Place Brand Digital Marketing Strategy

This assignment analyzes the digital marketing strategy of a place brand, specifically focusing on its social media presence. It identifies key problems such as inappropriate communication mediums and lackluster content. The analysis suggests that the PR team lacks the expertise to effectively manage the brand's online image. Recommendations for improving the digital strategy are also provided.

Running head: DIGITAL MARKETING
Digital Marketing
Digital Strategy Report
Student’s name:
Name of the university:
Author’s note:

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Table of Contents
Introduction......................................................................................................................................2
Explaining the reasons behind Place Clothing Brand’s unsuccessful digital marketing strategy...2
Identifying and describing target customers in digitally of Place Clothing Brand..........................3
Implementation of Instagram strategy of Engine Brand..................................................................8
Implementation of Twitter platform of Engine Brand...................................................................12
Conclusion.....................................................................................................................................16
Reference List................................................................................................................................17

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Introduction
This report is based on analysis of digital marketing strategies of two brands, one is
Place Clothing brand and another one is Engine Clothing brand. Engine brand is in Pakistan,
which rapidly growing in the digital marketing field. Engine brand has been successful since the
beginning of its journey in digital marketing. On the other hand, Place brand is not successful in
digital marketing as it failed to differentiate the target market. This report will explain the
reasons behind the failure of Place brand in the digital market along with describing the target
market. Moreover, use of Facebook, Instagram strategies digitally will be explained for Engine
brand. Third social media Twitter is chosen to demonstrate the strategy to attract more
customers. Moreover, a few images of digital platforms will be provided for practical
demonstration.
Explaining the reasons behind Place Clothing Brand’s unsuccessful digital marketing
strategy
Place brand, a local clothing brand in Pakistan does not have a website of its own;
however, this brand was launched in the year 2010. Place brand has 3 branches in Pakistan and
most of the people in Pakistan do not know about this clothing brand. Place brand mainly
focuses on kid's clothing and men's wears.
Place brand has not given priority in digital marketing, though it has Facebook page since
the beginning. Place brand does not spend more on marketing. Internet media is now a cost-
effective way to market the brand and to reach a large number of people. Place brand does not
use other social media pages like Twitter, YouTube and Instagram. Social media presence and

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digital presence gives the brand a visibility and customers can easily find the products that the
brand offers. Moreover, Digital media provides the brand image for the company and credibility
of the brand increases with digital marketing.
In addition, Place brand needs to understand the target market and it should target the
specific market in digital media. Lack of market campaigns on social media is another reason for
being unsuccessful. Lack of digital presence makes the brand unsuccessful in digital marketing.
Place brand does not have PR team that would answer the queries of customers and on e-
commerce websites; people cannot find their clothing items also.
Identifying and describing target customers in digitally of Place Clothing Brand
Place brand is at Karim Block, Lahore in Pakistan and it has local customers. Place
brand has two other stores in different cities. On social media pages, Place brand needs to
identify ideal customers and ideal customers are local people of Pakistan who wear fashion
clothing. First step to identify the target customer digitally is by understanding selling points and
analyse the existing audience. Second step is to use CRM software for the brand in order to
identify customer demographics and purchase pattern. Place brand partners with marketing firms
for primary research. Last step is to understand customer concerns. In the last stage, Place brand
needs to make a website with a domain name that would increase the credibility from the
perspective of customers. Place brand offers fashion clothing and apparels for mainly kids and
men. The target customers of the brand could be young generation and men who lives near
Lahore and other places near outlets of Place brand.
Mainly, men are the target audience of Place brand who live metropolitan cities of
Pakistan. Using Facebook, Place brand can use Facebook Ads Manager as it helps to reach the

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target audiences and find out people near the stores. Place brand has small audience group,
Facebook paid advertisement can help Place brand to expand the target market. Online behaviour
of the customers can be judged by the PR team (Carter 2011). If PR can understand when the
customers spend more time on Facebook and other social media, PR team can post images and
discounts on that time. Rapid increase of using of mobile internet subscription has boosted the
use of social media (17.6 million as of June, 2017). In case of Facebook, Pakistan have more
than 17 million user accounts. Pakistani people are also using Twitter and more than 280 million
people remain active on Twitter daily (Banister and Hogg 2016). Pakistani men blend eastern
and western style which creates unique effect. Pakistani fashion industry is now renowned in the
world. Dressing stylish and fashionable to enhance ones personality should be preferred. The
colors and styles should be age appropriate too.
Implementation of Facebook strategy of Engine Brand
Engine brand is a famous Pakistani fashion brand that has many stores all over the
Pakistan. Engine brand offers men, women clothing items and all year round they give sale in an
online platform. Facebook has the largest users than any other social media network and it can
give the best profitability (Ifinedo 2016).
1. The first step is to set objectives for the organisation as Facebook marketing goals. These
goals can provide awareness about the organisation to grab new likes to the page. Engine brand
needs to make a loyal and engaged community that likes the posts and images of the brand on
Facebook. Engine brand can ensure the use of engagement metrics like PTAT (People Talking
About This). Through Facebook, Engine brand can showcase the previous works and presents

