Digital Markeing Communicaions Assignment Sample
BOOHOO IS A FAST FASHION ONLINE BRAND
PART A
Introduction
This report will critically examine and discuss the digital marketing communication channels or mediums currently employed by fast fashion organization Boohoo. In this viewpoint, this report addresses the most significant suitability of the approached marketing channels and mediums of Boohoo, including their application into the company. This study critically discusses the existing digital marketing communication channels of the following organization through critically examining its marketing channels. The social media marketing channel of Boohoo and the way it is expanding its business in the market are discussed in this study. Innovative design and fashion patterns have been discussed in this study by illustrating its affiliate marketing style. Recommendation for its business expansion and its geofencing marketing style has been discussed in this study with the assistance of a programmatic advertising model.
Critical examination and discussion on Boohoo’s existing digital marketing communication channels
According to Mazur (2017), like many other fast fashion brands, Boohoo has a primary audience base near about 30 years old. The main key elements around the entire company boohoo’s marketing process revolve around scarcity, pricing, and discount. Boohoo has incorporated the online shopping experience to reach out to the majority of its target customers. According to Red Cow Media (2022), Boohoo still needs to work on its user interface to enhance its UX. In terms of social media presence and marketing approach, Boohoo has already overcome one of its biggest competitors, ASOS, in the area of audience engagement. The latest statistics highlight that the company Boohoo has made a 16% increase in their social media overall revenue paid process. In the context of Instagram marketing, Boohoo has earned a 21% rise in terms of their return on investment figures. More than 26% of orders are being placed via social media for Boohoo in France. The company Boohoo has managed to make a 17% increase in traffic via social media in the USA.
Figure 1: Traffic and Engagement
(Source: Similerweb.com)
SMM (Social Media marketing channel)
As per Leblanc (2021), in the context of expanding business territories and delivering best practices, the company boohoo is approaching paid social media advertising campaigns within particular focus group areas. These group areas are intensely competitive in the US market, maintaining target on the user segments, making expansion in France for just test projects for the country Europe, and re-launching of the company website boohoo MAN. Social media marketing is one of the powerful ways of marketing in this present day and Boohoo fashion utilizes this strategy wisely to reach their customer and prospects. The social media marketing practices can deliver a higher number of customer attentions at a short time. The company has discovered that customers are becoming more focused on social media marketing instead of the traditional marketing style.
Companies used to follow the customer behavioral and learn various aspects of consumer behavior’s through big data analysis by monitoring customers’ behavior’s in renowned social media applications such as Facebook and Instagram (Thomkaew et al. 2018). The most significant impact of this targeted campaign is the company’s unique branding. This approach strategy is incorporated as social media advertising towards the development of new customers and obtaining lapsed customers. These days it has proven that social media marketing is one of the greatest marketing styles that can bring a remarkable amount of success to the business of Boohoo organisation. Social media marketing creates a massive amount of brand advocates with lots of devotion, which drives the sales rate of the company.
Figure 2: Traffic of Boohoo man
(Source: Similerweb.com)
Instagram and Facebook retargeting process and dynamic retargeting process are other strategic approaches of this fast fashion brand Boohoo. Today’s global digital industry is changing at a rapid pace. Currently, the two of the primary critical players in the industry are Next plc and John Lewis, who have made radical growth in the British platform.
Figure 3: Social media Distribution
(Source: Similerweb.com)
The profit margin of the organisation Boohoo has made a jump of 41%, along with doubling up their overall company revenue significantly in response to national statistics (Sinha and Fung, 2021). Therefore, in the context of all marketing needs, the organisation has already personalised their tailored services in its test and repeat model.
Affiliate Marketing
Affiliate marketing is the present marketing tactic that becomes famous nowadays due to its ability to drive sales with the help of generating revenue through online platforms. For Boohoo affiliate marketing is one of the grave marketing tactics which is extremely beneficial for the brand. Thai marketing strategy pushes the traditional marketing style and brings effective changes to the company. Nearly 81% of the brands and 85% of the publishers are using this marketing method to make their marketing statistics high on level (Abdelhady, Kamal, and Samie, 2020). The fast-fashion brand Boohoo has well renowned for its cutting-edge styles and very innovative design patterns. Due to their versatile product range, such as blazers, chic dresses, beauty products, and lingerie, this brand has always been able to stay competitive in the market.
