MARKETING STRATEGY FOR FASHION BRAND IN 2023~.pdf

ANDRI HANRYANSYAH
SENIOR DIGITAL MARKETING EXECUTIVE
BODYPACK
MARKETING
STRATEGY
FOR FASHION BRAND
IN 2023
STRATEGI MARKETING UNTUK BRAND FASHION DI TAHUN 2023 WEBINAR
PARTIPOST X BODYPACK, 20 JANUARI 2023

PRESENTATION
WELCOME TO
POST PANDEMIC ERA
ANDRI HANRYANSYAH - SENIOR DIGITAL MARKETING EXECUTIVE BODYPACK STRATEGI MARKETING UNTUK BRAND FASHION DI TAHUN 2023 WEBINAR | PARTIPOST X BODYPACK, 20 JANUARI 2023

PRESENTATION
WHAT’S NEXT ?

RECESSION
CUSTOMER
PRIVACY
UNCERTAIN
DEMAND
STAGFLATION

PRESENTATION
HOW TO DEAL WITH
THOSE CHALLENGES?

PRESENTATION

12 KEY MARKETING STRATEGY FOR FASHION BRAND IN 2023
👪 Maximize Social Media Marketing
🆕 Try New Media Placement
📑 SEO Marketing
📊 Manage Your Own Data
👸 Maximize the Influencer Marketing
📼 Enhance Video Marketing
🏃 Be Adapt & Agile
🎭 Optimize Customer Experiences
🎮 Create More Engage Content
🤖 Enhance with New Technology
🤟 Approach Gen Z ASAP
📲 Invest more on Tiktok

Tell some info about your company
1. Maximize Social Media Marketing
1.a. Socio Commerce
Socio commerce is on the precipice of a ‘return to basics’ for
advertising and a major shift for search and plays a key role for
purchase decision
1.b. Authentic Social Media Post
Social commerce is on the precipice of a ‘return to basics’ for
advertising and a major shift for search and plays a key role for
purchase decision

1. Maximize Social Media Marketing
1.c. Linkedin
Linkedin audience is growing year by year, and you can ﬁnd a lot of potential
customers on this platform in 2023 especially for B2B Customer and also this
channel could become a front line for PR marketing

2. Try New Media Placement
2.a. Native Advertising
Native advertising will be a more compelling form of digital
advertising and less intrusive than other forms of advertising
2.b. Podcast
Podcasting will be one of the main approaches used by marketers
as Podcast become one of the popular media for youth
generation.

2.c. Ecommerce On Platform Ads
Ecommerce ads on platform such as Tokopedia, Shopee & Lazada are one of
most effective tools to drive online traﬃc and deliver sales.
2.d. Utilize Google Ads
Try to put advertisement on Google Ads using Google Smart
Bidding strategies in order to reach certain objectives. Also brand
can enhance the reach and improve the ROI by using Youtube Ads.

2.e. Geo Fencing
Geo-fencing allows users to be targeted in real time based on their location.
When a user reaches or departs a target region, such as within a mile of store,
they receive a push notiﬁcation, text message, or digital ads.
2.f. Mobile Gaming Placement
Along with typical banner ads, there are interstitial ads and “reward” ads on mobile
gaming apps. Users said they’re twice as likely to pay attention to in-game display
ads than they are to ads on the internet. Reward ads offer users game points,
currency, or another gaming-related beneﬁt for watching the entire video ad.
Searches for “mobile gaming” surged during the early months of
the pandemic and have grown 185% over the past 5 years.

3. SEO Marketing
3.a. Local Business SEO
Local Business SEO is the process of improving search engine visibility for
local businesses, primarily those with multiple store locations. By following
local SEO best practices, businesses can improve organic traﬃc from searches
performed by customers in nearby areas.
3.b. SERP Position Zero
What is Position Zero in Search Results? Position zero sits between the paid
search and organic search results on the SERP page. These results within position
zero can come in the form of Featured Snippets, Knowledge Panel results, and
multi-media results.

