Key Digital Marketing Trends - PDF

Running head: DIGITAL MARKETING
Digital Marketing

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Table of Contents
Introduction......................................................................................................................................3
Situation analysis.............................................................................................................................3
Key digital marketing trends........................................................................................................3
Issues facing the organization with a referenced SWOT analysis...............................................4
Digital marketing objectives............................................................................................................6
Identification of Target market (s) and relevant Branding and positioning strategies....................6
Summary of recommendations for Product, Price, and Distribution strategies..............................7
Product:........................................................................................................................................7
Price:............................................................................................................................................7
Place:............................................................................................................................................7
Promotion:....................................................................................................................................7
Digital marketing communication plan...........................................................................................8
Relevant Evaluation and Monitoring approaches............................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

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Introduction
This report presents the situation analysis of Billabong Clothing retail company, Australia. It also
discusses the digital marketing objective and identifies the target market as well as branding and
positioning strategies. This report also demonstrates the recommendation for product, price,
place and promotion strategies. It also illustrates the digital marketing communication plan and
relevant evaluation and monitoring approaches.
Situation analysis
Key digital marketing trends
Social messaging app
In the current scenario, link sharing is highly used by the company but the enlargement of visits
and audience is not coming from websites, blogs as well as social media. It is now coming from
the private messaging app such as Messenger, Facebook, WhatsApp, slack and more.
Cross-platform content sharing is how digital marketers can become accustomed to this shift in
link sharing practices. Businesses that want to increase their audience and enhance their click-
through rate must design their content to be shared on messaging channels and social media
channels (Chaffey and Ellis-Chadwick, 2016).
Marketing automation
In the current scenario, increasing brand’s online presence will be chief to their success and alter
consumer’s habits will be vital to their success and altering consumer’s habits will impact on the
marketing department. In such way, automation indicates that marketers should not have to work
9 to 5 to complete the job as; it could decline the customer’s demand towards their products and
services. Therefore, the company should deal in 24*7 hours to deal with the customers.

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It is also identified that advancement is marketing automation techniques is aiding the marketers
to grow demand as modern approaches require a more dynamic post, frequent posts, as well as
inclusive development and tracking of customer journey (Armstrong, Kotler, Harker and
Brennan, 2015). The focus must be on micro-scale marketing, high-quality and rising tried and
tested approaches such as search engine optimization. Hence, the company should invest in the
right tools as marketing automation can be effective to increase the return of company.
Video marketing
Video marketing entails the live video as it will continue to grow at an incredible rate in 2018.
There are large numbers of users who love to watch videos, particularly on their mobile devices.
Video consumption is expected to reduce to some extent on desktops as well as laptops in 2018.
However, mobile video consumption is predicted to expand considerably (Ryan, 2016).
The video is a huge element of social media hence company can post the video advertisement on
social networking channel. It is assessed that short 6-15 second advertisement before as well as
during video make sure that users will not navigate the video they want to access. Thus, it is
stated that planning of mobile video marketing strategy is effective for content marketing as well
as search engine optimization (Leeflang, Verhoef, Dahlström, and Freundt, 2014).
Issues facing the organization with a referenced SWOT analysis
Strength
Initiating the trendy clothing retail channels
amongst oldest store
Deals in a wide range of clothing products
Well-organized operation as well as the strong
brand name (Tiago, and Veríssimo, 2014).
Weakness
Lack of competencies to make recognition in
the international market as compared to its
rivalry.
The brand has unproductive to obtain the
competitive advantages

