Online Marketing Strategy and Plan for Fashion Clothing Organization

This report details an online marketing strategy and plan for a fashion clothing organization operating in the UK. It focuses on promoting fashionable kids' clothing to the baby boomer generation through social media platforms like Facebook and Twitter. The marketing plan includes defining target customers, selecting platforms, outlining an online marketing plan with content strategies, and setting a budget of approximately £250 per month. The report also discusses monitoring the campaign through coupon codes, conversion rates, and social media analytics tools. It outlines the approach to gain agreement for the marketing plan, including building coalitions and presenting a detailed plan to company directors. Finally, it presents evaluation measures such as brand value and market share to assess the effectiveness of the implemented online marketing strategy.

Running head: Marketing Strategy and Plan
Marketing Strategy and Plan
Online Marketing
Name of the student:
Name of the university:
Author note:

1MARKETING STRATEGY AND PLAN
Executive summary
This is a very brief study on the few essential elements, which are necessary in planning the
online marketing. The fashion clothing organisation is reputedly operating in the United
Kingdom. Success is never an end, which is why it is necessary to be competitive using different
strategies. Online marketing is one of such strategy, which the senior marketing manager has
planned to initiate. The objectives of the planned online marketing strategy will only be served if
it follows the essential of marketing strategies. Moreover, the study has shown that the company
needs to follow the essentials of marketing plan in order to attain the set objectives.

2MARKETING STRATEGY AND PLAN
Table of Contents
Introduction......................................................................................................................................3
Marketing plan.................................................................................................................................3
Target customers..........................................................................................................................3
Selected platform.........................................................................................................................3
Online marketing plan.................................................................................................................4
Budget..........................................................................................................................................5
Monitoring the online marketing campaign................................................................................5
Approach to gain agreement for the marketing plan.......................................................................6
Evaluation measures for the marketing plan...................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................9

3MARKETING STRATEGY AND PLAN
Introduction
Constructing a marketing plan is essential to counter any challenge that might interrupt
the expected outcome of the plan. Additionally, a marketing plan contains many essential
elements in it; however, all such elements have different scope for different kinds of marketing
plan (Krasnikov and Jayachandran 2013). The current study is aimed at online marketing for my
fashion clothing organisation. This will need a systematic and a more structured planning to
execute as per the expectations and to monitor the tracking of the progress.
Marketing plan
Target customers
The product chosen for promoting it online is the fashionable kids clothing. The first step
will be defining the target customer with the promotion (Morgan 2012). The target customer for
the products is definitely the kids; however, the promotion is aimed at attracting the baby boomer
group. They are the one who all will purchase the cloths for their kids. Additionally, my
organisation sells kids’ clothing of premium price, therefore the target customers will be upper-
middle class in the UK.
Selected platform
Social media platforms will definitely be used; however, this is important to decide the
feasible platform (Truong and Hall 2013). This will help in grab the attention of baby boomers
and will help to reach the target audience. Additionally, my organisation will be using online
marketing plan through Facebook and Twitter marketing strategy in order to reach the target

4MARKETING STRATEGY AND PLAN
customers. At present, Facebook is the largest social media site with 2 billion monthly active
users and Twitter has 330 million users globally in 2017.
Online marketing plan
My organisation’s PR team is going to open social media accounts on Facebook and
Twitter. Thereafter, we shall be discussing about the goals and USP of our kids’ clothing section.
Through social media, it would be easier to reach the customers through short videos, images
and texts. Facebook and Twitter provide the opportunity to give advertisements on their sites at
minimum pricing.
As the organisation is in UK, the PR team will research about demographics. Thereafter,
the PR needs to choose the schedule of the Facebook and Twitter marketing.
This is really important and this should be really attractive in social media pages.
Innovation has a big role to play in planning the Ad content. The Ad content will include some
connecting words such as “yours”. This will also include some emotional words such as
comforting and relaxing. The Ad content will be full of few images of best selling cloths. This is
required to influence the buying behaviour of customers. An Ad containing attractive &
conveyable messages with some attractive images, status, videos, texts, stories and links do help
in grabs the attention of the customers (Smith, Fischer and Yongjian 2012).
Engaging the users on Facebook and Twitter is most important thing and my PR team will
interact first with the customers and in case, customers ask about any query, the PR team will
answer back politely.
In order to engage the customers on online marketing plan, it will need to enable the users
to talk about the organisation. Moreover, PR team will also use the social media analytic tool in

5MARKETING STRATEGY AND PLAN
order to make customer satisfy and engage on social media. It is needed to lead the users into
customers through social media. Posting the website’s link on social media pages can increase
the traffic on website.
Activities Facebook Twitter
Social media site focus Mainly content, images, stories Mainly videos and images
Company brand presence Facebook Business Page Profile page (hashtag)
Viral brand exposure Likes, comments and share Retweets or follows
Impact on web traffic Direct link of website and e-
commerce
Direct link with content posted
Advertising opportunities Facebook ads
Premium ads
Sponsored ads
Promoted tweets
Promoted trends
Promoted accounts
Content posting time Between 1pm – 7pm Between 9pm – 11pm
Table: Social media marketing plan
(Source: Self-develop)
Budget
This is another very important segment of the online marketing for the chosen product.
This should be pre-planned in order to bear the expenditures required for the online marketing
(Potocan 2016). The cost of online marketing will be approximately around £250 every month.
The online marketing will continue till 12 months ever since its start. The cost is mentioned for a
single month. Both Facebook and Twitter platforms will be used for 12 months in order to reach
the target customers.

