Kira Budge

 “Vanca” Ddigital Mmarketing Analysis [Author Name] Abstract [To be added] Vanca Digital Marketing Analysis The paper is written Vanca digital marketing strategy. The company hVanca is a fashion company that ave started humbly, created by an Indian entrepreneur, and that hasve seen expexponential edition growth over the years. However, the company hasve faced challenges in the digital marketing, partially and by changingdue to changes in marketplacethe laws in the market place. It is important to note iIn any digital marketing strategy, the conversion rate of traffic is important to note, as isand reasons to advance, also building the a brand strategy which that retains customers andto builds traffic. Such a strategySuch customer experience is a key element in building a good relationship with customers. ThereforeWith all that in mind, this paper will, the paper would introduce models forto assessing brandthe strategy andusing the example of introduce a strategy for the new DDM in Vanca. Literature Rreview According to research, digital strategy analysis falls into many frames works introduced. These frameworks will be introduced below.Each of the areas covered in the analysis have a different literature that covers the topic in detail. The cConversation Rrate and Ssolutions They had an objective through their digital marketing strategy to create loyalty, value addition and creating traffic to their website. However, they lack sales turnover with high traffic through their digital channels. To understand the issue Vanca had a lot of traffic and communication to the wrong customers, or it is also not reaching right the customers. To analyze further each of the two reasons marketers look back at the persona which translate to the idea introduce in marketing to focus on customer centricity. (Ballman, Burke, Blank, and Korte et al. 1984; and Burke and Gitelson (1984;-), lookpoint out at the model of conversion by measuring the number of customers who have not converted into sales.. Moreover Loudon and Della Bitta -) add that the essence point of marketing is to coordinate marketing to satisfy identified customers. [He/she] Another also states that analysis must focus onis derived by the customer persona, identifying, which is to identify topics and locations ina = close proximity to thise idealidentified customer. Such an analysis would have an important effect on There for by analyzing such important aspect conversion rate by pushing marketing into the would be affected as vanca was not marketing to the right customer in the best channels. the basic notion of marketing is to deliver communication of a product solution to the customer pain and result a transaction aimed. Customers shift quickly when there is the availability of an alternative. Therefore, companies must reach their customers through the appropriate channels. However, this isn’t the only factor in conversion. Vanca was only 1-2 percent of daily 2,000 visitors below the average conversation rate of the industry. If using the persona model and the essence of marketing their customers are not getting what they are looking for and vanca is losing money to market to the wrong customers. According to Gginha (year), the quality of the landing page, ease of transaction, return policy, multiple payment options, and promotional coupons are important factors for conversion. The reason why the evaluation has focused on the digital marketing is the speed of consumer shift which the availability of alternative. Therefore, the channel was essential market place for the company to reach their customers. The customer experience through the journey to conversiont is very detailed andmust be analyzed in detail to identify all possible weaknesses. As Ssingh (2017) points out, badthe landing pages are designed in a way that causes customers to only land and leave, without receiving an appeal to their needs or interests. These pages have had a great dealmany of information, and arewas not direct in their appeal, and lack with a memorable theme for of the brand. TSome landing pages would be reasons why customers only land and leave without the getting a traction to their need such as promotion of a contact that may relates to their interest. Moreover, as a challenge to the e commerce thehere’s a growing need for introduction of trust and return policies and the likey with for customers is kept element in the Indian market, as is enforced by the dynamics of competition enforce. LastlyAdditionally, companies need a variety of easier the availability of payment options provided with expose the company at risk of dealing with cash on cash which is provided byin order to measure up with their competition. Traffic Bbuilding Sstrategiesy solutions High traffic can be an indication of customer satisfaction. Engel, Blackwell, and Miniard (1990) argued that in order to build traffic, marketing should address customers’ common needs, characteristics, and behavior. It’s the answer to the second part as generating traffic can be the indication to customer satisfaction. However, iIn the digital market place, customers tour in several pages and marketplaces in the process. TheHowever, the focus of successful digital strategy is to ensure traffic generation is done is such manner thaton communicatinge customer