Digital Marketing Strategies and Challenges: Amorepacific Report

This report offers a comprehensive analysis of Amorepacific's digital marketing activities. It begins by exploring the opportunities and challenges presented by new digital marketing techniques, such as increasing brand awareness, customer satisfaction, and enhanced brand loyalty while addressing challenges like ad blockers, budget constraints, and market saturation. The report then assesses the changes in online consumer behavior driven by advancements in the digital environment, particularly within the beauty industry. It highlights the impact of social media and mobile devices on consumer purchasing decisions. Furthermore, the report identifies and evaluates three digital communication tools—smartphone apps, Instagram, and open blogs—to support increased customer engagement. It also discusses how the implementation of these digital marketing communication techniques necessitates changes to Amorepacific’s marketing mix, focusing on product/service, price, place, promotion, people, process, and physical evidence. Finally, the report provides a digital marketing plan, including elements such as measuring campaign effectiveness and outlining criteria for platform selection.

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student
Name of the University
Author Note

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Table of Content
Task-1 B) Discussing the potential opportunities and challenges new techniques could present to
Amorespecific’s digital marketing activities...................................................................................2
c) Assessing the changes in the online behavior of Amorepacific’s customers, which have been
driven by advancement in digital environment...............................................................................4
Task 2: a) three different digital communication tools to support increased customer engagement
.........................................................................................................................................................6
b) Discussing how the use of digital marketing communications techniques could then require
changes to Amorepacific’s marketing mix......................................................................................9
c) Four advantages to Amorepacific of adopting a multi-channel marketing approach................10
Task 3.............................................................................................................................................11
a) Creating an appropriate digital marketing plan including some relevant elements...................11
b) Assessing how the effectiveness of the campaign can be measured.........................................12
c) Outlining the criteria used for the selection of platforms or online techniques to be used within
the execution of the plan................................................................................................................13
References and Bibliography.........................................................................................................15

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Task-1 B) Discussing the potential opportunities and challenges new techniques could
present to Amorespecific’s digital marketing activities
Opportunities-
It is certain that rapid development of technology changed the business sector by giving people a
way out of every challenge in business. Due to the advancement of technology, digital media
gained a huge popularity in the corporate or any business sector (Royle and Laing 2014). Digital
marketing trends on social channels, even in stores, are changing the way the beauty industry
communicate and attract customers. In order to increase customer engagement, the brand should
let their consumers know about the products and services. The customers should also have the
opportunity to explore the products that Amorespecifc offers. Traditional techniques such as
search engine obtain less information from the visual elements than from text, so that the brand
need some skills to ensure that visuals help the firm to find the content. Thereby, by adopting
digital marketing techniques, Amorespecific can obtain the following business opportunities.
Opportunity of increasing brand awareness- Brand awareness is a significant business
aspect that firm must need to consider; if brand awareness is high, consumer engagement would
increase. Social media in digital marketing remains as the most cost-effective technique utilized
to syndicate content as well as maximize the business visibility. Here, by carrying out a social
media strategy, Amorespecific would greatly increase the brand recognition, as it will be
engaged with a broad customer base. For example, if Amorespecific generates a video featuring
brands products and services in detail and share the video on social media tools like Facebook
and YouTube, millions of people will get to know about the brand and its products. When people

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start interacting with the content, the practice increases the brand awareness and builds the
reputation as a developed business.
Opportunity of satisfying or meeting customer needs- Customer satisfaction, which is
again related to increased consumer engagement. As put forward by Chaffey and Ellis-Chadwick
(2016), customers appreciate knowing the fact that when they post comments on pages, they
receive a personalized response instead of an automated message. Thereby, through digital media
channels, customer service department of Amorespecific can acknowledge each comment, which
certain indicates that the brand is attentive towards the visitor’s needs and seek to provide the
best experience.
Enhanced brand loyalty- The major goal of Amorespecific is to build a large loyal customer
base, which does not interfere the customer engagement. So, customer satisfaction as well as
brand loyalty goes hand in hand; thereby, it is essential to regularly involve with the customers
and start developing a rapport with them (Ryan 2016). Here, Amorespecific is not just limited to
introduce its products and promotional campaigns through digital media. Consumers consider
these digital channels as the service channels, where they have the opportunities to directly
interact with the businesses.
Challenges-
More ad blockers- As put forward by Taken Smith (2012), the use of blocking software
is rapidly growing and the people who are using those blockers would soon be the minority. This
brings a significant challenge for Amorespecific, as after the use of digital techniques, the firm is
going to have a hard time in getting consumers to even see its ads.

