Digital Marketing Strategy and Audit for Little Hangings, Australia

This report provides a comprehensive digital marketing strategy and audit for Little Hangings, an Australian jewellery company. It explores the company's strategic objectives, focusing on brand awareness and market share growth through digital platforms. The report identifies key digital platforms such as Facebook, Twitter, and YouTube, and analyzes the type of content programmed, including posts about women's rights and jewellery. It examines how these platforms are used to engage customers, including Facebook and Twitter ads, and digital PR efforts. The report also details direct calls-to-action, specific recommendations for improving the digital strategy, and discusses issues and resolutions for achieving desired outcomes. The report highlights the company's unique approach to marketing, emphasizing its Jewellery for Justice Collection and its commitment to supporting women's wellbeing, as well as customer engagement and brand value.

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Digital Marketing and Communications for Little Hangings, Australia

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Contents
Introduction:...............................................................................................................................1
Brief overview of the company:.................................................................................................1
Identification of the strategic objectives of Little Hangings in terms of their digital
marketing strategy:.................................................................................................................2
Identification of key digital platforms to engage with customers:.........................................3
Kind of content programmed in the digital platforms used by the company:........................3
Working of various platforms:...............................................................................................4
Direct calls-to-action experienced by Little Hangings through the digital platforms:...........5
Specific recommendations for improving the digital strategy:..............................................5
Issues and resolutions for achieving the desired outcomes by using suitable model:...........6
Conclusion:................................................................................................................................7
References:.................................................................................................................................8

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Introduction:
The concept of digital marketing has emerged predominantly in the current business
environment with the advancement of internet and technology. The business organizations
today have been taking the advantage of using digital platforms to communicate with the
customers and offer their products and services widely before them (Kingsnorth, 2019).
Traditionally, the marketing communication was done through the inclusion of advertising
through newspapers, billboards, broadcast television, etc., sponsorship, public relations,
direct marketing, personal selling and sales promotion through several trade shows,
exhibitions, etc. However, the emergence of the online platforms has made it suitable and
easier for the organizations to upgrade their promotional programs thereby increasing their
sales. In Australia, the rapid advancement of technology has marked its presence in the
business environment. The local small and medium sized business firms of the country have
also been using the digital marketing technique like the large firms in order to capture a larger
market and influence their marketing operations (Chaffey and Ellis-Chadwick, 2019). This
particular report is going to discuss about the importance of implementing digital marketing
communications strategy for promoting the business effectiveness of Little Hangings across
the whole of Australia. It can be said that this technique can help the small business firms like
Little Hangings to promote its products before the targeted customers with minimum cost.
This report is basically a Digital Strategy and Marketing Audit for the chosen small company
of Australia regarding how they can use digital platform for communicating across the entire
national market.
Brief overview of the company:
Little Hangings is a small scale jewellery company which was established in August 2015 by
a local ardent and enthusiastic jewellery lover named Renee. The Company operates on a
national level and its prime focus is to create cute, trendy, unique and elegant earrings, gem
rings, necklaces and other accessories as preferred by the Aussie women. Little Hangings
offers jewelleries to the local customers at an easily affordable price so as to make sure that
the women can buy even more and stay connected to the Company. They assure to deliver
high quality and hand crafted jewellery to the customers that are characterised by simple and
delicate lines. The names of each piece have been given based on the women who
experienced abusive treatments in the society. Renee, the founder, has been very keen at

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protecting the rights of the women and thus donates 50% of the amount earned after selling a
product to different social support organizations for helping the women against violence.
Identification of the strategic objectives of Little Hangings in terms of their digital
marketing strategy:
Digital marketing is considered as a most effective marketing and promotional strategy in
today’s business environment. Small businesses are much likely to compete efficiently in the
local markets by involving a smaller advertising budget through the help of digital marketing
technique. If the marketing activities are managed effectively, then the companies are able to
obtain the laser-focused control over how and where they can invest their money. The
messages conveyed to the market must be highly appropriate and influential for the
customers. As per the marketing and promotional activities of Little Hangings, it can be
stated that the application of digital marketing strategy can help them to promote their
products widely and reach out to a large mass of potential female customers in Australia. The
prime strategic objectives of Little Hangings are to make sure that the brand awareness of the
Company is spread all over Australia and increase their market share sustainably
(Ramaswamy and Ozcan, 2016). Since they operate solely on national or local market, it is of
utmost essentiality for them to attract all the women of the country towards their unique and
innovative jewelleries. The Jewellery for Justice Collection has been created by the Company
in July 2016 in order to support the women of Australia who experience abuse.
The owner aims at donating a significant amount of money of the cost of each product from
their Jewellery for Justice Collection so as to raise voices against the injustice behaviours and
tortures that the women of the Australian society face. Digital marketing strategy is very
important for Little Hangings in order to create maximum possible awareness to all the
women of the country regarding the wise and creative thoughts behind their variety of
jewellery range. It has been perceived that by promoting their products and offerings through
different predominant digital platforms, the Company has been capable of communicating
their ideas and social messages to all the targeted customers (Heding, et al., 2015). As more
women get attracted to their accessories, Little Hangings can increase their sales volumes in
their local market and fulfil their ultimate objectives of protecting the rights of the women
and making them feel safe and secured in the society. The main reason behind aiming
towards the wellbeing of the women was the continuous rise in the rape culture and abusive
violence against them. This evidence actually led Renee to create the Jewellery for Justice

