Asignment 3: Inbound Marketing

 

Assignment 3:

Inbound Marketing

Cristina Falces

30/10/2023

British Academy Of Digital Marketing

Task 1 

The following report analyses the Inbound Marketing of two of the largest jewelry brands in the United Kingdom: Astrid & Miyu and Daisy. Inbound Marketing is a strategic approach to creating valuable content that aligns with the needs of your target audience and inspires long-term customer relationships (Salesforce, 2023).

Approach 

Astrid and Miyu are actively producing high-quality content on Instagram (533k followers), Facebook (55k followers), Pinterest (12,2k followers), and TikTok (90,6k followers), allowing them to have high engagement that positively impacts followers and viral videos.

They also have a newsletter and create monthly emails informing customers about the company and products. Customers have to sign up from the website homepage, where they will also receive a discount on the first order by signing up. To build a strong relationship, Astrid created a loyalty program to give benefits to loyal customers. Customers can earn points on a loyalty card by following them on Instagram, making purchases and reviews, referring a friend, or participating in the silver recycling scheme program. Their blog page is a source of inspiration, highlighting different girls' lifestyles to inspire others and build a strong community. 

Daisy is active on social media channels like Instagram (169k followers), Facebook (17k followers), Pinterest (2,3k followers), YouTube (419 subscriptions), and TikTok (12k followers). The podcast offers a platform to empower and inspire through the storytelling of different women, creating a strong female community (Daisy, Our world, 2023). Also, they have a  blog in their website that provides many tips to style the jewellery. 

The website is clear and organised, providing all the information needed in the FAQ section. Again, an example of great customer service. They have a monthly newsletter in which they email the customers who recently joined to introduce them to the latest news. Their VIP program provides benefits to customers after the fifth order, for example, free packaging and delivery, birthday treats, and exclusive gifts. 

Strengths and weaknesses 

Astrid has a great Inbound Marketing strategy. The main strength is how they do their communication plans: clear, branded, trendy for their main target audience, woman between 25 to 34 years old according to SimilarWeb statistics. They have a big community because they approach their strategies well, creating long-term relationships through marketing actions like programs, blogs, and social media. The main weakness is their visibility on search result pages as they don't appear as a top result.

Daisy has created a great community through their podcast and collaborations with women, building strong storytelling strategies on social media. The main weakness is their lack of promotion strategy, compared to the rest of the jewellery market which offers discounts to sign up for newsletters and special occasions. According to SimilarWeb statistics, their web traffic has decreased in the last month, August to September by (-14.34%).

Who is best and why 

After a deep analysis, Astrid approaches inbound marketing strategies better than Daisy. The content on social media is more fresh and dynamic and works better as they have a larger impact on followers and viral videos on social media. They offer more promotions on the website, which helps to engage customers to purchase items. They also collaborate with many different brands and are a part of multiple programs such as charity partnerships and recycling programs. 

Ways to improve 

I would recommend Astrid to be open to introducing themselves to more social media channels like Youtube where they could create videos for their community. On the other hand, I recommend Daisy create a stronger promotion strategy on their website like offering discounts to sign up in their newsletter or special promotion discounts. 

Astrid & Miyu

Website:

Blog: 

Instagram followers: 

Reels viewings on Instagram:

 

Daisy Jewellery

Website: 

Postcast:

 

Instagram followers: 

Reels viewings on Instagram: 

Reference list

SalesForces, 2023. What is Inbound Marketing. [Online] Available at: https://www.salesforce.com/resources/articles/inbound-marketing/ [Accessed 4th November]

Astrid & Miyu, 2023. Website [Online] Available at: https://www.astridandmiyu.com/pages/about-astrid-and-miyu [Accessed 4th November]

Astrid & Miyu, 2023. Facebook [Online] Available at: https://www.facebook.com/astridandmiyu/ [Accessed 4th November]

Astrid & Miyu, 2023. Instagram [Online] Available at: https://www.instagram.com/astridandmiyu/ [Accessed 4th November]

Astrid & Miyu, 2023. Pinterest [Online] Available at: https://www.pinterest.co.uk/astridandmiyu/ [Accessed 4th November]

Astrid & Miyu, 2023. Tik Tok [Online] Available at: https://www.tiktok.com/@astridandmiyu?lang=en [Accessed 4th November]

Daisy, 2023. Website [Online] Available at: https://www.daisyjewellery.com/ [Accessed 4th November]

Daisy, 2023. Instagram [Online] Available at: https://www.instagram.com/daisylondon/?hl=en [Accessed 4th November]

Daisy, 2023. Facebook [Online] Available at: https://www.facebook.com/DaisyJewellery/ [Accessed 4th November]

Daisy, 2023. Youtube [Online] Available at: https://www.youtube.com/channel/UCzgjVpsZEkMrIQGhW6onumw [Accessed 4th November]

Daisy, 2023. Tik Tok [Online] Available at: https://www.tiktok.com/@daisylondonjewellery [Accessed 4th November]

Daisy, 2023. Website Blog [Online] Available at: https://www.daisyjewellery.com/blogs/our-world [Accessed 4th November]

Similar Web, 2023. Astrid&miyu.com [Online] Available at: https://www.similarweb.com/es/website/astridandmiyu.com/ [Accessed 4th November]

Similar Web, 2023. Daisyjewellery.com [Online] Available at: https://www.similarweb.com/es/website/daisyjewellery.com/#traffic [Accessed 4th November]

Task 2