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Trendy and successful own-store named
Billabong Clothing retail company, Australia
Penetrate into e-marketing is late, which
consequences high rivalry leads to a lower rate
as well as high experience (Charlesworth,
2018).
Opportunity
Promote the goods as well as services through
sponsorship, advertisement, and promotions
Addressing the development via strategic
acquisition and franchise models in emerging
countries (Stephen, 2016).
Threats
Economic recession could hinder the whole
growth strategy of building digital marketing
channels (Kannan, 2017).
High competition from the international
rivalry.
Issue identified
The maximum fund is needed to sacrifice a consumer
A high amount of consumer may think to buy a large number of products as well as services
even in a strong condition to get long-term satisfaction. Due to expensive products and services,
these consumers have declined their spending in another field. Thus, Billabong Clothing Retail
Company should emphasize on delivering the advantages to customers and provide convenience
to them as it is precious to perceive the sacrifice extent of customers (Karjaluoto, Mustonen, and
Ulkuniemi, 2015).
Expensive Trendy Stores
The trendy strategy is beneficial for enlarging the retail business. In the existing phenomenon, a
customer wants to modern lifestyle as Billabong Clothing Retail Company should emphasize on
trendy clothes that could be costly for the corporation. In addition, it is assessed that different
individual has a diverse need as per their choices. Moreover, trendy consumers want higher rate

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tags goods as well as services. Therefore, marketing of this higher-end product would be difficult
for the company (Royle and Laing, 2014).
Digital marketing objectives
 To develop the awareness of the brand among the bulk of customers
 To increase the customer demand by 35%
 To enhance the revenue of company by 25%
Identification of Target market (s) and relevant Branding and positioning strategies
Undifferentiated marketing strategy can be applied by Billabong Clothing Retail Company to
avoid the individual influential factors. As a result, it could influence the buying behavior of the
consumer. Under this approach, a corporation will emphasize on manufacturing only one product
as well as target the whole population by using single marketing mix. By using this strategy,
Billabong Clothing Retail Company can persuade the high amount of customers by eliminating
the segmentation from the marketing activities (Stone and Woodcock, 2014). Under this strategy,
Billabong Clothing Retail Company can involve different media approaches like digital media,
newspaper, social networking, television, and radio.
Positioning
Billabong Clothing Retail Company will emphasize on an individual who gives preference to
live a modern and trendy lifestyle in Australia. For those people, they will deliver trendy as well
as comfortable clothes as it has higher demand in the market nowadays. The company will also
pull the attention of people by improving the customer handling services as well as providing the
added value to customers as they are ready to pay a higher rate for buying the trendy and quality
products and services (Taiminen, 2016).
Summary of recommendations for Product, Price, and Distribution strategies

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Product:
Billabong Clothing Retail Company is a small company in Australia as it should deliver the
different kinds of clothing products. These products should be formals, casual, and party-wear.
In each kind of clothing products, Billabong Clothing Retail Company should offer the different
category of choices like local and international brands. As a result, it will make competent to the
company to meet the needs of customers by offering them a different category of choices
(Yadav, Joshi, and Rahman, 2015).
Price:
Billabong Clothing Retail Company should keep the slightly higher rate as compared to its
competitors in the marketplace. It could be recommended that Billabong Clothing Retail
Company should provide a different range of affordable clothing products due to high rivalry in
the marketplace. It should also provide the shopping card to their customer as it could be
prominent to mechanically maintain the record of consumers (Buchanan, Kelly, Yeatman and
Kariippanon, 2018). Consequently, there would be no requirement to keep the paper receipts
with regards to customer buying information.
Place:
Billabong Clothing Retail Company should expand their store in across Australia. It should also
use the online system to influence the purchasing pattern of the consumer with regards to
clothing products. It should also facilitate the mobile app services to their customers for
purchasing the clothing products from anywhere and anytime as it could be lucrative to pull the
attention of bulk of customers at the marketplace (Ryan, 2014).
Promotion:

