Improving Digital Marketing Strategy for Fossil Group

This report highlights how Fossil group can improve their digital marketing strategy to sell their wearables line of products to people worldwide. It discusses the necessity of data warehouse and data marts, issues in data mining and sophisticated reporting, and how to optimize the digital experience for buyers interested in their wearables range of products. The report also covers the use of social media information systems and other connected technologies to build digital business models. Subject: Marketing, Course Code: MKT101, College/University: Not mentioned.

Consultancy Report

Executive Summary
This report highlights how the Fossil group and their professionals make substantial
improvement and development in their digital marketing strategy in order to sell their variety of
wearables products to large number of customers across the world. As they can use M commerce
and cloud based services which increase their influence on people and drive their attention
towards the company and its innovation. It is necessary for management of Fossil Group to use
data warehouse and data mart in order to access their marketers and researcher to use it
effectively in less time. There are various issues exit in data which is utilised by company for
their data mining as well as sophisticated reporting that is complexity. By using Artificial
Intelligence the professionals of Fossil Group can mitigate the issues or complexity. Specialist
and technology innovator can use Social Media Information systems in order to take feedbacks
for further improvement in wearable products. The company can use Fitbit digital strategy in
order to increase the digital experience of their potential users.

Contents
Executive Summary.........................................................................................................................1
Fossil Group- Digital platforms.......................................................................................................1
How can Fossil Group makes substantial improvements in their digital marketing plan to sell
their wearables line of products to people worldwide.................................................................1
Describe necessity of data warehouse and data marts for Fossil Group .....................................2
Explain the issues exist in data used for data mining and sophisticated reporting......................3
Fossil Group- Consumerization of IT..............................................................................................4
Feasibility study and evaluation of how Fossil Group utilises Social Media Information
Systems and other connected technologies to build digital business models..............................4
How can the Fossil Group address customer-facing problems and optimize the digital
experience for buyers interested in their wearables range of products? .....................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8
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Fossil Group- Digital platforms
Fossil Group, Inc. founded in 1984, is a global design, marketing, distribution and
innovation firm that makes distinctive watches, accessories and wearables with some of the
greatest brands in the world. The group has around 30,000 points of distribution across 150
countries including 450 company owned retail locations (Fossil Group, 2022)
How can Fossil Group makes substantial improvements in their digital marketing plan to sell
their wearables line of products to people worldwide
Digital marketing offers significant opportunities to firms by reducing costs. Enhancing
brand awareness and maximise revenues. It helps organisations to create, streamline and
optimise their marketing strategy as well as accelerate their outputs. Fossil Group can also adopt
potential digital marketing plan so that they can sell their wearable line of products to people all
around the world. In order to make short term marketing plan, it is important for Fossil Group to
keep an eye where the firm wants to head in long term. As technologies are frequently
advancing, thus it is essential for firms to focus on adopting more digitalisation and automation
in their marketing plan (Agarwal, Reddy and Verma, 2019). The growth of online business has
provided customer more power. They do not wait for firms to tell them about how great their
products are instead they go out and undertake their own research. People are now getting online
and population is getting connected on global level. The world is connected all the time through
mobile devices and smartphones. To effectively handle the rising competition, Fossil Group has
adopted several strategies like:
 Enhance digital capabilities to accelerate direct to consumer and e commerce sales.
 Tailoring the products and strategies of distribution strategies to local markets by utilising
digital marketing plan to make people aware about brand strategies.
 Implementing New World Fossil 2.0 in order to improve profitability and
competitiveness by transforming its supply chain.
Fossil Group is on the path to build close relationship with its customers by leveraging
digital marketing into its operations. Fossil Group can adopt artificial intelligence containing
content creation, search engines and chatbots to ramp its sales. It will help the firm to create
better consumer experiences and bring in necessary innovation in their products and services. By
utilising social media marketing platforms, Fossil Group can better connect with its customers.
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The firm can make its website mobile friendly in order to attract more number of customers. This
can be done by using programmatic advertising where the process of using AI to buy and
automate. This can be used as when someone clicks on Fossil Group's webpage, marketers puts
up the ad impression for auction (Brill and Strong, 2019). Personalisation marketing is another
digital marketing which can facilitates Fossil Group to undertakes marketing plan as per user's
preferences. This can be done by pay per click advertising which facilitates Fossil Group to buy
traffic for their website. In this marketers put advertisement on firm's website or search engines
as pay fees each time the advertisement is clicked on. For this, firm has to take in help of e
commerce sites which are highly use by customers to purchase products. Another strategy can be
adopting cloud based services which provides information technology as service over internet
with delivery on demand and payment as per usage. Fossil Group can use cloud hosted services
such as Twitter, Facebook or Instagram etc. which serves as huge potential for accelerating
growth of digital marketing. Fossil Group's sales can increase rapidly as these platforms are
used by consumers on daily basis which enhance these tools potential for expanding reach of
business.
