Digital Marketing Portfolio: APIVITA - Strategy and Analysis

This digital marketing portfolio analyzes APIVITA, a cosmetic company specializing in natural ingredients. It begins with an introduction, a brief overview of the company, and an analysis of its market position. The portfolio then delves into PESTEL and SOSTAC analyses to understand the external and internal factors influencing APIVITA. The core of the portfolio focuses on digital marketing strategies across various platforms, including Facebook, Twitter, Instagram, blogs, and Pinterest. For each platform, it proposes strategies, analyzes situational factors, and develops content plans, including the use of SEO, key performance indicators (KPIs), and calls to action (CTAs). The portfolio highlights how APIVITA can leverage social media to enhance its brand presence and achieve its marketing objectives. The document emphasizes the importance of adapting marketing strategies to the evolving digital landscape and maintaining a strong online presence to attract and engage customers. The portfolio covers strategy, tactics, action and control of various marketing channels.

Digital Marketing Portfolio:
APIVITA

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Brief overview of the company..............................................................................................1
Analysis of market position of APIVITA .............................................................................2
PESTEL Analysis of APIVITA..............................................................................................4
SOSTAC Analysis..................................................................................................................5
Marketing Portfolio ...............................................................................................................6
ARTEFACTS...................................................................................................................................8
1. Facebook.............................................................................................................................8
Proposing a strategy...............................................................................................................9
Using SEO ...........................................................................................................................11
Key Performance indicators (KPI's).....................................................................................13
Developing a CTA................................................................................................................14
Content plan..........................................................................................................................14
2. Twitter..............................................................................................................................16
Propose a strategy ................................................................................................................16
Pay per click (PPC)..............................................................................................................20
Developing a CTA................................................................................................................21
Content plan..........................................................................................................................21
3. Instagram .........................................................................................................................22
Proposed strategy..................................................................................................................23
Situational analysis...............................................................................................................24
Content plan .........................................................................................................................25
4. Blog .................................................................................................................................27
Proposing strategy................................................................................................................28
Kietzman 7 blocks................................................................................................................28
Content plan..........................................................................................................................29
Developing a CTA................................................................................................................30
5. Pinterest............................................................................................................................31
Proposing a strategy ............................................................................................................31
Consumer engagement.........................................................................................................33
Content plan..........................................................................................................................34
Developing CTA..................................................................................................................36
REFERENCES..............................................................................................................................37

INTRODUCTION
Digital marketing strategy is considered as a combination of various processes that can
help an organisation to achieve their goals and objectives (Ashley and Tuten, 2015). There are
various ways of digital marketing strategies that can be involved by APIVITA in order to
maximize the overall popularity and productivity of a cosmetic company. Out of all the ways,
social media marketing is considered as one of the efficient ways that can be used because more
than half of the population is using social media. Therefore, this can be classified as an
appropriate way of expansion of its products and services in different parts of the world. There
are various artefacts that can be considered within this and are beneficial. These involve
Facebook, Twitter, Webmail, Instagram and Blog.
Brief overview of the company
APIVITA is one of the leading manufacturers of cosmetic products that are made from a
wide range of natural ingredients. The firm has been started by two pharmacists with a thought
that there are enormous products and factors in nature that can be used for manufacturing
something beneficial. The vision of APIVITA is to create value for environment as well as for
economy. APIVITA has an enormous number of trusted customers who are satisfied with their
range of cosmetics because they think that the overall range of products is affordable and also
has a great impact on skin as well. Therefore, this trust of customers has successfully helped
APIVITA to move on an efficient basis. The firm has expanded its operations in over 15
countries from all over the world. It involves a wide range for men as well as women. and also, it
acquires a specialised set of products for babies as well.
Although, natural ingredients are being used in their product range but at the same time,
they also ensure to maintain sustainable development. It is considered as an effective measure
because the firm does not only think about their current profitability but also, for the nature that
resources should be maintained in a way so that future generations can also be able to make use
of it. In various products, herbal ingredients are also used. Although honey is one of the major
ingredients for their whole product range but, they make use of various other ingredients as well
that are herbal and safe to the skin. The number of employees in every branch of APIVITA is
about 300 – 500 members.
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Analysis of market position of APIVITA
Market position means the overall rate of perception of customers towards processes and
operations of an organisation. The overall demand of manufacturing and selling cosmetics range
has been increased rapidly from a few years. So, every cosmetic industry is trying to involve
different ways and products so that they can be able to satisfy the customers to a high extent.
APIVITA is one of the leading brands with enormous number of products and a trusted customer
range but there are various competitors of the firm that are continuously trying to involve factors
so that they can achieve a higher market position than APIVITA. There are some market
positioning strategies as well that can help in analysing the actual market position of APIVITA.
