M178 Individual Academic Report Assignment Sample
A) Create a new customer persona for a key segment, highlighting their interest in Sephora
As per the case study of Sephora’s Digital Journey”, it is identified that marketing has become an integral part for the business development. In case of cosmetic industry where strong competition exists, the role of digital marketing is equally important. Likewise, Coursework 1 already concluded that combination of traditional or digital marketing helps the firm to get enough recognition. it has proved that digital marketing is the best tool to enhance the traditional marketing. This is the reason why Sephora already using various digital marketing tools such as mobile, augmented reality or data analyst which supports them to understand the consumer needs and offer them product accordingly (An et al., 2018). Likewise, Digital selfie mirror is used by Sephora that has been allowing consumers to virtually try the products. This kind of areas allows the consumer to easily check the product on their face and become sure about the buying.
Inspite of implementing the digital markting, Sephora still lagging behind in competitions with the key competitors like Loreal, lakme or Maybelline etc. the case of Sephora Digital Journey has presented several reasons such as increased competition, high level of substitution in cosmetic sector and less innovative startegy. These factors become a cause behind the low market share of sephora as compare to competitors.
In regards to case study and CW1 analysis, it is recommended that Sephora need to come up with innovative product line within which both traditional and digital marketing can be utilized properly. This can be done through introduce of organic cosmetic segment in Sephora. This kind of strategy would help to change the customer perspective about Sephora and the target market is females from young to adult or even fashionable oriented business which work in show business etc. they could get the Sephora organic product within the medium to high price range which Sephora already set for its even existing product line (Salminen et al., 2018). In respect to create persona for the target market requires for the identification of demographic information like what kind of problem they are facing with the Sephora existing range or what makes them to buy other brands as compare to sephora. Then it’s must to figure out the factor that motivates them to buy the new segment of sephora and creation of personal message for consumers are also important to build up the loyalty of them towards the brand.
Brand could be use of testimonials to their product web pages where they can attach the comments of people with product on their page would help to receive larger attention of people. The outlining of usage of turmeric or plant-based oil along with the antioxidant ingredients would help the firm to get the positive response of females. This is because now-a-days girls do their makeup even for their colleagues to café so it becomes important for them to use those products which are in healthy to skin (Sul and Seong, 2019). This could be the reason that helps them to take up interest in Sephora new organic cosmetic range.
B) Using the Content Matrix describe the customer journey for the selected new customer persona outlined in A, highlighting the digital touch points
Content matrix is the one that provides better understanding about audience’s perception about brand marketing efforts. This helps the brand to focus on the factors that matters to the audiences at different stages of buyer’s journey.
on the basis of above matrix, it is believed that buyer’s journey goes through among these aspects such as Entertain, Inspire, Educate and Convince etc. in context to Sephora, customer journey about the organic cosmetic has reached towards awareness and education level still the creation of new persona works on those people who are ready to take trial of new product otherwise, people who don’t like experiments still stick towards different brands. It is also found that since the organic cosmetic ranges quite high which also become a reason why young adults ignore to use it whereas, the working women’s are taking more interest in using it. The role of digital marketing is also important to bring awareness about the organic cosmetic. In that case, it is recommended to Sephora to more focus on the unleashing the potential of content marketing through use of emails, blogs or social-site influencers etc. The content need to be personalized which helps people to perceive that organic cosmetic helps them to protect their skin from pimples or even darkness or even last for longer time. This kind of content would be useful for receiving the positive response of people. The effective content in digital marketing is the sources through which customer make perception about the product and then makes decision to buy it. that’s why, it become important for the Sephora to utilize the content marketing effectively in order to make consumer reach on inspire matrix in order to feel buy the product. Ones the consumer get inspire to buy the product then it automatically converts into spreading positive word of mouth which turns out to be positive for the brand (Järvinen & Taiminen, 2016). Post-awareness and inspiration practice also need to execute for the purchasing of product. In this, the role of digital marketing is important to achieve the desired results.
C) Using the RACE Model creates appropriate objectives linked to each digital touch point in B
RACE model is the strategic planning process which is applied to digital marketing to allow action plan to be structured with the purchasing stage of users. The model includes of research, act, convert and engage etc. The model is useful for Sephora organic product line and to engage more and more customers.
