“Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks.” (Brent, 2011). Considering that the aim of the marketing strategy adopted by the company is to boost sales, it becomes evident that the section of funds allocated for television advertisements are not as effectively utilized as they would have been if invested in internet marketing. It is seen on Slexchange that the largest percentage of online purchases is in the apparel section (Steenburg & Avery, 2011). This means that UnMe jeans must pay particular attention to this sector of marketing. The aspects that must be taken into consideration, to conclude upon the most effective form of marketing are: the efficiency of the marketing vehicle in reaching the targeted audience, and the deliverance of the brand image.
Assessment of major issues
1. Weaknesses Assessing the issues contained in the UnMe jeans case, it would appear that the major issue or weakness affecting UnME is restricted budget allocation for internet marketing. As per the media plan adopted by Margaret Foley, in Exhibit 1, the highest percentage of the budget has been allocated for television advertising, with a very small percentage for search marketing and online banners. It would be more economical to invest in online marketing and cut down on traditional forms of marketing. With the emergence of Web 2.0, it has become the most preferred form of interaction with targeted audience, pushing magazines and newspapers further into the background. But UnMe’s strategy of sticking to the traditional methods could be construed as its key weakness. 2. Threats As per current media plan, since television advertising has been allocated the maximum funds, UnMe face the threat of losing targeted audience. On the same lines, the changing behaviour of the targeted audience is a key external threat for it as well. The targeted audience are teenage girls who value unique styles, are social and take an interest in brands that have unique features. This targeted group has clearly migrated from television, newspapers and magazines to Web 2.0, the reasons being: They do not have control over the information provided to them through newspapers, television or radio. The audience are forced to see a large number of advertisements, causing too much clutter, making it impossible to reach the targeted audience effectively. Considering the control they can have over the online content they choose to view, other forms of interaction became a pleasurable experience. 3. Opportunities UnMe jeans would be able to garner sizable opportunities by allocating higher funds for online marketing due to the reason that the targeted audience can be reached more specifically. The targeted group being teenage girls, it would be easier to locate them on social networking sites, and provide them with banners and ads that would interest them. Further, the advertisements could be customized according to the choice of the audience through virtual places. The banner ads which interest the consumer lead them to go through the product list of the brand out of their own will, having a positive impact on the willingness of the consumer. It is seen that most people that work from home or households spend about 30% of their time on web based applications and the internet. This clearly shows that the marketing trends