4. Manage Your Own Data
2023 will finally bring the long-delayed end of third-party cookies. Almost.
Maybe. Google has once again delayed the end of cookies until 2024 to allow
testing and uptake of its Privacy Sandbox APIs. While consumers are
concerned about the lack of privacy these cookies bring, 70% of advertisers feel
that digital advertising overall will take a step backward because of their
removal. The clock is ticking, and new alternatives must be activated sooner
rather than later. (Talkwalker)
While it’s true that consumers are a lot more hesitant to give away their data,
hope isn’t lost; it’s just become a two-way street. Consumers know that their
data is valuable, so it’s all about finding the right compensation. It may be a
while before a single solution emerges (if ever). In addition to the patchwork of
technologies mentioned above, marketers should focus on building out their
first-party data strategy. (Insider Intelligence)
When we manage the first party data, you should focus on these things
1. Secure
2. Private
3. Integrated

5. Maximize the Influencer Marketing
One of the most effective marketing strategies is
word-of-mouth marketing. People are more likely to try a
product, service, or solution if someone they trust
recommends it. That’s why influencer marketing became
increasingly popular in 2022 and why it will continue to grow
in 2023.
If influencer marketing is too costly for your 2023 budget,
consider working with Nano-influencers instead.
Nano-influencers are social media promoters that have a
smaller following–ranging from thousands to tens of
thousands of followers–but a higher level of engagement.
These nano-influencers are the industry leaders within their
field, so they have a larger sphere of influence, which can help
you convert leads, connect with your target audience, and
increase your brand awareness. From a customer’s
perspective, Nano Influencers are regarded as more
trustworthy, since they are considered “everyday” people
within their community and can deliver more authentic,
humanized branded content.
Influencer marketing spend is
projected to grow 23.4% and 15.9%
YoY in 2023 and 2024.
23%
Marketers have used influencer for
their campaigns and now consider it
as a key advertising strategy
93%
Marketers are investing in influencer
marketing for the first time in 2023.
17%

6. Enhance Video Marketing
6.a. Invest More on Short-form Video
One video turns into another, and then bam! It’s 3am. Short-form videos have certainly taken the
world by storm. In fact, 90% of marketers will increase their investment on short-form videos,
while 1 in 5 marketers plan to leverage short-form video for the ﬁrst time in 2023. Short-form
videos can be very powerful, if leveraged correctly. Not only take less time to create a short-form
video, but also able to keep up with the fast-paced attention spans of online audiences.
6.b. Video Live Streaming Event
Live streaming helps brands connect with their audience in new and innovative
ways. It's a powerful, cost-effective way to enhance your enterprise marketing
strategy, connect with potential leads, and nurture your loyal customers.

7. Post Pandemic Adapt
7.a. Marketing teams will need to become agile
Being Agile, in a marketing context, means using data and analytics to continuously ﬁnd
promising solutions in real-time, deploy tests quickly, evaluate the results, and rapidly iterate.
Ideally, a high-functioning agile team can simultaneously run hundreds of campaigns and
multiple new ideas every week.In order to achieve it, there needs to be real-time collaboration
between every department. This, as a result, will help marketers easily respond to change.
7.b. Brands Will Rely more on Digital Agencies
2023 is a prelude into what’s to come. As the market continues to grow, the demand for rapid
results will increase. With these growing expectations, marketers need to ensure that their
brand is ready for successful acceleration. However, it’s not possible to complete a plethora of
work without having a mile-long backlog haunting your every step. Therefore, outsourcing is
the best way to get things done.

8. Optimize Customer Experiences
8.a. Conversational Marketing
People are becoming increasingly more autonomous when it comes to their online interactions.
In the past, a marketer would simply set up a lead capture form as a point of contact. In today’s
world, consumers are looking to receive the answers to their questions ASAP. That’s why brand
should consider integrating targeting messaging
8.b. Maximize Loyalty Program
Formal fashion brands need to diversify their offerings to meet new client needs. Customers
expect digital experiences and for brands to know them as individuals. Personalized product
offers and upselling increase CLV, brand loyalty, and purchase intent.Your loyalty strategy
should focus on the same foundation: stay relevant, recognize the need states of your
customer, and solve for them

8.c. Buy Now Pay Later
Buy now, pay later is that consumers can get the things they need immediately—while also
getting a little extra time to pay for them. Buy now, pay later ﬁnancing may seem appealing if you
can't or don't want to foot the bill for something all at once.
8.d. Omnichannel Customer Service
What is omnichannel customer service? Omnichannel customer service is a strategy that
involves providing customer support across many different channels and touchpoints. This
differentiates it from traditional support where teams focus primarily on a single channel, like
phone, email, or chat support.

