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Netaporter

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NET-A-PORTER needs to increase online sales and engagement. Their strategy is to launch a social media, Google AdWords, and mobile app campaign targeting women ages 18-34. They will create Facebook, Pinterest, and Twitter pages to share new products, sales, and contests. Google AdWords will drive traffic with keywords like "luxury clothing". A mobile app offering discounts and updates aims to boost purchases and visits from their target audience. Analytics will track results and spending is allocated over 12 months with peak periods in January to June.

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DIGITAL MEDIA STRATEGY BY: JORDAN MONEY
BACKGROUND FOUNDED IN 1999 BY NATALIE MASSENET ONLINE RETAILER, LUXURY FASHION GLOBAL REACH AND ACCESS TO HIGH-END DESIGNERS TARGET AUDIENCE IS WOMEN AGES 18-34
CHALLENGES CUSTOMER RETENTION INCREASE IN ONLINE LUXURY RETAILERS INCREASING CONVERSATION WITH CUSTOMERS VIA SOCIAL MEDIA
GOALS INCREASE ONLINE SALES INCREASE AMOUNT OF UNIQUE VISITORS ENGAGE WITH CUSTOMERS AND RECEIVE FEEDBACK BUILD RELATIONSHIPS WITH POTENTIAL & CURRENT CUSTOMERS
BIG IDEA NET-A-PORTER needs to focus on online and mobile marketing/advertising campaign to reach their intended customers The target market of women ages 18-34 would be beneficial to NET-A-PORTER because the majority of the products they sell are geared for women and they also have higher tendency to buy products online regularly Women are very active users of social media; NET-A-PORTER has the opportunity to reach more potential customers through communicating with current customers and encouraging sharing of posted content.
SOCIAL MEDIA FACEBOOK Post editorial images of new product lines, share photos, promote sales and discounts, have contests on Facebook page PINTEREST Boards and pins of what inspires their designer lines, the products they carry, and customers’ pictures of their products and packaging TWITTER Tweets for new products, sales & promotions, retweet contests, fashion tips and trend alerts.
GOOGLE ADWORDS NET-A-PORTER will use Search Engine Optimization and Search Engine Marketing through Google Adwords Keywords to drive website visits and purchases: luxury, designer, net-a- porter, luxury clothing, high-end, etc. NET-A-PORTER will be provided with effective and measureable search engine results through Google Adwords This campaign will achieve the objectives to increase website traffic and to gain new visitors and customers
MOBILE MARKETING A mobile app that provides discounts, contests, and product/trend updates will be beneficial to creating interest and awareness among the target audience Majority of the target audience hasSmartphonesor tablets Mobile app will increase amount of product purchases and site visits
MEASUREMENT Google Analytics: track keyword searches, ad clicks, website traffic, social media interactions, and consumer information Campaign reach will be measured by the number of contest applicants and the amount of discount coupon redemptions Social media campaign awareness and effectiveness will be measured by comparing pre-and post-campaign social media statistics Evaluate the change in online sales
BUDGET & TIMELINE The marketing budget was determined from last year, 2011, advertising budget and an analysis of NET-A-PORTER’s SEO value, keyword and ad value, and social media mentions. Category Name Budget Social Media Twitter $20,000 The campaign will run for duration Social Media Facebook $30,000 of 12-months. The budget will be Social Media Pinterest $10,000 allocated to the specific market Google AdWords $ 60,000 categories accordingly and will Mobile Marketing Mobile app $30,000 change per month due to seasonal Website $85,000 trends, holidays, etc. Email Marketing $60,000 Total: $400,000 The months that will receive the highest budget allocation are as follows: January, February, March, May, and June Months with medium amount of budget: April and July

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Netaporter

  • 1. DIGITAL MEDIA STRATEGY BY: JORDAN MONEY
  • 2. BACKGROUND FOUNDED IN 1999 BY NATALIE MASSENET ONLINE RETAILER, LUXURY FASHION GLOBAL REACH AND ACCESS TO HIGH-END DESIGNERS TARGET AUDIENCE IS WOMEN AGES 18-34
  • 3. CHALLENGES CUSTOMER RETENTION INCREASE IN ONLINE LUXURY RETAILERS INCREASING CONVERSATION WITH CUSTOMERS VIA SOCIAL MEDIA
  • 4. GOALS INCREASE ONLINE SALES INCREASE AMOUNT OF UNIQUE VISITORS ENGAGE WITH CUSTOMERS AND RECEIVE FEEDBACK BUILD RELATIONSHIPS WITH POTENTIAL & CURRENT CUSTOMERS
  • 5. BIG IDEA NET-A-PORTER needs to focus on online and mobile marketing/advertising campaign to reach their intended customers The target market of women ages 18-34 would be beneficial to NET-A-PORTER because the majority of the products they sell are geared for women and they also have higher tendency to buy products online regularly Women are very active users of social media; NET-A-PORTER has the opportunity to reach more potential customers through communicating with current customers and encouraging sharing of posted content.
  • 6. SOCIAL MEDIA FACEBOOK Post editorial images of new product lines, share photos, promote sales and discounts, have contests on Facebook page PINTEREST Boards and pins of what inspires their designer lines, the products they carry, and customers’ pictures of their products and packaging TWITTER Tweets for new products, sales & promotions, retweet contests, fashion tips and trend alerts.
  • 7. GOOGLE ADWORDS NET-A-PORTER will use Search Engine Optimization and Search Engine Marketing through Google Adwords Keywords to drive website visits and purchases: luxury, designer, net-a- porter, luxury clothing, high-end, etc. NET-A-PORTER will be provided with effective and measureable search engine results through Google Adwords This campaign will achieve the objectives to increase website traffic and to gain new visitors and customers
  • 8. MOBILE MARKETING A mobile app that provides discounts, contests, and product/trend updates will be beneficial to creating interest and awareness among the target audience Majority of the target audience hasSmartphonesor tablets Mobile app will increase amount of product purchases and site visits
  • 9. MEASUREMENT Google Analytics: track keyword searches, ad clicks, website traffic, social media interactions, and consumer information Campaign reach will be measured by the number of contest applicants and the amount of discount coupon redemptions Social media campaign awareness and effectiveness will be measured by comparing pre-and post-campaign social media statistics Evaluate the change in online sales
  • 10. BUDGET & TIMELINE The marketing budget was determined from last year, 2011, advertising budget and an analysis of NET-A-PORTER’s SEO value, keyword and ad value, and social media mentions. Category Name Budget Social Media Twitter $20,000 The campaign will run for duration Social Media Facebook $30,000 of 12-months. The budget will be Social Media Pinterest $10,000 allocated to the specific market Google AdWords $ 60,000 categories accordingly and will Mobile Marketing Mobile app $30,000 change per month due to seasonal Website $85,000 trends, holidays, etc. Email Marketing $60,000 Total: $400,000 The months that will receive the highest budget allocation are as follows: January, February, March, May, and June Months with medium amount of budget: April and July