Assignment on Digital Portfolio

Digital Portfolio

Table of Contents
INTRODUCTION...........................................................................................................................1
Digital audit.................................................................................................................................1
Customer persona........................................................................................................................6
Covered in PPT............................................................................................................................6
RECOMMENDATIONS.................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
A digital portfolio is collection of data and information which states that how digital strategies
will be managed. It includes different types of electronic media information like images, text,
audio, video, etc. which helps in developing strategies. A company develop portfolio through
which marketing is done on internet (McCormick, 2017). Moreover, it gives an insight about
target customer and reason due to which they interact with brand. This report will do a digital
audit and customer persona of a company. Also, it will give provide some recommendation to
company related to its digital offerings. For present report company taken is Kusaga Athletic
which sells sportswear products for gym, yoga, etc.
Digital audit
Criteria Questions Rating
Digital strategy It has been evaluated that
Kusaga Athletic digital
strategy is to generate
awareness among people
regarding use of sportswear
products that are made from
natural fibres. They do this by
using various social media
platforms such as Instagram,
facebook, twitter, etc. it has
been analysed that company
have successfully utilise
different social media sites.
On facebook and Instagram,
there are official pages of
company that provides various
product information and their
details (MacCormack and
et.al., 2017). Also, the pages
are frequently updated and
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images of products are posted.
This helps in generating
awareness as well as sales.
In addition to it,
Kusaga Athletic targets young
athletes of age 25-34 and
environment friendly people.
It has enabled them in
attaining their goals and
objectives. Furthermore, by
using Twitter company
regularly tweets on comments
and content related to green
environment. Now, people are
more aware about sportswear
made from natural fibres.
Strategically consistent It has been analysed that
Kusaga Athletic usually create
awareness among people
through content marketing.
They write content in such a
manner that it automatically
attracts minds of people.
(Thompson and Sanders,
2016). Hence, people buy their
products in order to try it.
Moreover, it has been
evaluated that Kusaga Athletic
consistently communicate
with audience on Facebook
and Instagram through E
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mails. Similarly, on all
platforms brand identity is
constant and is been
developed by content, images
and product features. In
offline company follows
similar strategy. On each
platform they execute in same
way.
It is analysed that branding
strategy was not executed on
all platforms instantly. Here,
Firstly it was launched on one
site and then people response
was analysed. Then,
accordingly changes was
made in strategies and applied
on other platforms. It has
resulted in creating company
strong digital presence.
Digital tools and social
media used
It has been identified that
Kusaga Athletic uses many
digital platforms such as
Instagram, Facebook and
Twitter. Their presence is
highly recognised on these
social sites. With help of it,
company have successfully
added large number of
followers. This has enabled
them to create a brand a high
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level brand image in minds of
people.
By expanding digitally
on different digital platforms
company branding is very
successful. They have
implemented digital marketing
as well. Also, in launch of any
new product Kusaga Athletic
firstly uses digital marketing
platform and then use
traditional one. Besides this,
any opening of new store or
offers are marketed on those
social site platforms. There
has been shift in developing of
branding strategies (Nylén and
Holmström, 2015). Now,
emphasis is on improving
digital content through which
customers can be attracted.
Therefore, from this it is stated
that Kusaga Athletic uses
digital branding more as
compared to traditional one.
Apart from it, company gets
more positive response from
digital marketing rather than
traditional one. They have
created a loyal customer base
on social sites.
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By evaluating all
digital platforms used by
company it is stated that
content posted by them on
social sites are updated on
weekly basis. The updates
depend on response of people
across social sites. However,
sometimes images are
uploaded twice a week so that
people remain aware about
their natural sportswear
products.
Examples of shared content The company have targeted
athletes and gym freak people
between age 25-34 that
include both men and women.
The ideal action taken by
company is to convert that
people who have visited or
read their content.
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Strategic user engagement By analysing data and
information from social sites it
can be evaluated that in
branding content written by
company mostly target
athletes and fitness freak
people. In content it is
described about product
features and how comfortable
it is (Ahola and et.al., 2017).
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However, Kusaga Athletic
usually target both men and
women who play different
games. They have not selected
any specific area but promote
product in overall Australia.
The brand has created its
presence by endorsing their
products on athletes. Also,
they have created professional
brand ambassadors through
which branding is done.
Customer persona
Covered in PPT
Product and competitor overview – The product provided by Kusaga Athletic is made of
natural fibre. It offers gym, sportswear for men and women. Also, products are very comfortable
to wear and is not torn easily. There are many competitors of Kusaga Athletic like Athleta,
Rhone, etc. They provide high quality products made from different clothing material.
Consumer insight – The consumer of Kusaga Athletic are nature lover. They want to create
awareness by wearing these natural products.
RECOMMENDATIONS
There are several recommendations that can be followed by Kusaga Athletic in their digital
portfolio. It will help them to make changes in way of offering products. They are as follows :-
 Kusaga Athletic should use data analytics tools and software so that data can be
interpreted and response of people towards products is identified. It will help them to
make changes in their content.
 The company should use other digital platforms as well such as Redditt, Yahoo, etc.
which will help them in increasing their presence. Through this, they will be able to
attract more people.
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 Kusaga Athletic must collaborate with different sports club or sponsor tournaments
digitally. It will benefit them in making in increasing customer base and generating more
sales and profits. Alongside it, sponsoring will help in brand endorsement and rise in
market value.
 Another thing that Kusaga Athletic should do is to participate or sponsor events related to
green environment. They can promote that event on their website or social media tools.
So, this will also benefit in creating awareness about sustainable environment. It will be
beneficial in attracting more athletes and rise in sales.
 Company must interrelate all branding strategies which will be useful in focusing in
target people. Also, after a particular time period they should change their way of
branding and using digital tools. It will help in bringing change in presenting brand to
people.
Therefore, by following these recommendations Kusaga Athletic can improve their digital
portfolio. However, they need to make changes in branding strategy so that it becomes easy to
collaborate with other sports clubs and gyms.
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REFERENCES
Books and Journals
Ahola, J. and et.al., 2017. Finnish Digital Health and Wellness Industry: Actors, IPR Portfolio
and Kalewa Ecosystem.
MacCormack, A. and et.al., 2017. Digital Agility: The Impact of Software Portfolio Architecture
on IT System Evolution.
McCormick, J., 2017. Using Digital Portfolio Process with Young Learners and Facilitation of
Metacognition. Wilkes University.
Nylén, D. and Holmström, J., 2015. Digital innovation strategy: A framework for diagnosing and
improving digital product and service innovation. Business Horizons, 58(1), pp.57-67.
Thompson, K. and Sanders, E.A., 2016. Building a Digital Textile Portfolio: A Proposed
Taxonomy.
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