Image 1 – Bearsky23 (ND) ‘Inbound Marketing Magnet Graphic Attracting Male and Female Stick Figures with Pull Marketing Tactics and Techniques’ (Vector)

Inbound Marketing Review – Wanderlust vs AllSaints

Three organisations’ inbound marketing was reviewed – Wanderlust, AllSaints and Millies.ie.  This report reviews the inbound marketing of Wanderlust Travel Magazine and AllSaints. 

Wanderlust

Image 2 – Wanderlust magazine – The December issue of Wanderlust Magazine is now on sale.  Jpeg  

Approach to Inbound Marketing

o    Wanderlust is a leading travel magazine aimed at independent-minded, adventurous travellers (Wanderlust Facebook 2021).

o    Their approach to Inbound Marketing epitomises the Attract, Engage and Delight model (HubSpot ND).  Whilst their ultimate aim will be to sell magazines, membership and trips, content is engaging, interesting and a subtle sell. 

Strengths	Weaknesses
o    Variety of content used including quizzes, competitions and travel articles. o    Materials repurposed yet adjusted by channel & audience o    Strong SEO for ‘Travel Magazine’	o    Little use of video.  With 66% of us using video first when looking for information (Stancheva T 2021) this is a gap o    Opportunity to encourage more user-generated content (UGC), eg, experiences.  o    The website is very busy, which could be overwhelming o    Lacks a coherent brand personality

Improving its Inbound Marketing

 o    More video.  YouTube isn’t updated regularly and with Instagram announcing more focus on video (Wiley K 2021), reels and IGTV to be considered

o    Broaden channels to reach younger audiences, ie, future customers.  In just 5 years, TikTok has 689m monthly users (Iqbal M 2021), more than twice the 330m of Twitter (Statista 2021).  This would also drive UGC. 

AllSaints

Image 3 – AllSaints Instagram 2021 – latest feed – screen shot

Approach to Inbound Marketing

AllSaints is a premium British fashion brand, with both physical and online stores.  Their inbound marketing focuses on generating sales, yet the approach is very brand-centric, with core values (sustainability, diversity and gender equality) clear and consistent across all platforms.  

Strengths	Weaknesses
o    Very consistent messages, style and tone of voice across all channels o    Whilst content is sales targeted, it’s not pushy. o    Website is very clean and easy to navigate o    Social media is far reaching (all key platforms) with content adapted by platform/audience o    Great use of video, with IGTV used to reflect the brand’s wider values	o    Approach is one-dimensional in terms of driving sales.  Little ‘delight’ material. o    Communication is very one way with little encouragement of UGC. o    Discount offered to new customers only, yet it costs 5 times more to gain a customer than retain one (Landis T 2021)

Improving its Inbound Marketing

o    Invest more in content that entertains whilst building the brand, eg, a blog linked to their values. 

o    Encourage more UGC.  Content is already being posted on TikTok and by actively getting involved, they can better control what’s being uploaded and build the brand amongst future customers. 

o    Consider rewarding loyalty as well as new customers. 

Which Organisation is Best at Inbound Marketing and Why

AllSaints.  Unlike Wanderlust

o    Their communication is very consistent across all channels, both image and messaging, building and strengthening their brand at every turn.

o    There’s a great blend of content, which is adapted depending on the platform and thus likely user.

o    Despite its size, the website is very clear, easy to navigate and shop. 

o    Their personality shines through in keeping with their overall image, ie, attitude, individuality and creativity (AllSaints, Facebook 2021). 

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Bibliography

Wanderlust Travel Magazine Facebook page (2021) –  ‘About’ (online).  Available at https://www.facebook.com/wanderlusttravelmagazine [accessed 9 September 2021]

HubSpot (ND) – ‘What is Inbound Marketing’ (online).  Available at https://www.hubspot.com/inbound-marketing?tstamp=1e05096e18e59049a729461615d09e4786f27426 [accessed 9 September 2021]

Wanderlust magazine (2020) – ‘The December issue of Wanderlust Magazine is now on sale’ [photograph] on google.com (online).  Available at https://www.google.com/search?q=wanderlust+travel+magazine&sxsrf=AOaemvLYwkJfnrggP1P94s4kjg82gta4cA:1631194045759&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjDvaCt__HyAhUQiFwKHUxqBKcQ_AUoAXoECAEQAw&biw=1366&bih=625#imgrc=FyrHX3IRCbCq1M [accessed 9 September 2021]

Stancheva T (2021) – ’24 Noteworthy Video Consumption Statistics 2021 Edition’ Techjury.net (online).  Available at https://techjury.net/blog/video-consumption-statistics/#gref [accessed 8 September 2021]

Wiley K (2021) – ‘Reels vs IGTV: How They Compare and Which You Should Use’ Statusphere – Brands.joinstatus.com (online).  Available at https://brands.joinstatus.com/reels-vs-igtv [accessed 9 September 2021]

Iqbal M (2021) – ‘TikTok Revenue & Usage Statistics (2021)’ Businessofapps (online).  Available at https://www.businessofapps.com/data/tik-tok-statistics/ [accessed 9 September 2021]

Statista (2021) – ‘Number of monthly active Twitter users worldwide from 1st quarter 2010 to 1st quarter 2019’ Statista (online).  Available at https://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/ [accessed 9 September 2021]

Landis T (2021) – ‘Customer Retention Marketing vs. Customer Acquisition Marketing’ OutboundEngine (online).  Available at https://www.outboundengine.com/blog/customer-retention-marketing-vs-customer-acquisition-marketing/ [Accessed 10
September 2021]

AllSaints Instagram feed (2021) – ‘Instagram feed’ (online screen shot).  Available at https://www.instagram.com/allsaints/?utm_source=emarsys&utm_medium=email&utm_campaign=WW_IE_FP_20210905&sc_src=email_1512712&sc_lid=94537009&sc_uid=1Cc57pI4bz&sc_llid=7514&sc_eh=3d15f1eb83b2a99c1 [accessed 9 September 2021]

AllSaints Facebook page (2021) – ‘About’ (online).  Available at https://www.facebook.com/allsaints [accessed 9 September 2021)

Bearsky23 (ND) – ‘Inbound Marketing Magnet Graphic Attracting Male and Female Stick Figures with Pull Marketing Tactics and Techniques’ (vector) on shutterstock.com.  Available at https://www.shutterstock.com/image-vector/inbound-marketing-magnet-graphic-attracting-male-426009250 [accessed 10 September 2021]