Digital marketing plan

Name Samra Akram

Student ID 3081848
 Table of Contents
1. Introduction..............................................................................................................................2

1.1 Brand......................................................................................................................................2

1.2 Core Business........................................................................................................................3

2. Business Goals.........................................................................................................................3

2.1 Creating Brand Awareness....................................................................................................3

2.2 Boost Sales.............................................................................................................................3

2.3 Customer Loyalty..................................................................................................................3

3. Challenges................................................................................................................................4

3.1 High Competition..................................................................................................................4

3.2 Diversions in Customer’s Behavior.......................................................................................4

3.3 Threats of Cyber-Security......................................................................................................4

3.4 Technical Issues.....................................................................................................................5

4. Digital Marketing Strategy.......................................................................................................5

4.1 Search Engine Strategy..........................................................................................................5

4.2 Social Media Strategy...........................................................................................................6

4.3 Success Matrices....................................................................................................................8

Bibliography....................................................................................................................................9

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 1. Introduction
Businesses are increasing day by day globally, everywhere in every country. So, the climatic
changes that various business industries are causing in environment. Late in 2000s, few of the
environmentalists realized this thing and came up with an idea of starting eco-friendly brand,
“ECO Mark” that could sustain and help women to get fashionable designed clothes including
Jeans, t-shirts, recycled polyester hoodies, eco-friendly athletic wears, hats, and scarves. Since,
they were in new in fashion industry, they faced a lot of issues and hurdles in getting the partners
that could meet high-standards of business idea and its main motive. In the end, they became
successful in their struggles and managed to launch first collection abiding all the environmental
friendly practices. Its main eco-friendly step was using recycled Nylon and Biodegradable fibres
in the production of its products which could help the environment sustain.

Now, ECO Mark is regarded as market leader in sustainable fashion industry having a huge
number of loyal customers who are also committed to be ethical and eco-friendly supporters. The
brand has been using various ways of innovation and enhancement of sustainable fashion with
dedication and preservation.

1.1 Brand

The major products of the firm includes the organic and recycled produced t-shirt, Jeans, athletic
wears and accessories of hats and scarves. The prominent brand identity of the firm is eco-
friendly and sustainable way of production of clothes, which help it to gain major market share
and attract various customers around the globe.

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1.2 Core Business

The core businesses practices includes use of organic and recycled materials in the production of
its products which are the key important and competitive advantage for firm to gain major
market shares. It promotes sustainability of environment and helps the business to boost up its
sales and earn more in the profit.

2. Business Goals
The business is going well in its operational areas while it is also conceived that there are no
limits of business objectives for the businesses.

2.1 Creating Brand Awareness

The ECO Mark’s business objectives behind this digital marketing plans includes are creating
brand awareness environment and promoting the environmental friendly attitude in every corner
of world. This flow of information will make people aware about issues related to global
warming and others which are causing bad effects on environment. The business is set to use
different type of marks and patterns as design which will convey the message of brand awareness
and eco-friendly image of business.

2.2 Boost Sales

It will help business to gain the higher numbers in the sales generated from the business
operations by online sale through various online platforms including its own website and several
others like Amazon, Daraz, Woo-commerce and Shoppify by creating web stores. It will also
help the business to get vast number of new customers which will be sustained properly by
giving discounts and offers with the span of time or arrival of every new season.

2.3 Customer Loyalty

Increasing customer loyalty is also an objective for ECO Mark business which will be the result
of building and maintain long term relationship with customer. This will help business to get
repeating buyers by providing high quality and extra-ordinary business services.

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 3. Challenges
Online business have been the major trend of 21 st century. Many business has got their
international recognition by going online (Xu, 2010). Online businesses and e-commerce got its
boost up after the break down of COVID-19 (Afridi, 2021). Many of the businesses have been
utilizing every online platforms to gain the profits and boost up their sales. In spite of all these
benefits, every business faces the issues and challenges while going online (Bostanshirin,
September, 2014). ECO Mark business will also face those challenges while going with this
digital marketing plan, these challenges are stated below.

