Social Media Marketing Strategy for E-commerce: EcoMom Inc. Case

This report proposes a digital marketing strategy for EcoMom Inc., an e-commerce company targeting kids, children, and pregnant women. The report identifies the reasons for the brand's failure, primarily the lack of a proper digital marketing strategy, and proposes a social media marketing strategy focusing on Facebook, Instagram, and Twitter to increase the customer base. The strategy includes retargeting campaigns, creating lookalike audiences, developing a brand story, and generating subscriptions. It provides examples of social media posts, blog articles, and Twitter engagement activities to enhance customer relations and brand awareness. The report concludes that a well-defined digital strategy is essential for targeting the right customers and attracting potential leads, emphasizing the importance of research, analysis, and insight in achieving business goals.

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Running Head: DIGITAL MARKETING STRATEGY 1
Introduction
The present report proposes digital marketing strategy for e-commerce Company named
EcoMom Inc, a retail company, which targets the customer segment of kids, children and
pregnant women. It offers products related to bathing, skincare, clothing, food, nursery and toys.
There are also several different items for the target audience which refers to the customer base
comprising newborn babies, kids, children and the expecting members (Ryan, 2016). The present
report highlights the reasons of the failure of the brand and proposes social media marketing
strategy for increasing the customer base of the organization.
Reasons of Failure of the Brand
There are several reasons for the failure of ecomom.com; however, the most prominent reason is
the lack of proper digital marketing strategy. It collaborated with Groupon to provide discount
coupons to the customers. The failure in the digital marketing strategy resulted in significant
loss per order. Groupon gave a 50% discount, which made the situation worse for the company.
Target customers of the Brand
The target customers of the company are kids, children and the expecting mothers. Therefore, the
company is selling products such as related to mothers and newborn babies such as skincare,
clothing, food and medicines and teething product. There are also other items such as food,
maternity wear, energy drinks, and high protein food. The company focuses on the basic
audience as these products are required in bulk by every customer.
Facebook Digital marketing Strategy

Running Head: DIGITAL MARKETING STRATEGY 2
Facebook marketing is an effective manner to increase the sales of the online e-commerce stores.
There are numerous strategies to employ Facebook marketing. There are a large number of
strategies such as implementation of retargeting campaigns so that the potential customers can be
driven back to the store. The lookalike audience can be created through Facebook marketing,
which means that the people, who share similarities with the existing target audience, can be
identified (Deiss & Henneberry, 2017). A brand story should also be developed so that in the
future, people get emotionally invested in the profile. In the present, Ecomom will strictly focus
on generating subscriptions for the organization as the company will be able to attain new
customers through it.
Examples of Post

Running Head: DIGITAL MARKETING STRATEGY 3
In the above post, the company will recommend its products to the customers as a giveaway on
the Mother’s day. The customers can purchase different types of gifts from the retail website of
the company.
A Blog Article:
How to handle the picky food problem among the children
Picky food is a common problem among the children. Mothers wonder how they can make the
children voluntarily eat healthy food on a regular basis. According to the research, picky eating
at an early stage is challenging as the children have come to know different textures and foods of
the food. Here are a few tips to encourage children to eat different type of food:
Try same flavor different times with the child

Running Head: DIGITAL MARKETING STRATEGY 4
Each try with the different food will increase the experience of the child with the texture and the
taste of the food which will expand the taste bud of the baby.
Remember that the child is not always hungry
It is important to note that the children have little appetite. They are also taking new things;
therefore, it is highly unlikely that they will take upon a regular eating schedule.
Mixing food of their liking
The mother can add food ingredients, which will suit their taste buds

Running Head: DIGITAL MARKETING STRATEGY 5
Third post: Good morning message with the theme of brand
Instagram digital marketing strategy
Instagram is commonly used digital marketing strategy in the lifestyle and the fashion industry.
Recently, Instagram is making a specific place for itself among the social media platforms. The
major characteristic of Instagram is that the majority of the users are between the age group 18 to
30. It means that the Instagram is a highly attractive network to connect to a particular
demographic (Dodson, 2016).
However, it is important to implement a particular strategy rather than publishing only attractive
images. In order to develop the Instagram strategy, the companies should identify the unique
competency of company. The company should also decide the target audience of the
organization and other target customers in the social media marketing strategy.
Instagram Page

Running Head: DIGITAL MARKETING STRATEGY 6
First Post
Second Post

Running Head: DIGITAL MARKETING STRATEGY 7
Third Post
Twitter
The primary characteristic of Twitter is that it has a young demographic customer base and
millions of regular and active users. It is easy to design a Twitter page for the company, as any

Running Head: DIGITAL MARKETING STRATEGY 8
person can design a Twitter handle and upload the profile pic and send Tweets. However,
creating a Twitter account and turning it into an actual tool, which generates business leads and
customer insight is very challenging.
The Twitter marketing strategy is different from Pinterest, Facebook and Instagram marketing
strategy. There are several ways through which is business uses Twitter, such as sharing content
and information, designing engagement activities, networking and branding of the organization.
Most of the Twitter engagement activities are based on interaction with the users and increasing
the communication with the users. It is unlike other social media platforms such as Instagram,
Twitter and Pinterest. The Twitter chats are used to enhance the customer relations and allow the
people to actively engage in the social network (Charlesworth, 2014).
Following trends and real-time hash tags can be used in the real time marketing also. The tweets
can be made conversational to increase the consumer engagement. The tweets are essential
broadcast; however, it can be made more interactive by adding a link, inspirational quote or
funny statements.
Page Review

Running Head: DIGITAL MARKETING STRATEGY 9
First Tweet
Second tweet

Running Head: DIGITAL MARKETING STRATEGY 10
Third tweet
Conclusion
It can be concluded that nowadays, digital marketing has become an integral part of the
marketing strategy. The digital strategy is important in understanding that the right customers are
targeted and the online posts attract the potential leads at the optimal time. There are some
defining factors in determining the goals and objectives of the business enterprise. The digital
strategy requires research, analysis, insight and experience. In the present, the digital strategy of
Ecomom has been identified. The company is suffering from significant losses due to lack of

Running Head: DIGITAL MARKETING STRATEGY 11
proper digital strategy. The current report has proposed a digital strategy on different local media
platforms.