MBA631 Digital Marketing and Communication Report 1 Sample
Assignment Brief
Your task
Individually, you are required to conduct a digital marketing audit of a brand. Please note that you will need to use the same brand in the third assessment.
Description
In this individual assessment, students will be given an opportunity to evaluate technologies such as interactive media, the internet, electronic marketing, and social media and how marketers can utilise these. In addition, students will be given an opportunity to compare e-marketing with traditional and blended methods to identify future opportunities for business growth.
Instructions
The brand details you must focus on will be available to you by the end of week 2 via MyKBS’ s ‘View the assigned brand’ button located in the assessments tab of the subject. Using the digital audit framework focusing on two (2) main components, including social media and digital content marketing, you are to conduct a digital marketing audit by writing a 1500-word analysis of how the brand performs in the digital landscape. More specifically, you must address the following requirements and structure:
1. A concise introduction of the brand, including but not limited to a brief history, location information, size of the business, product/service offering, and so on.
2. Which social media platforms are used and not used? Please explain why the company chooses to focus on these platforms.
3. How is the company implementing its digital strategy? Please support your stance with relevant sources of information.
4. Who are the direct and indirect competitors? What are competitors doing, and where are competitors finding their success online?
5. Based on your findings and using the digital audit framework, where (not how) could the company improve?
6. References List (Not included in the word limit of your submission).
To benefit most from this assessment, you must research the assigned brand to understand its overall business strategy and digital marketing platforms, e.g., website, mobile app, social media, eCommerce, etc. Your digital marketing audit must focus on the two (2) mentioned components above to help you explain how the band is currently performing in the digital space.
In preparing this audit, you are required to use at least ten (10) sources. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your analysis.
Solutions
1. Company Introduction
Bugaboo happens to be a popular Dutch company and brand, which specializes in the design and manufacture of the premium strollers and prams for babies, infants and toddlers. The company was founded in the year 1999 by renowned designer Max Barenburg and Doctor Eduard Zanen. The brand gained a reputation very quickly for its stylish and innovative products that address the needs and preference of modern-day parents (Bugaboo, 2024). The company has its headquarters in Amsterdam, the Netherlands but also has a noteworthy princess in the global presence. It sells its products in over 50 countries. The brand offers a wide range of strollers and prams and related accessories, specifically designed with care to provide functionality, comfort and ease for both babies and parents. Bugaboo Fox, Bugaboo Cameleon and Bugaboo Bee are some of the popular models that gained popularity in the market (Womenshealth.com.au, 2023). The overall size of the business has significantly grown since its establishment with a strong workforce, dedicatedly working towards research, product development and customer service. The main reason behind the brand’s top positioning in the market is its focus on constant innovation and making user-centric design.
2. Social Media Platforms Used and Not Used by the Bugaboo Prams & Trolleys
Platforms used
Instagram - Instagram happens to be a visual capturing platform that Bugaboo uses to attract people's attention towards the design and functionality of the products it makes and sells. The brand is able to demonstrate the innovative features and aesthetics of its trolleys and prams by sharing high-quality videos and images (Bugaboo, 2024). Instagram emphasizes visual content and it associates with the barn identity of Bugaboo that focuses on functional and stylish products. Bugaboo shares Instagram reels and stories to showcase product launches, behind-the-scenes and customer reviews, which improves brand engagement.
Facebook - The brand mostly uses Facebook to increase audience engagement via posts, images and videos highlighting their products. The large user base of the platform helps Bugaboo reach a wide range of audiences, including caregivers and parents (Chitena et al. 2021). They are the key customers for trolleys and prams for university assignment help.
YouTube - Detailed product demonstrations, customer testimonials and instructional videos are shared by Bugaboo on YouTube. YouTube creates a space for the brand to create detailed content to provide knowledge to potential customers regarding the benefits and features of their products (Danneels and Desgaches, 2023). These platforms allow the sharing of long video content, which aids in building trust and provides esteemed information to customers, seeking for high-quality and reliable trolleys and prams.