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Collection and thus marketing through digital mediums is suitable for the Company to
accomplish their key objectives thereby improving their local market reach.
Identification of key digital platforms to engage with customers:
There are several digital marketing platforms through which the companies market their
products and services broadly before their targeted customers. However, with the
development of social media sites, digital marketing process has become quite fruitful and
effective (Alves, et al., 2016). It can be believed that Little Hangings has been very much
active on various social media platforms to promote or spread awareness to the entire nation
regarding their products and their ideas of protecting women’s rights. Most prominent social
media sites like Facebook and Twitter are used by the Company through which they highlight
their wide range of innovative and unique products and their wise thoughts and intentions
behind those broadly among the local customers across Australia. Social media is a booming
platform adopted by the organizations in order to facilitate their communications and
interactions successfully with the targeted customers. The evolution of the above mentioned
platforms has made it convenient for the companies to create brand awareness and attract the
attention of the potential customers in the market (Cheung, et al., 2015). It can be said that
uploading pictures of the jewelleries on the social networking sites and writing messages or
posting videos of the women abuse in the society have led Little Hangings to engage with
their customers and generate influential buzz around their brand. They have taken the benefit
of Facebook, Twitter and YouTube Ads Manager to run their advertisements thereby tracking
their ad performance. Portrayal of the painful and distressed conditions of today’s women
through uploading or giving stories on these platforms has engaged many female jewellery
lovers across Australia and as such it influenced their purchasing intentions. However,
besides social media platforms, Little Hangings has also adopted the tool of Digital PR
process to encourage a positive impression among the customers towards the organization.
The communication of the social message has actually attracted several women of the
country to buy jewelleries from the Company and thus it helped the firm to contribute for the
women’s wellbeing in the society. Renee has managed to establish a good relationship with
the customers through the Digital PR process which kept them engaged with Little Hangings.
Kind of content programmed in the digital platforms used by the company:
Since marketing is based upon highlighting the contents and criteria of the offerings made by
the companies, it is of immense significance to depict relevant and appropriate contents to the
targeted market so that the latter’s attention can be grabbed. Renee has made sure that the

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messages or the contents published on the social networking sites as well as Digital PR tools
are absolutely appropriate and ethical. The contents must be written by complying with the
marketing ethics of Australia to ensure ethical marketing (Mason, et al., 2015). Little
Hangings keeps on posting short stories about the unsafe and abusive conditions of the
women in today’s society thus indicating towards their benefit and protection. The Stanford
assault case was highlighted in mid-2016 which attained widespread attention in the market.
The contents of prevalent rape culture and several other heart-breaking facts endured by the
women are also being broadly published on the social networking platforms to encourage the
women and make them enthusiastic in joining hands with the Company. Hence their
initiatives for protecting women could be made successful. It can be thus stated that the
increase in Retweets and Facebook shares in case of Little Hangings has helped them in
attaining a potential and strong customer base in the local market through which the high
degree of customer engagement could be measured. The consistency between brand and
messages conveyed has been maintained by them. Several campaigns can be conducted
through the digital PR tool to create awareness in the market regarding the intentions and
goals of the Company (Kraus, et al., 2016). The circulation of the campaign videos is helpful
in assessing the favourability of the contents published. Unlike other jewellery companies of
Australia, Little Hangings has a unique viewpoint and perspective to share with its customers
which grabbed maximum market attention. The reason behind naming each jewellery item
after the names of the victims is being stated clearly to increase customer engagement. Social
media channels and digital PR platforms are quite easier to use by the customers as their
problems and questions are resolved and answered by the marketing team of Little Hangings.
This increased brand value for the Company in its local market and benefitted its market
sustainability.
Working of various platforms:
Little Hangings use both social media platforms and digital PR tools together to grow
interests among the women on the importance of their safety and protection of their rights
against violence and harm in the society. As a matter of fact, the contents are published
broadly in both types of digital platforms to influence the buying attitudes of the women of
Australia (Baltes, 2015). The rate of using Facebook, Twitter, Instagram and YouTube in the
country is much higher and the majority lies with the women. Due to such, Little Hangings
could easily create a strong imprint in their minds regarding the sufferings of today’s women
and how they can be safeguarded in the future through the viral campaigns and the posts on

