Digital Marketing Analysis: Strategies and Recommendations

This report provides a detailed analysis of The Boutique Society's digital marketing strategies within the context of the fashion industry in Singapore. It begins with a brief overview of the business, its market, and current marketing approaches, including segmentation and distribution strategies. The report then critically examines current digital trends and microenvironmental factors influencing The Boutique Society, such as customer behavior, competitor strategies, and the role of suppliers and distributors. Key areas where digital marketing technology will impact the company over the next two years, including AI, chatbots, and multichannel marketing, are described. The report concludes with specific recommendations for improving the company's digital marketing approach, including the development of chatbots, email marketing, and AI-driven customer communication, accompanied by an action plan for implementation, specifying responsibilities, timelines, and reporting structures.

Running head: DIGITAL MARKETING ANALYSIS
DIGITAL MARKETING ANALYSIS
Name of the Student
Name of the University
Author Note

1DIGITAL MARKETING ANALYSIS
Table of Contents
Brief description of the business and the market in which it operates............................................2
Providing a detailed description of the company's current marketing strategies.............................3
Providing a critical analysis of current digital trends and activities in the microenvironment.......4
Description of key areas where digital marketing technology will impact the industry and
company over the next two years....................................................................................................6
Recommendations for changes to the company's Digital Marketing approach...............................7
Action plan for implementation of recommendations.....................................................................8
References........................................................................................................................................8

2DIGITAL MARKETING ANALYSIS
Brief description of the business and the market in which it operates
The Boutique Society is a fashion organization that is mainly committed towards
providing unique products to the customers that are developed by the local artisans and the firm
also aims at supporting emerging designers. The organization also aims at celebrating the ancient
crafts from different parts of the world in order to develop the limited edition based collections.
The products are also based on a modern twist that is able to fulfil the demands and needs of the
consumers. The company is able to meet the needs and demands of customers with the help of
modern and unique products along with the chances of growth that are provided to the local
communities as well (Theboutiquesociety.com, 2020).
Singapore had joined the fashion revolution in the year 2014 with the help of different
social media based campaigns and the events as well. The Fashion Revolution has been able to
enhance the levels of transparency, ethics and sustainability in the fashion industry of Singapore.
Singapore or “The Lion City” is considered to be one of the major business hub that operates in
Asia. The fashion organizations and the industry as a whole is able to offer major levels of
contribution to the growth of the economy of Singapore (Theboutiquesociety.com, 2020).
The report will be based on the marketing strategies and digital marketing activities that
have been performed by the organization. The digital trends that can have an influence on the
future operations of The Boutique Society will be analyzed in the report in detail. The
recommendations will be provided with respect to the changes that can be made in the digital
marketing strategies of the organization that can help in future growth and improvement of
revenues as well.

3DIGITAL MARKETING ANALYSIS
Providing a detailed description of the company's current marketing
strategies
The Boutique Society has implemented a mix of the demographic, psychographic and
geographic segmentation based strategies that have been helpful for the organization to fulfil
growing needs of the consumers. The organization has developed limited number of stores in
different parts of the country and aims a targeting selective customers. The unique products of
the organization also have the ability to fulfil needs of a particular group of customers. The
organization has been able to develop its position in the fashion industry with the support that is
provided by customer centric approach that is implemented in its operations (Aswathy and Nair
2020). The customers of the organization are mainly targeted with respect to the designs and the
updated trends that are a part of the fashion industry. The Boutique Society also aims at the
developing a competitive advantage in the industry with the help of the image that it has been
able to form with respect to its sustainable operations and support provided to local communities
(Cole, DeNardin and Clow 2017).
The distribution strategy that is implemented by The Boutique Society is also considered
to be a major part of the marketing strategy of the firm. The sustainability is mainly maintained
within supply chain of the firm in order to provide its contribution to the improvement of
operations of The Boutique Society. Marketing strategies of The Boutique Society is able to
support the organization so that it is able to face the high levels of competition in the fashion
industry of Singapore. Clothing and fashion retail industry of Singapore is considered to be
highly competitive in nature and the behavioral culture is also able to pose major challenges to
the growth that is gained by the firm (Du Plessis 2017). The Boutique Hotel has been able to
provide major levels of importance to the quality of the products and the variety that is offered to

4DIGITAL MARKETING ANALYSIS
the consumers as well. The company offers its products to a selective consumer group who are
interested in purchasing the unique items (Felix, Rauschnabel and Hinsch 2017).
The pricing strategy that has been implemented by The Boutique Society is termed as
value based pricing. The price of the products are mainly based on the perceptions that
consumers have related to the product quality and value that it is able to provide as well. The
implementation of value based pricing strategy is able to influence the ways by which products
are offered to a particular group of consumers (Kasilingam and Thanuja 2020).
Providing a critical analysis of current digital trends and activities in the
microenvironment
According to Kumar (2020), digital marketing is mainly considered to be a component of
the marketing process that is able to use the internet and the online digital technologies that
include the computers, digital media platforms and the mobile platforms. The social media and
digital media platforms are able to promote the services and products of the organizations. The
changes that have taken place in the current business trends have led to the development of
brands and the business strategies as well. The digital platforms have started gaining huge
importance based on the ways by which marketing plans can be implemented by the
organizations that are a part of the modern business environment (Lindsey-Mullikin and Borin
2017).
As discussed by Opresnik (2018), the increasing usage of digital and social media based
platforms have led to the implementation of various digital marketing techniques that include
search engine marketing, search engine optimization, content marketing and influencer
marketing. The changes in the operations of modern business organizations have led to the

5DIGITAL MARKETING ANALYSIS
development of various trends that are a part of the digital marketing techniques. The different
trends that have started becoming quite common in the digital marketing activities include voice
search, smarter chat, micro moments, virtual reality and augmented marketing, live videos, AI
and machine learning, engagement-based email marketing, browser push notifications, content
personalization (Nahili and Rezeg 2018).
According to Stephen (2016), the micro-environment based factors have a major impact
on the digital marketing activities that are performed by the modern organizations. The constant
changes that have taken place in the internet have been able to reduce the control that
organizations can have on the internet and digital marketing activities. The organizations thereby
need to the control the various factors that have an impact on the market space. The customers
are considered to be the most important part of the micro environment of an organization. The
enhancement of sales volume of the organizations is based on the ways by which customer base
can be enhanced and revenues can be increased as well (Taiminen 2016).
As discussed by Todor (2016), the competitors on the other hand are also considered to
be a major part of the micro environment of modern organizations that aim at implementing
digital marketing techniques. The competitor strategies and the future activities of the
organization can also influence the ways by which the firms can face the high levels of
competition in the industry. The suppliers are also a major part of the micro environment in
which organizations can maintain their operations Suppliers are able to play a major role in
enhancing the growth of organizations in their respective industries. The distributors of the
organizations are able to influence the operations and delivery channels that are developed in
order to reach the customers. The different aspects that are a part of the micro environment are

6DIGITAL MARKETING ANALYSIS
able to influence the organizations that aim at implementing the digital marketing strategies
(Victor and Devi 2018).
Description of key areas where digital marketing technology will impact the
industry and company over the next two years
The Boutique Society is an organization that is able to fulfil various types of demands
and needs of the customers who are a part of the fashion industry. The different areas of
operations of the firm will be influenced by the implementation of digital marketing strategies of
the firm. Digital marketing technologies can be implemented by the company in order to reach
the customers faster and to understand their demands and needs as well. The organization will be
able to maintain its position in the industry with the support that is provided by effective digital
marketing strategies and activities (Vinerean 2017). The company will be able to enhance
awareness related to the products that are offered to the consumers with the proper
implementation of digital marketing techniques. The digital trends and the innovations will be
able to play a major role in enhancement of the position of The Boutique Society in the fashion
industry of Singapore (Nahili and Rezeg 2018).
Artificial intelligence can be used by the organization in order to develop the digital
marketing based portfolio which is mainly dependent on the channels and goals of The Boutique
Society. The Chatbots can also be implemented by the organization with the help of the social
media platforms including Facebook and LinkedIn. The Chatbots will be helpful for the
organization to understand the demands and needs of the customers who are a part of the fashion
industry. The support that can be provided by Chatbots to the customers will have an impact on
the relationships that are developed by the organization (Aswathy and Nair 2020). Multichannel

