Week Seven

Week 7: Review & Optimization

I reviewed the data from the past two weeks in great detail. For Meta Ads, we achieved 820 impressions, which was somewhat encouraging, but the conversion rate was only 2% — a really frustrating figure. After digging into the issue, I found that the slow loading speed of the landing page was the main culprit. Visitors just didn't have the patience to wait, so they left before even seeing our products.

When it came to email marketing, the open rate was 19%. Initially, I thought that was okay, but then 3 old customers reached out to complain that the discount details were extremely hard to find because they were crammed at the bottom of the email. It made me realize that even if people open the email, if the key information is hidden, the campaign is ineffective.

Based on these findings, I planned a series of optimizations. For the landing page, I decided to remove all unnecessary images that were slowing down the loading time and also add a “workwear preference” tag to the ads so that we could target people who are specifically interested in workwear more accurately. For the emails, I made sure to move the discount details to the middle and highlight them with a bright orange block to make them impossible to miss.

Through this whole process, I really learned that digital business isn't a one - and - done thing. It needs a continuous “create - review - optimize” cycle. You have to keep creating content or running campaigns, then closely review how they perform using data, and finally optimize them based on what you've learned to make them better and better.

Week 7 Learning Reflection

This week, we dived deep into making a comprehensive report for the clothing brand Novara. After conducting extensive and in - depth research, we clearly defined that Novara's core focus is on “supplying high - quality, fashionable yet practical clothing for urban people”.

On social platforms, the brand has been quite active in attracting attention. It uses eye - catching new - arrival posters to showcase the latest styles and also rolls out attractive discount activities, such as the 20% off weekend deal which gives customers a reason to make a purchase quickly, and the 50% off offer for new customers to draw in new audiences.

When we were making the report, we didn't just list these facts. We thoroughly analyzed how the brand’s positioning and its digital marketing moves work together. We looked at how the “high - quality, fashionable yet practical” positioning is reflected in the visuals of the social media posts and how the discount strategies are tailored to both retain old customers and acquire new ones. It felt like we had unlocked the code to online customer - acquisition ideas of small clothing brands. We even took a screenshot of the “New Arrivals” campaign poster from its Instagram as material to show how the brand visually communicates its style and offerings.

Now, it seems we have a much deeper and more nuanced understanding of “brand - marketing linkage” in digital business strategies. We can see how every marketing action should be connected to and reinforce the brand's core identity, and how to use different digital channels and tactics to effectively convey the brand's message and drive business results.