An Analysis of Digital Marketing at Kogan.com: A Report

This report provides a comprehensive analysis of Kogan.com's digital marketing strategies. It begins with an introduction highlighting the company's effective use of digital platforms and its focus on consumer segmentation. The report reviews Kogan.com's website and its digital strategy, emphasizing its use of newer online technologies like blogging and video content to differentiate itself and increase profitability. It then delves into the segmentation of consumers, identifying key segments such as electronic product buyers, fitness enthusiasts, and parents purchasing baby products. The report explores the suitability of various social media platforms for each segment, including email marketing, Twitter, and Facebook, and how Kogan.com utilizes these platforms to enhance brand awareness and visibility. It also discusses the non-suitability of certain platforms based on consumer preferences. Finally, the report offers recommendations to Kogan.com, such as providing welcome emails and designing engaging advertisements, and concludes with a summary of the findings and their implications for the company's digital marketing efforts.

Running head: DIGITAL MARKETING OF KOGAN.COM
Digital Marketing of Kogan.com
Name of the Universty:
Name of the Student:
Authors Note:

1DIGITAL MARKETING OF KOGAN.COM
Table of Contents
Introduction..........................................................................................................................2
Review of the website and its digital strategy.....................................................................2
Segmentation of Consumers................................................................................................3
Social media platforms for the market segments.................................................................4
Utilization of these platforms by these brands....................................................................7
Non-suitability of social media platforms on brands...........................................................9
Recommendations................................................................................................................9
Conclusion.........................................................................................................................10
References..........................................................................................................................11

2DIGITAL MARKETING OF KOGAN.COM
Introduction
Kogan.Com effectively utilizes the digital marketing platforms and analyses such
platforms based on the suitability of the market segments (Aksu et al. 2018). The objective of the
paper is to analyze the digital marketing strategy of Kogan.Com through analyzing its website
along with its different target consumer segment. Moreover, the paper will also consider the
ways in which for each of its consumer segment, all the digital communication platforms such as
LinkedIn, Twitter, Facebook, Snap chat, Pinterest and Email marketing can be used. The
selection of the company’s digital marketing strategy will be based on the preferences and
consumer segment’s visibility of these marketing platforms.
Review of the website and its digital strategy
Kogan.Com has developed an online digital marketing strategy based on the nature of its
target consumer segments. The company makes increased use of newer online technologies such
as blogging or video of its entire new product offering. This serves as one of the effective digital
marketing strategy that makes it highly effective in differentiating itself from its consumers
through increasing its profitability and visibility (Code 2015). The Company has attained
increased awareness of all its products among its target consumers by means of employing
highly effective digital marketing strategies. Social media channels such as Twitter, Interest and
Email marketing is greatly used by Kogan.Com in attaining increased profitability and consumer
attention (Lewis and Rao 2015). The company has developed its website in a manner that it
includes editorial along with consumer reviews and manufacturing product information. The web
pages of the company are also tailored with individual preferences that have notifications and 1-
click technology. Moreover, in the Facebook fan page of Kogan. Com it has ensured increased

3DIGITAL MARKETING OF KOGAN.COM
interaction among the consumers based on their product (Grewal, Bart Spann and Zubcsek
2016). The company’s community of online retailers also generates feature-rich content that
includes product reviews, wish lists, online recommendation lists, buying guides along with
wedding and baby registries. Kogan.Com directs a huge consumer base to its websites through
employing effective digital marketing approaches that includes its Associates Program,
sponsored search, portal advertising, and email marketing campaign along with other approaches
(Harms, Bijmolt and Hoekstra 2017).
Segmentation of Consumers
Consumer Segment Buying Electronic Products
A consumer segment considers purchasing electronic products from Kogan.Com. These
target consumers of the company are generally technology driven and focuses on purchasing
company’s products based on its price leadership strategy. The company’s electronic products
buying consumers belong to the groups that have great inclination in the direction of e-commerce
portals. Moreover, they also indicate highly comfortable nature towards online shopping. Most
of the professions and businessmen consumer segment do prefer purchasing electronic products
for their convenience as they are busy with their jobs. They find it convenient to purchase
anything through online medium than visiting the physical stores for saving time and money
(Keller 2017).
Fitness Consumer Segment Buying Fitness Product
Fitness focused consumer segment of Kogan.Com are the consumers those are focused
on improving look of their physique. They are also self-motivated and increasingly discliplined
people when it comes to fitness and health. This target consumer market segment is the