As per the statistics, it can be analysed that the traffic on website of APIVITA fluctuates.
As in January 2018, it has been represented that the overall number of visitors who visited on
their website were about 100 k whereas, in April 2018, it fluctuated again and went high up to
250 k. After that, in July 2018 as well, it went up to 150 k. So, for maintaining a higher rate of
traffic for a larger amount of time, APIVITA can ensure to interact with different customers and
resolve their issues. Also, involvements of ways like offers, discounts, etc. can also maintain
attention of customers towards website.
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When users search for APIVITA on the internet, there are two types of results that come
like organic and the paid ones. Organic search refers to results have been occurred on the basis
of latest searches whereas, paid searches means when APIVITA itself pay to the website for
advertisements. So, on the basis of results achieved, it can be considered that 94.93% searches
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have been organic and 5.07% was paid. Therefore, from this fact, it can be classified that
APIVITA only pays about 5% to advertise their products and other 95% responses come from
customer's direct interest. This means that APIVITA holds a good marketing position. A fact that
APIVITA should ensure here is the competitors continuously try to involve some methods,
techniques and ways so that they can achieve a higher position and larger competitive advantage.
So APIVITA also has a variety of rivals such as Korres. Therefore, for preventing themselves
from any sort of external activity, they can ensure to change their strategies and techniques on a
regular basis so that their position and competitive advantages in the market can stay maintained.
PESTEL Analysis of APIVITA
For analysing the external range of factors of APIVITA, PESTLE analysis can help.
Different factors have been discussed as below:
Political
APIVITA is actually a Greece company instead of a fact that it has expanded in about 20
firms across the world. If the political situation of Greece has to be considered, then some facts
are clear enough that in every month, there occurs some sort of strike. One of the basic factors
that has been held responsible for it is that employees of various organisations are not happy with
their work because they are not being provided even with the salaries on time. So, they are
fighting for their rights. Also, taxation has majorly affected the overall situation of country. So,
APIVITA can ensure to adjust the manufacturing cost of their products in a way that even after
adding tax, it can seem to be affordable for customers.
Economical
The economic crisis has affected living of people to a high extent. There are various
people who do are not involved in any buying of cosmetics because of financial crisis. So,
APIVITA can also ensure to produce a range of small products with an affordable range so that
they can also be able to use it.
Social
Rate of economic crisis has already affected conditions of various people. The rate of
corruption has also been observed to a high extent. Therefore, APIVITA can ensure to deal with
processing and manufacturing of products honestly and not being a part of corruption. This can
help them to gain more customers.
Technological
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There is a requirement in technologies in APIVITA so that they can properly process
natural ingredients in a form that they can be easily used by people are quite costly. Although,
APIVITA has involved a range of these machines and thus, they can satisfy the needs of
customers.
Environmental
European Union has implemented stricter standards towards environment so that if any
organisation will be making use of any environmental product or ingredient, they should ensure
to maintain the sustainability. An efficient fact that can be considered here is that APIVITA
already follows this factor. Therefore, this factor cannot throw any negative impact on the
customer satisfaction rate. The policies of maintaining sustainability by APIVITA is known to
their customers as well as government. So, they can try to maintain this.
Legal
When government has changed, new legislations occur with it as well. Therefore, this can
be considered to be quite tough procedure to be implemented while managing other activities of
the store. So, APIVITA can ensure managing all processes and resources efficiently so that
during any new legislation, they can be easily able to implement the same.
SOSTAC Analysis
SOSTAC is considered as a proper framework or model that can help APIVITA in an
appropriate planning of marketing processes. Different factors associated with it are described as
below:
Situation
The current situation of APIVITA is that they hold an efficient place in market because
more than half of their customers are satisfied with their product range. But to maintain it, the
firm can ensure to involve some more attractive ways such as offers, discounts, etc.
Objectives
The basic objective of APIVITA is to make involvement of natural ingredients to use in
their cosmetic products so that it can stay safe on their skin. Although, they are one of the
leading firms dealing with natural range but they want to be on top. For this, their forte is to
maintain sustainability so that future generations can also make use of it.
Strategy
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The strategy of APIVITA is that they want to make use of environmental factors so that
there can be no side effect of products on their skin. This is their strategy to attract customers.
Tactics
Paper packaging has been reduced by the firm and also, they have implemented a proper
treatment plan for the waste that is gathered from manufacturing of various products.
Action
Their plan is to satisfy a wide variety of customers by satisfying their needs. Whether it is
about the skin or hair, they want to provide them the best.
