1.

Introduction

Bailey Nelson's goal is to provide top-notch eyeglasses at competitive prices, backed by

outstanding customer service. They strive to promote uniqueness and self-expression through
their gorgeous, reasonably priced eyeglasses, welcoming locations, and amazing staff. Their
business approach is centred on producing high-quality goods at competitive costs. Playing it
safe wasn't an option since they genuinely wanted to get the attention of Australians. The true
potential was in developing a very compelling brand narrative that highlighted Bailey
Nelson's distinctive personality because the competition is fierce and difficult to distinguish.
According to Bailey Nelson, an eyeglasses company, consumers should only pay for a
product's skilful construction, not for the company's flashy logo or lavish marketing budget
(Blake, 2022).

Bailey Nelson is directly competing with large, international companies like Essilor Luxottica
and smaller, independent companies like Bon Look and Warby Parker. Additionally, firms
that operate just online, such as Eye Buy Direct, compete with it. Its primary rival in that
region of the world is the  Luxottica Group (Morris, 2021). Optometrists aren't present at
every one of its rivals' storefronts, including Warby Parker and Bon Look. Bailey Nelson thus
wants to be very clear that they have a dedication to optometry and that they consider
maintaining clients' eye health to be the most crucial aspect of the customer experience.
However, Warby Parker began to develop a viable alternative. They are able to deliver
higher-quality, better-looking prescription eyewear at a fraction of the usual price by
bypassing traditional channels, creating glasses in-house, and communicating with customers
directly (Dallaire, 2020).

If Bailey Nelson is knowledgeable about the market, it can take advantage of the shifting
consumer wants, tastes, and preferences. If Bailey Nelson's Vision of a Good Fashion Brand
can provide a solid online presence on various social networking sites, the trend of e-
commerce and social media marketing may be a tremendous chance for the company. To
integrate innovation into business practices, it may be advantageous to develop new
technologies to aid in the production and distribution of goods and services. Integration of
sophisticated technologies may save costs, increase efficiency, and hasten the release of novel
goods. However, the worsening economic conditions have an impact on corporate
performance when they have an immediate impact on consumer spending habits and
purchasing power. The cost of manufacturing goes up as a result of inflation, which also has
an impact on corporate profitability (Hogan, 2021).

Bailey Nelson's marketing strategies are so successful because it has a thorough grasp of its
target demographic and what they are looking for in a pair of glasses. Customers have been
encouraged to promote the company on social media and to spread the word about its glasses
to their friends and family in order to help it expand swiftly. These marketing efforts are
intended to appeal to men and women, whether they are housewives or working mothers,
college students or professionals, singles or married, from the middle class or from the upper
class, etc (Alexander, 2022).

Bailey Nelson and similar businesses are able to maintain their competitiveness in part by
switching suppliers and perhaps working with more independent manufacturers. According to
Bailey Nelson, their main goal is to use direct-to-consumer solutions to avoid the "unfair and
costly" eyeglasses business. The product is vertically integrated, with acetate frames made in
factories abroad after being created in-house in Sydney. Additionally, they put a lot of
emphasis on creating a luxurious shopping experience, hoping to elevate the otherwise
"clinical" act of buying glasses to the status of "one of life's joys" (Blake, 2022).

2. Integrated Marketing Strategy

The web presence of Bailey Nelson is not as strong as that of some of its rivals, such as
Warby Parker. Additionally, Bailey Nelson's advertising budget is somewhat modest when
compared to that of other companies (Dallaire, 2020). In comparison to their ability to do so
solely locally, Bailey Nelson can locate a considerably bigger range of potential consumers
online. It is possible to reach a worldwide audience with digital marketing tactics in a way
that is affordable, scalable, and quantifiable (Chornyy, 2022). By requesting product
promotion from internet influencers, Bailey Nelson could strive to concentrate on enhancing
its online presence. They should also devise various marketing efforts to grow their fan base
on social media platforms like Facebook, Instagram, etc. In order to grow its following,
Bailey Nelson may choose to do free giveaways.

The primary focus of Bailey Nelson should be its social media because it is obvious that the
majority of visitors to its website will come from social media. Additionally, enhancing
clients' online and mobile purchasing experiences is a crucial part of designing the ideal
purchase trip for them. Bailey Nelson must ensure that their websites render properly, are
consistent with brand requirements, and make it easy for customers to locate what they're
looking for when shopping shifts to the internet and then to mobile devices. After all, the
possibility of conversion increases with the ease of the purchasing process (Lane, 2020).

