MKTG1415: Enhancing OCC Clothing Company's Digital Marketing Approach

This report provides a detailed analysis of the current marketing strategies employed by OCC Clothing Company, focusing on their limited market presence and the importance of a robust digital marketing strategy to compete effectively. It examines current digital marketing trends, including content marketing, SEO, paid media advertising, and email marketing, emphasizing the need for multi-channel analytics to measure the impact of these activities. The report recommends a digital marketing approach centered around content marketing, website traffic development, AI and machine learning-driven marketing, online sharing incentives, and email marketing, while also highlighting the importance of social media marketing and regular analysis of consumer demand. It stresses that digital marketing should initially focus on building brand equity and popularity rather than immediate sales volume, with the goal of establishing a local monopoly for the company. The report also includes an action plan with timeframes, responsibilities, and budgets for implementing the recommended strategies.

Running Head: DIGITAL MARKETING
Digital marketing
Student’s Name
University Name
Author’s Note

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Current marketing strategies............................................................................................................3
Analysis of current digital trends of marketing...............................................................................5
Impact of digital marketing on the Business objective................................................................5
Recommendations for Digital Marketing approach........................................................................7
Action Plan......................................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

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Introduction
Advancement of media and Technology always keeps the customers busy with marketing
messages. In such situation is impossible for a small business to progress without implementing
proper digital marketing strategy. This report shows that digital marketing applications needed to
be invested are different from website development or web based marketing. Although the OCC
Clothing Company has small present in the country, the online marketing strategy is important
for them to compete with the drivers in the small market.
Digital marketing is a fast-growing solution for companies to reach maximum number of
consumers. In this context, this report deliver customised digital marketing solutions for
conveyance of their brand messages to potential customers as well as attract new customers with
the use of digital media techniques.
Discussion
Online marketing helps to benefit small businesses as well as customers. However, the use of
digital technology as well as internet marketing along with use of Technology has developed
some problems for Digital marketers also (Chaffey and Ellis-Chadwick 2019).
Most of the organisations, particularly small businesses are inclined towards cost cutting by
using digital marketing. However it is recommended that they should not cut back their budget,
instead focus on sending their marketing budget effectively by investing over highly emphasized
digital marketing campaign.
Current marketing strategies

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The organisation uses a mix of demographic, Geographic as well as psychographic segmentation
policies in order to deliver to the enhancing needs of the customers. Because of the Limited
presence in the market, they implement selective targeting strategy so that their products are
generally available in the market.
The positioning strategy adopted by OCC Clothing Company is based on usage and this can be
considered as a customer centric approach. It is evident that the customers need new and
developed designs of clothing at comprehensible prices. However big brands are able to offer
latest product designs, but the demanded price is much more than the locally manufactured
products (Mooney and Slobodian 2016).
In comparison with the other small clothing manufacturing businesses, OCC Clothing Company
Delivers their products to the market in mostly 32-35 days whereas the rival brands need up to 3
months of time period to deliver new product lines to the market. This is why OCC Clothing
Company enjoy market Monopoly in the local market of Melbourne, where the production unit
of the organisation is located. The major aspect of their marketing policy is advertising and store
locating (Kannan 2017). The three stores of the organisation are located at primary areas. One of
the stores is located in in a big Shopping Complex of the city, another store is situated in
residential plot and the third store is situated in a Downtown area.
The store locating facility of organisation is a big prospect of their marketing activity. Online
registration as local business allows Google Locator to identify their Store. This is how any new
customer visiting the area where their stores located would be able to protect them. Recently,
they have developed the policy of entering into collaboration with big retail market trends in
order to endorse their products. This is a significant aspect of their marketing strategy which will
enhance their brand parity when their products will be displayed parallel to the products of big

