This document discusses digital marketing strategies for jewelry. It outlines key purchase trigger moments for shoppers and provides examples of digital ads on Facebook. It then discusses a digital plan of action including social media ads, display ads, native ads, and contextual ads. The document proposes a digital media strategy focused on building awareness, connecting with customers, and engaging users. It provides examples of different digital ad types and outlines a content scheduling plan across channels like Facebook, Twitter, YouTube and blogs. Success will be measured using analytics from these platforms.

1. PURCHASE TRIGGER MOMENTS

2. How Shoppers Get Inspiration
User Micro Moments:
• I-NEED-SOME-IDEAS
• WHICH - ONE’S – BEST – MOMENT
• I-WANT-TO-BUY-MOMENT
• I-WANT-TO-KNOW-MOMENTS

3. DIGITAL AD SAMPLES

4. Digital Ad Samples:
Facebook Post:
A Princess’s hand need to be graced with elegance
and sophistication. A ring that speaks its value.

5. