Digital Marketing Plan for Little Hangings: Strategy and Analysis

This report presents a comprehensive digital marketing plan for Little Hangings, an Australian jewelry business specializing in minimalist and trendy designs. It begins with an overview of the company's mission, target audience, and competitive landscape, including industry trends and competitor analysis. The report then details the company's current digital presence, strengths, and weaknesses, followed by an analysis of macro-environmental threats and opportunities. The core of the report outlines an integrated marketing strategy, addressing primary marketing challenges and recommending changes to improve customer reach and engagement. The proposed digital marketing plan encompasses website optimization, e-mail marketing, SEO, and social media marketing strategies across platforms like Facebook, Instagram, and Twitter, emphasizing omnichannel marketing. Specific recommendations are provided to enhance the company's digital strategy, along with potential issues and resolutions for achieving desired outcomes. The report concludes with a summary of key findings and recommendations, supported by relevant references.

Little Hangings
Digital Marketing
Plan
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Little hangings: Business Mission
Little hangings are a small scale but rapidly growing and innovative Jewelery business in Australia.
The company was established in 2015 by Renee, an avid lover of Jewelery. The company
specializes in providing minimalist but trendy, elegant and unique Jewelery. The most important
products of the company are earrings, necklaces, rings and other fine ornaments targeted
towards young and middle aged Australian women. Their products are affordable and valuable for
the customers. The organization is also committed towards fighting violence against women and
50% of the revenue of sales per products goes to the various activist groups that provide
assistance to women against any form of violence.

Strategy and Operations
Digital marketing is considered to be an effective strategy concerning the business environments
of today
It is important to understand that small businesses such as the little hangings need good
promotion to reach a significant number of target audiences.
The operation of little hangings are mostly based in Australia. Hence, the product strategies that
need to be developed should be effective in addressing the demands of specifically the
Australian audiences

Industry and trends
Young Austalian women are more interested in trendy jewellery, especially ones that can be
worn in parties or other social gatherings
The annual growth of the Jewellery industry of the country is 1.8%
Companies are focusing more on trendy designs that incorporate the spirit of independence
among women. The industry is now more inclined towards various forms of experimentations
and adaptations. Social media marketing has become a strong focus of all the important
companies of the country
The organizations are also focused towards various social causes that especially concern women

Competitors
Some of the main competitors are Mountain and Moon, Reliquia and Ryan Storer
These are the most important competitors when it comes to the marketing and development of
the products
All of the companies have significant social media following. These competitors have been able
to establish significant market share by the innovative marketing and product manufacturing
The competitors have used their online marketing effectively

Client Strengths & Weaknesses
The most important marketing strength of the company is its relative experience in the online
marketing sector
The company has a talented team of digital marketers that can create effective marketing
strategies through online as well as other media channels
Despite significant growth, the organization has not been able to develop optimal levels of
market expertise
The website of the company is not informative enough to optimally attract the customer’s
attention

Macro-environment threats &
opportunities
The macro-environment consists of the various different organizations that sell identical
products
Aestheticism is an important factor that needs to be considered. The major threats of the
company are the rising competition in the industry
However, there are other major companies that are also using minimalist themes in their
products. The development of effective themes for jewelry is important as they can guide the
future growth of the organization
Another major threat is the presence of most of the rivals in social media
The online marketing opportunity and resulting revenue is only predicted to increase over the
next few years

Current digital presence
The company is well poised to develop its marketing tools further. Little Hangings has been able
to develop stronger and more effective than before digital marketing strategies. The
organization regularly engages with the target audiences through social media. The most
important Social networking sites that are used by the organization are facebook and twitter.
Social media is a booming platform adopted by the organizations in order to facilitate their
communications and interactions successfully with the targeted customers. The evolution of the
above mentioned platforms has made it convenient for the companies to create brand
awareness and attract the attention of the potential customers in the market.

Integrated marketing strategy
A unique portion of the jewelry market is effectively sought by Little Hangings. It is a group of
consumers ready for the low prices provided by conventional retailers for a variety of
conveniences. The marketing strategy is focused towards connecting the minimalist products
with the right kind of people that seek aesthetic pleasure in minimalism. The focus is on
employing strategies that can provide effective exposure to the ornaments manufactured by the
company. The company has also successfully extended this segment by persuading a growing
number of people to shop with Little Hangings at least in part and to follow a bargain at the core
of its offering. Onmi-channel marketing is done to an extent. The organization keeps significant
levels of audience engagement through their social media pages.

Primary marketing challenge
The primary marketing challenge is working with various platforms in digital media. There is a
need for integrating messages along with the user interfaces of the different social media
platforms. At the same time an important challenge is tailoring effective messages for a large
number of digital platforms. A significant challenge is concerning the development of effective
digital strategies that can be used to attract the customers

Change in marketing strategy
The company in the past has been effective in gaining audience attention on social media
The strategy however needs to engage more omni-channel marketing techniques to reach a
much larger consumer base than it had reached in the past
The organization needs to develop strategies that are effective to reach a wider audience
The idea is to reach the customers through as many channels as feasible

Digital Marketing Plan
The digital marketing platforms that would be used in the plan are social networking sites,
online sites, google ads, Youtube, various messaging applications and TV
It is important to develop a flexible and effective multi channel digital marketing campaign
A range of social media sites and online platforms would be used to create a better environment
for digital marketing