Votch Digital Strategy (Essay Sample)

Votch Digital Strategy
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Executive summary
Digital marketing is an important aspect of every business and needs to be taken seriously today. Votch is a cruel free company that produces watches and accessories. Behavioral advertising, email marketing, and search advertisements are some of the best strategies to help the organization in its online presence. Some different tactics and actions are sued to help in the promotion of these strategies. The use of influencers is an ideal way to attract more clientele to the business. Affiliate marketers play a role in advertising products giving positive reviews of the products. Promotions and discounts are also ways to attract more clients to the business products. They help attract people to the social media sites and the websites hence increasing the return on advertisement spending. Organizations like Votch need to have a clear set contingency plan and control system that will help the strategy's success.
Table of Contents TOC \o "1-3" \h \z \u Votch Digital Strategy PAGEREF _Toc73202166 \h 4Introduction PAGEREF _Toc73202167 \h 4Situational analysis PAGEREF _Toc73202168 \h 5Evaluation of consumer segmentation PAGEREF _Toc73202169 \h 5SWOT analysis PAGEREF _Toc73202170 \h 5Competitor digital performance PAGEREF _Toc73202171 \h 7Strategy PAGEREF _Toc73202172 \h 8Behavioral advertising PAGEREF _Toc73202173 \h 8Email marketing PAGEREF _Toc73202174 \h 9Search advertising PAGEREF _Toc73202175 \h 10Tactics and actions PAGEREF _Toc73202176 \h 11Control PAGEREF _Toc73202177 \h 14References PAGEREF _Toc73202178 \h 16
Votch Digital Strategy
Introduction
Digital marketing is a cost-effective way of reaching consumers in a timely fashion. This form of advertisement is ideal for marketing in various industries. It is rapidly becoming one of the main sources of customer outreach (Singla et al., 2017). The use of digital marketing forms has helped in the growth of businesses across the world. It enables the reach of global consumers regardless of distance. Through this form of marketing, organizations can expand their markets with a wider consumer base. The use of digital marketing has become an intrinsic part of any organization's life as it helps in advertising and reaching potential clients. Also identified as online advertising, this form of advertisement is necessary for the ever-changing market as it helps adapt to the needs of the consumers. In addition to this, digital advertisement helps in the growth of businesses and their brands as they build on the products and services offered by the establishment. This essay looks into Votch, a cruel-free company watch, the business's digital strategy, the exposure of its products on social media, and the awareness to its target consumers.
Votch already has a digital media strategy in place, but the organization faces multitudes of problems. First, the organization needs an increased exposure on the social media channels which will help encourage the purchase of the items. The current return on advertising spending occurs in the ratio of 3:1. This return is based on the number of returns or purchases noted by the organization through understanding consumer behavior. Second, the organization has a set of new accessories which need awareness. The awareness campaign needs to look into the target customer audience and create campaigns to entice the audience into buying the accessories. This need for awareness and publicity for its products is why the organization needs a new digital marketing strategy to increase exposure and increase purchase intentions.
Situational analysis
Evaluation of consumer segmentation
From the appearance point of view, Votch's design is mainly oriented towards young people. Votch has a variety of materials and colors for straps and dials. Different consumer groups can choose the watch that matches their image and temperament according to their consumption preferences. However, most Votch products remain between 100-180 pounds (Votch 2021). Thus, Votch did not segment consumers to different classes from the price. Furthermore, Votch has not achieved the goal of attracting more young consumers from the social platform. Therefore, digital marketing activities are also an important key to maintaining consumer relations for Votch.
