Analysis of Digital Marketing

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author Note

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Executive Summary
This report presents a detailed digital channel analysis of the organization Topshop-a clothing
retail brand. The purpose of the report is to evaluate the effectiveness of digital channels of the
organizations. Thus, to identify the effectiveness and efficiencies of digital channels, Topshop’s
digital channels implementation has been compared with the digital channels adoption of H&M,
who is a major competitor of Topshop. The analysis of the digital channels for Topshop and its
competitors has been done including the elements such as Social media and Website. To conduct
the analysis, a detailed analysis criterion has been provided linking with consumer buying
behavior theory and the response of users in digital media. The findings of the analysis indicate
that Topshop is leading ahead in terms of customer service, brand promotion and website
convenience than its competitor H&M. The recommendation developed on the basis of 5S
framework has been justified with SMART criteria.

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Table of Content
1. Introduction..................................................................................................................................4
2. Digital Channel Analysis Criteria................................................................................................4
2.1 Australian Consumer behavior..............................................................................................7
2. 2 Social media........................................................................................................................10
2.3 Website................................................................................................................................12
2.4 Criteria.................................................................................................................................14
3. Competitor Analysis -................................................................................................................15
3.1 Website Analysis Criteria....................................................................................................15
4. Company Analysis -..................................................................................................................19
4.1 . Website Analysis...............................................................................................................19
4.2 Social media.........................................................................................................................22
5. Comparison Table......................................................................................................................22
6. Recommendation.......................................................................................................................26
7. Conclusion.................................................................................................................................28
References and Bibliography.........................................................................................................29

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List of Figures
Figure 1: Chaffey and Ellis-Chadwick’s model..............................................................................7
Figure 2: Buying behavior of Australian consumer........................................................................9
Figure 3: Topshop products in Australia.......................................................................................10
Figure 4: The number of Site users................................................................................................13
Figure 5: Performance grade of H&M webpage...........................................................................17
Figure 6: Performance features of H&M webpage........................................................................17
Figure 7: Topshop Web homepage................................................................................................19
Figure 8: Performance features of Topshop Webpage..................................................................20
Figure 9: Topshop Landing page...................................................................................................21
Figure 10: Topshop Instagram.......................................................................................................23
Figure 11: Topshop Facebook.......................................................................................................23

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1. Introduction
The following report provides a detailed analysis of the effectiveness and efficiencies of
digital channels for the organization Topshop.com in Australia and its competitors. Due to
technological advancement, businesses find a new path of innovation, as with the help of digital
media channels, the organizations today speed up the operation and gain desired profits. In fact,
the small and medium size firms are also on the queue of adopting digital channels to promote,
reach wide market and spread across the globe. Even though digital channels are suitable ways of
developing or giving business a new pathway but the implementation and procurement of digital
channels are not always an easy job. Many businesses are not able to adopt and procure digital
media channels and derive desired outcome. Thereby, the purpose of the present report is to
analyze the effectiveness and efficiencies of digital channels used by Topshop. The analysis has
been done by making a comparison with the adoption of digital channels of competitors.
Firstly, the analysis criteria is developed for the website and social media channels
comparing with recent academic theories and consideration of Australian market and consumer’s
behavior for the organizations. Likewise, in section 3, a competitor analysis has been conducted
considering how the competitors are using website and social media channels; hence, the
analysis follows analysis criteria developed in the previous section for Topshop.
2. Digital Channel Analysis Criteria
As put forward by Easlon and Bloom (2014) digital consumption has now been a rapidly
increasing force in today’s playing field of communication as well as marketing. It is certain that
people around the globe are using online content on a regular basis and this increasing

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consumption of online content makes it mandatory for the business to adopt digital marketing
approaches into their existing strategies. On the other side, the rate of online shopping is rapidly
increasing, as the current online shopping rate particularly in Australia is around 59%
(Abs.gov.au 2018). Such growing figure create urge for adopting digital media channels for the
organization like Topshop. With unique strategies of customer satisfaction associated with digital
channel adoptions, Topshop can easily provide the customers exactly need. By adopting the
digital media channels, the organization can identify the type of clothes or items that customers
are looking for.
Most importantly, digital channels analysis is a significant market plan, which will help
Topshop to have a complete control over its current situations with, respect to digital marketing.
The plan also helps to identify any weaknesses that can be overcome with the plan. Thereby, this
particular section will develop and describe particular analysis criteria, which will be used in the
report. So, the digital channels are an important part of marketing plan because through digital
channels, the organizations or the marketers can identify current market and customer needs and
their competitors’ digital marketing approaches. So, the digital channels analysis helps top shape
the marketing plan in accordance to the requirement.
However, for presenting an analysis criterion for the report, it is essential to identify and
consider the needs of customers when analyzing the effectiveness and efficiencies of digital
media channels, as this need identification will help to include a customer-minded approach to
the analysis. The competitors of Topshop such as H&M are the direct competitors of Topshop
and digital channel’s functions are similar to some great extent. However, H&M’ s site adopt
channels to create leads for their conventional outlet service and as the way of delivering their
products to the customers but their entire functions are not based on digital media channels like

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Topshop. For example, in the case of H&M, the consumer’s through the digital media channels
tend to look for new arrivals and costs charged for clothing items to make the comparison of
products with other brands. Similarly, the consumers of Topshop may use the digital channels to
find a more cost effective service, where specifically, they could find a free delivery on selected
items. In addition, the customers can use the digital media channels to find the latest clothing
items or upcoming items for any occasion and event.
There are different factors often considered during the analysis of digital media channels.
The author Chaffey and Ellis-Chadwick mentioned that when the firm want to provide customers
an unique digital experience, the approaches should be based on rational values, emotional
values as well as the promised experience, which are emerged from rational and emotional
values (Chaffey & Ellis-Chadwick, 2016). The below provided diagram provide multiple
dimensions of each area of the pyramid which can be used for setting the criteria to analyze
digital media channels. Therefore, applying these elements with the help of other framework
such as E-SERVQUAL model, a more detailed consideration of the digital media channels can
be derived in identifying customer value and experience.

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Figure 1: Chaffey and Ellis-Chadwick’s model
(Source: Chaffey & Ellis-Chadwick, 2016)
2.1 Australian Consumer behavior
The advancement of technology made shopping easy for Australia clothes shoppers. As
put forward by Malik et al. (2013), the online consumers in Australia are becoming more active
in their online shopping habits, especially for buying, comparing price, looking up product
information as well as engaging with other shoppers thorough social media. Forbes (2013)
performed a research on online shopping behavior and found that more than one in four online
customers in Australia, (42%) tend to conduct an online research to collect information such as
checking price, reading other’s review about the products, looking for new deals. In this context,