BMM306 - Plush Sofas: Digital Marketing Techniques and Review

This case study provides an analysis of Plush Sofas' digital marketing strategies, including Search Engine Optimization (SEO), Content Marketing (CM), Social Media Marketing (SMM), and Email Marketing (EM). It reviews the effectiveness of these techniques, examines the digital marketing channels used by Plush Sofas such as social media, webstore, and emails, and assesses brand consistency across these channels. The study also includes a competitor analysis, comparing Plush Sofas' online marketing with that of Sonarworks, and evaluates Plush Sofas' trust signs strategy, providing examples of customer reviews and explaining how these reviews assist with sales conversions. The document concludes with references to support the analysis.

Running Head: DIGITAL MARKETING
DIGITAL MARKETING
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DIGITAL MARKETING
Question 1
List four (4) Digital Marketing techniques used by plush.com.au. Discuss ways in which each of these
techniques may be considered effective (or ineffective) marketing tools for Plush (Word Length:
Approximately 200 words)
Plush.com.au has used quite a number of digital marketing strategies which has led to many people
visiting the site and ordering for more sofas. This has led to increase in annual total sales. The digital
marketing strategies used by plush.com.au include; Search Engine optimization (SEO), Content
Marketing (CM), Social Media Marketing (SMM) and Email Marketing (EM) (Vital Design, 2018).
Search Engine Optimization is an efficient marketing strategy that is quite efficient in online marketing. It
involves a site being ranked high on the search engine results pages. When a site is ranked high, it
receives more traffic, thus more chances on increasing the number of sales.
Content Marketing is another digital marketing strategy enhanced in the plush.com.au site. Content
about the products that plush displays is very important. Content Marketing leads to creation of the
brand awareness and traffic growth. Any potential customer visiting the website gets enough
information about the sofas and can comfortably choose the sofa they could wish to buy.
Social Media marketing has also been used by Plush Sofas. The social media channels include: Facebook,
Pinterest, Instagram, YouTube and Twitter. Using the social media channels, Plush Sofas promotes the
brand awareness.
Finally, Plush Sofas has integrated Email Marketing strategy in the website. Any website visitor can opt
to subscribe for newsletters from the website. Once a customer has subscribed, they will get the latest
promotions, sofa care and product services notification via email. This will enhance promotion on
content, discounts on various products and more people will be visit the website.
Question 2
List three (3) digital marketing channels used by Plush Sofas, for example webstore, social media,
marketplaces. Review a) How plush.com.au uses these channels - are these channels used for sales
or for brand awareness, or both? b) Is there brand consistency across all 3 channels or does brand
confusion/inconsistency exist? (Word Length: Approximately 200 words)
The digital marketing channels used by Plush Sofas include social media, webstore and emails.
Social media is one of the most used digital marketing channels used by Plush Sofas. The social media
channels used include YouTube, Facebook, Pinterest, Instagram and Twitter (Saini, 2017). Most people
get the brand awareness through social media. The social media is not used for sales but can indirectly
impact on sales and some potentials customers tend to visit the site thus resulting to more sales
(Chaffey and Ellis-Chadwick, 2016).
Webstore digital marking channel has really helped in the development of most businesses all over the
world. People are in a position to order items online. The webstore tend to increase the number of sales
made by businesses especially for Plush Sofas. The factors that determine how efficient a webstore is,
include: hosting availability and security, the user interface of the webstore and the maintenance of the
webstore. Using webstore, potential customers can view the content about various products offered by

DIGITAL MARKETING
the company. Therefore, a customer will be in a position to choose a product that is best fit for the
customer needs. Finally email traffic is also a digital marketing channel. This includes the website traffic
that comes from email messages sent to various people. The emails can be part of email triggered
campaigns, transactional email campaigns or promotional email campaigns. The email traffic is used for
sale and brand awareness (Singh, 2013).
In all the digital marketing channels there is brand consistency thus no contradictions about the brand.
Question 3
Imagine you are the Digital Marketing Manager for Plush Sofas. Prepare a review of one (1)
competitor / similar operator in Australia and one (1) competitor / similar operator in USA or UK
(Does not have to be a competitor, could be a similar offering such as Domino’s Pizza which offers
customisation and Build your Own opportunities on website and App). Compare Plush’s online
marketing with that of its competitors/similar operators. List ways in which the competitors/similar
operators do things differently to Plush Sofas. Do you consider the ways in which these competitors /
similar operators execute their digital marketing strategy to be more or less effective than
plush.com.au execution? (Word Length Approximately 175 words)
Sonarworks.com
Sonarworks is similar online operator that provides studio speakers and headphones.
Sonarworks digital marketing strategy involves social media, content management and SEO. The Search
Engine Optimization for the website is on a high rank; thereby, making more sales on their product.
Social media is another marketing strategy for the site. The social media channels involve Facebook and
Twitter. Through the social media channels, they create the brand awareness to too many people.
Finally content management is enhanced by the company. Various products have deep content. The
contents about various products will enable a potential customer buy a product that best suits their
needs (Online store US, 2018).
Sonarworks and Plush Sofas have a difference in the digital marketing strategies but with few similarities
such as the search engine optimization. Sonarworks tends to display a huge variety of products but Plush
Sofas provide less products on display with eye catchy content such as discounts which may lead to
more sales compared to Sonarworks.
The digital marketing skills for Sonarworks are less effective compared to Plush Sofas.
Question 4
Review the execution of Plush Sofa’s trust signs strategy, giving at least two examples of reviews left
by customers on two different channels. Why do you think these trust signs or reviews assist with
sales conversions? (Word Length Approximately 175 words)
Plush Sofas offers some trust signs strategies such as Price Promise, 10 year warranty, giving some of its
products as gifts and change of heart guarantee.
The 10 year warranty shows that the products are of quality and can last for long. Most clients would
rather pay dearly for quality products than get fake products at cheap prices. Also, the change of heart

DIGITAL MARKETING
guarantee is a trust sign strategy. Plush Sofas offers the guarantee within three days after buying the
product. The customer can opt to change the product for another product or get a full refund. This is a
strategy that is not implemented by most companies as they are not assured of the product genuineness
(Ur Rehman and Md Rasli, 2016). Plush Sofas also tend to give some of its products as gifts. Many people
tend to try their best to win the products. And this shows the customer review by liking the products on
social media channels. Finally, Plush Sofas offers a price promise where buy they offer a 10 percent price
discount for the products with lower advertised price within 6 months on placing an order.
The trust signs and the reviews tend assist in the sales conversions as Plush can tell if the customers are
happy with the products or not.

DIGITAL MARKETING
REFERENCES
Vital Design. (2018). Digital Marketing Strategy. [online] Available at: https://vtldesign.com/what-we-
do/digital-marketing/digital-marketing-strategy/ [Accessed 4 Sep. 2018].
Chaffey, D. and Ellis-Chadwick, F. (2016). Digital marketing. Harlow (GB): Pearson.
Saini, R. (2017). Role of Social Media Channels in Promoting Digital Marketing - An Exploratory Study.
Asian Journal of Research in Marketing, 6(4), p.16.
Singh, N. (2013). Electronic Marketing Channels: The Digital Influence on Marketing. Review of
Professional Management- A Journal of New Delhi Institute of Management, 11(1), p.45.
Online store US. (2018). Sonarworks.com - US Store. [online] Available at:
https://storeus.sonarworks.com/ [Accessed 5 Sep. 2018].
Ur Rehman, M. and Md Rasli, A. (2016). Service Quality and Customers’ Trust, Moderating Role of
Personality Traits. Sains Humanika, 8(4).