DIGITAL MARKETING (MKT302) - Group Analysis on Digital Strategy

This assignment solution presents a comprehensive group analysis focused on developing a digital marketing strategy for the iconic online retail organization in Australia. It explores various aspects such as user interface design and product presentation to enhance customer experience. The solution further delves into market segmentation methods like geographical, demographic, and psychographic/behavioral segmentations, providing insights into how customers can be categorized based on location, age, economic activities, attitudes, lifestyles, and behaviors. References from notable marketing literature underpin the analysis, demonstrating a well-rounded understanding of digital marketing principles.

DIGITAL MARKETING (MKT302) 1
Group analysis developing a digital marketing strategy
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Address
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DIGITAL MARKETING (MKT302) 2
Iconic digital marketing strategies
The Iconic is the largest online retailing organization in Australia which was started in 2011. In
their homepage website, things have been made easier as there are options that guide their
customers to the areas that are relevant to them such as women wear and men wear choices.
These options reorient the customers to a particular gender homepage once you have chosen your
sex. Using advanced eye-catching maps and analytical sales measurements iconic seems to
predict that shoes are popular with men hence they are prioritized in the males’ first banner.
Other gender-based homepages give unique offers, advertise new products and latest trends
(Cialdini, 2016).
The category page allows the visitors to suspend all the products until you precisely find what
you are looking for. All category pages have a line of bestsellers' products within a particular
category and are allowed go through them each at a time. The Iconic has the ability to distinguish
products by price, alphabetical, and numerical order, exhibiting more than 100 products in one
page before loading into another page (Halloran, 2014).
The product page contains features such as size, color, product details, delivery cost and returns
policies.at the iconic shopping cart, products are presented in the best light, where payment
alternatives are seen, live chat options for guidance, stating of main benefits and a customer can
also put a product into a wish record instead of buying it. The iconic website was developed
flexibly even for mobile users, they also have a mobile application for a smartphone which is
more spontaneous, with minimal cutters and better shopping experience (Doctoroff, 2014).
Market Segmentation

DIGITAL MARKETING (MKT302) 3
Segmentation of markets is a process through which customers are grouped in different domains
according to their abilities, needs and another set of bases, such as age, sex, interests, and social
factors. Various types of market segmentation include the following
Geographical Segmentation
Under this segmentation, customers are grouped according to their geographical locations. This
is because people at different regions are said to have different needs and wants.
Demographic segmentation
Classification under demographic segmentation is based on age, economic activities, cultural
practices such as marriages and family setups, nationality, and other variables.
Psychographic/ behavioral segmentation
Psychographic segmentation considers consumers’ conduct, attitude and lifestyles while in
behavioral segment classifications are based on customers that are aware of the product, those
that have never heard of the product, those who have used, those that can afford the product,
those using the product for the first time and many others (Tynan & Drayton, 2010).
References

DIGITAL MARKETING (MKT302) 4
Cialdini, R. B., 2016. Pre-suasion: A Revolutionary Way to Influence and Persuade. s.l.:Simon
& Schuster.
Doctoroff, T., 2014. Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing. s.l.: St.
Martin's Press.
Halloran, T., 2014. Romancing the Brand: How Brands Create Strong, Intimate Relationships
with Consumers. s.l.: John Wiley & Sons.
Tynan, A. C. & Drayton, J., 2010. Market segmentation. Journal of Marketing Management,
Volume 31(Issue 3), pp. Pages 301-335 .