DMM7004 Multi-channel Digital Marketing
DMM7004 Multi-channel Digital Marketing
1. Introduction
The thematic aim of this present study is to derive structural insights regarding the effective uses of social media channels. More particularly, the present study has interpreted this particular instance based on meaningful insights regarding the scenario of quality content. Structurally, the present study is developed to do thorough research regarding the distribution of sustainable fashion brands for the GenZ segment acquiring the age group of 16-24 in the UK. The fact has emerged addressing the impact of globalisation in terms of improving the overall standards of customer-centricity for a certain business paradigm. In this manner, the present study has also addressed the importance of using quality content in terms of maintaining a close association between customer satisfaction and business performance. Several studies have addressed the significance of customer satisfaction in enhancing overall business performance through the lens of improving brand image and brand awareness (Eklof, Podkorytova, and Malova, 2020; Al-Omari, Alomari and Aljawarneh, 2020). This particular aspect has also been illustrated in this present study through the lens of deciphering insights regarding the extracts of situational analysis including SWOT, PESTLE, and others. This particular instance links to the organisation’s capability of improving the customer experience through its existing products in the global landscape. Feasible SEO strategies are also analysed in this present study as an essential channel in terms of understanding the needs of the customers to acquire high business performance.
2. Situational Analysis
The fact has emerged in such a manner addressing the role of globalisation in changing the core dynamics of global business. As suggested by Buliková, Bielik, and Belinska (2021) the sudden change in the economic standards thus becomes an essential element in terms of controlling the performance parameters of a certain business paradigm. In this manner, the impact of the British economy is interpreted as one of the most crucial factors in creating an impulse for a certain business venture [Refer Appendix 1]. On one hand, the nation has a foundation of an imbalanced economic stature, creating disruptions in the business channels. On the other hand, the nation has an enormous volume of online customers connected through the channels of eCommerce and the internet, more precisely. Based on these scenarios, it can be easily interpreted as the effectiveness of using virtual channels to reach a huge number of feasible customer segments to gain structured business insights.
3. Campaign Goals- Objectives
The key goal of the campaign for White Stuff is to increase customer engagement in retail stores and online platforms. Based on this four objectives have been demonstrated in the below section,
Objective 1: Achieve an increment of 20% in offline and online sales conversions
The first objective of the campaign is to increase online and offline sales through promotional activities and enhance the in-store experiences of the customers. To do this, the brand will offer customers limited-time discounts.
Objective 2: Achieve an increment of 10% in positive customer feedback by bringing improvement in the quality of customer services
As per the views of Gajewska et al. (2020), with the help of customer feedback, it can be possible for organisations to measure consumer satisfaction. In this way, achieving an increment in positive customer feedback can help increase the satisfaction rate of the customers.
Objective 3: Increase the social media presence of the brand by 25%
In the views of Koay et al. (2020), increased brand awareness can help increase the customer base. Thus, the brand has decided to increase its brand presence on social media platforms.
Objective 4: Increase customer acquisition by 20%
An Increased number of customers can prove beneficial in terms of influencing revenue generation positively. Thus, the brand has decided to increase the acquisition of the customers.
4. Campaign Goals- Strategy and Tactics
Concrete strategies will be developed based on the RACE model [Refer to Appendix 5].
Objective 1: Achieve an increment of 20% in offline and online sales conversions
Strategy: Through personalised assistance, the in-store experience of the customers will be enhanced. At the same time, to increase online sales conversion different types of promotional activities will be considered.
Tactics:
- As stated by Peter and Dalla Vecchia (2021), for direct marketing, email marketing can be considered a powerful tool. Thus, exclusive deals will be provided to the customers via email.
- Through considering hashtag campaigns user-generated content will be facilitated.
- For personalised assistance, Customer relationship management software will be used which will help identify preferences of the loyal customers and their details.
Objective 2: Achieve an increment of 10% in positive customer feedback by bringing improvement in the quality of customer services
Strategy: To increase positive feedback from the customers the brand will focus on improving customer service quality.
Tactics:
- According to Xiao et al. (2020), active listening is important for engaging with a conversation partner positively. In this way, staff will be trained through communication experts.
- AI-driven chatbots will be utilised to resolve queries of the customers and assist the customers immediately.
Objective 3: Increase the social media presence of the brand by 25%
Strategy: The social media presence will be increased through content strategy.
Tactics:
- Quality content helps to facilitate customers and increase engagement with them. In line with this, the brand will develop an effective content plan which will include infographics, videos and images.
- Consistency will be maintained in posting content which can help the organisation to engage with the customers regularly.
Objective 4: Increase customer acquisition by 20%
Strategy: Customer acquisition will be increased by considering targeted advertisements.
Tactics:
- The target audience will be defined by using data analytics which helps to recognise customers based on interest, demographics and behaviour.
- The Ad campaigns will be customised through different platforms such as Google Ads and other social media platforms.
5. Target Market
Identification of the target market is essential to the sale of the product or services in the business market. To identify the target customers for White Stuff STP analysis has been performed.
| SEGMENTATION | |
| Demographic | In 2020, it was identified that in the UK women prefer to purchase shoes, clothing, and accessories more than men.
Figure 1: Purchase of clothes in Great Britain by age and gender (Source: Chevalier, 2022) The shopping preference is high for people aged between 16-24 years and 35-44 years (Chevalier, 2022). Thus, White Stuff targets both men and women aged between 16-54 years. |
| Geographic | In the UK in 2023, the online sales of shoes, apparel, handbags, and accessories accounted for nearly one-third of the e-commerce revenue (Statista, 2023). Thus, White Stuff targets the customers of the UK who have a high preference for online buying along with in-store buying. |
| Psychographic | UK fashion consumers expressed that they prefer environmentally friendly and sustainable fashion brands.
Figure 2: Percentage of UK consumers who prefer sustainable fashion brands (Source: Smith, 2023) In a survey, one-quarter of the respondents from the UK strongly agreed that they like to choose sustainable fashion brands (Smith, 2023). This segment of the population is the target customer of White Stuff. |
| Behavioural | It has been identified that in a survey among 12,000 people, 61% of people dressed well to make themselves confident, and 38% expressed that dressing makes them more confident (Comfort World, 2023). People who like to improve their personality through their fashion statement are the targeted customers of White Stuff. |
| TARGETING | Therefore, both men and women in the UK who prefer sustainable clothing and want to improve their personality with the fashion statement are the targeted customers of White Stuff. |
| POSITIONING | Figure 3: Positioning Map
(Source: Self-Developed) |
Table 1: STP analysis of White Stuff
(Source: Self-Developed)
Persona 1:
| Demographic | Name: Nicolas James
Age: 20 Years Gender: Male Occupation: Students |
| Behavioural | Benefits: Trendy, attractive and comfortable
Occasion: Casual Social media Preferences: Instagram and FaceBook Social Media Usage: 6 hours Shopping Attitude: Trendy attire Prefered methods of Shopping: Mostly online |
| Socio-cultural | Nationality: British
Religion: Christianity Generation: Gen Z |
| Geographical | City: Birmingham
Region: UK Housing: Rent Flat |
| Psychographics | Social Class: Low-middle Class
Personality: Quite busy and full of activities Lifestyle: Happy and Friendly |
Table 2: Persona 1
(Source: Self-Developed)
Persona 2:
| Demographic | Name: Jenelia Samantha
Age: 28 Gender: Female Occupation: Software Engineer |
| Behavioural | Benefits: Comfortable and trendy
Occasion: Office Party outfits Social media Preferences: Facebook Social Media Usage: 4 hours Shopping Attitude: Attractive partyware Preferred method of Shopping: in-store and online |
| Socio-cultural | Nationality: British
Religion: Christianity, Generation: Millennials |
| Geographical | City: London
