally. As put forward by Young (2014), beauty is a widely popular context in the social media, with YouTube and Facebook leading the game. This means the fans of skincare, hair and other beauty products tend to share tips and reviews as well as review products or post the picture of themselves applying the products.
Certainly, being present on YouTube, Pinterest and Instagram among other brands is absolute action that Amorespecific needs to do in today’s competitive environment. However, to keep up in the beauty product industry, it is significant to choose particular channels or tools that provide the brand with increasing traffic. The following are some of the significant digital communication tools that help Amorespecific to reach customers of large platform and increase customer engagement.
Smartphone App: Use of mobile marketing is rapidly increasing due to the easy access to internet and advancement hardware technologies. In order to remain in touch with the consumers for 24X7, Amorespecific could launch a Smartphone app called- “Amorappy” through which, the brand can send information such as new arrival of products, products guidance, inspiring short story for makeovers and beauty ideas.
The Smartphone app could be a suitable digital communication tool because people do not have time to open up laptop at home to go to the website or social media channels to access the information. Moreover, not all customers carry their laptop wherever they go but mobile device will always remain as an exception in this case. In addition, people often remain busy with their work-life, and they do not make any schedule of surfing internet. Thereby, through this Smartphone app, the brand can give reminder to the consumers about offers and deals. Whenever, they unlock screen of their mobile device, notification pops up.
Instagram- Instagram is another significant digital communication tool, which rapidly increases customer engagement. Young adults of each nation are widely involved in Instagram sharing photos and videos. Amorespecific could provide the latest updates in the form of videos and photos on Instagram. The number of likes and shares help to learn the number of people in the wide market know about Amorespecific.
Instagram could be an useful digital communication tool for Amorespecific because the brand could easily interact with the consumers. Millions of people regularly visit Instagram to check new updates. If the brand shares the posts about its products and services on a regular basis, the actions will stick in customer’s mind and next time when they will go to purchase a product, Amorespecific comes in their mind. Similarly, the customer engagement increases.
Open Blog- Blog is certainly a significant digital communication tool holds a speedy reach. An open blogs provide information about the products, guidelines, inspiring story of an individual who has been benefitted from using the products (Malthouse et al. 2013). Whenever, the consumers visit the website, they can see new posts- such as photos, videos of some using the products in the blog. This communication tool is effective for Amorespecific, as in such competitive environment, to attract customers, the brand needs to engage the customers with new stories and facts about the products. Access to such stories and information can be possible through digital media channels.
In order to implement digital media tools into the businesses, the firm needs to make changes in the marketing mix (Holliman and Rowley 2014). The following are some of the elements of marketing mix that should be implemented considering the recommended digital marketing tools.
Products/Service- As digital marketing tools have access to the large platform, Amorespecific needs to display all their products in the digital media channels. In the proposed Smartphone app, all categories of products should be presented.
Price- The implementation of digital marketing techniques requires a big budget, which means the firm cannot use the same or existing pricing strategies for its products. If the customers in the global environment show the interest pricing strategy should not be similar to domestic market price. The firm could use competitive pricing strategy, where it could maximize the price of the products so that other brands in the sector face the competition.
Promotion- For promoting the products in digital environment, the proposed digital communication tools would play a great role but the firm needs to focus on other social media tools where millions of users are active regularly. For example, a Share of products on Facebook, advertisement on some large video and audio streaming applications may prove to be effective to promote the products and services.
Place- Online selling practice such as e-commerce has been a growing trend in all business industries. Thus, Amorespecific could place its products in online selling channels or directly to some large e-commerce vendors. In addition, the proposed “Amorappy”-Smartphone application remains as an effective distribution channel where the consumers can directly purchase the products.
People- Existing organizational members, distributors and suppliers are the people who would be coordinating with the new digital marketing techniques.
Physical Evidence-In order to create physical evidence, the firm needs to develop its website in a sophisticated way where the visitors receive all information they require before purchasing the products. In addition, the suggested mobile application app should be designed in an innovative way where the customers can see all information easily.
Increasing exposure- When a brand is using several channels for marketing its products and service, each channel provides separate revenue to the firm. Moreover, brand popularity in each channel can be measured separately. The firm can measure the particular channel being more responsive to the activities conducted in the channels.
Increase of revenue-As discussed in the previous section, the major advantage of adopting a multi-channel approach is the increase of revenue. When the ways of reaching consumers are available, the sources of revenue can also be considered with the ways. For example, the marketing activities on Instagram create a different and large customer base, which certainly provides a significant return on investment.
