Inbound Marketing
Report to Compare Illicit Bloc and 33mm’s Inbound Marketing Strategies
(Figures below)
Illicit Bloc’s Approach to Inbound Marketing:
The brand’s website (see figure 1) features ample space, allowing for easy navigation. Upon opening, users are greeted with a call-to-action (CTA) pop-up offering visitors a discount, which not only generates leads but also helps build a relationship with potential customers. Additionally, signing up allows users to have an account where they can save items, which helps streamline the purchasing process in the future.
Regarding Social Media presence (see Figures 2-5), a combination of media formats is employed. A key theme is allowing viewers to experience the processes behind the brand, which helps form its identity through video. Targeting an audience that cares about the quality of their garments attracts buyer persona.
Email Marketing (see Figures 7-8) is used for a range of purposes, including providing early access codes to delight customers and promoting products to convert leads and build relationships with existing customers.
Strengths:
Efficient website optimised for user experience on both mobile and desktop.
CTA featured with member benefits.
Content ranges in length and effectively documents the brand, while also promoting releases.
Email marketing used to both delight customers and convert leads
Weaknesses:
No links to social channels on the website.
Limited content subjects.
Video content is uploaded infrequently.
How to Improve:
Create links to social channels via the website.
Create more content surrounding the consumer, placing emphasis on community.
Increase member benefits via email content.
33mm’s Approach to Inbound Marketing:
Aesthetically, 33mm’s website is similar to Illicit Bloc’s; however, it features content from their customers, showcasing a valued relationship, with visible links to their social channels. A CTA pop-up also appears, and this has benefits as previously discussed on Illicit Bloc’s site. The ‘help’ and ‘legal’ sections are also obvious, helping the user experience.
Content on Social Media (see Figures 10-13) predominantly consists of short-form video content, utilising both professional and phone-quality setups, catering to different audience preferences. Inspiration posts offer insight into the creation of the products, enhancing the brand’s identity.
Email Marketing (see Figures 14-15) is similar to Illicit Bloc, but also engages customers through participatory efforts, helping to understand the buyer persona and build customer relationships.
Strengths:
Website features links to social channels and an emphasis on the customer community.
CTA featured with email marketing spanning a range of content.
The content ranges in subject focus and extends beyond the brand in terms of product inspiration.
Email marketing used to both delight customers and convert leads.
Weaknesses:
No long-form video content.
More behind-the-scenes content.
The website homepage could be categorised clearly to improve the visitor experience.
How to Improve:
Make use of YouTube to display longer-form videos.
Spotlight the customer as prominently on Instagram as they are on the website.
Utilise story highlights on Instagram to document the brand consistently.
Conclusion:
Overall, both brands employ effective inbound marketing strategies. Illicit Bloc features greater detail regarding the behind-the-scenes and creation of products, whereas 33mm focuses more on the customer community. Ultimately, 33mm, despite not utilising YouTube and long-form content, delivers a better visitor experience on their website and a broader range of content across their social channels, on a consistent basis, including their email channel. Therefore, 33mm has a stronger overall inbound marketing strategy.
Illicit Bloc
Fig. 8. (Illicit Bloc, 2025d) Email marketing offering early access helps to delight existing customers as well as encourage leads to become customers.
33mm
Fig. 9. (33mm, 2023) 33mm website’s homepage features easy navigation with a CTA upon opening, encouraging visitors to make a purchase. Content featured from existing customers also aids the buyer persona and the brand’s identity by building a relationship with customers.
Fig. 10. (33mm, 2025) Instagram carousel featuring professionally taken portraits showcasing products and answering comments that followers have.
Fig. 11. (33mm, 2025c) Instagram carousel with film clips to show inspiration for the products, which builds the brand’s identity and helps to encourage buyer persona.
Fig. 12. (33mm, 2025b) Instagram reel displaying products, most likely shot on a phone, making the content feel more organic and relatable.
Fig. 13. (33mm, 2025d) The TikTok short form campaign video helps increase the potential audience by using multiple platforms to display content.
Fig. 14. (33mm, 2025d) Email showing subscribers the behind-the-scenes of their latest campaign increases engagement around the campaign.
Fig. 15. (33mm, 2025a) Email to build customer relationship and create a community around the brand, which again contributes to buyer persona.
Reference list
33mm (2023). 33mm. [online] 33mm. Available at: https://www.33-mm.com/?srsltid=AfmBOopTtYtt-TcgV2Feokf-CGxMxkhwIoSv3lGdLCP7y15pbNWTKT6D [Accessed 24 May 2025].
33mm (2025a). 33mm Casting Call. [Email].
33mm (2025b). 33mm on Instagram: ‘A closer look at the SS25 jewellery collection releasing tomorrow at 6pm BST. Full lookbook available in our broadcast channel. - 32 pieces in total - All stainless steel so it’s water resistant, sweat resistant and tarnish free - Gold and silver options available for every design’. [online] Instagram. Available at: https://www.instagram.com/p/DJCc67lNwG6/?img_index=9 [Accessed 27 May 2025].
