@Stephanie_4Ps & @Lauren_4Ps#FashionDinner
HelloStephanie Villegas-RossDigital Strategist@Stephanie_4PsLauren LuxenbergDigital Communications Manager@Lauren_4Ps
Our Clients / Experience
AgendaOBJECTIVE: Why it’s important to invest in digitalWhat’s happening in the market?Is your brand ZMOT friendly?What...
Technology
Universal Analytics
Universal Analytics• New Tracking code• New Measurement protocol• User behaviour not visits• Cross platforms & devices• Tr...
Are Fashion Brands ZMOT Friendly?Do they need to be?
Mobile
Why Mobile?• 79% of smart phone and tablet owners use devices for shopping• 73% use smart phones users, use their device f...
Everywhere CommerceEverywhere-CommerceMeetEngageInteract
M. vs RWD Better SEO Easier SEO Seamless UX Link Sharing“Google recommends webmasters followthe industry best practice...
Social
Social – Why Important?• Google content• Direct engagement• Control brand messaging• Creating efficient buzz• G+ helping S...
Social Winners
Social following over the past year
Where are customers talking?March 2012 – March 2013 Online Mentions
Michael Kors Social GrowthAmanda Seyfreid inMichael KorsNYFW/Daily Mail2x Facebook and Twitter fans:From 3M to 6M10x more ...
Michael Kors - Why the growth?4. Ahead of the curve for mobile1. Facebook exclusives 2. Multi-faceted social campaigns:#Fa...
Mulberry - Why the growth?1. What a difference a season makes. 2. Mulberry News, no @s not RTs3. Product Exclusives & off ...
Social – 3 social trends shaping Fashion3. Social entertainment1. Crowdsourcing and Curation2. Fashion Week is accessiblea...
How does that affect otherchannels?
17changes–searchquality‘Venice’update50SearchQualityChangesKnowledgeGraph39Changes(linkscheme,GoogleNews)86ChangesLinkWarn...
Google LOVES BrandsFilter Bubbles Social & Author Rank Classic RelevancyAnchor TextDomain namesLink DiversityCTR from SERP...
But not just your brand
What % of searches do theyget?Search Terms driving traffic to Givenchy.com:
What about another brand?Search Terms driving traffic to MichaelKors.com:
What % of searches do theyget?Search Terms driving traffic to Mulberry.com:
What are they doingdifferently?
A search for “[brand] bags”Bags URLHomepageHomepage
From Basics to Backlinks
Why?The Google WarningDe-Indexation
Summary of Google changes
So what now?
Content through Digital PR
Content is Two-SidedSeasonal TrendsCommercial PrioritiesBrand PositioningExposureIndustry TrendsAudience InterestsJournali...
How does it work?• Strong, bespoke relationships (think PR)–Email is so 2012• Co-creating content• Creativity• Quality > Q...
Bring people together
Be Remarkable
In SummaryFashion brands are incredibly innovativebut lose out when they forget the basics.
Any Questions?@4PsMarketing #FashionDinner@Stephanie_4Ps & @Lauren_4Ps
4Ps Marketing Fashion Dinner 2013
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4Ps Marketing Fashion Dinner 2013

  1. 1. @Stephanie_4Ps & @Lauren_4Ps#FashionDinner
  2. 2. HelloStephanie Villegas-RossDigital Strategist@Stephanie_4PsLauren LuxenbergDigital Communications Manager@Lauren_4Ps
  3. 3. Our Clients / Experience
  4. 4. AgendaOBJECTIVE: Why it’s important to invest in digitalWhat’s happening in the market?Is your brand ZMOT friendly?What can you do in 2013?
  5. 5. Technology
  6. 6. Universal Analytics
  7. 7. Universal Analytics• New Tracking code• New Measurement protocol• User behaviour not visits• Cross platforms & devices• Track online & offline customers• Email list
  8. 8. Are Fashion Brands ZMOT Friendly?Do they need to be?
