I conducted a comprehensive digital marketing analysis of Patagonia using the POEM framework (Paid, Owned, Earned Media) to evaluate brand strategy, audience engagement, and opportunities for growth. This entire process took around the entire semester to complete.
Below is the entire final analysis:
Key insights:
Patagonia has a strong brand identity driven by sustainability and storytelling
The majority of traffic comes from organic search, limiting upper-funnel reach
Mobile engagement is high, but the lack of an app creates a gap in user experience
Social media prioritizes mission-driven content over product conversion
Data Visualization
Strategic Recommendations:
Expand paid media beyond branded search to increase discovery
Develop a mobile app to improve engagement and retention
Improve review syndication across platforms for consistency
Balance storytelling with more product-focused content
Process:
Conducted research using tools such as SimilarWeb, Rival IQ, and SpyFu
Analyzed paid, owned, earned, and traditional media channels
Synthesized findings into a structured report with visual data and insights