Digital Marketing Strategies for Clarks: Facebook Analysis and Google Analytics

REPORT OF CLARKS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Overview of Clarks (C. & J. Clark International Ltd).................................................................1
ANALYSIS OF FACEBOOK.........................................................................................................1
DIGITAL ANALYTICS TO MEASURE SUCCESS.....................................................................4
RECOMMENDATIONS.................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Overview of Clarks (C. & J. Clark International Ltd)
Clarks also known as C. & J. Clark International Ltd is a British international shoe
manufacturer and retailer. Clarks was founded in 1825 in England by Cyrus and James Clark.
Organization has more than 1000 franchises and stores present all around the world. They also
sell their products through third party distribution as well. Main products sold by them are
footwears. They are mainly known for their Desert boots, high ankle boots, school shoes,
joyance sandal etc. They have more than 15000 employees working for them all around the
world. They have broad customer base and provide different range of products for wide range of
customers present globally. They target two distinct customer groups: First group is professional
workers or students and second groups are housewife or women who look forward for stylish
shoes. Clarks is one of the top British shoe brands who have various competitors such as Little
Burgundy, Allbirds, Muroexe and Designer brands also known as DSW. Out of these DSW is
one of the top most rival of Clarks.
Clarks is focusing using various kinds of digital technologies for marketing of their
products and services. They have implemented various kinds of digital technologies for their
stores and supply chain as well. These technologies have not only helped them to increase their
sales but has also helped them to increase their customer base, provide value products to their
customers and has also helped in improving retention rate. These digital technologies have also
helped in boosting their overall sales. One of the main digital marketing techniques that Clarks
uses is social media (Mariani, Mura and Di Felice, 2018). With the help of social media, they
engage their customers within their products and services. They also ask their customers for their
opinion so that they can not only do proper marketing of their products but can also identify
scope area to for improvement. Some of the commonly used social networking sites used by
Clarks for digital marketing are Instagram, Twitter and Facebook. Other than using social media
marketing, Clarks also uses Search engine optimization as one of a digital marketing strategy to
engage their customers.
ANALYSIS OF FACEBOOK
Use of social media nowadays is increasing continuously because of which it has become
quite easy for organizations to reach an advance level to engage their customers (Mariani, Di
Felice and Mura, 2016). Clarks also uses social media for marketing of their products and
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