M AR K E T I N G P R O J E C T O N

February 14, 2019 Critical Thinking

M AR K E T I N G P R O J E C T O N :

SCOPE OF DIGITAL MARKETING
IN FASHION INDUSTRY.

I N T R O D U C T I O N

D i g i t a l m a r k e t i n g i s a n u m b r e l l a t e r m f o r t h e m a r k e t i n g o f p r o d u c t s o r s e r v i c e s u s i n g d i g i t a l t e c h n o l o g i e s , m a i n l y o n t h e I n t e r n e t , b u t a l s o i n c l u d i n g m o b i l e p h o n e s , d i s p l a y a d v e r t i s i n g , a n d a n y o t h e r d i g i t a l m e d i u m .

T h e w a y i n w h i c h d i g i t a l m a r k e t i n g h a s d e v e l o p e d s i n c e t h e 1 9 9 0 s a n d 2 0 0 0 s h a s c h a n g e d t h e w a y b r a n d s a n d b u s i n e s s e s u t i l i z e t e c h n o l o g y a n d d i g i t a l m a r k e t i n g f o r t h e i r m a r k e t i n g . D i g i t a l m a r k e t i n g c a m p a i g n s a r e b e c o m i n g m o r e p r e v a l e n t , a s d i g i t a l p l a t f o r m s a r e i n c r e a s i n g l y i n c o r p o r a t e d i n t o m a r k e t i n g p l a n s , and a s p e o p l e u s e d i g i t a l d e v i c e s i n s t e a d o f g o i n g t o p h y s i c a l s h o p s .

I n t r o d u c t i o n t o d i g i t a l m a r k e t i n g i n f a s h i o n a r e n a

? A s f a s h i o n b r a n d s r e a l i s e h o w t o m a k e d i g i t a l p l a t f o r m s w o r k f o r t h e m , t h e y a r e g e n u i n e l y b e g i n n i n g t o i n n o v a t e i n t h e f i e l d o f d i g i t a l m a r k e t i n g .
? F a s h i o n h o u s e s h a v e b e g u n t o t a k e d i g i t a l s e r i o u s l y a s o n e c a n s e e t h e i n f l u x o f m a j o r b r a n d s o n t h e s o c i a l n e t w o r k s .

T h i s p r e s e n t a t i o n f o c u s e s o n t h e W H A T & W H Y o f e f f e c t i v e d i g i t a l p r e s e n c e , H O W & W H E R E f a s h i o n b r a n d s e m p l o y c o m p o n e n t s i n t h e i r s t r a t e g y a n d b e s t p r a c t i c e s f o r c r e a t i n g e f f i c i e n t d i g i t a l p r e s e n c e a c r o s s m u l t i p l e c h a n n e l s

? H i s t o r y

T h e t e r m d i g i t a l m a r k e t i n g w a s f i r s t u s e d i n t h e 1 9 9 0 s , b u t d i g i t a l m a r k e t i n g h a s r o o t s i n t h e m i d – 1 9 8 0 s w h e n t h e S o f t A d G r o u p , n o w C h a n n e l . N e t , d e v e l o p e d a d v e r t i s i n g c a m p a i g n s f o r a u t o m o b i l e c o m p a n i e s , w h e r e i n p e o p l e w o u l d s e n d i n r e a d e r r e p l y c a r d s f o u n d i n m a g a z i n e s a n d r e c e i v e i n r e t u r n f l o p p y d i s k s t h a t c o n t a i n e d m u l t i m e d i a c o n t e n t p r o m o t i n g v a r i o u s c a r s a n d o f f e r i n g f r e e t e s t d r i v e s .

D i g i t a l m a r k e t i n g b e c a m e m o r e s o p h i s t i c a t e d i n t h e 2 0 0 0 s a n d t h e 2 0 1 0 s , a n d t h e p r o l i f e r a t i o n o f d e v i c e s a b l e t o a c c e s s d i g i t a l m e d i a h a s l e d t o g r e a t g r o w t h o f d i g i t a l a d v e r t i s i n g .

S t a t i s t i c s p r o d u c e d i n 2 0 1 2 a n d 2 0 1 3 s h o w e d t h a t d i g i t a l m a r k e t i n g w a s s t i l l a g r o w i n g f i e l d .

D i g i t a l m a r k e t i n g i s o f t e n r e f e r r e d t o a s ‘ o n l i n e m a r k e t i n g ‘ , ‘ i n t e r n e t m a r k e t i n g ‘ o r ‘ w e b m a r k e t i n g ‘ . T h e t e r m d i g i t a l m a r k e t i n g h a s g r o w n i n p o p u l a r i t y o v e r t i m e , p a r t i c u l a r l y i n c e r t a i n c o u n t r i e s .

D i g i t a l m e d i a g r o w t h i s e s t i m a t e d a t 4 . 5 t r i l l i o n o n l i n e a d s s e r v e d a n n u a l l y w i t h d i g i t a l m e d i a s p e n d a t 4 8 % g r o w t h i n 2 0 1 0 .

Research Methodology

The Research is based on –

Primary Data

? Questionnaire.

Secondary Data

? Internet.
? Company reports & brochures.
? Magazines.
? Newspaper articles & Journals.

Data is also gathered by talking to respondents (Target audience) in an attempt to extract their views about the ongoing digital market platform and also the changes they are seeking for. Also the level of:
? Brand awareness.
? Price level.
? Visibility of Brand personality.
? Expectancy of communication.

All these factors were the prime criterion for the selection of my topic and has inturn helped me a lot to understand the customer’s views and experience.
Surprisingly, the respondent opinions did not vary to a great extent possibly because people have accepted the transition of buying behaviour.

OBJECTIVE

? The main objective of selecting the topic is to analyse the Rapid growth of business on the internet.
? The dramatic change of perception of the customers towards the digital platforms
? How these platforms have been used for promoting fashion and all the brands linked to it.
? Why is digital media having the greatest impact on the customers over all other media.
? Study the commencement of M- Commerce.
? How people have all of a sudden become all the more comfortable about buying from the websites.

HYPOTHESIS

In the classical tests of hypothesis,, two kinds of hypothesis are used viz.

1) Null hypothesis
2) Alternative hypothesis.

Null hypothesis (Ho) is used for testing. It is the statement that no difference exists between the parameter and the statistic being compared. Second is Alternative hypothesis.
(HA) Alternative Hypothesis holds that there has been a change.

Hypothetical testing can be viewed as a six step procedure:

• Establish a null hypothesis.
• Choose the statistical data on the basis of assumption about the population distribution and measurement level.
• Select the desired level of significance.
• Parametric and non parametric tests are available under various conditions, like parametric operates with the interval and ratio data and are preferred when the assumptions can be met. Non parametric tests do not require stringent assumptions about the population distribution and are less useful with less nominal and ordinal values.

In this report our null hypothesis and alternative hypothesis are listed below:

• Ho: Respondents are satisfied with digital platforms of marketing. HA: Respondents are not satisfied with the digital platforms.

• Ho: Respondents are loyal to online shopping.
Ha: Respondents may chose brick ; mortar if they like it.

• Ho: Respondents believe that endorsement of celebrities will make the fashion online, more credible.
Ha: Respondents do not change their perceptions, despite celebrity endorsements.

? PROJECT HYPOTHESIS –

In order to study the scope of digital marketing in fashion industry we, must create a hypothesis as to what we assume the current scenario to be,
The research will prove whether what we have assumed is right or wrong.

In this project, we will make our assumptions from the point of view of a traditional customer.
A traditional customer is the one who believes in Brick ; Mortar transaction

This customer wants to check the commodities and objects upfront before making a decision of buying them.
This is why we would drop to a conclusion that the use of digital marketing and its scope in the fashion industry is not exceptional.
It has very limited scope because people are of the perception of trying out the outfits and apparels. Rather than buying them without trial,
We hereby base our assumption that the scope of digital marketing in the fashion industry is extremely limited.
The research will show us if the assumption we have made it valid or not project.

RESEARCH DESIGN

• Research is exploratory.

• Exploratory research is research conducted for a problem that has not been clear.
• It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist.
• Exploratory research often relies on secondary such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors and in-depth interviews.
• The Internet allows for research methods that are more interactive in nature comprehensive search results are tracked over lengthy periods of time by services such as Google trends and websites may be created to attract worldwide feedback on any subject.
• When the purpose of research is to gain familiarity with a phenomenon or acquire new insight into it in order to formulate a more precise problem or develop hypothesis, the exploratory studies (also known as formulative research) come in handy.
• If the theory happens to be too general or too specific, a hypothesis cannot be formulated. Therefore a need for an exploratory research is felt to gain experience that will be helpful in formulative relevant hypothesis for more definite investigation.
• The results of exploratory research are not usually useful for decision-making by themselves, but they can provide significant insight into a given situation. Although the results of qualitative research
• Can give some indication as to the “why”, “how” and “when” something occurs, it cannot tell us “how often” or “how many”.

OBJECTIVE AND OVERVIEW

? The main objective of selecting the topic is to analyse the Rapid growth of business on the internet.
? The dramatic change of perception of the customers towards the digital platforms
? How these platforms have been used for promoting fashion and all the brands linked to it.
? Why is digital media having the greatest impact on the customers over all other media.
? Study the commencement of M- Commerce.

N e w n o n – l i n e a r m a r k e t i n g a p p r o a c h

• I n a n e v e r m o r e c o m p l e x r e t a i l e n v i r o n m e n t , c u s t o m e r e n g a g e m e n t i s e s s e n t i a l b u t a l s o c h a l l e n g i n g .
• R e t a i l e r s m u s t s h i f t f r o m a l i n e a r m a r k e t i n g a p p r o a c h o f o n e – w a y c o m m u n i c a t i o n t o a v a l u e e x c h a n g e m o d e l i n w h i c h t h e r e i s a t w o – w a y m u t u a l d i a l o g u e a n d b e n e f i t – s h a r i n g b e t w e e n p r o v i d e r a n d c o n s u m e r .
• E x c h a n g e s a r e m o r e n o n – l i n e a r , f r e e f l o w i n g a n d b o t h o n e – to – m a n y o r o n e – on – o n e .
• T h e s p r e a d o f i n f o r m a t i o n a n d a w a r e n e s s c a n o c c u r a c r o s s n u m e r o u s c h a n n e l s s u c h a s t h e b l o g o s p h e r e , Y o u T u b e , F a c e b o o k , I n s t a g r a m , S n a p c h a t , P i n t e r e s t , a n d a w i d e v a r i e t y o f o t h e r p l a t f o r m s .

• O n l i n e c o m m u n i t i e s a n d s o c i a l n e t w o r k s a l l o w i n d i v i d u a l s t o e a s i l y b e c o m e c r e a t o r s o f t h e i r o w n c o n t e n t a n d p u b l i c l y p u b l i s h t h e i r o p i n i o n s , e x p e r i e n c e s , t h o u g h t s a n d f e e l i n g s .