Platforms Not Used
Twitter - No significant presence of Bugaboo is seen on Twitter. This is because the fast-paced nature and focus on text-based updates is not in alignment with the strategy of the brand to highlight visually appealing products. Also, the user base of Twitter might not provide the same reach or engagement level as compared to other platforms, suitable to the marketing needs of the company.
TikTok - Though TikTok has gained huge popularity, Bugaboo has not used the platform to an extent. This is because TikTok attracts a younger audience, which is in contrast to Bugaboo's target audience. Nevertheless, the platforms' potential to make continents viral may be future scope for the brand in case it wants to reach a younger audience as well (Mahoney and Tang, 2024).
Thus, it can be said that the strategic utilization of Instagram, Facebook and YouTube associates well with Bugaboo's goals as well as the target audience whereas the platforms like Twitter and TikTok are not presently used by the brand but may provide future scopes to help the brand expand its digital presence.
3. Digital Strategy Implementation
“Bugaboo” is a well-known brand for its premium strollers and prams that has implemented a robust digital strategy that basically integrates social media and digital content marketing to develop its global brand presence and drive consumer engagement (bugaboo.com, 2024).
Social Media Strategy
Bugaboo signifies major social media platforms that include Instagram, Facebook and Pinterest to engage with the global audience. On Instagram, this brand signifies the visually appealing content that features its global products in real-life scenarios (ecommercedb.com, 2024). This approach aligns with the platforms for visual nature and it effectively captures the main intention of the potential customers.
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Figure 1: Bugaboo’s online profile
(Source: bugaboo.com, 2024)
Moreover, Bugaboo’s Instagram account frequently posts high quality images and videos that describe product features, user testimonials and lifestyle shots. This visual content showcases the premium image but develops community engagement through user-generated content and interactive features such as stories and polls (theguardian.com, 2018).
Digital Marketing Strategy
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Table 1: Digital marketing strategy
(Source: Self-Created)
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Figure 2: Social media post of Bugaboo
(Source: Bugaboo.com, 2024)
According to Statista, the brand Bugaboo’s digital content marketing and the social media strategies that have significantly boosted digital engagement and brand loyalty. The potential brand’s use of the visual content on Instagram and other informative blogs and it strengthens its digital presence. In 2023, Bugaboo.com generated $33.7 million in online revenue (ecommercedb.com, 2024). The strong sales development, a significant increase in shopping cart size, and effective digital marketing strategies, contributing to robust e-commerce performance and growth.
4. Competitor Analysis
Direct competitors
UPPAbaby: this brand specializes in the premium car seat and strollers and is similar to Bugaboo’s offerings. This brand has found success through its strong social media presence and engaging content on Instagram and the influencer partnerships (Evans, W.D. and French, 2021). This brand’s main focus is on the high visuals to set user testimonials and it developed a reputation among parents seeking a luxury functionality.
Chicco: The key player in the high-end stroller market, Chicco develops product innovation and safety. Its digital strategy includes formative blog posts and active engagement on social media platforms such as Instagram, Facebook (Find-and-update.company-information.service.gov.uk, 2022). This brand’s success is driven by the detailed information and customer reviews that help build trust and credibility.
Indirect competitors
Evenflo: Competes indirectly by analyzing budget-friendly strollers and safety products. Evenflo’s digital strategy incurs engaging content on the YouTube and Instagram, highlights showcasing product features and user experiences (Dubbelink et al. 2021). The brand’s emphasis on affordability and the family-friendly content has been analyzed with its target audience.
Graco: Offers a range of strollers that appeal to diverse markets. Graco’s digital marketing focuses on affordability and practically, using the targeted Facebook ads and the YouTube video to reach a wide audience. The brand’s success lies in its extensive online advertising and promotions that attract cost-conscious consumers.