Control
APIVITA has been successful enough in providing the customers efficiency in cosmetics
range. Also, they make involvement of natural ingredients. In addition, the firm has enormous
satisfied customers as well. So, it can be considered that company is going well in the market
place.
Marketing Portfolio
Facebook
Facebook is one of the leading platforms that involves the information and interest of
enormous number of people. So, promoting the new and modified cosmetic range by means of
pages in Facebook can be considered as an effective strategy. It is because more than half of the
population has access over it. Some use it for passing time, fun and a few for gaining an
increased rate of understanding and information. So, if APIVITA considers this as a way of
promoting their products and services. By means of Facebook, it can surely help them to achieve
and attract a wide range of customers. Also, APIVITA can develop a call to action (CTA)
because there is a major possibility that company can receive immediate responses from
customers.
Twitter
Twitter is another artefact that is extremely popular and covers millions of users. Also,
this can be used as a tool for promoting various products and services of an organisation.
Although there are various social networking websites but Twitter is considered as one of the
largest and popular websites which involves the profile of enormous people (Kaur, 2016).
People tweet on twitter and along with the basic tweets, there are some who promoted tweets as
well. Twitter is considered as one of the largest platforms for promoting some specific range of
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products or services. So, APIVITA can also make use of Twitter for a better promotion.
Therefore, the organisation that promotes through means of Twitter has to pay for the
advertisement. But the fact that is to be ensured here is if company pays to get the advertisement
on Twitter, in return, it will also be receiving the attention and interest of people. As company
deals with a range of cosmetic products, there might be a possibility that it will be able to gain
the interest of a wide range of customers. They can also gain the interest of people by means of
an impressive call to action. Therefore, this artefact is also considered as an essential measure for
APIVITA to be used for achieving the interest of customers and an increased productivity.
Instagram
Instagram is also considered as a well-known and popular artefact that can be involved by
APIVITA. There are some advertising policies of every social media networking website. After
complying the fact that particular advertisement follows all regulations of advertising policies, it
can be posted (Felix, Rauschnabel and Hinsch, 2017). So, similarly if APIVITA ensures to
promote their cosmetic range through Instagram, most probably, it will get posted within 24
hours. Also, if the particular advertisement contains some matter that is irrelevant and should not
be shown, in that case, Instagram can reject the advertisement as well. As APIVITA is a
cosmetics company and will promote their products to expand in other countries and for gaining
customers, Instagram can be considered as one of the effective measures to achieve the interest
of customers.
Blog
Blog is considered as another way that can be ensured by APIVITA. The fact that can be
ensured here is that blog is something different from other ways of social media. Like in case of
Twitter, Facebook, etc., APIVITA can post online so that it can reach mass audience. But in case
of blog, APIVITA can include all the essential details and products that are being involved and
can help them to expand throughout. So, if by the means of blog, they want to promote their
products and services, in that case, they can paste the link of their blog to various popular
websites (Tuten and Solomon, 2017). It is considered as one of the effective ways. This can also
be termed as search engine optimisation in which the link of specific blog is being pasted in
various popular websites. So, when people access to that website, they can refer to the link as
well. This however increases the rating of blog. Therefore, APIVITA can ensure pasting the link
of their blog to various popular websites. It will help them to get an increased rate of popularity.
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Web mail
Although web mail is considered as not so popular option like Facebook, Instagram, etc.
but the security measures in Web mail are considered to be higher enough. Through means of
web mail, APIVITA can ensure to communicate to its customers, telling them about the
modifications and involvements in services and products. APIVITA can send an e-mail to all
their customers so that they can get to know about the new features and products involved. Also,
this is considered as a quiet time consuming process, but it helps in maintaining the security
concerns of organisation. Unlike Facebook, Instagram, etc., Web mail is considered as a
commercial and professional way of interacting with customers. This looks quite professional as
well. Interacting and promoting products through means of web mail can also be classified as a
strategy. By this way, the customers can also ensure this as a professional way and can take
interest in dealing with them. Therefore, these ways are classified as some artefacts that
APIVITA can involve for an efficient marketing and dealing of various processes so that they
can be able to make efficient expansions and achieve a better productivity.
ARTEFACTS
1. Facebook
APIVITA can ensure to involve the strategy of promoting their cosmetics range by means
of Facebook. There are various ways that can be involved by APIVITA. One of the effective
ways that can be considered is the fact that APIVITA can generate a page on Facebook so that
they can promote all their cosmetic range on that page. Then they can set the target and post
something about the products and services (Rowley and Keegan, 2017). It is important because
by this means, APIVITA can be able to continue the interaction with customers. Maintaining
effective relationship with customers is very important because when customers will be happy
enough, then there will be higher probability that their focus can stay maintained towards
operations and processes of APIVITA.
