Digital Marketing of Splash Fashion

Question: Discuss about theDigital Marketing of Splash Fashion. Answer: Introduction Digital Marketing is the most technologically ameliorate method to reach out to the consumers. It is seen as the most efficient way to conduct and expand a business. The concept of digital marketing has evolved into a new dimension since its first implementation in 1990s (Fulgoni Lipsman, 2014). Consumers can be targeted by optimizing strategies like search engine optimization, e-commerce, display advertising, marketing in social media and even through mobile phones (Thoring, 2011). Splash, the well established fashion company of UAE has been using this approach to expand their business. Through this essay an evaluation of this fashion industrys performance after digitalizing their product portfolio has been portrayed. The chosen organization Splash has been into commerce since 1993. It is a division of Landmark Group, the popular retail conglomerates in Africa, India and Middle East. The company at present has branches in 14 countries and are trying to reach out the global customers (Fashion, 2016). Before implementation of digital marketing only the people who resided in that location could get access to the products. The first and most important benefit received from bringing the company on digital platform is that now it can reach out to customers worldwide. In a report it has been found that social media and digital marketing has played a major role in empowering the companies to enhance their business. (Powers, 2012). Before plunging into digital marketing, the company must follow few simple strategies like: Setting Goals: It implies finding out the target that the company wants to achieve, like target more customers, target to move ahead of competitor and target to get more recognitions. Our chosen apparel industry targets to expand its customer portfolio by offering wide range of collections for their customer. But in recent times Splash fashion has been facing a cut off in their share of profit. Market Funnel Creation: A company who expertise in creating a good market funnel is expected to face lesser risk. It involves tracking the expected moves of the consumers and implementing strategies likewise. Call-to-Action: It is a way to channelize customers into the companys page to collect information. Call-to-Action is conducted by sending text or picture messages to customers and influencing them to visit certain website through given links. Traffic optimization: By ensuring keyword strategy, use of social media, quality contents and website optimization a digital marketing strategy can aim their targeted customers towards themselves. Splash fashion used the social media like Facebook, Twitter, etc to reach out to their customers while they are busy socializing (Thoring, 2011). It can be concluded that the company has achieved success by spreading out to global customers via an easy to use, well organized online portal. It has also conducted fashion shows and uploaded it on internet for the customers to spread product information to them. It has bagged the award titled Most Admired Marketing Campaign in 2011 and the Dubai Lynx Award in 2014. Earning the Powerbrand Award consecutively for 4 times in 2013 in it-self proves the success of this company in digital marketing (Fashion, 2016). References: Fashion, S. (2016). Splash - In love with Fashion. Www2.splashfashions.com. Retrieved 2 December 2016, from https://www2.splashfashions.com/in/en/about-us Fulgoni, G., Lipsman, A. (2014). Numbers, please: Digital game changers: How social media will help usher in the era of mobile and multi-platform campaign-effectiveness measurement.Journal of Advertising Research,54(1), 11-16. Powers, T., Advincula, D., Austin, M. S., Graiko, S., Snyder, J. (2012). Digital and social media in the purchase decision process.Journal of advertising research,52(4), 479-489. Thoring, A. (2011). Corporate tweeting: analysing the use of Twitter as a marketing tool by UK trade publishers.Publishing research quarterly,27(2), 141-158.