4DIGITAL MARKETING OF KOGAN.COM
consumers those search for good deals. For this reason, the website of the company is observed
to advertise specific days on which they provide massive discounts to its buyers. The geographic
segmentation of the company considers segmenting consumers based on marketplace, star hub
and classified (Kerr et al. 2015).
Parents Consumer Segment those Purchase Baby Products
Another consumer segment of Kogan.Com is the parents consumer segment and these
factors include degree of loyalty, based on attaining benefits, personality and user status. This
target consumer market segment includes consumers those that prefer purchasing baby and child
specific goods from the company. The personality of this target consumer segment is observed to
be health conscious towards their children and focus on quality of baby products (Lewis and Rao
2015). The user status of the target consumer segment will consider consumers those are regular
users and potential users. Based on the demands of the consumers Kogan.Com launched Bubbli
that offers baby and toddler products. This consumer segment looks for playpens, changing
tables, high chairs along with bottle sterilizers.
Social media platforms for the market segments
Suitable social media platforms for Consumer Segment Buying Electronic Products
To attract the attention of electronic products preferring consumer segment, Kogan.Com
has its traffic metrics supported by increasing engaged community of mobile application users,
website visitors along with providing offer of email subscribing. To enhance its consumer
electronics brand Kogan.Com develops more Google search queries through its effective
website. The professional target consumer market segment belonging to upper and middle
income group follows the social media platform such as email in attaining any information

5DIGITAL MARKETING OF KOGAN.COM
regarding products sold through online medium (Rodgers and Thorson 2018). They are highly
active for checking emails on regular basis for attaining regarding any advertisements or offers
provided by Kogan.Com.
Suitable social media platform for Fitness Consumer Segment Buying Fitness Product
The fitness conscious target consumer market those are the regular users of Kogan.Com’s
offerings and have the tendency of assessing a wide range of products and services in a time
saving and convenient manner are considered to use digital communication platform such as
Twitter. This consumer segment is highly active target audiences in Twitter as being loyal
consumers they are active in sharing their opinions through online medium (Rodgers and
Thorson 2018). They are also influenced by positive word-of-mouth and chat rums formed in
Twitter regarding products of Kogan.Com. Based on the opinions attained from this social media
platform they are convinced to acquire the products of the e-commerce business. Through this
social media platform the company expands its private level product offering through developing
its brands of fitness and sport. Twitter has a fan page of Kogan.Com where this consumer

6DIGITAL MARKETING OF KOGAN.COM
segment shares their views among themselves and with the company regarding exercise
machines, fitness equipment, compression wear along with gym accessories.
Suitable social media platform for Parents Consumer Segment those Purchase Baby
Products
In order to attract attention of this parents consumer segment of baby products certain
effective social media platforms are employed by Kogan.Com. This consumer segment is
observed to be follow advertisements and deals from online parents’ site. Considering the same,
the company employs effective social media tools for marketing its baby product segments
through DailyDealsForMoms.Com through positing online videos and offer based coupons.

7DIGITAL MARKETING OF KOGAN.COM
Utilization of these platforms by these brands
Based on the social media platform use by target consumers, Kogan.Com considers
developing its digital marketing strategy that can facilitate the company in increasing its brand
awareness and visibility among consumers. Along with e-mail marketing, Kogan.Com also
implements Google Text ads along with banner ads from all its brands (Lewis and Rao 2015).
These platforms could be integrated with the brick and mortar marketing strategy having various
aspects and they are demonstrated briefly as follows:
 E-mail Marketing- E-mail marketing strategy is used by Kogan.Com for attracting
attention of its target consumer segment focused on buying electronic product. In
implementing this digital marketing strategy, the company sends personalized e-mail to
its consumers with dynamic content. Moreover, it also helps its consumers to get aware
regarding the recently launched electronic products and brings its website contents within
the inboxes of consumers’ e-mail though maintaining consistency within its template and
design. Content of the company is highly evolving aspect as it helps in consumer
interactions and the familiarity of the templates and layouts maintain content relevant to
the brand (Rodgers and Thorson 2018). This strategy could be associated with the
physical, online and neighborhood aspects. The physical aspect could be linked in the
sense that the various contents published on the website are sent in the form mails to the
target customers, which is a secondary signage utilized for daily specials or advertising
sales. There is association with the neighborhood aspect, since Kogan.com mails
information regarding special offers to its targeted customers.
 Twitter- Kogan.Com considers regular integration of its Twitter e-commerce through
launching variants of its features. For instance wish list of Kogan.Com helps the fitness

