Digital Marketing Strategies for Plush Sofas

Running Head: DIGITAL MARKETING
DIGITAL MARKETING
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DIGITAL MARKETING
Question 1
List four (4) Digital Marketing techniques used by plush.com.au. Discuss ways in which each of these
techniques may be considered effective (or ineffective) marketing tools for Plush (Word Length:
Approximately 200 words)
Plush.com.au has used quite a number of digital marketing strategies which has led to many people
visiting the site and ordering for more sofas. This has led to increase in annual total sales. The digital
marketing strategies used by plush.com.au include; Search Engine optimization (SEO), Content
Marketing (CM), Social Media Marketing (SMM) and Email Marketing (EM) (Vital Design, 2018).
Search Engine Optimization is an efficient marketing strategy that is quite efficient in online marketing. It
involves a site being ranked high on the search engine results pages. When a site is ranked high, it
receives more traffic, thus more chances on increasing the number of sales.
Content Marketing is another digital marketing strategy enhanced in the plush.com.au site. Content
about the products that plush displays is very important. Content Marketing leads to creation of the
brand awareness and traffic growth. Any potential customer visiting the website gets enough
information about the sofas and can comfortably choose the sofa they could wish to buy.
Social Media marketing has also been used by Plush Sofas. The social media channels include: Facebook,
Pinterest, Instagram, YouTube and Twitter. Using the social media channels, Plush Sofas promotes the
brand awareness.
Finally, Plush Sofas has integrated Email Marketing strategy in the website. Any website visitor can opt
to subscribe for newsletters from the website. Once a customer has subscribed, they will get the latest
promotions, sofa care and product services notification via email. This will enhance promotion on
content, discounts on various products and more people will be visit the website.
Question 2
List three (3) digital marketing channels used by Plush Sofas, for example webstore, social media,
marketplaces. Review a) How plush.com.au uses these channels - are these channels used for sales
or for brand awareness, or both? b) Is there brand consistency across all 3 channels or does brand
confusion/inconsistency exist? (Word Length: Approximately 200 words)
The digital marketing channels used by Plush Sofas include social media, webstore and emails.
Social media is one of the most used digital marketing channels used by Plush Sofas. The social media
channels used include YouTube, Facebook, Pinterest, Instagram and Twitter (Saini, 2017). Most people
get the brand awareness through social media. The social media is not used for sales but can indirectly
impact on sales and some potentials customers tend to visit the site thus resulting to more sales
(Chaffey and Ellis-Chadwick, 2016).
Webstore digital marking channel has really helped in the development of most businesses all over the
world. People are in a position to order items online. The webstore tend to increase the number of sales
made by businesses especially for Plush Sofas. The factors that determine how efficient a webstore is,
include: hosting availability and security, the user interface of the webstore and the maintenance of the
webstore. Using webstore, potential customers can view the content about various products offered by