FACULTY OF SPORT SCIENCE AND RECREATION

BANCHELOR IN SPORT MANAGEMENT AND RECREATION

COURSE:

MKT558 : DIGITAL MARKETING

PREPARED BY:

BIL NAME STUDENT ID

1. MUHAMMAD ALIFF BIN HALIM 2022964139
2. MUHAMMAD ALIF DANIAL BIN MOHD RUZAINI 2022736859
3. AQL BIN ALASRI 2022765439
4. MUHAMMAD AMIRR BIN ROSLAN 2022996799

BANCHELOR OF SPORT MANAGEMENT (HONS.)

(SR2414B)

PREPARED FOR:

MADAM TENGKU SHARIFELEANI RATUL MAKNU TENGKU SULAIMAN

TABLE OF CONTENTS

1.0 INTRODUCTION ............................................................................................................................ 3

2.0 THE IMPACT OF SOCIAL MEDIA TOWARDS THE COMPANY ARIANI PERFOMANCE .. 4
2.1 INCREASE BRAND LOYALTY ................................................................................................ 4
2.2 INVOLVES A BIG AUDIENCE ................................................................................................. 4
2.3 ABLE TO MINIMIZE ADVERTISING COST ........................................................................... 4
2.4 FULL ATTENTION TO CUSTOMERS ...................................................................................... 5
3.0 BENEFITS OF THE SOCIAL MEDIA USED BY ARIANI COMPANY TOWARDS
CONSUMER .......................................................................................................................................... 6
4.0 PROVIDE RECOMMENDATIONS ON WAYS TO IMPROVE SOCIAL MEDIA USED BY
ARIANI .................................................................................................................................................. 8
5.0 CONCLUSION ................................................................................................................................. 9
6.0 REFERANCE ................................................................................................................................. 10
1.0 INTRODUCTION

ARIANI is a premium scarf brand founded in Malaysia. A popular brand that began with the
legendary "Awning tune" in April 2008 has created a strong platform among the headscarf-wearing
population. Ariani has been well-known for its fashionable head coverings that retain the image and
spirit of Muslim conformity and it is achieving a perfect combination of style and function. Products
that produced by ARIANI are designed based on the three elements which are Exclusivity, Modesty,
and Contemporary. Besides that, ARIANI also a brand that affiliates with JAKEL which is the biggest
textile importer and retailer in Malaysia. ARIANI distinguishes itself from rival brands by having a
deeper grasp of textiles that work for the Malaysian environment. ARIANI uses a variety of colors,
textures, and patterns to create goods that are special, modern, elegant, and stunning.

Below is the case study on impact, benefits, and recommendations toward the using of social media
by ARIANI. ARIANI is one of the most popular premium scarf brands that has many followers on
social media. Besides, the ambassador of this brand also popular among artists where it also being one
of the reasons why ARIANI can get a quite high engagement of users on social media. This case study
will show how social media can help one business whether it is a small or big business. The fact is
businesses are simply must have some form of social media presence
2.0 THE IMPACT OF SOCIAL MEDIA TOWARDS THE
COMPANY ARIANI PERFOMANCE

2.1 INCREASE BRAND LOYALTY

Many companies place a lot of emphasis on their following, which is an insignificant quantity in and of
itself. Actually, this doesn't do much for the brand's committed followers. Uncommitted supporters are
less important than those who are dedicated to your cause. The goal of Ariani's social media marketing
strategy is to increase brand loyalty. With a larger and more devoted fanbase, Ariani's performance will
consequently significantly improve. For instance, when asked on social media about a company they
love and trust, Ariani's consumers will enthusiastically recommend it without any of your help. This
will enhance the performance of the brand on social media. When Ariani uses social media in the correct
way, with clear planning and coordinated efforts, it will prove successful in building a dedicated
following.

2.2 INVOLVES A BIG AUDIENCE

Ariani has social media sites like Instagram, Facebook, and Twitter, which can significantly affect the
success of the business by attracting a large audience to postings and updates on the items. This is a
reference to how hashtags on social media can assist a business increase the number of potential
customers who see its marketing content. According to the eBook Digital Marketing Sixth Edition, it
has been demonstrated that digital media has an impact on the marketing mix. Under the people
category, it has been discussed how social media is used to communicate with clients during sales, pre-
sales, and post-sales. This suggests that the performance of the company will attract more viewers and
followers. Ariani has a fantastic chance to promote its goods through a number of initiatives.

