Digital Marketing of Fashion Jewellery Brand: Case Study & Analysis

This report provides a comprehensive analysis of digital marketing strategies within the fashion jewellery industry. It begins with an introduction to digital marketing, its evolution, and a comparison with traditional marketing methods. The report then delves into the primary components of digital marketing, including web design, SEO, PPC, content marketing, email marketing, viral marketing, and digital marketing tools. A case study analysis of a fashion jewellery brand is included to illustrate how these strategies are implemented in practice. The report highlights the importance of social media and influencers, examining the transition from word-of-mouth to electronic word-of-mouth (eWOM). The report emphasizes the benefits of digital marketing for the jewellery industry, including increased brand visibility, targeted consumer engagement, and measurable results. The conclusion summarizes the key findings and emphasizes the transformative impact of digital marketing in the modern business landscape.

Running head: DIGITAL MARKETING OF FASHION JEWELLERY BRAND
Digital Marketing of Fashion Jewellery Brand:
Name of the Student:
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Executive Summary:
Since the world of digital marketing is constantly evolving hence the business firms are equally
responsible to bring in necessary changes to accommodate well with the changing global business
environment. Hence this report will primarily focus on what is digital marketing, its evolution, its
difference with the traditional marketing techniques, the primary tools involved in digital marketing
along a case study analysis of a fashion jewellery brand to understand how digital marketing
specifically works for this industry

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Table of Contents
2.1Introduction.......................................................................................................................... 3
2.2What is Digital Marketing?................................................................................................... 4
2.3Digital Marketing primary components:................................................................................6
2.4Digital Marketing Tools........................................................................................................ 8
2.5Digital Marketing Strategy:................................................................................................... 9
2.6 Case study Analysis:........................................................................................................... 9
2.7 The importance of social media and social media influencers..........................................12
2.8 From word of mouth (WOM) to electronic word of mouth (eWOM)...................................13
2.9Conclusion:........................................................................................................................ 15
2.10References:..................................................................................................................... 16

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2.1Introduction
Digital marketing has no doubt become the one stop solution for every industry. Today to
reach out to the global customers, make an impact with one’s branding strategies the industries are
constantly applying digital ways in their everyday business activities. It is no doubt treated as an
option but rather a compulsion to include digital marketing and promotions for the multitude of benefits
it brings along. According to Forbes more than 82% of consumers conduct search online and more
almost 80% consumers shop online (Jewellers like ORRA and Gitanjali embrace digital media as
preferred choice for marketing - ET Retail, 2020). Is that not one major reason for brands to go
digital? When a brand’s customers are online, the competitors are online then the business is ought to
establish its presence over the online platform. Digital marketing is considered as one of the most
measurable forms of marketing where the marketers can easily understand the results that the
marketing efforts bring along. Moreover it is also considered as one of the most pocket friendly
marketing techniques hence stands quite popular among small business operators as well as new
business entrants (Chaffey, D. and Ellis-Chadwick, F., 2019).
Now concentrating on fashion jewellery industry where the consumers primarily believes in the notion
“When you see it you believe it”, designing an attractive website of the brand to showcase all its
exclusive collection, focusing on engaging content like posting videos of customer reviews and
customers wearing their jewelleries, giving exclusive offers and discounts on special online purchase
are some of the greatest ways of bringing in more popularity , brand appeal and of course consumers
for one’s jewellery brands. When such multitude of benefits are offered by digital marketing it is very
much natural for the jewellery bands to shift and start emphasising in digital content creation and
marketing initiatives. Hence in this report the space of digital marketing would be analysed in details
particularly concentrating on how it has brought in radical changes and replaced the traditional
methods of marketing, what the core benefits of this platform, how marketers can function strategically
to make the maximum of their investments and particularly concentrating on the fashion jewellery
brands to analyse their digital marketing initiatives

