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.

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