Region: UK Housing: Flat |
| Psychographics | Social Class: Upper Middle-Class
Personality: Attractive and extrovert Lifestyle: Hectic |
Table 3: Persona 2
(Source: Self-Developed)
Persona 3:
| Demographic | Name: Clarie Wordsworth
Age: 43 Gender: Female Occupation: Housewife |
| Behavioural | Benefits: Longlasting and comfortable
Occasion: Casual Outfits Social media Preferences: Facebook and Instagram Social Media Usage: 10 hours Shopping Attitude: Longlasting Apparel Preferred method of Shopping: in-store and online |
| Socio-cultural | Nationality: British
Religion: Christianity Generation: Gen X |
| Geographical | City: Leicester
Region: UK Housing: Rent House |
| Psychographics | Social Class: Middle-Class
Personality: Friendly Lifestyle: Leisure |
Table 4: Persona 3
(Source: Self-Developed)
6. Tactics and Visuals (Action)
Multi-channel method 1: To increase online and offline sales conversation a hashtag campaign will be run by the brand. The hashtag campaign of “#Style In Motion” will be run by the organisation to demonstrate the fashion diversity and unique styles of the brand. At the same time, different offers and promotions also will be delivered to the customers’ email.
Figure 1: Hashtag campaign
(Source: Self-Developed)
Execution: A photo of a customer within the store will be taken by the executive and the photo will be uploaded to Instagram and Facebook page with a hashtag of Style in Motion. Each month a winner will be chosen who will get a chance to buy free clothes with 50% off for each material. In this way, with the help of hashtag campaigns offline sales will be increased. At the same time, Juska (2021) highlighted that with the help of email marketing informational and promotional content has been sent to the customers. In this way, informative content will be sent to the customers through email.
Multi-channel Method 2: To increase positive customer feedback an improvement in customer services will be brought by the organisation.
Execution:
Figure 2: Procedure of quay solving of the customers through AI chatbots
(Source: Self-Developed)
Based on the above figure, through using AI chatbots, an appropriate solution will be delivered online to the customers. Along with this, the staff of the stores will be trained effectively to understand the pain points of the customs through effective communication. In this context, as stated by Laing (2021), training and development programmes are necessary for bringing improvement in the skills and efficiency of the employees. In this way, a communication expert will be recruited further. At the same time, with the help of these training programs, it can be possible for the customers’ executives to increase engagement through communicating effectively with the customers belonging to different social media platforms. In this regard, Google Analytics will be used to get detailed insights about customer behaviour and website traffic which can enable the executives to connect with the customers more effectively by knowing their emotional touch points.
Multi-channel method 3: Quality content in today’s competitive marketing environment poses the potential to increase the social media presence of a brand significantly. To facilitate customer engagement with the brand, quality content in the form of infographics, images, and videos will be published by the brand on various social media platforms such as Facebook, Instagram, YouTube, and others.
Figure: Social media post by White Stuff about the diverse product range
(Source: Self-developed)
Execution: The company will be uploading images of its diverse product ranges and videos of its consumer experiences on social media platforms. White Stuff will be posting catchy posts with visually attractive images and videos consistently to accelerate its social media presence.
Multi-channel method 4: Customer acquisition through digital marketing holds a significant position in the modern-day business environment (Michel et al., 2023). Thus, the concerned brand will be identifying the interests, behaviour, and demographics of its customers through Big Data analytics. Further, the advertisement and campaigns will be personalised as per the consumer’s needs through social media platforms and Google Ads.
Figure: AR in Social Media Campaign of White Stuff
(Source: Self-developed)
Execution: Ad campaigns will be designed using augmented reality to provide consumers with a smooth shopping experience using their smartphones. The Social AR-lens will allow them to try on various outfits using their phones.
