Digital Marketing MKT docs

Added on -2020-02-24

| MKT302| 9 pages| 2099 words| 126 views

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Running head: Digital Marketing 1Digital MarketingThe Iconic
Digital Marketing 2ContentsIntroduction......................................................................................................................................2Use of Digital Marketing by ‘The Iconic’.......................................................................................2Conclusion.......................................................................................................................................6References........................................................................................................................................7
Digital Marketing 3IntroductionThe Iconic is one of the most renowned and well-recognized online sportswear and fashionretailer which is established in Sydney, Australia in the year 2011. It is one of the giant in the e-commerce business and the leading fashion retailer of Australia having an extended reach withits 50,000 products and 700 diverse brands. The company is taking sue of well-known and highlypotential marketing strategies especially digital media for expanding its market share andincreasing the number of customer base (The Iconic, 2017). The key purpose behind developingthis paper is to understand, evaluate and analyse the various digital marketing strategies as wellas having an integration of these digital marketing strategies with the traditionally used crick andmortar marketing approaches. The paper will present the key customers of the selected brand.The Iconic, its various market segments, the social media platforms on which the brand isdominatingly active and the benefits and uses of having significant presence on such platforms. Use of Digital Marketing by ‘The Iconic’The customers of The Iconic can be segregated in three different segments on the basis of theirbehavioural, demographic and psychographic factors. From the demographic segmentation, itincludes individuals that are of age group between 18 to 40 years that possess high leveleducation and in the category of upper middle class and high class income level. The secondsegmentation is on the basis of behavioural factors that comprises of the customers that havecertain behavioural aspects such as who prefer online shopping more than buying from physicalstores, the customers have less time and prefer selecting from a wide range of products afterhaving a comparative analysis of the prices and reviews. The third segmentation is on the basisof psychographic factors such as it comprises of the individuals who have an interest in thefashion trends, enjoying socializing and shopping, the people who are more conscious regardingtheir looks and wants to wear trendy and fashionable clothes. Thus, the customers are overallsegregated in these three segments (Bång and Roos, 2014). And to attract the customers of everysegment there are various marketing strategies and platforms on which promotions are done forfetching the attention of the customers. Social media platform for Market Segment 1: Demographic

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