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2.2What is Digital Marketing?
Marketing in itself is a constantly changing and dynamic business activity prone to varied
market crisis or challenges which include material or energy shortage, inflation, economic recession
and effects of rapid changing technologies. Hence to combat this global changes marketing in itself
has morphed into a dynamic interactive and technologically driven platform where the brands are
much more aware of their image, much more conscious in their way of targeting the consumers and
much more defined in choosing their communication platform (Tiago and Veríssimo, 2014). One such
impact which is quite noticeable since the emergence of global marketing culture is the involvement of
internet in the marketing activity of brands. Internet marketing is basically dependent on the power of
electronic commerce for the process of selling and buying of goods. According to research scholar
Machmud and Sidharta, (2014), electronic commerce basically refers to any market on the internet
and thus internet marketing basically forms a subset of electronic marketing. Hence digital marketing
or internet marketing or web marketing basically is used as an umbrella term for marketing of varied
kinds of goods and services through the use of digital technologies, and mainly the internet (Stone
and Woodcock, 2014)
Digital marketing developed tremendously since the 1990’s and 2000s where the brands and
business became immensely dependent on digital marketing campaigns to incorporate their branding
with the changing lifestyle and media consumption patterns of the global customers (Stone and
Woodcock, 2014) Today monotonous and traditional advertising and marketing techniques have given
way to a way more interactive and digital marketing techniques where worldwide accessibility,
navigation and speed are defined as its key characteristics (Baltes, 2015). Market researchers
account this extreme transformation to be the result of rapid advancement in technologies and
changing market dynamics.
Today the significant amount of time people spend connected to the electronic devices is in
itself the biggest reason why marketer sae choosing digital platforms over the traditional ones. The
marketers believe that the best possible way to reach to today’s generation of consumers is by
adapting to the digital marketing platform where not only the exposure of content is quite huge but
there are varied ways of targeting the consumers (Todor, 2016). Hence the basic difference between
traditional marketing and digital marketing is:

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 Traditional marketing is more about selling a product or service to the consumers.
The marketing communication is very unidirectional where as the digital marketing
platform enables a bidirectional communication platform where the seller can no
doubt sell or advertise his product alongside answering varied consumer queries.
Here the goal is not just to make a sale but to retain a customer .
 The medium of communication use in traditional marketing comprised of print,
broadcast, phone calls letters or email, where as the communication platform offered
in the digital place is multi-media based and no doubt much more interactive which
supports the use of audio, visual, graphics and can be conducted over the social
media, websites, chat and email
 Traditional marketing campaigns took a much longer time in its production as well as
in its promotion and reach where as the digital space is known for its speed where
interactive media tools are employed for faster reach and better performance
 Traditional marketing always had a local reach where as digital marketing is meant to
suffice to a global reach
 And most significantly measuring the outcome or results of any traditional marketing
campaign was indeed a tedious and quite a slow process where as digital marketing
campaigns does allow the marketers to easily measure its reach, popularity or
effectiveness through varied analytics which in turn helps the markets gauge its own
performance and make necessary amendments .
However the business brands much understand the fair difference between digital marketing
and digital branding to make the optimum utilisation of this platform (Yasmin Tasneem and Fatema,
2015). Digital marketing necessarily highlights on all the possible techniques of selling a product
where as Digital branding is a little more than that. It is more about developing an image of the brand
using the digital platform and particularly concentrates in highlighting the necessary values and
underlining goals of the company.
Now concentrating on the fashion jewellery section and how the Indian brands like Gitanjali,
or the jewellery retail chain ORPA has completely shifted to digital platforms along with international
brands like Damiani Bulgari precisely state how this platform provides a multitude of benefit to both
the ends that is to the customers and the marketers. The brands reveal that this has aided them in

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better targeting of consumers, made their brand’s reach more personalized and altogether helped
them derive maximum benefit of their resources.
Today markets have identified varied ways of digital marketing which includes Search Engine
Optimization (SEO), Search Engine Marketing and Pay-Per-Click Advertising, Social Media
Marketing, Content Marketing, Affiliate Marketing, Influencer Marketing, Email Marketing, Viral
Marketing and Mobile Phone Advertising (Taiminen and Karjaluoto, 2015).
2.3Digital Marketing primary components:
The primary components of digital marketing comprises of:
 Web Design- the way consumers interact with brands online is way different
compared to how consumers communicate face to face with marketers. Hence
designing one’s web presence in a most user-friendly manner. Web design consists
of varied elements including the layout, content, graphics, search engine optimization
and conversion rate optimization. The whole concept revolves around making the
digital presence most effective for the users to make them return to one’s digital
media platform time and again. The brand logo, colour, font, images altogether
makes an effective web design. For example Bulgari’s social media campaigns are
always neatly tied with varied campaign hastags which helps in increasing the overall
visibility of campaign
 Search Engine Optimization (SEO)- It is a very crucial component when it comes to
designing a successful digital marketing. It is he process by which the business can
increase their online visibility in a non-paid (organic) manner. When any internet user
opens a search engine like Google or Bing and search for a certain brand, a product
the search engine result pages (SERP) appear with varied results related to the topic
searched. Hence here the brands can increase their visibility by using certain key
words that would make their page or website appear at the top of the result page.
This is exactly how a search engine’s algorithm works. Hence the higher is the rank
of on the SERPs it is bound to generate more traffic on one’s website or social media
platform of the brand making room for converting more passive visitors an active
customer (Chaffey and Smith, 2017.). For instance when a user searches for top ten