Multi-channel method 5: Public awareness will be increased by providing commercial ads on television.
Execution:
Figure: Commercial ads on television
(Source: Self-Developed)
Relying on the above image, discounts, benefits and promotional offers will be delivered to the customers on TV platforms. In this context, the TV industry generated a revenue of 20 billion GBP in the last year (Stoll, 2023). Thus, using TV platforms as a digital marketing tool can help the brand to reach a wide range of customers.
7. SEO campaign
SEO campaigns are designed to enhance the ranking of a website in the search engine. Through the identification of keywords, creation of backlinks, and publishing of content the SEO campaign of a brand is executed to accelerate its visibility in a search engine. According to Papagiannis (2020), SEO metrics can communicate organic traffic, lead conversion, and customer engagement. Hence, through an effective SEO campaign, the business will be able to accelerate its web ranking in the Google Search Engine. To launch the SEO campaign the business will adopt the below-mentioned steps-
- Finding Keywords: Through Google Planner, keyword ideas can be identified, competitors’ keywords can be copied, and suitable keywords can be selected for the campaign.
- Publishing Content: Attractive and high-quality content should be written for blog posts covering everything about the topic being written for SEO to increase its visibility.
- On-site SEO: Through on-site SEO, the content of individual pages in the website of the company will be optimised along with the optimisation of HTML source code.
- Creating Backlinks: Backlinks will be adopted from the resource pages of links on several topics to optimise the web page.
- Tracking the SEO Results: Through Google Analytics Organic Traffic generated through the SEO campaign can be tracked (Lewandowski et al., 2021). Hence, the brand will go for Google Analytics to track its website traffic.
- Chopping off Zombie Pages: Pages having no value will be pruned to make sure only traffic-bringing pages are there on the website of White Stuff.
8. Social media calendar
A social media calendar helps in planning the social media activities that are to be conducted to enhance the social media marketing of a brand.
| Sunday
NIL |
Monday
Brand Awareness Campaign |
Tuesday
Rebranding Campaign |
Wednesday
SEO Campaign |
Thursday
User-Generated Content Marketing Campaign |
Friday
E-mail Marketing Campaign |
Saturday
Social Media Marketing Campaign |
| Sunday
NIL |
Monday
SEO Campaign |
Tuesday
Brand Awareness Campaign |
Wednesday
Rebranding Campaign |
Thursday
Social Media Marketing Campaign |
Friday
E-mail Marketing Campaign |
Saturday
User-Generated Content Marketing Campaign |
| Sunday
NIL |
Monday
User-Generated Content Marketing Campaign |
Tuesday
E-mail Marketing Campaign |
Wednesday
Social Media Marketing Campaign |
Thursday
Rebranding Campaign
|
Friday
User-Generated Content Marketing Campaign |
Saturday
Brand Awareness Campaign |
| Sunday
NIL |
Monday
Brand Awareness Campaign |
Tuesday
SEO Campaign |
Wednesday
E-mail Marketing Campaign |
Thursday
Social Media Marketing Campaign |
Friday
Rebranding Campaign |
Saturday
User-Generated Content Marketing Campaign |
Table: Social media calendar for White Stuff
(Source: Self-created)
9. Gantt chart
Figure: Gantt Chart
(Source: Self-Developed)
Based on the above image, the strategy for objectives will be initiated in the first week. In the second week 2 the strategies for objective 2 will be executed> In weeks 3 and 4 the rest of the strategies will be executed further.
10. Monitoring and Measurement (Control)
KPIS
| Key Performance Indicators | Analysis |
| Customer Retention | By observing the retention rate of consumers the success of the marketing tactics can be measured. |
| Web traffic | Through web traffic, the visibility of the website is measured (Warokka et al., 2020). |
| Return on Investment (ROI) | By measuring the ROI, the sales growth of the products of White Stuff can be assessed. |
| Conversion Rate | Lead conversion rate can help the brand in determining the effectiveness of its ads and campaigns. |
| Social Media Engagement | Social media engagement is another KPI that can help in tracking the success of its social media marketing tactics. |
Table: KPIS for tracking the marketing campaigns
(Source: Self-created)
Technology
Technology for collecting data
Data from the campaigns can be collected using Google Forms by conducting an online survey of the consumers using the products of White Stuff.
