Introduction to Digital Marketing and Analytics for NewPinch Fashion Retail Organisation

This report provides an introduction to digital marketing and analytics for NewPinch fashion retail organisation. It covers the background information about the organisation, planned target audience, insights needed for the target audience, and insights from customer journey map to plan digital customer journey. The report also highlights the benefits of implementing a target digital customer journey strategy within a business.

Introduction to digital
Marketing and
Journey

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background of the New Fashion Retail Organisation............................................................1
Planned Target Audience.......................................................................................................2
Insights needed for the Target Audience................................................................................2
Insights from Customer Journey Map to plan digital Customer Journey...............................3
CONCLUSION................................................................................................................................5
cREFERENCES...............................................................................................................................6

INTRODUCTION
Digital Marketing basically refers to the process of advertising which is delivered through
the use of various mediums which comprises of the mobile apps, search engines, social media,
websites and emails. With the help of the use of online media channels, digital marketing is
basically the method through which the organisations endorse brands, goods and services. In this
report, it basically involves the launch of a new online fashion retail store named as “NewPinch”
and involves the steps for the purpose to launch the ecommerce platform. In this report, it
basically covers the background information about the fashion retail organisation which further
comprises of the ethos, products and approach, with the explanation and details regarding the
planned target audience, with the support of the insights which are important and needed for the
purpose to have understanding about the target audience and the different ways of how these
insights will inform the planned digital customer journey.
MAIN BODY
Background of the New Fashion Retail Organisation
In context to the new fashion retail organisation, it will be names as “NEWPINCH” and the
online fashion retail organisation will be involved in offering fashion clothes, shoes, bags and
other accessories. The company’s major products will comprise of the various items which
includes Lifestyle product, footwear, fashion items, accessories and much more. The
organisation will be having a very creative and unique website which will allow the user to have
a soothing and eye mcatchy experience. In addition to that, the organisation will allow various
payment methods to the customers and free delivery benefits (Dasgupta and Grover, 2019). In
context to organisation, the company’s approach is to become one of the leading sustainable
fashions and the focuses on offering quality products and making their fashion clothes using the
material that have been sourced with care which will help in making the customers do good, look
good and also feel good. In addition to that, the organisation promises their customers to be
highly confident that the clothes of the organisation are made with respect for the planet,
individuals and communities. The organisation aim to play the part in the process of creating a
more sustainable fashion industry and being the world’s largest fashion retailer. In context to the
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organisation, the company is built on the core values of the trust, quality, innovation, service and
values. In reference to the organisation, the company’s mission is to make the aspirational
quality which is basically accessible to everyone through the range and depth of the products
(Rauschnabel and et.al, 2022).
Planned Target Audience
In context to Target Audience, it basically refers to the specific group of customers who are
basically likely to want the service or the product and also involves the group of individuals who
want to see the company’s ad campaigns (Hanlon, 2021).
In reference to the new organisation, the target audience may be dictated by the location, age,
gender, interests, income and the combination of the various other factors involved keeping in
mind the customers. In context to the organisation, the target customers of the company will be
25 to 55 year old men and women. In context to the company, the collection will be designed in a
perfect manner and the clothes will be developed in the most simple and basic manner and it will
basically comprises of the jeans, plain white shirts, roll neck sweaters and much more. In context
to the organisation, the target audience will be based upon the following attributes:
Demographics: In context to the demographics, it basically comprises of the income, age, gender,
profession and the status of the family.
Psychographics: In context to this attribute, it basically comprises of the belief systems, values,
major area of frustrations, attitudes and much more.
Lifestyle: In context to this attribute, it basically comprises of the travel, geographic location and
leisure activities.
Insights needed for the Target Audience
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In context to the individuals, each and every one of them uses mobile device and they
mostly are dependent upon the mobile devices for the purpose to fulfil their task at hand. In
context to the business organisations, the company basically adopts online advertising for the
purpose to be one step closer to the customers. In context to mobile advertising, it is basically
defined as the creation of the online advertisements and the online advertising basically involves
the process involved in launching and creation of the ads for the mobile devices (Kaila, S.,
2020).
Understanding and identifying what the organisation is basically offering : In context to the first