2.3 ABLE TO MINIMIZE ADVERTISING COST

Social media is a digital medium that is widely available to everyone because it is cost-free to use. As
a result, social media has emerged as one of the avenues via which companies can advertise their goods.
A company can promote its goods all over the world without spending any money and by using only
the best strategies. Think of the potential for a single person to share or comment on a message from
your company to reach hundreds or even thousands of people for free! Advertising through social media
is now thought to be substantially more effective than advertising through traditional methods, which
can help Ariani indirectly cut the cost of advertising. This may be demonstrated by the fact that
practically everyone in the world today has their own social media accounts, which can be claimed to
be a fact.

2.4 FULL ATTENTION TO CUSTOMERS

Ariani must have good listening skills in order to be a successful marketer. Ariani disregards its most
significant stakeholder by not paying attention to their customers. If Ariani doesn't understand the needs
of their customers, they cannot compete with brands like Duck and Naelofar. Ariani often usese social
media as a soapbox, will need to pay closer attention to what is being said before speaking. They also
use social media to engage with customers in addition to listento them better. It's possible that an Ariani
user tweeted or messaged the company to show their love for the product or to make a request for
assistance. Ariani also regularly replies to and keeps in touch with customers that engage about their
products online.
3.0 BENEFITS OF THE SOCIAL MEDIA USED BY ARIANI
COMPANY TOWARDS CONSUMER

Ariani uses social media to connect with their customers and promote their products. Social media is a
powerful marketing tool that can help grow your brand. In the business industry, the use of social media
is usually for networking, marketing, and advertising their products. Social media is a cost-effective
way to market your company to potential clients, investors, and suppliers and this is an efficient way
for a company like Ariani to grow as a company.

The benefits of social media for Ariani, it can increase the brand awareness. Brand awareness is the
percentage of a target market that is aware of a company's existence and the goods or services it
provides. By boosting interactions, social media can assist Ariani in raising brand recognition. With
social media marketing, it can influence and expand the dialogue surrounding Ariani as a business while
also instantly connecting with the demands of Ariani's target market. This can make Ariani a more
engaging brand by paying attention to the audience as well as the increase in Ariani's sales, leads and
conversions. The likelihood of purchasing increases with higher brand awareness. Customers who are
familiar with your brand are more likely to recommend it to friends and family and new customers will
definitely purchase from Ariani's as a result of social proof which will increase Ariani's brand reach.

Additionally, Ariani can improve its brand loyalty and the engage of customer service. Creating a loyal
customer base is one of the primary goals of almost all businesses same goes for Ariani. Given that
customer satisfaction and brand loyalty typically go hand in hand, it is critical to engage with consumers
on a regular basis and begin developing a bond with them. Social media isn't just for introducing Ariani's
products and promotional campaigns. Social media advertising creates an open service platform where
Ariani's customers can express their thoughts and feelings about the services and products on offer.
Customer satisfaction rises exponentially when you listen to what customers have to say, and so does
brand loyalty. Customers see these platforms as a service channel through which they can communicate
directly with the company and they will be more impressed with your turnaround time and will value
Ariani as a company more.
Furthermore, Ariani can reduce the marketing costs with the use of social media. In comparison to
traditional marketing, social media marketing requires fewer financial resources. Being cost-effective
is advantageous because it allows Ariani to get a higher return on investment and keep a larger budget
for other marketing and business expenses. Ariani's marketing costs can be significantly reduced with
an internet connection and computers. By using social media to market products and services, it is an
effective way for Ariani to cut the operational costs and because of social media marketing is a low-
cost method of marketing, time and money invested in it can benefit the company's bottom line. It will
significantly increase Ariani's conversion rates. The costs are greatly reduced because more people can
be reached with the same monthly budget.

In conclusions, social media marketing is an opportunity for Ariani to grow online if they are willing to
invest in their social presence. Investing in and researching proper strategies early on will help Ariani
to discover new opportunities in the ever-changing landscape of digital marketing as well as gaining a
new way to reach new customers and exposing Ariani as a brand to new audiences is critical for success.
The numerous advantages of social media marketing for businesses of all sizes can have a positive
impact and help them stand out from their competitors.
4.0 PROVIDE RECOMMENDATIONS ON WAYS TO IMPROVE
SOCIAL MEDIA USED BY ARIANI

Social media has evolved into one of the platforms that businesses utilise to advertise their products
and services. Ariani uses social media platforms such as Instagram, Facebook, Twitter and websites to
promote its operations and products. This is done to ensure that the Ariani operation is known to
everyone. Ariani boosts social media through organised marketing techniques that aim to increase
engagement, visibility, and ultimately turning followers into paying customers.

