Social Media

Social media has a direct influence on consumers. Daily Paper’s marketing strategy focuses on their direct-to-consumer marketing through their touchpoints. A channel many brands have adopted and profited by is social media. Daily Paper can also be accessed through their social media platforms, Instagram, YouTube, Facebook and Twitter. SimilarWeb (2021), indicates that 4.42% of Daily Papers online traffic is directed from social media. Daily Paper is neglecting to fully take advantage of e-commerce social media. Daily Paper has a following of 375K on Instagram and uses this platform to connect with their consumers even by stating on their platform that it’s a community rather than a product/service. “Social platforms like Instagram are leaders in social shopping and have increased efforts to entice more brands (hence more users) to the platform.” (Sender, 2019). Daily Paper needs to consider the use of Instagram shopping to drive sales. Features like product tagging on posts will improve product discovery, increase referral sales, lengthen overall interaction and duration of consumer interest on their page.

Influencers and celebrities have become a catalyst for an increase in brands sales performance and brand awareness. Luxury brands like Daily Paper target the affluent consumer, because of their higher price margins. Daily Paper needs to include influencers and brand ambassadors within their marketing approach to help grow their brand awareness, develop authentic relationships with micro and macro influencers and open up awareness of their brands to the influencer’s clientele/followers. Daily Paper has also stuck to its origins. Centering their whole brand around their consumers, they created an online blog called Daily Paper United. This blog was formed for their consumers to join their online community, linking to their brand mission to unite global communities. The blog is also used to direct consumers to their Instagram, using hashtags and consumercreated content. This is also referenced in the qualitative interview (see appendix 2), “even during the first lockdown they dmed me on IG amongst many other young people asking to join in with a #ATHOMEWITHDP where we post a picture on our story where we have an item of clothing of theirs and tag them and they would repost it.”

375K

4.42%