Male Fashion and Digital Marketing - Coursework Example

Male Fashion and Digital Marketing Male Fashion and Digital Marketing In today’s technology driven world, social networking sites have turned into a channel where businesses can protract their marketing to a broader range of clients. Ferrell (2015, p. 23) defines social media marketing as the link between clients and brands, whereas providing an individual channel, as well as currency for user-focused networking plus social interaction. The approaches and tools for interacting with clients have transformed greatly with the rise of social media; thus, businesses are forced to learn different methods of using social media in manners that will match their business plant in order to realise great profits (White 2014, p. 44). This is particularly true for organisations attempting to gain a competitive edge over other organisations. Even though, social media marketing and digital marketing as a whole is a well researched topic, it has simply been researched through theoretical and experimental research, studies never accurately explain the advantages retailers acquire from this marketing method (Poore 2014, p. 31). When going through these surplus reviews, it can be noted that researchers normally focus only explaining what social media marketing and digital marketing is and also explaining the key factors affecting client behaviour in relation to digital marketing and social networking. This review discusses current literature that centers on whether male fashion consumer is more responsive to digital marketing/social media. In order to do this, this section will dwell on points such as (1) defining digital marketing, (2) traditional vs. digital marketing strategies, (3) marketing communication tools, (4) millennials generation, (5) the power of social media marketing, (6) online transaction, (7) fashion brands use of social media, (8) mobile application, (9) technology development, (10) fashion brand and consumer engagement, (11) consumer behaviour and (12) male and female social media interactions. Defining Digital Marketing Digital marketing is basically a sub branch of traditional marketing and utilises contemporary digital channels for product placement for mainly communicating with clients and investors concerning a particular brand and business progress, for example, where I can download specific music. Therefore, digital marketing is basically about two things: communication and access to your products, but it basically involves marketing of services or products using digital channels to reach your clients (White 2014a, p. 49). The main objective is to advertise brands through different forms of digital media. Digital marketing goes past internet marketing to take in channels, which do not need the application of the internet. It also comprises of mobile phones (both MMS and SMS), social media marketing, search engine marketing, display advertising, as well as any other type of digital media. Many experts argue that digital is not yet another method for marketing (White 2014a, p. 49). This is because it needs a fresh approach to promoting and a new interpretation of client behaviour. For instance, it agitates organisations to analyse and calculate the significance of downloads of apps on any mobile device, likes on Facebook, tweets on Twitter and so on. Digital media development is projected at 4 trillion online advertisements served yearly. A rising portion of ads stems from companies utilising Online Behavioural Advertising (OBA) to modify ads for users of the Internet (Harden & Heyman 2009, p. 21). Digital marketing is also usually termed as internet marketing, online marketing and/or web marketing. The phrase digital marketing has grown in status over time, mainly in certain first world nations countries, but also has been significant in developing nations. For example, in the United States online marketing is still widespread, and in Italy, they refer to is as web marketing but in the United Kingdom and worldwide, digital marketing has turned into the most common phrase, particularly after the year 2013 (White 2014a, p. 50). Traditional vs. Digital Marketing Strategies The debate goes on as to whether traditional marketing is better when compared to digital marketing or whether digital marketing overpowers and surpasses traditional marketing. A lot of people argue that digital marketing has taken over everything and that traditional marketing does not exist anymore, but it depends on their definition of digital marketing. Recent occurrences like Newsweek, a key magazine giant, switching completely to digital publications has caused a lot of ripples all over the marketing field (Spiller & Baier 2012, p. 26). Over the last couple of years, traditional marketing had fallen almost 160%, whereas, in the same past couple of years, expenses for digital marketing gone up over 14% (Spiller & Baier 2012, p. 27). There are numerous facets of traditional marketing and examples comprise of tangible items like print advertisements in magazines or newspapers and business cards among others (Patterson & Elliot 2002, p. 231). It also includes commercials on TV posters, and billboards, radio, as well as brochures (Otnes & McGrath 2001, p. 111). Generally, traditional marketing is anything apart from digital means to brand or advertise your logo or product (Thomas & Housden 2011, p. 60). Another ignored means of traditional product