Digital Marketing Report: Strategies for Boohoo.com (Marketing Module)

This report analyzes digital marketing strategies, focusing on social media (Facebook and Twitter), mobile marketing, and content marketing. It explores the importance of customer relationships and retention, identifying core strategies for effective social media campaigns, analyzing traditional versus social media marketing, and examining the scope of mobile marketing. The report also delves into the role of content marketing in attracting customers and building relationships, including legal considerations. Using Boohoo.com as a case study, the report provides recommendations for implementing these strategies to enhance their digital presence and customer engagement. The report includes an introduction, detailed sections on each marketing area, a conclusion, and a reference list.

DIGITAL MARKETING
1

Table of contents
Introduction................................................................................................................................3
Part one: Social Media Marketing..............................................................................................4
Importance of Facebook marketing and Twitter marketing on building customer relationship
and identification efficient platform to acquire customer retention...........................................4
Indentifying and explaining the required core strategy to develop effective social media
marketing strategy......................................................................................................................6
Analysing the traditional marketing and social media marketing to develop organisation’s
marketing strategy......................................................................................................................8
Part Two: Mobile Marketing......................................................................................................9
Examine the scope of field that an environment on the mobile will provide to the online
vendor. Also discuss that why mobile phones are used and give the effect on the decision of
marketing communication..........................................................................................................9
Part 3: Content marketing........................................................................................................14
Role played by content marketing in attracting customers and building relationship with the
strong audience.........................................................................................................................14
Laws need to consider while developing content marketing across various platforms...........16
Conclusion................................................................................................................................18
Reference List..........................................................................................................................19
2

Introduction
Digital marketing is a process in which the organisation uses technological advancement in
order to market their services and products. Digital marketing includes several ways or
marketing process. These processes include social media, content writing and mobile
connection. The major advantage and opportunities an organisation can cherish for digital
media will be discussed. Being the digital marketing consultant of Boohoo.com, the required
steps for digital marketing for this concerned company will be discussed in this assignment.
3

Part one: Social Media Marketing
Importance of Facebook marketing and Twitter marketing on building
customer relationship and identification efficient platform to acquire
customer retention
Tuten and Solomon (2014) said that social media is a platform for marketing which is being
used by the organisations in order to interact with customers in more number. Social media
has developed numerous opportunities for the company to design their marketing strategy.
These opportunities are being enjoyed by the companies in the competitive field. In order to
develop repetitive sales, customer relation is required. Customer relationship helps to develop
brand recognition. Customer will prefer the same brand to time and time if the organisation
has been able to create effective customer relation.
Hollensen and Raman (2014) opined that social media is an advanced form of marketing
which meets the technological expectation of the customers from the companies. Social
media has become a weapon for engaging the potential customers as well as the regular
customers. Social media provides opportunity build relationship with the customers where
they can open up their choices and preferences. The major two platforms social media are
Facebook and Twitter. These two social media sites contribute to the development of
customer relationship.
The importance of Facebook in customer relationship:
To retain the existing customer's customer relationship is needed. Facebook provide the
opportunity for the companies to develop a link with customers for 24/7.
 Share company’s core value:
Ashley and Tuten (2015) pointed that in Facebook, the companies provide an opportunity for
the customer to voice for own choice. In this concerned social platform, the customers share
their preferences. On different festival, the companies post on Facebook, which related a
maximum number of the customers. Being the digital marketing consultant of Boohoo.com,
Facebook marketing can be suggested through which customers will be connected with the
company 24/7. On any festival, Boohoo.com can post video advertisement, which will be
4

able to deliver the core values of Boohoo.com. This type of video advertisement also
advocates the brand name and includes the participation of the customers.
 Fulfilling customer’s expectation by replying to their queries:
Chang et al. (2015) observed that the customer will become a loyal customer of the company
if they get proper information for their queries, which they have posted, on Facebook.
Booho.com can adopt customer service in order to increase customer relationship. Facebook
delivers an opportunity for the Boohoo.com to develop the relation with specific individuals.
By mitigating, the customer's queries on time companies can provide a better customer
experience, which will help the organisation to build the customer relationship.
 Additional usage of products
Another importance of Facebook is to acknowledge customer regarding the addition usage of
the products. For example, a scarf can be worn in form to make it more stylish. Through
Facebook, the companies can inform the additional possible way to muse the products.
In order to acquire theses advantages, Boohoo.com can adopt Facebook marketing as their
new digital marketing strategy.
Importance of Twitter marketing
Twitter is another social media, which helps to provide customer services. By using Twitter,
marketing the companies can cherish certain opportunities, which are discussed below:
 Development of link:
Twitter is a worldwide medium, which is being used for the development of reciprocal links
between the company and the customers. If the name of the company is being mentioned
many times then it will be a part social media index, which will be able to create a link
between customers and organisation.
 Twitter provides customer service:
Twitter also works as platform customer service as here customer can ask queries or issues.
This will be management or resolved by the digital media marketing authority of the
company. As the company faces difficulties to resolve the problems of the customer because
5

