Digital Business: Internet Marketing Plan for Net-a-porter

This report discusses the internet marketing plan for Net-a-porter, an online fashion retailer. Strategies such as one-to-one marketing, affiliate marketing, viral marketing, blog marketing, and social network marketing are discussed.

Running head: DIGITAL BUSINESS
Digital Business
Name of Student
Name of University
Author Note

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Table of Contents
Introduction......................................................................................................................................1
One-to-one Marketing.....................................................................................................................1
Affiliate Marketing..........................................................................................................................1
Viral Marketing...............................................................................................................................2
Blog Marketing................................................................................................................................2
Social Network Marketing...............................................................................................................3
Conclusion.......................................................................................................................................3
Reference.........................................................................................................................................4

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Introduction
Net-a-porter is one of the of the most significant online fashion retailer that primarily deals in the
luxurious fashion items. The organization has headquarter in Milan, Italy. It is an Italian online
fashion retail group that has started operating in the year 2015. Presently the organization is
operating in France, Spain, Japan, UK, US and Hong Kong. The present report will focus on the
internet marketing plan for the organization.
In order to draw an effective internet marketing plan, the following strategies are to be
considered as effective for the organization.
One-to-one Marketing
One-to-one marketing is a kind of marketing strategy that includes direct marketing approaches.
In this type of marketing, the salespersons directly approach to the present or potential
customers. The one-to-one marketing strategy is taken up by the organizations in order to focus
on the personalized interactions (Fowler, Pitta and Leventhal 2013). However, in the context of
Net-a-porter it can be said that the direct marketing strategy can be effective if the marketing
department takes up strategies to reach the potential and the present consumers through push
mails, messages and notifications. By taking up this approach the company will be able to make
the customers aware about the latest fashions and products.
Affiliate Marketing
Affiliate marketing is another effective strategy that is often taken up by the organizations in
order to boost their sales and growth. In this marketing approach, an organization is seen to be
rewarding an affiliate for bringing customers each time (Edelman and Brandi 2015). By applying

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this strategy, organizations appreciate and encourage the efforts of the affiliates of their effort.
For Net-a-porter, this can be regarded as an effective method as this will effectively increase the
chances of marketing through social networks. Moreover, the affiliate marketing strategy is
highly effective in interne marketing methods.
Viral Marketing
One of the most effective marketing strategies in the present context is the viral marketing
strategy. It has been noticed that the popular method of viral marketing is to use the social
networks in order to promote a service or product (Schulze, Schöler and Skiera 2014). For Net-a-
porter, this strategy can be regarded as one of the most important one as the organization is
entirely dependent on online sales. Hence, by using the social networking sites, webpages and
other social mediums the organization can successfully market their products.
Blog Marketing
Another popular way of marketing is blog marketing. Organizations often try to reach their
targeted market by through the use of blogs. Organizations can take up blogs separately order to
write about their products as well as they can integrate the blogs with their websites. In the
present context it can be monitored that blogging has become highly popular (Kulmala,
Mesiranta, and Tuominen 2013). Hence, the organization can effectively use the medium to
order to reach to a larger section of consumers. Moreover, it can be said that Net-a-porter is
primarily aiming at the young women or their as their potential customers. Hence, it is easily
understandable that blog marketing will be highly effective in reaching to these targeted
customers.

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Social Network Marketing
Another highly popular marketing approach is marketing through social media. It has been
noticed that in the present context social media has taken up a significant place and popularity
amongst the common people (Fagerstrøm and Ghinea 2013). Hence, using social marketing as a
marketing approach will be highly effective for Net-a-porter.
Conclusion
To conclude it can be said that internet marketing is one of the most effective marketing
strategies in the present context. Along with the progress of technology and its huge accessibility
amongst the common people, the online marketing methods are regarded as highly effective in
boosting sales.

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Reference
Fowler, D., Pitta, D. and C. Leventhal, R., 2013. Technological advancements and social
challenges for one-to-one marketing. Journal of Consumer Marketing, 30(6), pp.509-516.
Edelman, B. and Brandi, W., 2015. Risk, information, and incentives in online affiliate
marketing. Journal of Marketing Research, 52(1), pp.1-12.
Schulze, C., Schöler, L. and Skiera, B., 2014. Not all fun and games: Viral marketing for
utilitarian products. Journal of Marketing, 78(1), pp.1-19.
Kulmala, M., Mesiranta, N. and Tuominen, P., 2013. Organic and amplified eWOM in consumer
fashion blogs. Journal of Fashion Marketing and Management: An International Journal, 17(1),
pp.20-37.
Fagerstrøm, A. and Ghinea, G., 2013. Co-creation of value in higher education: using social
network marketing in the recruitment of students. Journal of Higher Education Policy and
Management, 35(1), pp.45-53.