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How Does Primark & Reebok Inbound Marketing Compare?

What is Inbound Marketing?

Inbound Marketing is the process of enabling potential customers to find your business (Marketo, 2022). This is usually done before the customer is ready to make a purchase and has 3 stages, Attract, Engage and Delight (Hubspot, 2022).

The flywheel is a self-sustaining marketing model that generates leads
& prospects for your brand

Reebok & Primarks's Approach To Inbound Marketing

Reebok and Primark’s websites both use inbound marketing which have elements of the flywheel model. Both clothing brands have produced content which will attract people to read or watch. This demonstrates the website is being used to attract new customers and give a picture that the company is more than just an online clothing outlet.

Primark has a section devoted to Primark Cares which highlights the sustainable approach to producing clothes, as well as their mission to keep clothes affordable. Reebok have a Blog section which is highly informative and doesn’t aggressively push people towards sales. It does however list information on healthy living and leisure sports which includes infographs and diagrams which are designed to inform the reader.

Both sites have used keywords in their site content to help with their Search Engine Results Pages (SERPS). Primark have used ‘Sustainable’ and ‘Affordable’ which ties into the Primark Cares section of the site and goes to the heart of clothes at good price that last. In Reeboks case they have used words such as ‘Gym’, ‘Mental Health’ and ‘Fitness’, which ties into a lot of their Blog articles. High quality content that includes words such as these are important in aligning with their customers views as well as helping earn backlinks, shares and generate conversation (Fischer, 2019). 

Strengths And Weaknesses Of Primark & Reebok Inbound Marketing Approach

Primark Logo
Primark has taken care to ensure that customers are able to engage with the company. The website has links to their social media platforms (Twitter, Pinterest, Facebook, Instagram, YouTube & TikTok) available on every page. This encourages customers to engage and leave feedback (TrueDigital, 2019).

Primark have also gone further in adapting the flywheel model by setting up Primania which allows customers to tag @Primark and #Primania and put their photos on the Primark website gallery through their social media accounts. This is a way of tying the company success to the customers and given the customers a platform to showcase themselves which attracts more customers.

A weakness of the Primark site is that users are unable to complete a purchase online. Instead you complete a store check which means the customer then needs to travel to the store to purchase and collect a product.

Reebok Logo
Reebok has some fantastic content available on their YouTube and TikTok channels. This covers areas of promotional adverts and informative pieces about projects the company work on. 

The website uses an effective call to action with a giveaway -Win Shoes for a Year. This takes the customer to a landing page where they input their details. Having this eye catching CTA on the homepage is very effective as it is a good way of converting visitors into leads (Pham, 2020).

However one of the major negatives with the website is that customers are unable to engage through commenting. Customers are only able to comment on content using Social Media platforms and there are no obvious links to these platforms on the website. Also, there is no engagement from Reebok on any of the comments left on the YouTube and TIkTok accounts, even when customers have left open questions about products they want to purchase. This is a missed opportunity to humanise the brand and create real connections with visitors as well as missing out on opportunities to close sales (McLachllan & Newberry, 2021).

Which Organisation Has The Best Inbound Marketing Strategy & Why?

Primark has the better inbound marketing campaign. They manage to attract people to the website and create a sense of community through their Primania section. This allows customer to become advocates of the company and attract new customers through the delight of current customers. Primark also show their ethical approach to business which is a big plus point for a number of customers.

#Primania is an example of how Primark
 engage with customers

How Could They Improve Their Inbound Marketing?

Primark could improve their inbound marketing by allowing transactions and shipping to customers. Having to order online and go to collect is a major barrier to the customer journey. Also Primark should improve their e mail marketing by sending information out on projects they are working on outside of new product designs. This can build a strong relationship and result in customers becoming brand advocates (CampaignMonitor, 2020).

Reebok should allow customers a platform to showcase the products. Allowing customers to share their journey in health and fitness is relevant and would go a long way to creating a sense of community within the company, which helps drive sales and build brand ambassadors (WarrenResearch,2022). Also, Reebok need to be promoting the content they have created through the website, currently this content sits just on YouTube or TikTok, integrating this into the website would be a big plus in encouraging engagement with customers.

References

Campaign Monitor (2020) 5 Email Marketing Benefits for New Business (Online) https://www.campaignmonitor.com/blog/email-marketing/5-email-marketing-benefits-for-new-businesses/ (Accessed 14/07/22)

Fischer. S, (2019) Why SEO is Central to an Effective Inbound Marketing Strategy. Available at https://www.weidert.com/blog/seo-is-central-to-an-effective-inbound-marketing-strategy (Accessed 15/07/22)

HubSpot (2022)  The In-Depth Guide To Creating Effective Inbound Marketing Campaigns. Available at https://www.hubspot.com/hubfs/HSCM%20Hopin/The_In-Depth_Guide.pdf (Accessed 01/07/22)

McLachlan & Newberry (2021) 22 Benefits of Social Media for Business. Available at https://blog.hootsuite.com/social-media-for-business/ (Accessed 14/07/22)

Merketo (2022)Inbound Marketing: Definition & Strategies. Available at https://www.marketo.com/inbound-marketing/ (Accessed 13/07/22)

Pham (2020) Call To Action 101: What is it and How can it benefit your online business. Available at https://store.magenest.com/blog/call-to-action/ (Accessed 14/07/22)

Primark (2022)Primark Homepage (Online) Available at https://www.primark.com/en-gb/c/men (Accessed 01/07/22)

Primania (2022) Primark Primania (Online) Available at https://www.primark.com/en-gb/primania (Accessed 01/07/22)

Primark Cares (2022) Primark Cares (Online) Available at https://www.primark.com/en-gb/primark-cares (Accessed 01/07/22)

Primark YouTube Homepage (2022) Primark YouTube Channel (Online) Available at https://www.youtube.com/channel/UCIc8R2lxvKLtluGjN7e7TMw (Accessed 03/07/22)

Primark TikTok Homepage (2022) Primark Official TikTok page (Online) Available at https://www.tiktok.com/@primark?lang=en (Accessed 03/07/22)

Reebok (2022) Reebok Homepage (Online) Available at https://www.reebok.co.uk/ (Accessed 01/07/22)

Reebok Blog (2022) Reebok Blog Page (Online) Available at https://www.reebok.co.uk/blog (Accessed 01/07/22)

Reebok YouTube Homepage (2022) Reebok YouTube Channel Available at https://www.youtube.com/user/reebok (Accessed 03/07/22)

Reebok TikTok Homepage (2022) Reebok TikTok Channel Available at https://www.tiktok.com/@reebok?lang=en (Accessed 03/07/22)

True Digital (2019) 3 Benefits of Adding Social Media Links To Your Website Available at https://www.truedigitalmktg.com/3-benefits-of-adding-your-social-media-links-to-your-website (Accessed 14/07/22)

Warren Research (2022) Why Building a Community Website is a Great Idea. Available at https://warrenresearchinc.com/blog/why-building-a-community-website-is-a-great-idea/ (Accessed 14/07/22)

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