Social Media Marketing
angei112
SocialMediaMarketingFinalcopy.docx
Social Media Marketing
Final task
Table of contents:
Define Social media goals, aligned with the marketing plan and the business goals
- Competitive analyses
- Audit your brand Social Media presence
- Analyze the audience – Define your target persona
- Social Media Campaign
o Define your Social media key priorities - Define specific SMART goals and strategies o Social media mix - Network channel (platforms) selection to reach the Target Audience - define specific goals per network o Define metrics per action/network o Define relevant content (key messages aligned with your objective, strategy and mission). o Create an activity calendar o Budget
Social media marketing is a unique approach for promoting and expanding the brand's product or service across multiple online platforms that have a broader audience than conventional marketing. Throughout the report, I will concentrate on MANGO, a multi-national brand that sells clothes and accessories for both women and men. Barcelona is the headquarters of the well-known luxury chain. Mango's idea is to have a standard comparable to the world's second largest textile exporters by using a deposit scheme that allows them to sell 30,000 garments per hour. Employees work together as a team to respond to consumer demands and foster brand engagement with the public.
The key goals will be established across various online platforms such as Instagram, Facebook, and Twitter, where brands can quickly turn followers into eligible leads and purchases by sharing engaging content. Increasing the brand followers with new content would increase site traffic in a limited amount of time that is not too costly to maintain. The increased traffic would result in increased revenue as well as additional benefits from sharing views on the website and posting more polls questions. It is important for the company to share new promotions and giveaways in order to gather more detailed data to decide the audience's expectations.
Competitive analysis
Based on Mango average prices and as compared to their retail competitors, the brand is perceived to be in a middle position. Taking into account Mango's biggest rivals in the fashion retail industry, such as Zara and H&M. In terms of brand leadership, Zara has a larger following, and we can see how Mango is responding to their rivals' latest posts and tactics across social media platforms. In Spain, apps like SpyFu and Alexa.com are relevant to use because data shows that participants use them a lot. The tool will assist in identifying the highest-ranking keywords as well as provide an analysis of the company and its competitors. Analyzing each brand's social media traffic and presence across various channels. Mango and its textile industry rival in Spain have large-scale social media ad programs that target their customers. The brand tries to keep a close eye on their rivals in order to spot keywords used, content posted, and a variety of other tactics leveraging web platforms in order to remain one step ahead of the competition.
|
|
TOTAL VISIT |
TRAFIC IN SPAIN |
ORGANIC SEARCH |
PAID SEARCH |
|
MANGO |
23.26M |
11% |
64.14% |
35.86% |
|
ZARA |
79.63M |
6.84% |
97.93% |
2.07% |
|
H&M |
100.27 |
… |
91.45% |
8.55% |
|
CHANNELS FOCUSED
|
COMPETITORS |
Followers |
Likes |
Posts |
|
|
MANGO |
11,651,684
|
11,689,880 |
|
|
|
ZARA |
29,924,351
|
29,691,342
|
|
|
|
H&M |
39,517,118
|
39,516,377
|
|
|
|
MANGO |
12 M |
|
4,522 |
|
|
ZARA |
43.2 M |
|
3,294 |
|
|
H&M |
36.8 M |
|
6,173 |
|
|
MANGO |
768.3K |
|
|
|
|
ZARA |
16.7K(ES) |
|
|
|
|
H&M |
330K(ES) |
|
|
Analyze the audience – Define your target persona
Women and men between the ages of 20 and 35 are Mango's primary focus segmentation. Women that love a range of models and adopt fashion trends. Mango is known for its affordable prices and high-quality products, such as linen dresses, for the upper middle class. Based on my own experience working in a mango shop, customers visit the store once a month to purchase something new. New patterns and contents are uploaded, sold, and branded on Mango platforms, as well as a new Home collection section that will be launched in the coming months, since the Mango girl campaign is already on the move. Users are exposed to new content as the company analyzes behavioral movements and reactions.
Mentioning the new wave of young girls in Spain who are posing as brand advocate on social media by using the hashtag #Mangogirls in their posts or Tiktok videos, which would draw other customers and be circulated across networks. The launch of its latest line comes after the brand announced in January that it would shift its emphasis to quick fashion. Mango said it would continue to concentrate on quick fashion in order to maximize its retail activity, taking in the newest trends every two weeks. Every month, it will also announce marketing ads showcasing new models. Mango will deliver a range of premium items at competitive prices in addition to the regular monthly collections.
The #NewPrices bundle hashtag campaign from the Spanish retailer will be 15% less expensive than its existing offerings, and it is now available for purchase online and in stores around the world.
Social Media Campaign
Social media campaigns are a method for connecting with your audience on social media platforms in order to create your brand awareness, boost revenue, and improve website traffic. This requires implementing informative content for your social media accounts, listening to and engaging with your fans, reviewing your results, and running social media ads. Mango will start a new campaign that will run for two months and will only focus on two major platforms: Instagram and Facebook, where the company has the most followers and user engagement. With every 2 to 3 days posts and weekly question surveys, the initiative will provide customers with the idea of the new home Mango sector.
refences:
https://www.heuritech.com/blog/company-analysis/trend-forecasting-social-media-mango/
https://www.slideshare.net/MarinaDecuseara/digital-marketing-strategies-case-study-mango
https://en.calameo.com/read/0053121246a7cddcccee8
https://www.voguebusiness.com/consumers/spanish-label-mango-approach-to-fast-fashion
https://www.doyoubuzz.com/var/f/gt/-j/gt-jxQCK8ZShWzceX7HJ2BVR6l4bTgt5DrjMEIFa1wu_master.pdf
https://thehannahpalette.files.wordpress.com/2017/08/mango.pdf
https://www.marketing91.com/swot-analysis-of-mango/
https://www.itb-worldwide.com/services/influencer-marketing/mango/
https://www.housebeautiful.com/uk/lifestyle/shopping/a35243185/mango-homeware-collection/