• T h e N i e l s e n G l o b a l C o n n e c t e d C o m m e r c e S u r v e y c o n d u c t e d i n t e r v i e w s i n 2 6 c o u n t r i e s t o o b s e r v e h o w c o n s u m e r s a r e u s i n g t h e I n t e r n e t t o m a k e s h o p p i n g d e c i s i o n s i n s t o r e s a n d o n l i n e .
• T h e y r e p o r t e d t h a t d u e t o t h e i n t e r n e t a n d e – c o m m e r c e , s h o p p e r s a r e i n c r e a s i n g l y l o o k i n g t o p u r c h a s e i n t e r n a t i o n a l l y , wi t h o v e r 5 0 % i n t h e s t u d y w h o p u r c h a s e d o n l i n e i n t h e l a s t s i x m o n t h s s t a t i n g t h e y b o u g h t f r o m a n o v e r s e a s r e t a i l e r .
• U s i n g a n O m n i – c h a n n e l s t r a t e g y i s b e c o m i n g i n c r e a s i n g l y i m p o r t a n t f o r e n t e r p r i s e s t o a d a p t t o t h e c h a n g i n g e x p e c t a t i o n s o f c o n s u m e r s w h o a r e w a n t i n g e v e r – m o r e s o p h i s t i c a t e d o f f e r i n g s t h r o u g h o u t t h e p u r c h a s i n g j o u r n e y , i n w h i c h t h e i n t e r n e t i s b e c o m i n g a n e s s e n t i a l c o m p o n e n t .
• A n o m n i – c h a n n e l a p p r o a c h n o t o n l y b e n e f i t s c o n s u m e r s b u t a l s o b e n e f i t s b u s i n e s s b o t t o m l i n e a s r e s e a r c h s u g g e s t s t h a t c u s t o m e r s s p e n d m o r e t h a n d o u b l e w h e n p u r c h a s i n g t h r o u g h a n o m n i – c h a n n e l r e t a i l e r a s o p p o s e d t o a s i n g l e – c h a n n e l r e t a i l e r , a n d a r e o f t e n m o r e l o y a l .

• T h i s c o u l d b e d u e t o t h e e a s e o f p u r c h a s e a n d t h e w i d e r a v a i l a b i l i t y o f p r o d u c t s i n a n o m n i – c h a n n e l a p p r o a c h .
• C u s t o m e r s a r e o f t e n r e s e a r c h i n g o n l i n e a n d t h e n b u y i n g i n s t o r e s a n d a l s o b r o w s i n g i n s t o r e s a n d t h e n s e a r c h i n g f o r o t h e r o p t i o n s o n l i n e .

• O n l i n e c u s t o m e r r e s e a r c h i n t o p r o d u c t s i s p a r t i c u l a r l y p o p u l a r f o r h i g h e r – p r i c e d i t e m s a s w e l l a s c o n s u m a b l e g o o d s l i k e g r o c e r i e s a n d m a k e u p .
• C o n s u m e r s a r e i n c r e a s i n g l y u s i n g t h e i n t e r n e t t o l o o k u p p r o d u c t i n f o r m a t i o n , c o m p a r e p r i c e s a n d s e a r c h f o r d e a l s a n d p r o m o t i o n s .

MAJOR DIGITAL PLATFORMS IN INDIA

Internet has made it possible for customers all around the globe to connect to their preferred brands and commodities. The Indian customers are no exception to this.
It has been observed that a greater percentage of fashion oriented sales is being commenced on the internet. Innumerable platforms have been made available to the Indian audience as well.
Some of the major companies that provide online shopping an e-business to the Indian customers are Amazon, Snapdeal, Myntra, Flipkart,Olx etc.

B E N E F I T S O F U S I N G D I G I T A L M E D I A:

• E a s e o f a c c e s s

A k e y o b j e c t i v e i s e n g a g i n g d i g i t a l m a r k e t i n g c u s t o m e r s a n d a l l o w i n g t h e m t o i n t e r a c t w i t h t h e b r a n d t h r o u g h s e r v i c i n g a n d d e l i v e r y o f d i g i t a l m e d i a .

I n f o r m a t i o n i s e a s y t o a c c e s s a t a f a s t r a t e t h r o u g h t h e u s e o f d i g i t a l c o m m u n i c a t i o n s . U s e r s w i t h a c c e s s t o t h e I n t e r n e t c a n u s e m a n y d i g i t a l m e d i u m s , s u c h a s F a c e b o o k , Y o u T u b e , F o r u m s , a n d E m a i l e t c .

T h r o u g h D i g i t a l c o m m u n i c a t i o n s i t c r e a t e s a M u l t i – c o m m u n i c a t i o n c h a n n e l w h e r e i n f o r m a t i o n c a n b e q u i c k l y e x c h a n g e d a r o u n d t h e w o r l d b y a n y o n e w i t h o u t a n y r e g a r d t o w h o m t h e y a r e . S o c i a l s e g r e g a t i o n p l a y s n o p a r t t h r o u g h s o c i a l m e d i u m s d u e t o l a c k o f f a c e t o f a c e c o m m u n i c a t i o n a n d i n f o r m a t i o n b e i n g w i d e s p r e a d i n s t e a d t o a s e l e c t i v e a u d i e n c e .

• C o m p e t i t i v e a d v a n t a g e

B y u s i n g I n t e r n e t p l a t f o r m s , b u s i n e s s e s c a n c r e a t e c o m p e t i t i v e a d v a n t a g e t h r o u g h v a r i o u s m e a n s . T o r e a c h t h e m a x i m u m p o t e n t i a l o f d i g i t a l m a r k e t i n g , f i r m s u s e s o c i a l m e d i a a s i t s m a i n t o o l t o c r e a t e a c h a n n e l o f i n f o r m a t i o n .

T h r o u g h t h i s a b u s i n e s s c a n c r e a t e a s y s t e m i n w h i c h t h e y a r e a b l e t o p i n p o i n t b e h a v i o r a l p a t t e r n s o f c l i e n t s a n d f e e d b a c k o n t h e i r n e e d s . T h i s m e a n s o f c o n t e n t h a s s h o w n t o h a v e a l a r g e r i m p i n g e m e n t o n t h o s e w h o h a v e a l o n g – s t a n d i n g r e l a t i o n s h i p w i t h t h e f i r m a n d w i t h c o n s u m e r s w h o a r e r e l a t i v e l y a c t i v e s o c i a l m e d i a u s e r s .

R e l a t i v e t o t h i s , c r e a t i n g a s o c i a l m e d i a p a g e w i l l f u r t h e r i n c r e a s e r e l a t i o n q u a l i t y b e t w e e n n e w c o n s u m e r s a n d e x i s t i n g c o n s u m e r s a s w e l l a s c o n s i s t e n t b r a n d r e i n f o r c e m e n t t h e r e f o r e i m p r o v i n g b r a n d a w a r e n e s s r e s u l t i n g i n a p o s s i b l e r i s e f o r c o n s u m e r s u p t h e B r a n d A w a r e n e s s P y r a m i d .

A l t h o u g h t h e r e m a y b e i n c o n s t a n c y w i t h p r o d u c t i m a g e s , m a i n t a i n i n g a s u c c e s s f u l s o c i a l m e d i a p r e s e n c e r e q u i r e s a b u s i n e s s t o b e c o n s i s t e n t i n i n t e r a c t i o n s t h r o u g h c r e a t i n g a t w o w a y f e e d o f i n f o r m a t i o n ; f i r m s c o n s i d e r t h e i r c o n t e n t b a s e d o n t h e f e e d b a c k r e c e i v e d t h r o u g h t h i s c h a n n e l , t h i s i s a r e s u l t o f t h e e n v i r o n m e n t b e i n g d y n a m i c d u e t o t h e g l o b a l n a t u r e o f t h e i n t e r n e t .

E f f e c t i v e u s e o f d i g i t a l m a r k e t i n g c a n r e s u l t i n r e l a t i v e l y l o w e r e d c o s t s i n r e l a t i o n t o t r a d i t i o n a l m e a n s o f m a r k e t i n g ; L o w e r e d e x t e r n a l s e r v i c e c o s t s , a d v e r t i s i n g c o s t s , p r o m o t i o n c o s t s , p r o c e s s i n g c o s t s , i n t e r f a c e d e s i g n c o s t s a n d c o n t r o l c o s t s .

• E f f e c t i v e n e s s

B r a n d a w a r e n e s s h a s b e e n p r o v e n t o w o r k w i t h m o r e e f f e c t i v e n e s s i n c o u n t r i e s t h a t a r e h i g h i n u n c e r t a i n t y a v o i d a n c e , a l s o t h e s e c o u n t r i e s t h a t h a v e u n c e r t a i n t y a v o i d a n c e ; s o c i a l m e d i a m a r k e t i n g w o r k s e f f e c t i v e l y

. Y e t b r a n d s m u s t b e c a r e f u l n o t t o b e e x c e s s i v e o n t h e u s e o f t h i s t y p e o f m a r k e t i n g , a s w e l l a s s o l e l y r e l y i n g o n i t a s i t m a y h a v e i m p l i c a t i o n s t h a t c o u l d n e g a t i v e l y h a r n e s s t h e i r i m a g e . B r a n d s t h a t r e p r e s e n t t h e m s e l v e s i n a n a n t h r o p o m o r p h i z i n g m a n n e r a r e m o r e l i k e l y t o s u c c e e d i n s i t u a t i o n s w h e r e a b r a n d i s m a r k e t i n g t o t h i s d e m o g r a p h i c .

” S i n c e s o c i a l m e d i a u s e c a n e n h a n c e t h e k n o w l e d g e o f t h e b r a n d a n d t h u s d e c r e a s e t h e u n c e r t a i n t y , i t i s p o s s h i g h u n c e r t a i n t y .

• L a t e s t d e v e l o p m e n t s a n d s t r a t e g i e s f o r f a s h i o n i n d u s t r y

O n e o f t h e m a j o r c h a n g e s t h a t o c c u r r e d i n t r a d i t i o n a l m a r k e t i n g w a s t h e ” e m e r g e n c e o f d i g i t a l m a r k e t i n g ” , t h i s l e d t o t h e r e i n v e n t i o n o f m a r k e t i n g s t r a t e g i e s i n o r d e r t o a d a p t t o t h i s m a j o r c h a n g e i n t r a d i t i o n a l m a r k e t i n g .

A s d i g i t a l m a r k e t i n g i s d e p e n d e n t o n t e c h n o l o g y w h i c h i s e v e r – e v o l v i n g a n d f a s t – c h a n g i n g , t h e s a m e f e a t u r e s s h o u l d b e e x p e c t e d f r o m d i g i t a l m a r k e t i n g d e v e l o p m e n t s a n d s t r a t e g i e s . T h i s p o r t i o n i s a n a t t e m p t t o q u a l i f y o r s e g r e g a t e t h e n o t a b l e h i g h l i g h t s e x i s t i n g a n d b e i n g u s e d a s o f p r e s s t i m e .

1. S e g m e n t a t i o n : M o r e f o c u s h a s b e e n p l a c e d o n s e g m e n t a t i o n w i t h i n d i g i t a l m a r k e t i n g , i n o r d e r t o t a r g e t s p e c i f i c m a r k e t s i n b o t h b u s i n e s s – to – b u s i n e s s a n d b u s i n e s s – to – c o n s u m e r s e c t o r s .

2. I n f l u e n c e r m a r k e t i n g : I m p o r t a n t n o d e s a r e i d e n t i f i e d w i t h i n r e l a t e d c o m m u n i t i e s , k n o w n a s i n f l u e n c e r s . T h i s i s b e c o m i n g a n i m p o r t a n t c o n c e p t i n d i g i t a l t a r g e t i n g . I t i s p o s s i b l e t o r e a c h i n f l u e n c e r s v i a p a i d a d v e r t i s i n g , s u c h a s F a c e b o o k A d v e r t i s i n g o r G o o g l e A d – w o r d s c a m p a i g n s , o r t h r o u g h s o p h i s t i c a t e d S C R M ( s o c i a l c u s t o m e r r e l a t i o n s h i p m a n a g e m e n t ) s o f t w a r e , s u c h a s S A P C 4 C , M i c r o s o f t D y n a m i c s , S a g e C R M a n d S a l e s f o r c e C R M . M a n y u n i v e r s i t i e s n o w f o c u s , a t M a s t e r s l e v e l , o n e n g a g e m e n t s t r a t e g i e s f o r i n f l u e n c e r s .

