Digital Marketing Plan for Chic By Choice: SOSTAC and Omnichannel

This report provides a comprehensive digital marketing plan for Chic By Choice, a company specializing in rental designer clothes. It begins with an introduction to digital marketing, contrasting it with traditional physical marketing channels, and explores the rapid growth and popularity of digital strategies. The report delves into the comparison of digital marketing tools such as organic social media, email marketing, and SEO with physical marketing methods like direct selling and direct mail. It then contrasts e-commerce platforms with physical channels. A detailed SOSTAC digital marketing plan is presented, outlining the situation, objectives, strategy, tactics (including the 4 Ps of marketing), actions, and control mechanisms. The report also explains omnichannel marketing, its development, and popularity, along with the measurement techniques and performance metrics used. Finally, it discusses actions taken to improve digital marketing performance, including SEO optimization and content reach measurement, providing valuable insights for marketing professionals. The report concludes with a list of references.

OMNI CHANNEL DIGITAL
MARKETING PLAN

Introduction to digital marketing and a
comparison with physical marketing
channels
 Digital marketing encompasses on all the marketing efforts by using the electronic devices
or use of internet or use of mobile devices or social media and search engines in order to
reach customers. So, marketing experts of Chic By Choice have to consider the digital
marketing as best way of communicating with their customers. Digital marketing
landscape is an evolving state of digital media as well as advertising.
 It can provide a company a huge opportunity for growth in business as it refers all
products and tactics which can be used by Chic By Choice marketers in order to attract
people.

Cont..
 Offline marketing concept refers to a marketing strategy which is published and released
outside the internet. Company can adopt this marketing strategy over different channels of
media such as television, newspapers, banners, radio, etc.
 On the other hand online marketing is a marketing strategy in which internet is used in
order to advertise or promote company's goods and services. It involves using of email
campaigns, web content, social media campaigns etc. Offline marketing has got limitations
can not guarantee the exposure width but online marketing has got no limits for example
customer can browse marketing campaign at any time.

Why has digital marketing grown so fast?
Why is it so popular?
 Voice Search: Voice search has gained popularity and is in demand in which all queries
are voice based as per the comscore. There are two types of voice searches as smart
speakers like Google Home, Amazon's Alexa.
 Augmented and virtual reality marketing: This ads is considered as a major applications
which can be used by marketers in attract their customers. It can help Chic By Choice to
bring unreal environments into realistic experiences.
 Live Videos: Live content is growing faster due to number of social networking apps such
Instagram, Facebook, You-tube etc.

Compare and contrast digital marketing
tools with physical marketing channels
 Organic social media: It is consider as the most powerful tools for marketing where a
company can post their ads on Facebook, Twitter, Instagram, etc. So many people spending
time on social media is becoming an important channels of digital marketing.
 Email marketing: It is also an important tool of digital marketing as it is easy to send
emails to multiple customers and continues to grow approximately by four percent over a
year.
 Search engine optimisation: It is most useful tool for digital marketing process as it will
increase the quantity and quality of company's website traffic and increases the visibility of
company's website.

Cont..
 There are also various brick and motor channels or physical marketing channels direct
selling which involves interaction with customer face to face by using sales man. Another
method is direct mails which includes postcards, catalogues etc. where catalogues and
postcard sent to customers. Another form physical marketing is billboards, where ads of
company are posted.

Compare and contrast e-commerce
platforms with physical channels
 Within the improvement in technologies and growth of internet it has lead to the growth of
e-commerce and digital marketing platforms. As it have provided various opportunities for
the company in conveying their message to huge audience instantly which can be not be
done by physical channels.
 Also, digital marketing platforms also provides an opportunity to offer better customer
services and answer their queries quickly which has improved the customers experience.

Create a plan using SOSTAC
DIGITAL MARKETING PLAN
Company name: Chic By Choice.
Situation: Presently company has decline in sale due to lack of awareness among people
Objective: To employ different range of marketing communication tactics which can help the company to reach
out company's target market of different genders, culture and ages.
Strategy: To promote the advertisement of renting designer dresses which are sources from different brands, boutiques
and various e-commerce platforms. The price of rental dresses will be ranging as per normal designers to high quality
brands. The target people for this marketing strategy will be both men and women of age 18 to 50 years.
Tactics: In order to generate awareness various digital marketing tools will be used by adopting 4 Ps of marketing mix
Product: Rental designer clothes
Price: Price will be ranging as peer designer of clothes
Place: The target market of this marketing objective will be entire UK's fashion industry and men and women
with the age of 18 to 50.
Promotion: There are various marketing channels which a company can chose but the most effective marketing
which is suitable for this marketing plan is Social media marketing. Marketing department of Chic By Choice will
make their presence on social media, marketers have to develop various social media themes with appropriate
images and video in order to attract people. Also, same themes can be used for email marketing which forms
another channel of marketing. Company can also make use of pamphlets and make use of print media in order to
promote their products across the country to attract targeted customers.
Actions: This plan will be executed by marketers of the company by making a proper analysis of the plan and
developing a marketing strategies accordingly.
Control: In order to measure or control the various benchmarks will be set.
Budget: Total budget which will be allocated to this marketing plan will be 2000 Euros.

What is omnichannel marketing?How has it
developed and why is it so popular?
 Omni channel marketing refers to using multi sales channels to provide integrated
shopping experience to customers. Here, shopping is done vis smart phones, physical store,
etc.
 This resulted in that organisations no longer needed to have different agents for handling
different channels of communication and using different system which never interacted
with each other. So, this gave rise to omni-channel marketing.
 While moving towards omni-channel, different channels are connected through centralised
single routing system which helps in creating 360 degree view for customer's interaction.
 This has allowed customers to have the benefits of seamless, customised, high quality
customer experience.

What measurement technique/performance
metric are you going to use
 Website traffic metrics: Company's website serves as its home base and also serves the
face of brand. So, all the digital marketing efforts should focus on driving the traffic there.
 Positive use is it provides traffic that how many people have visited website.
 Negative is it requires in depth analysis and time consuming process.
 Bounce rate: It refers the exit rate, it refers the percentage of people leaving company's
website or social networking page.
 Positive use is website page is identified from where people have left it.
 Negative is it do not provide appropriate data.

Actions you have taken to improve the
digital marketing performance
 Assessing the tech: Based on the budget allotted is limited then marketers have to answer
the following questions in order to achieve its marketing goals.
 SEO optimisation: It is vital for the organisation to audit their SEO within B2C
environment, with the help of SEO company can measure their SEO success by traffic,
heatmap analytics, A/B testing.
 Measuring the content reach: It is important for the organisation to measure their
external and internal content reach which can give Chic By Choice to have a broader
picture of content topics, content types or message which can be effective for the market.

REFERENCES
 Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
 De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies,
online reviews and hotel performance. International Journal of Hospitality Management.
72. pp.47-55.
 Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
 Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers