Greg Adams was an entrepreneurship major at Texas Christian University. During college, Greg toyed with many business ideas, but the one that seemed most appealing to him was schoolbranded jeans. Greg believed that while there were lots of clothing options using university logos, most were not suitable for nicer settings, such as aftergame parties. The challenge Greg faced was how to test his hunch. After some thinking, Greg came up with a plan: He designed some jeans with the University of Kansas logo (his sister was a student there) and recruited sorority members to wear the jeans after a game. In exchange for a free pair of jeans, the sorority models were to take notes on how many people noticed the Jayhawk logo and the comments they got. Gregs hunch proved right. The models reported people stopping them to ask where they could buy the jeans. For a free pair of jeans and a little money, Greg had his market research. The sorority sisters, Gregs models, thought there was a market for collegebranded jeans.

Like many business students majoring in entrepreneurship, Greg didnt have much technical knowledge. In college, he had learned about the business side of things but had remained oblivious of the technical aspects. Now, he needed to know about apparel. Greg quickly began reading up on the apparel industry and started to develop designs for jeans. He found that approvals for products branded with a university logo needed to come from a clearinghouse. For the most part, schools outsource the approval process for the commercial use of their logos to select clearinghouses, although at times the institution does retain the final approval of a particular product. The approval process can take some time because the applicant has to be approved both as a vendor and for each specific product category.

After Greg got clearinghouse approval, he set out to source a key input in jeans: denim. A problem in the jeanswear business is that there are not many suppliers of quality denim for the American market. Once Greg found a good denim supplier, he was able to start OCJ Apparel and launch the jeans with logos for six major universities. College students loved the jeans, and Greg expanded to 26 schools the next year and more than 50 schools the year after. Arkansas Razorbacks, Alabama Tide, Florida Gators, Missouri Tigers, and Texas Aggies were just some of the schools OCJ covered. The company was now selling the jeans in two colors, deep indigo, and victoryblue, and two types of leg fit, skinny and boot cut. The design of the jeans was so good that Neiman Marcus a leading national highend retailer asked the company to develop products for its stores.

Greg now is thinking of a social media/digital marketing strategy. However, he has no knowledge about it.

Question: Briefly explain to Greg why digital marketing should be a top priority for OCJ Apparel