of their vast size, it can solve the problem of the customer at ground level with the help of
twitter.
 Makes everything viral in seconds:
Every company tries to get viral, as this will increase their popularity in the competitive
market. With one click the companies will be able to make their products, advertisements
make viral. This helps the customers are notified with ever initiative made by the company.
Being the digital marketing consultant of Boohoo.com Twitter marketing can be suggested in
order to develop more efficient customer service.
Between Facebook and Twitter, Facebook can best choice for social media marketing for the
company as market penetration is far more strong in Facebook rather than in Twitter. In
Twitter, the number of the user is less than Facebook as some specified intellectual people are
using twitter. On the other hand, Facebook is being used by a large number of people as this
will make the company able to develop strong customer relationship. Boohoo.com can
develop customer relationship by adopting Facebook social media marketing strategy. This
customer relationship finally helps to acquire customer retention of the regular customer of
Boohoo.com.
Indentifying and explaining the required core strategy to develop effective
social media marketing strategy
Vinerean et al. (2013) pointed that to develop effective social media marketing, the
companies have to consider certain stages. By conducting each stage effectively, the
objective of social media can be acquired. Every stage of the formation social media
marketing has a certain aim. These aims determine the success of the social media marketing
strategy adopted by the organisation.
Goal clarifying:
Goal clarifying is processed in which actual goal or purpose of the company for using social
media marketing strategy is being clarified. The aim of this stage is to develop a base of
social media marketing strategy. If the objective is not clear then it will be difficult for the
companies to accomplish their goals.
Defining the potential audience:
6

This stage focuses on identification of the customer whom the company will target. As the
customer prefers both customised products as well as a customised marketing technique,
defining potential customers helps the company to target a specific audience. The aim of this
stage is to set a target of a pre-defined goal.
Competition analysis:
Luo and Zhang (2013) said that the stage plays a crucial part in the social media marketing
strategy. The company needs to analyse competitions to understand the strength and
weakness of their competition. By analysing the existing competition in the market, the
organisation will be able to develop an effective social marketing plan. The aim of this stage
is to gather information about the competitors in order to make more strong and effective
marketing plan.
Identification of core values and topics:
This stage determines the identification of the topic about which the company will post or
share. The topic should be pre-decided so that required information of material can be used to
make it more inspiration post. This stage helps to reduce the challenges of the marketing
strategy. The aim of this marketing plan is to a topic, which can consider the core value of the
organisation.
Engaging targeted audiences:
After completing the previous steps, in this step, the post will be shared and engage the
audience in the online conversation. This conversation helps develop a customer's
relationship. The aim of this stage is to make the bond between the customers and company
stronger.
Using Analytics:
Zhu and Chen (2015) opined that this stage is basically a monitoring stage when the
marketing department of the company monitors the status of social media marketing to
understand whether the goal of social media marketing is being achieved or not. The aim of
this stage is to monitor the success of the social media marketing and ensure the goal of this
marketing strategy.
7

As Boohoo.com is planning to develop a new digital marketing strategy, these prescribed
stages have to be followed or accomplished.
Analysing the traditional marketing and social media marketing to develop
organisation’s marketing strategy
Ananda et al. (2014) pointed that traditional marketing strategy refers to printing
advertisements on magazines and newspapers whereas social media marketing determines the
advertisement through social media like Facebook and Twitter. Both strategies contribute in
satisfying the organisational marketing needs. Tradition marketing is the process in which
local audiences can be reached more easily. Tiago et al. (2014) said that the disadvantage of
this traditional marketing is that the success of the marketing process is difficult to judge. The
social media marketing strategy determines the use of Facebook and Twitter in order to
market any product or service. One of the major advantages of social media marketing is that
the measure of the result is easier in this type of marketing. While developing the marketing
strategy of Boohoo.com the integration of these two marketing strategies is required. In order
reach to the local people who do not use social media, this concerned company will use
traditional marketing. On the other hand, to step forward with current trend it can use social
media marketing. This will help the organisation to acquire the targeting goal.
8

Part Two: Mobile Marketing
Examine the scope of field that an environment on the mobile will provide
to the online vendor. Also discuss that why mobile phones are used and give
the effect on the decision of marketing communication
(Source: http://primaldm.org)
According to Andrews et al. (2012), mobile marketing is the type of digital marketing in
which is being done through the mobile devices like the smart phones, PDAs, and tablets. In
this generation, we have seen that people are relying more on the smart phones, as many
people using social network site like Facebook, also using an online retail site to buy some
stuff, booking transport etc. It is a huge revolution for the digital market by the help of the
mobile device. This type of digital marketing mainly uses the latest technology of the mobile
like Google maps for the location for making campaigns for marketing based on the
customer's location or the place, which has been frequently visited. As said by Miller (2012),
mobile marketing can be used to promote individualized services and a product to the user
who is continuously has been connected to a network through their mobile device.
9