One of the most effective digital marketing channels the organisation uses is its affiliate marketing process or program (Affiliate & Performance Marketing DCM network, 2022). The focus of this affiliate program or campaign initiated by the organisation is blog owners and websites. Because of Boohoo’s affiliate, marketing process rapid growth of Boohoo’s traffic to the company website that is Boohoo.com became very high. Another impact that the company faced due to their affiliate marketing process is that it can drive increment in sales through their government authorised affiliate link. In this context, better deals, offers and coupons, and the latest boohoo hints and tips, can provide significantly for all the customers who intend to join the Boohoo affiliate campaign program.
Recommendations for improvement and promote business development
Boohoo is one of the esteemed fast fashion brands operating around the globe with greater efficiency and influence over the customers. In the present scenario, the organisation effectively uses different social media marketing campaigns and various digital advertising methodologies to increase its sales and attract customers (Juska, 2021). Based on the current marketing style and condition of the market Boohoo organisation can generate their business through social media and affiliate marketing. It has been seen that in the US $6.6 billion is spent on social media marketing (Jones et al. 2019). Presently the content cost needs to be increased by the company instead of the marketing because nowadays customers are focused on the content first then they look after the products and brands. For enhancing its efficiencies and procuring more significant opportunities in future campaigns, specific technological enhancements for Boohoo and its social media platforms.
Visual Trial system: One of the best ways to efficient market any product or company product is to directly communicate with the customers to make the products much more available. Even in this modern world, the customers are willing to try the product and accept it after their collaborative competence (Davi, 2021). At present customers, prefer to learn and read everything visually from online sites for that reason Boohoo has a chance of attracting customers through a visual trial system. It can be very easy for the customer and company to interact more easily for explaining and discussing the issues that they are facing regarding a product. Visual trial systems can assist Boohoo to avoid such conditions that are creating issues by the external consultants. Because maximum of the time these types of advice can be ignored by the customers due to its complexity which makes the thing expensive for the customers.
In time to display the information about the product Boohoo organisation should use a visual system instead of old advertising techniques (Silva, Mendonça, and Santana, 2020). In the current strategy document, various organisations are taking particular advantage and initiative to implement this system in their marketing to build the best level content marketing system which can attract more and more customers.
Programmatic advertising method: One of the most powerful digital marketing methods that Boohoo can implement is programmatic advertising methods (Nurnafia, 2021). This advertising method can reach the audience programmatically, which can boost the mobile marketing strategy for the organisation. The quality of the global audience has been increased through this marketing method, which has the ability to engage the global customers (Palos-Sanchez, Saura, and Martin-Velicia, 2019). This action can activate the business wisely and it can be the best marketing method for new generation customers. It is one of the most crucial and new ways of marketing in this present world. Engaging more customers is much higher than the other digital strategies available.
Geo-fencing marketing: Another type of marketing that Boohoo can complete is through geo-fencing marketing strategy. It is one of the marketing strategies where the organisation used to procure or produce products according to the requirement of the area or geographical location. This marketing style is one of the ultimate levels of the marketing process that engage mobile users in the business and drive the profit level with their massive presence. With the assistance of this marketing strategy and model, Boohoo organisation can insist their mobile users promote their company on their behalf. Apart from that, customers can get more and more content that belongs to their preferences, needs and interests (Albuquerque et al. 2020). It will also reduce the company’s chances of having any storage or losses for having higher amounts of the cost related to unsold products.
Search engine optimisation: Search Engine Optimisation (SEO) can assist Boohoo to reach their customers more easily by providing those content based on their search results that maximum is related to their brand. This system creates a preferable website for an organisation to optimise the contents and updates which can bring new changes for the organisation along with reaching their customer (Bizhanova et al. 2019). Along with this, another extensive market opportunity that comes in the path of Boohoo is procuring the search engine optimisation procedure of marketing (Stewart, 2020). It is one of the practical tools for the organisation can use to increase the potential opportunities or recommendations within the customers searching for the products available in the company. In the present world, this is one of the best marketing strategies.