(Sources:- Grier et al., 2019)
On the basis of RACE model, the brand objective is to get more recognition within the target audiences or implement the relevant content marketing for increasing 20% sales. These objectives can only be achieved with the proper execution of digital marketing. As per the discussed tools in part B, the content marketing, blogs or social-media influencers have definitely are in current trend which need to be utilized properly for gaining the marketing objective.
To achieve the objectives, model asked to first create awareness about the new offering which can be done through use of content. For content, it is suggested to include the reviews of people and benefits of using the organic product for skin. The action plan for the content marketing can be executed through use of email or social-site influencers to communicate about the product to consumers. Apart from this, the conversion of potential into loyal customer needs to include of discount offers so that they feel motivated to try at ones (Hernández, 2016). The engagement of customers requires to using of both traditional as well digital strategies to present the product such as offline store along with the online ads at social-sites.
These aspects would help to achieve the objectives and able to execute the digital marketing tools appropriate. The use of right content or social-site strategies would definitely help the brand to get recognition as Sephora already have awareness but it lacked in getting recognition so with the use of organic cosmetic marketing then it would help them to achieve the large customer base along with their loyalty.
D) Recommend how each objective can be monitored and measured in relation to achieving each objective outlined in C
The use of right products and services in the organization helps in serving he customers with the best and attain high profits in it. Effective use of technology would assist in attracting large number of people while serving them with required products. The association should utilize online media showcasing to draw in with shoppers in a more straightforward and viable way. The showcasing of products would make the customers to gain its stake while exercising its rights for gaining advantages in the market. Online media showcasing has permitted the association to interface with their buyers all the more adequately and help to comprehend the input given by them in regards to their different items and things. The utilization of information examination can be considered as quite possibly the most developed advanced apparatuses used by the organization in its market activities. Information examination assists the association with distinguishing the changing patterns in the market dependent on which they can foster their new creation administrations. Shoppers can successfully encounter the administrations of Sephora with the assistance of these advancements. The growth in the organization is empowered with the benefits that are provided to the customers. It is suggested that the effective usage of resources would help in delivering the products that could help in gaining high value. Association additionally has a selfie reflect that is coordinated into their portable application, which permits buyers to take photos with the impression of using the organization’s items in a computerized way. It has been permitting customers to contrast many lipstick tones and the element of virtual test similarity. The parts of pocket form can be perceived in a worry that has been assisting likely authoritative customers with distinguishing their face shape and each bit-by-bit direction in regards to the use of cosmetics.
Monitoring is a practice that is carried and implemented in the organization for regulating the workflow and exercising the plan in an accurate manner. It is managed for dealing with the needs and making the company to meet with its obligations. The practice is adopted by effective communication which is made among the employees so that they could have the monitoring of plan in an accurate manner. It will be effective in nature while dealing with the problems for deviation that is found in the plan. This will help in grabbing position in the market and serving the people as per their requirements. Such practices make the organization to take right action so that it could resolve the deviation in the plan in an instant way. It will help in dealing with the needs of customers and executing the plan in an accurate manner. The growth of the company relies upon the management of the resources and development of right strategies in it. The growth in technology and its usage has made the organizations to explore its business online and approaching the customers with its right practices. It improvises the connectivity among people and helps in retaining large number of people. Thus, such strategies should be adopted for having optimal growth and sustainability in the market.
References
An, J., Kwak, H., Jung, S.G., Salminen, J. & Jansen, B.J., (2018). Customer segmentation using online platforms: isolating behavioral and demographic segments for persona creation via aggregated user data. Social Network Analysis and Mining, 8(1), 1-19.
Salminen, J., Kwak, H., Santos, J.M., Jung, S.G., An, J. & Jansen, B.J., (2018). April. Persona perception scale: developing and validating an instrument for human-like representations of data. In Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems 1-6.
Sul, S. & Seong, K., (2019). Fandom-Persona Design based on Social Network Analysis. Journal of Internet Computing and Services, 20(5), 87-94.
Seyyedamiri, N. & Tajrobehkar, L., (2019). Social content marketing, social media and product development process effectiveness in high-tech companies. International Journal of Emerging Markets.
Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.
Grier, S. A., Thomas, K. D., & Johnson, G. D. (2019). Re-imagining the marketplace: Addressing race in academic marketing research. Consumption Markets & Culture, 22(1), 91-100.
Hernández, L. E. (2016). Race and racelessness in CMO marketing: Exploring charter management organizations’ racial construction and its implications. Peabody Journal of Education, 91(1), 47-63.
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