To begin, one of the most effective methods to market Ariani products or services is to leverage
user generated content. People trust other people more than they believe marketing tricks or brand
claims. Instead of having to rely on Ariani's brand claims, the target audience will receive honest
feedback directly from other shoppers through user generated content. This is a type of social evidence
that helps to prove the brand's credibility. Visuals generated by users are more trustworthy than other
types of material. More than half of respondents believe that user-generated content (UGC) graphics
are more effective and efficient than a brand's own image or content. This is precisely what Ariani did
with their customers. Customers that wear Ariani items use the hashtag #ArianiOOTD to post their
outfits including the Ariani's products, exposing more potential buyers to the Ariani brand. These
customer stories were also uploaded on the brand's official Instagram account.

Next, choose the most suitable social media platform. It is easy to become confused while deciding
on the best social media platform to work on. In general, companies can target the social media area
where their target audience spends the majority of their time. It will take a lot of probing to find this
perfect stage. Facebook has a large user base that includes people of all ages. According to the most
recent data, Facebook has almost 2.85 billion monthly active users. As a result, considering this platform
is frequently a strategic place to begin for all sorts of businesses. Facebook is the ideal platform for
increasing brand recognition and generating leads. Twitter and LinkedIn, on the other hand, may be the
best alternatives for expanding your network of influencers and professionals. While Tik Tok and
Instagram are excellent options for appealing to younger individuals.

Furthermore, using Instagram for advertising Instagram is one of the most popular social selling
platforms. The platform currently has more than a billion active users. Instagram has grown into a major
social media platform, with a vast and diverse online community. Instagram has a greater engagement
rate than Twitter or Facebook. With the Reels and other shoppable features, the reach is also incredible.
The moment has come to leverage the power of Instagram advertising to connect with potential
consumers all around the world. To achieve success, make sure the advertisement is visually pleasing
and targeted to the proper audience. Ariani uses Instagram advertisements and image posts to promote
their product.

Finally, use relevant hashtags to increase brand awareness. However, in order to discover the most
relevant and successful hashtags for their brand, Ariani must conduct some research. The hashtags
should be relevant to the target audience as well. The audience will be more relevant if the hashtag is
more specific. This will result in increased exposure and interaction. Always seek to use hashtag
variants by combining a general one with a unique and unique one. Once you've figured out what works
for Ariani, keep with it. Also, use similar hashtag combinations across all social media platforms. These
hashtags will make it simpler to identify major supporters and track mentions. Ariani can profit from a
trending hashtag, but make sure it is related to the Ariani brand and can assist to attract more
audience and followers.

5.0 CONCLUSION

To conclude, social media has plenty of good uses and is very important for long-term business.
Social media is an online communication that allows you to engage together along with your clients
and provide data in actual time. ARIANI uses its social media platform to build its brand awareness,
get customer feedback, build customer loyalty, and increase revenue by building customer networks
and advertising. Hence, ARIANI is a good role model among the brands in Malaysia as they have a
good relationship with locals.
6.0 REFERANCE

1. Ariani Online | Ariani Galeri | Ariani RTW | Ariani Luxe | Online Shawl | Modern Blouse |

Baju Kurung | Malaysia Kurung | Malaysia Online Clothing. (n.d.). Retrieved January

23, 2023, from [Link] website: [Link]

2. Galeri Ariani. (n.d.). Retrieved January 23, 2023, from [Link] website:

[Link]

3. Experian. (October, 2021). 6 ways to strengthen your online presence to benefit your
business. Retrieved from Experian: [Link]
thinking/smallbusiness/6-benefits-to-an-online-presence/ Focal Points. (n.d.).

4. Ariani Online - Overview, News & Competitors | [Link]. (n.d.). Retrieved January

23, 2023, from ZoomInfo website: [Link]

online/447051360

5. THE IMPORTANCE OF KEEPING UP WITH MEDIA TRENDS. Retrieved from Focal

Points: [Link]
withmedia-trends