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the digital platforms. They have included many of their customers in the campaigns to voice
their opinions and perceptions regarding the social issue to motivate the other women of the
society. The pop-up ads in both the digital mediums tend to engage the attention of the
women thereby insisting them to buy products from the Company. In this way, they help the
Company to contribute money for ensuring the safety and wellbeing of the women in the
society on effective means.
Direct calls-to-action experienced by Little Hangings through the digital platforms:
It has been witnessed that the Company, Little Hangings has been able to gather the attention
of a large mass of customers across the whole of Australia through the digital PR campaigns
and social media posts and uploads since the past 2 years. They have influenced maximum
women of different parts of the country like Fitzroy, Prahran, Coburg, Maldon, Brunswick,
etc. which led them to make purchases from the Company to a significant extent. The
inclusion of women in the campaigns and posting stories of several incidents of the issue has
driven the sales of the Company thereby increasing their revenue margins. It can be said that
the promotion through digital platforms could lead Little Hangings to sale its jewellery stuffs
to the large mass of women of the society. The demand for their products would increase and
as such, their production levels would also rise up. Hence the engagement of more women
tends to lead the Company to increase its profitability level thereby accomplishing the
objective of protecting the women’s rights.
Specific recommendations for improving the digital strategy:
By analysing the overall digital marketing efforts undertaken by Little Hangings, 7 points out
of 10 can be allotted with respect to the effectiveness of the strategy. In order to improve their
digital strategy and marketing initiative, the following recommendations can be cited:
 A multichannel approach should be developed by creating official accounts on
Instagram and YouTube. Marketers today seem to prefer using Instagram to promote
their products. Moreover, YouTube channels are also quite beneficial for marketing a
brand. Thus Little Hangings can use Instagram and YouTube to enhance its market
reach.
 Celebrity endorsements can also increase their market potentiality. The Company can
select some well-known actresses, female politicians and singers to endorse their
jewellery items with a message of how women can be protected against violence,
harm and abuses in the society (Engler, et al., 2015).

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 The common women of Australia who experienced brutality of the society can also be
included in the campaigns so as to make the other women of the society know about
their actual sufferings and viewpoints much clearly.
 Since the Company names its products after the names of the victims, the details and
the real life experiences of the sufferers should be mentioned shortly below each item
for gaining interest of the customers.
 Being an amateur company, Little Hangings can collaborate with some social care
organizations or local NGOs to facilitate their digital marketing strategy.
 Social media monitor can be appointed who would read the comments of the people
under each post and react to the same at a moment’s notice which would encourage
more women of the country to get engaged with the broadly published contents.
 Search engine marketing can also be done for attaining best competitive position in
the local market (Aswani, et al., 2018). Use of Google or Bing can help Little
Hangings attract new customers which would thereby facilitate their direct calls-to-
action process in the market.
Issues and resolutions for achieving the desired outcomes by using suitable model:
The most specific issues and resolutions associated with digital marketing process are:
1. Lack of building authentic connection with the targeted women
Solution: Little Hangings must connect with the audience through using low-cost brand
monitoring tools like Buffer, TweetDeck, etc. for responding every comment of the audience.
2. Possibility of hacking
Solution: An effective monitor should be employed to have a constant check on the database
and the customers’ comments should be protected with suitable passwords so as to avoid
hackers (Parsons, et al., 2017).
3. Inconsistency in contents
Solution: The Company should make sure that the contents they are publishing on the social
media platforms as well as Digital PR campaigns are interesting and relevant enough to
address the actual social issue of women protection in the society.
Starbucks has been using the 4C marketing communication model for improving their digital
marketing strategy (https://www.slideshare.net/saravananmurugan334/starbucks-marketing-

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strategy-47319493 slide 28). Hence Little Hangings can also use this model as a benchmark
to facilitate their marketing process on digital platforms. Through this model, they can
provide convenience to the customers and provide solutions to tackle the issues thereby
influencing digital communication process.
Conclusion:
It has been perceived that the digital marketing strategy has paved the way for the
organizations to reach a broader market by facilitating their communication process. The
report stated that Little Hangings should use multichannel approach to get more access to the
market and attain interest of more women of the Australian society. Since the Company
operates locally, the sufferings of the women of today’s society have been recognised and
necessary awareness on the same has been depicted by them through effective digital
platforms. The report stated different platforms to promote the Company’s objectives and
product varieties. Necessary recommendations have been cited on how they can improve
their digital marketing strategy in the future.

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Aswani, R., Kar, A.K., Ilavarasan, P.V. and Dwivedi, Y.K., 2018. Search engine marketing is
not all gold: Insights from Twitter and SEOClerks. International Journal of Information
Management, 38(1), pp.107-116.
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of
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Engler, T.H., Winter, P. and Schulz, M., 2015. Understanding online product ratings: A
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Marketing, 33(1), pp.93-106.

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