Digital Marketing Assignment

Digital marketing strategy:

Digital marketing strategy is the series of actions that help you to achieve your company goals
through carefully selected online marketing channels. Digital marketing strategy of a business
could include promotional efforts made via the Internet, social media, mobile phones etc.

Describe in detail the digital marketing strategy of a startup of your own

NYKAA:

Nykaa is an e-commerce platform for beauty and cosmetics products. Nykaa was launched in 2012
by Falguni Nayar. The e-commerce platform offering beauty and wellness products is
headquartered at Mumbai, Maharashtra. It sells fashion products from various brands and ships to
over 900 cities across the country. The most remarkable point about this beauty and wellness based
e-retailing brand is that they own an active blog providing make-up tips as well as has an expert
panel of makeup stylists, and skin, hair, personal care experts who answer questions related to
beauty, health, nutrition and personal care. With the help of an inventory-based model, the
company has gained its name in the fashion & cosmetics industry and has a growing e-commerce
reach even in the remote areas.

Digital Marketing Strategies of Nykaa:

Nykaa depends on content marketing for their marketing strategy. They provide high-
quality content to showcase the global trends that have proved a winning formula for the brand
name. On one hand, where Nykaa is using high-quality content to generate traffic on the website,
Nykaa uses email marketing and social media marketing for remarketing. With an objective of
expanding their digital marketing strategy, Nykaa realized the importance of looking beyond
organic traffic and email advertising that was reaching only about 2% to 3% of their overall cookie
ad pool. Seeing the tremendous growth of m-commerce, Nykaa wanted to reach out to their
customers through their preferred platforms like smartphones, mobile web and mobile apps.

Making it more engaging through the YouTube Channel:

Realizing the importance of video advertising, Nykaa owns a dedicated YouTube channel “Nykaa
TV” that provides the consumers with up to date & best video guidance for using beauty &
wellness products. With the help of a number of “how-to videos” they help the users and customers
in choosing the right products as well as in using them in the right way. YouTube Channel of
Nykaa has garnered around 50K subscribers.

Content Marketing:

Content marketing is creating, distributing and sharing content in order to engage audiences,
generate leads, improve branding, and other marketing goals. The e-retailing brand makes use of
high-end content forms for making the people aware of the global trends that have made a brand a
winning name. They have active blog on beauty & wellness providing make-up tips and expert
advices.

Encouraging interactions through the Social Media platforms:

The marketing team at Nykaa leverages various social media platforms for not just connecting to
the consumers, engaging them and generating leads but also converting them into sales by offering
them with the various discounts

 Currently, the Facebook business page has more than 4 lacs fan and Twitter account
has 4,500 plus followers. Along with using attractive and lucrative contents and videos
posted frequently, the company successfully leverages the social media platforms.

 Nykaa’s YouTube page has around 3k subscribers.

 It’s Pinterest has 386 followers.

 Instagram has more than 16.9k followers. Instagram followers are increasing day by day
which indicates that Nykaa has been successful in providing a great shopping experience
to its customers.

BY

B.SRAVYA

121823603012

MBA-C