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discounts that would engage customers and users. Engine brand can use Facebook as a lead
generator.
Figure 1: Screenshot of Engine brand Facebook page
Source: Facebook (www.facebook.com/EnginePakistan/)
2. Engine brand needs to research the target market and PR team can find out the time when
target markets spend maximum time on Facebook. Facebook demographic helps to get more
information about target market (Chimpanzi 2014). Engine brand can research about the
competition and the new strategies that they are taking.

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Figure 2: Screenshot of Engine brand Facebook page
Source: Facebook (www.facebook.com/EnginePakistan/)
3. Engine brand needs to design the Facebook experience as the customers want to notice
something unique from the brand. Engine brand can set up the editorial calendar about when to
post and Engine brand needs to be more regular with posting. While sending emails, Engine
brand can provide a link to the Facebook page and on the official website, they must provide a
Facebook link to connect.
4. The last step is about to measure the progress on Facebook strategy through seeing the insights
of customer engagement (Likes, comments, clicks and Share). Facebook is cost-effective and

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Engine brand can make a plan for giving Facebook advertisements through attractive contents,
images, videos and messages that can generate positive engagement from users.
Figure 3: Screenshot of Engine brand Facebook page
Source: Facebook (www.facebook.com/EnginePakistan/)
As stated by Saat and Selamat (2014), Media Richness Theory explains the
communication medium to produce the information. Moreover, the primary driver of any
communication is the message that it provides with interpreted data. Facebook is a grand
medium that can produce rich communication of all types, videos, images, texts and voice also.
Engine brand must provide real-time engaging posts taking help of Facebook advertisements;
they can gather more active users that may lead to having more customers.

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Figure 4: Implementation of Facebook Strategy
(Source: Self-developed)
Implementation of Instagram strategy of Engine Brand
Engine brand is in fashion clothing market and it needs to implement Instagram digital
media to attract more customers about their new design and creation. Instagram has 700 million
active monthly users from all over the world (Ryan 2016).
1. Engine Brand first needs to determine the purpose of using the Instagram platform. Instagram
allows mainly the users visual sharing. Moreover, Instagram provides the feel of on-the-moment
capturing and fashion can share the culture of people at its best. Instagram is mainly mobile-

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based app and Engine brand can share mobile capturing and users can relate to this with the
brand image.
Figure 5: Screenshot of Engine brand Instagram page
Source: Instagram (www.instagram.com/enginepakistan/)
2. PR team of Engine brand can make Instagram content based on target audience with
objectives. It is needed to build the themes with determining products and services. Engine brand
needs to brainstorm the idea of Instagram contents that can allure more customers.
3. Engine brand can use an Instagram analytic tool such as Sprout Social and it gives the benefit
of engaging the people with Instagram auditing. As it is a photo-sharing app, it is needed to
publish engaging photos and videos related dresses and fashions.

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Figure 6: Screenshot of Engine brand Instagram page
Source: Instagram (www.instagram.com/enginepakistan/)
4. Moreover, in using Instagram, Engine brand can use the strategy of respond to everyone and it
helps the brand to engage more people. The video and image must be high-quality level. Engine
brand can use Hyperlapse, Layout and Boomerang to make these more attractive. Instagram is a
direct channel and Engine brand can send private message to the users to resolve any issue.

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Figure 7: Screenshot of Engine brand Instagram page
Source: Instagram (www.instagram.com/enginepakistan/)
.According to Labrecque (2014), Parasocial Interaction Theory is about interpersonal
communication and the media effects on the individual. It states that media contents must attract
the users and Engine brand's contents must enthral the customers. Instagram will give the
benefits to display individual’s culture and fashion through videos and images.

