SOURCES & PLATFORMS

-

C U R A T E D             C O N T E N T






FLIPBOARD

Flipboard is a curated content source that updates you on the latest articles and sources tailored to your desired interests and preferred content






Pinterest

Pinterest is a platform designed to save and curate preferred interests visually. This platform is compatible with people planning creative projects or discovering new content and trends


 

Instagram | Youtube | Website

Instagram is a digital platform that our buyer prefers to scroll through during her spare time. As mentioned above when the buyer comes across a post which states where fabrics are ethically sourced from; the use of the digital trend 'shoppable post' on Instagram could direct our buyer straight to the item of interest. This digital trend could play a part in the consideration stage, assisting our buyer directly to the site efficiently, increasing Dotti's leads

Youtube's digital platform could be used as a paid advert that falls into brand awareness, the scenes video playing beforehand could inform the buyer about Dotti's new campaign promotes transparency over their ethical views.

Website is the last digital platform that plays a part in the decision-making stage, with the new option available informing our visitors online about our annual reports, a behind the scenes video showing our makers, a 30% discount for a full-priced item when you purchase online, including a click and collect option. 

WHAT'S THE POINT?

The curated content sources and digital platforms play a role in helping our buyer to recognise and gather an idea of what style of clothing she is after which can narrow down her search during information search. She could research and inform herself about the latest trends, ethical shopping as she cares about the environment and affordability without the cost of unethical labour. Because she enjoys scrolling through Instagram, she gets visit Dotti's website to scroll through deals and get informed about where specific items come from, and if she is interested she can use the shoppable link on Instagram, placed on the item which directly takes her to the website, where she can receive a 30% discount, and add her favourite items to her cart, having the option to pay it off also using Afterpay as students could be restricted financially. 

The curated content sources help the company and buyer to adapt and stay informed on the trends and wants of current times. As it informs the marketers about our competitors and what people need or how we can offer a better deal. It helps the buyer shortlist their interests instead of being overwhelmed by the endless number of choices. The digital platforms mentioned above, especially Youtube and Instagram help the transactional market goals for Dotti to collect data on its consumers as to what they prefer, who are buying what, and what they need to create more. Having an idea around the high and low engagements about a service or product aids the company to create more or less of what the buyer wants. The platforms have simple and easy access to viewing data from businesses pages, including a comment section to receive feedback about a customers needs and what they want to see more off. Using the digital trend of shoppable links, and sponsored adverts on youtube, the marketer is able to see the number of engagements and impact this strategy has had, alongside the website offering 30% discounts when you sign up to the company to receive deals and promotions; is also a significant strategy for transactional marketing.

Comments

Post a Comment

Popular posts from this blog

Brand Awareness - Know more.

-
Image
Fast Fashion has gained the reputation to be based on unethical labor and sourcing, however, not many people know that despite the marketing brand for Dotti being fast fashion, according to the Premiere Investments (2020) annual reports, the sourcing and ethical beliefs are anti-modern slavery. In fact, the owner of the Just Group chain, Premier investments (2020) has made it quite clear on their 2020 annual reports for the Just Group that the company has zero tolerance for unethical labor and unethical sourcing, specially stating they are ‘anti-modern slavery’. (Premiere Investments, 2020) To break the reputation of all fast-fashion chains is unethical, Dotti’s need for transparency with their ethics and sourcing will clear the air with their consumers and potential buyers, increasing lead generation, where shoppers gain more trust knowing where their clothing is sourced from. Data presented by the ecological certification company in 2019 showed that an estimate of 69% of millennials...
Read more

D. O. T. T. I

-
Image
Dotti is a fast fashion women's brand, originated from Australia, Sydney, and was acquired by the Just Group chain. The brand was founded in 1981 by Linda Bowen and Raymond Levis and was obtained by the Just Group in 2004. The company offers a range of women's fashion apparel from casual, basic, formal, and party attires; including accessories from phone cases, jewelry, sunglasses, shoes, belts, hair accessories, and socks.   The annual report for Dotti shows the sales growth of 8.2% and the overall amount of 57.5 million AUD in 2020. Dotti is known to be a strong competitor in the fast fashion market in both Australia in New Zealand and is known to establish promising growth for its future profits.   The new campaign focuses on three main objectives; to increase brand awareness, develop lead generation, and better the online experience on customer conversion, as we strongly believe Dotti has the ability to reach higher consumer engagement on their online platforms and increas...
Read more

Customer Conversion | Strategy - Video content

-
Image
CUSTOMER  CONVERSION We may read the reports and statistics, but on a realistic basis, not every consumer is bound to access and research the clothing and its source. We believe what we see. To support our previous objectives, why not create a behind-the-scenes video of how the clothing is made. We have seen high-end models posing behind upbeat music on the Dotti campaign. Let's see the creators, the employed women, let's see the work that goes beyond the show. Not a visual, but a mental depth. Creating a photoshoot small selection of women who have made Dotti's clothing as the models. Interview them about the experience. In this campaign, rawness and transparency are our focuses for this campaign. Honesty gains trust and trust retains consumers.  For the last objective. The goal would be to create an advert that could be used on youtube adverts, Instagram, and the Dotti website. That films a behind scene of how the clothing is made by these women, a photoshoot of a collec...
Read more