Ikea is a Swedish furniture retailer founded in 1943 that operates 360 stores across 47 countries. As of 2015, Ikea achieved $37.4 billion in annual sales with 11,000 employees worldwide, making it one of the most valuable global corporations. Ikea is known for its affordable yet high quality modern furniture and its flat-pack assembly model that allows for low-cost transportation. The company utilizes various digital marketing strategies across social media platforms and its website to promote brand awareness and drive sales.

2.  Furnishings retail company
 Founded in Sweden in 1943
 Operating 360 stores in 47
countries.
 According to Forbes, as of May 2015, Ikea achieved sales of
$37.4 billion and has 11,000 employees worldwide.
 Ikea is unquestionable to be one of the world’s most valued
corporation.
http://www.forbes.com/forbes/welcome/

3.  Not limited to middle class customers worldwide.
 Some Ikea stores even have "Småland” Playrooms.
 All major social media platforms:
 Online research  digital marketing is growing exponentially.
 90% consumer who call you are most likely ready to buy.
 Have to understand buyer personas.
 Inbound marketing delivers 54% more leads than outbound marketing.
 Relevant emails drive 18 times more revenue than broadcast emails.
 Targeted email is different from spam.
http://www.hubspot.com/inbound-marketing

4.  “Affordable and high Quality.”
 Brand cultural: simple, clear
and straightforward.
 Known for its contemporary
yet affordable furniture.
 Unique selling proposition
(USP): price advantage in
which the flat pack furniture is
economical and easy to
transport.
http://www.josephyiptong.com/2008/11/14/communication-the-10-cs/

5.  Uses all assessable platforms  support its brand image.
 Create useful content that viewers are willing to share.
 Facebook: 1st among its social media platforms, as nearly three quarters of Americans
adults use the site.
 Instagram: great for retailers such as Ikea, who rely heavily on images.
 Articles with images receive 94 percent more views.
 Twitter: target customers base on gender, interest and location.
 LinkedIn: attract further employees.
 To keep track:
Follows & Likes: Facebook, Instagram, & Twitter.
Shares, Follows & Subscription: Pinterest & YouTube.
Follows, Engagement, Conversation & Shares: LinkedIn
https://twitter.com/davidcohen007

6.  Website clearly divided into several sub-
categories.
 Display sliding advertisement such as
promotions, discounts and customer
relations.
 Ikea’s website exists for: promoting sales,
awareness, product distribution, public
relation, education, customer service,
recruitment, etc.
http://www.ikea.com/ms/en_JP/customer_service/faq/help/about_ikea/ikea_catalogue.html
 As of 2015: > 3 billion internet users; ~ 25.9% use English. Ikea’s websites support
17 language for 28 countries.
 Ikea’s websites still follow standard website conventions. Ikea websites working on a
variety of devices.

7.  A successful search engine marketing  focus on keywords that will lead
people right into the products website.
 Selecting the right keywords.
 The key phrases and “ad groups” that should be considered:
“where to buy furniture”
“home decoration”
“cheap and good quality furniture” etc.
 Long tail keywords are especially important for retailers such as Ikea.
Marketers learned that long tail keywords catch people later in the buying
cycle, while that of Ikea is very effective.
 KPIs for Ikea website measure three main categories:
Browsing rate
Usability
Sales turnover
http://blog.htc.ca/2013/09/03/web-design-conventions/

8.  “IKEA Store” available in Apple’s App Store.
 The originally setting of the display fit perfectly within the screen
without any size distortion. User do have the option to enlarge
and zoom into the content.
 Upper half of the homepage: Products, Find a store and Log in.
Lower half of the homepage, other customer options: Services,
Gift Card, Jobs, etc.
 For user convenience, “Go to top” button is also available.
 Ikea also geared towards giving customers the same user
experience using mobile site and websites.

9.  Ikea typically spends close to 70% of its marketing budget on content
creation.
 Every year, IKEA publishes 208 million furniture catalogs in 62
different variations across 43 countries.
 Based on the pass results we believe that Ikea should maintain a similar
annual marketing budget of $25 million.
Within, ~ $17 million  digital marketing.
http://www.wsj.com/articles/SB10000872396390444508504577595414031195148

10.  Slide2:
http://www.forbes.com/forbes/welcome/
 Slide3:
http://www.hubspot.com/inbound-marketing
 Slide4:
http://www.josephyiptong.com/2008/11/14/communication-the-10-cs/
 Slide5:
https://twitter.com/davidcohen007
 Slide6:
http://www.ikea.com/ms/en_JP/customer_service/faq/help/about_ikea/ikea_catalogue.h
tml
 Slide7:
http://blog.htc.ca/2013/09/03/web-design-conventions/
 Slide9:
http://www.wsj.com/articles/SB10000872396390444508504577595414031195148
http://www.theaustralian.com.au/business/media/ikea-launches-5m-makeover-
campaign/story-fna12mff-1226719929345
-The End-
Thank You!