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garment brands under the same roof. Implementing a vertically oriented strategy of marketing,
they have been able to keep their cost low. However, competitive advantage is provided to the
clothing products of OCC Clothing Company by means of the innovative product display
strategies implemented by them. Under small budget, they have developed localised E-
Commerce facility by means of their able to determine the developing customer Trends and
customer demands regarding clothing designs, price variation as well as brand preference.
Analysis of current digital trends of marketing
Impact of digital marketing on the Business objective
The recent trends of digital marketing generally conveyance is most small businesses to shift the
domain of social media marketing. it is evident that in this form of marketing, the resource
utilisation is minimum. However, in this context it needs to be specified that with a small
marketing team of only 8 members, it is impossible for them to launch big campaigns. However
they can make integrated planning to launch social media campaigns by means of which they
will be able to attract large number of customers (Todor 2016).
In this context some specific digital marketing trends have become popular which small
companies, which are as follows.
The first kind of digital marketing is content marketing. the small business companies create
interactive videos for promoting their brand over Facebook, YouTube and Instagram. the popular
features of liking and sharing the videos help the organisations to estimate the popularity of their
content. The next marketing strategy is Search Engine Optimisation. This is a marketing strategy
that requires efficient programmers (Taiminen and Karjaluoto 2015). Use of specific keywords
and taglines helps the small businesses to keep their content ahead of other Rival companies. In

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this context, for emergency it can be stated that when any customer will search for best local
clothing brands, the name of their company will flash up on the top. However, for such activities,
there needs to be considerable marketing budget. This is why, it is suggested that the
organisations should not produce marketing budget before implementation of social media
marketing strategies. Other digital marketing strategies which can be on the slightly costlier side,
is the paid media advertising. The clothing company, in this context, the OCC Clothing
Company needs to develop collaboration with Digital marketers in order to enter into marketing
contract with local area websites, as well as other channels like Google ads (Baltes 2015).
However, concentrating on the nature of business it can be emphasized that the best digital
marketing strategy for the organisation will be to implement email marketing activities.
Lastly, it can be emphasized that it is not only enough to implement these strategies. It is also
essential that the small business organisations like OCC Clothing Company Implement some
multi channel Analytics in order to understand the impact created by their digital marketing
activities.
Nevertheless, it should be emphasized that the new brands coming into digital marketing should
be aware of the kind of outcome they should expect out of such marketing activities. Firstly, this
needs mention here that digital marketing activities are not direct marketing initiatives. Hence, in
the initial period of digital marketing, no small organisation should expect that they will be able
to get sales volume out of the impact from such activities. On the contrary, digital marketing
activities are mainly targeted for developing brand equity and brand popularity among the local
area customers. Nowadays, in all business domains there is heavy competition because of the
large number of market entrance and several existing market players who are entering into
multiple sector of business. That is why, it is essential that all small organisation should establish

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their Monopoly in their local areas which will help them later to emerge as big brands. It is in
this context, that the role of digital marketing campaigns comes into play.
Recommendations for Digital Marketing approach
the first approach that this organisation should be undertaken is that of content marketing. The
time span for implementing content marketing activities is first 16 months of business. They
need to focuson the major areas of clothing they are exercising on, with proper display and
Reflection on the kind of Style statement they are trying to bring into the society. Content
marketing can be efficient strategy for communicating across all touch points of customer life
cycle. It communicates with all other digital channels like search for my email as well as social
media marketing. The content developer for promotion is accompanied by provision of of link of
the E-commerce website from where customers can directly buy the products, Google search
Link from where the customers would be able to get additional data about the organisation as
well as social media links where customers can search for the latest online activities that are
going on regarding the brand (Fahy and Jobber 2015).
Although the organisation do not have much social media presence in this moment, such kind of
marketing will generate interest among large group of customers to search for the online
activities that are going on regarding the brand. This will automatically create scope for Search
Engine Optimisation as more and more customers will be using The Definite keywords to search
for products or other specific features related to this brand. Website trafficking is another aspect
that is needed to be incorporated, in order to develop the brand equity. The strategies that can be
undertaken in this context are advertisement, socialisation, writing irresistible headlines and
paying attention to on page SEO development. The two latest policies for the development of

