Digital marketing plan for Natalina Jewellery
Ostashova, Maria (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121034279
https://urn.fi/URN:NBN:fi:amk-2024121034279
Tiivistelmä
The jewellery industry is undergoing a transformative shift, with digital marketing emerging as a crucial tool for engaging modern consumers. For boutique brands like Natalina Jewellery, establishing a robust online presence is essential to compete in an increasingly digital marketplace. This thesis develops a comprehensive digital marketing plan tailored to Natalina Jewellery, focusing on leveraging social media, search engine marketing, and e-commerce platforms to enhance the brand's visibility and customer engagement.
The research emphasizes the growing importance of sustainability in consumer decision-making, aligning with Natalina's commitment to ethical sourcing and high-quality craftsmanship. By combining primary data from interviews with the brand's founders and secondary research on industry trends, this study identifies effective digital marketing strategies and tools to boost market penetration and foster customer loyalty.
Using frameworks such as the RACE and SOSTAC models, the thesis provides actionable insights for optimizing the customer journey, from awareness to post-purchase engagement. The findings highlight the value of personalized content, influencer collaborations, and data-driven decision-making in driving sales and cultivating long-term brand loyalty. These recommendations position Natalina Jewellery as a leader in the sustainable luxury sector, addressing both immediate challenges and growth opportunities in a competitive landscape.
The research emphasizes the growing importance of sustainability in consumer decision-making, aligning with Natalina's commitment to ethical sourcing and high-quality craftsmanship. By combining primary data from interviews with the brand's founders and secondary research on industry trends, this study identifies effective digital marketing strategies and tools to boost market penetration and foster customer loyalty.
Using frameworks such as the RACE and SOSTAC models, the thesis provides actionable insights for optimizing the customer journey, from awareness to post-purchase engagement. The findings highlight the value of personalized content, influencer collaborations, and data-driven decision-making in driving sales and cultivating long-term brand loyalty. These recommendations position Natalina Jewellery as a leader in the sustainable luxury sector, addressing both immediate challenges and growth opportunities in a competitive landscape.