8DIGITAL MARKETING OF KOGAN.COM
focused consumer segments to drop the products they found from Twitter within their
shopping carts. Moreover, this process helps in making visibility of all its products
seamless for its target consumer market segment. This social media platform is used by
the company to be a micro-blogging service which helps users of posting tweets of 140
characters or less than that on fitness advices and gadgets (Tham, Rodgers and Thorson
2017). Twitter Grader is used by Kogan.Com in grading their online profile along with
searching the top tweeters within the locality.
 Facebook- Facebook conversation advertisements are developed Kogan.Com through
employing My Seller Pal advertisements that helps in optimize their conversations with
the consumer segment purchasing baby products. Facebook helps the company in
employing the objective “conversations” regarding the benefits and quality of baby
products to parents. This can further help the company in providing ads to its consumers
through which they are likely to attain discount codes for Kogan.Com offerings (Thorson,
Rodgers and Tham 2017).
The above two strategies could be related with the social media aspect mentioned in brick
and mortar marketing strategy. With the help of social media, the business owners could
encourage their customers in liking their Facebook and Twitter pages by providing special offers,
engaging contests or interesting content. Hence, by utilizing the two above-stated platforms,
Kogan.com could find an avenue of involving and informing potential customer service issues
along with conducting surveys. As a result, it ensures more positive word-of-mouth marketing.

9DIGITAL MARKETING OF KOGAN.COM
Non-suitability of social media platforms on brands
Consumer opinions and preferences are different based on their demographic,
psychological and behavioral classes. This is the reason for which all the social media platforms
are not deemed to be highly suitable for the consumer segments. Communities of interest are
globally being fostered through social network platforms and a consumer target market is
deemed to have highly active in Google+ circles and LinkedIn Groups rather than following
Facebook pages (Kogancorporate.com. 2018). These consumers are more interested in getting
aware of any deals or offers provided by Kogan.Com through email marketing. Facebook fan
page, Printerest and Twitter market will not be a great interest for these target consumers. In
developing digital marketing strategy and for selecting most suitable digital advertising strategy
segmentation of consumers based on their personas is necessary. Sales prospect profiling gets
easier for selecting suitable advertising channels, as based on the preference of social media
channels by consumers the digital marketing strategy can be developed by Kogan.Com (Kuzma
et al. 2017).
Recommendations
Based on the segmentation and digital marketing strategy employed by Kogan.Com
certain effective recommendations are offered to the company:
 Kogan.Com is recommended to provide welcome e-mail to its consumer segment of
electronic products. This can facilitate them in attaining access to personalization along
with attaining easy links in the personalized email to the recently searched products by
them.

10DIGITAL MARKETING OF KOGAN.COM
 The company is recommended to design its advertisements in Twitter in a manner that it
is highly engaging. This can be ensured by Kogan.Com through creating hash tags for all
the contests and premium services that will persuade its followers to develop user-
generated content for fitness advices and products.
 Kogan.Com is recommended to develop its website and introduce a new segment for
consumer segment purchasing bay products. This can be done through developing a wide
variety of image and video content on baby products over its website.
Conclusion
The objective of the paper was to analyze the digital marketing strategy of Kogan.Com
through analyzing its website along with its different target consumer segment. The target
consumer market segment is the consumers those search for good deals. For this reason, the
website of the company is observed to advertise specific days on which they provide massive
discounts to its buyers. The report revealed that the company’s community of online retailers
also generates feature-rich content that includes product reviews, wish lists, online
recommendation lists, and buying guides along with fitness and baby registries. It was gathered
from the paper that the company’s consumers belong to the upper and middle class consumer
groups that have great inclination in the direction of e-commerce portals. Moreover, they also
indicate highly comfortable nature towards online shopping. Based on the same, Kogan.Com
must consider developing its digital marketing strategy that can increase its profitability and
visibility. It is also recommended to increase interaction among the consumers based on their
product.

11DIGITAL MARKETING OF KOGAN.COM
References
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perspectives and a research agenda. Journal of Interactive Advertising, pp.1-12.
Keller, T., 2017. Effects of Advertising Methods on Fruit Consumption in Sixth-Grade
Population.
Kerr, G., Schultz, D.E., Kitchen, P.J., Mulhern, F.J. and Beede, P., 2015. Does Traditional
Advertising Theory Apply to the Digital World?: A Replication Analysis Questions the
Relevance Of the Elaboration Likelihood Model. Journal of Advertising Research, 55(4),
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KOG0004%20AR17_PFO_web.pdf [Accessed 6 May 2018].
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Chiranjeevi, K., Intel Corp, 2017. Digital Advertising System. U.S. Patent Application
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