PART B
This study illustrates the marketing strategy and customer retention ideas of Boohoo fashion organisation and its brand essence based on its present market situation discussed properly in the study. Brand relationship management and its value in the current fashion industry are discussed in this research by analysing its brand value and customer retaining style. Inbound and outbound marketing techniques of the Boohoo organisation are discussed in this study with the assistance of its market values in the fashion industry. The way companies keep their promise to satisfy their customers is discussed critically by linking the presence of influencers to achieve success in the era of globalisation and competition.
2.1 Brand relationship with marketing
The fashion industry is one of the volatile industries, these days various and frequent changes in its statement-making marketing style versatile. Spending on marketing makes the customers more tend towards the brand, which assists Boohoo to build good relationships with customers and marketing. Relationship marketing makes the customers more inclined to the brand, in the marketing industry, which is known as “Buzz marketing” (Gazzola et al. 2020). These days marketing of a specific brand is mainly done through information shared through the customers based on their experience. Customers used to tell about the brands, products and services to others based on their own personal experience, which can drive the sales and profit rate of the brand (Khamitov, Wang and Thomson, 2019). This is the prior cause and reason for the brand relationship marketing of Boohoo. This organisation spends a little bit more on relationship marketing to attract more customers. On the other hand, maximum numbers of the companies are saving their advertisement cost through their customer feedback based on their previous purchase.
2.2 Market value of the brand to the user
The market value of Boohoo Fashion Company is aligned with their customer’s behaviour and their frequent purchase rate. The majority numbers of fashion organisations these days emphasise their marketing value based on their customer experience. At this point, the team working spirit of the company increases the market value of the brand by satisfying the customers with modest levels of behaviour and work (Silva, Duarte, and Sundetova, 2020). Boohoo provides their customers with an exceptional level of service to their customers with lots of consistency in work. Market valuation of this company is based upon their sales rate based on their equal market transaction in various regions. The market valuation is one of the key tools of the value of the company, though in this process a company gets to understand their valuation in the market with the help of necessary business activities (Scuotto et al. 2019). The market value of the brand is the major asset of Boohoo; it can provide them with a huge level of competitive advantages, which can make the organisation attractive for different customers from different regions.
3.1 Inbound and outbound marketing techniques
Inbound marketing techniques
The topmost inbound marketing technique that is used by Boohoo and other organisations is email marketing right. The best way and technique provide valuable content for the customer within a massive audience group. Subject lines and customer engagement is another inbound marketing technique that creates irrespective of the level of communication with customers and other competitive brands (Topalova, 2021).
Outbound marketing techniques
A Major outbound marketing technique that is used by Boohoo Company is advertising, which is one of the traditional marketing techniques. After that, digital advertising is the topmost advertising technique that is used by a maximum number of companies (Scuotto et al. 2019). Social media advertisements, OTT ads and native advertising are the major advertising techniques.
3.2 Brand promise with the presence of influencers
One of the greatest brand promises kept by Boohoo is using famous influencers and celebrities to keep its promises. Influencer marketing is the most successful business strategy of this fashion era. Fashion companies and lifestyle companies are choosing these strategies to get the maximum amount of benefits by attracting more customers through celebrity attraction (Scuotto et al. 2019). Boohoo benefitted the most through these techniques for their upcoming and present days by establishing their labels with the assistance of limelight touch.
Market competition is the grave part of the fashion industry science globalisation hits on the floor. Marketing strategies keep evolving very frequently, which increases the competition level. Through using various channels of marketing Boohoo takes advantage of market competition with the help of the virtual customers and users with a carve spot (Izni and Wandebori, 2020). Large fashion organisations are dominating this industry with their strategic competition-style at this point Boohoo relies on social media platforms more to compete at their best level.
Based on this model there are four fundamental quadrants that are linked with the questions of the customer that arrive there frequently in a time of buying things from an organisation.
