Analyzing Digital Marketing

Question: Discuss about theAnalyzing Digital Marketing. Answer: Introduction: Cancer is a terrifying word and is even more terrifying once you have to go through the pain full process of surviving it. Being the 2nd most fatal disease right after heart attack(thomlatimercares, n.d.) A research shows 3,131,440 females were diagnosed with breast cancer and survived which was (41%) of the total female cancer survivors during 2014-2015.(cancer.org, n.d.) Being a survivor of breast cancer can be very challenging due to different types of complexities a women faces and hence to solve this complexes Queen Zaria comes into the picture to fit the gap between what a cancer survivor really experiences. Queen Zaria and Review of Website It is a New Zealand based company which has been working to create exclusive lingerie set for those females who have undergone a breast surgery or have survived breast cancer. Their aim is to empower women who have faced such circumstances and to uplift them by making exclusive and sexy bras which can make them feel as if they were not facing any consequences from the cancer or any type of breast surgery. The company has strictly targeted a type of customer and they only focus on those people, Queen Zaria has been focusing on how to deliver good services and make women feel themselves again. The website entitled of this company is https://queenzaria.co.nz. It is an attractive looking website that can lure different type of customer to make them keen know more about their organization. The website itself creates a buzz for the people looking at it as it serves as a link to understand the hardship what a cancer survivor has to go through. The webpage displays bright colors and high quality graphical images which shows what they basically work on. Looking on the top right there are four more tabs through which you can see more facts about the team, their work space how to reach out to them (Cyr, 2004). Over all the entire website is a reliable and easy to use for a person who has just logged into it. Kamya Ghose is one of the pioneers of the website and the first person you can see in the websites images. She is one of the members who have been working on this business; being a breast cancer survivor herself she has been an idol image for the customers who want to have their product. In the website we can clearly find her blog and can read her hardship and tough times she had how Queen Zaria came into motion. We can also find her struggle to be a key element to lure more customers to their store. This not only melts a person but for some female they will have I am not alone feeling which connects QZ with all the different cancer survivors. Market Segmentation Access to Social Media Platform Customers are the base of any organization, they can run the business at the same time they can shut down a business. The majority of the target market is based out of Australia. But they plan to expand the market further. In terms of gender they are mostly female as QZ caters to providing sexy lingerie. The target audience exclusively consists of women who have undergone surgery and have survived and now want to go further and feel good about themselves. These women are looking for ways and opportunities to make their lives normal and become just like everybody else. This description of audience would fit into all four customer segments mentioned below. The four customer segments of QZ are as follows; Cancer Survivors These type of customer are QZs main customer base as they are going for a niche market their base customer are Cancer survivors who have especially survived breast cancer. As they cater for those who have struggled to find a solution for a perfect lingerie option. Such types of people are only attracted via mass advertisement. Some of the marketing option for these types of customers are by Television, radio broadcast etc. They are also involved majorly in Facebook, Pinterest, emails etc. this is a section which is rather difficult to reach online because of the diversity in this segment. Exotic Fashion Ware It is just myth for people who have undergone breast cancer to have an exotic or sexy outfit as per the fashion. This gap has been thus filled by QZ to provide the latest fashion gear to match their requirement. For this type of segment the use of Facebook, twitter, SMS can be used to generate more customers. Instagram is also gaining popularity and this segment is very active on that. Pinterest which is similar to Instagram is also a popular online medium used by this target segment. Prosthesis Users There is a huge market for such type of people. You dont always find a person wearing unique lingerie who has suffered breast cancer there can be other reason also e.g. from them to use prosthesis. Radiation has been considered a relative contraindication to prosthetic breast reconstruction(Percec Bucky, 2008) as the use of prosthesis one cannot find the specific bra for them like they used to before. These types of people are the ones who have their prosthesis maintenance in the hospital hence effective marketing inside the hospital areas would be beneficial. This is also a segment which is difficult to reach to. But safe bet to reach these audience would be mass market online platforms like facebook and emails. Income Level Segment The type of bras that QZ provides are for a niche market where it is specified to a type of customers. The customers itself are divided into different categories respective to their income level in such a case QZ should offer their products at various price range with differences in their materials used to produce it. Not only it provides flexibility in prices but also eliminates the different competitors in the market. To improve such a segment Facebook, Instagram can be popularly channeled to do it in an efficient manner. Priority Over Platforms Queen Zaria has been working their marketing platform over different platforms, in particular social media QZ has been mostly engaged in either Facebook or Instagram. I believe they are utilizing Facebook and Instagram well as majority of their target audience is in these platforms. These platforms have allowed QZ to build community and reach out to the target audience who have similar concerns. Social media marketing has been very essential marketing method to effectively communicate with people all around the world. In my belief QZ should market in the following platform with respect to their positions; Facebook (1712mil) (Statista, n.d.) Viber (728mil) (statista, n.d.) Instagram (500mil) (stastia, n.d.) Twitter (313 mil) (statista, n.d.) As the numbers of social media are aligned with respective to the number of their users QZ should also focus on this fact as the number of user gets higher in each platform the number of our products get visible to more customers increases. Hence our first priority should be on Facebook as it gets us more visibility to a bigger crowd. Facebook as a Platform Facebook is one of the main platform that QZ has been using quite efficiently even being so there are also some flaws and restriction that Facebook brings upon our marketing. As Facebook is a censored media some of the words/photos used by QZ cannot be directly provided to all the Facebook users without breaking some of its laws (Ramsaran-Fowdar, 2013). Words such as boobs or photos of breasts cannot be efficiently communicated in Facebook hence in such a case using our own website or creating an email subscription channel are widely used method for efficiently marketing QZs product. Though Facebook is an important channel for QZ it is important that QZ utilizes other channels as well so that they can provide information which is un censored for their target audience (Neti, 2011). Email is probably the next best tool that could be used. QZ is not really that active in Facebook and Instagram. In Facebook they have around 900+ followers whereas in Instagram it is just 72 followers. This is largely due to the fact that they dont have engaging content posted in these platform frequently. In Instagram they just have 8 posts in total. Instagram is a great platform to reach out to target audience specially for clothing and lifestyle brands. The comments they currently have in their pages are usually from friends and family who know the founders and are congratulating the founder for presence in news. Like a new company they are active in responding to comments made by their customers. But as said earlier the majority of the target audience is friends and family. Suggestion In my personal opinion QZ has a wonderful team and has a passionate dream, for them to achieve greater heights is to develop a QZ app which provides all their products but at the same time should provide their suggestion list of doctors whom they should consult and even reviews of the different diagnoses. It should focus on bring the customer close to them and selling their ideas and helping out at the same time. It will be very effective in marketing their product and will help many people to openly talk with one another as most of the users of this app would be someone who has a problem with their breast. It brings together a community of survivors who can interact with one another to share their moments and to help each other out simultaneously QZ can launch different products and can make the process of designing and sending the products to the customer easily with the help of their own app. References cancer.org, n.d. https://www.cancer.org/cancer/cancerbasics/cancer-prevalence. [Online] Available at: https://www.cancer.org/cancer/cancerbasics/cancer-prevalence[Accessed 02 09 2016].Cyr, D., 2004. Localization of Web design: An empirical comparison of German, Japanese, and United States Web site characteristics.Neti, S., 2011. Social Media and its Role in Marketing. International Journal of Enterprise Computing and B International Journal of Enterprise Computing and Business Systems.Percec, I. M. P. Bucky, L. P. M., 2008. Annals of Plastic Surgery:.Ramsaran-Fowdar, R. R., 2013. The Implications of Facebook Marketing for Organizations. 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