33mm (2025c). 33mm on Instagram: ‘Getting ready for summer’. [online] Instagram. Available at: https://www.instagram.com/reel/DGvx_OBNK_0/ [Accessed 27 May 2025].
33mm (2025d). 33mm on Instagram: ‘How the film “Plein Soleil” inspired some our new pieces’. [online] Instagram. Available at: https://www.instagram.com/p/DHbmsCUNmps/?img_index=7 [Accessed 27 May 2025].
33mm (2025e). THE MAKING OF OUR SS25 JEWELLERY CAMPAIGN. [Email].
33mm (2025f). TikTok - Make Your Day. [online] Tiktok.com. Available at: https://www.tiktok.com/@33mm/video/7507365116963294486 [Accessed 27 May 2025].
Illicit Bloc (n.d.). ILLICIT BLOC. [online] YouTube. Available at: https://www.youtube.com/channel/UCTqlPSwJgZlqVtyMiZsYqfg [Accessed 24 May 2025].
Illicit Bloc (2023). ILLICIT BLOC. [online] ILLICIT BLOC. Available at: https://www.illicitbloc.com/ [Accessed 24 May 2025].
Illicit Bloc (2024). Morocco SS24 Campaign - IB Through The Lens - Ep 1. [online] YouTube. Available at: https://www.youtube.com/watch?v=gGTegn8uz68 [Accessed 24 May 2025].
Illicit Bloc (2025b). ILLICIT BLOC on Instagram: ‘A closer look at Spring 25 - Drop Two @illicit_bloc Available for members, Sunday 11th May 20:00 BST Any sizing or general questions, please comment them down below.’ [online] Instagram. Available at: https://www.instagram.com/p/DJbb4gFKRy2/?img_index=2 [Accessed 24 May 2025].
Illicit Bloc (2025c). ILLICIT BLOC on Instagram: ‘Spring 25 BTS @illicit_bloc 📌’. [online] Instagram. Available at: https://www.instagram.com/reel/DII65JIKTdw/ [Accessed 24 May 2025].
Illicit Bloc (2025d). Our Latest Collection Has Arrived. [Email].
Illicit Bloc (2025e). Your Access Code For Sunday’s Drop. [Email].
Bibliography
Puresport (n.d.). Puresport. [online] YouTube. Available at: https://www.youtube.com/channel/UCgMb_715-KFq48rpVMEzqBg [Accessed 27 May 2025].
Puresport (n.d.). Puresport | The UK’s Leading CBD & Natural Wellness Brand. [online] Puresport. Available at: https://puresport.co/ [Accessed 27 May 2025].
Puresport (2025a). Puresport® on Instagram: ‘LIMITED EDITION - ULTRA ELECTROLYTES: WATERMELON SALT 🍉 Launching 28th May, limited edition, limited time. Join the queue to unlock early access to the launch. Here’s how it works: 1. Join the queue via the link in our bio. 2. Move up the queue by referring friends. 3. The more people you refer, the further up you get in the queue. 4. Top spots in the queue WIN BIG PRIZES. Prizes include: 🍉 Limited Edition Ultra Electrolytes Watermelon Salt 🧂£250 Puresport Voucher 🍼 Puresport Water Bottle & Sticker Pack 👟 Adidas Adizero Adios Pro 4 Shoes 🎒 YETI Camino 35 Carryall 🕶️ £200 Oakley Voucher Be the first to try Watermelon Salt at Hackney Half Marathon this weekend - available at the shakeout, cheer zone and event village.’ [online] Instagram. Available at: https://www.instagram.com/p/DJuKBcusnfP/?img_index=1 [Accessed 27 May 2025].
Puresport (2025b). Puresport® on Instagram: ‘We run our own race. From Heathrow to hotel rooms to Soho tables. While others fought for attention, we created moments worth remembering. For the Long Run.’ [online] Instagram. Available at: https://www.instagram.com/p/DJHxVM_MwTX/ [Accessed 27 May 2025].
Puresport (2025c). Puresport® on Instagram: ‘When life gives you lemons, hand out watermelons. One van. Two tonnes of watermelon. 7,000 slices, taken with a pinch of salt. Watermelon Salt Ultra Electrolytes. Launching 28th May, limited edition, limited time. Join the queue to unlock early access to the launch. Here’s how it works: 1. Join the queue via the link in our bio. 2. Move up the queue by referring friends. 3. The more people you refer, the further up you get in the queue. 4. Top spots in the queue WIN BIG PRIZES. Prizes include: 🍉 Limited Edition Ultra Electrolytes Watermelon Salt 🧂£250 Puresport Voucher 🍼 Puresport Water Bottle & Sticker Pack 👟 Adidas Adizero Adios Pro 4 Shoes 🎒 YETI Camino 35 Carryall 🕶️ £200 Oakley Voucher’. [online] Instagram. Available at: https://www.instagram.com/p/DJ4jkPWsx69/ [Accessed 27 May 2025].
Puresport (2025d). Ultra Electrolytes Watermelon Salt. [Email].
Puresport (2025e). Watermelon Salt: Reviews Are in. [online] TikTok. Available at: https://www.tiktok.com/@puresport/video/7505810332552563990 [Accessed 27 May 2025].
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