LV’s digital marketing strategy is effective in creating touchpoints for customer interactions that add value for both parties. It many instances, each touchpoint could be enhanced to gain maximise advantage of the benefits.
Website
Should load 0.38 seconds faster. This aligns it with Google’s suggestion of 30 seconds, pushing it within optimal speed thus preventing users from leaving the page as they are disinclined to wait for an extended period (Google, 2010).
Provide more of an impressive impact other than having high-quality images and videos. For instance, designing an innovative layout to create an experience for the user.
Seo & Keywords
Improve the quality of backlinks to increase SEO authority because Burberry’s authority score is similar to LV’s but has significantly fewer backlinks. This implies that if LV increased the quality, it could drastically improve its authority score.
Implement product related keywords into its SEO strategy to allow potential customers to find LV when searching for generic products, for example, if ‘bag’ is searched, LV will show in SERPs.
Implement more non-branded keywords. Answerthepublic.com, can enable LV to establish prepositions and questions that people search, such as, what designer bag should I buy and where to buy a designer bag (Answer The Public, 2022). LV can then leverage this in its keyword strategy.
Social Media
Use more non-branded hashtags, increasing the discovery of LV’s content by non-followers thus positively influencing brand awareness and potentially sales.
Create opportunities for customer interactions, such as, CTAs or sharable content, which will utilise Festinger and Carlsmith’s (1959) Forced Compliance Paradigm where encouraging customer engagement generates positive opinions about the brand.
Encourage engagement as features on these platforms provide a range of opportunities to engage customers with the brand (Phan, Thomas, & Heine, 2011).
Differentiate content type and grid layout aesthetic on Instagram because it has a similar visual feel as competition.
Introduce more varied content on TikTok, amplify Burberry’s strategy by posting non-brand related and entertaining content.
Utilise UGC, pay small influencers to feature LV products in their videos because this is more influential than BGC (Diafarova & Bowes, 2021).
Include registered address and company number in the emails as it is a legal requirement for businesses to do so (Chaffey & Ellis-Chadwick, 2016).
Increase customised communications through pre- and post-purchase behaviours, allowing the customer to feel individually treated and adding value for LV and customers (Godson, 2009).
Present the visual design of emails more impactfully whilst maintaining the minimalistic aesthetic by featuring more images and developing an innovative layout, making it more engaging and reducing the likelihood of consumers closing the email.
Provide personalised tracking experiences that alert customers at each post-purchase stage, thus increasing customer retention (Hayes, 2019).