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This internship report served as a case study, concentrating on the question of how Magnolia Silver Jewellery can improve their digital impact. Literature review showed how different digital marketing strategies and activities can lead to a strong online presence. Research studied the current Magnolia customers by an explorative inquiry and a confirmatory focus group. Findings in their user experience led to the identification of several aspects regarding Magnolia’s online channels that could be improved. As expected in this report, Magnolia customers prefer to purchase jewellery at a physical store rather than online, explaining Magnolia’s low volume in online sales. Furthermore it was confirmed that the customers are not being inspired by Magnolia’s presence on social media to shop online. It was concluded that Magnolia Silver Jewellery can use improvements for their website and social media management in order to improve their digital impact. Therefore this report ends with the proposal of 11 recommendations for Magnolia Silver Jewellery to consider.
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Consumer Behavior Digital Marketing Inbound Marketing Online Brand Management