T o s u m m a r i z e , P u l l d i g i t a l m a r k e t i n g i s c h a r a c t e r i z e d b y c o n s u m e r s a c t i v e l y s e e k i n g m a r k e t i n g c o n t e n t w h i l e P u s h d i g i t a l m a r k e t i n g o c c u r s w h e n m a r k e t e r s s e n d m e s s a g e s w i t h o u t t h a t c o n t e n t b e i n g a c t i v e l y s o u g h t b y t h e r e c i p i e n t s .

3. O n l i n e b e h a v i o u r a l a d v e r t i s i n g i s t h e p r a c t i c e o f c o l l e c t i n g i n f o r m a t i o n a b o u t a u s e r ‘ s o n l i n e a c t i v i t y o v e r t i m e , ” o n a p a r t i c u l a r d e v i c e a n d a c r o s s d i f f e r e n t , u n r e l a t e d w e b s i t e s , i n o r d e r t o d e l i v e r a d v e r t i s e m e n t s t a i l o r e d t o t h a t u s e r ‘ s i n t e r e s t s a n d p r e f e r e n c e s

4. C o l l a b o r a t i v e E n v i r o n m e n t : A c o l l a b o r a t i v e e n v i r o n m e n t c a n b e s e t u p b e t w e e n t h e o r g a n i z a t i o n , t h e t e c h n o l o g y s e r v i c e p r o v i d e r , a n d t h e d i g i t a l a g e n c i e s t o o p t i m i z e e f f o r t , r e s o u r c e s h a r i n g , r e u s a b i l i t y a n d c o m m u n i c a t i o n s . A d d i t i o n a l l y , o r g a n i z a t i o n s a r e i n v i t i n g t h e i r c u s t o m e r s t o h e l p t h e m b e t t e r u n d e r s t a n d h o w t o s e r v i c e t h e m

U s i n g t h i s m e t h o d o f a c q u i r i n g d a t a a n d d e v e l o p i n g n e w p r o d u c t s c a n f o s t e r t h e o r g a n i z a t i o n s r e l a t i o n s h i p w i t h t h e i r c u s t o m e r a s w e l l a s s p a w n i d e a s t h a t w o u l d o t h e r w i s e b e o v e r l o o k e d .

A n i m p o r t a n t c o n s i d e r a t i o n t o d a y w h i l e d e c i d i n g o n a s t r a t e g y i s t h a t t h e d i g i t a l t o o l s h a v e d e m o c r a t i z e d t h e p r o m o t i o n a l l a n d s c a p e .

6. . R e m a r k e t i n g : R e m a r k e t i n g p l a y s a m a j o r r o l e i n d i g i t a l m a r k e t i n g . T h i s t a c t i c a l l o w s m a r k e t e r s t o p u b l i s h t a r g e t e d a d s i n f r o n t o f a n i n t e r e s t c a t e g o r y o r a d e f i n e d a u d i e n c e , g e n e r a l l y c a l l e d s e a r c h e r s i n w e b s p e a k , t h e y h a v e e i t h e r s e a r c h e d f o r p a r t i c u l a r p r o d u c t s o r s e r v i c e s o r v i s i t e d a w e b s i t e f o r s o m e p u r p o s e .

7. . G a m e a d v e r t i s i n g : G a m e a d s a r e a d v e r t i s e m e n t s t h a t e x i s t w i t h i n c o m p u t e r o r v i d e o g a m e s . O n e o f t h e m o s t c o m m o n e x a m p l e s o f i n – g a m e a d v e r t i s i n g i s b i l l b o a r d s a p p e a r i n g i n s p o r t s g a m e s . I n – g a m e a d s a l s o m i g h t a p p e a r a s b r a n d – n a m e p r o d u c t s l i k e g u n s , c a r s , o r c l o t h i n g t h a t e x i s t a s g a m i n g s t a t u s s y m b o l s .

T h e n e w d i g i t a l e r a h a s e n a b l e d b r a n d s t o s e l e c t i v e l y t a r g e t t h e i r c u s t o m e r s t h a t m a y p o t e n t i a l l y b e i n t e r e s t e d i n t h e i r b r a n d o r b a s e d o n p r e v i o u s b r o w s i n g i n t e r e s t s .

B u s i n e s s e s c a n n o w u s e s o c i a l m e d i a t o s e l e c t t h e a g e r a n g e , l o c a t i o n , g e n d e r a n d i n t e r e s t s o f w h o m t h e y w o u l d l i k e t h e i r t a r g e t e d p o s t t o b e s e e n b y .

F u r t h e r m o r e , b a s e d o n a c u s t o m e r ‘ s r e c e n t s e a r c h h i s t o r y t h e y c a n be ‘ f o l l o w e d ‘ o n t h e i n t e r n e t s o t h e y s e e a d v e r t i s e m e n t s f r o m s i m i l a r b r a n d s , p r o d u c t s a n d s e r v i c e s ,

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• I n t e r e s t i n g m a i l t i t l e s d i f f e r e n t i a t e o n e a d v e r t i s e m e n t f r o m t h e o t h e r . T h i s s e p a r a t e s a d v e r t i s e m e n t s f r o m t h e c l u t t e r . D i f f e r e n t i a t i o n i s o n e f a c t o r t h a t c a n m a k e a n a d v e r t i s e m e n t s u c c e s s f u l i n d i g i t a l m a r k e t i n g b e c a u s e c o n s u m e r s a r e d r a w n t o i t a n d a r e m o r e l i k e l y t o v i e w t h e a d v e r t i s e m e n t .

• E s t a b l i s h m e n t o f c u s t o m e r e x c l u s i v i t y: A l i s t o f c u s t o m e r s a n d c u s t o m e r ‘ s d e t a i l s s h o u l d b e k e p t o n a d a t a b a s e f o r f o l l o w u p a n d s e l e c t e d c u s t o m e r s c a n b e s e n t s e l e c t e d o f f e r s .

• L o w T e c h n i c a l R e q u i r e m e n t s : I n o r d e r t o g e t t h e f u l l u s e o u t o f d i g i t a l m a r k e t i n g i t i s u s e f u l t o m a k e y o u a d v e r t i s i n g c a m p a i g n s h a v e l o w t e c h n i c a l r e q u i r e m e n t s . T h i s p r e v e n t s s o m e c o n s u m e r s n o t b e i n g a b l e t o u n d e r s t a n d o r v i e w t h e a d v e r t i s i n g c a m p a i g n .

• R e w a r d s : T h e l u c r a t i v e o f f e r s w o u l d a l w a y s h e l p i n m a k i n g y o u r d i g i t a l c a m p a i g n a s u c c e s s . G i v e s o m e r e w a r d i n t h e e n d o f t h e c a m p a i g n . T h i s w o u l d d e f i n i t e l y i n v i t e m o r e e n g a g e m e n t a n d w o r d o f m o u t h p u b l i c i t y .

A d v a n t a g e s a n d l i m i t a t i o n s

? A D V AN T AG E S :

• T h e w h o l e i d e a o f d i g i t a l m a r k e t i n g c a n b e a v e r y i m p o r t a n t a s p e c t i n t h e o v e r a l l c o m m u n i c a t i o n b e t w e e n t h e c o n s u m e r a n d t h e o r g a n i z a t i o n . T h i s i s d u e t o d i g i t a l m a r k e t i n g b e i n g a b l e t o r e a c h v a s t n u m b e r s o f p o t e n t i a l c o n s u m e r s a t o n e t i m e .

• A n o t h e r a d v a n t a g e o f d i g i t a l m a r k e t i n g i s t h a t c o n s u m e r s a r e e x p o s e d t o t h e b r a n d a n d t h e p r o d u c t t h a t i s b e i n g a d v e r t i s e d d i r e c t l y . T o c l a r i f y t h e a d v e r t i s e m e n t i s e a s y t o a c c e s s a s w e l l i t c a n b e a c c e s s ed a n y t i m e a n y p l a c e .

• A n a d v a n t a g e o f d i g i t a l m a r k e t i n g i s t h a t t h e r e a c h i s s o l a r g e t h a t t h e r e a r e n o l i m i t a t i o n s o n t h e g e o g r a p h i c a l r e a c h i t c a n h a v e . T h i s a l l o w s c o m p a n i e s t o b e c o m e i n t e r n a t i o n a l a n d e x p a n d t h e i r c u s t o m e r r e a c h t o o t h e r c o u n t r i e s o t h e r t h a n t h e c o u n t r y i t i s b a s e d o r o r i g i n a t e s f r o m

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• A s m e n t i o n e d e a r l i e r , t e c h n o l o g y a n d t h e i n t e r n e t a l l o w s f o r 2 4 h o u r s a d a y , 7 d a y s a w e e k s e r v i c e f o r c u s t o m e r s a s w e l l a s e n a b l i n g t h e m t o s h o p o n l i n e a t a n y h o u r o f t h a t d a y o r n i g h t , n o t j u s t w h e n t h e s h o p s a r e o v e r a n d a c r o s s t h e w h o l e w o r l d . T h i s i s a h u g e a d v a n t a g e f o r r e t a i l e r s t o u t i l i z e i t a n d d i r e c t c u s t o m e r s f r o m t h e s t o r e t o i t s o n l i n e s t o r e .

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• A n o t h e r a d v a n t a g e i s t h a t d i g i t a l m a r k e t i n g i s e a s y t o b e m e a s u r e d a l l o w i n g b u s i n e s s e s t o k n o w t h e r e a c h t h a t t h e i r m a r k e t i n g i s m a k i n g , w h e t h e r t h e d i g i t a l m a r k e t i n g i s w o r k i n g o r n o t a n d t h e a m o u n t o f a c t i v i t y a n d c o n v e r s a t i o n t h a t i s i n v o l v e d .

• W i t h b r a n d s u s i n g t h e I n t e r n e t s p a c e t o r e a c h t h e i r t a r g e t c u s t o m e r s ; d i g i t a l m a r k e t i n g h a s b e c o m e a b e n e f i c i a l c a r e e r o p t i o n a s w e l l . A t p r e s e n t , c o m p a n i e s a r e m o r e i n t o h i r i n g i n d i v i d u a l s f a m i l i a r i n i m p l e m e n t i n g d i g i t a l m a r k e t i n g s t r a t e g i e s a n d t h i s h a s l e d t h e s t r e a m t o b e c o m e a p r e f e r r e d c h o i c e a m o n g s t i n d i v i d u a l s i n s p i r i n g i n s t i t u t e s t o c o m e u p a n d o f f e r p r o f e s s i o n a l c o u r s e s i n D i g i t a l M a r k e t i n g .

? D I S AD V AN T AG E S

• H o w e v e r , w i t h d i g i t a l m a r k e t i n g t h e r e a r e s o m e s e t b a c k s t o t h i s t y p e o f s t r a t e g y . O n e m a j o r s e t b a c k t h a t i s i d e n t i f i e d , i s t h a t D i g i t a l m a r k e t i n g i s h i g h l y d e p e n d e n t o n t h e i n t e r n e t . T h i s c a n b e c o n s i d e r e d a s a s e t b a c k b e c a u s e t h e i n t e r n e t m a y n o t b e a c c e s s i b l e i n c e r t a i n a r e a s o r c o n s u m e r s m a y h a v e p o o r i n t e r n e t c o n n e c t i o n .