8.e. Mobile First Design & Content
Mobile-ﬁrst design & content means that web developers & designer start the product design &
content from the mobile end, which exists with more restrictions. They then expand its features
and translate them towards a tablet and desktop version or other devices that may need a
different set of dimensions.
8.f. Personalization
Personalization, also known as personalized marketing or one-to-one marketing, is the practice
of using data to deliver brand messages targeted to an individual prospect. This method
differs from traditional marketing, which mostly relied on casting a wide net to earn a small
number of customers. With billboards, cold calls, mailings, and more, traditional marketing
emphasized quantity of messages over their relevance.

9. Create More Engage Content
9.a. User Generated Content
User-generated content (also known as UGC or consumer-generated content) is original,
brand-speciﬁc content created by customers and published on social media or other channels.
UGC comes in many forms, including images, videos, reviews, a testimonial, or even a podcast.
9.b. Experiential Content Marketing using New Tech
Create an experiential content marketing using new tech like AR for example could drive
consumers able to shop and experience products virtually and use ﬁlters to interact with their
favorite brands in fun and novel ways, by applying this customer could recognize and engage
and also connect with brand.

9. Create More Engage Content
9.c. Content that Inclusive, Diverse, and has Social Message
Harvard Business School found that 90% of the consumers surveyed are more likely to trust and be
loyal to socially responsible businesses, while 85% of consumers have a more positive image of a
product or company when it supports a cause they care about. The demand is evident: social
responsibility, transparency, and ethics matter to consumers.
9.d. Authentic & Humanized Branded Content
Authentic and humanized content connects with the emotions and values of your customers,
while humanized content speaks to the individual customer’s needs and wants. This type of
content is more likely to be shared and remembered. Authentic content should be created with
the customer in mind. It should be relatable and genuine. When customers feel that a brand is
speaking to them directly, they are more likely to build a connection with that brand.

10. Enhance with New Technology
10.a. Marketers will need to implement Google 4.0
Google Analytics 4 gives you the tools needed to track and stitch together user journeys more
accurately. As well as being able to collect and aggregate more data, Google has made it more
intuitive for marketers and analysts to dig into user centric reports, by aligning report menu sections
with the customer journey.
10.b. Marketing Automation
Automating the many steps between marketing and sales gives your team more time to focus
on overall strategy and nurturing the leads that show real promise. That means more
prospects, and more customers. Marketing automation can also give you a richer, more
detailed picture of potential customer behaviour. (Salesforce)

10. Enhance with New Technology
10.c. Moving to Cloud
Cloud marketing, then, is an efficient way to boost productivity, processes, and security. Cloud
computing, and the tools and applications integrated into it, are accessible from anywhere, meaning
that data storage and distribution can be conducted with ease. Some of the benefit from moving to
cloud technology are, Secure, Easy to Collaborate, and Better to Understand Customer Data through
powerful analytic tool.
10.d. Try to Implement CDP & CRM
CDP is a customer data platform—software that collects and unifies customer data, linking it
from many sources to build unified customer profiles. Customer relationship management, or
CRM, is a technology for managing all business relationships and interactions with existing
and potential clients within a company. This system helps you stay connected to customers,
streamline work processes, and boost revenues.

11. Approach Gen Z ASAP
Gen Z isn’t just the ‘next generation’ of consumers. They’re the current
generation, with $143 billion in purchasing power under their belt, they
made up over 40% of US consumers in 2021.
On top of their impressive power as consumers, Gen Zers are trail-blazing
how we view and interact with brands, largely through youth-dominated
platforms like TikTok.
They choose to connect only with the brands that truly appeal to their
interests and the way they communicate. Gen Zers want companies to be
honest, transparent, down-to-earth, and authentic.

12. Invest more on Tiktok
TikTok is providing less expensive ad rates than competing platforms:
2022 data from marketing agency VaynerMedia and reported by FT
shows the CPM on TikTok is almost half that of Instagram Reels, a third
less than Twitter, and 62% less than Snapchat.
Four in 10 US users ages 18 to 24 start their searches on TikTok or
Instagram, according to internal Google data.
Tiktok expected to surpass Instagram in social buyer penetration and
reach parity with Facebook.
TikTok shows us that we must be prepared for any new platform that
may appear on the market. Young people (Gen Z and the next generation)
are particularly likely to jump ship to the new thing and never look back.

PRESENTATION
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