Digital Marketing presentation, City University London, - Fashion

1. INDIGO JEWELS
unique stones

2. Indigo Jewels - INDEX
Who we
are
Where
we want
to be
How to
get there

3. Background
Online Background:
• Static site with company and product information
• Low engagement, visits, and queries
• Bad SEO (pag 9/jewels), no social media or mobile site
• Not profitable online business

4. Indigo Jewels
Background
About
• Premier environmentally friendly fine jewellery collection
• It’s one-of-a-kind pieces, avant-garde style and unique
materials, including fossilized walrus ivory and fossilized
dinosaur bone, and is committed to partnering with artisans
around the world to support traditional craftsmanship.
• Indigo uses environmentally responsible procedures to
source all of its materials, and uses 18 carat recycled gold
and platinum, conflict and devastation free precious stones,
diamonds and fossils, which are gathered with no mining
involved. Indigo is a member of the No Dirty Gold campaign
and a supporter of the Too Precious to Wear campaign.

5. Situation Analysis Product
§Brand Perception:
• Specialist: handmade, traditional manufacturing.
• Unique design: each piece is different.
• Quality: high quality, Semi precious stones.
§Advantage:
• Fairly traded.
• EcoFriendly: natural materials.

6. Customer Profile
Meet Alicia
• Age: 48 this December
• Workaholic& mother of 2 (boy 10, girl 7)
• Loves her new ipad (browses for jewelry all the
time)
• Lives and goes for shopping in South West
London
• Loves travelling
• Favorite jewelry: green stone rings and earrings

7. Alicia’s world

8. Situation Analysis - SWOT
5 years old domain Duplication page titles
Industry experts Some metadata issues
Lots of textual content
New social media channel Highly competitive niche
New alliance and New competitors trying to
collaboration copy our business model

9. Objectives 2015
Increase Brand Awareness and Sales
NOW END 2015 ACTIVATION
SELL 0% 3% turnover
E-Shop and mobile
site
SERVE Static Information
Brand
Engagement
Content
SIZZLE
# visit
10k ppl/m 30k ppl/m
Blog, New
Collections
SPEAK No interaction 52 Ambassadors
+3k fans/+1.5k followers
Social Media
SAVE $12000 loss/year 1% profit/year Analytics

10. Digital Strategy
Consumer Funnel
- SEO AdWords
- Bloggers
- Social Media
LOYALTY
PURCHASE
CONSIDERATION
AWARENESS
- Website > (Content, Blog, News)
- Mobile Site (Andriod & iOS)
- Social Media Management
- eShop
- Ambassadors (KOL, Apps)

11. Tactics
Website
Content:
About Us: Talk about the brand and its USP using words which are easily picked up by
Google
Collection: Page for customers to browse through the section
Shop: Ecommerce section where visitors can buy the product
Contact us: Along with email id google maps embedded to direct customers to store
locations
Media: Clippings from media outlets where the brand is mentioned to build trust
Social Media Widgets: Links to direct people to Indigo Jewellery’s social media pages
Oxfam Partnerships

12. Content 2
Blogs
• Articles on fashion trends
• Guest bloggers
• Designers Blog
• Updating Twice a week

13. Content 3 Newsletter
Monthly Newsletters:
• New Collections
• Events
• Sales/offers
• News/Company Info

14. Indigo Website (Home)

15. Indigo Website (About)

16. OPPORTUNITY
Presence
mCommerce
EXPERT
Product photo recognition
Fairly Traded Jewels by Oxfam & Indigo
ENTERTAINING
Content
App, Design your unique jewel
PERSONAL
Targeted SMS campaigns - New Collections & Events (VD, Bday, Xmas)
Tactics
Mobile
Source: eMarketer, September 2013

17. Tactics
SEO
Source: Ewan Leranc for Info CC, 2014

18. OnPageSEO
•TITLES
•TAGGING
•IMAGE SEO
•KEYWORD DENSITY
•INTERNAL LINKING
•SHAREBLE
CONTENT
ExternalLinks
•BLOGGING
•SEARCH ENGINE
SUBMISSION
•SOCIAL
BOOKMARKING
•SOCIAL SHOPPING
NETWORK
SocialMedia
•PHOTO AND VIDEO
SHARING
•PRESENCE IN
SOCIAL NETWORKS
•SOCIAL MEDIA
MANAGEMENT
Tactics
SEO

19. Tactics
Social Media
• How are we going to communicate with users
• What’s the objective or reason to be in each social media
• How to keep them active and collaborative

20. Social Media Strategy
• Facebook
• Twitter
• Pinterest
• Instagram
• Youtube

21. Facebook
• Increase fans and drive traffic to
the website
• Fashion tip of the day
• Special promotions for fb (ie
competitions, the most popular
collections)
• Create content and special
promotions
• Geomarketing through display
ads to targeted audience

22. Twitter
• Tweet a day
• Keep TW in the loop of website
changes
• Follow leaders
• Invite follower
• Prize for the person with most
RT

23. Pinterest
• Increase visibility to our
products
• Product/collection
segmentation hyperlinking the
images

24. Instagram
• Inactivate the followers to
create hashtags/Photos
• Exclusive competitions

25. Youtube
• Educational videos
• PR videos, designers interview,
events
• Indigo Foundation videos,
indigo making a unique change
• Small video ad (30sec)

26. Tactics
e-Shop
Paying methods:
Paypal & credit cards

27. Tactics
Ambassadors (KOL)
Oxfam Partnership – Trustful partner
• Indigo is and Fair Trade Award Company by Oxfam International
Designers & Fashion Gurus – Attract targeted audiences
• Promoting other people work via blog and Social Media
• Partnerships with fashion schools
• Sponsoring events (Fashion Weeks)
Current Customers – Word of Mouth
• VIP Treatment special events/news
• Gift every time they reach certain amount of influence
IDENTIFY INFLUENCE RECOMPENSATE

28. Control - Analytics
3 Weekly reports to measure KPI’s
Traffic Source Analysis Shopper Behaviour AnalysisNavigation Analysis
Where do they come from? How much they spend?What they do?

29. Actions
Who does what and when
Head of
Digital
Content
Manager
Bloggers
Agency
(Development)
Community
Manager
Digital Strategy
Executive

30. Be unique
be
Indigo Digital Team:
Laura
Natalia
Rossy
Zoha
Pedro