• A s w e l l a s d i g i t a l m a r k e t i n g b e i n g h i g h l y d e p e n d e n t o n t h e I n t e r n e t i s t h a t i t i s s u b j e c t t o a l o t o f c l u t t e r , s o i t m a r k e t e r s m a y f i n d i t h a r d t o m a k e t h e i r a d v e r t i s e m e n t s s t a n d o u t , a s w e l l a s g e t c o n s u m e r s t o s t a r t c o n v e r s a t i o n s a b o u t a n o r g a n i z a t i o n s b r a n d i m a g e o r p r o d u c t s .

• A s d i g i t a l m a r k e t i n g c o n t i n u e s t o g r o w a n d d e v e l o p , b r a n d s t a k e g r e a t a d v a n t a g e o f u s i n g t e c h n o l o g y a n d t h e I n t e r n e t a s a s u c c e s s f u l w a y t o c o m m u n i c a t e w i t h i t s c l i e n t s a n d a l l o w s t h e m t o i n c r e a s e t h e r e a c h o f w h o t h e y c a n i n t e r a c t w i t h a n d h o w t h e y g o a b o u t d o i n g s o , T h e r e a r e h o w e v e r d i s a d v a n t a g e s t h a t a r e n o t c o m m o n l y l o o k e d i n t o d u e t o h o w m u c h a b u s i n e s s r e l i e s o n i t .

• I t i s i m p o r t a n t f o r m a r k e t e r s t o t a k e i n t o c o n s i d e r a t i o n b o t h a d v a n t a g e s a n d d i s a d v a n t a g e s o f d i g i t a l m a r k e t i n g w h e n c o n s i d e r i n g t h e i r m a r k e t i n g s t r a t e g y a n d b u s i n e s s g o a l s

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• A d i s a d v a n t a g e o f d i g i t a l a d v e r t i s i n g i s t h e l a r g e a m o u n t o f c o m p e t i n g g o o d s a n d s e r v i c e s t h a t a r e a l s o u s i n g t h e s a m e d i g i t a l m a r k e t i n g s t r a t e g i e s . F o r e x a m p l e , w h e n s o m e o n e s e a r c h e s f o r a s p e c i f i c p r o d u c t o n l i n e t h e n t h e y c a n a p p e a r o n t h e c u s t o m e r ‘ s h o m e p a g e , a l l o w i n g t h e c u s t o m e r t o l o o k a t a l t e r n a t i v e o p t i o n s f o r a c h e a p e r p r i c e o r b e t t e r q u a l i t y o f t h e s a m e p r o d u c t o r a q u i c k e r w a y o f f i n d i n g w h a t t h e y w a n t
o n l i n e .

• S o m e c o m p a n i e s c a n b e p o r t r a y e d b y c u s t o m e r s n e g a t i v e l y a s s o m e c o n s u m e r s l a c k t r u s t o n l i n e d u e t o t h e a m o u n t o f a d v e r t i s i n g t h a t a p p e a r s o n w e b s i t e s a n d s o c i a l m e d i a t h a t c a n b e c o n s i d e r e d f r a u d s . T h i s c a n a f f e c t t h e i r i m a g e a n d r e p u t a t i o n a n d m a k e t h e m o u t t o l o o k l i k e a d i s h o n e s t b r a n d .

• A n o t h e r d i s a d v a n t a g e i s t h a t e v e n a n i n d i v i d u a l o r s m a l l g r o u p o f p e o p l e c a n h a r m i m a g e o f a n e s t a b l i s h e d b r a n d . F o r i n s t a n c e D o p p l e g n a g e r i s a t e r m t h a t i s u s e d t o d i s a p p r o v e a n i m a g e a b o u t a c e r t a i n b r a n d t h a t i s s p r e a d b y a n t i – b r a n d a c t i v i s t s , b l o g g e r s , a n d o p i n i o n l e a d e r s .

• T w o o t h e r p r a c t i c a l l i m i t a t i o n s c a n b e s e e n i n t h e c a s e o f d i g i t a l m a r k e t i n g . O n e d i g i t a l m a r k e t i n g i s u s e f u l f o r s p e c i f i c c a t e g o r i e s o f p r o d u c t s , m e a n i n g o n l y c o n s u m e r g o o d s c a n b e p r o p a g a t e d t h r o u g h d i g i t a l c h a n n e l s .

• I n d u s t r i a l g o o d s a n d p h a r m a c e u t i c a l p r o d u c t s c a n n o t b e m a r k e t e d t h r o u g h d i g i t a l c h a n n e l s . S e c o n d l y , d i g i t a l m a r k e t i n g d i s s e m i n a t e s o n l y t h e i n f o r m a t i o n t o t h e p r o s p e c t s m o s t o f w h o m d o n o t h a v e t h e p u r c h a s i n g a u t h o r i t y / p o w e r . A n d h e n c e t h e r e f l e c t i o n o f d i g i t a l m a r k e t i n g i n t o r e a l s a l e s v o l u m e i s s k e p t i c a l .

? S T AT I S T I C S ; D AT A V I E W I N G :

• H o w c a n f a s h i o n r e t a i l e r s u s e d y n a m i c d a t a t o m e e t c o n s u m e r e x p e c t a t i o n s a n d t a k e a d v a n t a g e o f n e w c h a n n e l s ?
• I t w a s o n c e b e l i e v e d t h a t p e o p l e j u s t w o u l d n ‘ t b u y c l o t h e s o n l i n e ; t h a t f a s h i o n c o n s u m e r s n e e d e d t o t o u c h a n d t r y w h a t t h e y w o u l d b e w e a r i n g – b u t t h i s i s c l e a r l y n o t t h e c a s e , a s o n l i n e s a l e s g r o w a n d b r a n d s c o n t i n u e t o i n n o v a t e .
• O n l i n e f a s h i o n s a l e s g r e w b y 1 8 5 % b e t w e e n 2 0 0 7 a n d 2 0 1 2 , a n d s a l e s a r e p r e d i c t e d t o r i s e b y 4 1 % b y 2 0 1 7 .
• A c c o r d i n g t o t h e I M R G , o n l i n e c l o t h i n g s a l e s h a v e i n c r e a s e d b y 1 4 % t h i s J a n u a r y , c o m p a r e d t o t h e p r e v i o u s y e a r , w h i l e o n l i n e r e t a i l o v e r a l l o n l y g r e w b y 7 % .
• F a s h i o n a n d d i g i t a l w o r k t o g e t h e r b r i l l i a n t l y . M o r e b r a n d s a r e b r i n g i n g n e w t e c h n o l o g y t o e a c h s t a g e o f t h e c o n s u m e r j o u r n e y , a n d u s i n g d y n a m i c d a t a i n m o r e c r e a t i v e w a y s t o c a p t u r e a n d c o n v e r t c u s t o m e r s o n l i n e .
• B u t i n a n i n d u s t r y w h e r e s o c i a l g r o u p a n d d e m o g r a p h i c t r e n d s p l a y s o s t r o n g l y a n d i n d i v i d u a l p r e f e r e n c e s a n d p e r s o n a l s t y l e s d r i v e b u y i n g d e c i s i o n s , r e t a i l e r s n e e d t o m a k e s u r e t h e y ‘ r e u s i n g e v e r y o p p o r t u n i t y t o g e t i n s i d e t h e i r c u s t o m e r s ‘ h e a d s .

• T o d e l i v e r t h a t p e r s o n a l a n d c o n t e x t u a l s h o p p i n g e x p e r i e n c e , r e t a i l e r s n e e d t o f o c u s n o t o n l y o n s t o c k a n d m e r c h a n d i s e , b u t i n s t e a d o n l i s t e n i n g a n d l e a r n i n g f r o m e v e r y c u s t o m e r i n t e r a c t i o n – r e g a r d l e s s o f t h e t i m e a n d c o n n e c t i o n p o i n t t h e c u s t o m e r u s e s .

• Cu s t o m e r r e l a t i o n s h i p m a n a g e m e n t t e c h n o l o g y h a s c r e a t e d a n a t u r a l f i r s t s t e p t o w a r d s c r e a t i n g t h a t u n d e r s t a n d i n g , b u t t o d a y t h e a r e a o f c u s t o m e r i n s i g h t i s s t i l l l a r g e l y u n t a p p e d .

• H o w e v e r , t h e r e ‘ s h o p e . R e t a i l e r s a r e s i t t i n g o n w h a t c a n o n l y b e d e s c r i b e d a s a g o l d m i n e o f c u s t o m e r d a t a . W h a t t h e y n e e d t o d o n o w i s t o w o r k o u t h o w t o a c c e s s a n d m a n a g e t h i s d a t a p r o p e r l y t o c o n n e c t m o b i l e a n d e c o m m e r c e s t r a t e g i e s a c r o s s o r g a n i z a t i o n s t o c r e a t e a n u n p a r a l l e l e d s h o p p i n g e x p e r i e n c e .

• S u c c e s s i n t h e f u t u r e w i l l d e p e n d n o t j u s t o n t r a c k i n g c u s t o m e r i n f o r m a t i o n , b u t o n c o n s t a n t l y a b s o r b i n g c u s t o m e r i n s i g h t i n t o b e h a v i o r s , p r e f e r e n c e s , p e r s o n a l i t i e s a n d p a t t e r n s .

• T h i s d o e s n ‘ t j u s t s u p p o r t s a l e s c o n v e r s i o n – i t d r i v e s l o y a l t y , e n h a n c e s t h e b r a n d , a n d c r e a t e s a r e a l f e e l i n g o f b e s p o k e s e r v i c e e v e n i n m a s s – m a r k e t e n t e r p r i s e s a n d b r a n d s .

• W i t h n e w t e c h n o l o g i e s s u c h a s t h e i n t e r n e t o f t h i n g s a n d m o b i l e p a y m e n t s h i t t i n g t h e s c e n e a n d d r i v i n g c o n s t a n t c h a n g e , w e c a n p r e t t y m u c h g u a r a n t e e r e t a i l e r s w i l l b e k e p t o n t h e i r t o e s . I t ‘ s a n e x c i t i n g t i m e t o b e a r e t a i l e r – a n d a n e r a
o f o p p o r t u n i t y .

• F o r t h i s i n f o g r a p h i c , R e t a i l W e e k a n d S a l e s f o r c e p a i r e d r e s e a r c h f r o m a d e t a i l e d o n l i n e s u r v e y o f 1 , 7 5 0 U K c o n s u m e r s o n b r a n d e n g a g e m e n t p r e f e r e n c e s w i t h i n s i g h t o n h o w t h e l a n d s c a p e i s s h i f t i n g , t o p r o v i d e a c o m p r e h e n s i v e o v e r v i e w o f h o w m a r k e t i n g i s r e d e f i n i n g e v e r y l e v e l o f t h e i n d u s t r y , f r o m l u x u r y t h r o u g h t o h i g h s t r e e t r e t a i l .

• T h e t r e n d s i n f a s h i o n c h a n g e v e r y o f t e n . I f w e t a l k a b o u t t h e s o c i a l u p d a t e s , o n e o f t h e m o s t p o p u l a r t o p i c s t h a t a c q u i r e t h e h i g h e s t c o n v e r s a t i o n s i s f a s h i o n .
• D i g i t a l m e d i a , n o w a d a y s , i s g i v e n s u c h a n i m p o r t a n c e t h a t i t r e d e f i n e s t h e f a s h i o n i n d u s t r y t r e m e n d o u s l y .