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website trafficking are starting guest blogging and inviting others to guest blog on the website of
the OCC Clothing Company.
The next strategic digital marketing for business organisation will be Artificial Intelligence and
machine impacted marketing. This strategy will require the help of efficient digital marketers
who will implement various digital marketing Analytics tool. Business analytics and metrics will
be implemented for searching the customer preferences regarding clothing. Based on the
consumer preferences and the products which have been most searches on the Internet, they will
start sending customised emails as well as online notification to specific customers, urging them
to purchase their preferred products.
This is where smart marketing agencies look out for options to provide specific discounts to
definite customers. Online sharing is a recent trend that digital marketers of OCC Clothing
Company can also use to popularise their brand name. In this context, they can provide discount
vouchers which discount code which can be availed if only they are shopping from the E-
commerce website of OCC Clothing Company. There should be an option for allowing the
customers to share the link of the website directly over their WhatsApp or Facebook Messenger.
As a return for sharing, the customers who share the maximum will get specific discount
vouchers (Fahy and Jobber 2015).
The next in importance is email marketing. This is also another important feature of digital
marketing that is used by the small as well as global consumer goods companies. This is similar
to content marketing where specified content is developed to be sent over email to some selected
and potential customers. The selection of customers is to be made on the basis of of the result
derived from implementation of analytic tools. The list should include the name of those
customers who has done maximum online shopping for clothing in the last 6 months.

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The other important aspect of social media marketing that this organisation should incorporate
into their marketing campaign is implementation of analytic tools on regular basis for
understanding the consumer demand. For small organisations, who invest small business capital
over marketing campaigns as well as on product development, it is recommendable that they use
the general paid software for Digital Marketing Analytics. In this context the first analytic tool
that should be used by the organisation is click analysis. This is a special type of software which
utilizes customer data to track their online actions on E-Commerce websites. Most importantly,
keep track of the consumer products that the customers have added to their start on The E-
Commerce websites. Emphasizing on time and clicks, this software returns the most searched for
and purchased product on the E-commerce website of not only the particular E-commerce
website of this organisation but also on other popular E-Commerce websites. Based on the
search results of this software, the organisation can implement their email marketing plan. Most
efficient click Analytics tool working in Australia include Hubspot, Mixpanel, market tfuuruuo
and so on.
Action Plan
Objective Implementatio
n
Rational Time frame Resources required
Growth
of
popularity
of
product
styles
Development
of E-commerce
website,
development of
YouTube,
Instagram and
The content will
mainly showcase
the products styles
and the cost on
some cases so that
the consumers are
Since, the
organisation is
undertaking the
job to be done by
an external website
development
Resources are monetary
sources as well as external
website Development
Agency

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Facebook news
feed content
aware of the
presence of the
brand and the
quality of product
as well as their
designs
company, the
stipulated time will
be 8 months
Sales call
to
customers
Implementatio
n of E-
commerce
website along
with email
marketing and
showing
suggestive
feedback to
customers on
Facebook
These suggestions
will be issued to
the customers,
based on their most
favoured product
fashions. The
might have added
the same product to
the cart but not
purchased it
because of factors
like high price or
non availability.
Hence, similar
search results will
attract them to buy
the product based
This is a repetitive
process, however
the time frame for
development of
each set of of
product
suggestions is 3
weeks
Monetary resources,
hardware resources as
well as efficient email
marketing and an external
social media analytics
team

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on impulse action
Conclusion
In conclusion, it can be stated that it is impossible for organisations, setting up small business
units in local areas, achieve success without the help of successful development of brand equity
in local area which is not possible to be done in a short time without the help of digital marketing
activities.

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References
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Fahy, J. and Jobber, D., 2015. Foundations of marketing.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing, 3(4), pp.294-303.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.51.