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Budget- Even though, the firm might gain benefits using digital marketing techniques,
the budget for implementation of the techniques might not provide the desired ROI (Return on
Investment). The competition is increasing than ever for digital advertising and some channels
like Google, Facebook are maximizing the price with demand. Particularly, for competitive
niches, Amorespecific has to make large investment in the coming years.
Cluttered market- With the development of internet technology, there are billions of
websites are restricted in a number of niches and it could be difficult for Amorespecific to stand
amongst the rest. Hence, SEO provide a way to help the brand to go to the top, but the firm must
have to find ways to provide unique as well as valuable content.
c) Assessing the changes in the online behavior of Amorepacific’s customers, which have
been driven by advancement in digital environment
It is certain that rapid growth in the digital environment supported by technology
influence the consumer behavior of the consumers to a great extent. The consumers in the beauty
industry are always curious or skeptical about benefits and losses of the beauty products, as a
small packet of product item does not provide adequate information and instruction. However,
the development of internet provided a new channels for the consumers and brands to interact
and it provides customers with more choices, power and influence (Tiag and Veríssimo 2014).
Due to the increased use of internet, customers now have increased control of media
consumption than even before.
Particularly, the mobile devices drive the majority of global internet traffic and digital
media platforms have now become conversional hubs where the information of the products and
experiences are shared and exchanged among the consumers. As put forward by Lamberton and

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Stephen (2016) 44% US beauty shoppers mentioned that friends, coworkers, acquaintance and
families on social media are the major source for influence for cosmetic and skincare products
purchases. Amorespecific provides detail of information about the products, services on its
websites, social blogs and all owned digital media channels, and as the customers have the
access to internet, they could easily access the information within a minute. Moreover,
amorespecific’s leading outlets for online beauty purchases, which enable the consumers rely
heavily on the reviews on digital media platforms before buying the items.
Moreover, the consumers of Amorespecific are more prone to pay attention to the
content in the reviews instead of star ratings on the reviews. In addition, it has also been
identified that Korean customers are confident mobile shoppers and on a frequent basis, they buy
beauty products from Amorespecific on some particular social platforms like “WeChat” and
“Weibo”. As put forward by Shen and Bissell (2013) winning the digital media game with the
best reviews for an international beauty products remains crucial for Amorespecifc in South
Korean market. Due to the advancement in the digital environment, the consumers in the beauty
segment spend from one third to nearly one-half of their money on their cosmetic products. A
study conducted by Kim and Ko (2012), the consumers who like personal services go online
repeat purchase and in the survey provided in the study reveals that almost 73% of the consumers
mentioned that they go online for in-depth information for beauty products on a regular basis
compared to book and music lovers. This finding indicates that such consumers are rapidly
overcoming the feeling that they want to experience beauty products personally. As put forward
by Young (2014), beauty is a widely popular context in the social media, with YouTube and
Facebook leading the game. This means the fans of skincare, hair and other beauty products tend

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to share tips and reviews as well as review products or post the picture of themselves applying
the products.
Task 2: a) three different digital communication tools to support increased customer
engagement
Certainly, being present on YouTube, Pinterest and Instagram among other brands is
absolute action that Amorespecific needs to do in today’s competitive environment. However, to
keep up in the beauty product industry, it is significant to choose particular channels or tools that
provide the brand with increasing traffic. The following are some of the significant digital
communication tools that help Amorespecific to reach customers of large platform and increase
customer engagement.
Smartphone App: Use of mobile marketing is rapidly increasing due to the easy access to
internet and advancement hardware technologies. In order to remain in touch with the consumers
for 24X7, Amorespecific could launch a Smartphone app called- “Amorappy” through which,
the brand can send information such as new arrival of products, products guidance, inspiring
short story for makeovers and beauty ideas.