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Promotion is another strategy that could be significant to positively persuade the individual
factors. Therefore, Billabong Clothing Retail Company should apply the innovation and creative
message for endorsing the clothing products. It should also provide the loyalty plan for their
customers such as clothing discount. In addition, Billabong Clothing Retail Company can apply
the online media as well as digital media strategy to efficiently persuade the individual factor
like need and personality via endorsing the clothing products (Staton, 2016).
Digital marketing communication plan
There is distinct technique implemented in digital marketing communication. It would be
significant to directly interact with the customers as well as develops the long-term coordination
with them. These digital marketing communication techniques can be Instagram, Facebook, and
Twitter, websites of company, e-mails, and Snapchat. As a result, it would be beneficial to
develop the awareness about Billabong Clothing Retail Company in the Australian clothing
market (Ryan, 2014).
Present action programs
Billabong Clothing Retail Company will execute the below procedure for completing the digital
marketing objectives:
Initial phase
Billabong Clothing Retail Company will invest AU$ 5, 00,000 to promote their products as well
as developing the awareness about their brand between wholesalers, distributors, and customers.
It will conduct the market research earlier for launching the products as it could be appropriate to
comprehend the needs and wants of customers (Buchanan, Kelly, Yeatman and Kariippanon,
2018).
Second phase

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Billabong Clothing Retail Company will commence interacting with the end consumers by using
digital communication medium as it would be appropriate to increase the customer’s demand
towards its clothing company. It will exercise several tools of social media such as e-mails,
Snapchat, Instagram, Facebook, LinkedIn, and Twitter. This stage supports the Billabong
Clothing Retail Company to meet their digital marketing objective in a feasible way (Yadav,
Joshi, and Rahman, 2015).
Third phase
Billabong Clothing Retail Company will pool the feedback from the consumers by their
experience of using the clothes of this brand. It would be appropriate to avoid the concern that
would rise in the goods and services. It would also support Billabong Clothing Retail Company
to enhance the product’s quality in the long-standing market (Staton, 2016).
Last phase
In this phase, Billabong Clothing Retail Company will take a judgment with regards to negative
comments that have given to the customers. In such way, it can formulate the feasible strategy to
avoid and eliminate the unfavorable comments. Consequently, it would be appropriate to gain
revenue of products in the Australian clothing market (Ryan, 2014).
Relevant Evaluation and Monitoring approaches
Marketing initiatives
There are different marketing practices that need a high amount of efforts before execution.
Moreover, reliable disclosure may facilitate the better outcome as marketing manager should
focus on the marketing approach, which has executed several times for 10 weeks. In such
manner, the marketing manager can maintain the marketing practices and track the several

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aspects of programs like responses generated, media application, revenue generated, return on
sales as well as cost and timing of promotion (Yadav, Joshi, and Rahman, 2015).
Feedback
Billabong Clothing Retail Company can take the feedback from the customers to examine the
favorable as well as the unfavorable aspect of e-marketing practices. By collecting the feedback
from the customers, a corporation can make required alteration and then execute this plan
(Buchanan, Kelly, Yeatman and Kariippanon, 2018).
Return on investment
It is assessed that return on investment is an essential component of executing the digital
marketing plan. For this, a corporation can assess whether a high amount of funds was spent on
the digital marketing plan. It could assess the funds that would be spent on each digital
marketing practice as well as analyze the whole performance. As a result, it will appropriate for
obtaining the expected return on investment (Staton, 2016).
Conclusion
From the above interpretation, it can be concluded that Billabong Clothing retail company,
Australia will assess the situation analysis to implement the digital marketing plan. For analysis
of the situation, the company will identify the key digital marketing trends as well as SWOT
analysis to assess the issue within an organization. It can be also summarized that company set
different digital marketing objective to get a favorable outcome from the digital marketing plan.
It can be also concluded that company will use undifferentiated targeting strategy to pull the
attention of bulk of customers by using single marketing mix strategy. It can be also summarized
that company should implement different marketing strategies such as product, price, place, and

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promotion. There are certain approaches will be used by the company to evaluate and monitor
the digital marketing plan.

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References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. UK:
Pearson Education.
Buchanan, L., Kelly, B., Yeatman, H., & Kariippanon, K. (2018). The effects of digital
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Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. UK: Prentice Hall.
Charlesworth, A. (2018). Digital marketing: A practical approach. UK: Routledge.
Kannan, P. K. (2017). Digital marketing: A framework, review, and research agenda.
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