Wider reach- Use of different marketing channels provides wider reach and makes the business potentially visible to new customer segment. The channels could provide the brand with a series of analytics to create the impact, which should be accurately measured. For example, the firm could target the Asian customers observing the responses recorded on Instagram.
Customer engagement- Multi-channels marketing could enable Amorespecific to engage with an audience on a regular basis. Hence, such communication not only supplements the potential marketing message and creates more insight into the culture of the firm. For instance, a regular comment on the post of Instagram creates a more personalized face; thereby, this can be invaluable in developing the customer base.
In today’s digital environment, the digital-first age customers are rapidly inclined to shop for beauty products knowing the fact that they can easily return purchased products if they do not like the products. Following are the elements of a proper digital marketing plan.
Customer segment- As digital marketing has wider reach, it focuses on the people both male and female failing under the age category between 15 years to 35 years of all major nations.
Objectives
Lead generation- The use of digital media tools such as chosen Instagram and digital marketing tools would help to measure customer responses in terms of products, instruction of use, etc. The firm needs to measure the growth of sales occurred to due to the use of digital media tools.
Social media- Marketing on social media channels such as Facebook and YouTube would provide the track of users who hit “Like” and visited the websites, which would be compared to the sales recorded.
Website optimization- This would help to track the number of visitors on the website, number of customers who bought the products after visiting the website.
Summary of the co-ordination- Amorespecific has to keep a track of its offline activities and digital activities. For example, leads come from Instagram in digital media and Word of Mouth in conventional offline marketing should be separately tracked. If the responses from digital media is high compared to offline media, the digital media should be prioritized here.
The performance of digital marketing activities would be measured on the basis of the market survey, profitability and product demand. In the measurement process, the existing performance of Amorspecific would be compared with the performance achieved after the implementation of the implementation of the digital media marketing.
Market survey- The firm needs to develop a set of questions, which would be shared with the customers through the proposed digital media channels and some other channels such as Facebook, questions on YouTube. Hence, the customers would be asked about how they get to know about the products, what new element they expect in digital media platform and other relevant questions. This survey would also reveal the changes required in the digital media marketing strategies.
Profitability- The profitability would be measured on the basis of existing profit acquired by digital media and profit recorded after the implementation of digital marketing strategies.
The objectives of the organization is to make an increase in the sales and in order to make it happen, the organization has taken steps in order to make use of the customer involvement. The wide exposure of its products in the market will be helping the organization in maximizing its sales and the customer involvement through the creation of awareness. The organization has undertaken the digital marketing campaign in order to make the customers aware of their products. The target segments of customer are based on the market research that is undertaken by the company and thereby the marketing plan is developed on the research that was undertaken by the organization in the market.
The platforms that are being undertaken by the organization for the proper marketing of the products are based on the social awareness that the company is seeking to make. The most important step that is being undertaken by the organization is based on the requirements of the organization to make it products widely available in the international markets. The essential elements of the systems that are undertaken by the organization have helped in the promotional techniques of the organization in the market. The company has selected blogs and other social media platforms for the understanding of the different scopes of improvements and the marketing of the organization in the market. The target market of the organization has proposed an age limit that prefers the utilization of the cosmetics. Therefore, in order to make the age group aware of the products manufactured by the organization, digital marketing strategies are undertaken. The social media involvement of the organization will be helping in conveying the message to the target market. It has helped in the proper undertaking of the steps for the development of the market situation.
The objectives of the organization support the implementation of the digital marketing for the better functioning of the organization in the market. It has helped in making the target market aware of the products that are available in the market. The implementation of the strategies for undertaking the digital marketing is actually cost-effective. It helps in making the target market aware of the steps that are required for the better understanding of the different aspects of promotion. The most important step that is being undertaken by the organization is based on the criterion of making the products manufactured by the organization widely available in the market and thereby maximizes the sales.
References and Bibliography
AMOREPACIFIC. (2018). AMOREPACIFIC. [online] Available at: https://www.amorepacific.com/kr/ko/main.html [Accessed 31 Jan. 2018].
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall
Hoffman, D.L. and Fodor, M., 2010. Can you measure the ROI of your social media marketing?. MIT Sloan Management Review, 52(1), p.41.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
Järvinen, J., Tollinen, A., Karjaluoto, H. and Jayawardhena, C., 2012. Digital and social media marketing usage in b2b industrial section. Marketing Management Journal, 22(2).
Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), pp.1480-1486.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), pp.146-172.
Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E. and Zhang, M., 2013. Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), pp.270-280.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), pp.65-73.
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