7DIGITAL MARKETING ANALYSIS
or omni-channel marketing techniques can be implemented by The Boutique Society for the
purpose of reaching the customers through different channels. The experiences provided to the
customers will also be improved in an effective manner with the support that is provided by
implementation of omni-channel or multichannel marketing activities (Cole, DeNardin and Clow
2017).
Email marketing is another major digital marketing technique that can be used by a
fashion organization like The Boutique Society in order to reach the customers. The experiences
and events that are organized by the firm can be taken into consideration for the purpose of
enhancing the digital marketing activities that can be performed in order to improve the position
in the industry. The digital marketing techniques and activities that are performed by the
organization will be able to support the growth of The Boutique Society in the fashion industry
of Singapore (Felix, Rauschnabel and Hinsch 2017).
Recommendations for changes to the company's Digital Marketing approach
The major recommendations that can be provided to The Boutique Society will be mainly
based on the ways by which digital marketing techniques can be implemented for the purpose of
enhancing the revenues and customer base of the firm as well.
The digital marketing approach of The Boutique Society will be started with the
development of Chatbots that will be a part of the social media pages or platforms
of the organization.
Email marketing can be another major approach that will be implemented by The
Boutique Society in order to reach the customers faster and understanding their
needs as well.

8DIGITAL MARKETING ANALYSIS
The digital marketing portfolios will be develop by The Boutique Society in order
to communicate with the customers and understanding their needs as well.
Action plan for implementation of recommendations
Action required Who will do this? By when? Where will it be
reported?
Development of
Chatbots with the
help of social
media platforms.
Marketing manager 2 year To the marketing
department.
Email marketing
techniques to reach
larger group of
customers.
Marketing manager 2 year To the customer
relationship
department.
Artificial
intelligence can be
used to the
communicate with
customers.
Marketing manager 2 year To the IT
department.
The action plan that has been developed will be based on the ways by which the three
strategies can be implemented in an effective manner and the organization can reach the

9DIGITAL MARKETING ANALYSIS
customers faster as well. The marketing department of The Boutique Society will be able to play
the most important role in proper implementation of the strategies and fulfilment of the digital
marketing objectives that are set by the firm as well. The improvement of communication with
the customers will also support the future growth of a fashion organization like The Boutique
Society in industry.

10DIGITAL MARKETING ANALYSIS
References
Aswathy, R.V. and Nair, V.R., 2020. A study on digital marketing and its impact. Our
Heritage, 68(30), pp.7557-7561.
Cole, H.S., DeNardin, T. and Clow, K.E., 2017. Small service businesses: Advertising attitudes
and the use of digital and social media marketing. Services Marketing Quarterly, 38(4), pp.203-
212.
Du Plessis, C., 2017. The role of content marketing in social media content communities. South
African Journal of Information Management, 19(1), pp.1-7.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Kasilingam, R. and Thanuja, V., 2020. RECENT TRENDS IN DIGITAL
MARKETING. Studies in Indian Place Names, 40(3), pp.4215-4224.
Kumar, D.S., 2020. IMPACT OF DIGITAL MARKETING–STRATEGIES AND
CHALLENGES. Studies in Indian Place Names, 40(18), pp.1362-1371.
Kumar, P. and Singh, G., 2020. Using Social Media and Digital Marketing Tools and Techniques
for Developing Brand Equity With Connected Consumers. In Handbook of Research on
Innovations in Technology and Marketing for the Connected Consumer (pp. 336-355). IGI
Global.
Lindsey-Mullikin, J. and Borin, N., 2017. Why strategy is key for successful social media
sales. Business Horizons, 60(4), pp.473-482.

11DIGITAL MARKETING ANALYSIS
Nahili, W. and Rezeg, K., 2018, October. Digital Marketing with Social Media: What Twitter
Says!. In 2018 3rd International Conference on Pattern Analysis and Intelligent Systems
(PAIS) (pp. 1-5). IEEE.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social Media (pp.
333-341). Springer, Cham.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Taiminen, H., 2016. One gets what one orders: Utilisation of digital marketing tools. The
Marketing Review, 16(4), pp.389-404.
Theboutiquesociety.com, 2020. The Boutique Society - The World Of Sustainable Style | About
Us. [online] The Boutique Society. Available at: <https://theboutiquesociety.com/about/>
[Accessed 9 April 2020].
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.51.
Victor, N. and Devi, R., 2018. A Study on the Impact of Social Media on Digital Marketing.
In International Conference on Management and Information Systems September (Vol. 21, p.
22).
Vinerean, S., 2017. Importance of strategic social media marketing. Expert journal of
marketing, 5(1).