McLean, GraemeAlsulami, Abdullah2024-11-072024https://hdl.handle.net/20.500.14154/73502This report provides a comprehensive digital marketing strategy aimed at promoting the "Exquisite Look" affiliate website, focusing on increasing traffic and conversions for beauty and personal care products in the UK. The strategy includes situational analysis, objectives, segmentation, and tactical implementation using SEO, social media, content marketing, and influencer collaborations to reach professional millennial women and Gen Z international students. It highlights the importance of understanding consumer behavior, leveraging content and social media platforms, and optimizing the website to achieve targeted KPIs. The document also provides insights into the beauty market trends, competitive landscape, and actionable recommendations for enhancing brand visibility and consumer engagement in a competitive market.In today’s fast-paced world, digital marketing distinguishes itself from traditional marketing techniques. This report establishes the foundational knowledge of digital marketing's importance in promoting skin and hair care in the UK. A situational analysis reveals that the premium beauty market is rapidly growing, with an annual growth rate of 8% from 2022 to 2027, driven by increased consumer spending on high-end products. The target audience primarily consists of women aged 25-45 outside the UK, seeking suitable skin and hair care treatments tailored to their needs. A SWOT analysis identifies strengths, such as low operational costs due to no initial investment, a diverse product range, and targeting a niche market segment. However, weaknesses include low brand awareness, reliance on Amazon, and limited internal capabilities due to scarce resources. Opportunities lie in the rising consumption of personal care products, favorable UK policies attracting more international visitors, the growing popularity of online shopping, and the increasing demand for sustainable products. Nevertheless, Beautise faces threats from potential changes in UK policies, economic downturns reducing consumer spending, market saturation, and intense competition from numerous competitors. The PESTLE analysis highlights a stable political environment, social demand, technological advancements, legal compliance, and environmental sustainability. Customer insights reveal that each segment has specific needs that must be addressed throughout their customer journey, emphasizing the importance of understanding and meeting these unique requirements to enhance engagement and satisfaction. Strategic goals include increasing awareness, driving engagement, boosting conversions, and enhancing the customer experience. This situational analysis provides a comprehensive overview aimed at attracting and retaining women travelers seeking skin and hair care treatments in the UK. The 6-month digital marketing strategy outlined in this report aims to attract women travelers to the UK for skin and hair care treatments through a comprehensive approach. It begins with market research and website optimization, followed by a robust content marketing plan featuring weekly blog posts, video tutorials, and influencer collaborations. In summary, achieving the goal of generating the required traffic through the website necessitates a thorough analysis of the strengths and weaknesses of the marketing plan, overcoming internal and external challenges, and executing the plan with precision and timeliness.45en-USDigitalMarketingStrategyBeautyCareIndustrySkinCareHairCareMarketAnalysisContentMarketingSEOSocialMediaStrategyAffiliateMarketingConsumer SegmentationInfluencer MarketingUK Beauty MarketGenZ AudienceMillennial AudienceBrand AwarenessOnline ShoppingSustainable ProductsWebsite TrafficThesis