need. ATherefore, the site landing on the site or click on a promotions is never enough. The optimum goal for Vanca is to retain as much traffic as possible, increasingto customer loyalty. According to Steenburgh, Avery, and Dahod (2009), inbound marketing, which focuses on creating a need in customers by introducing quality content, is the most successful traffic building method. A company must use all their digital tools to pull customers to a company website, product, or blog. Marketing-Schools.org (2016) has introduced a model for analyzing digital strategy which includes content creation, lifecycle marketing, personalization, multiple channels, and integration. Each element creates value that attracts customers inward, rather than focusing on outward marketing that hits customers. For example, bloggers direct customers toward a product by blogging on the brand’s quality and trends. Such action creates customer demand for the product. Lifecycle marketing looks at how to transform visitors to promoters by picking the exact personalization needed for a customer and integrating content that is delivered profoundly. To analyze Vanca traffic generation marketers look at the channels available to allow customers traffic generation. The brick and mortar strategies various in application, however digital strategies include “search engine optimization, search engine marketing, blogs, content building, display remarketing advertisements, affiliate marketing, email marketing, text messages, paid ads (e.g., on Google, Facebook, and Twitter), app-based promotional campaigns, and social networking sites” as singh point out. 2017 However, the tools used in the strategy did not serve the objectives of the company by only having traffic to a market place or websites. Their email campaign for example have had different objectives as to customer locality and awareness. Other tools used to create traffic for customers segmentation which did not meet Vanca objectives. The satisfaction to generate enough traffic is when customers continues to return and build a conversation with the customers. The use of each tools should serve the purpose in identifying the massage Vanca is sending such as knowledge, retention and awareness. The solution is to achieve the goals and traffic into transactions. As also stated by Sinha were 90 percent of social media are used to create customers awareness only. Consumers in such tools use the platform in another fashion. Moreover, the more successful traffic translated into sales are in market places were customers use the platforms to shop. However, applying a matching pricing strategy to customers need, finding the right product fit and good presentation have to be taken into consideration. Web Aanalytics improving customer experience and Processjourney Mmapping Web analytic save allowed for all items to be monitors on real time which allowed vanca to do the following: monitor the number of items clicked, time spend by consumers, personalize the offering by introducing the favorite items based in analytics of consumer behavior. Moreover, it allowed Vanca to identify the quick sales product and slow-moving product in order to introduce a specialized promotion to sell slow moving items. The analytics also allowed Vanca to select their products wisely and increase the basket of the customers. Such as introducing more tops and shoes. Such intelligence helps the marketing strategy of the company to select specific items according to trends as well. It’s very common in the fashion industry were continue trend changing is an industry characteristic. Yet in each season as well trends change according to the fashion industry therefore fashion retailers focus in displaying the right match according other competition. For example, Zara was successful because they can introduce the trend earlier than other. However, in Vanca case the web analytics allowed for a clear presentation of the products and satisfied customers by addressing their needs and requirement. The customers experienced in the digital world are determine by the contented presented and the ease of transaction to the customers. Therefore, the journey of the customers and the details of action are analyzed in greater fashion and often marketers use each of the steps to value-add service and enhance customer experience. Customers experienced in the digital world act based on content presented and ease of transaction. Web analytics allow for a deeper analysis of the journey of the customers and the details of their action. Often marketers use analytics to add value to services and enhance customer experience. Process mapping is used to analysis analyze any process by the time frame and number of actions required in. order to achieve athe goal, which is often sales. For customers, having a satisfactory the preparation to introduce a process compared with the other digital offerings that satisfy the customer is essential compared with the other digital offering customers are exposed. The completion is the digital marketing takes into consideration the available of application each platform uses. The journey monitored by checking the time spend and clicks on the platform step by step. Each of the variables determine a separate factor,Time spent and the number of required actions