The impact of digital marketing in the branding of the Maltese jewellery fashion houses

Abstract

Digital Marketing is the present and the future of marketing. Having an online presence has become very essential for all businesses in different sectors and industries in order to be able to expand and increase customer engagement cycle. The Development in technology has changed the traditional way we do marketing. It shifted the way of advertising and promoting on the internet through the usage of the right tools. Just how technology is ever-changing, so is the fashion industry including the jewellery sector in Malta, with trends that come and go frequently. Nowadays, there is the fear of missing out on these new, current trends and this emphasises on the importance of adopting to the modern Digital Marketing tools and strategies. As a result, from the use of Digital Marketing options, jewellery fashion houses will have the opportunity to gain popularity and create a successful brand name. The main purpose of this research is to address the gap that has not yet been identified in Malta with regards to the Digital Marketing impact in the branding of local jewellery business. Other aims include a comparison between some local brands in order to gain a better understanding of the role Digital Marketing plays in their business. A qualitative research approach was chosen to fulfil the outlined objectives of this study. This research concludes that for jewellery designers, Social Media is the most preferred area of Digital Marketing in Malta for many reasons, including the high number of users on its platforms.