• A f a s h i o n w o r l d m a k e s u s e o f s o c i a l m e d i a i n a w a y t h a t i t
i n v i t e s b l o g g e r s t o s e v e r a l f a s h i o n s h o w s .

.
• S o c i a l m e d i a , i n t e r m s o f f a s h i o n , t u r n s o u t t o b e s o p o w e r f u l t h a t i t f a c i l i t a t e s m a n y p e o p l e t o t a k e a n i n t e r e s t i n a n u m b e r o f f a s h i o n e v e n t s .

• A d i g i t a l w o r l d k e e p s y o u a w a r e o f w h a t i s p o p u l a r a n d w h a t i s b e i n g m o r e a p p r e c i a t e d i n t h e f a s h i o n i n d u s t r y .

• T h e a v a i l a b i l i t y o f d i f f e r e n t f a s h i o n t r e n d s i n t h e d i g i t a l w o r l d a l l o w s p e o p l e t o t a k e a n i n t e r e s t i n t h e b u y i n g p r o c e s s , a n d m a n y o f t h e p e o p l e g e t i n f l u e n c e d b y a w i d e r a n g e o f d o m e s t i c a n d i n t e r n a t i o n a l f a s h i o n b r a n d s .

• T h e f a s h i o n i n d u s t r y i s , t h u s , p u t t i n g i t s f o c u s o n t h e d i g i t a l p l a t f o r m , w h i c h i n v o l v e s t h e i n n o v a t i v e u s e s o f t e c h n o l o g y a l o n g w i t h t h e m o s t r e c e n t f a s h i o n t r e n d s .

• T h e o n l i n e p r o c e s s o f b u y i n g f a s h i o n a c c e s s o r i e s l i k e g a r m e n t s h a v e i n c r e a s e d t r e m e n d o u s l y i n t h e l a s t f e w y e a r s , i t ‘ s a d i g i t a l w o r l d t h a t k e e p s p e o p l e u p – to – d a t e a b o u t d i f f e r e n t f a s h i o n b r a n d s . T h e o n l i n e f a s h i o n s a l e s , a s p e r t h e s u r v e y , h a s b e e n i n c r e a s e d b y 1 8 5 % a n d i s e x p e c t e d t o i n c r e a s e m o r e b y 2 0 1 7 ,
• A D i g i t a l w o r l d , n o w , d i r e c t l y a f f e c t s t h e w a y i n w h i c h f a s h i o n g i v e s r i s e t o a n u m b e r o f i d e a s a n d c o n c e p t s a l o n g w i t h t h e d e s i g n e r s w h o t a k e i n t o a c c o u n t t h e c u s t o m e r i n s i g h t i n o r d e r t o g e t i n s p i r a t i o n o f g e n e r a t i n g t h e b e s t .

• A l l t h e f a s h i o n – o r i e n t e d c o n s u m e r s c o n s u m e t h e v a r i e t y o f f a s h i o n t h r o u g h s o c i a l m e d i a c h a n n e l s a l o n g w i t h a n u m b e r o f f a s h i o n – o r i e n t e d m a g a z i n e s . D o i n g s o a l l o w s t h e m t o g e t i n t o u c h w i t h t h e d e s i g n e r s t h e y a p p r e c i a t e .

• A f a s h i o n i n d u s t r y h a s t a k e n p l a c e a s o n e o f t h e b i g g e s t o n l i n e s e l l e r s , a n d t h e s o c i a l m e d i a , n o w , p l a y s a h u g e r o l e i n g i v i n g r i s e t o t h e a c c e s s i b i l i t y o f t h e i r b r a n d s .

• S o , f a s h i o n b r a n d s , i n o r d e r t o c o m p e t e w i t h t h e o t h e r c o m p e t i t i v e b r a n d s , t e n d t o g i v e t h e i r s i t e a n i n t e r e s t i n g , a p p e a l i n g , a n d c u s t o m i z e d a p p e a r a n c e , t h u s a c q u i r i n g t h e m o s t p o t e n t i a l b u y e r s w i t h i n a n i m p e l l i n g p r i c i n g m o d e l .

• T h e m o r e t h e a v a i l a b i l i t y o f t h e b r a n d s o n a n u m b e r o f s o c i a l m e d i a c h a n n e l s , t h e m o r e i n f o r m a t i o n t h e b r a n d s c a n a c q u i r e a b o u t t h e i r p o t e n t i a l p u r c h a s e r s . D o i n g s o h e l p s t h e m t o u p g r a d e t h e i r m a r k e t i n g .

• M a n y o f t h e f a s h i o n b r a n d s a r e g i v i n g r i s e t o m o r e s a l e s b y m e a n s o f a v a r i e t y o f o n l i n e n e t w o r k i n g c h a n n e l s . T h e f a s h i o n r e t a i l e r s t a k e i n t o a c c o u n t t h e c h a n n e l s l i k e I n s t a g r a m , P i n t e r e s t , a n d m a n y o t h e r s t h a t h e l p t h e m d e f i n i n g t h e v i s u a l p a r t s o f t h e i r p r o d u c t s .

D I G I T AL P L AT F O R M

W h a t i s s o c i a l m e d i a ?

S o c i a l m e d i a i s t h e i n t e r a c t i o n a m o n g p e o p l e i n w h i c h t h e y c r e a t e , s h a r e o r e x c h a n g e i n f o r m a t i o n a n d i d e a s i n v i r t u a l c o m m u n i t i e s a n d n e t w o r k s .
? Y o u m u s t b e w h e r e y o u r a u d i e n c e i s – O N L I N E .

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? T o c r e a t e a n d m a i n t a i n a h e a l t h y c o n n e c t w i t h t h e i r s t a k e h o l d e r s , f a s h i o n h o u s e s s h o u l d h a v e p r e s e n c e o n :

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? E n g a g e f a n s a n d t a r g e t a u d i e n c e

? A d d s t r a t e g i c m e s s a g i n g a n d u s e h a s h t a g s , w h i l e a d h e r i n g t o I n s t a g r a m b e s t p r a c t i c e s
? C r e a t i v e s t o r y t e l l i n g s t r a t e g i e s

? O n e o f t h e l e a d i n g b i g f a s h i o n b r a n d s B u r b e r r y u s e s I n s t a g r a m , t o u p d a t e a r a n g e o f p h o t o s f r o m c a t w a l k s h o w s t o b e h i n d – t h e – s c e n e s s n a p s o f c e l e b r i t i e s , p h o t o s h o o t s a n d a n i n s i g h t i n t o h o w t h e p r o d u c t s a n d c l o t h e s a r e m a d e .

B e s t p r a c t i c e s o n Y o u T u b e :

? P u s h P e o p l e T o Y o u r W e b s i t e

? L e v e r a g e Y o u T u b e V i d e o s F o r S E O

? S h o w c a s e p r o d u c t s

? R a i s e p r o f i l e o f y o u r b u s i n e s s b y s h o w c a s i n g e v e n t s / c o n f e r e n c e s
B e s t p r a c t i c e s o n t w i t t e r

? P e r f o r m c o n t e n t c u r a t i o n

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? G o o g l e + h a n g o u t s

? C r e a t e G o o g l e + C o m m u n i t i e s

? I n v i t e / P a r t i c i p a t e i n f a s h i o n d i s c u s s i o n s

? L O U I S V U I T T O N ( M O B I L E A P P )

L o u i s V u i t t o n h a s i t s o f f i c i a l p a g e o n t w i t t e r w i t h m o r e t h a n 3 m i l l i o n f o l l o w e r s . T h e y s h o w c a s e t h e i r c o l l e c t i o n , p o s t n e w s , p i c t u r e s a n d v i d e o s . L o u i s V u i t t o n b e g a n i t s T w i t t e r l o v e p o e m c a m p a i g n # L V L o v e t o c r e a t e p e r s o n a l i t y f o r t h e i r p r o d u c t s .

Br a n d s l i k e L o u i s V u i t t o n , Z a r a , G u c c i a n d K a t e n S p a d e h a v e m o b i l e – a p p s t h a t h a v e t h o u s a n d s o f d o w n l o a d s b y A n d r o i d a n d i O S u s e r s .

? S o c i a l m e d i a m e a s u r e m e n t or ‘ s o c i a l m e d i a m o n i t o r i n g ‘ i s a n a c t i v e m o n i t o r i n g o f s o c i a l m e d i a c h a n n e l s f o r i n f o r m a t i o n a b o u t a c o m p a n y o r o r g a n i z a t i o n , u s u a l l y t r a c k i n g o f v a r i o u s s o c i a l m e d i a c o n t e n t s u c h a s b l o g s , w i k i s , n e w s s i t e s a n d m i c r o – b l o g s .

H o w c a n f a s h i o n r e t a i l e r s u s e d y n a m i c d a t a t o m e e t c o n s u m e r e x p e c t a t i o n s a n d t a k e a d v a n t a g e o f n e w c h a n n e l s ?

? P e r s o n a l i z a t i o n

• O n e o f t h e r e a s o n s t h a t f a s h i o n t r a n s l a t e s w e l l t o t h e o n l i n e l a n d s c a p e i s t h a t s t o c k i n f o r m a t i o n c a n b e u p d a t e d m o r e q u i c k l y o n a w e b s i t e t h a n i n a s h o p , a n d i t c a n b e p r e s e n t e d b e a u t i f u l l y
• P r o v i d i n g t h a t b e s p o k e , p e r s o n a l s h o p p e r e x p e r i e n c e – t h e e x p e r i e n c e c o n s u m e r s o f c e r t a i n b r a n d s h a v e c o m e t o e x p e c t in – s t o r e – i s a l s o f a r e a s i e r o n l i n e .
• C h a n g i n g t h e a c t u a l s t o r e l a y o u t f o r e a c h v i s i t o r w o u l d b e t r i c k y ; u s i n g c o n s u m e r d a t a , t r a n s a c t i o n a l d a t a a n d p r o d u c t d a t a t o r e c o m m e n d i t e m s t o w e b s i t e v i s i t o r s i s p r e t t y s t r a i g h t f o r w a r d .
• P e r s o n a l i z i n g c o n t e n t h a s a l s o b e e n s h o w n t o g e n e r a t e a 7 . 8 % i n c r e a s e i n c o n v e r s i o n s .

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• A c c o r d i n g t o G o o g l e , t h e a v e r a g e s h o p p e r v i s i t s 2 . 9 d i f f e r e n t w e b s i t e s b e f o r e b u y i n g c l o t h e s ( 1 1 . 4 s i t e v i s i t s i n t o t a l )
• T h e s e f a s h i o n s h o p p e r s c o n s i d e r t h e s e p u r c h a s e s f o r 2 7 d a y s ( h a v i n g s p e n t m o r e t h a n 3 h o u r s o n r e s e a r c h )
• 7 6 % o f t h e m w i l l u s e s e a r c h a t s o m e p o i n t i n t h e i r j o u r n e y

• H a l f o f t h e s e f a s h i o n c u s t o m e r s w i l l u s e b o t h b r a n d a n d g e n e r i c k e y w o r d s i n t h e i r s e a r c h e s .

B r a n d s a r e p u t t i n g m o r e a n d m o r e e f f o r t i n t o m a k i n g t h e i r s i t e s i n t e r e s t i n g , p e r s o n a l i z e d a n d u s a b l e , b u t t h e y a r e a l s o q u i c k t o u n d e r s t a n d t h e i m p o r t a n c e o f t h i r d – p a r t y c h a n n e l s .

