Digital Marketing Report: Strategies for Pretty Little Things

This report explores digital marketing strategies for 'Pretty Little Things,' a women's wear business, focusing on enhancing its online presence and customer engagement. The analysis covers website usability principles, emphasizing the importance of clear navigation, logical design, and user participation. It identifies key digital tools such as Facebook and TikTok for promotion, detailing how these platforms can be leveraged to increase brand awareness and customer interaction through targeted content and advertising. Furthermore, the report highlights essential metrics like engagement rate, trending hashtags, and click-through rates to monitor the effectiveness of marketing campaigns. The conclusion underscores the role of digital marketing in converting customers into loyal fans and offers recommendations for optimizing online strategies to drive business growth. Desklib provides past papers and solved assignments for students.

Leading and working in
Digital World

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Usability...................................................................................................................................................3
Digital tool / techniques..........................................................................................................................5
Metrics....................................................................................................................................................6
CONCLUSION...............................................................................................................................................8
REFERENCES................................................................................................................................................9

INTRODUCTION
A digital marketing strategy is a set of activities that leverage online marketing platforms to
achieve a variety of objectives. Managed, sponsored, and sponsored content can all be included
in a network. A digital marketing activity plan enables to successfully create and deploy an
online presence. The scope of the report that how to digital technologies helps to promote
website in digital manner and increase target customers (Alexander, 2020). Pretty little things are
new business of women’s wear which is selling clothes and other accessories at online platform.
In this business mainly targeted to women because at this site selling all types women wears and
accessories. The purpose of this site to understand of user requirement and according that
provide products to them. In this report consist of usability of website, apply digital tool, legal
requirements and provide appropriate recommendations.
MAIN BODY
Usability
There are several crucial aspects to consider while creating the website that will influence
how it is viewed. A well-designed website may aid in the development of trust and guide visitors
to act quickly. Building a good consumer experience entails ensuring that new website is
designed for accessibility (forms and appearance) as well as how simple it is to. The navigation
system used on sites allows users to engage and locate what they are looking for. The ability to
navigate a website is critical to keeping customers. Visitors will abandon their site whereas if
navigation is difficult to understand. It is important to keep navigation clear, straightforward, and
uniform across all pages.
Usability principle
To achieve that purpose, the essential UX principles must be followed:
1. Each page component should have a function: Space is a constraint for web developers. As a
result, each page component must be carefully considered. Even the most basic social network
buttons and mark forms are fairly complicated on the inside. Each link, advert, registration, and
text should assist readers in making the most use of their time.

2. There should be unambiguous invitations to conduct: People are too busy to play mind games.
Be doing them a favor and point them in the direction of where they can collect data and register
for promotions. This strategy will assist them in moving from point A (interest) to point B
(conversions) as rapidly as feasible.
3. Navigation should be logical: This is a no-brainer that many marketers overlook. Not every
piece of information needs its own webpage, but if it is really significant, it may. Incorporate
numerous layers of navigation and phrases to assist users locate what they're looking for. It
included a less obvious website at the page's bottom, in contrast to anywhere.
4. Styles and page components should be eye-catching and remembered: On every firm
contending for viewership, attractive sites are a penny a dozen. Whenever engaging in a fresh
website designing, the objective should be for the company to stay ahead of competitors. Use
images in order to be meaningful portions in blog postings. Rather than uninteresting stock
photographs, look for pictures that are more personal. Be hilarious if business can carry it off.
Rather than imitating rivals' style, search for influence beyond the sector (Bhattacharya, 2021).
5. Components should encourage participation: Lead consumers to click, sign in, scroll, and
interact with the page's tactile aspects. Internet content, unlike traditional types of media (such as
radio and television), is participatory. Individuals interact with WebPages and learn things using
more than just their eyes and ears while they are online. Influence demand that will entice
readers to leave comments on blog postings.
6. Conversions should be a high concern: Similarly to argument, the finest site designs require
well-planned conversion funnels. In average, browsers take many routes to becoming clients.
Consider these routes to be the backbone of a site, and build website designing from around
elements that are most important for boosting demand. The end product doesn't have to appear
like a bad sales pitch (imagine blinding primary colors notifications from of the late '90s—
yikes!). Instead, the style should be beautiful, unified, and expertise. Take their favourite store or
shop as an illustration. They're there to shopping, but they can having pleasure not whether they
buy anything.

