Digital Marketing Case Study: Kim’s Jewelery Store
Though there are opportunities available to every business, recognizing those opportunities isn’t always easy. Some opportunities are linked to customer service and some can be found in marketing. For Kim’s Jewelry Store, finding these opportunities is extremely important. Kim owns two jewelry stores but has virtually no mobile marketing strategy for her business. Since mobile data is fast becoming one channel of purchases that will shape the future of business throughout the world (Fulgoni, 2016). The first thing that must be done is that four phases of the mobile marketing strategy must be analyzed and address.
The first of the four mobile marketing strategy phases is Opportunity. This phase recognizes challenges, risks, characteristics, trends and devices that offer some business opportunities which concern mobile marketing (Dodson, 2016). Accessibility is one of the challenges that the business would face. Understanding the trends of consumer purchases and patterns will help Kim and other business owners determine how mobile marketing will benefit their companies (Fulgoni, 2016). Creating a mobile app will give Kim and her business one of the best opportunities to enter into the mobile market. This will not only give customers access to her business but it will also create awareness for the company (Fulgoni, 2016).
In order to truly optimize the response to the mobile app and the business, Kim must understand how to truly appeal to her mobile audience (Dodson, 2016). These means recognizing that most users, even the younger generations, will use their mobile devices more often than a desktop to conduct their shopping (González,2017). Ensuring that the jewelry stores site is compatible with mobile devices means that Kim’s business will be able to reach different types of audience that it would not be able to reach if there were only a website option for customers to shop. One the idea of the app is finalized, Kim would need to promote the app and make customers aware of the additional options available to them (Dodson, 2016). Once the app is made available and the promotion has begun, Kim needs to review the response to the app to collect data to determine customer response to the app (Dodson, 2016). One way to collect the data is to attach a survey to the app that has first time customers informing Kim what they like about the app and what could be changed to make it better.
As part of the advertising phase Kim will need to determine the best mobile formatting option for her business and understand how advertising and mobile marketing can help achieve her business goals (Dodson, 2016). Storytelling is one of the key strategies in mobile marketing (González,2017). Not only is this a way to advertise the business to consumers but it is also a unique marketing strategy. With this, Kim can tell consumers about her business, share its history and tell customers everything her business can offer them.
In this phase it will be important to analyze the different types of devices to make sure that the mobile options for the consumers are compatible with the types of devices they are using but to also ensure that your site is more responsive and that your business runs smoother (Dodson, 2016). With this in mind, Kim can analyze the trends presented by the data retrieved from her site and app. She can see how long customers are on the app, what they are shopping for, what types of jewelry they are purchasing as well as the different locations they are shopping from. This will allow her to either expand her subscriber list to include new app or site users or even reduce it to take away users that do not use either option.
The one thing that would be a great idea for Kim’s Jewelry Store is continuous monitoring of the app and website. Since more and more consumers are doing their shopping online or through apps, it only makes since to make sure that a business can accommodate these trends. By noticing the shopping patterns of her customers, Kim can better maintain her merchandise and cater to the needs of her customers which will also ensure customer loyalty.
Dodson, I. (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns, 1st Edition.
FULGONI, G. M., & LIPSIVIAN, A. (2016). The Future of Retail Is Mobile. Journal Of Advertising Research, 56(4), 346-351. doi:10.2501/JAR-2016-041
González Romo, Z. F., García-Medina, I., & Plaza Romero, N. (2017). Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands. International Journal Of Interactive Mobile Technologies, 11(6), 136-149. doi:10.3991/ijim.v11i6.7511