Digital business can assist Charles & Keith company in promoting products and services online, the ultimate goal of which will be to increase sales and increase the company’s awareness. First of all, the organization uses paid advertising, which enables web analytics (Low et al., 2020). It records visits and targeted actions on the site and also gives an understanding of how much it costs to attract one client. The current marketing tools of Charles & Keith make up contextual and targeted and display types of advertising (Pandey et al., 2020). Using them as a combination of classic and online advertising, a digital business can further assist the company by showing the product to a wide range of users to get maximum coverage (Dumitriu et al., 2019). Separately, such a tool as retargeting can be singled out. With its help, Charles & Keith can re-serve ads to people who have already seen their offer but have not performed a conversion action.
Better use of digital marketing tools to improve Charles & Keith’s performance may include another subspecies of advertising. Native advertisement does not sell anything directly, and the suggestion goes in a hidden way. Examples of native advertising are recommendations from public opinion leaders, or product placement is a “random” demonstration of a product in films, or videos (Saura et al., 2021). Thus, there is an impact on the subconscious of a potential client, and a potential buyer does not have a sense of imposition. Moreover, when using all types of advertising, special attention should be paid to such a tool as SEO pages (Ikramuddin & Mariyudi, 2021). Through careful selection of keywords and phrases based on the popularity of queries, various contexts, and user intentions, they create relevant content. Such pages occupy high positions in the search results, additionally advertising the product.
References
Dumitriu, D., Militaru, G., Deselnicu, D. C., Niculescu, A., & Popescu, M. A. (2019). A perspective over modern SMEs: Managing brand equity, growth and sustainability through digital marketing tools and techniques. sustainability, 11(4), 1-24.
Ikramuddin, F. M., & Mariyudi, Y. I. (2021). Marketing performance development: application of the concept of digital marketing and market orientation strategy in the MSME sector. International Journal of Educational Review, Law and Social Sciences, 1(2), 181-190.
Low, S., Ullah, F., Shirowzhan, S., Sepasgozar, S. M, & Lee, C. L. (2020). Smart digital marketing capabilities for sustainable property development: A case of Malaysia. sustainability, 12(24), 1-40.
Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations: Structured literature review and future research directions. Journal of Business & Industrial Marketing, 35(7), 1191-1204.
Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2021). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management, 11(13), 2846-2849.