promotion is when individuals find a particular business through a network or a referral and, in due course, build a rapport with the business (OCass 2000, p. 545). However, in traditional marketing, the communication only occurs in one direction, with one product (or person) communicating with the target audience (Manrai 2001, p. 270). Whereas this form of communication does rarely exist in digital marketing, the spotlight is rather on multi-directional communication, wherein the business will communicate with the clients (Wind & Mahajan 2000, p. 98). Traditional marketing has restricted communications with the clients, and those are earlier planned and take much longer time since they utilise methods such as phone calls, letters, and emails etc (Fullerton 2011, p. 29). However, digital marketing only depends on the Internet, and this implies that every interaction is public, thus any other customer can join in the discussion and respond instantly. Marketing Communication Tools A business has numerous tools their disposal for creating awareness of their products, as well as supporting their selling endeavours (Hines & Bruce 2001, p. 21). Whereas there are many marketing communication tools for both traditional marketing and digital marketing, these tools are normally mixed to come up with key broad categories. Below is a discussion of some of the broad categories of these tools some with examples of how they are used to communicate with the target market concerning the products being advertised (Paquette 2013, p. 13). These marketing communication tools include advertising, social media, direct mail, trade shows and newsletters or catalogs among others. The main goal of advertising is creating awareness of a particular brand or product (Scase 1999, p. 59). An advertisement might be a business claiming that it provides the best lawn mowers in town. Advertisements aid in promoting any product plus branding the business (Rukandema 2000, p. 66). A key advice about advertising is to be overly clear about its goals, the target market and also the measure of its effectiveness (Cathy, Vincent‐Wayne & Morgan 2006, p. 169). The main purpose of mailing, on the other hand, is generating leads through some form of call to action or an offer. A case of direct mail or email can be a message, which discusses the need for extra revenue and execution of a marketing program, which will lead to extra revenues. Social Media’s key purpose is offering “information” concerning your services, products, and business, and other individual’s opinions and views about all three. Social media is not simply rising at a fast pace, but is also turning into a resource for buyers or consumers to study the potential service or product way before a business is even aware of the consumer’s concern (Ryan & Jones 2009, p. 71). A significant advice and recommendation here is to at least keep track of these activities, quickly respond to viewer’s comments, particularly if there is bad promotion (Schewe & Noble 2000, p. 129). Millennials Generation Millennials are the demographic cohorts that followed Generation X. Even though, there are no specific dates as to when the generation started and ended, researchers claim that claimed that they existed between the 80s and 2000s (Carter et al. 2007, p. 41). This generation, also referred to as Generation Y, was the first to come to terms with things such as the Internet and cable TV, as well as cell phones, thus technology is significantly buried into each and every Millennial’s DNA (Espinoza, Mick & Rusch 2010, p. 52). In fact, when researchers are asked what makes this generation so unique, they ranked ‘technology use’ first (24%), and then ‘pop/music culture (11%) second and ‘Tolerant/Liberal’ (7%) third (Espinoza 2012, p. 70). When compared to Baby Boomers, for instance, researchers ranked ‘work ethic’ as the most significant trait of their generation. Given their fluency and comfort with technology, Millennials have more of a positive view of how technology is affecting their lives than any other generation. Over 74% millennials consider that fresh technology makes their lives much easier, and 54% feel fresh technology allows them be much closer to their family and friends. And maybe that is why they are always have their smartphones on their hand and other devices, which they utilise more compared to any other generation. An astounding 83% of Millennials claim that they even sleep with their mobile phones, and they are more than 2 times more likely to buy every new iPhone release (Gardner 2006, p. 87). Being hard users of technology means this generation can connect their two worlds: one virtual and one real. They are widespread users of the Internet compared to their older counterparts and majorities consider significant figures such as Mark Zuckerbergas the face of this generation (Furlong 2013, p. 51). That said, platforms such as Facebook and Twitter are the choices for 72% of this generation, a characteristic that implies their lives are not private (DeChane 2014, p. 16). The Power of Social Media Marketing Millennials pay close attention to ads, which pop up on their smartphones or mobile devices while they are utilising their daily apps or ones, which catch their attention. Social Media has turned into Millennials’ link to the outer world (Delace 2011, p. 4). Most of them do not even watch any news on TV anymore as they look it up on their smartphones (Kearney 2005, p. 568). This is because they consider it much easier and also more convenient for themselves because of the fact that they are, most of the times, on the move. Walther et al. (2008, p. 40) argues that enterprises and businesses could and ought to begin shifting to social media ads from television ads when marketing to Millennials or the Global Generation. Millennials are most likely to react to content that is appropriate and interesting; this is their attention span is usually short, so it is significant to have a great and eye-catching message. Millennials, Generation Y or The Global Generation, as others might call them, has become overly tech-savvy. They are always checking their Twitter feeds and checking their Facebook (Martínez & Wartman 2009, p. 98). They have become so close to their mobile devices that when someone tells them to put them away even for a one hour class, it is still hard for them. This is because their everlasting needs to interact with others. A normal millennial person checks his or her phone almost 43 times in a day, and some might think that this is insane, but business people do not see it that way (Ferrell 2015, p. 77). Millennials have become so attached to their mobile devices that it has become almost impossible to chat face-to-face, let alone promote products to this generation. Developing an interesting sharable content, which can be viewed on any mobile device, gives you better chances to attract many millennials (Manago et al. 2008, p. 446). Online Transaction It is anticipated that by the year 2017, Millennials will have the greatest spending power compared to any other generation. They might not be so keen to purchase homes or cars, but this does not mean that they do not like to shop. Most of the want to look nice, thus they purchase things such as clothes, technological devices and other things compared to any other generation. 45 percent argue that they use at least one hour a day going through retail-oriented websites and an infographic from Strano (2008, p. 18) shows that interacting with Millennials online can yield considerable benefits for eCommerce businesses. People might presume that Millennials spend most of their time playing games on their mobile, but that is not true. Surprisingly enough, mobile games are not as popular with Millennials, when contrasted to other generations. A number of factors go into a Millennials’ buying decision — and they somewhat cause of paradox. Millennials highly rate the views of other millennials more than other generations. At the same time, they trust the opinions of strangers when reviewing products online because they assume the comments are also from other Millennials (Sveningsson 2007, p. 145). Endorsing the greater good is significant to globally-thinking Millennials, who are three times as more prone to put on socially mindful brands compared to luxury labels. That being said, Millennials are also more prone to pamper themselves with impulse buyers compared to any other generation. The millennial demographic has enhanced embracing the convenience offered through online shopping (Thelwall 2008, p. 1321). A 2013 survey of UK web users’ feelings toward e-commerce revealed that both females and males ages 18 to 34 were more expected compared to their 35 to 60 year-old counterparts to take part in almost every online shopping event with 33% of females and 40% of males in the Millennials generation claiming that preferably they would purchase everything online (Ferrell 2015, p. 68). Fashion Brands Use of Social Media According to Thelwall (2009, p. 219), it was the other day that the fashion industry realised the significant of social media marketing. Previously, they had refused to adopt it at all, while some has only adapted to one-way communication through social networks, as well as RSS feeds mainly for sales and promotions. Most brands originally though social networking would deteriorate the relationship with clients, but for a majority it has became a genuine interaction tool between client and brand. These brands utilise social media as a modern platform to link with younger demographics. Venturing into the social media network permits organisations in the fashion industry to attract larger audiences. According to Hargittai (2007, p. 78), the fashion industry has switched to social media as a promotion platform to interact with their customers online and reignite passion in brands, as well as loyalty of their customers. The effortlessly accessible, informal nature of social media makes it a perfect platform for developing client trust and loyalty - vital elements of fashion marketing. Brands try to differentiate themselves in social media through providing perks, promotions, as well as discounts (Bourlakis et al. 2009, p. 135). Fashion brands mainly use social media for product promotion. Other applications comprise of reporting updates, news, announcements, customer service and events. For example, fashion companies can utilise Facebook to give full news stories and advertise events. They can utilise Twitter for shorter announcements and updates (Bampo et al. 2008, p. 276). The organisation chooses the sites to utilise and control how these sites showcase to people their image. Organisations’ consciousness of society’s reliance on technology pushes them to venture into social media marketing. A study by Campbell (2011, p. 87) claims that mobile internet application will go beyond