Marketing Analysis: Digital Strategies for Costa's Company

This assignment provides a comprehensive analysis of Costa's marketing strategies, encompassing email marketing, mobile marketing, paid and organic search, and social media marketing, including influencer marketing. It explores the strengths and weaknesses of each approach, offering recommendations for improvement. The analysis delves into specific strategies such as leveraging customer reviews in email marketing, developing a mobile shopping application, and utilizing social media platforms like Instagram and Facebook for influencer marketing. Furthermore, the assignment examines the concepts of customer synergies, technographics, and the use of platforms like Yelp.com for local business reviews. The paper also covers the importance of employee expertise and well-being within the company's internal environment, offering a holistic view of Costa's marketing landscape and strategies for future growth. Additionally, the assignment includes a cost classification exercise, analyzing various expense items related to market research focus groups, categorizing them as direct/indirect and fixed/variable costs.

Competency 1
o Email marketing uses email to raise brand recognition, generate leads, and motivate new
and existing customers to act.
Strengths: It's easy to use, spread, and track your progress.
Weaknesses include the possibility of communications being labeled as spam, failure to reach
the intended audience, and a lack of originality.
Mobile marketing uses mobile devices to generate leads, brand recognition, or inspire
prospective & potential customers to act. Intended for a specific group of people.
Strengths include a broader audience, immediate results, ease of communication,
convenience, controllable reactions, viral capacity, or mass communication leadership.
Weaknesses include navigational difficulty, safety concerns, and a wide range of channels.
o Email marketing
Costas may utilize email marketing to promote previous buyers’ comments about their
products and customization. You may provide a coupon for a discount on their first tailoring.
Mobile marketing
Costa's may develop a mobile shopping application that enables potential customers to see
how an item would look before purchasing it. Because tailoring is done, there are significant
advantages, and marketers should emphasize their ability to target various garments.
o Email marketing is essential because not everyone who owns a mobile device is interested
in social media or nice. When producing advertisements, diversify their customer should
target specific age groupings.
o The world has changed, and most online buying is now done on mobile devices. More leads
and, ultimately, more purchasing possibilities are generated through mobile marketing.
Competency 2
o Paid search vs. organic search
People who find business links within search engine results generate organic search traffic.
Organic search results are influenced by SEO optimization. Visitors who click on a link inside an
advertisement or paid listing that a company has paid for to display at the top of the search
results are considered paid search traffic.
Strengths and weaknesses of organic search
SEO, or search engine optimization, is the name given to all of this effort. SEO is a long-term
play requiring constant attention from the person in charge of your website.
It can take a firm six months or more to reach the first page of Google, and once there, you
must maintain that position. However, you can begin seeing returns in improved traffic and
consumer interest as soon as you begin optimizing your website.
Strengths and weaknesses of paid search

