Integrating Facebook, and Twitter in digital Promotion (Essay Sample)

MARKETING
Name:
Institution:
Marketing
Introduction
Digital advertising is a marketing technique that aims to use internet and related sites such as social media to create awareness to clients. The aim of digital promotional strategy is to identify opportunities and challenges in the local fashions exhibition and provide solutions leading to overall business profit. The strategy also focuses to meet the needs of the teenagers and youths in the area by providing an interactive segment where they can communicate with fashion sellers from any location. The strategy targets to deliver the goals and vision of the fashion exhibition by educating and engaging employees in the daily running of the business (Moriarty, Mitchell & Wells, 2012). The advertising strategy success will be measured by the increase of market exposure and increase of customers’ knowledge of the products. Digital promotional method is vital for small businesses because it reduces service costs and adds value to the business brand online. These benefits will eventually lead to growth of business objectives, clients retention and clients acquisition. Websites, facebook and twitter are effective digital promotional strategies for small businesses.
Description of the small business
The digital promotional strategy targets a real local small business that majors in selling teenager and youth fashions of all genders. The business stocks both local and foreign products, aiming at the modern fashion. Currently, ladies dresses are the most moving items in the area hence most of the businesses stock is dresses. The dresses colors and designs range from African to western designs which make the business to be a hub for different customers with different tastes. However, the business has not created enough awareness of their product to attract more customers and retain the existing ones. One challenge I met is that the shoe shelves are always stocked with the same fashion varieties. From a research I carried out I found that most people prefer buying shoes from other shops, reason being other shops have different varieties to choose from. However, from my research I realized that the shoes were not well displayed. Though they had numerous varieties, the display shelves would only show three or four different designs out of almost the twenty varieties present in the shop. Additionally, only the flat shows were in the front display and most of the shoppers preferred high heeled shoes. Most of the young people shopping in the shop aimed at party attires hence they would be attracted to elegant, modern, unique and bright colored clothes. The exhibition has five shelves. The first shelf stocks men wares like trousers, T-shirts, ties and jackets. The second shelf is fitted with men shoes ranging from official casual shoes, official shoes and sandals. The third shelf has ladies ware like skirts and dresses from all designs and colors. The final shelf is in the horizontal front line of the shop which is used as a display. It consists of all, varieties of items stocked in the shop.
2. Target market
The promotional technique is aimed to capture fashion shoppers between ten and thirty years. These people have the potential to buy more fashions because they buy goods depending on populace of fashions. The young teenagers between ten and twenty years who depend on their parents to buy these items are much convincing forcing their parents to buy what they had not planned for. Some of them also prefer being awarded a shoe or any fashion present in their memorial days such as birthdays. Hence, they form a large portion of customers’ target. Young youths between twenty and thirty are also best targets because most of them are working and do not have many things to take care for such as families. This is a stage where everyone wants to be the best fashion mania. Targeting this group is much advantageous because they are charismatic; attracting their friends when they realize a certain product is good for them. Furthermore, this group spends more than what they save depending on the attractiveness of a product. For example, Young girls will prefer wearing dresses they saw from a TV presenter or an actor who happens to be their role models.
3. How the small business uses social media and the internet to reach its target market
The local business has been using social media to create awareness for their products mainly faceboook. In few occasions, it uses twitter which reaches more office workers accessing the sites mainly via their computers and ipads. . On the other hand, facebook has more school going students who access the sites via their phones. As Moriarty states, some business brands are not known while others are unfamiliar of how to convert the awareness of the products to sales (Moriarty et.al, 2012). Yet other business does not know how to encourage their customers’ advocacy. Therefore, it is important that the internet and social media platform be mended to capture all customers. It is also worth noting that different consumers have different needs hence different approach methods. Immediately the social media channels were invented, businesses refrained from using the medium to promote their brands because it was seen as a fun and that no serious business could be made out of it. With time, as more people learned about facebook and twitter, it has become the best site to market brands and products. However, in this local business, they have not intensively explored website promotional channels such as pop up ads in the most visited websites. Instead, they have the website channel which is updated only once in a month. As a result, customers’ visit the site when they prospect that there may be some new information added in the websites. The site contains business location, contact information and stock products information. Though the business was involved in social media marketing, the site was not active. There was no one to keep the clients updated, simply because they never figured that the sites can increase their sales.
4. Website Designing
A website design should be attractive to all range of customers because it can determine whether they will explore the page further or not. The fonts of the website can be Times New Romans because they attractive and not so much flashy. The website can also have cool and shiny colors that are exciting to anyone accessing the website. The website can have adjustable sizes so that by using the zoom tool, one can view the pages well depending on the preference or eye sight strength. It may also include navigational keys to enable the viewer to change the tools view from horizontal to vertical and vice versa (Weber, 2011). A section where the customers can leave their comments is necessary so that the business manager can understand what their customers want. Additionally, the website can feature more images so that when the customer gets the information of the products, he/she can find the object and make the right decision.
5. Developing a successful social media strategy
A successful social media strategy is one that provides the customers with all information they need to know as well as an interactive segment where they can ask questions and recommend any new fashions they would want. It is necessary to first educate customers on how they can use the social media to make more purchases and save their expenditure (Shankar & Carpenter, 2012). For example, facebook clients save time of selecting the products they want to buy because they already have an idea of what they want to buy from the photos posted in the site. After the customers understand the importance of the social media, it I important to have a dedicated person controlling the facebook and twitter accounted that was created. This person will be responsible for updating the pages daily as well as answering their questions from the media.
6. Integrating Facebook, and Twitter in digital Promotion
Soc...