Holistic Digital Marketing Strategies for E-commerce Growth: A SOSTAC-Based Case Study of SIIEE
Abstract
This study develops and evaluates a digital marketing strategy for SIIEE.com, an emerging online retailer repositioned within the baby and childhood products niche. Guided by the SOSTAC® model, the project addressed poor performance and weak differentiation by integrating paid (Google Ads, Meta Ads) and organic (SEO, social media, blog) channels. The findings reveal a 245% return on investment, with Google Ads driving the majority of conversions and Meta Ads contributing to awareness and engagement. While the integrated approach enhanced visibility and reach, limitations emerged in social media user-generated content, blog effectiveness, and product page optimization. The study contributes to the literature by demonstrating the practical application of SOSTAC® in niche e-commerce, underscoring the superiority of holistic strategies over isolated paid campaigns. Managerially, it highlights resource allocation, differentiation opportunities, and the role of artificial intelligence in improving efficiency. Future research should consider more extended time frames, alternative platforms, and consumer responses to AI-generated content.
DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.363-382
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Copyright (c) 2026 Fernando Fonseca, Vasco Ribeiro Santos, Bruno Sousa, Rúben Pinhal
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
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