Overview:
There are several various forms of media as it related to digital marketing. Take a look at this short video Meylan.C.(January 24 th ,2018 ).Owned-Paid-Earned (OPE) media before jumping into this week’s business scenario.
In style fashion is a new entrance into the fast fashion market. In style fashion targets gen Z age between 18 to 22 and Millennials aged between 23 and 28 years old. This market is valued at 35.8 billion and two of their primary rivals are fashions Nova and misguided.
Simulated business scenario:
Julio, the owner of InStyle fashion, is trying to follow the earned media model of leveraging the reach of social media to promote the launch of new products. In other words, what customers become the channel.
Julio has recruited Marguerite from asos (another brand that relies on earned media ). To head up his new initiative. There is a lot of positive buzz from the fashion industry and Margaret is charged with creating a distributing press releases in an integrated marketing communications plan in advance of the Q3 (late ,spring,early summer ) launch of the install fashion brand.
Questions
1 What what social media platforms (owned media ) should Mercury recommend based on InStyle fashions target audience?
2 how would Marguerite’s team utilize earned versus paid media for the launch of the premier brand?