Question

Dollar Shaving Club (DSC) needs to effectively manage their connections with these channel intermediaries and their mobile customer. Sarah, the DSC marketing director wants you to meet with your team and discuss how an online audit can determine see how many different channels the brand has a presence in. Also, how DSC can use social media channels to leverage secondary brand associations to strengthen brand engagement.

Answer 1

The different ways in which an online audit can help in determining the channels, in which the company’s brand has a presence in:

· Online audit will help in conducting a channel analysis in a fair manner

· Online audits will assess the external platforms in a random way, to check for the presence as well as effectiveness of the advertisements of the company, on different channels

· Online audits will also help in assessing customer response to the company advertisement and promotion interventions on different marketing channels

Social media has emerged as a boon for the marketers. Using social media platform and channels, the marketer can reach out to a larger customer base with a very small capital investment. Moreover the millennials, who are the emerging target customers of businesses, are tech savvy. They can be easily approached with the help of social media channel. DSC can develop profiles on different social platforms so as to have a direct connection with the target customers and make them aware about the company’s offerings. This will enhance the overall visibility of DSC and enhance its competitive hold in the market.

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