The target market for Bailey Nelson would shift to customers who are more interested in
online purchasing while concentrating on online presence, albeit this does not specifically
name any target demographic. Social media can be used by anybody, but there is a good
possibility that tech-savvy people will be more likely to make online purchases. But it also
carries a certain amount of danger. In order to address this concern, Bailey Nelson might
concentrate on customer evaluations and word-of-mouth marketing tactics. Some individuals
are wary of utilizing online purchasing platforms because they are unsure of the quality.
Before making a purchasing decision, a lot of individuals read internet evaluations, thus
Bailey Nelson may find this to be a key marketing tool (Hudson, 2022).

Switching to digital marketing might also help address Bailey Nelson's limited advertising
budget problem because it is less expensive than traditional marketing techniques. Many of
the costs are inexpensive with digital marketing. Email marketing campaigns, conversations
and postings on social media, and website content all cost very nothing to create. By writing a
series of articles that are on a hot issue and link to the campaign or brand, Bailey Nelson may
utilize social media to draw attention to the company. This can assist in driving traffic from
unexpected sources while still reaching a relevant audience (Tolbert, 2022).

3. Digital Marketing Plan

Without marketing, especially internet marketing given the quick uptake of the internet, use
of computers, and other related devices, it is very difficult for businesses to grow successfully
in this era of sophisticated media and technology where customers are constantly bombarded
with marketing messages. With just a minimal investment in a website and web-based
promotion, this marketing method may attract a large number of new markets and customers
(PEÑALVER, 2021). The retail industry is often a very dynamic, rapidly evolving sector. It
is a very competitive and sophisticated industry because it is one of the primary economic
sectors in terms of transactions and turnover (Alexander, 2022).

In this intensely competitive climate where every customer is fully informed and equipped
with information about the industry, Bailey Nelson must now implement an internet
marketing plan in order to compete with its rivals, obtain and hold onto greater market share,
and enhance profitability. This is because the firm is present around the world in many
different countries. Digital marketing is an inexpensive, rapidly expanding method of
reaching as many clients as possible. By implementing tailored digital marketing, where the
message can only be delivered to potential customers and many new customers may be drawn
by using various approaches (Brands, 2022).

3.1 Situational Analysis

In the current day of information and technology, there aren't many firms operating without
any marketing. If a firm is successful without marketing, it does not always indicate that the
market has been fully exploited and that there are no longer any chances for expansion. Even
a successful firm may improve by establishing a marketing campaign and gaining greater
market share (Rukhaiyar, 2022).

Online marketing techniques may be used to draw customers to the website before truly
reaping the benefits of a larger customer base. On the website, products and services must be
clearly and attractively presented. The company's website serves as its online "shop,"
therefore the items must be simple to discover, fairly priced for the market, and offered with
clear shipping options. Customers may access new information, images, and innovations on
the website thanks to the addition of a blog element, which also satisfies search engine
requirements for active usage and renewal. This also improves positioning in search results
(Morgan, 2022).

In addition to social networking platforms like Facebook, Buzz, and Twitter, link-building
strategies, various SEO techniques, and the use of Google products like Google Local to
boost online visibility are other well-liked ways to promote a website for a business
(iNurture, 2016). According to Bailey Nelson, the primary target market is composed
primarily of individuals who enjoy fashion and keep up with the most recent developments in
the field of optics. As a result, this demographic uses the internet frequently to stay informed
and engages with the community virtually most of the time.

3.2 Digital Marketing Platforms

 Social Media Marketing Platforms

Instagram, Facebook, Tik Tok, LinkedIn, and Snapchat are just a few of the social media
sites that today's customers heavily rely on. Bailey Nelson must thus be active on several
social media platforms for this reason. It will have a variety of approaches to reach its
prospects thanks to social media platforms. To start, Bailey Nelson's marketing team may
disseminate sponsored content and paid advertisements across various platforms. Each
platform includes a mechanism for marketing teams to build sponsored ad campaigns and
segment users so that these ads show in the feeds of members of the desired audience
(Marketing Evolution, 2022).

 Influencer Marketing

Influencer marketing is yet another powerful strategy for utilizing digital marketing
platforms to reach target audiences (Geyser, 2022). Bailey Nelson can collaborate with
public figures, websites, or other individuals who are respected authorities in their fields
and who hold similar ideals. Then, it may distribute sponsored content and offers to the
followers of these influencers. Influencer marketing has been a success for many
marketers, with 90% of them saying that it was on par with or better than other channels
they used (Liska, 2019).