1 0 b e s t s o c i a l m e d i a c a m p a i g n s .

1 0 B e s t F a s h i o n S o c i a l M e d i a C a m p a i g n s

F a s h i o n i n d u s t r y h a v e i t e a s y w h e n i t c o m e s t o s o c i a l m e d i a c a m p a i g n s . T h e y h a v e s o m u c h m o r e c o l o r , s h a p e s , a n d g l a m o u r t o w o r k w i t h t h a n o t h e r i n d u s t r i e s . G r a b b i n g t h i s c o n g e n i t a l o p p o r t u n i t y , f a s h i o n b r a n d s h a v e a l l s t a r t e d l a u n c h i n g s o c i a l m e d i a c a m p a i g n s t h r o u g h o u t t h e d e c a d e . H e r e ‘ s a l i s t o f t h e 1 0 b e s t f a s h i o n s o c i a l m e d i a c a m p a i g n s p r o v e n b y t h e i r s u c c e s s f u l r e s u l t s . S T AT I S T I C S

• I t w a s o n c e b e l i e v e d t h a t p e o p l e j u s t w o u l d n ‘ t b u y c l o t h e s o n l i n e ; t h a t f a s h i o n c o n s u m e r s n e e d e d t o t o u c h a n d t r y w h a t t h e y w o u l d b e w e a r i n g – b u t t h i s i s c l e a r l y n o t t h e c a s e , a s o n l i n e s a l e s g r o w a n d b r a n d s c o n t i n u e t o i n n o v a t e .
• O n l i n e f a s h i o n s a l e s g r e w b y 1 8 5 % b e t w e e n 2 0 0 7 a n d 2 0 1 2 , a n d s a l e s a r e p r e d i c t e d t o r i s e b y 4 1 % b y 2 0 1 7 .
• A c c o r d i n g t o t h e I M R G , o n l i n e c l o t h i n g s a l e s h a v e i n c r e a s e d b y 1 4 % t h i s J a n u a r y , c o m p a r e d t o t h e p r e v i o u s y e a r , w h i l e o n l i n e r e t a i l o v e r a l l o n l y g r e w b y 7 % .
• I n 2 0 1 5 , g l o b a l s a l e s f o r w o m e n ‘ s l u x u r y f a s h i o n s t o o d a t a l o w l y 3% of t h e t o t a l o n l i n e c l o t h i n g m a r k e t .
• A n d b y 2 0 1 8 , t h i s w i l l r e a c h 1 7 % , e q u a t i n g t o a n i n c r e a s e o f o v e r £ 8 b n g l o b a l l y .
• I n t h e U K , t h e g r o w t h b e t w e e n 2 0 1 5 a n d 2 0 1 8 i s e x p e c t e d t o r e a c h 1 8 % . S o m e w h a t i m p r e s s i v e l y , C h i n a i s p r e d i c t e d t o e n j o y a n e x c e p t i o n a l 7 0 % i n c r e a s e a c r o s s t h e s a m e t i m e f r a m e .

F AS H I O N C AM P AI G N S E X T R E M E L Y S U C C E S S F U L B Y U S I N G D I G I T A L M E D I A:

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K E Y W O R D S : # L I V E T R E N D S
T o p s h o p h a s t r a n s f o r m e d d r a s t i c a l l y o v e r t h e d e c a d e i n t o a c o o l , a f f o r d a b l e h i g h s t r e e t b r a n d t h a t n o t o n l y t e e n a g e r s f o l l o w , b u t a l s o f a m o u s f a s h i o n b l o g g e r s , m o d e l s , a n d c e l e b r i t i e s . I t h a s b e c o m e ” t h e ” p l a c e t o g o f o r c l o t h e s w i t h i n d i v i d u a l i t y a n d g l a m o u r .
D u r i n g t h e 2 0 1 5 L o n d o n F a s h i o n W e e k , T o p s h o p c o l l a b o r a t e d w i t h T w i t t e r a n d l a u n c h e d t h e # L I V E T R E N D S r e a l – t i m e c a m p a i g n w h e r e b i l l b o a r d s w e r e s e t u p i n m a j o r U K c i t i e s , e a c h n e a r a T o p s h o p s t o r e . F o r t h e f i r s t t i m e i n h i s t o r y , c u s t o m e r s w e r e i n s p i r e d t o s h o p b y r e a l – t i m e d a t a c o l l e c t e d b y t h e b r a n d .
R E S U L T S :
• 3 . 8 + m i l l i o n c u s t o m e r s e n g a g e d u s i n g # L I V E T R E N D S
• 7 5 % s a l e s u p l i f t o n f e a t u r e d p r o d u c t s
• 1 1 : 1 r e t u r n o n i t s i n v e s t m e n t
• a w a r d e d t h e O u t o f H o m e a n d I n t e g r a t e d C a m p a i g n a t t h e 2 0 1 5 C L I O I m a g e A w a r d s
• A w a r d e d D i g i t a l M a r k e t i n g C a m p a i g n o f t h e Y e a r a t t h e 2 0 1 5 B & T R e t a i l W e e k T e c h & E – c o m m e r c e A w a r d s .

• Y o u T u b e D i o r J ‘ A d o r e

P L A T F O R M : Y o u T u b e
K E Y W O R D : J ‘ A d o r e

C h a n e l N ° 5 ‘ s d o m i n a n t p o s i t i o n i n t h e f r a g r a n c e m a r k e t w o r l d w i d e i s u n s h a k a b l e . L a u n c h e d i n 1 9 9 9 , D i o r ‘ s J ‘ A d o r e i s a s y m b o l o f a b s o l u t e , s o p h i s t i c a t e d a n d g l a m o r o u s f e m i n i n i t y ; h o w e v e r , i t c o n t i n u a l l y p l a c e s b e h i n d i n t e r m s o f m a r k e t s h a r e . D i o r w a s n o t a f r a i d o f c o m p e t i t i o n , a n d d e c i d e d t o s t e p u p i t s g a m e a n d b e c o m e n u m b e r o n e .
T h e 9 0 s e c o n d c o m m e r c i a l f e a t u r e d C h a r l i z e T h e r o n r u s h i n g b a c k s t a g e t o p r e p a r e f o r h e r r u n w a y , b u t a m a z i n g l y t h o u g h s p e c i a l e f f e c t s , M a r i l y n M o n r o e , G r a c e K e l l y , a n d M a r l e n e D i e t r i c h a l s o a p p e a r e d i n t h e v i d e o . I t q u i c k l y b e c a m e o n e o f t h e m o s t w a t c h e d v i d e o s o n Y o u T u b e .
R E S U L T S :
• 1 . 1 % i n c r e a s e i n m a r k e t s h a r e b y t h e e n d o f 2 0 1 1 , a n d t o p p e d C h a n e l N ° 5
• 2 . 4 % i n c r e a s e i n m a r k e t s h a r e d u r i n g t h e p e a k i n D e c e m b e r s a l e s
• 1 7 % i n c r e a s e i n s a l e s
• b o o s t e d s a l e s w o r l d w i d e — ; N o . 1 i n I t a l y , N o . 2 i n C h i n a , t o p 1 0 i n U K a n d U S ( s a l e s i n c r e a s e d b y 2 5 . 9 % )

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K E Y W O R D : # N I K E P H O T O i D
N i k e i s a p r o f e s s i o n a l s p o r t s l i n e t h a t i n r e c e n t y e a r s h a v e f o c u s e d s o m e o f i t s a t t e n t i o n o n k e e p i n g t h e b r a n d f r e s h a n d f a s h i o n a b l e . A s o n e o f t h e m o s t f o l l o w e d b r a n d s o n I n s t a g r a m w i t h o v e r 1 0 m i l l i o n f o l l o w e r s , i t a l r e a d y u n d e r s t a n d s t h e p r o f i t a b i l i t y o f l a u n c h i n g a c a m p a i g n o n t h e p l a t f o r m . T h e P h o t o i D c a m p a i g n i s a r g u a b l y o n e o f t h e m o s t s u c c e s s f u l c a m p a i g n s o n I n s t a g r a m . I t e n c o u r a g e s i t s f o l l o w e r s t o c u s t o m i z e t h e i r t r a i n e r s a n d s h a r e p h o t o s t o s h o w h o w p e r s o n a l i z e d t h e i r p r o d u c t s a r e . I n 2 0 1 3 , N i k e d e s i g n e d a m i c r o s i t e t h a t a l l o w s c u s t o m e r s t o c u s t o m i z e t h e i r

r u n n e r s a c c o r d i n g t o t h e i r I n s t a g r a m p h o t o s . T h e r e s u l t i n g p r o d u c t w i l l s u b s e q u e n t l y b e s h a r e d a c r o s s a l l s o c i a l m e d i a p l a t f o r m s .

R E S U L T S :
• 1 0 0 , 0 0 0 p e r s o n a l i z e d s h o e s c r e a t e d j u s t i n t h e f i r s t w e e k

• 6 0 0 s h o e s c r e a t e d p e r h o u r a t p e a k

• 8 % c l i c k e d t h r o u g h t o b u y s h o e s o n N i k e I D

? B A N A N A R E P U B L I C

P L A T F O R M : F a c e b o o k
P R O J E C T L E A D : A m y G i l m e r , S r . M a n a g e r , G l o b a l S o c i a l M e d i a a t B a n a n a R e p u b l i c
K E Y W O R D S : # B R L o v e 4 A l l
B a n a n a R e p u b l i c p r o v i d e s m o r e f o r a n o l d e r c u s t o m e r b a s e a s m a n y o f t h e c l o t h i n g a r e s e m i – f o r m a l b u s i n e s s w e a r . T h r o u g h t h e c a m p a i g n , B a n a n a R e p u b l i c b e c a m e o n e o f t h e f i r s t c o m p a n i e s t o c e l e b r a t e m a r r i a g e e q u a l i t y o n t h e S u p r e m e C o u r t ‘ s r u l i n g i n C a l i f o r n i a . T h e m a i n g o a l o f B a n a n a R e p u b l i c i s t o p r e s e n t i t s s t a n c e a n d v a l u e s o n h u m a n r i g h t s , s o i t l a u n c h e d i t s # B R L o v e 4 A l l c a m p a i g n t o i n v i t e e v e r y o n e t o c e l e b r a t e a n d c o m m e m o r a t e t h e h i s t o r i c a l m o m e n t . C o u p l e s , b o t h s a m e a n d o p p o s i t e s e x , w e r e a s k e d t o e n t e r t h e c o n t e s t a n d s h a r e h a p p y p h o t o s f o r a c h a n c e t o g e t d r e s s e d b y B a n a n a R e p u b l i c f o r t h e i r w e d d i n g o r o t h e r s p e c i a l o c c a s i o n .
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• o v e r 1 4 , 4 0 0 e n g a g e m e n t s o n F a c e b o o k

