Digital Marketing of Levi Strauss & Co - Essay Example

? Digital Marketing Table of Contents Levi Strauss & Co: Organizational background 3 Market, products & services, s, digital presence 3 Importance of customer insight from key words research 5 Utilization of Search Engine and Pay per Click in Organization 6 Rationale for e-marketing tools 7 Aspect of Digital Marketing Campaign Legislation 9 References 10 Levi Strauss & Co: Organizational background Levi Strauss & Co. is a private organization of US that has its business in the industry of men’s clothing. The company is widely known for its Denim brand of jeans sold across the globe. Levi Strauss & Co. received its first US patent of manufacturing denim jeans or blue jeans in the year of 1873. The company was founded by Levi Strauss and is being controlled by the private owners or descendants of the company and headquartered in San Francisco in USA. Over the years, the company has expanded its operations and sales in Europe, Middle-East, Africa, Asia Pacific and several other parts of the world. The company employs around 10,500 people all over the world. In order to expand its operations both in US as well as in the overseas markets, the company increased its manufacturing units. The number of manufacturing plants increased from 16 plants in 1964 to 63 plants in 1974. Apart from this, 23 overseas plants were set up by the company. Between 1980s and the 1990s, the use of jeans by societies across the world increased rapidly. The company followed the market trend to increase its operations. Riding on the high rate of growth of revenues and profits earned over the years, the company offered to pay unusual dividend of $750 million to their workers over a period of six years. The company earned revenues of $4.4 billion in 2010 with a net operating income of $381 million. Market, products & services, customers, digital presence The Levis brand of men’s clothing is a pioneer in the sale of jeans and other fashionable wear for men. Levis capitalized on the emerging trend of fashion and the increasing taste of blue jeans by the greater part of the population. The company acquired Great Western Garment Co. in order to increase its offering of jeans to its customers. Apart from blue jeans, the company also started to offer stone-washed jeans in order to tap the market potentials. The products offered by the company are mainly jeans. The denim jeans are the core product of the company. Over the year the years, the company has expanded its operation by riding the trend of the mainly young generation who has got inclinations towards wearing jeans. Variations in the different categories of jeans were included in the gamut of product offerings. The stone-washed jeans also became popular with the blue jeans sold by the company. The young generation is the target market segment of the company. The company has adapted to the emerging lifestyle in order to increase base of customers. The spread of the brand name across the world has led to increase in customer base. In the age of globalization, the physical existence of shopping stores has started to become irrelevant. The change in the lifestyle, availability of time, speed of livelihood and the changing tastes of the customers have led to the advent of online shopping (Smith and Chaffey, 2013, p.79). The company have also resorted to the online marketing tools and increased its digital presence in the business world. Levis brands of men’s clothing capitalized on the online marketing tools that increased revenue earnings of the company through e-commerce. The use of social media platforms enhanced the prospective of marketing its products and services. The increase in digital presence increased the access of the products and services of the company to a wide range of customers. The customers could sit in a position and exchange information or share experiences on the Levis clothes for men (Straus and Frost, 2011, p.49). The customers also had the option of use electronic devices like mobile, laptops, etc and use internet for shopping of menswear offered by Levis. Due to the digital presence of the company, the customers could take decisions on the purchase of the men’s clothing offered by Levis by looking at the comparative features like quality, price, etc. The digital presence of the company not only enhanced the access to the markets but also reduced the establishment cost of the company (Chaffey and Chadwick, 2008, p.56). The establishment cost of store and personnel for carrying out sales activities were reduced. This allowed the company to increase its business profitability. Importance of customer insight from key words research The key word research tools used by the company are important to understand the customer insight aspects on Levis brand. The customer insight signifies areas of interest of the customer that matches the features of the Levis brand. The keywords used in the digital campaign are the words that are most likely to match the taste and preference of its customers. Levis brand of men’s clothes are marketed in the digital platform using the long-tail keyword tool. The long tail keyword used in the digital campaigns is used by choosing the keywords that have high frequency of match with the opinions and references of the buyers. The use of long tail keywords applied for the digital campaigning of the Levis men’s clothes are suitable for its products that contain a fashion or style statement. In order to ensure successful digital marketing campaign and effective implementation of the search engine optimization techniques, the keywords chosen for the research represents the probable customer insights or the probable areas of interest (Gay, Charlesworth and Esen, 2007, p.38). The examples of long-tail keyword are “Levis jeans for men”, “Levis signature jeans for men”, “Where to find Levis jeans”, “Price of Levis menswear”, etc. The keyword research tools used for the Levis brand takes into account the concerns, queries and areas of interest of the customers. These include queries of the quality of the Levis men clothes, price of the means wear offered by Levis, the locations where Levis jeans for men could be obtained, the available discounts on Levis jeans, etc. All these information represents the insight of the customer which matches with the features of the Levis men’s clothes that are sold in the market. Hence, in order to successfully implement the digital campaigns for marketing of the Levis menswear, the customer insight is extremely important for consideration. Utilization of Search Engine and Pay per Click in Organization Pay per click marketing is collaborative, iterative and complex in nature. It tries to attempt to satisfy three different appetites, such as engines, searchers and advertisers. People generally click on paid search advertisements quite often comparing to other digital advertising forms. It helps to fulfil the people’s needs. On the other hand, search engines try to cater both the advertisers and searchers