Digital Marketing Strategies: Place vs. Engine Clothing Brands Report

This report provides a comprehensive analysis of the digital marketing strategies employed by two clothing brands: Place and Engine. The report begins by examining the reasons behind the Place brand's unsuccessful digital marketing efforts, highlighting the lack of a dedicated website, limited social media presence, and a failure to effectively target its audience. In contrast, the report then shifts its focus to Engine, a Pakistani fashion brand with a successful digital marketing strategy. It details the implementation of Facebook, Instagram, and Twitter strategies for the Engine brand, including setting objectives, researching target markets, designing engaging content, and measuring progress. The report incorporates screenshots of the brands' social media pages and references relevant marketing theories to explain the effectiveness of the strategies. The report concludes by summarizing the key findings and emphasizing the importance of a well-defined digital marketing approach for brand success.

Running head: DIGITAL MARKETING
Digital Marketing
Digital Strategy Report
Student’s name:
Name of the university:
Author’s note:

1DIGITAL MARKETING
Table of Contents
Introduction......................................................................................................................................2
Explaining the reasons behind Place Clothing Brand’s unsuccessful digital marketing strategy...2
Identifying and describing target customers in digitally of Place Clothing Brand..........................3
Implementation of Instagram strategy of Engine Brand..................................................................8
Implementation of Twitter platform of Engine Brand...................................................................12
Conclusion.....................................................................................................................................16
Reference List................................................................................................................................17

2DIGITAL MARKETING
Introduction
This report is based on analysis of digital marketing strategies of two brands, one is
Place Clothing brand and another one is Engine Clothing brand. Engine brand is in Pakistan,
which rapidly growing in the digital marketing field. Engine brand has been successful since the
beginning of its journey in digital marketing. On the other hand, Place brand is not successful in
digital marketing as it failed to differentiate the target market. This report will explain the
reasons behind the failure of Place brand in the digital market along with describing the target
market. Moreover, use of Facebook, Instagram strategies digitally will be explained for Engine
brand. Third social media Twitter is chosen to demonstrate the strategy to attract more
customers. Moreover, a few images of digital platforms will be provided for practical
demonstration.
Explaining the reasons behind Place Clothing Brand’s unsuccessful digital marketing
strategy
Place brand, a local clothing brand in Pakistan does not have a website of its own;
however, this brand was launched in the year 2010. Place brand has 3 branches in Pakistan and
most of the people in Pakistan do not know about this clothing brand. Place brand mainly
focuses on kid's clothing and men's wears.
Place brand has not given priority in digital marketing, though it has Facebook page since
the beginning. Place brand does not spend more on marketing. Internet media is now a cost-
effective way to market the brand and to reach a large number of people. Place brand does not
use other social media pages like Twitter, YouTube and Instagram. Social media presence and

3DIGITAL MARKETING
digital presence gives the brand a visibility and customers can easily find the products that the
brand offers. Moreover, Digital media provides the brand image for the company and credibility
of the brand increases with digital marketing.
In addition, Place brand needs to understand the target market and it should target the
specific market in digital media. Lack of market campaigns on social media is another reason for
being unsuccessful. Lack of digital presence makes the brand unsuccessful in digital marketing.
Place brand does not have PR team that would answer the queries of customers and on e-
commerce websites; people cannot find their clothing items also.
Identifying and describing target customers in digitally of Place Clothing Brand
Place brand is at Karim Block, Lahore in Pakistan and it has local customers. Place
brand has two other stores in different cities. On social media pages, Place brand needs to
identify ideal customers and ideal customers are local people of Pakistan who wear fashion
clothing. First step to identify the target customer digitally is by understanding selling points and
analyse the existing audience. Second step is to use CRM software for the brand in order to
identify customer demographics and purchase pattern. Place brand partners with marketing firms
for primary research. Last step is to understand customer concerns. In the last stage, Place brand
needs to make a website with a domain name that would increase the credibility from the
perspective of customers. Place brand offers fashion clothing and apparels for mainly kids and
men. The target customers of the brand could be young generation and men who lives near
Lahore and other places near outlets of Place brand.
Mainly, men are the target audience of Place brand who live metropolitan cities of
Pakistan. Using Facebook, Place brand can use Facebook Ads Manager as it helps to reach the