Describe necessity of data warehouse and data marts for Fossil Group
Companies have choices for the systems on which to base their data analytics batch. A
data warehouse considered as repository which accumulates firm's existing and historical data
from multiple sources. It is a significant attribute of data analytics discipline which develops a
surroundings for decision support, business intelligence, analytics and data mining. It is larger
than 100 GB and flows firm's wide as well as ranges across several fields. Whereas, a data mart
holds data about certain sector and line of brand such as finance, sales or production. It is a
curated subset of data which usually generated analytics users of intelligence. It is formed as
repository of pertinent data for subgroup of workers. Its size is less than 100 GB and contains
information from few sources only (Lapygin, Lapygin and Tulinova, 2019). The need for data
warehouse to Fossil Group is to generate reports, feed information to business intelligence tools,
accelerate machine learning and predict trends. It assists the firm to accumulate from several
sources namely APIs, cloud storage, databases etc. utilising extract load transform process.
It is essential for Fossil Group to deliver reports of business and performs ad-hoc queries
which can be done by data warehouse processing. It presents as single source of collection of all
business data. This helps Fossil Group to eliminate data quality problems, data inconsistency,
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low query performance and unstable data in reports. Data mart is needed by Fossil Group to have
easier access to information for certain function of firm. This allows marketing team to enhance
campaigns performances at time of holiday season by shifting through and combining data
dispersed over several system which can minimise costs in context of time and accuracy
(Mahamasasuding, 2018). Marketing team of Fossil Group can use data mart to examine
customer behaviours. It facilitates easier and faster implementation of data in Fossil Group
collected from both internal and external sources. It is necessary for Fossil Group management to
implement data mart as it will help them to make better decisions and enhances end user
response time.
Explain the issues exist in data used for data mining and sophisticated reporting
The amount of data collection by organisation is increasing every year which puts more
emphasis on firms to extract crucial data. Data mining is sub sector of business intelligence
which includes data warehousing and online analytical processing. As data mining is developing
critical innovation for Fossil Group in numerous ways, it also creates several issues for firm. It is
not an easy function as the algorithm can get complex and data is scattered all over the sources.
Storing abundant amount of information on single server is not viable thus data is stored on local
servers. To solve this issue, Fossil Group can develop distributed versions of data mining
algorithms so that they would not have to collect all data to single repository which is
centralised. Another issue is data ethics which may be expressed as not taking enough
permission from source from where data is collected (Maher, 2018).
This can be mitigate by Fossil Group by conducting data mining in ethical AI
environment. They should allow users the authority to accept or reject cookies and pop ups as
well as should also inform users of how they may use their information for. Strategies of
decision making are done by data collection and sharing thus it needed significant security. But
the illegal access of data and confidential aspect of information in data mining has becoming
important issue for Fossil Group. It can be solved by Fossil Group by offering users options to
choose from public environment and an on premise platform which is safe from firewall used by
customers. They needs to govern data security at large spectrum rather than looking for
temporary solutions (Mamedova, Savchenko-Belsky and Velesco, 2022). Fossil Group can adopt
artificial intelligence enabled software which can monitor sensitive data of firm and
automatically log into data privacy regulations. Next issue is the actual visualization of natural
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processing of language output. It is difficult to address the data in precise and straight manner to
end customer. However, Fossil Group can use successful data visualization by ensuring that
output data is presented in simple form which is understandable.
Fossil Group- Consumerization of IT
Feasibility study and evaluation of how Fossil Group utilises Social Media Information Systems
and other connected technologies to build digital business models
Social media information system symbolises innovate system of information which
promotes the content sharing between network of users. For businesses, it has created a way to
deliver brand messaging to right audience at right time. Fossil Group is committed to bring in
innovation and new technologies to combine the best designs of fashion with leading
technologies in measures to attract more numbers of customers. They focus on enhancing new
features that can give consumers the best virtual experience at the comfort of their home and
ability to reach sales with click of button. Fossil Group uses social media information system to
better engage with their customers and find out what they think of their brand. It helps businesses
to attract more number of consumers by getting constant feedback and build customer loyalty
(Martínez‐Rubin, 2019). It assist Fossil Group to expand their market reach comprising global
markets. In order to effectively build digital business model, Fossil Group adds social media as
their new dimension to omni channel consumer service. The firm advertise about its wearable
products through several social media information system which are used by consumers
frequently. By taking help of social media, Fossil Group can be able to reach out to large number
of audiences. Similarly, digital businesses model can be achieve by enhancing customer
satisfaction through use of available technologies. Technologies used by Fossil Group include
free model where it uses the helps of Google and Facebook to use the ad supported system. It
utilises e-commerce model where Fossil Group sells its products through online shops such as
Amazon. It helps the firm to get the consumers base of these sites and promote their products.
