Digital marketing plan Globatex website
Document Type:Business Plan
6-7 III. Target audience……………………………………………………………………8-9 Psychographic composition of target audience………………………………………. 9 Demographic composition of target audience…………………………………………. 10 IV. Content creation strategy ………………………………………………………11-12 V. Even though parties and runway events still remain in the forefront of fashion marketing, the current marketing strategies have taken a new direction due to the new set of expectations of consumers. Due to the force and the aim to meet the expectations of shoppers, brands have now de-underscoring conventional print and in addition communicate for computerized and online campaigns for marketing purposes (Kowalski, 2012). I will focus on developing a website which will display different marketing trends and changes in the fashion industry, I will call it Globatex. This website will focus mainly on offering information related to the changes and trends in the fashion industry through printing articles about the trends and the changes, providing appropriate style guides for different fashion brands, and providing videos demonstrating how different fashion brands can be made effective.
Therefore, my website will be a kind of a channel for small business owners and marketers of fashion brands to learn how the changes in the fashion industry and how they can enhance their products. • Globatex will also ensure to give runways on Instagram with the aim of increasing the websites awareness and also the size of the community accepting the content of the website. This and other strategies will be used to ensure the Globatex website increases its awareness and gains the loyalty of these small business owners and marketers of different fashion brands upon capturing their attention. These will be the main audience for the website and thus it would be important to ensure they are attracted with the help and content from the website through the above mentioned strategies.
The main benefits Globatex brand will offer to its visitors are offering guides on how to increase the usefulness of different brands, and free product descriptions of how small business businesses and fashion marketers can attract a large customer base. II. Additionally, Globatex will consolidate the contact data into the mail champ account and set up a sing up to the website for the purpose of capturing new prospects. Besides the email campaigns the website will use low cost or no cost at all promotion tools like Google merchants, Google AdWords, and also Google Places. Google merchants will be aimed at increasing the presence of the website by generally feeding the website’s services and features into Google Shopping to enable many small business owners and fashion marketers view our content and learn how make their brands effective.
Globatex will continually conduct low-cost Google AdWords campaigns at all the key events in the websites calendar. Lastly, Globatex will use search engine optimization with the aim of driving more organic traffic to the site. The psychographic composition of the target audience. The psychographic information includes the buyers, behaviors, habits, hobbies, values and also their spending habits among other behaviors. The psychographic information explains why the buyers buy that particular service or product (Meredith, 2013). Below are some of the psychographic information about the Globatex website target audience: • The website will focus more on fashion marketers who market brands that are concerned more on appearance as it will offer information on all the latest fashion changes and the current trends on these designs.
• The information will also target people who value quality over the economy. This is because small business owners and fashion marketers between that age group are more are likely to be interested more on the current market trends and changes through the Globatex website compared to the young age groups. • Location: The website will target small business owners and marketers of brands from different parts of the United States. • Income: Globatex website will focus more on people with incomes of approximately $150, 000-plus as they are likely to be interested on the information offered by the website and advertisements compared to people with low incomes. • Marital status: The website will target married people who have children as they are likely to remain stable in business and thus they are likely to rely more on the information provided by the Globatex website.
Figure 2: Primary target audience persona IV. Generally, referral making happens to be a marketing channel that is highly under-utilized and thus, Globatex will take this change and gain competitive advantage through the creation of a friendly referral system for its visitors. In most instances, visitors to the website may want to tell their friends and family members about the website, but without an effective way to do so, they may not do it. Thus, the friendly referral system will help the viewers refer their friends and family to our services thus promoting it (Si Quan Ong, 2017). • Second, the website will use conscious, targeted and inclusive advertising. Basically, there is always the need to understand the social phenomenon and the important moral associated with inclusivity.
Globatex will take this time to compose and put together information related to industry trends interesting to these small business owners and fashion marketers, and write the contents of the online and offline magazines. Additionally, time will be spent running giveaways and recording them on videos to upload for visitors on Instagram. More time will be spent creating and strategizing Facebook Ads which are more appealing and conveying the information of the different trends for visitors. Therefore, the element will go live after a period of approximately 6 months. Each element will be posted for a period of 1 month and then taken down at the end of the one-month period to allow the website to upload new content for its visitors. • Additionally, the success of the website will be determined by the total web visits and the pages viewed by each visitor per visit.
More web visits and pages viewed per each visit will indicate success for the website. • Lastly, the volume of web blog subscriptions and the number of new small business owners and fashion marketers who view the content of the website will be used to determine the success of the website. This is one of the objectives set for the website and thus if the website manages to attain high levels of web subscriptions and attract more and more fashion marketers to view the websites content, then it’s an indication of its success (Chaters, 2011). All the information regarding web subscriptions, site visits, visits per page, magazine and article downloads, and also video downloads will be retrieved from the websites by looking at the performance of each element.
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