Digital and Social Media Marketing in Practice: A Gucci Case Study

This report provides an in-depth analysis of Gucci's digital and social media marketing strategies, exploring how the luxury brand leverages various platforms to engage with its target audience. It examines the evaluation of social media activities, including the use of different social media zones like social community, social publishing, social commerce, and social entertainment. The report delves into the concept of digital identities and how Gucci utilizes them to connect with customers. It also discusses the importance of creative content and its role in attracting potential buyers, especially those in the upper class. Furthermore, the report highlights Gucci's use of Instagram, blogs, Facebook, Twitter, and YouTube, as well as the integration of traditional and digital media for brand promotion, providing insights into how Gucci maintains its brand presence and interacts with consumers. The report emphasizes the importance of digital platforms in the current market and how Gucci adapts its strategies to create a strong online presence, attract customers, and generate long-term results.

Digital and Social Media
Marketing in Practice

Table of Contents
INTRODUCTION...........................................................................................................................1
Evaluation of social media activities...............................................................................................1
Zones of social media.............................................................................................................1
Digital identities.....................................................................................................................2
Justification related with creative content..............................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
The term social media engage and include building of communities and networks for
encouraging individuals to participate or engage in more number of functions. In simple terms
social or digital media channel is used to encourage visitor or prospects into customers for
generating effective interaction within communities (McFarland and Ployhart, 2015). This report
is written from perspective of Gucci which is a international clothing brand. The main motive to
understand social and digital media in organisation is to formulate a platform that connect
management to target audience. Moreover, this report highlights on evaluation of social media
activities that are done by fashion brands (Alves, Fernandes and Raposo, 2016). Key theories as
well as principles are also identified for engaging more number of consumers in organisation.
Evaluation of social media activities
Social media work as an interactive information processing system such as computers
media technology which facilitate a platform for data information. According to existing market
conditions social media platform is beneficial to transfer information, ideas, interest and data
related with new products to large number of individuals. In simple terms social media refers to
website, application, digital platform etc. which leads prospects to interact with management of
company. Gucci is performing there work at global level as a reputed brand. So social and digital
work as an effective model that leads management to share photographs, event details, opinions
etc. to perform business at global level (Dahl, 2018). Some of the effective social media
activities are mention as follow:
Zones of social media
With the investigation related with Gucci and its social as well as digital media marketing
practices it is evaluated that digital practices is one of the biggest platform for all organisations to
complete there work effectively. With the proper understanding about zones of social media it is
identified that company is able to gain competitive edge in market by approaching all of there
targets. Social community, social publishing, social commerce and social entertainment are four
zones that is directly relates with methods of approaching more number of customers at global
level (Chaffey and Ellis-Chadwick, 2019). Video marketing needs for generating incorporate to
use better content. Brand marketing is used by companies to improve and generate long term
results. Although, Gucci is an international brand so management utilise digital and traditional
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both methods to promote products at large level. This also refers most of the current individuals
are performing there work with implement of digital media in there work practices and in
personal life (McFarland and Ployhart, 2015). Social commerce is most specific zone that is
accomplished by GUCCI through implementing right social and digital media strategy. This
refers that more number of profits are earned by management through selling its products on
online and offline systems. This determines the online engagement of individuals is most
important for international brand such as Gucci because it helps to enhance number of operations
like to increase in sale of goods. Moreover, the major benefit that is adopted by Gucci with
digital media is to perform their task in minimum time period. With implement of proper
methods related with social and digital media aid company to turn casual friends into loyal
customers for brand.
Gucci perform there work with implement of social media techniques that is used to
market products with help of social platforms. Blogs and Instagram are most effective platform
for Gucci to use in there social and digital media marketing. Along with this Facebook, Twitter,
Youtube are some other platform that also relate with society individuals. Zones for social media
is a totally different platform that control to market products into other areas by generating link
with diversity, society and consumers. Globalisation provides platform to all companies for
competing with other. So Gucci is more concern about performing their work with social media
as it assist company to interact with consumers in minimum time period (Dwivedi, Kapoor and
Chen, 2015). The official Instagram account of Gucci leads customers to interact with
management because it helps to gain attention of specific target market. With each post that tag
Gucci brand involves digital platform in individual life by demonstrating text, videos and images
of a personal account.
Digital identities
Digital identity work as the network and internet equivalent that is used to identity of a
real person and organisation, like the platforms which is used by business or governement
agency (Dewan and Ramaprasad, 2014). The major role of digital identity is to identify
connections and transactions that is done by an individual for connecting with their personal
computer system, phones, laptops etc. which are digitally used by a person (Cawsey and Rowley,
2016). Gucci marketing management is more concern about their social and digital media
identity because it work as an effective method that deliberates ethical use of organisation. All
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social Gucci accounts are followed by large number of persons so Amplification model is
