-Viral Marketing

-Mobile Marketing

-Radio & TV Ads

-Electronic Billboards

-Search Engine Optimization

-Pay Per Click

-Social Media Marketing

-Content Marketing

-Email Marketing

These include:

-Increase Brand Visibility

-Improve Customer Engagement

-Increase Sales

-Enhance Customer Experience

-Numerous Channels

-Cost efficiency-minimal upfront costs

-Accessible

-Quantifiable results

-Easier Personalization

-More connection with customers

-Easy and Convenient conversions

-Print Advertising: Newspapers, Magazines, Brochures

-Broadcast Advertising: TV Commercials, Radio Ad's

-Direct Mail: Postcards, Catalogs

-Outdoor Advertising: Billboards, Transit Ad's

-Telemarketing: Cold Calling

-Event Marketing: Trade Shows, Exhibitions

Digital Marketing

-Search Engine Marketing: PPC, SEO

-Social Media Marketing: Ads on Facebook, Instagram, LinkedIn

-Email Marketing: Newsletters, Automated Campaigns

-Content Marketing: Blogs, Videos

-Online Advertising: Display Ads, Influencer Marketing

-Affiliate Marketing: Partnerships with other websites or Influencers

-SEO involves creating high-quality content that answers the questions and needs of your target audience, using keywords that match their search queries

-SEO also involves building links from other reputable websites that vouch for your authority and trustworthiness

-It helps to raise awareness of solutions and educate consumers about a product or service

-Content marketing can use blogs, videos, ebooks, newsletters, social media posts, and more

Businesses can not only showcase their products or services but also engage with their customers on a personal level.

-It can be a promotional tool to inform email subscribers of new products, discounts, and other services.

-Essentially, you're paying for targeted visits to your website or landing page or app.

-SEO involves creating high-quality content that answers the questions and needs of your target audience, using keywords that match their search queries

-SEO also involves building links from other reputable websites that vouch for your authority and trustworthiness

Introduce customers to the product or service. This stage is about making potential customers aware of what your brand has to offer.

-Organic Social Media posts that introduce your brand, products and services

-Educational blog posts that prospects can easily find when using search engines to find solutions.

Consideration:

Customers evaluate different options. They compare your product or service with competitors and look for more information

-In-depth guides that compare your product or service to the competition.

-Case studies that share product experience from a customer perspective.

Purchase:

Decision Stage: Customers make a purchase decision. They choose to buy your product or service over others.

-In-depth guides that compare your product or service over others.

-Case Studies that share product experience from a customer perspective.

Retention:

Retention Stage: Nurture and retain customers post-purchase. It involves maintaining engagement, encouraging repeat purchases, and building loyalty.

-Live chat for customer support throughout the buying process

-Email marketing sequences that help customers get more value from your product or service

Loyalty-Advocacy

-Discounts, special offers, and sneak peeks of new products or services

-Loyalty programs that encourage customers to refer friends and family

This is the most cost-effective method to reach customers, that's why it's important to understand who they are so we only contact the people who might be interested in our product.

-Use personas across all departments not just marketing, but also product development, sales and customer service

-Ensure that personas are based on real data, not assumptions or stereotypes.

-Personas should evolve as the market and customer preferences change.

Sales Data- What products are they buying, how much do they spend on average, how often do they shop, their return patterns, where they live, how do they buy (cash, debit or credit card), in-store or online.

Social Media- How are customers styling the products, what are they saying, positive/negative?

This will benefit the company as it exposes new and existing customers to products that they might not have seen or purchased. They will also be able to explore different shades and colour tones of specific products and purchase them. if they choose to purchase any items with the discounts they have received the app will also have a shop product page where they can buy all the items used in the game, this will increase customers and purchases for Fenty Beauty.

• Website visits by 108%

• Website browsing time by 30%

• Boosts website comments by 13%

• Increases social sharing by 22%

• Increases content discovery by 68%

• Higher engaged users are more likely to return.

We can make this specific by specifying the target audience or channel you aim to use

M-Measurable

Objective: "Increase sales by 10% within the next three months"

A- Achievable

Is the objective achievable within the time frame?

R- Relevant

Is the objective relevant to the wider business goals?

T- Timebound

What is the time frame you are setting to achieve the objective?

