TASK 2 -VIABLE APPROACHES

 

VIABLE DSM APPROACHES ADVANTAGES + DISADVANTAGES – PRORITY JUSTIFIED
Search Engine Marketing (SEM)

The process of gaining visibility through the use of paid or unpaid advertising.

Run PPC campaign for the relevant search terms.

SEO Optimisation – optimise the content in order to gain a higher ranking on the platform.

 

+ Increased brand visibility dues to a higher ranking.

+ Directly targets consumers in the market for specific goods.

+ A high search volume – higher sales.

+ Search is the most popular platform for locating information.

 

+ Lowest cost per customer acquisition.

 

Costs associated with a promotional campaign.

Requires adapting regularly – Google Algorithm updates on a regular basis. Google do not publish all of their Algorithm changes to the public making change difficult to adapt to.

 

 

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1st

Priority

Social Media Marketing (SMM) The process of gaining traffic through the use of social media sites.

Increased consumer engagement and social presence.

 

Social advertising – Promote PB with paid advertising on social networking sites

+ Opportunity to engage and interact with the audience – provides a better consumer experience.

+ Improves organic ranking.

+ Can improve brand loyalty and gain trust.

+ Increases brand awareness and overall brand visibility.

Requires plenty of time and monitoring.

Trust privacy and security issues.

Risk of complaints/negative comments.

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2nd

Priority

Content Marketing: Content marketing is marketing of which creates and distributes relevant information to attract acquire and engage consumer action.

Blog – Create and share interesting content about vintage clothing.

+ Quality content increases traffic and SEO.

+ Increases conversion rates.

+Blogging increases search engine traffic.

Hard to measure Return on Investment (ROI).

-Time consuming.

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3rd

Priority

Mobile App:Software application made specifically for smaller hand held devices.

Means consumers can engage with the brand and order clothing all through one platform.  

 

+ Easy to use.

+ Stand out from competitors.

+ Direct marketing channel – push notifications strengthen the relationship between consumers and a brand.

Costly to build.

Labour intensive – integrating the app with preferences, local settings and notifications can be a task.

 

 

Disregarded

 

Justification

SEM – 1st priority:

SMM – 2nd priority:

Content Marketing – 3rd priority:

Issues/risks

Chosen:

Peter Charles Roberts: 12095735

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