Tactics are short term and flexible and driven by strategy which are long-term and more enduring (Chinnapaka, 2021). This blog post will look at Boohoo’s tactics in digital marketing.

A pop up on Boohoo’s website and also found at the bottom of the homepage is an opt-in email, advertised as ‘get exclusive offers & updates’ just by handing over your email. Through these emails Boohoo sends out a discount for new subscribers to the newsletters then a couple times a month sends sale updates and new in as well as advertising any collaborations on their site.

When searched for on many search engines Boohoo is the first to appear, followed by their men’s counterpart then their social media accounts, so they have a very high search-engine optimism and when specific clothes are searched Boohoo appears in the ‘all’ and ‘shopping’ tab on google, with some searches showing as advertised.

Online partnerships are a big tactic Boohoo utilise as they often sponsor social media influencers, who share a demographic with Boohoo, for Instagram posts, YouTube videos or TikToks for example. As well as directly collaborating with influencers and celebrities for clothing ranges and exclusive items, previous collaborations include actress Megan Fox and influencer Tessa Brooks, this brings in new customer who are fans of the collaborators who then may use Boohoo in the future.

(https://www.independent.co.uk/life-style/fashion/megan-fox-boohoo-collaboration-fast-fashion-b1938326.html [accessed 10/01/2022] )

Boohoo use their social media platforms for slightly different forms of advertising, Instagram promotes their products, online partnerships, collaborations with celebrities and influencers, where as Twitter involves much more audience participation and customer feedback as the company interacts with their customers more on this platform through likes and replies and gets involved in the latest social media trends.

Most of Boohoo’s tactics are online communications as Boohoo is strictly an online brand, however some offline communication tactics they use include; word of mouth, packaging, merchandise, advertising on billboards and buses, sponsorship and PR.

Boohoo have made great use of their e-tools to create a desirable brand image, the only improvement that could push sales further is relationship building that could be formed across more social media platforms as currently they use twitter as their focus for this, which only targets certain segments that could be expanded through Instagram, TikTok and Facebook. Another improvement to their tactics is their use of email, with further personalisation customers may be more enticed to follow links to the website and make a purchase if they weren’t advertised a generic sale and new-in informative emial.

References

Chinnapaka, C (2021) ‘Digital Marketing Strategy’ [lecture]. University of Brighton, 14th March 2021

https://www.boohoo.com/

https://www.instagram.com/boohoo/

https://twitter.com/boohoo?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor