Digital Marketing Threads: Insights of Content from a Malaysian Fashion Designer

Abstract

In the digital era, digital marketing leverages the internet for promotional activities, whereas content marketing focuses on creating and sharing stories that boost brand value. A digital marketing strategy allows the use of multiple digital channels examples a social media, pay-per-click advertising, search engine optimization, and email marketing to engage with both current customers and potential clients interested in  a products or services. This approach facilitates brand building, enhances customer experience, attracts potential clientele, and achieves other objectives Content marketing involves creating and sharing original, valuable content such as videos, whitepapers, guides, and infographics to attract and retain customers. It encompasses producing written, visual, or multimedia materials designed to educate, inform, and provide value to a specific online audience segment. Marketers typically refer to this content as blog posts or news articles posted on their website. This study aims to investigate digital and content marketing from Malaysian Fashion Designer perspectives in the fashion industry. This study used qualitative research method with ten Malaysian Fashion Designer by using purposive sampling method. By using the thematic analysis of this study found that there are four main themes namely: 1) Boosting Brand Recognition, 2) Engaging with Audience, 3) Fostering Brand Awareness, and 4) Extending Reach and Maximising Viral Potential. The marketing strategy and tactic carried out through digital platforms and channels to promote a product, service, brand or business. In addition, the digital media platform encompasses various media formats distributed through electronic devices, enabling creation, viewing, modification, and distribution via digital platforms. This is also an important step in promoting products so that designers in Malaysia do not lag in the world of technology. This research enhances the fashion designer to use digital and content marketing to reach wider audiences either local or global customers. On the other hand, it explores the diverse array of content formats accessible for promoting your brand online. Many platforms offer a plethora of options to maintain brand relevance and create impactful online campaigns.