Role of Digital Marketing in creating Brand Awareness

Abstract

In this report we planned to rebrand a brand with little online presence using digital marketing. There are various ways through which we can achieve this such as building a website, SEO, content writing, social media marketing, email marketing etc. Amongst these we found social media marketing most suitable for the business we worked with to create their brand awareness. After looking at all the components of digital marketing SMM was the most suitable for a business with no online presence as it was also less costly and we can reach our target audience organically. Using the marketing funnel, we only focused on the first step because the purpose of our report was all about brand awareness so the rest of the components were not included. Their main competitor is Pak Turk Furniture who have been using their digital marketing tools well and they need to catch up digitally as there is a lot of competition in the market. We did a SWOT, PESTLE, Competitor analysis on Pindi Furniture; using the results they can work on their weaknesses, threats and other external factors affecting their weaknesses. The main problem was that businesses do not know how to use the digital marketing tools so we designed and implemented for them. We redesigned their logo and planned out the posts for their Social media account. We created engaging posts using hashtags and displayed their various types of furniture; we got an increase in engagement thus leading us to the result that Social Media Marketing has been more effective so far in creating awareness. For these problems the methodology that we applied amongst the various tools of digital marketing was social media marketing. In Pakistan 29.5% of the population is using social media platforms which is approximately 71.7 million which is huge. And Facebook and Instagram can let us have easy organic growth and reach our target market in a cost-effective way. As we are working on a business with no online presence so starting off with social media marketing was the best option. The primary target audience for Pindi Furniture includes affluent homeowners in Rawalpindi and Islamabad, young urban professionals setting up their first homes, interior designers and architects looking for furniture suppliers, and expatriates furnishing homes in the twin cities. We conducted a survey which also supports the tool that we’ve been using that is social media marketing, most of the respondents were in favour of social marketing. Many prefer visiting their page and checking reviews online before deciding to buy and visit the shop. Innovation and creativity is also valued deeply so if we incorporate that into our content and the business we can lead to brand awareness and eventually purchase. Our Future plans include Omnichannel integration, augmented reality integration, loyalty programs, personalization and customization, and immersive showroom experience. We also conducted 4P’s of marketing where we mentioned how they can integrate these into their future plans. So, concluding the report after a thorough analysis of the problems and our plan to alter the results using digital marketing and the tool that we are using to run the campaigns to build brand awareness is Social Media Marketing. And we kept on posting and saw that our reach increased on both Instagram and Facebook organically. We have already reached more than 7450% more accounts which consist more of non-followers. We got engagement as well which showed us how if we kept on working, we can reach our aim of rebranding and building awareness of Pindi Furniture using these tools.