Comprehensive Digital Marketing Strategies Report for Showpo

This report provides a detailed analysis of Showpo's digital and social media marketing strategies. It begins with a company introduction, outlining Showpo's background, product portfolio, and key achievements, including winning the online retailer of the year award in Australia. The report then identifies and describes the buyer personas for Showpo, including teen girls, young professionals, and fashion-conscious women, highlighting their preferences and behaviors. The core of the report focuses on digital marketing tactics, including social media marketing, search engine optimization (SEO), content marketing, and email reminders. For each tactic, the report outlines the objective, strategies, and implementation, providing justifications for their effectiveness. The social media marketing section emphasizes the importance of a strong online presence, the SEO section focuses on increasing website traffic, the content marketing section highlights the value of providing relevant fashion content, and the email marketing section describes the use of reminders to improve conversion rates. The report concludes by summarizing the key findings and recommendations for Showpo, emphasizing the need for continuous investment in digital platforms, consumer engagement, and data-driven decision-making.

Digital & Social Media Marketing
Bhanuka Dissanayake | 11634475 |

Company Introduction: Showpo
• Australian based online fashion retailer.
• Founded in 2010 Jane Lu.
• Product portfolio: Clothing items and
accessories for women.
• Turnover: Exceeds $30 million.
• Won online retailer of the year Australia on
2018.

Buyer Persona

Teen Girls
• Studying at high schools or colleges
• Prefer vibrant colours and vary style based on
latest trends
• Highly active in social media platforms
• Prefer affordability yet with value for money
• Prefer online shopping

Young
Professionals
(Women) • Women who have just started their career/
having less career experience
• Prefer latest styles with differentiation
• Highly active in social media platforms
• Prefer differentiation and latest fashion trends
• Prefer online shopping and door-to-door delivery

Fashion
Cautious
Women
• women who have substantial understanding on
fashion and more focused on latest fashion
trends.
• Prefer latest styles with exact fit
• Highly active in all social media platforms
specially on Pinterest and other fashion journals
and commercials.
• Prefer very latest fashion trends
• Prefer traditional retailing option over online
shopping

Digital Marketing Tactics

1. Social Media
Marketing
Objective
“To seamlessly conduct marketing and communication
process on the latest offerings of the company in a rapid
scale to the existing and potential consumer base”
Strategies
• Develop a comprehensive social media network in all
platforms.
• Continuously update all social media platforms with latest
information.
• Answer to all consumer requests and develop a proper
two-way communication channel between consumers and
the company

Strategy Implementation
• Most of the customers of Showpo prefer online shopping and use virtual
platforms to meet their requirements.
• They are proactive in internet and especially social media platforms.
• Hence, social media could be the main channel to create awareness to the
consumer base.
• Up-to date social media platform will enable Showpo to market all their
products in a much cheaper and an efficient manner.

Justification
• Showpo has over 2.5 million follower base in social media platforms.
• This massive fan base has given Showpo the ability to win many awards.
• The sales growth of Showpo is also in-line with the growth in the follower
base.
• Therefore, having a strong social media marketing campaign could add high
value to the company and improve profitability.

2. Search
Engine
Optimization
Objective
“To maximize the number of visitors to the Showpo website
for it to appear high on the search results.”
Strategies
• Attracting more traffic to the website improves its visibility
in the search engines.
• This enables Showpo to attract more net new visitors.
• These visitors can be converted into consumers of
Showpo.

Strategy Implementation
• The more high visibility the web site gets, more new visitors will get to know
about Showpo.
• This improves the brand awareness.
• This also creates more potential consumer base.
• Conversion of potential consumers to actual consumers provides a revenue
stream for Showpo.