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CHOW TAI FOOK
DIGITAL MARKETING STRATEGY
KEY MESSAGE
•Precious jewelry pieces
•Outstanding quality
•Product can last from
generation to
generation
TARGET AUDIENCES
Who CTF currently targets:
• The high-income class especially women who
are successful in their career.
•...
TARGET AUDIENCES
(RECOMMENDED)
Who CTF should also target :
• Men pursuing career or a
quality life
• Successful men
THE BIG IDEA
• In order to reach more target audiences
especially in the US market, digital marketing
need to be focused o...
STRATEGIES AND
RECOMMENDATIONS
• Social Media
In addition to the social media
platforms that CTF actively performs,
they s...
STRATEGIES AND
RECOMMENDATIONS
• Mobile App
- Available download for both iPhone and
Android
- Three individual apps for j...
STRATEGIES AND
RECOMMENDATIONS
• SEM
- Keywords: "fine jewelry", "Hong Kong jeweler",
"jewelry from Hong Kong”, etc.
- Lan...
BUDGET
• Social media: followers on
Instagram/Pinterest,
numbers of like, numbers
of mention and numbers of
hashtag.
• Mob...
SUMMARY
• The brand is successful with a large customer base internationally.
• It will not be hard to grow the US market....
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Final Digital Strategic Plan for Chow Tai Fook

This is the digital marketing strategy for Chow Tai Fook. It is the brand selected for study throughout the semester.

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Final Digital Strategic Plan for Chow Tai Fook

  1. 1. CHOW TAI FOOK DIGITAL MARKETING STRATEGY
  2. 2. KEY MESSAGE •Precious jewelry pieces •Outstanding quality •Product can last from generation to generation
  3. 3. TARGET AUDIENCES Who CTF currently targets: • The high-income class especially women who are successful in their career. • Couples in stable relationship or ready to get engaged/married. • Middle-class people
  4. 4. TARGET AUDIENCES (RECOMMENDED) Who CTF should also target : • Men pursuing career or a quality life • Successful men
  5. 5. THE BIG IDEA • In order to reach more target audiences especially in the US market, digital marketing need to be focused on strategies - to utilize the social media - to improve the effectiveness of their mobile app - to optimize Search Engine Marketing.
  6. 6. STRATEGIES AND RECOMMENDATIONS • Social Media In addition to the social media platforms that CTF actively performs, they should also get on Instagram and Pinterest. -Use photos and videos to advertise. -Coupon award via email if CTF gets mentioned(@) on Instagram.
  7. 7. STRATEGIES AND RECOMMENDATIONS • Mobile App - Available download for both iPhone and Android - Three individual apps for jewelry, wedding collections and watches collections (hard to offer full service as one app) - Recommendations: MERGE the three apps together as one app
  8. 8. STRATEGIES AND RECOMMENDATIONS • SEM - Keywords: "fine jewelry", "Hong Kong jeweler", "jewelry from Hong Kong”, etc. - Landing page - E.g.: ad page >>> if click >>> landing page >>> keyword links on the page Keyword links: "CTF Home", "CTF eShop", "CTF Collections" and "Sale"
  9. 9. BUDGET • Social media: followers on Instagram/Pinterest, numbers of like, numbers of mention and numbers of hashtag. • Mobile app: numbers of download, ranking on Apple App Store, related comments on their Facebook page. • SEM/Landing Page: CPC KPIS • Instagram - $0 • Pinterest - $0 • SEM – up to $5 every time a user clicks on CTF’s ad.
  10. 10. SUMMARY • The brand is successful with a large customer base internationally. • It will not be hard to grow the US market. • Its key message delivered tells customers the true value of the brand It is not just about the products, but also it is about the culture of the brand: sincerity and eternity.

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