• o v e r 6 0 , 2 3 7 , 9 8 7 m e d i a i m p r e s s i o n s

• 1 , 1 0 0 + p h o t o e n t r i e s

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P L AT F O R M S : T w i t t e r / Y o u T u b e /I n s t a g r a m / T u m b l r / F a c e b o o k
K E Y W O R D S : A l l I n or N o t h i n g / # A l l i n
A d i d a s i s o n e o f t h o s e r a r e s p o r t s b r a n d s t h a t i s a l s o a l e a d e r i n f a s h i o n t r e n d s . I t s c o l l a b o r a t i o n w i t h f a m o u s a r t i s t s , m u s i c i a n s , a n d a t h l e t e s a l o n g w i t h i t s c r e a t i v e d e s i g n s h a v e t r a n s f o r m e d o u r tr a d i t i o n a l v i e w s o f s p o r t s b r a n d s a n d m a r k e d i t s p l a c e i n t h e f a s h i o n i n d u s t r y .
A s a n i n n o v a t o r i n s o c i a l m e d i a , A d i d a s F o o t b a l l l 1 a u n c h e d a m a j o r c a m p a i g n a c r o s s a l l m a j o r s o c i a l m e d i a p l a t f o r m s d u r i n g t h e 2 0 1 4 F I F A W o r l d C u p i n B r a z i l . A s e r i e s o f Y o u T u b e v i d e o s w e r e f i l m e d w i t h f a m o u s f o o t b a l l p l a y e r s s u c h a s D a v i d B e c k h a m , L i o n e l M e s s i , a n d P a b l o A r m e r o t o a i r t h r o u g h o u t t h e t o u r n a m e n t .
R E S U L T S :
T h e R e s u l t s w e r e d r a m a t i c a n d a r e d i s c u s s e d b e l o w

• 3 8 m i l l i o n Y o u T u b e v i e w s f o r c l i p s p o s t e d d u r i n g t h e W o r l d C u p ( M o s t v i e w e d s p o r t s b r a n d o n Y o u T u b e )
• 5 . 8 m i l l i o n i n c r e a s e i n f o l l o w e r s a c r o s s a l l m a j o r s o c i a l m e d i a p l a t f o r m s
• 2 . 9 8 m i l l i o n o r 6 0 3 % g r o w t h o f @ b r a z u c a T w i t t e r h a n d l e i n t h e t o u r n a m e n t p e r i o d
• 2 . 1 m i l l i o n # a l l i n h a s h t a g m e n t i o n s o n T w i t t e r
• 8 m i l l i o n A d i d a s j e r s e y s s o l d w o r l d w i d e
• 1 4 m i l l i o n B r a z u c a f o o t b a l l s s o l d w o r l d w i d e

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P L A T F O R M S : Y o u T u b e , G o o g l e , p e r s o n a l i z e d w e b s i t e
K E Y W O R D S : B u r b e r r y K i s s e s
A s a w e l l e s t a b l i s h e d l u x u r y b r a n d s i n c e 1 8 5 6 , B u r b e r r y a l r e a d y h o l d s a f i r m p l a c e i n t h e f a s h i o n i n d u s t r y . I t w a n t e d t o s t e p a w a y f r o m t r a d i t i o n a l a d v e r t i s e m e n t s , a n d e x p l o r e m o d e r n m e t h o d s t o a t t r a c t y o u n g e r c o n s u m e r s w h o a r e m o r e d i g i t a l l y e n g a g e d . C o i n c i d e n t a l l y , G o o g l e r e a c h e d o u t t o B u r b e r r y w i t h i t s A r t , C o p y & C o d e p r o j e c t w h i c h e x p l o r e s ” n e w w a y s i n w h i c h t e c h n o l o g y c a n h e l p b u i l d b r a n d s i n a d i g i t a l w o r l d . ”
.
T h e B u r b e r r y K i s s e s C a m p a i g n s p r i n k l e s ” a b i t o f h e a r t a n d s o u l ” o n t o t e c h n o l o g y .
– C h r i s t o p h e r B a i l e y , B u r b e r r y C C O

R E S U L T S :
• I n c r e a s e d e n g a g e m e n t a n d a w a r e n e s s
• 2 5 3 , 0 0 0 G o o g l e s e a r c h e s f o r B u r b e r r y K i s s e s
• 1 3 , 0 0 0 c i t i e s s e n t k i s s e s w i t h i n t h e f i r s t 1 0 d a y s o f t h e c a m p a i g n

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P L A T F O R M : I n s t a g r a m , F a c e b o o k
K E Y W O R D S : # J e t S e t S e l m a
A l t h o u g h M i c h a e l K o r s m a y n o t b e t h e f a n c i e s t f a s h i o n b r a n d , i t i s b y f a r , a p i o n e e r o f s o c i a l m e d i a m a r k e t i n g i n t h e i n d u s t r y . I n 2 0 1 3 , i t w a s c r o w n e d a s t h e t o p f a s h i o n b r a n d o n s o c i a l m e d i a a f t e r g a i n i n g 7 m i l l i o n n e w f o l l o w e r s o n I n s t a g r a m .

M i c h a e l K o r s f i l m e d 3 v i d e o s f o r t h e i r M a r q u e e c a m p a i g n s t a r r i n g L i l y A l d r i d g e i n b e a u t i f u l P a r i s w e a r i n g s h o e s f r o m t h e i r J e t S e t 6 C o l l e c t i o n , w h i c h i s d e s i g n e d t o m e e t a l l t y p e s o f n e e d s f o r f r e q u e n t t r a v e l e r s .
T h e I n s t a g r a m c a m p a i g n a l o n e l e d t o a 2 2 p o i n t l i f t i n a d r e c a l l i n t h e U S , 2 4 p o i n t l i f t i n a d r e c a l l i n t h e U K , 2 5 p o i n t l i f t i n a d r e c a l l i n F r a n c e , a n d 3 0 p o i n t l i f t i n a d r e c a l l i n C a n a d a . T h e r e w a s a l s o a l i f t i n a w a r e n e s s i n a l l f o u r c o u n t r i e s w i t h a n o t a b l e 6 p o i n t l i f t i n C a n a d a .
S e e i n g t h e s u c c e s s e s o f t h e i r I n s t a g r a m # J e t S e t S e l m a c a m p a i g n , M i c h a e l K o r s i m m e d i a t e l y l a u n c h e d a f o l l o w u p F a c e b o o k c a m p a i g n .

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• 2 0 0 K p e o p l e v i s i t i n g t h e i r s i t e o v e r 3 0 d a y s
• 2 . 6 X i n c r e a s e v i s i t t o t h e J e t S e t C o l l e c t i o n a n d s h o e p r o d u c t p a g e s

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• S C O P E O F D I G I T A L M A R K E T I N G I N I N D I A
I n I n d i a o n l y 1 6 % p e o p l e w a s u s i n g i n t e r n e t t i l l t h e e n d o f 2 0 1 3 a n d u s a g e o f i n t e r n e t i s i n c r e a s i n g b y 1 5 % a n d i t s r e a c h t o 3 1 % i n 2 0 1 4 a n d i n c r e a s e r a p i d l y d a y b y d a y .

M o r e t h a n 4 0 % b u s i n e s s d e p e n d o n D i g i t a l m a r k e t i n g . W i t h i n c r e a s i n g o f i n t e r n e t a n d s m a r t p h o n e u s e r s s o o n i n c o m i n g y e a r s a r o u n d 9 0 % b u s i n e s s w i l l b e d e p e n d o n o n l i n e m a r k e t i n g i n I n d i a . A f t e r U S A a n d U K I n d i a d e a l w i t h l a r g e s t o n l i n e s h o p p i n g d e a l s i n eC o m m e r c e B u s i n e s s e s .

? B E N E F I T S O F O N L I N E M A R K E T I N G O V E R O F F L I N E M A R K E T I N G
• H i g h r e t u r n o n i n v e s t m e n t ( R O I ) t h r o u g h O n l i n e M a r k e t i n g .
• T a r g e t o n l y m o s t i n t e r e s t i n g a u d i e n c e , p a y o n l y
• Y o u c a n s t a r t w i t h o u t s p e n d i n g w i t h s m a l l a m o u n t .
• A d v e r t i s i n g y o u r p r o d u c t s o n s p e c i f i c h o u r s , t i m e o r d a y b a s e s .
• F u l l y c o n t r o l l e d a s p e r y o u r l o c a t i o n , b u d g e t a n d t i m e .

? P R E D I C T I O N

• O n l i n e F a s h i o n T r e n d s : O u r P r e d i c t i o n s
1. C l i c k a n d C o l l e c t W i l l T a k e – o f f
‘ C l i c k a n d c o l l e c t ‘ i s n ‘ t a n e w c o n c e p t . Y o u c a n o r d e r y o u r s h o p p i n g o n l i n e a n d p i c k i t u p a t a c o n v e n i e n t t i m e f r o m a r a n g e o f c o n v e n i e n t l o c a t i o n s . H o w e v e r , i n t h e c o m i n g y e a r , t h i s d e l i v e r y s e r v i c e i s e x p e c t e d t o b o o m a n d t h e f a s h i o n i n d u s t r y i s s e t t o e m b r a c e i t .

W i t h s u c h t o u g h c o m p e t i t i o n w i t h i n t h e o n l i n e c l o t h i n g m a r k e t , r e t a i l e r s m u s t d o e v e r y t h i n g t h e y c a n t o a c c o m m o d a t e t h e i r c u s t o m e r s ‘ n e e d s . A n d w h a t i s e m e r g i n g a s o n e o f t h e s e m a j o r n e e d s ? G r e a t d e l i v e r y f l e x i b i l i t y – e x a c t l y w h a t c l i c k a n d c o l l e c t o f f e r s t h e c u s t o m e r .

A m a z o n h a s s e t t h e b a r b y i n t r o d u c i n g a 6 0 – m i n u t e c l i c k a n d c o l l e c t d e l i v e r y , c e r t a i n t o p u s h o t h e r r e t a i l e r s t o t r y a n d m a t c h t h e m .

2. L u x u r y F a s h i o n t o E m b r a c e t h e D i g i t a l Ag e
F o r y e a r s , s o m e l u x u r y c l o t h i n g b r a n d s h a v e r e f u s e d t o e n t e r t h e e C o m m e r c e w o r l d , b e l i e v i n g t h a t s e l l i n g t h e i r p r o d u c t s o n l i n e w o u l d r u i n t h e i r s e n s e o f e x c l u s i v i t y .

H o w e v e r , m a n y o f t h e s e b r a n d s a r e n o w b e g i n n i n g t o p a r t w a y s w i t h t h i s s t r a t e g y .

5. M – C o m m e r c e G r o w t h t o B o o s t O n l i n e F a s h i o n S a l e s

• T h e m o b i l e s h o p p i n g h a s c o n t i n u e d t o g r o w f r o m s t r e n g t h t o s t r e n g t h a s s m a r t p h o n e a n d t a b l e t u s a g e s t e a d i l y r i s e s a n d t e c h n o l o g y d e v e l o p s t o c r e a t e m o r e e f f e c t i v e m o b i l e s i t e s .
• H o w e v e r , t h i s g r o w t h i s f a r f r o m r e l e n t i n g . E – Ma r k e t e r h a s s h o w n t h a t b y 2 0 1 9 , M – C o m m e r c e s a l e s w i l l r i s e t o a w h o p p i n g £ 3 8 . 4 b n in t h e UK , m a k i n g u p 4 3 . 7 % o f a l l E – C o m m e r c e s a l e s .
• A n d a s t h e f a s h i o n s e c t o r b o a s t s t h e l a r g e s t m o b i l e s h o p p i n g m a r k e t , t h i s o v e r a l l M – C o m m e r c e g r o w t h w i l l u n d o u b t e d l y h u g e l y i n c r e a s e m o b i l e f a s h i o n s a l e s .