Adopted technology for managing and storing data
To store and manage data the use of cloud computing technology is very effective (Sandhu, 2021). Cloud computing facilitates storage, which helps in storing a huge amount of data.
Technology for utilising the collected data
Through data analytics, the collected data can be analysed to bring significant improvements in the marketing campaigns. White Stuff can adopt this technology to utilise its campaign-collected data.
The rationale for a multi-channel marketing campaign
Multi-channel marketing enables brands to reach out to a wide range of consumers through various marketing channels. In the view of Silva et al. (2020), multiple marketing channels allow marketers to accelerate the number of consumer touchpoints. Hence, through the various marketing strategies proposed above, White Stuff intends to increase the touchpoints of its customers. Through the adoption of transparency in its marketing approaches White Stuff is going to adhere to its legal responsibility as a business entity. Kusyk (2021) has pointed out Caroll’s CSR Pyramid to highlight the ethical responsibility that a business possesses while operating in a market. In Caroll’s CSR model, ethical responsibility involves all business activities that are accepted by society morally. In this regard, through social media campaigns, the brand will aim at fulfilling the sustainable needs of the consumers. In terms of moral responsibility, the business is aiming at adopting corporate social responsibility that will do good for society. Hence, it can be stated that the business through its multi-channel marketing will be aiming at fulfilling all its legal, moral, and ethical responsibilities by serving the community and fulfilling the needs of the consumers.
11. Conclusion
The present study has derived insights from the analysis of macroeconomic instances in the UK. In this manner, the present study has mentioned the significance of higher UK tech investment in terms of allowing different business paradigms to operate more seamlessly. On the other hand, the present report has also mentioned the presence of huge British customers connected through the Internet. This particular aspect has been analysed by the study as one of the feasible factors for acquiring higher customer satisfaction standards. It eventually carved the foundation to acquire structured business performance through the instances of using quality content. Based on the customer segmentation method, the present study has also mentioned multi-channels to reach feasible customer sections including hashtag campaigns, SEO campaigns, and others. On the whole, the present study has established a strong link between these factors and business performance through the lens of different KPIs such as customer retention, ROI, web traffic, and others.
12. Reference List
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Juska, J.M., (2021). Integrated marketing communication: advertising and promotion in a digital world. Routledge. https://books.google.com/books?hl=en&lr=&id=woxNEAAAQBAJ&oi=fnd&pg=PT18&dq=+email+marketing+informational+and+promotional+content+has+been+sent+to+the+customers&ots=_6id5N4HZA&sig=MOHNRvsDv_4kQ4HGq6LHVb7eKEQ
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Smith, (2023). Share of fashion consumers in the United Kingdom who want the fashion industry to become more environmentally friendly in 2022. [online] Available at: https://www.statista.com/statistics/1382698/desire-for-increased-fashion-industry-sustainability-uk/#:~:text=In%20a%202022%20survey%2C%20one,somewhat%20agreed%20with%20the%20statement. [Accessed 22 Dec. 2023].
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Xiao, Z., Zhou, M.X., Chen, W., Yang, H. and Chi, C., (2020), April. If I hear you correctly: Building and evaluating interview chatbots with active listening skills. In Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems (pp. 1-14). https://dl.acm.org/doi/pdf/10.1145/3313831.3376131
13. Appendices
Appendix 1: PESTLE
| FACTORS | INSIGHTS | IMPACT |
| Political | ● British politics is considered to be driven by a “liberal democratic political system” through the lens of an “open struggle for power” (Cutts et al., 2020).