implemented which is consists of three different platforms. Fan reach, engagement and
amplification are key aspects through which management generates long term results with
motive of digital platforms (Constantinides, 2014). This also provides more benefits through
which customers gain identity about creation and control of management to get identity of
persons. Gucci implement all digital identities to attract more number of customers which leads
individuals to communicate with there target persons for gaining long term results as it also help
company implement new ways which is increasing customer base to gain benefits and develop
better digital areas for enhancing long term results that leads company for engage to develop
social media by performing work on digital platform for connecting with target individuals
(McFarland and Ployhart, 2015).
Overall market and its consumer base are exchanging information with each other
through using digital platforms. Gucci develop effective strategy for individuals by posting
pictures of there clothes that is used to attract customers with social media. Gucci manage its
social accounts on daily active basis. This leads persons to increase there following on constant
basis. Example- fan base of customers through following more number of individuals for
performance about individuals that is used to result and advancement of companies and products.
It is also used by management for fans that continuously amplify brand presence of market. With
wide variety of social platforms it is analysed that it generates online brand presence for
implementing right tools and models to identify seasons that cover blogs and account which are
huge in follower base. Foursquare work as a platform that work to become an active member for
increasing local business that reach for target of more persons to generate interactive connections
and promotions for gaining special offers (Stephen, 2016). Discount and one on one offer are
example which is leading customers to provide better services for using right applications that
target customers on geographic bases. Traditional media and social & digital media both are
separate from each other. Gucci adopt social media for generating two way interaction with its
customer which helps companies to increase sales of its products.
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For example- With this picture it is identified that Gucci demonstrate itself as an international
brand. So they incurred more expense on Offline and online platform to recognise them with
international brand. This is also beneficial for organisation for generating and increasing there
customer base through advertisement techniques. The current picture shows description about the
stores promotion into mall and stores that leads organisation to attract more number of customers
(McGloin and Eslami, 2015). It is a method by which company flexibly generates long term
results for organisation as it work as permanent method for promotion.
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For example- With the above picture it is identified organisation is performing their work with
pictures that is used to promote all products. It is also beneficial for generating good quality of
products. This is also used by management for generating positive perception among customers.
This is an effective method for promoting products through social media. This picture is posted
on a Instagram account by celebrity as they influence and encourage more number of individuals
to purchase the product.
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For example- Gucci is also attract potential buyer by entering into promotion events as it
helps them to attract individuals of upper class society (McFarland and Ployhart, 2015). With the
above picture it is also concern that management perform its work to host several programs such
as events and show in which celebrities make their presence. This work as an effective method
for generating customers base that are rich and prefer luxury products to buy.
PART 2
Justification related with creative content
Content, image and information plays an important role in an organisation which is used
by management for creating design that attracts more number of potential customers. Target
audience for Gucci products belongs to upper class society and to enrich all stores in developed
as well as developing countries as it increases company profits for longer period. Thus, with
proper communication it is also easy for management to transfer whole information effectively
among all individuals and departments by implementing right social and digital media strategy.
The creative content used by manager refers to complete and analysing content for accessing the
aim of managing task and leading it for attend a photo-shoot through which more number of
individuals perform work as per campaign of generating promotional brands and products (Tuten
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and Solomon, 2017). Moreover, this also helps customers to explain things with whole
information. Like, the launch of new products at a global platform through which leads
individuals to generate effective results. Social and digital media is useful because it helps them
to create positive perception at global level by engaging more individuals to perform there task
on digital basis.
CONCLUSION
In the last, with social media strategy adopted by Gucci for attracting more consumers
that directly increases consumer base by engaging them on social platform. With digital media
strategy it is easy to maintain activities through which organisation responds on needs and wants
of consumer by understanding market through following social accounts of celebrities.
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REFERENCES
BOOKS AND JOURNALS
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review and
implications. Psychology & Marketing. 33(12). pp.1029-1038.
Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B
companies. Marketing Intelligence & Planning.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences, 148, pp.40-57.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Dewan, S. and Ramaprasad, J., 2014. Social media, traditional media, and music sales. Mis
Quarterly, 38(1), pp.101-122.
Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and advertising. The
Marketing Review. 15(3). pp.289-309.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
McFarland, L.A. and Ployhart, R.E., 2015. Social media: A contextual framework to guide
research and practice. Journal of Applied Psychology. 100(6). p.1653.
McFarland, L.A. and Ployhart, R.E., 2015. Social media: A contextual framework to guide
research and practice. Journal of Applied Psychology, 100(6), p.1653.
McGloin, A.F. and Eslami, S., 2015. Digital and social media opportunities for dietary behaviour
change. Proceedings of the Nutrition Society. 74(2). pp.139-148.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Verčič, D., Verčič, A.T. and Sriramesh, K., 2015. Looking for digital in public relations. Public
Relations Review, 41(2), pp.142-152.
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