together can indicate the indication to the highest most and least liked applicationsand least can be determined in real time. MSuch arketers can determine where a company is experiencing aan outcome determines the reduction or modification as mapping allows the visibility of falls if any or losst in sales due to a difficult processas any appears. Then these intelligent nodes are continuously monitored by marketing team to allow reaction and taken into decision making process. The idea is to monitor the brand performance and continuously monitor completion that uses the same mapping tools. Also, some important analytics parameters to consider, including the bounce rate,13 percent per visit, average session duration, traffic source, landing pages, and exit pages. Google Analytics also provided real-time user data. Bbuilding Bbrand Ddigital Sstrategy Essentials In order to build a digital brand strategy, a lot ofmany factors have to be taken into consideration, both covered in some models as macro and micro. The case coversThis requires a variety of assessments. One example is the microenvironment assessment, which looks atinvolve the following; management, competitors, policies, business intermediaries, and customers. A mMicroenvironment also consists of political, cultural, demographics, economic, government, judiciaacry, and technical factors.. However, each of the These elements and factors may or may not have a direct relationship to the a company’s strategy but the underlaying factors that can be also indirect. However, The assessment of which a strategy is built upon create a complete environmental assessment helps a companywhich focus to avoid in missing factors for success. A SWAT analysis is another commonly used option for assessment thatThe concepts introduced in environment assessment identifies the pros and cons, limitations, opportunities, threats, strengths, and weaknesses of a company which is commonly known as SWAT analysis. However, each of the tools are to help the preparation of strategy and strategy formation. Ghodeswar (2008) have diddone a research specifically in Indianan brand strategy. He, he introduced the PCDL model, which consists of four areas: positioning the brand, communicating the brand, delivering the brand performance, and leveraging the brand equity. Each of the areas hasconsists of sub- activities and elements that must be addressed in order to ensure brand strategy success. Which are as follows;These read as follows: “Positioning the brand: features; tangible attributes; intangible attributes; product functions; benefits; and operational aspects … .”, “Communicating the brand message: advertising campaigns; themes; celebrities; events; shows; and consumer interaction … .” , “Delivering the brand performance: product performance; service performance; customer care; customer satisfaction; and customer delight … .”, “Leveraging the brand equity: line extension; brand extension; ingredient branding; co-branding; brand alliances; and social integration.” (Ghodeswar, 2008, p. #). The model is a holistic approach towards brand management. Each company may or may not use the four corners of the model if they notdepending on if they apply. The remains efforts are on companies to ensure the continuity of assessment of the brand according to the four areas. One of the common issues is building a brand image is that companies may do well in on area and fail in the other. Therefore, the consistency and balance should apply to build a strong brand. One of the common issues in building a brand image is that companies may do well in one area and fail in the other. Therefore, consistency and balance need to be applied to build a strong brand. Vanca Case Study Vanca’s objectives were to create loyalty, value addition, and website traffic through their digital marketing strategy. However, they lacked sales turnover, with high traffic through their digital channels. Vanca only converted one to two percent of their daily two thousand visitors, below the average conversation rate of the industry. This indicated that Vanca was not reaching the right customers. Marketers looked back at the customer persona, using a customer centricity model as introduced by Loudon and Della Bitta (1979). Vanca operates in a very competitive landscape: the online discount fashion market. Competitors leave little room for innovation. However, Vanca introduced several actions to satisfy their ideal consumer persona, which dramatically changed their customer communications. Vanca changed their persona to a woman with a 7000 income who is physically fit, socially active, independent, age 18-40, and a graduate at minimum. Such elaboration allowed Vanca to use marketing content that matched the customer in type of music, colors, trends, and, most importantly, products. They introduced three innovations which served the customer persona competitively. First, they introduced online assistance, which was used by three percent of their daily customers. They sped up the response to within thirty minutes. Their second innovation was the intuitive acquiring of fashion bloggers, who managed blogs and chat rooms, creating trust and credibility for the brand through inbound marketing. This was used by ten percent of their customers. The third innovation was site