A company that operates on any objectives has a number of functions to perform in order to achieve these objectives. One such function is marketing it is the process by which the company remains connected to the customers (Ryan 2016). There are a number of divisions in the marketing department which is explained in the concept of marketing mix. The four Ps are the most important aspect of marketing strategy that a company can undertake. These Ps are: Product, Price, Promotion and Place (Royle and Laing 2014). Furthermore with research scholars have developed an extension of three more factors in the mix, these are: physical evidence, people and process. Promotion mix is the area of focus for this report especially digital marketing. Digital Marketing is a contemporary from of reaching out to the customers with the help of advanced information and communication technology (Ryan 2016).
The organisation that is being focused upon in the report is The Bronze Snake. It is an SME based in Melbourne, Australia and has stores also in New Zealand. The company operates in the retail industry and has eight stores in these countries. The focus of the company is to provide the customers with best quality products within the most affordable price. Customer service is also one of the prime objectives of The Bronze Snake. The owners of the company are David Strangis and Anthony Sacco. The revenue of the company as per 2015 is $8.85 million and the growth rate is calculated to be 468.17% (Bronzesnake.com 2018). The company also has a strong foothold in the e-commerce sector, there is a website where the customers can visit and place their order (Bronzesnake.com 2018).
Product: The company retails garments and other fashion accessories, the products that the company keeps are trendy, the management of the company refreshes the stock as the trends keep changing and this is the reason for the company to not have a mass production. The company offers an array of options for the customers ranging from garments to fashion accessories like sunglasses, bags etc. All the products are in trend and cater to both men and women customers along with kids. The focus of the designs is that they are trendy yet they are minimalistic and casual in nature. The drop crotch jeans are what made the company popular among the fashion enthusiasts and popularized the Startup venture. Apart from that the company focuses on Customer service and calls their strategy to handle customer services as “Old School” as they help the customers have a good experience at the store (Bronzesnake.com 2018).
Price: The management ensures that the price range is affordable. The men’s shirt options begin from $49.00 AUD and goes up to $69.00 AUD (Bronzesnake.com 2018). The prices of the products vary depending upon the material of the product as well as the style. The company has fresh products filling the shelves on a weekly basis but that does not impact the way the products are priced. The strategy is to have a competitive pricing yet having the range on the lower end.
Promotion: In the promotional mix the company utilizes the platform of social media in order to reach out to the customers. The target market of the company is people who are young and thus are well connected to the social media platforms. Facebook and Instagram are the two mostly widely used platforms by the company to promote the products. Both these platforms are used to showcase the collection; people can visit the website with the help of the link and redirection from these social media websites. Not only that the company also has paid promotion with Facebook where the platform advertises the page of The Bronze Snake to the potential target customers based on their searches and following the trails of their activities on the portal. Traditional media is also a part of the promotion mix where the company uses print media to reach out to the local people (Bronzesnake.com 2018).
Place: The company has eight brick and mortar stores in Australia and New Zealand. In Australia the stores are located in Brisbane, Sydney, Adelaide, Melbourne, Perth and in New Zealand the store is located in Auckland. The company understands the reach of E-commerce and thus has a strong online presence; they also have an option where the customers can order the items with the help of messaging in the Instagram platform. The owners of the Bronze Snake view the digital space as a major source with which they can achieve the objectives of the business. The company has an e-commerce platform that lists a number of products for the customers to choose from. This increases the geographical limitation of the company from eight store vicinity to the entire region. The layout of the website is user friendly and the prices of the products are also affordable. The company also ensures that the customer service on this front is also top notch (Bronzesnake.com 2018). The Bronze Snake has a policy of free express Shipping and they also offer free next day shipping on all the order irrespective of the price point. And on the Instagram profile the company has a number of ensembles where people can easily follow and place an order. The ID is “bronzesnakeshop”, the description has the details of the dress and the link to the e-commerce website where the customers are redirected and they can place an order there (Bronzesnake.com 2018).
The company operates in the fashion retail industry and has gained popularity in the Australian as well as New Zealand market. Some the digital marketing trends that are popular in the industry are:
The use of artificial intelligence is a major trend in the microenvironment, and there will be furthermore innovations in this platform (Olson and Levy 2018). One of the trends using this platform is the Chatbots, it is the process where customers can chat or converse via text messages with the service provider (Royle and Laing 2014). This is a way by which the company can ensure that the service is provided on a 24*7 basis. Another trend is programmatic advertising this is also using the AI platform the buying of ads is automated making the target audience more specialized. The outcome of this targeted marketing strategy helps the company’s marketing objective to reach out to more target market. The process also reduces the customer acquisition costs (Key 2017).
Personalized approach is another trend in the digital marketing field. The customers should have the feeling of being approached by the company on a personal level; this not only helps the company to establish a valuable relation with the customers Sudha and Sheena (2017).
Audiovisual elements in digital marketing, the texts and gif are some of the old trends in the market, the customers like watching a quick look book or a tutorial instead of reading text messages in .jpeg format.
Bloggers and vloggers are now known as influencers, who specializes in their area of interest and there are a number of people who listen to these influencers and choose to buy or not to buy products or services (Ishfaq et al. 2017). According to Sudha and Sheena (2017), there are tech influencers, beauty and lifestyle influencers, Food influencers etc. A number of companies collaborate with these people to talk about their products and service or use their products first and then review them. These reviews and collaboration are sometimes paid as well as there is unpaid assistance as well. Youtube is a platform that has recently been used by a number of vloggers to review products and services, these influences have significant followers and based on the target market the company can choose to collaborate with these people (Wright 2017).
Social media also provides a platform for the people to message and text the customers; these social messaging applications help the customers. This is another medium with the help of which companies can reach out to the target market and understand their needs and requirements, so that they can develop the products or services accordingly.
Following the trends that are prevalent in the digital marketing space, the industry will take the help of AI in the process of marketing. The retail industry is incorporating advanced technology in the process of making the purchase easier for the customers, for example the concept of Amazon Go developed by Amazon Inc. The idea of going cashless has been incorporated by digitalization of money transfer with the help of cards etc. The area of focus now is on removing the queue from purchasing the products, people need to walk in to the store and walk out without the hassle of standing in a line to generate the bill and then proceed to payment etc (Key 2017).
Another feature in the digital marketing aspect that will gain attention in the next two years is the reduction of the time of delivery, for the e-commerce platform the companies are trying to reduce the time of delivery as much as possible. The customers do not want to wait for their products, they want it delivered in the minimal time and because the delivery partners are an integral part of the process of E-commerce, companies should focus on the customer care and support in this segment as well. There are a number of issues with shipments and the package not being able to reach the customer on the designated time (Krasnov et al. 2018). The technology of providing personal assistance will be of importance to the company in the next two years. In order to reduce the issues and challenges in the delivery system the company can incorporate personalized messages according to the order and the status of the order. This is being done by a number of e-commerce platforms (Roy et al. 2017).
The bronze snake is a company that targets the age group of 18-35; the idea of the company is to provide the customers with trendy, simple, minimalistic fashion garments and accessories at an affordable rate. Some of the recommendations are in sync with the above stated trends:
Collaboration with the influences, this is a massive trend in the lifestyle industry and has a significant impact among the target market. The company can collaborate with vloggers like Cartia Mallan and Chole Morello.
The company should invest in their own audiovisual platform in order to showcase their look books, these videos can be used in Facebook, Instagram and also can be uploaded in YouTube. Look Books are a popular trend among the lifestyle bloggers and the target market enjoy watching it also engages them (Kannan 2017).
Mobile marketing is something that the company should focus upon as 77 percent of the Australian population does not leave without using a mobile phone. This will help the company to have a more personal approach to their marketing strategies. The company can use mobile marketing to start a loyalty program as well (Almeida-Santana and Moreno-Gil 2017).
|
Objectives |
Marketing activities proposed |
Time period |
Budget |
Expected outcome |
|
To be in sync with the trends of the digital marketing trends |
Invest in the production of Audiovisual content which can be used as advertisements on the social media websites. |
1 financial year |
10000 AUD |
Improved number of followers in the social media circle |
|
To collaborate with the influencers and engage the customers |
The management of the marketing team has to contact the managers of the influencers. The two influencers that are chosen are Cartia Mallan and Chole Morello, both of them are female but has a significant male flowers as well. |
Three months |
5000 AUD |
Engaged the customers with the designs that the company has to offer and in turn make them interested to used the products of the brand |
|
To develop a valuable relation with the customers |
The company will invest on mobile marketing where the customers will be sending personalized messages. |
1 financial year |
10000 AUD |
To increase the number of loyal customers. |
The objective of the digital marketing plan is for one financial year and the company is focused on the outreach of the message, and thus is depending on the strategies which will not only improve the popularity but will also help in gaining loyal customers.
Reference list:
Almeida-Santana, A. and Moreno-Gil, S., 2017. New trends in information search and their influence on destination loyalty: Digital destinations and relationship marketing. Journal of destination marketing & management, 6(2), pp.150-161.
Bronzesnake.com., 2018. About Us – Bronzesnake. [online] Business of Apps. Available at: https://bronzesnake.com/about-us [Accessed 1 Oct. 2018].
Ishfaq, U., Khan, H.U. and Iqbal, K., 2017. Identifying the Influential Bloggers: A modular approach based on Sentiment Analysis. J. Web Eng., 16(5&6), pp.505-523.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of Marketing Channels, 24(1-2), pp.27-38.
Krasnov, A., Nikonorov, V. and Yanenko, M., 2018. Digital platforms based marketing innovations: new development trends. In SHS Web of Conferences (Vol. 44, p. 00049).
Marinchak, C.L.M., Forrest, E. and Hoanca, B., 2018. The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing. In Encyclopedia of Information Science and Technology, Fourth Edition (pp. 5748-5756).
Olson, C. and Levy, J., 2018. Transforming marketing with artificial intelligence. Applied Marketing Analytics, 3(4), pp.291-297.
Roy, G., Datta, B. and Basu, R., 2017. Trends and future directions in online marketing research. Journal of Internet Commerce, 16(1), pp.1-31.
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.
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.
Sudha, M. and Sheena, K., 2017. Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), pp.14-30.
Wright, C., 2017. Are Beauty Bloggers More Influential than Traditional Industry Experts?. Journal of Promotional Communications, 5(3).
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download