DSW DIGITAL MARKETING STRATEGYBy: Alyssa Sattler

DSW INC

TARGET MARKET Women ages 18-45 Fashion-Forward Enjoy keeping up on the

latest trends Want style, quality and

affordable prices

COMPANY OVERVIEW Wide variety of shoes for

women, men and kids As of April 2012, Total

Worth of $2B

CHALLENGES AND GOALS

STRENGTHS

-Wide Designer Product Offerings-DSW Rewards Loyalty Program-Overall Value of Products

WEAKNESSES

-Concentration on one market-Lack of Product Offerings

OPPORTUNITIES

-Sales from DSW Website-Growing Trend of Digital Commerce-Business Growth/Expansion-DSW Rewards to attract new customers-Digital Marketing

THREATS

-Major Competition from other shoe retailers

CAMPAIGN FOR DSW

DSW’s new Campaign should focus on their overall brand message

Since DSW is about giving their customer great designer fashions at affordable prices, their new campaign will consist of starting a community of their customers best designer finds at their store.

Incorporate a mix of social media, mobile marketing, internet marketing and a weekly style blog written by a different style expert each week

“Life’s too Short to Sacrifice Great Designer Fashion, find great deals at DSW”

FACEBOOK STRATEGY

Encourage Facebook Fans to post pictures of their favorite DSW finds and their savings at DSW

Optimize Facebook Content by positing videos, pictures and building a vibrant online community

Create Contests for Fans and give exclusive deals to Facebook fans Utilize Facebook’s advertising options to better reach target

market

TWITTER AND YOUTUBE STRATEGY

Twitter Gain More Twitter followers

by posting Tweets to Facebook

Interact with followers and make content engaging

YouTube Post weekly Video Blogs

featuring different style experts

Encourage Fans to post videos of their favorite DSW shoes

GOOGLE ADWORDS AND INTERNET MARKETING

GOOGLE ADWORDS Through Adwords, make DSW

the top search result Create top awareness in

consumer’s mindsINTERNET MARKETING Build awareness of DSW by

placing well-designed ad on a variety of websites

Reach target market by making sure internet ad reaches the right people

Place ads on Facebook

MOBILE MARKETING

Develop a Mobile App where Customers can easily shop on DSW’s website on the go on both Apple and Android interfaces

Place Ads on Application to earn revenue

Incorporate Mobile Shopping as well as Style Tips and Blogging on App

BUDGET ALLOCATIONCATEGORY NAME BUDGET

SOCIAL MEDIA FACEBOOK $2M

SOCIAL MEDIA TWITTER $250,000

SOCIAL MEDIA YOUTUBE $250,000

MOBILE MARKETING MOBILE APP $1M

BLOGGING $250,000

INTERNET ADVERTISING

$2M

GOOGLE ADWORDS $250,000

TOTAL $6M

Allocate Digital Marketing Budget over a 6 month period between March 2013-September 2013 to advertise new

spring/summer and fall/winter shoes during this time period

METRICS TO MEASURE SUCCESS

Use Google Analytics to track web traffic on blogs, ads, Facebook and Twitter

Use YouTube likes/comments, Facebook Fans and Twitter Followers to measure success

With PPC through digital advertising, measure the amount of clicks on advertisements