optimization, i.e. inserting the most common searchable keywords. Vanca also examined the factors discussed by Ginha (year), and they made improvements to the landing page, return policy, and payment options. To analyze traffic generation, they looked at available channels. Brick-and-mortar strategies are various in application, but digital strategies include “search engine optimization, search engine marketing, blogs, content building, display remarketing advertisements, affiliate marketing, email marketing, text messages, paid ads (e.g., on Google, Facebook, and Twitter), app-based promotional campaigns, and social networking sites,” as Singh points out (2017, p. #). However, these tools did not serve the objectives of Vanca, because they didn’t direct traffic to a marketplace or website. Email campaigns, for example, have different objectives, like customer locality and awareness. As stated by Singh (2017), ninety percent of social media creates customer awareness only. Other tools were used to create customer segmentation, which did not meet Vanca’s objectives. Vanca needed customers to return so that they could build a conversation with the customers. The use of each tool had to focus on the message Vanca was sending, such as knowledge, retention, and awareness, thus turning traffic into transactions. The most successful traffic goes to marketplaces where customers use the platforms to shop. Vanca considered other options, however, such as applying a matching pricing strategy to customer needs, finding the right product fit, and good presentation. Web analytics allow all tools to be monitored in real time, which helped Vanca to do the following: monitor the number of items clicked and time spent by consumers, personalize the offering by introducing favorite items based on analytics of consumer behavior, identify the quick-selling products and slow-moving products and introduce a specialized promotion to sell slow-moving items, select their products wisely, and increase the items in the baskets of customers. Due to information gathered through web analytics, Vanca introduced more tops and shoes. Analytics helped the company to select specific items according to trends. In the fashion industry, trend-chasing is important; Zara was successful because they introduce trends earlier than other companies. Vanca also considered other important parameters, including the bounce rate (thirteen percent per visit), average session duration, traffic source, landing pages, and exit pages. Vanca used process mapping to increase sales by easing the process for the customer, making the client journey unobtrusive and flawless. As Singh (2017) points out, the ideal customer journey is private, and customers receive discounts and promotion without disruption. The marketing team continues to monitor analytics to look at customer reactions, data which is taken into consideration during the decision-making process. Vanca also completed a full microenvironmental, SWAT, and PCDL analysis. There remains an effort to ensure the continuity of assessment of the brand. “Vanca” customers satisfaction The consideration of set of costumers have to be identified well in order to meet consideration of the customers. The brand ten translate actions and activates to reach the goal. It’s very competition landscape that Vanca is placed at which is the fashion online discount markets. The competitors make little room of innovation. However, Vanca have introduced several steps and action that led to higher consideration by their consumers. The introduction of persona developed have dramatically change the language with their customers. Therefore, the whole marketing strategy communicated the exact requirement to their persona. This is done with very specific elaboration by the company in detail. Such details matter a lot to consumers and the reaction by customers translate to customer satisfaction. Vanca have changed the persona to a woman with 7000 income, physical fir, socially active, 18-40, independent and gradate at minimum. Such elaboration allowed Vanca to use marketing content that matched the customer requirement such as type of music in ads, the colors, the trends and most importantly the products. Also, they introduced four innovation which served their customers competitively. First in the introduction of assistance online, which was used by 3 percent of their daily customers. Although they have worked to speed up the response by the designers within 30m of reply time. Second innovation was the intuitive acquiring fashion bloggers which also managed blogs and chat rooms, it created trust and credibility to the brand. This was widely used by 10 percent of their customers. moreover, it helps customers decision process by experts. The third innovation is site optimization by inserting most common searchable keyword. last innovation was in idea of the making profit through client journey unobtrusively and flawlessly. As singha point out customer journey is private, and customers receive discounts and promotion without disruption and with permission. Recommendation to DDM and Cconclusion One of the best advices for leadership in any company o=is to focus on execution of strategy. According to (Hubspot, 2016) inbound marketing having been the most successful digital marketing