Pay-Per-Click (PPC) marketing / PPC advertising are terms used to describe paid search
marketing. It’s because, with PPC advertising, which is the most frequent type of search ad, the
advertiser pays whenever anyone clicks on their ad. Paid search advertisements, often known
as PPC ads, are primarily text ads except for product listing ads and display ads for partner
websites, including graphics. In a sponsored search or PPC campaign, marketers are frequently
concerned with enhancing the quality of their ads and the relevancy of keywords to landing
sites to attain a higher ad rank and cheaper cost from the three spots available on a SERP.
o You'll be able to see your organic search results alongside the performance data for text
advertisements in your Google Ads search ads once you connect your Google Ads with
Search Console accounts. It's worth noting that the paid & organic report only looks at the
performance of text ads. Statistics from Shopping advertising and click-to-download ads
are not included. Look for searches where you appear in organic search with no
accompanying text advertisements and use the report to find suitable keywords to
promote your Google Ads accounts. By adding filtering for "ad impressions = 0" and "ad
impressions X," you can find queries with a low number of sponsored impressions. All
organic search data will be imported into each account if you have several accounts. You
can uncover duplicate organic inquiries and identify searches with no paid text ad clicks
across all accounts by downloading a paid & organic report in a management login (for
Google Ads accounts with the same language and geo settings). You can also use an extra
filter to find questions that contain specific content, such as your company's name or the
names of your most essential products and services.
o Cost classification, service sector, and market focus are market research organizations
facilitating focus groups for consumer product firms. Eight people are compensated every
session to provide feedback on new items in each focus group. These focus groups in hotels
and are guided by a Market Focus-hired qualified independent marketing specialist. Each
specialist is paid a fixed retainer and a per-session fee for conducting a certain number of
sessions. A Market Focus employee attends each session to guarantee that all logistical
aspects go successfully. Assign each expense item (A-H) to one of the following categories:
a. Each focus group's direct or indirect (D or I) costs b. How the total expenses of Market
Focus alter as the number of focus groups performed changes (variable or fixed (V or F)
costs). (If in doubt, choose based on whether the overall costs will change significantly if
the number of parties done changes dramatically.) In each of the following questions, you
will have two options (D or l; V or F): Item with a price. A. Compensation for members of
each focus group who provide feedback on new items. B. A year's subscription to Consumer
Reports magazine, Market Focus. C. Market Focus staff members make phone calls to
confirm that people will attend a focus group session (Records of individual calls are not
kept.) D. Payment of a retainer to the focus group leader for conducting 18 focus groups
on new medical goods every year. E. The cost of recruiting marketing specialists. F. Market
Focus's payment of the corporate office lease. G. the expense of tapes used to record
individual remarks made during a focus group session (These tapes are sent to the company
whose products are being tested.) H. Market Focus employees' gasoline costs for company-
owned automobiles (Staff workers submit monthly bills that do not break down the
mileage.) I. the costs of improving the design of focus groups to be more successful.
Competency. 3

o Costa's is a fantastic fit for Twitter as they're a small company that can engage with many
people online to promote their brand. Strengths: attract traffic to your website, network
with others, disseminate material, communicate your brand, raise your SEO, gain prospects
for purchases, reach a larger audience, increase authority, collect feedback, automate to
save time, track data easily, engage with consumers, collaborations Weaknesses include a
congested platform (just so many tweets to be recognized), addictive and distracting
behavior, and difficulty gaining followers. I've come up with two new methods Costa's can
use digital marketing to expand their reach and promote their products online. The second
method is to reach out now to fashion influencers or even other well-known influencers via
platforms like Instagram to market their items to the influencer's audience, largely
observers and joiners. Another technique would be to have our blog, which we designed
on the website, contain different content marketing to respond to producers’ and critics'
comments, questions, and concerns. Using these two strategies, I believe Costa's can
achieve their aim of increasing internet shopping by 50% in six months and creating a new
online marketplace for future generations. The first concept is to use Instagram and
Facebook-specific social media sites. According to recent statistics, 2.29 billion people
utilize these two platforms daily. Using Instagram to locate influencers who can best
promote Costa's brand would result in a significant increase in sales in no time. Influencers
who passionately support a brand are trusted sources in their community, have authority
and influence, and have close relationships with their audience. They aid in developing
brand awareness and exposure, which is critical in today's crowded retail and eCommerce
environment.
o Most influencers are active on the social media platforms such as Facebook, Instagram, and
LinkedIn, where they discuss issues and concepts with their followers and frequently
advertise products and services. For every $1 invested in influencer marketing, businesses
earn $6.50 on average. The Costa company is having difficulty evaluating the impact of its
influencer initiatives, with 84 percent of marketers stating that determining the ROI of
influencer marketing is difficult. Brand advocates, on either hand, are loyal customers,
consumers, or even employees who enthusiastically promote your company or product
based on their own genuine, positive (customer) experiences. Partnering with advocates
can be quite beneficial to your company. According to statistics, a 12% increase in advocacy
leads to a 200 percent gain in income, and clients recommended by advocates have a 37%
long list of satisfied.
o Corporate synergies can be created by utilizing relationships across various business
divisions to give common customers lower pricing, more convenience, or more
comprehensive solutions than specialized competitors. For example, Media General's
regional tv networks, newspapers, other interactive internet media businesses all shared
editorial procedures and advertising content, resulting in a successful convergence
strategy. For that kind and subscribers—this cross-unit connectivity produced a unique
value proposition that was better than anyone property could deliver on its own. Customer
synergies occur when retailers such as hotel chains, consumer banks, and quick-service
restaurants consistently supply the same business model across a globally disparate
network of retail outlets. Here, Hilton Hotels and McDonald's are excellent examples.
o Technographics’ goal is to better understand consumers by analyzing their technological
stack. It's easy to understand the term if you think about technographic data in the same
way demographics and firmographics are. Technographics may be highly critical for
efficient account-based marketing when it comes to your client connections. B2B