SWOT analysis
Strengths：Votch is a cruelty-free watch company which is based in the UK. In recent years, the company has maintained an environmentally friendly development. For example, all watches and straps are certified vegan. Furthermore, with every order purchased on the website, Votch plants a mangrove in Madagascar (Votch 2021)! Also, Votch recycles new watches (any brand, any condition) and provides a 15% discount on the next purchase of Votch (Votch 2021). At the same time, the brand has a good sense of social responsibility; 10% of each sale goes directly to a nonprofit that rotates ( Unicorngoods 2021). Through years of hard work, Votch has also gained some reputation, won the PETA "Best Men's Watches UK Best Watches France" awards and UNICORN GOODS "Best Vegan Watch Company Best Vegan Product (Consumer Choice)" awards (Votch 2021). More importantly, all watches can be customised to customers' requirements, thanks to the Votch innovative quick-release strap system (Votch 2021). Besides, Votch uses reasonable prices (£100-£180) and appropriate discounts (20%) to win people's love (Iamfy 2021).
Weakness: The ever-changing social environment makes people's needs for watches more diverse. Therefore, Votch is facing some problems. For example, the brand's design is too simple and no additional features. In addition, with the emergence of smartwatches such as the Apple Watch and Garmin, people's needs for mobile payment, health monitoring, and smart calls have gradually been met. More young people in the UK are more inclined to smartwatches (Chambers 2013), which leads to the squeeze of the traditional type of watch market space.
Furthermore, Votch's marketing is not efficient. The brand does not have a well-known spokesperson. In addition, many social media platforms have fewer followers, such as Facebook and Instagram (Votch 2021). Under this circumstance, the brand cannot transmit the brand concept to consumers and get feedback from customers on the product for the first time.
Opportunities: Votch used vegan leather in line with future consumer trends. Votch's concept of sustainable development can attract not only vegetarians but also consumers who are concerned about animal welfare. Environmentally friendly products are in line with future consumption trends. Consumers pay attention to animal welfare due to the "intensification of agricultural animal production" (Harper and Makatouni 2002). Consumers are more willing to buy products where animals are treated humanely during the production process. As for accessories, Votch's interchangeable straps can increase sales of accessories. In modern life, the watch is not only a tool but also an accessory. Votch can develop different styles of straps to make the watch more fashionable. Encourage consumers to buy accessories by increasing watchband styles. Also, It can promote the sales of bracelets and encourage customers to match bracelets with different styles of straps.
Threats: During the pandemic, people's income has been affected, many countries, including the United Kingdom, have implemented lock-down measures, and consumers' social activities have been reduced. UK consumer spending on jewelry and watches has shown a downward trend, from 8218 million pounds in 2019 to 6547 million pounds in 2020 (Statista 2021). Consumption downgrade will affect the sales of Votch.
Competitor digital performance
From the perspective of brand positioning and product price, the main competitors of Votch are the Swedish watch DW and the British watch brand Aubry (Watches market research, market share, and trends analysis. 2021). With reference to the data and activity of Votch's social platform, Votch still needs to make progress in digital marketing. At present, Votch has only more than 3,000 followers on Facebook and about 19,000 on Instagram (Votch 2021). Moreover, it can be seen that the activity of Votch on social platforms is relatively low, with less than 100 likes or comments of each post. Compared with Votch's competitor DW, there are almost 5 million followers on Instagram. Each post has an average of 20,000 likes.
Meanwhile, there are 1.65 million followers on Facebook. (Daniel Wellington 2021). Otherwise, on Tiktok, a social platform that Votch did not pay attention to, there are more than 5.7 million views under the hashtag #danielwellington (Marketing Case Study: Daniel Wellington Social Media Strategy - KD. 2021). Therefore, it can be argued that DW is very active on various social media platforms, and it also maintains good interaction with consumers. Although there is still a certain gap between the performance of Votch and DW in digital marketing, DW is much better than Votch. Therefore, DW can be used as a digital marketing study case and may help Votch make progress and develop digital marketing. However, another competitor Aubry has the same situation as Votch, even worse than Votch (Aubry Watches - Cruelty-Free Vegan Leather Watches. 2021). Therefore, from the perspective of social media, Aubry's digital marketing performance needs substantial changes and improvements to increase brand awareness (Aubry 2021).
Strategy
Based on the situational analysis of Votch, there are three different types of strategies that will be ideal for the organi...