Marketing Strategies: Email and Mobile for Costa's Customs Project

This project analyzes email and mobile marketing strategies for Costa's Customs, a retail clothing and tailoring business. It begins with a summary of email and mobile marketing, exploring their strengths (broad market reach, ease of use, and tracking response) and weaknesses (platform diversity and privacy issues). The project then hypothesizes marketing strategies for Costa's Customs, focusing on targeting customers in the Chicagoland area with discounts and promotions. A visual mockup of a marketing email is provided, along with a mobile advertisement example. The project concludes by emphasizing the importance of email and mobile marketing in the retail industry for building customer relationships and reaching a wider audience through digital marketing channels. The assignment includes references to support the analysis.

Running head: EMAIL AND MOBILE MARKETING
Email and Mobile Marketing in Costa’s Customs
Name of the Student:
Name of the University:

1EMAIL AND MOBILE MARKETING
Table of Contents
1. Summarize email and mobile marketing and analysis of the strengths and weaknesses............2
2. Hypothesize on the case document company and strategy..........................................................4
3. Include a visual mockup for a Costa's marketing email..............................................................5
4. Mobile advertisement..................................................................................................................5
5. Conclusion...................................................................................................................................6
References........................................................................................................................................7

2EMAIL AND MOBILE MARKETING
1. Summarize email and mobile marketing and analysis of the strengths and
weaknesses
The mobile marketing is multi-channel marketing strategy which is aimed to reach the
target market audiences on Smartphone, tablets and mobile devices via the website and email.
Email and mobile marketing is implemented in Costa’s Customs to target people from aged 25
and up from Chicagoland areas. The individuals are included both men as well as women of
ethnicities. The mobile email strategy for selected company is covered how the brand will sort
usage of Smartphone in pocket of the customers. Smartphone allows persons to go for using
web, search as well as accept updates on status (Armstrong et al., 2015). The mobile and email
marketing changes ways people will interact with other brands, in-stores with the friends, work
and finally with the email program. This strategy is used to identify changes and use new
possibilities to reach the email marketing furthermore business goals.
The strategies meet with success but Costa’s average customers are become older. The
business model of the company is based on developing long stand relationships with the
customers those can benefit from repeated businesses. Details on the marketing strategies, tactics
as well as objectives of mobile campaign are being featured (Hartemo, 2016). The employees at
Costa maintain a higher level of knowledge in fashion and tailors articles of clothing. Strengths
and weaknesses of the email and marketing strategy for Costa’s Customs are as follows:

3EMAIL AND MOBILE MARKETING
Strengths:
Mobile marketing reaches a broader market: The Smartphone as well as tablets are
cheaper and portable as compared to traditional laptop (Rowles, 2017). It means that people are
not required to come online and they will not face barriers related to financial in addition
technological.
Ease to work: The mobile devices are simpler as well as it is less costly as compared to
the desktops plus laptops. It makes easier to issue the promotions as well as marketing incentives
services. The information is also kept handy (Shareef et al., 2016). It is easier as in case the
customers have to shop, they can download the voucher to the handset and then they display the
voucher at the checkpoint deprived of need of internet connections.
Convenient to use: The size of screen of the mobile phone is smaller, and then it will
limit the possibility of content as it is showed. It sorts usage of the mobile phone convenient as it
keeps simple and basic. Simpler content is being adapted to different portable platforms.
Tracking response: The user response is being tracked immediately. The mobile and
email marketing is efficient method to gather operator data (Smith, 2016). It helps the mobile
advertiser to understand as well as determine user behavior plus create buyer personas.
Mobile payment: This facility is suitable for the users to perform the payment through
use of mobile phones from anywhere and anytime. The users are accessible secured online
payment workings via innovative mobile web systems.

4EMAIL AND MOBILE MARKETING
Weaknesses:
Platform too diverse: The mobile devices are not consisted of standard as compared to
laptops as well as PCs. The phones are come in various shape, size, therefore the screen size is
constant (Kotler & Armstrong, 2015). The email as well as mobile platforms are used in various
operating system, browsers. It makes the strategy for all to get in difficult.
Privacy issues: The savvy mobile marketers are required to understand as well as respect
the fact that the users should go for privacy (Huang, Lu, & Ba, 2016). Email and mobile
marketing strategies should offer instructions to opt marketing communications that the users
want and satisfy to get.
2. Hypothesize on the case document company and strategy
When designing the email for Costa Company, it included creative imagery and content
which is associated with the brand. This e-commerce clothing store stores email with 60%
discount to entice the subscribers to make the first purchase from their store. The first thing that
the company do is start the selling of the products at right way. The customers are educated with
latest style and entertain them with latest content. The mobile marketing makes a key tactic to
grow the business (Verhoef, Kannan, & Inman, 2015). It makes the site mobile friendly as digital
traffic is coming from Smartphones as well as tablets. It leads to increase in business profit and
sales. When it comes to purchase made as result of marketing campaign, email and mobile
marketing strategies has highest conversion rate beating social media. The first step through
promotional email and mobile is picking the products for offer. Therefore, Costa is providing
their customers with discount of minimum 60%. There is particular time of the offer which is

5EMAIL AND MOBILE MARKETING
shown as 13th April-16th April. A new coupon code is also provided through which the customers
can buy the products at discounted price.
3. Include a visual mockup for a Costa's marketing email
The visual mock-up of Costa’s marketing email is shown in following link:
Marketing Email Link: https://mailchi.mp/787e1925963b/new-offers
4. Mobile advertisement
Banner
Screenshot
The above mobile advertisement shows the sale discount for the Costa Customs with the
clothing products. This creative design is selected so that the customers can know the discounted

6EMAIL AND MOBILE MARKETING
amount of the products and through learn more option, they can search for more products in the
site.
Link: https://share.bannersnack.com/bdui688mz/
5. Conclusion
It is concluded that it is important to pursue email marketing campaign in the retail
industry so that it builds relations with prospects, current customers and past customers as it is a
chance to speak directly to the customers in inbox at any time which is convenient for the
customers. The mobile marketing develops the marketers by providing them opportunity to put
marketing messages in hands of their present and past customers. This strategy allows the
marketers to reach wider range of customers by evolving them in digital marketing. The ad
formats, customization in addition to styles are varied in mobile marketing as compared to other
platforms. Most of the users are spending time in internet and mobile devices, therefore email
and mobile marketing strategies helps to reach the customers in easier and convenient way.

7EMAIL AND MOBILE MARKETING
References
Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D. (2015). Marketing: an
introduction.
Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of
Research in Interactive Marketing, 10(3), 212-230.
Huang, L., Lu, X., & Ba, S. (2016). An empirical study of the cross-channel effects between web
and mobile shopping channels. Information & Management, 53(2), 265-278.
Kotler, P., & Armstrong, G. (2015). Principles of Marketing-Global Edition. Pearson.
Rowles, D. (2017). Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
Shareef, M. A., Dwivedi, Y. K., & Kumar, V. (2016). Mobile marketing channel. In Mobile
Marketing Channel (pp. 25-45). Springer, Cham.
Smith, N. (2016). Successful Digital Marketing in a Week. Teach Yourself.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-
channel retailing: introduction to the special issue on multi-channel retailing. Journal of
retailing, 91(2), 174-181.