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fashion jewellery bands on Google automatically the name of Tiffany and Co appears
on the top this is exactly what SEO actually does for a brand.
 Pay-Per-Click-Advertising (PPC)- this is yet another model of internet or digital
marketing where markets are allowed to bid for a ad placement in a search engine’s
sponsored links. This is a paid form of buying visits on a brand’s site (Kapoor
Dwivedi. and Piercy, 2016). For instance Google ads (formely known as Google
Adwords) is one of the most significant PPC advertising system in the global world.
PPC advertising campaigns is also built around using the key words which will help to
increase the visibility. This is again the primary reason why fashion jewellery brands
like ORPA are using micro segmenting and the use of data analytics to sharpen the
targeting
 Content Marketing- the content or the marketing message in digital marketing can
range on various social media platforms which includes, Twitter YouTube, blogs, or
websites. Like Buccellati the high end fashion jewellery brand collaborated with
Noonoouri, a virtual influencer for its digital marketing promotions and increase its
reach (5 Stellar Examples of Successful Jewelry Digital Campaigns | Launchmetrics,
2020).
 Email Marketing- Email marketing is yet another innovative digital marketing element
where the consumers get personalised messages through email regarding any
special offer or discounts (Hartemo, 2016). For instance in India during a festival
known as Dhanteras varied jewellery brands send personalised email to their
customers regarding the special discounts and offers which are for a limited time
period. This in turn helps the brand reach to a large customer base within a very short
period of time build brand trust and brand loyalty at minimum cost
 Viral Marketing- this is yet another trend setting business element in the digital
marketing platform where brands can use social media specifically to reach a large
number of consumers. For example an Indian fashion jewellery brand like alyan
Jewellers can specifically launch a bridal Haldi collection for its customers specifically
meant to promote floral jewelleries which they can promote on their social media
platform where they is already an existing popularity for floral jewelleries

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2.4Digital Marketing Tools
The tools of Digital Marketing include all the elements which are quite essential in building
one’s online presence. While digital marketing components specifically highlight on the building and
specification of the brand messages which are disseminated by these digital marketing tools. Hence
without the presence of digital marketing tools all digital marketing components cannot survive and
vice versa. The digital marketing tools include:
 Design tools- digital media is no doubt a design heavy field hence it is very
necessary to focus on the aesthetic appeal of the brand’s presentation. Hence
designing tools like Canva or photoshop are very much required to add dynamic
images to their content and create an overall attractive and user-friendly digital
marketing platforms
 Analytics Tools- Another very important aspect of analytics tools is Google Analytics
which is particularly important to measure the web traffic on one’s website along with
varied social media analytics tool like Fasebook Insights and Twitter Analytics which
will help the markets understand the rate of engagement related to ones online
contents and measure that statistics of the backend of a site. Tools like Periscope are
used for such purpose for tracking of user data, site searches and the brands digital
conversion metrics
 Content Marketing tools- next comes the content marketing tools like Co Schedule
and Hubspot which help in curetting engaging blog and social media posts for the
brands
 Email Marketing tools- the final set of tools which are considered as indispensible
when it comes to digital marketing is the email marketing tools which help the
marketers in creating interesting and engaging email content to engage more
customers and enlarge their brand’s presence . The common email marketing tools
include MailChimp, Iterable which not only help the brand’s build their email
marketing campaigns but also helping to gauge the analytics of the campaign, testing
and optimizing it according to the requirement (Top 5 Tools for Digital Marketing |
Career Advice & Interview Tips | WayUp Guide, 2020).

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2.5Digital Marketing Strategy:
While brands all over the globe are going crazy on the digital marketing platforms, digital
marketing in Malta is still in its fancy. However even though late but the brands in Mata are also
realising the power of social media and how it is no more an option but a necessity for brands to build
their digital presence. The best example of this is how a start-up company in Malta named Brizz which
is a local cleaning company and how it took the help of the digital marketing agency of the region to
rebuild their brand’s presence. Another great example of how digital marketing strategy can bring in
favourable changes for the company is a local food eatery in Malta named New York Best who sought
out the help of ANCHOVY, a digital marketing agency to create an optimizing website tailored to the
needs of its primary clients, created an appealing tagline which would go trending on varied social
media platforms called #AlwaysTimeNYB. Such strong and well implemented digital marketing
strategy resulted in a great outcome. It helped in boosting the brands Facebook Page from just a
thousand impressions to more than 50,000 likes(4 Effective Digital Marketing Strategies In Malta |
ANCHOVY., 2020). The results were actually the joint effort from both the ends that is the digital
marketing agency as well as of New York Best. Today ANCHOVY is not just limited to its operation in
Malta but goes worldwide. It has grown immensely from 2 to over 20 experts in their association. The
digital marketing agency so far has created an official Facebook Page named InterContinental Malta,
launched varied display ads on the Google network, and is constantly working towards strengthening
the digital marketing strategies of the brands in Malta
2.6 Case study Analysis:
CaratLane is no doubt one if the biggest online jewellery company in India with its
headquarters in Chennai, founded in 2008 by Mithun Sacheti and Srinivasa Gopalan. In ten years it
has quite successfully built its business opening the 39th store very recently in the country. The brand
equally spread its marketing campaigns in the digital platform. It was in 2008 when the company
heads realised that people where easily fascinated to buy diamonds online solely based on read
information hence the brand decided to move on an omni-channel player. In 2016 the brand came up
with its first digital application named Perfect Look which basically allowed the customers to “sample”
the jewellery the customers wished to buy online. It was indeed quite a big step because CaratLane
was the very first brand to launch jewellery online on an app in India. This was a big boon for the

