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  • 作家相片Joyce Yang

Passion for Digital Marketing Inspired by Passion Planner

When it comes to digital marketing, some might think it's easy. Little did they know, developing effective digital marketing is much more than just building a website and running social media posts . Targeted digital marketing strategy needs to be planned so that the activities carried out will translate into brand success.

One online retailer which has a popular Instagram presence caught my attention and spawn my interest to look closer. It has an attractive brand name, Passion Planner.

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When you go online to Passion Planner’s Instagram account, your attention will instantly focus on the amazing images and the inspiring quotes. Their slogan “your paper life coach” is so catchy and hard to forget. I am drawn to the outlook and the inner meaning of the brand from this online retailer which is concentrated on selling one thing only – paper-based planners.

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Passion Planner started with a key problem to solve at heart and most of us face this problem one way or another in our life journey. The problem is the uncertainty about what to do in life and the unsureness about what the next step is. It’s an online business-to-consumer (B2C) business with targeted digital marketing strategies. Its passion and dedication about corporate social responsibility also adds another significant layer for brand recognition.

Passion Planner has a user-friendly website. It has an easy-to-use online paying platform with multiple commonly used paying methods. It has an active online community and its content rich blog offers creative ways to use their planners. Their planned email marketing and orchestrated social media channels make their digital marketing landscape well rounded.

Currently, the official social media accounts on various platforms of Passion Planner accumulated over 700,000 followers. Among these social media channels, Passion Planner’s Instagram is the top performing channel which has over 410,000 followers, ahead of Facebook which has 212,000. These social media channels create and foster a global community of followers who are later on converted to paying customers.

Passion Planner also created and continue to promote the #PashFam to encourage their customers to share their user experience with other users. They now have over 1 million people who have become members of a global community that pride themselves as users of products from Passion Planner.

First, Passion Planner identifies the customers’ needs/problems – a commonly shared problem of the uncertainty about what to do in life and the unsureness about what the next step is.

Second, Passion Planner anticipates the demands from customers and creates products that helps itself form and rollout e-marketing strategies.

Third, Passion Planner satisfies the customers through the electronic channels, including website, blog, e-mail marketing and social media channels that create an engaged online customer community.

The concept of digital marketing is well demonstrated through Passion Planner’s digital marketing landscape. “Digital marketing can be simply defined as: Achieving marketing objectives through applying digital media, data and technology”[1]. I would like to highlight the technology aspect. With more than 3.8 billion active social media users around the world[2], no business can overlook the importance of social media marketing. Passion Planner utilises the social media platforms to become one of its most powerful digital marketing channels and assets to cultivate customer relationships and enhance customer experience of their brand.

Image from: Datareportal's Digital 2020 reports – published in partnership with We Are Social and Hootsuite

Despite Passion Planner's achievements in the digital marketing space and its international users, the official website interface has only 3 language options – English, Spanish and French. Their top selling items and on sales items are often sold out and are not available to order. These could result into negative online user experience and have further damaging impact on their digital marketing efforts. Through the customer lifecycle marketing touchpoint, retailers should optimise user experience as much as possible.

It’s my interest and passion to understand the development of digital marketing as it’s influencing and changing consumer behaviours globally. Passion Planner’s digital marketing trajectory has inspired me to continue my exploration of the digital marketing world.

[1] P.9 Digital Marketing, Edition7, by Dave Chaffey and Fiona Ellis-Chadwick [2] 隨著科技的發展,還有社交媒體平台和生活的結合,數位行銷變得更加複雜而有趣,以上是我對數位行銷的一些觀察,和大家分享。

歡迎點讚、留言或是提問題,Joyce很期待與你的互動 ^^



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