MKT302 - Digital Marketing Strategy Portfolio: Ecomom Case Study

This report analyzes the reasons for the failure of Ecomom's digital marketing strategy, focusing on heavy discounts, employee salary structure, and competition from Munchkin. It identifies the target customer as new and expecting mothers seeking organic and safe baby products, highlighting the brand's inability to meet their needs digitally due to poor marketing tactics and lack of expertise. The report suggests implementing Facebook, Instagram, and Twitter strategies, including creating engaging content, utilizing influencers, and addressing customer queries effectively. The analysis emphasizes the need for a comprehensive digital marketing approach to attract potential customers and improve brand visibility and profitability. Desklib offers similar solved assignments and study resources for students.

Running head: DIGITAL MARKETING
DIGITAL MARKETING
Name of the Student
Name of the University
Author Note

1
DIGITAL MARKETING
Reasons of failure of the digital strategy of Ecomom:
Digital Marketing is one of the most important facets of the marketing of today’s
world with more and more companies engaging in the tactics to get a surge in income and
also to make sure that more and more customer are engaged in the whole process at the end.
It promotes more exposure to the company as the marketeers can get a better idea about the
kind of products demanded by the customers of the brand. Digital marketing promotes sales
in a positive way and leads to a number of benefits for the brand (Chaffey and Ellis-
Chadwick 2016). However, if the whole concept of digital marketing is done in wrong way, it
can lead to a major havoc in the sales and brand value, which is the case of Ecomom, the one-
stop destination for mom and maternity products consisting of food, apparels and toys. The
brand though has a very strong ideas about their product and service structure, some of the
major mistakes of the brands have led to the losses that the brand has faced in terms of digital
marketing strategy (Ryan 2016).
One of the major mistakes that is done by the brand is the heavy discounts that the
brand provided to their customers, even going beyond their minimal profit margin. The brand
manufactures products that are eco-friendly and organic that had zero effects on the
environment as well as on the lives of the users using them, which ultimately is more
expensive than the regular products with tonnes of chemicals in them. However, in order to
attract a large customer base they gave unrealistic discounts and even gave combined offers
on Groupon at a rate that led them into dangerous loss margins within a year of starting.
Second reason can be the lack of salary structure by the companies to the employees.
The sales representative of the company receives the salary on the basis of the number of
sales that the person does but his incentives depend on the amount of sales that is calculated

2
DIGITAL MARKETING
before discounted pricings. So as the result, the salary of the sales representative does not
represent the amount that has been received by the sales of the products.
Thirdly, there is a major competitor in the market namely Munchkin that is able to
give a tough competition to Ecomom with their better strategies and more number of
employees. The company stands out in terms of employees and the strategies that it employs
to make the products more user friendly as well as profitable for the company.
Target customers and the reasons for its unsuccessful results:
The target customers for the company Ecomom is the new mothers and would-be
mothers who are looking forward to purchasing the best products for their babies, which is
organic, safe and environment-friendly at the same time. They are the customers who are
willing to pay more than the normal market rates for better quality of products. The
customers, which the brand is targeting, are willing to opt for the best for their babies in spite
of paying higher rates than the market products with chemical-laden composition.
The brand Ecomom specialises in the production of safe and organic baby products
that are both good for the mother and the babies. The brand has made a number of plans to
conduct successful online marketing but in reality, due to the lack of expertise outlook in
their customer attraction behaviour, they failed miserably. The company relies mainly on
their discount marketing strategy and their sales promotion, which again proved to have a
havoc on the overall profitability of the brand. The discounts and the sales strategy followed
by the brand creates a nuance among the owners of the brand as they undergo a major loss
rather than incurring profit right from the time of their formation as a start-up. They have no
proper online marketeer team who can cater to the needs and demands of the customers and
their inability to attract the attention of the customers through social media is another factor
that led to their failure of the digital marketing strategy of the brand. The brand in spite of

3
DIGITAL MARKETING
giving good amount of monetary benefits to the customers are lagging behind in basic
marketing tactics, making it tough for the company to sustain the competition levied by the
rival brands in this genre, especially, Munchkin.
Implementing Facebook:
Facebook is one of the biggest online promotional platform that has the capability of
attracting a huge number of customers within a short span of time and expense. Ecomom, for
attracting a huge number of customers can use Facebook in their strategies by a number of
ways. They can make a Facebook page of their own which can be an open page displaying
the variety of their products along with their price and usage (Tiago and Veríssimo 2014).
They can also appoint some digital marketing experts who know the insights of Facebook
marketing and can promote the products among the potential customers. Some pages that deal
with motherhood can also be approached for the same and can be entrusted upon to promote
the products, even with a nominal cost. The team handling the Facebook page can also deal
with the customer queries in a very effective manner as a number of people are on Facebook
looking for products that can meet their requirements. Ads and banners on Facebook can also
be useful for attracting the customers and engaging many customers on their page. Therefore,
in these ways Facebook can be implemented in the marketing strategy of Ecomom to attract
potential customers and give required information to the customers regarding the products.
Implementing Instagram:
One of the most famous social media handle for sharing photos and videos is
Instagram and it can be used by Ecomom for their digital promotion strategy. Instagram is
gaining a lot of youth popularity these days, which can attract the new moms at large (Miles
2014). The pictures and videos shared on Instagram can be useful in making the customers
understand the benefits of using eco-friendly and safe organic products both for their babies

4
DIGITAL MARKETING
and the mothers. The company can open an Insta page for the promotion of their products and
can even allocate the task of promotion of their brand to Instagram influencers and bloggers
who are associated with the genre for a prolonged period. Ads on Instagram can also be a
potential source of sharing the information among the customers who are looking forward to
try a new baby care brand either for themselves or for their new born.
Implementing Twitter:
Twitter is mainly famous among the elites and the educated mass of the society
because of their inclination towards intellectual posts and celebrity accounts. However, with
time it is becoming one of the other layman social media handles operated by many of the
commoners (Weller et al. 2014). Twitter can also be a potential source of digital marketing
promotion for the baby care brand Ecomom as they can attract a huge mass of class people
who always look for products that will be the best for their babies irrespective of their price
tags. Being a brand with a hefty price range than the common market products, Twitter can
provide the company with some loyal customers who will buy their products without asking
for discounts and freebies. If the company can allocate good profit, then they can also
consider the proposal of promoting the products by known celebrities on this social media
platform.

5
DIGITAL MARKETING
Reference
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.
Miles, J., 2014. Instagram power: Build your brand and reach more customers with the
power of pictures. New York, NY: McGraw-Hill Education.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Weller, K., Bruns, A., Burgess, J., Mahrt, M. and Puschmann, C., 2014. Twitter and
society (Vol. 89, p. 447). P. Lang.