Brand identity
First and the primary move of Boohoo and other organisations are to create their own “brand salience”. In other words, companies need to understand if their brand stands out from the fashion industry. Recognising the customer preference, their choice and their likes and dislikes are essential to building a strong brand identity (Körner et al. 2019). The Decision-making process of the customers is crucial at this point for this reason Boohoo should make some strategies that can attract the customer to opt for their brand instead of other brands.
Brand meaning to the customers
The value and meaning of the brand to the customers are one of the significant parts of running a business. Identifying the communication techniques of the customer is essential to consider the meaning of the brand. For reach the value and brand meaning for the customer this strategy needs to be used by Boohoo with two stands, Performance and Imagery.
Brand response from the customers
This is mainly done through four major categories such as,
Quality: Every customer judges the brand based on his or her product quality, which needs to be original and up to the mark all the time. This strategy needs to be improved very frequently, which can attract more customers to come to the brand.
Credibility: Customers on the other hand judge the credibility of the brand, which includes more innovation, trust and most importantly likability (Satria, 2018). The areas related to credibility need to be improved with the help of fashion campaigns and honest market surveys.
Consideration: Customers tend and very often judge the products that are relevant to their choice and desire. More consumer research is required in this field to communicate with the customers based on their specific needs.
Superiority: Customers also focus on the superiority of a brand before purchasing a product from a brand. For that reason, Boohoo needs to understand the needs of the customers with proper competitive measurements.
Brand resonance
This model breaks the brand resonance into four quadrants to understand the psychological needs of the customers,
Behavioural loyalty: It includes regular and very frequent purchases from a selective brand, which is crucial for Boohoo.
Attitudinal brand attachment: Need to understand if customers prefer the brand and are satisfied with the product through their attitude and behaviour.
Sense community: It includes communication with brands with the help of representatives.
Active brand engagement: This is the strongest part of the marketing, which needs more focus.
Figure 1: Keller’s Model
(Source: Satria, 2018)
5.1 Use of customer retention campaign
Customer retention is one of the significant marketing strategies, which includes various activities that are related to the business. This strategy can increase the profitability of the company by attracting existing customers through campaigns (Palto, Fraser, and Lebcir, 2018). On the other hand, it can provide the company extra more value with a large customer base.
5.2 Improvement of the customer relationship to attract more customers
Customer relationships need to be developed more by collecting more data related to the customers. It needs the right and perfect communication strategies to make the customer not go away from the brand, which can build the loyalty of the customers.
These days customer engagement is becoming easier and reaching the customer increases the relation between customer and brand with the help of modern technology such as social media interaction and advertisement.
6.1 Extending digital operations
Digital operations are increasing by the company with the usage of social media platforms for communicating and interacting with customers. Customer interaction has become more personalised which extends the digital operation of Boohoo. The company uses this strategy to infuse its business with the assistance of the agility process (Suebsaiaun and Pimolsathean, 2018). It includes intelligence, automation that helps the company to create a strategic operational model.
6.2 Boohoo’s retention strategy
Boohoo use some specific customer retention strategy such as,
- Building customer trust with the help of modest relationship with the customers
- Robust level of customer loyalty campaign and programmes
- Measuring the values of customers
- Personalised and customised communication strategy
- Re-engage with the customer with the assistance of market automation
The consumer loyalty programs are considered as an essential traitor of organisation, that allows the organisation to influence their brand loyalty. The effective programs that are associated with the customer locality also help in the enhancement of brand presence in an effective manner. In light of the celebrated fashion retail organisation BooHoo, there are certain loyalty programs that are appropriate for organisations like BooHoo (Boohooforbusiness, 2022). As a critical part of their marketing approach BooHoo focuses on rewarding their consumers, in order to feed their passion concerning passion. Moreover, the renowned fashion organisation BooHoo, in order to be ahead of the trend, ensures that their customer loyalty is improved by providing exciting gift cards and offering trendy gifts to their customers.