Furthermore, one out of every two women who made a purchase did so based on an
influencer's advice. Influencer marketing might be a very successful strategy to increase
engagement and revenue because almost half of social media users rely on influencer
recommendations for brands (Spillane, 2022).

 Email Marketing

Organizations may maintain contact with prospects and customers by using email
marketing campaigns to send them tailored newsletters or offers based on their prior
purchasing behaviour or involvement with the brand. A small extra incentive might easily
tip the scales from an "abandoned basket" to a completed purchase if a person has
connected with a couple of the branded touchpoints, such as an email offer for 10% off
the products they have been contemplating or free delivery. Almost 60% of customers
claim that email influences their buying choices. Additionally, subscribers are more likely
to open transactional emails—emails that assist a consumer in doing something, such as
completing a purchase or resetting a login—than other types of emails (Marketing
Evolution, 2022).

 Content Marketing

With the use of content marketing, marketing teams can be proactive about teaching
customers about new and existing items in a casual, unhurried manner as well as about
responding to their users' inquiries (Chornyy, 2022). The three stages of the buyer's
journey are addressed by the written content, videos, and other marketing assets that
digital marketing teams produce:

i. The stage of awareness: the buyer becomes aware that they have a need.
ii. The stage of consideration:  the buyer decides on a course of action to address this
demand.
iii. The choice stage: the buyer chooses a product or service to satisfy a need (Broder,
2022).

The assistance provided by Bailey Nelson during this decision-making and purchasing
process will boost customer confidence and the chance of a sale. While delivering almost
three times as many leads, content marketing is frequently less expensive than other types
of advertising (Geyser, 2022).

 SEO Marketing

Search engine optimization and content marketing frequently work together. The
organization can write and upload content pieces online for its website, blog, or other
digital marketing channels in a way that increases the likelihood that potential consumers
searching for information on a certain topic would see them rather than identical content
produced by their competitors (Taylor, 2022).

When carried out properly, SEO can be a very powerful component of a company's
marketing plan. In reality, 53% of customers claim to use search engines to investigate
possible purchases before making a choice, and 51% of smartphone users claim to have
found a new good or service by using a search engine on their devices .

 Pay-Per-Click

Pay-per-click advertising is a type of compensated promotion that enables marketing

departments to essentially buy visitors for their website. Marketers pay a charge each time
their ad is clicked on and position advertisements on websites or search engines like
Google and Microsoft Bing. While banner advertising on websites often has predefined
costs, these ads frequently appear at the top of search results pages and are largely
decided by bids on certain keywords (Morgan, 2022).

 Mobile Marketing
 Mobile applications, social media, email, push notifications, and text messages are
frequently used in conjunction with one another in mobile marketing activities, which can
incorporate many of the digital marketing tactics outlined above. Because of the obvious
shift to mobile, Bailey Nelson has to consider how to make its present marketing
initiatives more effective on mobile so that it can provide a streamlined and user-friendly
experience (Tolbert, 2022).

 Marketing Analytics Platforms

With the use of marketing analytics systems, organizations can gather and examine the
data generated by their digital marketing efforts to ascertain the efficacy of such
initiatives, the ROI they may anticipate, and what can be done to boost marketing income
in the future (Liska, 2019). With the aid of such platforms, Bailey Nelson may assess the
success of its Digital Marketing campaigns and efforts and can also think about what
needs to be altered if the expected results are not being attained.

4. Conclusion

There is an increase in digital marketing. This is so that businesses have more opportunities
to contact their potential clients throughout the day and every day as a result of consumers'
increased presence on online platforms. Digital marketing platforms are now indispensable in
the realm of digital marketing due to the rising usage of technology. The ability to reach
consumers on digital devices at the perfect time is made possible by technological
advancements like artificial intelligence (AI) and machine learning, which give marketers a
technological advantage over traditional marketing strategies that must be planned and
executed months in advance. For Bailey Nelson to compete with its rivals and get a
competitive edge over them, it is now crucial that it focuses on digital marketing and
enhances its online presence. In this research, a number of digital marketing platforms have
been named and their usefulness for Bailey Nelson has also been evaluated in order to help
Bailey Nelson reach this aim. Bailey Nelson may develop a more streamlined, client-focused
approach that optimizes advantages for its clients by utilizing digital marketing strategies.
Digital marketing platforms may also let a company's goals be easily measured, adjusted, and
improved, and they will increase its return on investment.
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