● The economy is the epicentre of this nation’s entire political system along with the segmentation between “labour and conservative” acquiring 45% and 22% support respectively (Clark, 2023). |
POSITIVE |
| Economic | ● In Q3 2023, the British economy encountered a shrinkage of 0.1% creating an estimation of another flat start in 2024 (Trading Economics, 2024).
● Considering the massive slowdown in the entire nation’s economy and the rising cost of living, the 0.2% expansion of the British economy currently stands at the edge of another recession (Trading Economics, 2024) |
NEGATIVE |
| Social | ● The eCommerce population in the UK is recorded as 67.7 M in 2023 along with total social media users of 57 M (ITA, 2023)
● In 2022, the nation has 71.8 M mobile phone connections 2022 acquiring approximately 66 M users (ITA, 2023) |
POSITIVE |
| Technological | ● UK tech is recognised to have captured £89.5 billion in 2021 driven by different cutting-edge technologies including artificial intelligence, blockchain, robotics and autonomous systems (RAS), fintech, and others (Great.gov.uk, 2024).
● UK tech investment has taken a dramatic spike from 50% in 2016 to go than 63% in 2020 (Great.gov.uk, 2024) |
POSITIVE |
| Legal | The legal structure of the UK is responsible in terms of allowing certain businesses to operate more seamlessly. Infrastructure development can be triggered effectively through the channels of the nation’s legal framework. | POSITIVE |
| Environmental | The high standards of the nation’s overall economic performance and technological environment play an essential role in developing a certain business in a more structured manner. | POSITIVE |
Table: PESTLE
(Source: Self-developed)
Appendix 2: Brand positioning map
(Source: Self-Developed)
Appendix 3: SWOT analysis
| Strengths | Weaknesses |
| ● Promoting Individuality
● Maintain value principals ● High corporate social responsibility |
● Limited presence
|
| Opportunities | Threats |
| ● Broad product ranges such as kidswear, womenswear, footwear and accessories | ● High competitive market |
(Source: Self-Developed)
Appendix 4: Strategies and Tactics
| Objective | Strategy | Tactics |
| Achieve an increment of 20% in offline and online sales conversions | Through personalised assistance, the in-store experience of the customers will be enhanced. At the same time, to increase online sales conversion different types of promotional activities will be considered. | ● As stated by Peter and Dalla Vecchia (2021), for direct marketing, email marketing can be considered a powerful tool. Thus, exclusive deals will be provided to the customers via email.
● Through considering hashtag campaigns user-generated content will be facilitated. ● For personalised assistance, Customer relationship management software will be used which will help identify preferences of the loyal customers and their details. |
| Achieve an increment of 10% positive customer feedback by bringing improvement in the quality of customer services | To increase positive feedback from the customers the brand will focus on improving customer service quality. | ● According to Xiao et al. (2020), active listening is important for engaging with a conversation partner positively. In this way, staff will be trained through communication experts.
● AI-driven chatbots will be utilised for resolving the queries of the customers and assisting the customers immediately. |
| Increase the social media presence of the brand by 25% | The social media presence will be increased through content strategy. | ● Quality content helps to facilitate customers and increase engagement with them. In line with this, the brand will develop an effective content plan which will include infographics, videos and images.
● Consistency will be maintained in posting content which can help the organisation to engage with the customers regularly. |
| Increase customer acquisition by 20% | Customer acquisition will be increased by considering targeted advertisements. | ● The target audience will be defined by using data analytics which helps to recognise customers based on interest, demographics and behaviour.
● The Ad campaigns will be customised through different platforms such as Google Ads and other social media platforms. |
(Source: Self-Developed)
Appendix 5: RACE model application
Reach: To increase website visits, a plan will be developed.
Act: The action will be taken based on strategies.
Convert: Offline and online sale conventions will be involved under the strategies.
Engage: Long-term relationships with the customers will be maintained through strategies.
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