methods, which focuses on creating a need to customers by introducing quality content. The usage of all digital materials and tools allows for a strategy to pull customers to company website, product or blog. (Marketing-Schools.org, 2016), have introduced a model which helps analyze digital strategy which involves content creation, lifecycle marketing, personalization, multichannel and integration. Each of the element creates value that attract customers inward, rather focusing on outward marketing that hits customers. For example, bloggers would direct customers toward product by blogging on brands quality and trends. Such action creates the demand for customers to look for the product and creates the inward pull to the product. Lifecycle marketing looks at how to transform visitors to promoters. Picking the exact personalization towards customers and integrating content that is delivered profoundly. In conclusion, VancaSuch a model introduced because Vanca is confrontedfacing a change in the market place by introducingwith new policies that made themintroduction. They would have to be more independent and focused aon reaching their idealnd reach their customers. Moreover,Vanca used important frameworks for understanding the customer that allow them to control they should focus to control their relationship to with the customer. Some other strategy frame work such as delta model focuses on customer relationship as a key element in any strategy. The way a company integrate with customer making sure they differentiate not only the product but the relationship in another dimension. such strategy would allow Vanca to create their own market place. Through customer centricity, inbound marketing, web analytics, process mapping, and analyses like the microenvironmental assessment, SWAT analysis, and PCDL analysis, Vanca saw a [%] increase of sales, with a new conversion rate of [#]. Vanca continues to use these methods to attain greater success. In conclusion the focus for the company to hire the best digital partners would advance their digital strategy not only the product. Due to the nature of the industry, which is vesting engaging andrapidly advancing, especially in technology, there’s a lot of change in consumer behavior. Despite the way the Indian government controls Its evidenced that governments such as India are controlling the e- commerce sphere,ear but as technology advance we see a lot of changing in consumer behavior and change of channels. The need for a brand as Vvanca is now expandingto expand beyond the Indian market, and utilizinge the infrastructure ofin the digital market to reach a global audienceglobal market. The current cost of this expansion is in Vanca’s favor. As such, their Today the cost of starting upon other market is in favor of Vanca. The focus to have successful marketing strategy hold incorporates a continuales monitoring ofand data analytics to get more detailed insights as such systems allow in the futures for scalability and volume. References Ballman, G., Burke, J., Blank, U., & Korte, D. (1984). Towards higher quality conversion studies: Refining the numbers game.” Journal of Travel Research, 22(4), 28-33. Burke, J. F. & Gitelson, R. (1990). Conversion studies: Assumptions, applications, accuracy and abuse. Journal of Travel Research, 28, 46-51. http://doi.org/10.1177/-. Engel, J. F., Blackwell, R.D., & Miniard, P.W. (1990). Consumer behavior. Chicago: Dryden. Ghodeswar, B. M. (2008). Building brand identity in competitive markets: A conceptual model. Journal of Product & Brand Management, 17(1), 4-12. http://doi.org/10.1108/- Ginha, [initial]. ([year]). [Title]. [Journal], [Volume #], [pages]. [doi] Loudon, D. L., & Della Bitta, A. J. (1979). Consumer behavior: Concepts and applications. New York: McGraw-Hill. Marketing-Schools.org [or insert another author]. (2016). [Title]. Retrieved from [URL] Singh, [initial]. (2007). [Title]. [Journal], [Volume #], [pages]. [doi] Steenburgh, T. J., Avery, J., & Dahod, N. (2009). HubSpot: Inbound marketing and web 2.0. Harvard Business School Case 509-049. Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of product & brand management, 17(1), 4-12. Caballero, L., Moreno, A. M., & Seffah, A. (2014, September). Persona as a tool to involving human in agile methods: contributions from HCI and marketing. In International Conference on Human-Centred Software Engineering (pp. 283-290). Springer, Berlin, Heidelberg. Ballman, G., J. Burke, U. Blank, and D. Korte (1984). “Towards Higher Quality Conversion Studies: Refining the Numbers Game.” Journal of Travel Research, 22 (4): 28-33. Pratt, S., McCabe, S., Cortes-Jimenez, I., & Blake, A. (2010). Measuring the effectiveness of destination marketing campaigns: Comparative analysis of conversion studies. Journal of Travel Research, 49(2), 179-190. Loudon, D.L., Della Bitta, A.J.: Consumer behavior: concepts and applications. McGraw-Hill, New York (1979). Schiffman, L.G., Kanuk, L.L.: Consumer behavior. Prentice Hall, Upper Saddle River, N.J (1997). Solomon, M.R.: Consumer behavior: buying, having, and being. Pearson Prentice Hall, Upper Saddle River, NY (2006). Engel, J.F., Blackwell, R.D., Miniard, P.W.: Consumer behavior. Dryden, Chicago (1990). Jenkinson, A.: Beyond Segmentation. J. Targeting, Meas. Anal. Mark. 3, 60–72 (1994).