Digital Marketing Strategies for Redbubble: A Comprehensive Analysis

This report provides a comprehensive analysis of Redbubble's digital marketing plan and strategies. It begins with an executive summary highlighting the importance of a digital marketing plan for companies like Redbubble, an online art marketplace. The report conducts a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. It then delves into Redbubble's target audience, branding, and positioning, followed by an examination of its digital marketing communication plan. The report also offers recommendations to attract more customers and increase sales, ensuring profitable business and future growth. The analysis covers various aspects, including product range, artist support, market position, and strategies for market expansion.

Running head: DIGITAL MARKETING – PLAN AND STRATEGIES
DIGITAL MARKETING – PLAN AND STRATEGIES
Name of the Student:
Name of the University:
Author Note:

1DIGITAL MARKETING – PLAN AND STRATEGIES
Executive Summary
This report highlights the necessity of a digital marketing plan for majority of the companies
including the leading online art selling company, Redbubble. The reports discusses on the
various strengths and weaknesses of the company as well as the opportunities and threats
pertaining to the company by conducting a SWOT analysis. The report also discusses on the
marketing strategy that Redbubble can follow in order to get more positive growth both in
terms of company’s performances and return profits. The target audience of the company is
also highlighted in this report. This report concludes with certain recommendations for
Redbubble that will help it to attract more customers as well as help in increasing the volume
of sales. These recommendations will not only ensure the company to do profitable business
but also help it to grow positively in the future.

2DIGITAL MARKETING – PLAN AND STRATEGIES
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................4
Situational Analysis – SWOT................................................................................................4
Strengths.............................................................................................................................4
Weaknesses........................................................................................................................5
Opportunities......................................................................................................................6
Threats................................................................................................................................6
SWOT Diagram.................................................................................................................7
Digital marketing plan............................................................................................................7
Relevant target audience and relevant branding and positioning...........................................9
Digital marketing communications plan of Redbubble.......................................................10
Recommendations....................................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

3DIGITAL MARKETING – PLAN AND STRATEGIES
Introduction
Today, with the advancement of technologies including the development of internet,
people have adapted themselves to the digital medium for their various day-to-day activities
including social interactions and businesses. Thus, majority of the businesses have realized
this change and adapted to it accordingly by attracting more customers with better digital
marketing strategies and plan (Ryan, 2016). One of the Companies, who has its business
dependant majorly on its online customer base and needs new and improved digital
marketing plan and strategies is, Redbubble.
Redbubble, is an Australian online art selling company that conducts its business by
attracting artists to join Redbubble and sell their products online to the customers from the
Redbubble website (Delaney, 2016). For this, the company does offer attractive prices to the
artists as well as the customers and thus, it needs to follow an effective and improved digital
marketing plan to retain its customers as well as attract new customers.
This report gives the situational analysis of the company by doing a SWOT analysis
and lays out the digital marketing objectives that Redbubble needs to achieve. The report also
discusses on the digital marketing communication plan that Redbubble follows and highlights
their market position and target audience as well as their plans to optimize their present
market and expand their range of products. Thus, with the help of the analysis and
recommendations made in this report, the company will be able to tackle it flaws and improve
its overall functioning leading to its better performance in the market making it earn more
profits.

4DIGITAL MARKETING – PLAN AND STRATEGIES
Discussion
Situational Analysis – SWOT
Today, conducting a situational analysis is considered by many as an important step
before coming up with any kind of marketing plan. The reason for going with SWOT analysis
is mainly due to the reason that it not only defines the internal factors of the concerned
company but also gives a clear outlook of the external factors affecting the company as well.
This analysis is used as a tool to analyze and develop the strengths and opportunities and
eliminate the threats and weaknesses of a company (Hollensen, 2015).
A SWOT analysis of Redbubble is as follows:
Strengths
 Unique Concept: Redbubble operates as an online art marketplace that allows people
to sell their original and creative artworks as well as designs online to the customers
who seeks it. Apart from being an online marketplace platform, the company also
provides the required logistics services that help by facilitating the sale and purchase
of the good from the artists to the customers. The uniqueness of Redbubble also lies
in its ability to enable more than 400000 artists who independently sell the designs as
required by the customers (www.redbubble.com, 2017).
 Wide range of products: Redbubble offers a wide range of products including
Photographic prints, Art prints, posters, Canvas prints, Metal prints, Framed prints,
Cards, Art boards, Stickers and Apparels.
 Supports artists globally: As Redbubble is an art selling company, it relies heavily
on the independent artists globally in order o make sure that their business keep
running successfully. The company supports the individual artists by paying them