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Figure 8: Implementation of Instragram strategy
(Source: Self-developed)
Implementation of Twitter platform of Engine Brand
Engine brand can use Twitter as third social media platform as a digital marketing
strategy. Twitter generates leads, build awareness, build community, create a positive opinion
and build thought leadership (Mullins and Walker 2013).
1. Engine brand needs to listen strategically to the customers’ desires as it gives awareness of
new items and dresses to the people. It provides customer support to the team that provides
community engagement.

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Figure 9: Screenshot of Engine brand Twitter page
Source: Twitter (twitter.com/enginepakistan)
2. Engine brand needs to decide that Twitter can fit into the digital marketing taking
consideration of traffic, conversions and sales. Twitter can increase the traffic to the website. On
Facebook, Engine brand can promote the Twitter page.

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Figure 10: Screenshot of Engine brand Twitter page
Source: Twitter (twitter.com/enginepakistan)
3. Engine brand can use a tool like Followerwonk and SocialBro to identify the target audiences.
Moreover, the marketing style of the hashtag can generate more leads to Twitter page. With the
help of Twitter, Engine brand can use this as full advantage by giving the advertisements,
‘promoted tweets’ and ‘promoted accounts’.
4. Engine brand needs to understand the best times for Tweeting that can engage more customers
with best content ideas that suit the culture and fashion sense of Pakistani people. Most
importantly repeat tweets can get up to 86% of performance of initial tweet. Joining conversation
will engage more people on single post.

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Figure 11: Screenshot of Engine brand Twitter page
Source: Twitter (twitter.com/enginepakistan)
As opined by Ifinedo (2016), Gratifications Theory is about understanding the people and
understands the reasons behind seeking specific media to gratify the needs of the people. Twitter
will give the advantage to have an audience-centred approach to Engine brand as audiences are
not passive consumers.

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Figure 12: Implementation of Twitter strategy
(Source: Self-developed)
Conclusion
In this report, the reasons behind the failure of Place brand have been identified and
implementation of social media policies has been discussed. It has been observed that Place
brand has been facing challenges from digital marketing as PR team cannot understand the exact
strategies to be taken. The PR team of Place brand is not wise enough to resolve the issues of a
digital platform. The wrong selection of communication medium and poor contents on social
media pages are main reasons behind this.

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Reference List
Banister, E.N. and Hogg, M.K., 2016. Negative symbolic consumption and consumers’ drive for
self-esteem: The case of the fashion industry. European Journal of Marketing, 38(7), pp.850-
868. Accessed on 21 September 2017, Viewed at:
http://www.emeraldinsight.com/doi/abs/10.1108/03090560410539285
Carter, B. 2011. Digital marketing for dummies. Chichester: John Wiley & Sons. Accessed on 21
September 2017, Viewed at: http://as.wiley.com/WileyCDA/WileyTitle/productCd-
1119235596.html
Chimhanzi, J., 2014. The impact of marketing/HR interactions on marketing strategy
implementation. European Journal of Marketing, 38(1/2), pp.73-98. Accessed on 21 September
2017,Viewed at: http://www.emeraldinsight.com/doi/abs/10.1108/03090560410511131
Ifinedo, P., 2016. Applying uses and gratifications theory and social influence processes to
understand students' pervasive adoption of social networking sites: Perspectives from the
Americas. International Journal of Information Management, 36(2), pp.192-206. Accessed on
21 September 2017,Viewed at:
http://www.sciencedirect.com/science/article/pii/S0268401215001085
Labrecque, L.I., 2014. Fostering consumer–brand relationships in social media environments:
The role of parasocial interaction. Journal of Interactive Marketing, 28(2), pp.134-148. Accessed
on 21 September 2017,Viewed at:
https://pdfs.semanticscholar.org/0aee/0ed8579cff5baffdcbf0a7adce9982b40289.pdf

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Mullins, J. and Walker, O. 2013. Marketing management. New York: McGraw-Hill. Accessed
on 21 September 2017,Viewed at: http://trove.nla.gov.au/work/19372088
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers. Accessed on 21 September 2017,Viewed at:
http://ewing.ir/download/Understanding-Digital-Marketing.pdf
Saat, R.M. and Selamat, M.H., 2014. An examination of consumer's attitude towards corporate
social responsibility (CSR) web communication using media richness theory. Procedia-Social
and Behavioral Sciences, 155, pp.392-397. Accessed on 21 September 2017,Viewed at:
http://www.sciencedirect.com/science/article/pii/S1877042814057772