Digital Marketing Strategy by Tanusree Karthikeyan

Digital Media Strategy Tanusree Karthikeyan

What to expect? Presentation flow ABOUT THE BRAND BRAND GUIDELINES PHASES OF CONTENT DEVELOPMENT CONTENT STRATEGY PHASES OF DIGITAL MARKETING STRATEGIES CHANNELS OF MARKETING

About the Brand

Rare is a private label and exclusive E-commerce fashion mono-brand with a vertical brand extension and product diversification through unique designs.

WHAT WE AIM TO BE?

WHAT SETS US APART?

Rare aims to provide an sustainable, approachable, positive and friendly outlook as a brand. Content must have a customer-centric build and perspective making us the best clothing brand in India with international presence. Our aim is to be an inspiring , contemporary young fashion brand , delivering exceptional value and great online customer experience.

Passion drives our action, We help our customers to express their emotions and realize their dreams through the way they look and feel. By using design to stand out the extremely competitive and crowded market, we create an aspiration for our affordable fast fashion brand which is at par with any top-notch international brand.

Target Audience

The target audience is mainly composed of men and women, 1835 years of age, with mid-range incomes. The target customer is very fashion-forward and trend-conscious, residing in the metropolitan, urban and suburban areas. These customers are either shopping for themselves or for their children. This target market is sensitive towards having the most up to date and fashionable clothing and accessories but at an affordable price. They are also interested in a variety of activities like watching movies & tv-series, sports, partying and so forth.

Brand Guidelines The goal is that we could have ten different people working with the social content and community management, but the look and voice must stay consistent and the engagement to be felt seamless to our audience. Brand image: Millennial styles and sustainable fashion with integrity to be driven by the community. Brand voice: Our brand voice and tone must be crisp, heartfelt, engaging and fun. The tone at which we deliver content is required to be exciting and refreshing. Imagery and iconography should be minimal, simple and clean. Imagery can be stylish, trendy and classy.

Maintaining Exclusivity How to stand out from the crowd?

Brand colours, typography and logo alignment plays a very important role in standing out from the overcrowded population of social media. Consistency must be upheld with the above factors along with the frequency of the content and brand updates.

Phases 1 & 2

Phase #1 CONTENT STRATEGY

Digital content Video content

Content Creation

Copy writing Ideation

ACTIVITY

Digital creatives

Content strategy 01

INSTAGRAM

YOUTUBE

FACEBOOK

Content must be targeted to different niches. customer-centric reposts, reshares must be done in order to stay active and build community. Trendsetting and trend forecasting is an essential part in this process.

Consistent updates, relatable and relevant content must be uploaded to build a massive audience. Trending keywords and questions must be properly addressed to the audience. Providing quality content at the right quantities is essential for growth.

Driving traffic, call to action etc.. must be navigated through Facebook for better footfalls. Live interaction with audience. Community building with Facebook groups is a great avenue for building a loyal customer base.

Content strategy 04

SNAPCHAT

E-MAIL MARKETING

Snapchat lets us approach the power of augmented reality earlier than our competitors. Snapchat has a huge audience base with an average engagement of 3-6 times per day by every user. Using snapchat stories and discover feed we could gain a personal and secured audience base.

Adding a personal touch in a formal mode of communication can bring a sense of importance to customers. Constant alerts, reminders, newsletters, referral codes etc.. can be sent through this mode of communication. Follow up messages regarding wishlists, cart abandonment etc.. can bring in more purchases.

Re-purposed Content Strategy

TWITTER

QUORA

To be used to start conversations, collect opinions and update about upcoming information related to the brand such as product launches, offers etc..

Can be updated with repurposed content from Instagram and Snapchat. Fashion tips, hacks and launches can be posted in video format. Work in progress, illustrations can also be updated in this platform.

A professional setting requires curated content from different platforms, Formal wear can be exhibited here along with motivational and empowering community culture.

Answering questions related to fashion on question and answers websites that boost the SEO score and keyword ranking. Providing youtube hyperlinks to these answers also gains us a new set of audience base online.

Phase #2

MARKETING STRATEGIES

Objectives

Defining clear goals and objectives for social media posts Brand awareness Driving the engagements into website trafffic Lead generation campaigns Search engine optimisation

Distribution Channel

Rare is an E-commerce only private label brand that has 70% of its marketing activities to be held online and 30% of marketing activities to be in a traditional marketing manner targeted directly to customers. The marketing distribution channel mainly comprises of B2C (Business to customer) and D2C (Direct to Customer) through online mediums of communications. Other offline modes of marketing include holding campaigns, sponsoring events and engaging customers with pop-up stores.

Channels of marketing

SOCIAL

CONTENT

OTHERS

- Facebook

- Search engine optimisation

- Website blogs and

- Podcast marketing

- Instagram - Youtube

- Snapchat - Twitter

- Linked in

- Google ads

- Keyword utilisation

- Link building Hyperlinks from trustworthy sites

newsletter

- Review marketing (Quora)

- OTT marketing

- E-mail marketing

- offline campaigns

- influencer marketing

SOCIAL MEDIA

TYPES OF CONTENT ON SOCIAL MEDIA

Product showcasing

Contests, competitions and giveaways

Festive/ occasional content

- New product arrival

- Quizzes, challenges,

- Specialised content

- Statement styles - Trending outfits

-Seasonal/Collection wear

- lucky draws

-follow to win - AR filters

- Hampers

for christmas, father's day,

valentines day etc..

interactive and engaging posts

Descriptive/ Blog oriented content

- question stickers,

- Tips

interactive posts etc..

- season based

carousels, polls,

- How to's content

- styling basics,

details and tricks

Facebook marketing ads Grabbing the attention of your audience is more difficult in a virtual environment. Hence we have to make our ads to stand out by following brand guidelines.

Facebook ads - insights

- Minimal outlook - Classy and edgy looks based on target audience - website links and traffic - Lead ads - Instant experiences ad - messenger ads - story updates

instagram insights - Fun and interactive - informative and insightful - colourful, edgy and bold

Types of content - Generic posts and videos - stories - igtv - reels - guides - Carousel posts

Instagram sponsored ads - Carousel ads - igtv ads - reels ad - story swipe up links and video ads - sponsored video ads - ads through dm

Youtube content insights - Engaging - Consistent - Community driven - Trend oriented

Types of content - Channel trailers - Videos - Community tab - photos, polls etc.. - Youtube shorts - Keywords and tags

Youtube marketing ads

Snapchat content

Snapchat sponsored ads

- Behind the scenes - Trend oriented - personal and real - Takeovers - Series / episode based - Tips and tricks

Types of Content

As of the third quarter of 2021, photo and video sharing app Snapchat had 306 million daily active users worldwide.

- stories - spotlight (reels) - chat based engagement - AR filter

India had the biggest Snapchat user base in the world, with an audience of 115.95 million users.

Twitter Content - Current affairs in the fashion industry - Trend oriented participation - engaging and responsive - relatable conversation starters - product launch info - announcements

Types of Content - posts and videos - GIFs - polls - hashtag promotions - retweets

Twitter promotions

LinkedIn Content - Company achievements - employee testimonials and achievements - recruitments and promotions - B2B and B2C marketing - festive based content

Types of Content - overview : about, company size, headquarters - posts : images, videos, documents, articles - job alerts - Life : employee content reposted - Hyperlinks to Twitter and facebook

LinkedIn sponsored Ads

Search engine optimisation SEO is important for greater searchability and visibility. Key objectives: - Brand awareness and visibility - Increase website footfalls and traffic - Keyword ranking - Increase in revenue - Accessisibility

Google ads Google ads allows you to create online ads to reach audiences that are interested in the products and services you offer.

- Google Adwords

- Google shopping ads

- Google Display ads

Keyword utilisation

Keywords connect a user with what they may be searching for and the information that a business provides about its products, services, benefits and promises. Apart from search utilisation of keywords and tags is applicable to social media engagements and website purchases.

Keywords must be: - Trendy - Relevant - seasonal/occasional - basic and simple

Link building Link building is the process of acquiring hyperlinks from other websites to your own. It's important to have hyperlinks to your site from trustworthy and popular websites or blogs which have a stable and substantial amount of website traffic. Affliate links from social media sites also play an important role in increasing the website traffic and converting them into sales.

CONTENT

Blogs & Newsletter Blogs provide the perfect platform to strengthen your SEO strategy. However the content aspect of blogs are equally important to engage and educate audience/ prospective buyers. Blogs should be having consistent views and a ROI in the form of revenue through product links & newsletters subscriptions. Through newsletters we can share relevant and valuable information with the network of customers, prospects and subscribers. Newsletters give you direct access to your audience's inbox, allowing you to share engaging content, promote sales and drive traffic to your website.

Forum Discussions

Review Marketing Populating relevant and positive reviews at apppropriate frequency helps the business to improve as well as boost the SEO score.

OTHER MARKETING CHANNELS

Podcasts are audio based content. Podcasting started as mostly an independent way for individuals to get their message out there and build a community of people with similar likes and views.

Podcast marketing

India is the third largest consumer of podcasts (after the US and China), with 57.6 million monthly listeners. The top podcast platforms include : - Anchor - Spotify podcasts - Apple podcasts When you want to connect with customers on a more personal level , sound allows the listener to hear the emotion behind your words. The podcast can become a key tool in the digital marketing strategies of companies.

37 Top OTT marketing services available in India: - Youtube - Disney+ Hotstar - Zee 5 - MX player - Voot - Sony Liv

OTT Marketing OTT stands for “Over The Top” and refers to any streaming service that delivers content over the internet. OTT marketing is the delivery of ads through online video streaming. OTT enables you to provide your users with customized entertainment based on their preferences.

E-mail Marketing E-mail marketing is important for building relationships with prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them.

Stages in E-mail marketing:

Other important communication: - Welcome Emails

- Review Request Emails

- Cart abandonments

Offline Marketing Offline marketing gives you a wonderful opportunity to establish a good relationship with customers. This will increase customer loyalty. Types of offline marketing: Billboard ads Live demonstrations Guerilla marketing Direct mail Telemarketing Print Ads

Influencer Marketing Influencer marketing reinforces your brand's reputation and fosters your credibility. Moreover, partnering with influencers allows you to gain the trust of their audience. In the long time, this is the perfect tool to grow an army of loyal brand advocates. It aids you to amplify brand awareness and earn more revenue.