Gamification can sometimes manipulate users into spending more time or money than they intended.
They might include features such as addictive game mechanics or in-app purchases.

Data, Privacy & Security

Apps can collect data containing detailed user behaviour to personalise experieneces.

Businesses must ensure that data is used ethically and with the users informed consent.

Inclusivity & Fairness

There is potential for gamification to exclude certain groups of people or create unfair advantages. For example, leaderboards might demotivate lower-performing users

Psychological Impact

Exploiting the "Fear of missing out" (FOMO)

to drive engagement.

Businesses should find ways to encourage engagement without causing undue stress or anxiety.

To Improve Duolingo I would:

• Allow consumers to be able to set certain days and times in which they interact

• Use more encouragement rather than manipulation to get people to use the app.

To improve I would:

• Use fewer reminders to tell people to exercise and allow people to complete it on their own accord

• Use less toxic ways of displaying progress (Remove calorie indication from home screen)

It's important to be transparent with users about how their data will be used and obtain clear consent for their data collection and usage.

User Centred Design

Gamification elements should be designed to prioritise the users well being and avoid manipulative or addictive mechanics.

Inclusivity

Gamification strategies should be inclusive and accessible to a diverse audience, considering factors like age, culture and ability.

Balancing Engagement and Ethics

Explore strategies that balance ethics and engagement such as setting limits on the use of certain game mechanics or offering opt-out options

Loyal customers are likelier to engage with the brand, recommend it to others, and exhibit higher lifetime value.

Loyal Customers tend to make more frequent purchases over time, increasing the revenue generated from each individual.

Lower Marketing Costs

Retaining an existing customer is significantly cheaper than enquiring a new one. Retaining loyal customers reduced the need for aggressive marketing campaigns aimed at new buyers.

Positive Word-of-Mouth

Loyal customers often become brand advocates, promoting the brand to their network, and resulting in organic growth through referrals.

Customer Resilience

Loyal Customers are more forgiving when brands make mistakes and are less price-sensitive, meaning they are less likely to be swayed by competitor's promotions

Customers become aware of the brand

Nurture

Customers enter a relationship with the brand

Reward

How does the brand engage with customer post-purchase, e.g customer service, product quality

Repeat Purchase

Satisfied customers continue to buy, creating a loop of long-term loyalty

Consumers repeatedly buy a product, but this may be driven by habit or convenience rather than emotional connection (e.g. purchasing a product due to ease of access)

Attitudinal Loyalty

This is based on a deeper emotional connection and trust in the brand, making customers less likely to switch even when competitors offer cheaper alternatives.

Personalised Offers

Social Sharing

VIP Programme

Exclusive access

Challenges

Limited Time Offers

Loyal customers are likelier to engage with the brand, recommend it to others, and exhibit higher lifetime value.

Market Positioning: It helps determine your competitive positioning, allowing you to decide who to differentiate your products or services.

Risk Mitigation: Identifying competitive threats enables businesses to develop risk mitigation strategies.

Product Development: By analyzing competitor's products, you can identify gaps in the market and develop products that meet unfulfilled needs.

Pricing Strategies: Understanding how competitors price their products helps set competitive prices.

Marketing Campaigns: It informs the design and targeting of marketing campaigns, ensuring they effectively reach and resonate with the target audience.

Continuous Improvement: Encourages ongoing improvement and innovation to stay ahead or catch up with competitors.

Market Entry Strategies: Decisions regarding entering new markets or customer segments are influenced by competitor analysis.

Strategic Planning: Essential for crafting a robust strategic plan that aligns with market realities and competitive pressures.

Types of competitors include:

• Direct: Offering similar products

• Indirect: Different products with some overlap

• Potential: Companies that could enter the market.

• Sells similar products and services

• products are of comparable quality, value, and price point

• Has the same ideal customer

Indirect

• Sells different products and services from the same category

• Products may be at a different price point, but could serve as a substitute

• Meets the same need for the customer

• Financial performance

• Customer reviews

• Product Quality

• Market Share

Determine the total market size for the product or service. ( This could be the total revenue generated by the industry or the number of customers in the market)

Market Share = (Competitor's Sales / Total Market Size) * 100

You can use this knowledge to create marketing strategies that take advantage of your competitor's weaknesses an improve your own business performance.

