An organisation's approach to inbound marketing

# Inbound marketing

Each organisation's approach to inbound marketing Strengths and weaknesses of the inbound marketing approach used by each of the two organisations.

Review

Inbound marketing looks at ‘digital media interactions’ Chaffey D, Chadwick F.E (2022) Digital marketing. This is a low-cost alternative and includes ‘organic social media and SEO’ ‘reducing advertising as it targets specific individuals. it is also more selective to its audience which in itself ’generates awareness and demand’. Chaffey D, Chadwick F.E (2022) Digital marketing.

Boohoo fashion clothing site the URL.

https://www.boohoo.com/womens/looks/partywear#FZZ44682

Boohoo and Dorothy Perkins attract customers through 'organic' distribution channel. Chaffey D, Chadwick F.E (2022) Digital marketing. ‘Search engine optimisation (SEO)

is a stand-alone, magical online marketing tactic for boosting the quantity and quality of traffic’, using keywords.

https://www.weidert.com/blog/seo-is-central-to-an-effective-inbound-marketing-strategy

Photos in ads and blogs occur through channel marketing advertised through Amazon. John Lewis a little more traditional more engaging in blog format though content is for a wide audience. Place is now online marketing. Boohoo and Dorothy Perkins engage a selective audience. Product marketing is specific and selective to the audience engaging and those which have engaged as customers fill in email or phone contacts. Providing future leads for marketing and potential future customers. Boohoo has a ‘load more’ in terms of call to action but could do with better promotion content on the first landing page rather than a home page. To provide a catchy cue to create a more immediate call to action.

https://unbounce.com/landing-page-articles/what-is-a-landing-page/

Dorothy Perkins URL https://www.dorothyperkins.com/ and John Lewis retailers URL https://www.johnlewis.com/special-offers/c50000110

Content marketing on social media such as Facebook builds awareness, visibility, and push content marketing. Blogs are customer and product focused developing a relationship with the customer to engage interest.

Each organisation's approach to inbound marketing Strengths and weaknesses of the inbound marketing approach used by each of two organisations.

Strengths, Dorothy Perkins retailer Attracts customers by content related to product, price, and promotion. ‘Call to action’ Such as key words ‘shop now’ clicks putting focus on the customer. (Library of BADM) tailoring selectively to the ‘buyer persona’ ‘petite’, ‘tall’, curve’ and ‘maternity’. A push content marketing effect. Headers lead the customer via attracting through promotion and price, via a ‘process’ (BADM library) adding products to a basket. Selective audience is female orientated only. Social media pages have catchy blog posts information content marketing developing and engaging in a customer relationship with products designed to attract to the needs of the customer.

Diverts the visitor to landing pages through call to action rather than a main page on the website and a customer relationship via emails on purchasing the product, calls to action for goods to be purchased. Good visuals, professional with white space background easy to view.

John Lewis retailer sign up for emails on main page building Customer relations and call to action immediately which ‘shows buttons and clear visual cues’ Kingsnorth. S (2019) 2nd Edition Digital Marketing Strategy.

though a lot of them with a wide rather than narrow focus. Target audience is wide and not so selective, Keywords for sales promotion of products and home pages they ‘are useful at looking at specific targeted messages.’ Kingsnorth. S (2019) 2nd Edition Digital Marketing Strategy. A Wishlist for potential customers. A Video advert on social media using interruption marketing, targeting families with a larger budget. YouTube adverts supporting social causes attracting customers with a social conscience. Place is more digital rather than location with home pages rather than a landing page, with one cue to an immediate call to action for directing the customer focus.

Weaknesses, Dorothy Perkins is a female targeted audience and too specific. No physical evidence only place which is now an online shopping experience hence unable to see product physically before being bought. No video content, ‘call to action is needed to guide the customer to the point of sale’ regarding emails. ‘Emails should be at the end of a message blog, making it easier for the customer to drive it towards the point of sale’. Kingsnorth. S (2019) 2nd Edition Digital Marketing Strategy.

Instead, emails occur at the point of sale when a purchase is in place, more useful for future leads for potential customers.

John Lewis Products aimed at customers with larger than average budget price selective upmarket audience base. Uses interrupting marketing on social media as does Dorothy Perkins.

Which organisation was best at inbound marketing and why?

John Lewis has an inbound marketing strategy which is not as good as Dorothy Perkins retailer. Attracts the customer with video content on social media, interruption marketing, pop up email subscription to obtain leads into customers. Solution selling by catering for a specific lifestyle John Lewis includes household styled furniture clothing for both adults and children an all-in-one fix to the problem shopping on different sites or stores. Providing an engagement with the customer and building relationships with push factors such as good content push marketing and emails. But home page has many cues which diverts the focus away from channelling the customer focus on one call to action, to point of sale.

Dorothy Perkins waits until point of sale for calls to action for emails. Some immediate cues for calls to action regarding promotion and sale items which are more effective than a general home page when selling, more of a landing page with an effective cue. No physical evidence available of product, but place is more online digital marketing through search engine optimisation. https://www.wordstream.com/blog/ws/2013/05/29/what-is-inbound-marketing advertising or social conscience marketing. Dorothy Perkins is a selective nice market.

Boohoo again a general home page not really a landing page with a sales promotion or promotion which could provide a cue to a call to action to drive sales.

Examples of how each organisation could improve its inbound marketing Deliverable.

Dorothy Perkins as a retailer could include clothes for a child Dorothy Perkins as it is already female specific. It could include recycled clothing for those with a social conscience.

John Lewis as a retailer could include more cost-effective recycled clothing for a smaller budget family and furniture.

Attribution marketing is used by channels through Amazon for Boohoo and Dorothy Perkins though John Lewis has it’s dedicated site, lacks attribution marketing using specific channels, other than social media. Kingsnorth. S (2019) 2nd Edition Digital Marketing Strategy.

‘Chatbots’ Kingsnorth. S (2019) 2nd Edition Digital Marketing Strategy.

can be included on the website from a good customer service experience and engagement. An opportunity for sales driven targets which can be used by all three fashion retailers.

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