marketers have long relied on ABM. ABM is all about demonstrating to potential clients
that you understand something for them and know their demands for client acquisition.
ABM is all about anticipating client demands, assuring them that you have their interests
at heart, and positioning your company as a significant partner in the client's long-term
success. Both sides of the issue are necessary for successful client relations, and
technographic can assist with both. Costa company can use yelp.com. Yelp.com is a social
networking and audience local business review site. Individual locations, including
restaurants or schools, have pages where Yelp users can rate and review their goods or
services on a one to five-star scale.
Competency 4
o Email marketing uses email to raise brand recognition, generate leads, and motivate new
and existing customers to act.
Strengths: It's easy to use, spread, and track your progress.
Weaknesses include the possibility of communications being labeled as spam, failure to reach
the intended audience, and a lack of originality.
Mobile marketing uses mobile devices to generate leads, brand recognition, or inspire
prospective & potential customers to take action. Intended for a specific group of people.
Strengths include a broader audience, immediate results, ease of communication,
convenience, controllable reactions, viral capacity, or mass communication leadership.
Weaknesses include navigational difficulty, safety concerns, and a wide range of channels.
o Email marketing
Costas may utilize email marketing to promote previous buyers’ comments about their
products and customization. You may provide a coupon for a discount on their first tailoring.
Mobile marketing
Costa's may develop a mobile shopping application that enables potential customers to see
how an item would look before purchasing it. Because tailoring is done, there are significant
advantages, and marketers should emphasize their ability to target various garments.
o Email marketing is essential because not everyone who owns a mobile device is interested
in social media or nice. When producing advertisements, diversify their customer should
target specific age groupings. The world has changed, and most online buying is now done
on mobile devices. More leads and, ultimately, more purchasing possibilities are generated
through mobile marketing.
Competency 5
Analysis of the Situation
o Strengths
Costa pays close attention to its employees' well-being, engagement, and development. This
has resulted in a family feeling accentuated by the intimacy of the staff's relationships. The
organization is adaptable and responsive to employee needs, which has resulted in a slew of
advantages for the company.