• Review competitor websites

• Monitor Competitor Marketing Efforts

• Check customer review sites and results

• Understand pricing and special offers

• Follow competitors on social media

• Learn how competitors communicate with customers.

• Comp Shop

• Speak to staff and Customers

Perceptual maps demonstrate how average target consumers position competing offerings in the marketplace.

• Quality and Price

• Modernity and Complexity

• Coolness and Practicality

• Convenience and Choice

In your Perceptual Map, these will turn into four different opposing values:

• Low-Quality vs High Quality and Low price vs High price

• Modern vs Traditional and Complex vs Basic

• Uncool vs Very Cool and Indulgent vs Practical

• Convenient vs Inconvenient and Extensive vs Limited

The result of this is used to identify threats and weaknesses which are used in a SWOT Analysis

PESTEL stands for:

P- Political

E- Economic

S- Social

T- Technological

E- Environmental

L- Legal

The new entry

E- Ethical

Factors affecting the fashion retail industry in the UK

• Brexit, change in laws

• Changes in regulations due to Covid-19

• Possible extra lockdowns enforced

• Government support through pandemic

• Results of elections

• World Conflicts

• Changes in Taxation

Factors include:

• Economic growth/downturn

• Interest rates

• Exchange rates

• Inflation

• Disposable income of consumers and businesses

Factors affecting the fashion retail industry in the UK

• Job insecurity in the current climate is a cause of concern as people do not have money to spend

• Brexit tariffs

• Trade wars

• Supply chain

• Shop closed, people not travelling

• People renting clothes or buying second-hand as more affordable and sustainable

• Change in Tax-free policy for the UK

• Changes in exchange rates

Factors affecting the fashion retail industry in the UK

• As with any worldwide outbreak of disease, coronavirus caused panic. This panic was visible on many levels. Rush to supermarkets at the beginning and the isolation of the elderly.

• Changes in travel habits, create new ways of living and changes in social behaviour

• Working from home, businesses are rethinking their models

• Movement for Social Change, BLM

• Changes in buying habits- localisation

• A high percentage of one-parent families

• Changes in attitude toward sustainability

Technological factors affect marketing and the management thereof in three distinct ways:

• New ways of producing goods and services

• New ways of distributing goods and services

• New ways of communicating with target markets

Technological factors include:

• Importance of technology during and after the pandemic

• Changes in technology that impact your business and products

• New substitute products and services are being developed

• New products

• Competition of tech giants

• Rise of tech crime

• Social media influence

• They have become important due to the increasing scarcity of raw materials, and pollution targets set by the governments ( This is a good example where one factor could be classed as political and environmental at the same time).

• More and more consumers are demanding that the products they buy are sourced ethically, and if possible, from sustainable sources.

  
  

  Environmental factors include:

• Climate change - more extreme weather conditions

• Climate change and sustainability

• Water stress

• rising population and their energy needs

• The finite limit on basic resources

• Changed in attitude to excessive use of resources

• The push to be more sustainable and ethical

  
  

• Health and safety, equal opportunities, advertising standards, consumer rights and laws, GDPR, product labelling and product safety.

• Companies need to know what is and what is not legal to trade successfully.

• If an organisation trades globally this becomes a very tricky area to get right as each country has its own set of rules and regulations

Factors Affecting the fashion retail industry in the UK

• Changes to taxation post Covid-19

• Changes of regulations after Covid

• Changes to laws and regulations post-Brexit

• Changes to regulations for import exports

• Changes to pensions and taxation

• Chnages to employment laws

SWOT stands for:

S- Strengths

W- Weaknesses

O- Opportunities

T- Threats

• Factors come from within your business

• It is about the present, what is happening. what the business looks like now

Opportunities and Threats are External Factors

• Come from a larger environment surrounding your business

• What could happen? What opportunities are available out there and what threats do you need to look out for

Examples include:

• Company values

• Reputation

• Geography of stores

• Online presence

• Staff

• Partnerships

Companies can plan for them to influence a positive change, they can seek opportunities and anticipate and mitigate threats.

Examples Include:

• Regulations

• Suppliers

• Competitors

• Economy

• Market Size

• Trends

• Weather

• Pandemics

• Are there any emerging technologies or trends that will benefit the company?

• What has my competitor not yet mastered, that we can do better?

By analysing your competition, your business can determine what other similar businesses do well and look for opportunities to produce a similar service or a product even better