5DIGITAL MARKETING – PLAN AND STRATEGIES
good selling rate for their designs and by not charging them any sales commissions or
fees. Apart from this, in order to make sure that the company’s mission statement of
‘bringing more creativity to the world’ remains true, Redbubble has started its
operation in three other languages apart from English to connect to more artists
globally.
 Leading company in Australia: Redbubble, was founded in the year 2006 in
Melbourne, Australia (www.redbubble.com, 2017). With the continuous support of
passionate individual artists, the company was able to reach out to new customers and
market. The rise in the demand of more distinctive and meaningful designs and
artworks by the customers as well as the increasing availability of the technologies
that helps in providing print on demand services helped the company to evolve as the
leading global online art company in Australia.
Weaknesses
 Less awareness: The Company conducts its business mainly through its website,
redbubble.com, so in order to get the desired products the customers have to go to the
official website only. This makes the company weaker in its approach of gaining more
customers, as many might not have ever heard about the company’s existence.
 Products prices higher than the market price: The base price of the products
available on the company’s website is too high as compared to the price of the similar
products in the market. This adds on to the weakness of the company as people who
are familiar with the products price from the local stores will hardly ever opt to buy
from Redbubble. This in turn will cost the company to lose many of its potential
customers.

6DIGITAL MARKETING – PLAN AND STRATEGIES
Opportunities
 Offering personalized items to people worldwide: Personalized items and gifts
have been popular among the public since a long time and today with the increase in
the system of online sales, people all around the globe look out for companies
providing these kinds of products (Grosso, Forza & Trentin, 2017). Redbubble
provides its services in over 200 countries and thus people including the young
professionals buys personalized products from its website. This trend is increasing
day by day and along with it the target group of the company too is growing.
 Increase in the purchase power parity: With the increase in the purchase power
parity of the consumers that allows the company to convert their visitors into
customers ensures that the customers will choose to spend more on the creative
products as well as decoration objects that will add up to their improved lifestyles
(McKinnon & Ohno, 2016).
 Expanding its network: Redbubble, has been expanding its market over time with its
extensive advertisements with paid services including Google Adwords (Young,
2014). Being the leading company in the market of selling art and designs, Redbubble
needs to open more offline stores as well to increase its customer base and to conduct
its business more efficiently and earn more profits.
Threats
 Lesser people choosing to be an artist: Even though internet has enabled the
existing artists to reach out to their customers and potential customers, people are
going away from choosing this field of being an artist as a profession. The reasons for
this decline in choice are many including the amount of patience it takes for the art to
get appreciated and acknowledged by the public (Lingo, & Tepper, 2013). Thus, if the

7DIGITAL MARKETING – PLAN AND STRATEGIES
Strengths:
Unique concept
Wide range of products
Supports artists globally
Leading company in Australia
Weaknesses:
Less awareness of the company
Higher product prices
Opportunities:
Offer personalized items
Increase in purchase power
parity.
Expanding its network
Threats:
Declining artist profession
Stiff completion in the market
SWOT Analysis
quantity of the artists decline globally it will impact the Company negatively too as
Redbubble is mainly dependable on the works of the individual artists.
 Stiff competition in the market: Just like every other company who faces
competition in the market, Redbubble too has competitors in the market. The major
competition that it faces in the market is from companies including Society6 and
Zazzle (da Veiga, Tavares & Alvelos, 2017).
SWOT Diagram
Fig 1: SWOT Analysis of Redbubble
Source: (Created by the author)
Digital marketing plan
Today, one of the most important marketing strategy that majority of the companies
never forgets to implement is having a digital marketing plan. People around the globe have
become addicted to the use of internet and spend most of their time online (Valacich &
Schneider, 2015). Thus, this has made businesses to be available online to sustain their