Then, for involving some sort of creativity in product range, APIVITA can ensure to
represent their product range with some of its applications and videos as well. This is one of the
interesting ways that can be used for attracting the customers. Also, it is obvious that many
customers will message APIVITA; some for enquiry or some for complaining. Therefore,
APIVITA can ensure to interact with customers on a regular basis so that efficiency can stay
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maintained within that. So, if APIVITA will be active enough to communicate with the
customers, they can also share their issues and ideas. APIVITA can take feedback from
customers that whether they are satisfied with the product or not.
Proposing a strategy
It is considered as an effective strategy because by these ways, APIVITA can ensure that
if there are some factors which are not that much suitable and relevant, then they can make
modifications in as soon as possible. APIVITA can also communicate with customers and tell
them to post the images of products they have purchased. This is considered as a smart idea
because when other people will visit their page, posts like these can help in attracting them.
Another important factor of this strategy can be done with the help of search engine optimisation
(SEO). This is considered as an important and beneficial tool that can help in increasing the
overall ratings of particular page.
For this, APIVITA can paste the link of their page to other websites that are popular.
When people will open these websites, there will be a higher chance that they can refer to the
pasted link also and get to know about the cosmetics range of APIVITA. Therefore, they can
involve search engine optimisation as it is considered as one of the effective strategies that can
help them to make their business bigger and more popular. Therefore, this strategy and factors
can be considered by APIVITA in order to make effective changes and also, for increasing their
popularity rate. It will however help APIVITA to achieve a higher productivity rate as well.
APIVITA can develop a page on Facebook where the complete information related to
products is available. Developing a page will help people to get information and remain updated
with cosmetic items. It is an easy way to attract people (El Sawy and et.al., 2016). When people
will get to know about APIVITA page, they will enquire about it. Also, the complete information
can be collected from there. Besides this, APIVITA can track the data of people who have liked
that page. Then, those people can be targeted and emails can be sent to them. Facebook is a
platform through which a large number of people can be attracted from a single place. A lot of
people spend free time on Facebook. So, this provides an opportunity to APIVITA to promote
their business. Main benefit APIVITA will get from this is that it can be updated on both
platforms at the same time.
Also, people who are unaware of APIVITA can get connected. It will rise the graph of
APIVITA in connecting people. The rise in graph Facebook will also show rise in Instagram.
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Social media marketing has become a popular concept. Furthermore, APIVITA can update its
page regularly. In this new product details can be added. With this, people can know about the
variety of cosmetic products. APIVITA can also keep a track of people who comment and share
the page. This will help APIVITA to have an eye on its marketing strategy. Along with this,
strategy that can be followed by APIVITA is collecting data of people through Facebook and
sending them emails (Champagne, Hung and Leclerc, 2016). By sending mail to the people, it
will be easy to get their response. Moreover, it will reduce the expenses of APIVITA.
APIVITA can also promote page on other websites. With this the chances of interacting
with customers will increase. This will create market awareness among people. When people
will like APIVITA page they will automatically promote it. Furthermore, sharing of page helps
in increasing range of marketing. It will lead to rise in subscriptions. Due to this APIVITA costs
in marketing will decrease. Also, company can develop effective marketing strategies. Besides
this, they can maintain monthly records on how many people have liked their page. It will be a
great effort made by them. For this APIVITA can set standards and measure the results. It will
help in taking effective actions in real time. Also, it will be useful in developing future strategies.
Using Facebook for this will help APIVITA to analyse market trends. APIVITA will know
which type of customer are mostly attracted towards it.
One of the way that Facebook can use for promoting their range of products by means of
paying Facebook. In that case, Facebook tends to advertise the specific company and products on
enormous number of accounts using Facebook. Even though one is not subscribed to the website,
then also, the advertisement tends to appear on the screen. The fact that is to be ensured here is
that along with the payment method, APIVITA can also tend to promote their cosmetics range
through Facebook and that too without paying them. APIVITA can also ensure to develop and
implement this strategy as by this way, they can be able to achieve the attention of various
people. Setting goals is the first step. Therefore, APIVITA should ensure to make the goals clear
that what is their actual target range and by what factors, they can promote them. Staying clear to
the audience can help the firm during this phase. As APIVITA deals with a wide variety of
cosmetics, so it is obvious that the target audience can be women, young and teen girls more than
that of men. This can be termed as an efficient factor of the strategy because finding a perfect
target audience can actually help APIVITA in achieving all targets and goals.
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