step, for the purpose to identify the right audience for the online campaign it is very important to
have deep understanding about the service and the products.
Understanding about the important information about the audience: In relation to being a digital
marketer, it is very important to get suitable and right type of ads across to the audience through
the mobile phones and therefore it is very important to understand your audience in the right
manner.
Reaching out to the niche websites and relevant influencers: In context to the another insight, the
right type of audience can be identified through an online campaign for the purpose to reach out
to the relevant influencers who basically have the same interest just like the target audience. It is
important to reach out to the influencers who have large followers and taking help and support
from them for the purpose to promote their services, products and promoting their campaigns
which will help in getting noticed by the right audience. In context to essential tools, the
influencers across the social media pages are considered to be very important.
Insights from Customer Journey Map to plan digital Customer Journey
The benefits of understanding the target digital market customers are many, because it
allows the organisation to understand the expectations and needs of the customers and the role of
specific businesses in fulfilling those requirements (Punzon, 2021). The awareness about target
audience and market needs and wants can help New Pinch to interact with their customers
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through digital channels, social media, electronic mails, etc. The interaction of New Pinch with
its target audience can help to design proper shopping experiences for the customers and deliver
consistent messages to the customers across all channels of communication. The major benefits
of implementing a target digital customer journey strategy within a business are as follows:
 Better understanding of customer emotions: With the help of implementing a digital
customer journey strategy an organisation can understand the mind set of customers by
keeping themselves in their places (Brandão and Wolfram, 2018). New Pinch can
understand the reasons that make a customer choose a particular thing and can implement
strategies accordingly. Knowing about the feelings of customers can help the business to
improve its functions and clearly identify the performance gaps through their customer
journey and make it easier for them to fix it.
 Analysing the road blocks in products or services: Mapping the customer journey
gives opportunity to the organisation to identify where they lack communication with
their customers. For instance, if the employees are undermanned, the customers may not
receive help in time. It can make the customers reluctant because they expect prompt
replies for resolving their queries. Creating a digital customer journey map highlights the
viewpoints of customers of a business. It is a visual Matrix that represents the emotions
and transitions of the customers to identify the weak points in their mapping.
 Improving employee and customer satisfaction: As the issues and queries are resolved,
the confidence level among the employees within the organisation increases and the
customers feel more satisfied (Tueanrat, Papagiannidis and Alamanos, 2021). Due to this
the employees are more encouraged to put efforts in their work which simultaneously
improves the overall customer experience and satisfaction.
 Create unified teams: With the help of analysing the digital market customer experience
through digital customer journey maps can help to develop better customer experiences.
Within the organisation better teams can be developed and better products, sales and
customers can also be developed. When the teams within the organisation work together
they can improve marketing, customer service, production and product development,
sales and distribution, etc. When the customers are satisfied the teams are also
encouraged to work better and increase their performance.
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CONCLUSION
It has been understood from the above report that customer journey refers to a set of
instructions that a customer has with a particular brand while purchasing its product or service. It
consists of an interaction road map of the customer from recognising the brand till its purchase
and beyond. Moreover, it has been providing the information about a new fashion retail
organisation that looks forward to launching an E-Commerce platform to improve customer
experience. It has been providing a rationale for the planned target audience for achieving the
desired level of success with their products and services. Furthermore, it has utilised customer
journey maps for identifying and developing insights about the target audience. Finally, it has
provided the benefits of using digital customer journey maps for the customers.
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REFERENCES
Books and Journals
Brandão, T. K. and Wolfram, G., 2018. Digital Connection: Die bessere Customer Journey mit
smarten Technologien–Strategie und Praxisbeispiele. Springer-Verlag.
Dasgupta, S. and Grover, P., 2019. Impact of digital strategies on consumer decision journey:
special. Academy of Marketing Studies Journal, 23(1), pp.1-14.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Kaila, S., 2020. How can businesses leverage data analytics to influence consumer purchase
journey at various digital touchpoints?. Journal of Psychosocial Research, 15(2).
Punzon, J.G., 2021. Digital Customer Journey in the Luxury Hotel Experience: A Case Study
Approach. In Advanced Digital Marketing Strategies in a Data-Driven Era (pp. 246-
260). IGI Global.
Rauschnabel, P.A., Babin, B.J., tom Dieck, M.C., Krey, N. and Jung, T., 2022. What is
augmented reality marketing? Its definition, complexity, and future. Journal of Business
Research, 142, pp.1140-1150.
Tueanrat, Y., Papagiannidis, S. and Alamanos, E., 2021. Going on a journey: A review of the
customer journey literature. Journal of Business Research, 125, pp.336-353.
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