that of desktop internet use by 2016. Social media has allowed clients to feel more connected to organisations plus it has also proved to offer more exposure to many brands. Mobile Application Whereas luxury fashion brands may have been formerly cautious to accept fresh technologies, it is safe to claim that today nearly every luxury fashion label is aware that they have to interact in fresh methods with affluent clients in an effort to attract fresh clients and further engage brand’s most significant enthusiasts (Casaló et al. 2008, p. 19). Designers have also acknowledged the great chances offered by the technology improvements on mobile and a majority of them have stormed the App Store with their fashion branded apps in the past couple of years (Cha 2009, p. 89). The approach appears to be effectively working: 93% of clients who have downloaded the mobile applications argue that they have had a nice experience: furthermore, 71% feel also better linked to luxury brands. Clients also are more inclined to see the brands, which offer apps more favourably compared to those which do not. Luxury fashion brands utilise their mobile apps foremost for marketing purposes, with a special focus on awareness of the brand. Almost all of the branded mobile apps show a catalogue with the fresh collections, photos and videos from fashion events, and behind-the-scenes recording from fashion weeks among other elements (Cheong & Margaret 2008, p. 38). One could argue that, by now, this has been set as the path for feature designers. Style inspiration and store locator tools are very popular, as well. Mobile has been getting more and more consideration from the luxury fashion lately: turning into a more and more important outreach channel to broaden client relationships (Chi 2011, p. 44). Nevertheless, more brands should include it in their commerce strategy in order to tap in on the rising opportunity to enhance sales via mobile devices. Understanding digital commerce for the luxury client might be difficult, but luxury brands are not resistant to changes in shopping behaviour (Cox 2010, p. 8). You need to keep up with their clients’ fresh habits, which will be essential for brands that want to lead the market forward. Technology Development Technological advances have transformed the face of marketing in every way possible. Only a few years ago, all a business needed to do was place an ad in the newspaper, radio, television or magazines, in order to get their message across (Chu 2011, p. 30). With the growth of the Internet, as well as the “mobile” Internet available via smartphones, tablets cell phones, plus other such mobile devices, marketing has transformed. Through the Internet, promoters utilise use keywords linked to their product thus it comes up in the search engine’s results. Another method involves putting links to product pages from websites or articles, graphic ads or clickable text put in strategic places on websites or free e-books, which contain downloadable applications or links that link to different products and quick response (QR), which an individual only scans with his or her QR reader-equipped device (Curran et al. 2011, p. 26). QR codes are the most recent technological advancement and appear normally as a 1-by-1 inch or larger white and black graphic, which symbolises a maze. These codes usually link to websites, products and more. If you track trends in business technology, the thought of a web-based supply chain management platform might be theoretically familiar as a previously tested answer for other vertical industries (Di Pietro & Pantano 2012, p. 27). Now, the distinction is that the fashion industry – basically derived from no less than complete creative abandon – appears primed to accept it as a tool of driving hard business goals. Wholesale market technology is significant for those who intent to turn a profit, as well as enhance their market share, whereas putting into practice their creative visions; it is a foundation, which is becoming vital to competing in our modern, linked marketplace (Ferguson 2008, p. 178). Retailers and producers should seek to apply this technology to the fullest in order to attract each and every potential buyer. Fashion Brand and Consumer Engagement Whereas social media surely has plays its part as a key marketing strategy, fashion brands have to look past the medium’s capability to only influence short-term purchases (Harris, L & Charle 2011, p. 338). The tool has proved itself to be very significant and powerful in some situations, but has a less impact on people’s immediate purchasing decisions, whereas its actual potential remains unnoticed. In order to fully engage clients, particularly fashion-crazed customers, you need to fully acknowledge social media for what it really is; this is a brand-promotion mechanism that opens conversations between retailers and their followers. It does this to fully engage the clients and the producer or retailer, and it works well for things such as queries, product awareness plus client service issues, but cannot fully be depended on when it comes to purchase. The only thing we can rely on is the engagement between the client and the retailer. Similar to the way we have witnessed a change towards more private mobile social media such as Facebook, WhatsApp and Instagram among others, digitally-skillful fashion retailers have utilised client information to develop personalised, app-based