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Figure 1: Proposed Smartphone app
(Source: Lamberton and Stephen 2016)
The Smartphone app could be a suitable digital communication tool because people do
not have time to open up laptop at home to go to the website or social media channels to access
the information. Moreover, not all customers carry their laptop wherever they go but mobile
device will always remain as an exception in this case. In addition, people often remain busy
with their work-life, and they do not make any schedule of surfing internet. Thereby, through this
Smartphone app, the brand can give reminder to the consumers about offers and deals.
Whenever, they unlock screen of their mobile device, notification pops up.
Instagram- Instagram is another significant digital communication tool, which rapidly
increases customer engagement. Young adults of each nation are widely involved in Instagram
sharing photos and videos. Amorespecific could provide the latest updates in the form of videos
and photos on Instagram. The number of likes and shares help to learn the number of people in
the wide market know about Amorespecific.

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Figure 2: Digital marketing tool
(Source: Järvinen et al. 2012)
Instagram could be an useful digital communication tool for Amorespecific because the
brand could easily interact with the consumers. Millions of people regularly visit Instagram to
check new updates. If the brand shares the posts about its products and services on a regular
basis, the actions will stick in customer’s mind and next time when they will go to purchase a
product, Amorespecific comes in their mind. Similarly, the customer engagement increases.
Open Blog- Blog is certainly a significant digital communication tool holds a speedy
reach. An open blogs provide information about the products, guidelines, inspiring story of an
individual who has been benefitted from using the products (Malthouse et al. 2013). Whenever,
the consumers visit the website, they can see new posts- such as photos, videos of some using the

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products in the blog. This communication tool is effective for Amorespecific, as in such
competitive environment, to attract customers, the brand needs to engage the customers with new
stories and facts about the products. Access to such stories and information can be possible
through digital media channels.
b) Discussing how the use of digital marketing communications techniques could then
require changes to Amorepacific’s marketing mix
In order to implement digital media tools into the businesses, the firm needs to make
changes in the marketing mix (Holliman and Rowley 2014). The following are some of the
elements of marketing mix that should be implemented considering the recommended digital
marketing tools.
Products/Service- As digital marketing tools have access to the large platform,
Amorespecific needs to display all their products in the digital media channels. In the proposed
Smartphone app, all categories of products should be presented.

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Figure 3: 7p’s of marketing
(Source: Holliman and Rowley 2014)
Price- The implementation of digital marketing techniques requires a big budget, which
means the firm cannot use the same or existing pricing strategies for its products. If the
customers in the global environment show the interest pricing strategy should not be similar to
domestic market price. The firm could use competitive pricing strategy, where it could
maximize the price of the products so that other brands in the sector face the competition.

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Promotion- For promoting the products in digital environment, the proposed digital
communication tools would play a great role but the firm needs to focus on other social media
tools where millions of users are active regularly. For example, a Share of products on
Facebook, advertisement on some large video and audio streaming applications may prove to
be effective to promote the products and services.
Place- Online selling practice such as e-commerce has been a growing trend in all
business industries. Thus, Amorespecific could place its products in online selling channels or
directly to some large e-commerce vendors. In addition, the proposed “Amorappy”-Smartphone
application remains as an effective distribution channel where the consumers can directly
purchase the products.
People- Existing organizational members, distributors and suppliers are the people who
would be coordinating with the new digital marketing techniques.
Physical Evidence-In order to create physical evidence, the firm needs to develop its
website in a sophisticated way where the visitors receive all information they require before
purchasing the products. In addition, the suggested mobile application app should be designed in
an innovative way where the customers can see all information easily.
c) Four advantages to Amorepacific of adopting a multi-channel marketing approach
Increasing exposure- When a brand is using several channels for marketing its products
and service, each channel provides separate revenue to the firm. Moreover, brand popularity in
each channel can be measured separately. The firm can measure the particular channel being
more responsive to the activities conducted in the channels.