Abstract
The purposes of this research are to examine the online marketing strategies of
L’Officiel Thailand, and, to study the response of readers towards those strategies. This
qualitative research involved in-depth interviews with three L’Officiel Thailand executives
in charge of online marketing strategies (the Editor-in-Chief and Publisher, the Director of
Technology, and, the Director of Advertising for Product Group), and, with ten individuals
from the main target readers group (fashion-oriented working females from 20 to 36 years
of age) and from the secondary target readers group (fashion-oriented readers of all age
ranges).
This research has found the online marketing strategies of L’Officiel Thailand to
comprise four stages: 1) analysis of changing market situation; 2) classification of teenagers
as a target group in addition to the main target group; 3) determination of online
marketing strategies (e.g. strategy for the selection of channel, strategy for the timely and
highly frequent presentation of contents, strategy for communication through brand
ambassadors and beauty bloggers, strategy for online marketing budgeting, and, strategy
for online marketing duration planning); and, 4) evaluation of L’Officiel Thailand with
involvement of the target groups.
The online marketing strategies are found to have improved the understanding of
readers where contents and presentation of the magazine is concerned. Facebook is the
most popular channel as it is most consistent with the daily routine of the readers. As for
the readers, they are satisfied with and interested in real-time fashion contents which
consequently leads to the behavior where they dress the way artists, stars and brand
ambassadors do. This affects how they participate in activities ofthe magazine, purchase
the magazine and subscribe to the magazine as well.
Keywords : Magazine, Online Marketing Communication, Strategic Marketing
Communication
AbstractThe purposes of this research are to examine the online marketing strategies ofL’Officiel Thailand, and, to study the response of readers towards those strategies. Thisqualitative research involved in-depth interviews with three L’Officiel Thailand executivesin charge of online marketing strategies (the Editor-in-Chief and Publisher, the Director ofTechnology, and, the Director of Advertising for Product Group), and, with ten individualsfrom the main target readers group (fashion-oriented working females from 20 to 36 yearsof age) and from the secondary target readers group (fashion-oriented readers of all ageranges).This research has found the online marketing strategies of L’Officiel Thailand tocomprise four stages: 1) analysis of changing market situation; 2) classification of teenagersas a target group in addition to the main target group; 3) determination of onlinemarketing strategies (e.g. strategy for the selection of channel, strategy for the timely andhighly frequent presentation of contents, strategy for communication through brandambassadors and beauty bloggers, strategy for online marketing budgeting, and, strategyfor online marketing duration planning); and, 4) evaluation of L’Officiel Thailand withinvolvement of the target groups.The online marketing strategies are found to have improved the understanding ofreaders where contents and presentation of the magazine is concerned. Facebook is themost popular channel as it is most consistent with the daily routine of the readers. As forthe readers, they are satisfied with and interested in real-time fashion contents whichconsequently leads to the behavior where they dress the way artists, stars and brandambassadors do. This affects how they participate in activities ofthe magazine, purchasethe magazine and subscribe to the magazine as well.Keywords : Magazine, Online Marketing Communication, Strategic MarketingCommunication
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