6.4 Benefits of using channels and its impact on brand
In consideration of the major sense of BooHoo, which is deemed as well known fashion design brand, it has been observed that there are several benefits and advantages of utilising various channels. The use of these channels has a potentially positive impact on organisational brands. BooHoo has also used certain channels for attaining a positive influence on its fashion brand. The organisation BooHoo uses some effective digital media and social media channels for marketing its brand endorsements (BooHooplc, 2022). In addition, the BooHoo organisation has a strong presence in the social media that it has developed through the social media platforms like Instagram and Facebook. The benefits of utilising channels are improving brand presence, better promotion of organisational brands as well as reduced cost, and more customer generation. The channels have a positive impact on the brand and these impacts are known as customer retention, increased effectiveness, and appropriate distribution of the brand products in an effective manner.
7.1 Fulfilment of customer desires and want
The fulfilment of the wants and desires of the customer is a critical and necessary requirement of the different brand organisation. Especially for celebrated fashion brands like BooHoo, then it becomes necessary to fulfil the fashion or products requirements of consumers in order r to maintain the brand presence and generate more consumer loyalty (BooHooplc, 2020). Therefore, there are some specific traits through which BooHoo ensures to fulfil the wants and needs of their consumers. BooHoo develops products in accordance with the preference of their target consumers and the organisation also makes sure that appropriate discounts are offered to their consumers as per their purchases. In fact, BooHoo fulfils its consumer’s desires regarding fashion clothing by introducing new fashion trends (Paton, 2020), like fashion garments that are influenced by television shows. Also their offer fashion clothing products at low prices.
7.2 Market segment of customers
The market segment concern the significant consumers is another effective and critical trait of brand organisations. The segmentation of consumers concerning the market is considered as the practice of the dividing customer bases on individuals and important groups that are identical in certain ways that are relevant towards marketing. The fashion Brand BooHoo ensures market segments of consumers, concerning age, gender, and their interests and preferences. The organisation unveiled that as a part of their market segment regarding their customers, this ensures a high volume of active customers worldwide (Smityh, 2021). They focus on 16 to 40 years of age living in the United Kingdom as well as in the international market periphery. The segmentation of consumers is ensured concerning the young customer base and the ones that like designer fashion garments and apparel.
The target market is one of the most important aspects of a business organisation. The understanding of the target market in a marketing circumference ensures that a certain organisation can improve its marketing traits as per its target market. The fashion and apparel brand BooHoo also has its own target market, which helps them in successfully thriving in the different marketing peripheries. In view of the present target market, an acute analysis concerning the current target market of BooHoo has been taken into account (Boohooplc, 2020). The analysis of the target market has revealed that the sixteen years to thirty years old people of the United Kingdom that BooHoo targets through the use of social media platform
The Buyer persona is considered as the overall description of an individual that represents the target audience of an organisation that too in a detailed manner. The buyer persona and its interpretation are deemed as an essential trait for any organisation for understanding the purchase intention and consumer preferences. The buyer persona of the BooHoo organisation has been evaluated in an appropriate manner. The buyer persona of the organisation reveals that the consumers are much interested in modern fashion, shoes, and accessories (Boohooforbusiness, 2022). Also, it involves the interest in apparel that is fashionable.
8.1 Role of social influencers for better customer relationship management
The socialism influencers have an accurate and effective role that assists in the development of better customer relationship management. Through adhering to an acute analysis, it has been noted that major consumers rely on the suggestion and recommendations of social influencers. BooHoo reaches out to several social influencers that influence their consumers to buy the latest arrivals and purchases (booHoo, 2022). It also enables better brand promotion.
8.2 One to one marketing and mass customization strategy
The organisation BooHoo also implemented some effective strategies for addressing its target customer base. Through the use of one to one strategy the organisation concentrates on offering individualised experience to their consumers. Through the customisation strategy, the organisation focuses on local market conditions, needs, and cross-border differences.
8.3 Customer value strategy to hold them
The customer value strategy is an essential strategy for enhanced customer retention and the generation of high-volume customers. The organisation ensures customers’ proposition that is deemed as outstanding and offers the latest fashion to their consumers at great prices (Boohooplc, 2020).
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Conclusion
Based on the overall analysis of the fashion brand BooHoo, there are many potential insights have been gathered. These accumulated insights have assisted in developing a concretised understanding related to the brand presence and different marketing aspects of BooHoo.
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