Cupcake sales have increased rapidly in the past few years and have become a  guilty pleasure for many. Through their eye catching presentation and ever-growing range of different flavours to suit consumer tastes, the competition to be different in the cupcake industry is forever growing.

As a cupcake fanatic, I’ve tried lots of different cupcake shops in Brighton! The best by far has been a lovely little shop called Catwalk Cakes in the North Laines, with it’s cute internal and external decor, the shop has a real feel of a traditional vintage cafe.

The cupcakes sold at Catwalk Cakes do not just taste great, they are also extremely visually pleasing for the consumer eye, a factor which Catwalk Cakes could successfully take advantage of in their digital marketing activities. So I decided to look into how it is Catwalk Cakes market their business online, and also compare their activities to those of competitors within the local area.

Yes, the shop has a presence on the three main social media platforms; Facebook, Twitter & Instagram, but are they using these platforms to their full potential? Social media marketing allows businesses to form word-of-mouth advertising as more & more people start to engage with the brand (Sago, 2013), and seeing as cupcakes are so visually pleasing, the branch could highly benefit from using the digital marketing platforms to their full potential.

My project for the new few months will be to research into my favourite Brighton cupcake shop and find out how they could be using digital marketing to it’s full potential for their marketing activities. But for now, here’s an image of some of the cupcakes they offer… Why not go and try one for yourself!