Competitor Strategies and Success:
Direct competitors such as UPPAbaby and Chicco excel through the high-quality visual content and strong influencer collaborations to create aspirational brand images and engage directly with the target market. Their success digitally is attributed to strategic social media marketing digital campaigns that drive consumer engagement and conversion. Indirect competitors such as Graco that focus on diverse market reach and value content (Lahtinen et al. 2020). Their main success is rooted in effective digital advertising and the promotional strategies that appeal to budget-conscious consumers to capture an important share of the stroller market through cost-effective marketing efforts.
5. Areas for Improvement
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Table 2: Digital audit framework
(Source: Self-created)
Digital marketing:
Bugaboo’s digital marketing strategy has been very effective, but there is a specific room for improvement to expand its market reach and engagement. This brand could develop its use of the digital advertising across the additional platforms such as TikTok and Twitter to reach the diverse demographics and is to capitalize new trends (Dubbelink et al. 2021). Moreover, refining targeted advertising campaigns to better customize content that could increase the conversation rates to attract the customers.
Content Strategy
Bugaboo is to create high quality educational content, and there is base potential development. This brand expanded its content strategy to include more interactive and user-generated content such as live Q&A sessions or the virtual products demos.
Digital presence/Creative Design
Bugaboo’s website is the vital touch point for the entire customer and improving here could significantly affect overall performance (Lahtinen et al. 2020). Developing website usability and the more intuitive navigation that develop load times and it would improve the user experience. Investing more in dynamic visually appealing web designs that could better reflect the brand’s premium positioning and engagement of visitor’s values.
Customer Interactions
Strengthening customer interactions through personalized communication and it could improve customer satisfaction. Implement chat bots or live chats to support real-time assistance that could address customer inquiries effectively.
Analytics and the Performance Measurement
Improving analytical capabilities to better track and measure the core effectiveness of the digital marketing efforts is vital. Developing use of data-driven insights to optimize campaigns and content strategy that would provide a caterer understandings of customer behavior that lead to inform more decision making aspects.
References:
Bugaboo (2024), Bugaboos official website, Available at: https://www.bugaboo.com/us-en [Accessed on 03.08.2024]
bugaboo.com, 2024 Available at: https://www.bugaboo.com/gb-en/blog/ [Accessed on: 3.8.2024]
Chitena, D., Ude, A.U., Chinnasamy, V. and Zeundjua, T., 2022. A review on the usability of wheeled luggage. Cogent Engineering, 9(1), p.2143038.
Danneels, E. and Desgaches, T., 2023. Analysis of factors influencing online purchase of childcare products.
Dubbelink, S.I., Herrando, C. and Constantinides, E., 2021. Social media marketing as a branding strategy in extraordinary times: Lessons from the COVID-19 pandemic. Sustainability, 13(18), p.10310. https://www.mdpi.com/2071-1050/13/18/10310
ecommercedb.com, 2024 Available at: https://ecommercedb.com/store/bugaboo.com [Accessed on: 3.8.2024]
Evans, W.D. and French, J., 2021. Demand creation for COVID-19 vaccination: overcoming vaccine hesitancy through social marketing. Vaccines, 9(4), p.319. https://journals.sagepub.com/doi/abs/10.1177/1524500420925188
Find-and-update.company-information.service.gov.uk, 2022 Available at: https://find-and-update.company-information.service.gov.uk/company/07785001 [Accessed on: 3.8.2024]
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), pp.357-375. https://www.emerald.com/insight/content/doi/10.1108/JSOCM-10-2018-0122/full/html
Mahoney, L.M. and Tang, T., 2024. Strategic social media: From marketing to social change. John Wiley & Sons.
theguardian.com, 2018 Available at: https://www.theguardian.com/news/2018/mar/20/bugaboo-luxury-pram-baby-buggy-stroller-parenting [Accessed on: 3.8.2024]
Womenshealth.com.au (2023), ‘I Tried the Bugaboo Fox 5, the Brand’s New (Hyped) Eco-Friendly, All-Terrain Pram’, Available at: https://womenshealth.com.au/bugaboo-fox-5-review/ [Accessed on 03.08.2024]
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