Upload
liz-johnson
View
782
Download
0
Embed Size (px)
DESCRIPTION
Digital Strategy Final Presentation
Citation preview
Elizabeth Johnson
Goals
Increase year round sales by 50%
Generate traffic flow to Michael Kors website
Increase brand awareness
Inbound Marketing: Social Media
Blog
Google AdWords
12 month campaign
Digital Strategy Overview
Target Market
Men and Women ages 25-54
Upper- middle class
Fashion forward, look for luxury and quality
Budget
$20M for 12 months of advertising
$21,900/day Inbound Marketing
$32,800/day Google Adwords
This totals $19,965,500 with $34,500 for extra promotion or room to grow
Inbound Marketing: Blog
Educate consumers on the brand
Includes links to social media sites
Promotional giveaways
Attract new visitors to the website
Use SEO to optimize posts
Goal : Top of search page
Inbound Marketing: Social Media
Build a relationship with consumers and brand
Facebook, Twitter, Instagram
Increase engagement
Gain feedback
Interact with followers
Google AdWords
Daily Budget $32,800 will generate 15K+ clicks & 1000K+ impressions
Metrics: KPI
Measure bi-monthly for 12 months
Adjust spending according to progress to optimize client’s budget
Sales: 2013: $2.18B 2014 currently: $3.31B Goal after 12 months: $6.62B
Conclusion 12 months
Budget $20M
Goals: Increase sales 50% Increase brand awareness Increase traffic on web site
Digital Strategy: Inbound Marketing and Google Adwords