Inbound and Social Media Marketing

Organisations approach to inbound marketing.

                                                                                      
Pretty Little Thing (PLT)

With 19 million followers, PLT customers stay up to date with the retailer and what they have to offer. PLT use a website to display their clothes and accessories. The website is organised into categories and drop-down menus so customers can navigate their way around the website easily. PLT always have a special offer on their website. Usually a % off at check out or free delivery. This entices customers to spend money and make use of the offers as they are limited.

You can also sign up to PLT marketing and receive updates with what’s going on. Seeing regular updates keeps PLT in the customers minds and may encourage them to make future purchases. PLT also include blog posts in their website.         

 Apple 

                                                                                           
 Apple is a multinational technology company. Apple have procured 31 million Instagram followers and almost 3 million on the video sharing platform TikTok.

Apple use their website to show off the latest gadgets that are available and also give customers the chance to purchase content directly.

The website is easy to work. Each Apple product has its own drop-down menu so customers can find what they are looking for quickly.  Apple showcase their latest products on social media and potential customers will come to the website to find out more. Apple also include offers to new customers like 3 months free Apple TV. Also included on the website is ‘Today at Apple’ this is a blog page which gives customers an insight on how to use their devices such as ‘Photo editing skills’ and ‘Video editing skills’

 

Strengths and weaknesses of the inbound marketing approach used by each organisation

PLT

Strengths:

-          Offers are sent to customers using buzz words like ‘shop’ or ‘claim now’. Easy to click and access the website via the email.

-          Website updated regularly with new fashion trends which are heavily promoted in the blogs and social media.

-          Smooth journey for buyers, buy the product, sign up to marketing, return and buy again

Weaknesses:

-          Offers are time limited

-          Offers sent via email could be personalised to each individual customers based on the buyer’s history.

-          Aimed strongly towards the younger generation.

 

Apple

Strengths

-          Website full of colourful photographs of the latest technology.

-          Easy to use website, laid out for customers to find what they are looking for.

-          Promotional offers advertised giving customers the opportunity to take advantage and not miss out

-          Lots of information available all in one place

-          Good SEO as Apple is first page on Google search engines with key buzz words

 

Weaknesses

-          Offers are time limited

-          Simplistic website may confuse the older generation in finding information

-          Apple products are premium priced and may not target as wide an audience as others.

 

Which organisation was best at inbound marketing and why

The organisation that was best at inbound marketing for me was PLT. The brand is more affordable and can be directed to a much wider audience. The website is full of images showcasing the latest fashions and the marketing emails showcase this massively.

 

Give examples of how each organisation could improve its inbound marketing

PLT

-          Improving their SEO. When typing in buzz words such as ‘clothes online’ PLT did not rank on the first page of the search engine

-          Making the website more user friendly towards the older generation may increase future sales.

Apple

-          Better focusing on their target audiences, as the costs of apple products are premium, target audiences are smaller and easier to build relationships with.

-          Including a ‘chat to us’ option on the website, people are considering paying out substantial amounts of money for Apple products and may require further information, help and advise. 

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