Digital Marketing

Adobe Stock 2021 *NOTE FOR THE MANAGER To boost our fashion brand's position, it is important to use search engine marketing (SEM). This delivers a statement of being among the best online fashion brands if it is easily visible. Not only that but it does save consumers time from looking at the next few pages, which consumers do not even bother doing since they opt for the first page results.  SEM allows the fashion brand information to appear at the right time and place, whilst targeting the audience that is already interested in the product the business offers.  When using SEM it is important to use search engine optimisation (SEO). Using quality SEO creates link-building which can target audiences through consumer's own searches.  Search engines consider links to be a sign of reliability, SEO aids in improving search rankings. When we use these strategies t ogether, our fashion brand can create integrated digital campaigns that produce a high-quality score, higher conve...

When it comes to online shopping, Princess Polly is one of the first websites I click on to. When you mention the name Princess Polly most Australian teens and young adults would have heard of it. There is no misconception that Princess Polly is one of a leading retailer in Australia with a global reach. Princess Polly started operations in 2005 as a brick and mortar store in the Gold Coast (Gallantway 2020). In 2010, Wez and Eirin Byrett, founders of the brand launched the digital website and realised that online sales were overtaking the physical store sales. This was the start of their retail empire. So what were the next steps? They wanted to take advantage of their online presence, build a loyal following whilst increasing sales and exporting products internationally. How were they able to do this? It's simple. Digital marketing communications. Princess Polly's digital presence has been the catalyst in establishing a successful fashion label and here is why. Website Presen...