Adopting social media marketing facilitates Fossil Group to creates awareness of their
new products and its innovative features. Effectively adopted social media marketing techniques
positively impact Fossil Group and promises success. It targets social networks and applications
to dispersed brand awareness (MUAMMAR, 2018). It allows the firm to collect first hand
customer feedback which helps them to improve brand reputation, image and interaction with
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consumers. It allows business to value and respects its customers by making their experience
better. Social media information system aids Fossil Group to enhance user engagement by
ensuring that brand is grabbing enough attention. It can be done by keeping brand on top on
users news feed by posting content which attracts users attention.
Fossil Group uses images and video profiles for new products of firms and how it has
been modified since last product. This engagement offers enormous opportunities to maximise
sales as it strengthen its marketing strategy. Adopting social media practices promotes brand
loyalty and trust as well as build strong relationship with customers. This provides a competitive
advantage in dynamic business environment as it facilitates consumers to select Fossil Group
when they think of buying watches (Nous Consulting Group, 2018). The content posted on social
media daily helps in accelerating traffic to Fossil Group website. Its can also be increased by
personally interacting with consumers about their queries to get more visibility and attention
from new buyers by showcasing their expertise. Platforms like Instagram and Twitter assists
Fossil Group to generates interest among their customers and being more responsive to
marketing approach. It is informative and provide access to Fossil Group to understand their
competition in early phases as well as what their customers thinks of their brand.
How can the Fossil Group address customer-facing problems and optimize the digital experience
for buyers interested in their wearables range of products?
The customer facing problems in Fossil Group regarding wearable products is ordering,
delivering, payment of product as well as there are various problems in online app and payment
system of Fossil Group. The customers faced many problems to use digital technology as they
did not know much about the features of wearable watches, their battery life, how they connect
with their phones and so on. They also find difficulties to operate it company's website, app,
how to order products online and payment. Professionals can address these problems by
collaboration between technology innovators and business executives so they clearly understand
the problems addition to make effective solutions. Many customers face problems like not
getting enough information about the product like features, how they can use, various offers,
colour, size, display and mode of payment. As they are dissatisfied with online services and
display of wearables range of products. In order to address all these issues the management of
Fossil Group must collaborate with technology innovator to add more features in their online
app or website like online payment, full disclosure of product ranges, sizes, features and usages
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of these items in detail in order to increase digital experience of customers (O’Connell, 2019).
They can also add attractive advertisement, features to display items like using unique shapes of
each range so buyers generate their interest to buy products and increase their experience.
The specialist must worked on modification of their online website and digital business
by conducting deep research about customers taste, problems, preferences and innovative
strategy of competitors in order to get proper insight about what they need to do, how will they
change their current operations, methods and policy to meet the expectations of customers in
order to gain competitive advantage (Piovano, 2021). They can also introduce new features like
tracking, measuring calories, water intakes in the wearable watches to attract large number of
customers. They can use digital marketing to spread awareness about their new services, new
launch by posting pics, videos and add on social media account to engage people towards their
company. Management of Fossil Group can also attract customers and increase their experience
by providing various discounts offers, gift vouchers, cash backs and other offers while
conducting online shopping. They can conducted all these changes by consulting with
technology innovators in order to bring perfection and uniqueness in their digital services.
Recommendation for a digital strategy
It has been recommended to the professionals of Fossil Group as they can use Fitbit
digital strategy which helps them to encourage their potential customers to become more active
and healthier. They can use it by software, services and Fitbit devices to enhance the healthy
lifestyle of their users. They can also implement Fitbit marketing strategy by providing services
like digital teaching to customers about how to use all the specification of the products and listen
their ideas or suggestion to make further improvement in their wearable products. By using Fitbit
strategies they can spread awareness about fitness, healthy life among the users of their wearable
devices. By using Fitbit marketing strategy they can interact and connect more with their
customers which helps them to address their problems more quickly and effectively. This
strategy can benefit the company to increase their brand value, customer base and market share
as well as reduce the issues which the customer face before. They can also use it for their
marketing which increase their which leads to increase in customer experience and profitability.
They can also add complain conner in their online website so buyers can provide feedback about
their product and services which they further use for the improvement as well as development of
their future services. The Fitbit digital strategy proves to be most effective and profitable strategy
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for the Fossil Group which helps them in bring innovation in their wearable digital watches by
adding features like Alexa, e mails, calling, and many more.
CONCLUSION
As per above presented information, it has been concluded that digital technology,
software, devices and platform plays a major role the development of businesses, trends, living
standards and so on. The company have to upgrade their traditional marketing strategy to digital
marketing strategy in order to drive huge traffic towards their products and services to increase
customer base and profitability. Also they must use data mart and data warehouse to store vast
information in a precise manner so they can use for future innovation and development in order
to gain competitive advantage. By using social media information system they can easily trace
and adopt advance technology and recent trends in their operations which leads to increase in
their productivity and profitability. Moreover, they can also use various digital strategy like
developing website, new feature in their app, Fitbit digital marketing strategy to mitigate the
problems of customers and increase their experience in order to retain them for long term.
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Online:
Fossil Group, 2022. [Online]. Available through: <https://www.fossilgroup.com/>
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