6MARKETING STRATEGY AND PLAN
Monitoring the online marketing campaign
The tracking of the performance can be done with the help of some tricks such as
assigning coupon or sales codes for placing each advertisement. It is important to measure the
conversion rates at the selected social media platforms. This will be calculates based on hits per
day. The number of hits per day will definitely tell that whether everything is going as according
to the plan or there is a need to bring some changes in the existing ad quality (Ludwig et al.
2013). Moreover, ROI (Return of Investment) tactics can be helpful to understand the conversion
rate (Berthon et al. 2012). Moreover, tracking and analysing the online activities can be done by
social media analytical tools like Socialbakers, Google Analytics, Buffer, Buffer and others. My
organisation will use Hotsuite software in order to engage the customers and to understand the
minds of the customers.
Approach to gain agreement for the marketing plan
At first, building coalition among all the departments is needed and the online marketing
plan will be sent to the departments for understanding. Thereafter, the approach to get the
agreement on the constructed marketing plan will be to send an approval seeking letter to the
senior department of the company.
This is required as the required budget and the related resources need a significant
investment. An investment can never happen without a proper concern from the company’s
directors.
Additionally, a detailed plan including the expenses and the related activities are needed
to be presented to the directors of the company. The marketing plan can never happen without a
significant approval from the directors of the company (McDonald and Wilson 2016).

7MARKETING STRATEGY AND PLAN
The senior marketer needs to create a vision of the marketing plan it is more like a
projection to the executive boards. Moreover, the originator of the plan must not leak all the
information about the marketing before the presentation. Keeping the plan fresh and delivering
the presentation with confidence pulls better chance to approve it.
Evaluation measures for the marketing plan
There are various ways, which can be used to measure or evaluate the effectiveness of an
implemented marketing plan. Those ways include but are not limited to such as Return on
Investment (ROI), Brand Value, Customer Satisfaction and Market Share. For the particular
online marketing plan, two strategies will be sued to evaluate the effectiveness of it. The first of
the strategy is the Brand Value. The purpose behind the online marketing was to get strong
responses on the chosen products (Krasnikov and Jayachandran 2013). It all depends on how
they execute the plan. This also depends hugely on the company’s directors as their supports are
utterly required. Their approval will only support the plan with the required funding and the
related resources. Moreover, the Ad team needs to be innovative in giving the Ad an attractive
look. It is indeed necessary that the Ad is worth grabbing. This simply means that the objective
will serve in enhancing the brand recognition into a wider customer base. An online marketing
will eventually help in reaching to a wider customer base. Moreover, the number of hit in the
different chosen social media platforms for the chosen Ad will define the level of success
achieved. The level of brand recognition will define a particular level of success achieved.
Another method of evaluation will be the Market Share. An elevated market share will define
the differences occurred due to the change marketing strategies. Market shares will only define
the elevation when there is a rise in the sales or there is a good response to the chosen product
line (Kumar and Mirchandani 2012).

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Conclusion
The fashion clothing organisation has its significance presence in the United Kingdom or
in some other parts of world. The company has earned good reputation in the retailing industry.
However, the rising competition in the retailing industry for cheaper prices and quality product
has created the urgency to have an effective strategy to capture the existing and the other new
market with some effective marketing strategies. The study has exactly produced the same
outcome. The senior marketing manager in the selected company has planned some effective
online marketing strategies for some specifically highly selling products of it. The plan is very
effective and so the selected product line.

9MARKETING STRATEGY AND PLAN
References
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy. Business
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Krasnikov, A. and Jayachandran, S., 2013, May. The relative impact of marketing, research-and-
development, and operations capabilities on firm performance. American Marketing Association.
Kumar, V. and Mirchandani, R., 2012. Increasing the ROI of social media marketing. MIT Sloan
Management Review, 54(1), p.55.
Ludwig, S., De Ruyter, K., Friedman, M., Brüggen, E.C., Wetzels, M. and Pfann, G., 2013. More
than words: The influence of affective content and linguistic style matches in online reviews on
conversion rates. Journal of Marketing, 77(1), pp.87-103.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Morgan, N.A., 2012. Marketing and business performance. Journal of the Academy of Marketing
Science, 40(1), pp.102-119.
Potocan, V., 2016. Marketing Capabilities For Innovation-based Competitive Advantage in the
Slovenian Market. Journal of Innovative Issues and Approaches in Social Sciences, 6(1), pp.118-
134.
Serra, F., Pointon, J. and Abdou, H., 2012. Factors influencing the propensity to export: A study
of UK and Portuguese textile firms. International Business Review, 21(2), pp.210-224.

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Smith, A.N., Fischer, E. and Yongjian, C., 2012. How does brand-related user-generated content
differ across YouTube, Facebook, and Twitter?. Journal of Interactive Marketing, 26(2), pp.102-
113.
Truong, V.D. and Hall, C.M., 2013. Social marketing and tourism: What is the evidence?. Social
Marketing Quarterly, 19(2), pp.110-135.