Development of Recommendations for Improving the Digital-Strategy Based on the Study of User Behavior for the NÁNA Jewelry Brand

The result of this work is the development of recommendations for improving the digital strategy based on the study of user behavior for the jewelry brand NANA. In the process of writing the work, first of all, the conceptual apparatus of the main terms was defined, such as consumer behavior, digital marketing, and the jewelry industry. A list of digital channels with a different approach to their classification has been identified. And to move from the theoretical part to the part where the main analyses were described, a step-by-step work plan for the development of a digital strategy was developed. Within the framework of the second chapter, a large block of various studies, such as competitive analysis, was conducted. The general trends in the ways of promotion and the choice of channels for communication with the audience are highlighted. In addition, the analysis of the target audience was carried out on the basis of a quantitative survey, which revealed six segments. Subsequently, targeting was done between the segments to highlight the most promising segment. Next, the stage of market maturity was determined according to the selected criteria, it turned out that the brand exists in a growing market and is a follower. In this connection, the global marketing strategy is defined as a flanking attack. After determining the basic marketing positions in the work, digital channels are revealed in which the brand either had experience of promotion, or channels that are currently being used. The final part of the research chapter was the construction of a detailed map of the path highlighted in the targeting of the customer segment and the identification of barriers in the process of the customer's transition from the stage of lack of need to loyalty. Among such barriers, the following problem areas have been identified: 1) At the stage of choosing between competitors, the audience does not see the NANA brand in digital channels due to the fact that the jewelry brand does not use tools to attract traffic; 2) At the stage of transition from the "viewed goods" stage to the "put in the basket" stage, there is a problem with conversion; 3) At the re-purchase stage, this gap is due to the lack of a loyalty system. To work with the identified barriers in the work, goals, objectives, strategic plans and tactical actions are defined. Further, the developed tactical actions are distributed according to the Gantt chart to understand the order of execution of certain marketing activities. And the logical conclusion of the work was a section where performance tracking metrics were selected for each tool and the effectiveness for business of implementing the proposed marketing activities in terms of increasing sales figures was also justified.