Required Assignment 3.

2:
Analyse a Brand’s Funnel Strategies
<Richa Seth>
Suggested time: 90 minutes
Assignment Instructions

Record your responses in the table provided below.

Note: This is a required assignment and counts towards programme completion.

Analyse your organisations or any brand’s digital marketing funnel and give
recommendations for improving their current strategies for each of the stages. If any of
the funnel stages are not currently implemented, suggest how they can be utilised.

Analysing the digital marketing funnel strategy leveraged by Ferns N Petals: India's Biggest
Gifting Solutions Provider, it is a 25 year old brand and was established in 1994 and flower
bouquet delivery was the first and only thing that the company was into. From just 1 flower
shop in Delhi during 1994, Ferns N Petals is now is one stop shop for all gifting needs, be it
buying flowers, cakes, plants, personalized gifts, decoration services, or experiences, not only
in India but across the globe.

Awareness: Ferns N Petals has a well-rounded and targeted digital marketing strategy that
includes content creation and advertising to attract, engage, and convert its potential
customers. This is evident through various channels such as native ads on social media,
search engine marketing, optimization done through (SEO). By showcasing their products
and services through visually appealing advertisements and captivating content, they aim to
imprint their brand in the minds of consumers.

Recommendation: Website is good but the design can be specially able (or disability)
friendly and include features such as keyboard accessibility, video and audio transcripts and
use Web Content Accessibility Guidelines (WCAG) to ensure compliance with international
standards. It can also enhance its content marketing strategy by leveraging more blog posts
and contextual articles during festivals and observational days relevant for gifting such as
‘Mother’s Day’, Valentine’s Day, Diwali, Christmas etc. This can help the brand to stay top of
mind and opt for Ferns N Petals for gifting.

Interest: Ferns N Petals effectively maps customer journey and does retargeting ads through
mobile marketing to remind customers for upcoming occasions such as birthdays and
anniversaries. It also has good email campaigns with customer reviews and feedback.
Overall, it increases the customer lifetime value by providing special promotion/discount
based on previous purchase done by customers.

Digital Marketing and Analytics Page 1

 Recommendation: Affiliate Marketing can be done contextually on online and hybrid media
contextually with a CTA of getting more consumers to their website/mobile app. Leverage
credible influencers across categories such as mommies, lifestyle and general interest genres
to share their experience of product quality.

Desire: The brand has interesting and creative content on its website, products have also
been well segmented basis occasions, relationships, best sellers, trending etc. It also has a
good CRM software where it engages with its customers frequently through mobile marketing.
Ferns N Petals has a very good and responsive Chatbot with human touch to ensure
servicing is done seamlessly.

Recommendation: It can provide personalized video suggestions on the website/app using

website/app consumer journey. Incentivize consumers to share product reviews on their
website/app/social media. Boost engagement with social media contests and giveaways to its
consumers, it can also send special gifts and thank you notes post milestone purchase by its
loyal customers.

Action: Ferns N Petals provides seamless transactions for converting interest into action. It
ensures a smooth buying process through user-friendly interfaces, secure payment gateways,
and enticing offers or discounts. Additionally, it prioritizes after-sales service and customer
care to foster satisfaction and repeat purchases.

Recommendation: App and website user interface can be senior citizen and specially abled
friendly to increase consumer reach.

Advocacy: Finally, Ferns N Petals strives to turn satisfied customers into brand advocates.
By delivering exceptional products, services, and experiences, they aim to cultivate loyalty
and encourage customers to spread positive word-of-mouth referrals. Additionally, it may
incentivize advocacy through referral programs or exclusive benefits for loyal customers by
sending them exclusive offers contextually.

Recommendation: Ferns N Petals can come up with a personalized gifting calendar for its
patrons based on their yearly purchase done during occasions. It can also provide its loyal
customers with referral codes that can be shared with their friends and relatives.

Digital Marketing and Analytics Page 2