activities that permit consumers to get wish-lists, applicable promotions and shareable brand content (Ferrell 2015, p. 99). Furthermore, these closed networks are playing a significant part for in-store staff, permitting them to share information and knowledge, tapping in to earlier purchases, dislikes, likes and more to offer an enhanced and more profitable client experience. By centering too much on sales, many brands are assuming a one dimensional approach, which instantly detracts from the actual value of social (engaging clients) (Heinonen, K 2011, p. 356). These networks are far-fetched for developing both interest and awareness, but when it comes to shifting products, they are no replacement for a personalised mobile-first strategy. Thus, retailers should ensure that their first goal for engaging in social media is not for increasing sales, but engaging the client. Conusmer Behaviour in the Fashion Industry Some retailers sell their products at higher prices compared to other retailers (Crane 2000, p. 31). These retailers determine the status level of their clients depending on the type of fashion they sell at their stores, which they use to gauge the price of their products. Fashion stores with slightly higher prices appeal to their clients more on a psychological level following the customary metrics, which seem inadequate to them (Social Trends 2001, p. 6). Humans are more provoked to satisfy their personal self-concept, their esteem urges and their need to belong to particular social groups (Packard & Raine 1979, p. 6 and Schor 1999, p. 84). This is because of their lifestyle choices, which include ambition, materialism, orientation towards status and power, as well as the desire to be popular. Clients believe that because they were cloths in the public, thus they dress for other people (Bakewell & Mitchell 2003, p. 115). This is why marketers, retailers and fashion researchers are always interested in the social influences and values of groups, particularly organised clusters who value their influence on others. Clients are more inclined to go for brand name products compared to other generic products (EOC 2001, p. 7). Furthermore, when asked to choose between different products, whose brand they do not recognise, people are normally a bit confused on which product to settle, but when presented to different brands names, they quickly settle for brand names that are well recognised (Hassanein & Milen 2005, p. 31). Consumers do not care whether a particular brand is expensive because they consider these brands superior to cheaper brand. The expensive brands look more appealing to the eyes of the public compared to cheaper brands (Hewitt & Baxter 2004, p. 98). Thus, it can be argued that psychographics plays a significant role in client preferences. Therefore, if retailers use more effort and time researching this method, thus it can be applied to their benefit (Kacen 2000, p. 345). Male and Female Social Media Interactions A majority of the studies about social media have found out that females use social networking sites more compared to males, which include sites such as Facebook, Twitter and MySpace among others. Female participants in a 2007 study to uncover the motivations of users of Facebook scored higher on scales for posting of photographs and social connection (Bourlakis et al. 2009, p. 138). Likewise, a research of blogs carried out in MySpace, females were discovered to be more prone to not only compose blogs but also write about romantic relationships, family, friendships, as well as health in those blogs. Another study of UK SNS users discovered that females were more prone to have expressions of closeness, particularly in the areas of (a) specially naming their best friends or partners, (b) publishing photos of their partners, family and friends, and (c) writing special messages to, as well as about their friends. Females were also more prone to have expressions linked to romantic and family relationships (Bampo et al. 2008, p. 275). One of the significant discoveries of this study is that those males who do have articulations of romantic relationships in their social networking profiles had feelings similarly as strong as the women, but it was speculated that this might be because of a desire to openly express heterosexual acts rather than just expressing romantic feelings. When it comes to men, me use SNSs mainly to keep themselves up to date with the world. This is because these sites have turned into a source of daily news. One can be aware of new products among other stuff going on around the world just by checking the news feeds on his or her social networking profile. That is why, when it comes to issues such as online shopping, men stand out more than women. They are involved more in online shopping compared to women. Conclusion and Recommendations In conclusion, this research paper has determined that male fashion consumer is more responsive to digital marketing and the use of social media to promote goods. As more and more shoppers are utilising social media, for instance, Facebook, Twitter, LinkedIn and MySpace, and depend on them for shopping decisions, promotion via these media has become significant. Social media sites are superior to other advertising avenues since they keep information for every user; therefore, making sure that the marketing attains a retailer’s particular target market. 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