As coined by Persaud and Azhar (2012), in mobile marketing promotions can be done by
various ways like text messaging by SMS, sending media through MMS, also by
downloading the application from the help of in-app marketing. By the help of our two
operating systems, which is Android and iOS, mobile marketing has reached a new level by
using the application, we can able to use by scanning QR codes and by scanning the 2D
barcode. The users can also be alerted by the help of location-based services and proximity
system.
The different type of mobile marketing are well explained below
SMS Marketing
According to Ryan (2016), SMS (Short Message Service) marketing is done by the help of a
target marketing which is done by sending a coupon with shops name in form of SMS where
the clients can use this SMS to market their stuff in that shop. This helps in advertising the
company by using this method. This also helps the company to interact with the public and
the public can able to meet their own needs and this way company’s sale will get the increase.
Also using this marketing strategy is very much cost effective for the company and can reach
out every people.
MMS Marketing
MMS (Multimedia Message Service) Marketing is the type of mobile of marketing in which
message is sent to the public in form of images, videos, and audios. With the help of this
marketing, the company can able to reach out a large number of customers. It is faster to open
a MMS rather opening the media file in an email. The company can able to save all the
contacts in the database, and then they can attach the text message with the media file in the
database and then can send the messages to their respective customer very easily.
Push Notification
As said by Rohm et al. (2012), push notifications were first introduced by the company
Apple in the Smartphone. It is actually a message which pop-ups on the mobile device. With
the help of this App, the publisher can able to do many things like the recent sports score,
getting the discount coupon, flashing sales etc. This way the company can able to promote
products and can improve customer experience. It benefits both the customers and the
companies.
App-Based Marketing
Mobile marketers take the advantage of this type of marketing because the usage of the app is
increasing at the high rate. An App can show what the user is wanting and the different
10

option to change according to it. With the help of this company can analyze according to the
demand of the user. It is very useful because the customers can able to buy their goods using
the app and this company can increase more customers by giving discounts.
In-game Mobile Marketing
Many people nowadays play game on their mobile. The company able to show it’s
advertisement by showing a video in the game which will able to benefit both the company
and the game developer. It is very useful for the advertiser because the user who is playing
the game is very much indulged to it so they wait for the game to continue by watching the
advertisement. They can also use their logos or customize the message in game play
accordingly and this helps to feature the game rather distracting. It can mainly be used in
RPG games like Sims.
QR codes
As said by Gao et al. (2013), QR (Quick Response) code is the type of matrix barcode which
contains data about the item which has been attached to it. It looks like a square grid and a
white background and it has four types of standardized encoding modes. In case mobile
marketing the company can able to show its information to the user by putting the data inside
the code. The user can able to scan it by using the QR code reader app. They can also attach
discount coupon into and sent it to the user, which will the company to grow.
(A sample of QR code, Source: https://upload.wikimedia.org)
Bluetooth
Bluetooth used by the user globally in the mobile phone. It enables convenient and secure
connectivity for the range of device and services. It is done by creating a Bluetooth hotspot,
which is cost effective, and it is a highly secure way for marketing. The hotspots create an
environment for back and forth messaging. The company can able to promote by sending
messages in form of text, audio, GIF or video to the user whose Bluetooth is for
advertisement.
11

(Logo of Bluetooth, Source: https://upload.wikimedia.org)
Location Based Services
Location Based services are the type of mobile marketing in which the companies use to sent
advertisement and other required information to the subscriber according to their current
location by the help of GPS. This system can be used as by the help of Google maps, with the
help of this map the company able track the location of the user. It is tracked through the GPS
chip, which is attached inside the mobile phone or using the closest mobile phone towers or
using the trilateration or radiolocation according to the strength of the signal. With this, we
can able to track the user location for delivery.
Proximity System
Mobile marketing through the proximity system is done through GSM, which able to define
the short message service by cell broadcast. It allows the message to broadcast to all the cell
phone users in the particular geographical area. With the help of these the company can sent
advertisement through broadcast messages to the user, which help in the growth of the
company.
Ring less voice-mail
The growth of the mobile technology has the ability to leave a spoken audio message on the
phone without ringing and dialing the line. In the case of the mobile marketing, the company
can send an audio to their clients with the information they want to or as a reminder for any
upcoming or ongoing sale, rather sending a do not reply email. It easily reachable to the
clients and the process is quicker than email.
From here, we can find that the mobile marketing plays an important role for the recent
generation, as it has become the medium for promotion for next generation to extend the
communication and interaction with the clients. Mobile marketing mainly depends on the
faster growth of new mobile technologies, which will lead the boohoo company to use more
strategy for marketing. Both the user and advertiser must also be aware of the privacy issues,
which are being concerned that how the data is collected in the cell phone and it is known
going to any unknown source. The company has to identify the theft if it is going to the spam
12