8DIGITAL MARKETING – PLAN AND STRATEGIES
existing customers and attract potential customers. The following marketing strategies could
be adapted by Redbubble to ensure that its team performance gets better with time as well as
its business grows:
 Creating a digital marketing strategy by making an ideal customer persona based on
various research, survey as well as conducting various interviews of the target
audience of the business. For collecting quantitative data, the company can use the
help of tools like Google Analytics (Alhlou, Asif & Fettman, 2016).
 Identifying the company set goals to be achieved and accordingly choose the correct
digital marketing tools.
 By choosing to take help from owned, earned as well as various paid media services
that will help the company to evaluate the company’s existing channels and assests of
digital marketing (Lovett & Staelin, 2016).
 By regularly auditing the contents that exists on the company’s website as well as in
its records and identifying the gaps that exists in the contents available. After
identifying the gaps, develop a new creation plan of content by making the necessary
required changes.
 By evaluating the earned as well as paid media against the existing current goals will
help the company to get a proper idea of where exactly it needs to pay more focus
along with more time (Belden, 2013).
By going with all the above stated steps and making use of relevant digital marketing
tools, Redbubble will be able to build much strong relationships with its customers as well as
increase the profits.

9DIGITAL MARKETING – PLAN AND STRATEGIES
Relevant target audience and relevant branding and positioning
In the previous financial year, Redbubble has made 68.5 percent of their sales with
paid media including sources from free traffic such as email marketing and organic search
whereas the remaining profit of 31.5 percent from sources like Google Adwords (Geddes,
2014). Redbubble had their platform through which it interacted with Google completely re-
built. This enabled the company to upload more of the content as well as the images on the
Google feeds including Google Shopping helping the company to increase its volume of sales
(Jones, 2017).
Redbubble had its main website in English and this was a major drawback in getting the
potential customers from other regions around the world with different languages. By
launching the site in three different languages including German, Spanish and French, the
company has been able to increase its customer base (www.redbubble.com, 2017). Thus, with
the introduction of many more languages on the company website, it will further help the
company to expand its market to more customers who speak those different languages. Not
only this, but with the introduction of new languages Redbubble will also be able to attract
many of these artists who will now be able to sell their art on Redbubble website without any
language difficulty. In order to continue its growth globally, Redbubble is continuously
making efforts to add more partners who will help the company fulfill its mission and achieve
its future goals.
The company recently got three partners in Australia and in US and is under process
to get more effective partners who will make the company more stronger in the longer run.
By improving the margins on the products, Redbubble now can spend largely on its
marketing and still get the constant profits as well as its sales volume being able to grow
more. With this, the business will grow further making the company’s supply chain team in a
much stronger position. One more thing that the company is focusing on is the minimization

10DIGITAL MARKETING – PLAN AND STRATEGIES
of the customer support’s cost that is nothing but the variable cost growing along with the
business by outsourcing the company’s customer support.
Digital marketing communications plan of Redbubble
In order to categorize the existing digital channels that the company is already using
for its digital marketing communications, owned media, earned media and paid media comes
as a framework (Belden, 2013). Redbubble has been continuously optimizing and upgrading
its marketing communication plan to ensure that the volumes of sales of their products
continues to increase and they never lose out their customers. The company through its
websites and owned channels continues to update and educate its customers as well the artists
with new rules as well as how to effectively conduct business on their official website with
ease.
By making the proper use of the earned media attention that the company got with
the positive reviews from its customers as well as from doing various promotional work,
Redbubble is now using these collected information to analyze its services and improve it by
providing better performances and products. Apart from the above two kinds of media
framework, the third one is the paid media that simply means that the company is spending
money to ensure that it gets enough visibility in the market. With the help of the paid media
that includes paid posts on social media websites like Facebook and Twitter, Google
Adwords and sponsored posts on different websites, Redbubble has been continuously trying
to uplift its game in advertising and digital marketing.

11DIGITAL MARKETING – PLAN AND STRATEGIES
Recommendations
Being the leading art selling company, for Redbubble the things that are recommended to
do to ensure its continuous growth in the market are as follows:
 Improve the experience of the users including customers and artists of its official
website. By optimizing the company website, Redbubble will be able to improve its
revenue to a much greater extent as it will improve the conversion rates of the visitors
without paying anything extra on the ad to attract more traffic. At present, Redbubble
has more than ten million images of more than sixty products on its website. By using
a better and improved search engine algorithm, the company can ensure the customers
that they would not have to search deeply into the website to get their desired
products.
 Apart from improving their website, the company needs to come up with better
version of company’s mobile app mainly on android and iOS platforms making it
much easier for the customers to search and find the designs and artwork they want to
get from the company
 Paid advertising on social media like Facebook has proved to be effective for the
company. These social networks blends with mobile apps and majority of the users of
internet and active members of social media prefer to mobile. Thus, with the mobile
app in existence, the promotions and advertisement of the company and the products
will be much fruitful and will help the company to improve the volume of its products
sales.