4DIGITAL MARKETING
target audiences and find out people near the stores. Place brand has small audience group,
Facebook paid advertisement can help Place brand to expand the target market. Online behaviour
of the customers can be judged by the PR team (Carter 2011). If PR can understand when the
customers spend more time on Facebook and other social media, PR team can post images and
discounts on that time. Rapid increase of using of mobile internet subscription has boosted the
use of social media (17.6 million as of June, 2017). In case of Facebook, Pakistan have more
than 17 million user accounts. Pakistani people are also using Twitter and more than 280 million
people remain active on Twitter daily (Banister and Hogg 2016). Pakistani men blend eastern
and western style which creates unique effect. Pakistani fashion industry is now renowned in the
world. Dressing stylish and fashionable to enhance ones personality should be preferred. The
colors and styles should be age appropriate too.
Implementation of Facebook strategy of Engine Brand
Engine brand is a famous Pakistani fashion brand that has many stores all over the
Pakistan. Engine brand offers men, women clothing items and all year round they give sale in an
online platform. Facebook has the largest users than any other social media network and it can
give the best profitability (Ifinedo 2016).
1. The first step is to set objectives for the organisation as Facebook marketing goals. These
goals can provide awareness about the organisation to grab new likes to the page. Engine brand
needs to make a loyal and engaged community that likes the posts and images of the brand on
Facebook. Engine brand can ensure the use of engagement metrics like PTAT (People Talking
About This). Through Facebook, Engine brand can showcase the previous works and presents

5DIGITAL MARKETING
discounts that would engage customers and users. Engine brand can use Facebook as a lead
generator.
Figure 1: Screenshot of Engine brand Facebook page
Source: Facebook (www.facebook.com/EnginePakistan/)
2. Engine brand needs to research the target market and PR team can find out the time when
target markets spend maximum time on Facebook. Facebook demographic helps to get more
information about target market (Chimpanzi 2014). Engine brand can research about the
competition and the new strategies that they are taking.

6DIGITAL MARKETING
Figure 2: Screenshot of Engine brand Facebook page
Source: Facebook (www.facebook.com/EnginePakistan/)
3. Engine brand needs to design the Facebook experience as the customers want to notice
something unique from the brand. Engine brand can set up the editorial calendar about when to
post and Engine brand needs to be more regular with posting. While sending emails, Engine
brand can provide a link to the Facebook page and on the official website, they must provide a
Facebook link to connect.
4. The last step is about to measure the progress on Facebook strategy through seeing the insights
of customer engagement (Likes, comments, clicks and Share). Facebook is cost-effective and

7DIGITAL MARKETING
Engine brand can make a plan for giving Facebook advertisements through attractive contents,
images, videos and messages that can generate positive engagement from users.
Figure 3: Screenshot of Engine brand Facebook page
Source: Facebook (www.facebook.com/EnginePakistan/)
As stated by Saat and Selamat (2014), Media Richness Theory explains the
communication medium to produce the information. Moreover, the primary driver of any
communication is the message that it provides with interpreted data. Facebook is a grand
medium that can produce rich communication of all types, videos, images, texts and voice also.
Engine brand must provide real-time engaging posts taking help of Facebook advertisements;
they can gather more active users that may lead to having more customers.

8DIGITAL MARKETING
Figure 4: Implementation of Facebook Strategy
(Source: Self-developed)
Implementation of Instagram strategy of Engine Brand
Engine brand is in fashion clothing market and it needs to implement Instagram digital
media to attract more customers about their new design and creation. Instagram has 700 million
active monthly users from all over the world (Ryan 2016).
1. Engine Brand first needs to determine the purpose of using the Instagram platform. Instagram
allows mainly the users visual sharing. Moreover, Instagram provides the feel of on-the-moment
capturing and fashion can share the culture of people at its best. Instagram is mainly mobile-

9DIGITAL MARKETING
based app and Engine brand can share mobile capturing and users can relate to this with the
brand image.
Figure 5: Screenshot of Engine brand Instagram page
Source: Instagram (www.instagram.com/enginepakistan/)
2. PR team of Engine brand can make Instagram content based on target audience with
objectives. It is needed to build the themes with determining products and services. Engine brand
needs to brainstorm the idea of Instagram contents that can allure more customers.
3. Engine brand can use an Instagram analytic tool such as Sprout Social and it gives the benefit
of engaging the people with Instagram auditing. As it is a photo-sharing app, it is needed to
publish engaging photos and videos related dresses and fashions.

10DIGITAL MARKETING
Figure 6: Screenshot of Engine brand Instagram page
Source: Instagram (www.instagram.com/enginepakistan/)
4. Moreover, in using Instagram, Engine brand can use the strategy of respond to everyone and it
helps the brand to engage more people. The video and image must be high-quality level. Engine
brand can use Hyperlapse, Layout and Boomerang to make these more attractive. Instagram is a
direct channel and Engine brand can send private message to the users to resolve any issue.

11DIGITAL MARKETING
Figure 7: Screenshot of Engine brand Instagram page
Source: Instagram (www.instagram.com/enginepakistan/)
.According to Labrecque (2014), Parasocial Interaction Theory is about interpersonal
communication and the media effects on the individual. It states that media contents must attract
the users and Engine brand's contents must enthral the customers. Instagram will give the
benefits to display individual’s culture and fashion through videos and images.