3.1 High Competition

With the advancement in technology, it is easy for every business to get into online market.
There is really high competition in online business for ECO Mark which has created hurdles and
pricing pressures for the business which results decrease in reduced market share with the focus
on being differential than other rivals in the same industry.

3.2 Diversions in Customer’s Behavior

As there is a vast number of online sellers present around the globe, it has given varieties of
options to the clients and buyers in selecting the most meeting products to their needs (Phang,
2010). It has given them chance according to their preferences, expectations and buying patterns
of their choice. This could result as a challenging for ECO Mark until and unless they become
successful in creating brand image in the mind of customers.

3.3 Threats of Cyber-Security

With the hikes in the online businesses, the security threats like hacking, security breach and
phishing. This is has resulted in awareness for the business to focus on the protection and
firewalls of their business entities present online (Estrada-Jiménez, 2019). Likewise, it’ll also be
a challenge to keep the website protected for ECO Mark. As it can cause business to loss
customers and their trust which could result in financial losses for business.

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3.4 Technical Issues

Technical issues are faced by every business whose system and equipments are not up to date.
Sometimes issues of websites, software and payment delays arise which result in the slowing
down of online business activities (Setiawan, 2018). This can also be a challenge for ECO Mark
to face such type of issues.

4. Digital Marketing Strategy

The set of actions that is carried out to gain specific business objectives of marketing targeting
customers by using digital platforms (Desai, 2019). Since, ECO Mark is going to launch its
business online, it will also need marketing strategy to gain and attract potential customers
through different platforms. Digital Marketing Strategies which are going to be used for ECO
Mark brand are given below.

4.1 Search Engine Strategy

As businesses have started growing online, online market has become a platform of bulk online
sellers. With the increasing number of sellers, their appearance in the results have also gained
focus of every business (Harris, 2010). To tackle such type of issues, every business has
developed strategies and hired SEO experts to get their websites optimized. ECO Mark’s search
engine strategy also complies the same efforts. Its search engine strategy is stated below.

Step 1 – Define Goals

Since, ECO Mark has set goals of attaining sales, customer loyalty and creating brand awareness,
these goals are set to be achieved with the span of time by using search engine strategy.

Step 2 – Researching Keyword

The next step is to generate and research keywords that includes the overall words that are going
to be used in the content of website and different online stores of ECO Mark. These keywords
are going to help ECO Mark to get various new clients whenever they seek or use any search
engine to purchase anything online.

Step 3 – Website Optimization

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After the collection of keywords by using different analytical tools used in researching
keywords, the next step is to use and utilize those keywords in description as well as in overview
of business on the website. These words will also be related to eco – friendly keywords, helping
business to have much traffic on its web stores.

Step 4 – Developing Quality Content

After the optimization, developing quality content is necessary for the ECO Mark business which
will address preferences, interests and needs of customers and will convey the main motive of
business to every visitor on website as well as on web stores. The content can be posts, short
videos, articles or anything that can be used to convey message.

Step 5 – Creating Allies

In order to get customers from other websites or platforms, the ECO Mark is going to create
inside links and business relations with other online business. The businesses may include
supplementary goods provides including shoes, footwear and shopping malls.

Step 6 – Measuring and Anlayzing Results

Last step in the search engine strategy is to measure the results of the overall efforts that are
carried out in order to gain the objectives. In this regard, different tools of analytical techniques
are going to be used to measure and track the overall traffic of website and stores to measure the
efficiency and effectiveness to strategy. If the results are not satisfactory, the website is going to
be kept flexible to make changes time to time with the changes in the fashion industry while
keeping focus on the eco – friendly products and sustainability.