Digital tool / techniques
Digital tools are programmes, websites, or internet services that can help they do activities
more quickly. Many of them may be viewed in webpages with having to install anything, and
they can do so both at work and at home. It is critical to use internet tools properly - for more
information, check the Securities directly. Students and instructors can communicate through
social networks, multiplayer services, video, and phone applications. Systems and programmes
for altering digital files, such as Office 365 and Google Suite, facilitate cooperation and provided
by public. For the promotion of “Pretty little things” require using digital tools that helps to reach
target customers easily these are:
Facebook: It is a social networking website that allows they to share pictures and videos for free.
From its very inception, FB has grown in popularity as a platform for connecting with
companies, stars, opinion makers, friends, family, and others. FB provides a wide range of
capabilities, from short clips to live broadcasting, which we'll go through below. As a company,
they want to ensure that every advertising strategy they spend in produces measurable returns.
Although FB may appear to be an unexpected option, it provides great chances to assist their
company grow brand recognition. It has reached a significant use barrier in the last year. The
network now has over one billion users worldwide. FB is, in reality, the second most visited site
(JUNG and JEON, 2021).
The goal of brand awareness is straightforward: to familiarize their ideal clients with their
brand. It's a digital marketing goal that stands at the very top of the buying process because it's
all about grabbing the maximal potential pool purchasers. This concentration on accessibility and
exposure is what enables social media sites (such as FB) ideal for increasing brand recognition.
Here's why they should emphasize FB in order to raise brand recognition for their company:
 FB makes it simple for their company to reach out to new customers: FB allows
companies (to theirs) to reach out to new, elevated consumers. It’s because system
elements like hashtags, relocation tagging, Trailers, and the 'Explore' feed are meant to
assist users in discovering new companies and items that they may be interesting in.
 FB is a great channel: Establishing brand recognition is all about familiarizing people
with their company, and what greater means to attain that than on a media network that
emphasizes rich, compelling sponsored video elements?

 FB connects directly to interested, daily members: did they know that people spending
(on average) 53 minutes every day on FB? FB is the biggest social media platform, is the
time to be if they would like to increase the reach and exposure of their brand with a
fully motivated community.
Tiktok: Brands can go viral on TikTok by generating great information that captures users'
interest and amuses them sufficiently for them to participate. The days of just reiterating their
marketing message onto a static graphic are over. TikTok's smart user base is happy with being
sold to, but only if they're entertained in the process. TikTok and Instagram both offer advanced
skills to the organic material and sponsored advertising tables, including music selections, video
length, and other technological differences. TikTok has the greatest audience engagement of any
social site, around 15-18%. And brand recognition is its most effective marketing goal. TikTok
marketing is based on businesses and individuals producing high-quality entertainment content
and utilizing multiple paid media techniques to spread their message (Karpen and Conduit,
2020).
TikTok is a growing advertising and customer interaction platform that interacts with
their audience emotionally and asks them to engage in dining group. It's simple to be using,
inexpensive, and displays their business in a real manner that connects to today's shoppers. Many
people utilize the video-sharing site to promote one and live their life in interesting ways. This
information is irrelevant to anybody beyond the age of 20. TikTok generally displays video
material with duration of 15 seconds. The aim of customer involvement is to provide them with
something valuable in addition to their goods and services. Consumers are first drawn in by
elevated items; relevant information is what gets them coming back. Advertisers do this using a
technique called as customer interaction marketing.
Metrics
Monitoring the appropriate metrics is the key to building their following and be more
important when they advertise their company on FB and Tiktok. They don't want to pour their
heart, blood, and emotions into FB and Tiktok promotional campaign without understanding how
effective it is and how they can improve it.