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jewellery loves who could actually see how they would look wearing a particular piece before making
a purchase. This altogether did make the shopping experience of the customers extremely delightful.
According to company statistics Perfect Look App brought about a 20-25% hike in Carat Lane’s sale
through it digital marketing initiatives (Best Learnings from CaratLane Digital Marketing Strategy,
2020)
The digital marketing strategy followed by the brand includes:
 Search Engine Optimization (SEO)- Some of the most effective keywords for
CaratLane are cocktail rings online, solitaire pendant designs, bracelets for men, 24
carat gold ring price and so on. Whenever these popular search words are used by
the online customers CaratLane is the very first option to appear on their search
engine result pages. The website is made extremely user-friendly and accessible
through its bid words like wedding bands for women or fashion jewellery stores,
custom pendants online, women’s fashion jewellery online and much more
 Social Media Marketing strategy- CaratLane has made quite a significant place in
its social media handles as well . With more than 1.6 million likes on Facebook, more
than 50K Follower on Instagaram and almost a 4k follower on Twitter the brand
exactly know how to efficiently use its digital space. Moreover the barnd has also
engaged in viral marketing through its trendy hastags like #WomenOfMettle during
the brand’s 7th anniversary in 2015 where the brand was seeing posting pictures of
women they wanted to pay an ode to. The campaign was an incredible success
ranking at #1 on Twitter for quite a long time. The brand also invested i creating a
separate micro website for this campaign where it generated further information about
women in India and poster varied pictures and posts using the sane hastags.
 Target Audience- the primary target audience of CaratLane included women
between the age of 25-50 years, basically the women of metropolitan cities like
Mumbai, Chennai Delhi who belong to the upper-middle class income slab and most
necessarily all the women who loves jewellery and has an inclination of wearing
diamonds and gold. The brand was quite flexible in its outlook as it also took into
consideration they married men who would love to buy beautiful presents for their
wives and surprise them occasionally,

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 Content Management- No doubt the digital marketing space is quite competitive as
well as dynamic hence it is extremely important for the brands to focus on what
content they generate online. CaratLane always concentrated on providing its online
customers with interesting blogs, product related posts and of course extremely
attractive festive related content The brand did realise that informational and
testimonial blogs really worked very efficient on the digital platform. Posts on wearing
jewellery based on one’s zodiac sings or pictures of celebs wearing the brand’s new
arrivals are some of the major contents that the brand significantly concentrated upon
 Online Image Management- .the digital world of marketing is no doubt dynamic but it
brings along a lot of challenges regarding the reputation managemnt on the brands
participating in online business. Hence some of the major platforms used by
CaratLane for its strategic image management includes: Pinterest, Twitter, review-
based websites (like Mouth Shut), e-magazines (like Grazia and Elle), jewellery blogs
(like Jewellery Craze and Gemologue), jewellery certification websites and app
review websites. These platforms are extremely useful for share reviews on the
products and therefore act as a promotional and image managmenet tool for the
brand
 Strategic use of Email Marketing- CaratLane in order to enhance its digital
marketing experience is also actively engaged in email marketing where it
strategically targets its prime customers through greeting mail, or informing them
about a discount voucher, regularly update them on their new arrivals, sales updates
and varied such other engaging content on their mail box.
 CaratLane’s Influencer Marketing- Collaborating with social media influencers have
always been very useful for fashion jewellery brands. Hence CaratLane also
strategically use this technique. For instance Aashna Shroff a beauty and lifestyle
influencer who is recorded to have a 471K followers on Instagram and more than 88K
on YouTube is often seen wearing CaratLane’s collecting and posting pictures if
Instagram. This is exactly how influencer marketing works for CaratLane
 Competitors- Though CaratLane has quite strategically designed its digital marketing
strategies yet its main competitor on a national level is BlueStone.com and its