4.2 Social Media Strategy

It is regarded as the marketing strategy which implies social platforms to build brand, enhancing
business sales, deriving website trafficking and sustaining engagements with customers as a
mean of interaction (Dwivedi, 2015). It is also going to be used by ECO Mark to promote and
gain more clients. It includes several steps which are elaborated below.

Step 1 – Identifying Goals

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Since, it is already defined that the major marketing objectives regarding this marketing plan is
to generate sales, brand awareness and gaining customer loyalty. This social media strategy is
also going to play its key role in this regard.

Step 2 – Determining Target Customers

After the identification of objectives, the next for ECO Mark is to identify clients which are
primarily woman of all ages. As it is clothes brand, it is going to deliver varieties of different
patterns and colours along with sizes to get more clients.

Step – 3 Choosing Social Platforms

After identifying target customers, the next step is to choose right and appropriate social
platforms including Facebook, Instagram, YouTube, Twitter, WhatsApp and Google Ads. These
are most popular platforms nowadays for businesses.

Step 4 – Developing Eye Catchy Contents

The next step for ECO Mark is to create concise and clear contents for brands and its products.
These contents are going to be used as posts and blogs on above chosen platforms along with
short videos.

Step 5 – Interacting with Customers

Interacting with clients and customers is the next step for ECO Mark. It includes queries,
messages, comments and much more. This will help it to build and sustain long term customer
relationships to gain their loyalty.

Step 6 – Monitoring and Evaluation

The last step is to monitor trafficking and engagements on website and its web stores. It will help
ECO Mark to measure performance of strategy and if the results are not satisfactory the business
is going to make changes and optimize its content to get more trafficking which eventually will
result in gaining customers.

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4.3 Success Matrices

Success matrices in every strategy vary. But since, in both strategies the ECO Mark has set same
goals which are going to be accomplished. Some common matrices of measuring success are
given below regarding both strategies.

i) Search Engine Strategy

 Trafficking: Measuring all the visits of customers on the website of the ECO
Mark. It will help in measuring engagement of customers.
 Researched Keywords: Tracking the researched keywords which are used in
the overall description and content of website and its stores. It will help in
measuring pages results whenever searched.
 Engagement via Allies: Measuring the trafficking of customers from other
external websites and complementary sellers’ web portals to determine
engagement from allies.
ii) Social Media Strategy

Rate of Engagement: Determining the portion of customers coming on the website and other
web stores to determine the overall rate of engagement of customers. It will help ECO Mark to
measure efficiency and effectiveness of social media content of the business.

Customer Reach: Identifying ratio and number of customers to whom social media content and
social posts reach and how many get engaged with the business from those ads.

Conversion into Customers: Measuring number of clicks from social media platforms to get
into ECO Mark website and web stores.

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Bibliography
Afridi, F. E. (2021). The impact of Covid-19 on E-business practices and consumer buying
behavior in a developing country. Amazonia Investiga, 97-112.

Bostanshirin, S. (September, 2014). Online marketing: challenges and opportunities. In

Proceedings of SOCIOINT14-International Conference on Social Sciences and
Humanities, Istanbul, September, 8-10.

Desai, V. &. (2019). Digital marketing: A review. International Journal of Trend in Scientific
Research and Development, 196-200.

Dwivedi, Y. K. (2015). Social media marketing and advertising. The Marketing Review, 289-
309.

Estrada-Jiménez, J. P.-A.-H. (2019). Online advertising: Analysis of privacy threats and

protection approaches. Computer Communications, 32-51.

Harris, L. &. (2010). The online connection: transforming marketing strategy for small
businesses. Journal of Business Strategy.

Phang, C. W. (2010). Customers’ preference of online store visit strategies: An investigation of

demographic variables. European . ournal of Information Systems, 344-358.

Setiawan, N. T. (2018). Impact of cybercrime in e-business and trust. Int. J. Civ. Eng. Technol,
652-656.

Xu, J. &. (2010). E-business in the 21st Century: Realities, Challenges and Outlook. World
Scientific.

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