simultaneously. The searchers generally comprise their user base; on the other hand, the advertisers provide the searchers with their specific revenue stratum (Barnes and Scornavacca, 2004, p.5). The search engines want to provide appropriate and most relevant results to the users. Pay per click marketing process revolves around several keywords. Keyword research, alignment and organization are very much important in order to create an effective Ad Words campaigns. Moreover, these Keyword research, alignment and organization help the search engine reward advertisers to develop targeted and well organized pay per click campaigns. If Levi Strauss & Co. shape their pay per click promotional efforts based on appropriate and actual goal conversions and keyword traffic data rather than third party estimation, it will help the organization to save time and cost by reducing irrelevant traffic. But the organization will be ahead of their competition. The competition that does not have important integrated keyword management capabilities that helps to provide Word Stream. By recognizing the significance of keyword taxonomy and implementing Word Stream based on the actual campaign data, the organization can expect to grow their business client or customer base. These tools will help them to connect with several people deliberately seeking an organizational product (Varnali and Toker, 2010, p.12). Moreover, it will make the customers happy as it will provide effective and relevant answers to their search queries. Moreover, the organization can expect lower costs through these tools. The organization can enjoy systematically generated discount from several search engines in order to make the users comfortable and happy. Long tail key word can be defined as the multitude of keywords that represent little search traffic but it plays a big role in the website search traffic. Long tail key words can count multitude of numerous keywords for a common short tail key word. These long tail keywords are generally longer comparing to the short tail keywords. This can be made of four or five words but in some rare synonyms it can be only one word long. Long tail key words are very important to Search Engine Optimization. Long tail keywords can invent uphill of 80% of total website visits. These long tail keywords have limited bounce rates. Searchers are more likely to convert who try to visit the website through the long tail keyword. Rationale for e-marketing tools E-mail marketing and blogging are two old e-marketing tools. Recently the organizations are trying to avoid these e-marketing strategies due to the lack of productivity. These marketing strategies are considered as the old forced digital marketing strategies. Levi Strauss & Co. Shape is one of the most popular global men’s clothing brands. The organization implemented several digital marketing strategies in order to increase brand image in global market place. The organization implemented social media marketing strategy in order to increase the brand awareness in target customer’s mind. Moreover, they use Google Ad words to create brand awareness among the target customer group. In addition, they use their company website for the purpose of digital marketing. Online distribution and payment processing is another effective digital marketing strategy of Levi Strauss & Co. Shape. The organization can use e-mail marketing and blogging strategy for the group of target customers. It is true that people generally avoid business mails or spam due to the risk of theft of personal data and information (Scharl, Dickinger and Murphy, 2005, p.9). Therefore, it is recommended that the organization should focus on online lead generation and feedback collection before implementing the e-mail marketing plan. This strategy will help the organization to win the trust of customers. It is known to all that Levi Strauss & Co. Shape is a renowned global men’s clothing brand. Effective market research and significant awareness will help the organization to achieve success through the direct e-mail strategy. Online blogging can help the organization to review the customer’s views and experience about the products and services of the organization. This strategy is very much important for the organization. This e-marketing tool will help the organization to examine their strengths and weaknesses. Moreover, they can transform their weaknesses into potential strengths by adopting effective business strategy. It is recommended that the organization should follow effective business ethics and transparency in their marketing process. Otherwise, it can affect the brand reputation of the organization in global market place. Aspect of Digital Marketing Campaign Legislation E-mail marketing is one of the important and traditional digital campaign tools. It helps an organization to cover an effective target market. However, there are several critical aspects of e-mail market marketing campaign legislation. Account hacking and theft of personal information are one of the most critical legal aspects of e-mail marketing campaign. Due to these threats and risk factors, majority of the global consumers try to avoid these mails as spam mails. The organization has to maintain and control these risk factors in order to secure their business performance and brand image. They need to follow legal terms and conditions in order to secure the personal information of the customers. Levi Strauss & Co. Shape has to conduct an effective market research before implementing this digital marketing strategy. They should implement advanced technology in their marketing process to avoid these risks (Tahtinen, 2005, 13). Implementation of Elevates Checkmarx will help Levi Strauss & Co. Shape to prevent online hacking activities during online payment activities. Digital marketing is one of the emerging marketing strategies that help an organization to save cost and time. Therefore, it is necessary for the organization to implement effective digital marketing tool to maximize business profit. References Barnes, S., and Sconavacca, E., 2004. Mobile marketing: the role of permission and acceptance. International Journal of Mobile Marketing, 13(4), p.5. Chaffey, D. and Chadwick, E. (2008). Digital Marketing strategy ,Implementation & Practice 4th edition. USA: Pearson Education. Gay, R., Charlesworth, A. and Esen, R. (2007). On line Marketing a customer led approach. UK: Oxford University Press. Schalr, A., Dickinger, A., and Murphy, J., 2005. Diffusion and success factors of mobile marketing. Journal of International Commerce, 6(4), p.9. Smith, P. and Chaffey, D. (2013). E Marketing Excellence Planning & optimising your digital marketing 4th Edition. USA: Rutledge. Straus, J. and Frost, R. (2011). E- marketing 6th Edition. USA: Persons Education. Tahtinen, J., 2005. Mobile advertising or mobile marketing. A need for a new concept? Journal of Mobile Marketing, 12(3), p.13. Varnali, K., and Toker, A., 2010. Mobile Marketing Research. Journal of E-Commerce, 9(4), p.12. Read More