4. M e n ‘ s O n l i n e F a s h i o n t o K e e p o n G r o w i n g
T h e f e m a l e c l o t h i n g m a r k e t h a s d o m i n a t e d i t s m a l e c o u n t e r p a r t s i n c e t h e i n t e r n e t b e g a n . H o w e v e r , a c c o r d i n g to t h e I M R G , U K m e n s w e a r s a l e s h a v e i n c r e a s e d b y 2 6 4 % b e t w e e n J a n u a r y 2 0 1 1 a n d D e c e m b e r 2 0 1 4 – c o m p a r e d t o a n 8 7 % i n c r e a s e i n w o m e n s w e a r s a l e s . A n d t h i s t r e n d i s s e t t o c o n t i n u e .
O v e r t h e l a s t f e w y e a r s , w e h a v e s e e n g r e a t c r e a t i v i t y i n m a l e f a s h i o n m a r k e t i n g s t r a t e g i e s . A n d i t s e e m s t o b e w o r k i n g . A c c o r d i n g to I b i s W o r l d , b e t w e e n 2 0 1 5 a n d 2 0 2 0 t h e r e w i l l b e a n a n n u a l a v e r a g e o n l i n e m e n s w e a r s a l e s g r o w t h o f 1 4 . 2 % i n t h e U K .

5. I m p o r t a n c e o f O m n i – c h a n n e l w il l C o n t i n u e
A s e x p l a i n e d , c u s t o m e r s a r e i n c r e a s i n g l y s h o p p i n g f o r t h e l a t e s t f a s h i o n i t e m s o n t h e i r s m a r t p h o n e s . H o w e v e r , t h i s i s n o t t o s a y t h a t t h e s e u s e r s a r e n o t a l s o s p e n d i n g l a r g e a m o u n t s o f t h e i r b r o w s i n g t i m e o n t h e i r d e s k t o p s , l a p t o p s a nd t a b l e t s . Q u i t e t h e c o n t r a r y . .

A s t h i s t r e n d c o n t i n u e s , m o r e c l o t h i n g r e t a i l e r s w i l l a i m t o p r o v i d e t h e i r c u s t o m e r s w i t h s e a m l e s s t o u c h p o i n t s s o t h e y c a n e f f o r t l e s s l y m o v e b e t w e e n d e v i c e s . A n d t h o s e w h o d o n ‘ t w i l l q u i c k l y f a l l b e h i n d .

b u t t h i s i s c l e a r l y n o t t h e c a s e , a s o n l i n e s a l e s g r o w a n d b r a n d s c o n t i n u e t o i n n o v a t e .

O n l i n e f a s h i o n s a l e s g r e w b y 1 8 5 % b e t w e e n 2 0 0 7 a n d 2 0 1 2 , a n d sa l e s a r e p r e d i c t e d t o r i s e b y 4 1 % b y 2 0 1 7 .

A c c o r d i n g t o t h e I M R G , o n l i n e c l o t h i n g s a l e s h a v e i n c r e a s e d b y 1 4 % t h i s J a n u a r y , c o m p a r e d t o t h e p r e v i o u s y e a r , w h i l e o n l i n e r e t a i l o v e r a l l o n l y g r e w b y 7 % .

F a s h i o n a n d d i g i t a l w o r k t o g e t h e r b r i l l i a n t l y . M o r e b r a n d s a r e b r i n g i n g n e w t e c h n o l o g y t o e a c h s t a g e o f t h e c o n s u m e r j o u r n e y , a n d u s i n g d y n a m i c d a t a i n m o r e c r e a t i v e w a y s t o c a p t u r e

SURVEY (QUESTIONNAIRE AND ANNEXURE)

In order to understand the impact of digital marketing on the consumer buying behaviour and the notion/beliefs of potential and non- potential customers, a survey was conducted.
A sample space of about 100 respondents was taken into consideration in an attempt to capture the opinion of all segments of the customers.
Differentiated on the basis of age, sex, knowledge, residential area etc. all such parameters were taken care of.
The survey was taken on a tablet phone and it was noticed that all the respondents were very quick and tech savy which in turn gave an indication of their high involvement with technology.
The questionnaire put forth to the respondents is as mentioned below

? SAMPLE QUESTIONNAIRE AND ITS ANALYSIS

Carrying out a survey about Digital marketing in order to gauge the percentage of people who are influenced by the same. Information is collected merely for the purpose of the project, confidentiality of the data will be maintained. Thank you for investing your precious time to answer the questionnaire.

1. Have you ever purchased anything online?
• Yes
• No

OPTION RESPONDENTS PERCENTAGE
Yes 84 84
No 16 16
Total 100 100

Analysis- From the above analysis, it is very much clear that most of the respondents, around 84% have purchased commodities online.
The remaining 16% percent respondents have not made an online purchase because they are not sure about the authenticity of the product, they feel the payment mode is not secure and are also not comfortable about sharing personal information with the random sites.

2. What are the different sites you buy stuff from?
• Amazon
• Flipkart
• Snapdeal
• Myntra
• OLX

SITES YES NO PERCENTAGE
Amazon 71 29 71%
Snapdeal 80 20 80%
Flipkart 88 12 88%
OLX 42 58 42%
Myntra 46 54 46%

Analysis- From the above data, it is clearly visible that the respondents have shown eagerness towards companies like Amazon, Snapdeal and Flipkart while companies like OLX and Myntra are yet to win the majority of the audience.

3. Which social websites are you active on?
• Facebook
• Twitter
• Instagram
• Snapchat
• Whatsapp

SOCIAL SITE YES NO PERCENTAGE
Facebook 94 06 94%
Twitter 61 39 61%
Snapchat 86 14 86%
Whatsapp 99 01 99%
Instagram 86 14 86%

Analysis- From the above data. It is evident that the social networking sites have become an internal part of people’s life. The data proves that people are continuously active on these sites and marketing of clothes, apparels, perfumes, headphones etc. can attract an enormous amount of attention.

4. What time of the day are you usully active on social media?
• Morning
• Noon time
• After noon
• Night

ACTIVE HOURS YES NO PERCENTAGE
Morning 16 84 16%
Noon time 20 80 20%
After Noon 12 88 12%
Night 52 48 52%
Total 100 100%

Analysis- From the above data, it is clear that maximum people are active during the night time. The advertisers should market their products at the peak hours in order to capture the maximum amount of potential customers

5. Do you shop for international brands online?
• Yes- 72%
• No-28%

Analysis- It was observed that 72% out of the respondents were glad about shopping the international brands while the others confined themselves to the Indian brands.

6. Are you aware about any brands or malls having sales currently? How did u get to know about it?
• Digital media-77%
• Newspaper-11%
• Magazines-4%
• Radio- 8%

Analysis- It can be observed from the above data that the respondent are more aware about the offers posted on the social websites and the traditional newspapers and magazines have lost their credibility in that aspect.

7. Do you follow any fashion celebrities or blogs online?
• Yes – 64%
• No – 36%

Analysis – From the data it was observed that a decent number of customers are regular followers of famous fashion bloggers. Companies can follow these blogs from time to time and come up with the accessories and fashion updates mentioned on the blogs. The famous personalities include Kylie Jenner, Kim Kardashian, Anusha Dandekar (fiama di wils) and Akanksha Redhu (Fashion ; Lifestyle). Designers like Manish Malhotra, Sabyasachi. Sport personalities like Virat Kohli, David Beckham are famous for setting new trends.
8. How important are virtual currencies like Paytm / Pay pal for you?
• Very important.
• Less important
• Not important

OPTIONS YES NO PERCENTAGE
VERY IMPORTANT 60 40 60%
LESS IMPORTANT 18 82 18%
NOT IMPORTANT 22 78 22%

Analysis – It can be inferred from the above data that customers are getting slightly inclined towards the virtual currencies. However, the rate at which people confide in virtual currency is quite gradual.

9. Do you prefer individual brand sites or all brands clubbed together on a single site?

OPTIONS YES NO PERCENTAGE
INDIVIDUAL 21 69 21
CLUBBED 69 21 69
TOTAL 100 100 100

Analysis- From the above data it was concluded that majority of the Indian customers were comfortable with the sites that catered to various brands. However, a decent amount of consumers believe that every brand should have its own site.

10. How do you usually place an order online?

• Mobile phone – 82%
• Laptops/ PC – 18%

Analysis – It is clearly observed from the data that the respondents are more likely to order their stuff online by using a mobile phone than ordering stuff on laptop and PC. The companies should built user friendly apps that are easily accessible to the customers so as to avoid customer switching. The customers may silently switch to the competitors if they are not able to access information easily.

RECOMMENDATIONS:

It has been observed that the Scope of digital marketing is commendable and has new horizons to explore in the coming time.
However there are a few suggestions that would fill up the loop holes that were discovered during the research methodology process
• People refrained from digital platforms because of cyber frauds and monetary transactional fear. They should be provided secure monetary transactions to boost their confidence.
• Some of the sites do not provide proper customer assistance. This leads to the customer switching the brands. Proper guidance should be given.
• The mobile applications should be user friendly and simple to use. The complications in applications will lead your customer to your competitor.
• Big companies like Amazon, Snapdeal, and Flipkart etc. can come up with a stores department at least one store in every metropolitan city.
• This store may contain all the products available on the site for people to view so that they can check out the authenticity of the product and order the same online.
• It was observed that some people refrained from online shopping due to lack of customer care service. The companies should make sure that they outsource a BPO service in order to keep a check on their customer’s grievances.

CONCLUSION

After the ultimate research and analysis, we have come to the conclusion that the hypothesis considered by (Null hypothesis) holds good.
The dramatic numbers and the amount transacted by the companies in terms of fashion and accessories is in itself a huge transition.
People are willingly buying clothes n apparels from stores online.

The barrier of intangibility has been left far behind owing to the outstanding revolution bought about by the digital platforms.
I t has made both the ends meet with grace and the customers are totally inclined and dependent on fashion stores online.
It is a great platform as in today’s extremely busy life, people do not have to invest their time in going to physical stores. Rather everything is available to them at the click of a button.
The fashion industry amalgamating with the digital marketing has immense potential in the coming time.
It is time for the biggies to allocate the resources carefully in order to extract the maximum possible from the opportunity to come.

F a s h i o n a n d d i g i t a l w o r k t o g e t h e r b r i l l i a n t l y . M o r e b r a n d s a r e b r i n g i n g n e w t e c h n o l o g y t o e a c h s t a g e o f t h e c o n s u m e r j o u r n e y , a n d u s i n g d y n a m i c d a t a i n m o r e c r e a t i v e w a y s t o c a p t u r e a n d c o n v e r t c u s t o m e r s o n l i n e .

BIBLIOGRAPHY

? BOOKS

1) Assail H., Reed P., and Patton M, “Marketing: principles and strategy”, Harcourt Brace, Australia, 1995.
2) Jain S. “Marketing Planning and Strategy”, (4th edition), South Western Publishing Co, USA 1993.
3) Business Statistics, JK Sharma, edition 2005
4) “Digital marketing strategies”, Martin Hollinger.
5) “DIGITAL AGE MARKETING”, Angela Render.

? MAGAZINES
Fortune ; Pitch magazines. Forbes magazines.
Fashion. Vogue. Bazaar.

? NEWSPAPER
The Indian Express. India Today.
? INTERNET Wikipedia
Fashion portals and blogs
https://www.quora.com/What-is-the-Scope-of-Digital-Marketing-in-India
http://blog.euromonitor.com/2016/07/india-fashion-forum-2016-decoding- multifaceted-market.html

https://www.digitalvidya.com/blog/digital-marketing-for-fashion-industry-a-complete-guide/