Statistics demonstrate whether or not their strategies are having an impact on their brand. It
may appear intimidating to wade through all of the data and graphs, and they most certainly
despise doing so. To feel better prepared to cope with data, they must first determine which
metrics to priorities. Here's a rundown of all the key FB and Tiktok stats to keep an eye on.
Based on this approach, they can pick which ones to priorities and which ones to disregard for
the time being.
Engagement rate: Appreciates, remarks, likes, and bookmarks are the connections that define
their engagement rate, whether it is for a short statement or their full account. Monitoring at
interaction on specific comments should give them a sense of what material their followers
prefer and how they can enhance their marketing plan to generate more of its most interactive
content. As during early stages of building FB and Tiktok profile, remarks are one of the most
significant connections. Take cues from the types of remarks on their blogs and respond to them
(Lu and Xiang, 2020).
Trending on hash tags: It goes without saying that hashtags are king on FB and Tiktok. Posts
containing at least one hashtag receive around 12.6 percent more interaction than those without.
They function similarly to keywords in terms of search engine optimization. Generate a checklist
of all the keywords that receive the highest interaction and use it to create as many posts tagged
as necessary. The hashtags with the highest followers drive more traffic to their account. When
they've discovered them and begin sharing material with them, their articles will help more
people and have a higher impact and interaction rate. Creating their personal hashtag is an
excellent way to promote consumer content. They don't need any special software to keep track
of their progress. Instead, simply search for their own hashtag and watch however many posts
appear. They may also repost them on their account to increase awareness of their hashtag and
increase fan devotion to their page.
Click through bio link: It goes without saying that hashtags are king on FB and Tiktok. Posts
containing at least one hashtag receive around 12.6 percent more interaction than those without.
They function similarly to keywords in terms of search engine optimization.
The link in their biography—also known as the bio link—is the sole clickable location on
Instagram, and capitalising on it may help their company significantly. With a simple click, it

may direct their followers to any specified page. This is an excellent area to generate leads and
encourage folks to visit their website or business website. Marketers should monitor the amount
of individuals who visit the bio link to see whether their following are interested in the items or
services you're selling them.
CONCLUSION
According to the survey, digital marketing assists businesses in converting new customers
into obsessive fans who make large purchases. It includes marketing knowledge as well as
interaction before and after sales. Digital marketing helps to pull word-of-mouth and social
sharing in order to significantly reduce the buyer's journey by offering solutions at the
appropriate time.

REFERENCES
Books and Journal
Alexander, I. N., 2020. The influence of technological innovations on organization's competitive
advantage: Case study on Irish food retail company (Tesco) (Doctoral dissertation,
Dublin, National College of Ireland).
Bhattacharya, P., 2021. Leadership in Crisis. Transformational Leadership in Banking:
Challenges of Governance, Leadership and HR in a Digital and Disruptive World,
p.231.
JUNG, K. J. and JEON, B. H., 2021. The Negative Effect of the Covid-19 Pandemic on the
Acceleration of Startup Innovation in the Retail Supply Chain. Journal of Distribution
Science. 19(9), pp.79-90.
Karpen, I. O. and Conduit, J., 2020. Engaging in times of COVID-19 and beyond: theorizing
customer engagement through different paradigmatic lenses. Journal of Service
Management.
Lu, C. and Xiang, Y., 2020. Opportunities, Challenges and Countermeasures proposed for the
new retail industry in The COVID-19. Journal of Economic Science Research. 3(4).
Online
Pretty little things. < https://www.prettylittlething.com/?
refresh=1640608752420&refresh=1640851923714 >

APPENDIX