Costa's Employee Expertise: Costa's employees have a high level of experience in both fashion
& proper tailoring. What they're doing in tailoring is above and above what you'd find in a
typical shop. They stand out from the competitors because of the attention and accuracy
required to tailor pricey fabrics correctly.
Customer-Centered Business Procedures: Many of Costa's processes are created with the end-
user in mind. Customers are treated with special attention to creating a firm where they feel
at ease, understood, & catered to. The atmosphere of physical sites to lax customer service
rules is all examples.
o Weaknesses
Retail Brand Selection: Costa's has chosen or relies on a small number of brands to provide
them with the apparel and accessories they need to operate. Contracts and agreements with
these companies are typically fought over, and Costa's is frequently on the losing end. On the
other hand, customers have grown to expect certain brands in Costa's inventory. Due to this,
Costa's has resisted pivoting to new apparel lines and companies.
o Opportunities
Online Purchasing: As consumers get more comfortable shopping online, the online retail
market continues to develop. Even though Costa's has the majority of the infrastructure
already in place, this is not an area where several sales are currently being generated. Thanks
to the rise of mobile devices and rapid access to the Internet, this trend isn't going away.
Collaborations: It's become increasingly usual in the fashion industry for stores like Costas to
partner with apparel manufacturers to develop an exclusive range of things that can only be
purchased at the store. Costa's does not currently offer this service and has never pursued it.
Costa does not have many previous partnerships in the neighboring areas on a more local
level. Costa's reputation is a strength that can be exploited. Therefore, this is a squandered
chance.
Consumer Segment Expansion: Costa's has spent practically their entire existence focusing on
the same client. Consumer categories fluctuate as the marketplace evolves. Costa's turning to
additional target areas as prospective revenue streams could be a good idea.
o Threats
Fluctuating Fashion Trends: Fashion trends in clothes style, cut, or materials vary swiftly and
frequently. Keeping up with current trends can be time-consuming and expensive. The supply
on the retail side and the knowledge required on the tailoring side could be dramatically
influenced by societal views of what is now in trend.
Changing Competitive Market: There are no significant obstacles to entry in the tailoring and
garment industry. New businesses find it easy to break into the garment industry, and they
immediately begin competing with Costas for market share. It's all about business.
o Objective: Increase online clothes sales by 50% in six months.
Strategy: Redesign the company's website to make it more user-friendly. Customers avoid
shopping online since the site's capabilities, and design is outdated, despite the lack of
research that backs it up. Improving these aspects of the site will keep customers on the site
longer and increase their likelihood of purchasing.
Tactic: A three-tiered technique can be used to carry out this strategy. We'll start by identifying
and interviewing local firms that create visually appealing websites. We'll then ask for
mockups and suggestions for improving the design. Finally, management will decide which
company will be responsible for the website's final execution. This should guarantee that we
consider various possibilities before deciding on one that best reflects our brand image.

Within 18 months, increase web traffic by 100 percent.
Increase the amount of money spent on web marketing dramatically. We believe that this goal
may be easily realized just through monetary methods. Our web presence has been non-
existent up to this point, so spending that money, independent of what is spent on, will always
be a good investment.
Tactic: The first step in implementing this strategy is to survey other firms to learn which
platforms they employ. We will then choose the second most prominent platforms and raise
our expenditure in those regions by 200 percent based on that information. This strategy
would be completed by using mass advertising with standard messaging. Again, it should be a
simple goal to achieve. The research and specifics don't seem to matter all that much, and this
appears to be primarily a budgeting issue.
Competency 6
o Website analytics provide you with reports and analytics on how your site visitors behave
once they arrive on your site; who they are based on their age, gender, location, and other
factors; how they found your site (traffic source); the most famous content on your site;
total conversions; and so on. You may develop fully informed business plans and grow your
organization faster with this knowledge in hand. You can take suitable measures to improve
your site users' user experience if you know who they are based on their age, gender,
geographical area, interest themes, and so on. Similarly, learning about the technology
they're using to surf your site (device, operating system, etc., browsers) allows you to test
its compatibility with that technology and make necessary modifications.
1. Conversion tracking setup and monitoring
2. Calculating your investment's return on investment
3. Identifying the most profitable terms
4. Examining the quality rating
5. Making use of reports
The most successful companies keep track of as many metrics as possible. You can't tell what's
working and what isn't unless you track it. It's also impossible to understand where you're
squandering time or money and how you may cut back. Every day, the number of data sources
available increases. This may be positive for some of us, but it presents many digital marketers
with a slew of new issues. With more data, it's easy to lose track of what's important, become
consumed with 'vanity metrics,' and fail to develop effective insights for your company.
Because their organizations' antiquated data modeling can’t capture these transformations
with the requisite granularity and speed, says McKinsey, surges in data-driven by rapid digital
disruption haven't 'given marketers a considerably better understanding of their customers.
As a result, while the innovators are setting the pace with actionable analytics fueling data-
driven marketing, the rest of the industry is stagnating. This implies losing market share and

clients to your competition in today's competitive marketing environment. You don't want
that, which is why we've put up a list of ten strategies to help you get back on track.