  9. 9. Mobile
  10. 10. Why Mobile?• 79% of smart phone and tablet owners use devices for shopping• 73% use smart phones users, use their device for store location• Mobile shopping queries are 2x more likely to be in store• 79% of mobile users, use their phone for product reviews• Fashion accounts for around 83% of 18-35yr men’s online spend.• One in two men aged 18-35 have a shopping app installed on theirphone .• PC sales declined 14% in Q1 of 2013
  11. 11. Everywhere CommerceEverywhere-CommerceMeetEngageInteract
  12. 12. M. vs RWD Better SEO Easier SEO Seamless UX Link Sharing“Google recommends webmasters followthe industry best practice of usingresponsive web design”
  13. 13. Social
  14. 14. Social – Why Important?• Google content• Direct engagement• Control brand messaging• Creating efficient buzz• G+ helping SEO & advertising• More SEO weighting – Page Rank
  15. 15. Social Winners
  16. 16. Social following over the past year
  17. 17. Where are customers talking?March 2012 – March 2013 Online Mentions
  18. 18. Michael Kors Social GrowthAmanda Seyfreid inMichael KorsNYFW/Daily Mail2x Facebook and Twitter fans:From 3M to 6M10x more monthly online mentions:From 3K to 33K
  19. 19. Michael Kors - Why the growth?4. Ahead of the curve for mobile1. Facebook exclusives 2. Multi-faceted social campaigns:#FallingInLoveWith – 3000followers/day3. They go where their fans are:#MKTimeless – 50% Instagram growth
  20. 20. Mulberry - Why the growth?1. What a difference a season makes. 2. Mulberry News, no @s not RTs3. Product Exclusives & off runway looksLondon Fashion Week Profit warning4. Continual & accelerating growthfor 6 months across platforms.+8% increase in the last year
  21. 21. Social – 3 social trends shaping Fashion3. Social entertainment1. Crowdsourcing and Curation2. Fashion Week is accessibleand commercial
  22. 22. How does that affect otherchannels?
  23. 23. 17changes–searchquality‘Venice’update50SearchQualityChangesKnowledgeGraph39Changes(linkscheme,GoogleNews)86ChangesLinkWarningsCopyrightViolations7ResultSERPs65Changes(imagequality,mobile&internationalization)ExactMatchDomainUpdateSERPLayoutChangesKnowledgeGrapGoogle Changes TimelineSearch+YourWorldAdsAbovethefold
  24. 24. Google LOVES BrandsFilter Bubbles Social & Author Rank Classic RelevancyAnchor TextDomain namesLink DiversityCTR from SERPsSocial ProfilesLocal ResultsGoogle AdsBrand classifier
  25. 25. But not just your brand
  26. 26. What % of searches do theyget?Search Terms driving traffic to Givenchy.com:
  27. 27. What about another brand?Search Terms driving traffic to MichaelKors.com:
  28. 28. What % of searches do theyget?Search Terms driving traffic to Mulberry.com:
  29. 29. What are they doingdifferently?
  30. 30. A search for “[brand] bags”Bags URLHomepageHomepage
  31. 31. From Basics to Backlinks
  32. 32. Why?The Google WarningDe-Indexation
  33. 33. Summary of Google changes
  34. 34. So what now?
  35. 35. Content through Digital PR
  36. 36. Content is Two-SidedSeasonal TrendsCommercial PrioritiesBrand PositioningExposureIndustry TrendsAudience InterestsJournalist Interests
  37. 37. How does it work?• Strong, bespoke relationships (think PR)–Email is so 2012• Co-creating content• Creativity• Quality > Quantity• Focus• PR with an ROI
  38. 38. Bring people together
  39. 39. Be Remarkable
  40. 40. In SummaryFashion brands are incredibly innovativebut lose out when they forget the basics.
  41. 41. Any Questions?@4PsMarketing #FashionDinner@Stephanie_4Ps & @Lauren_4Ps

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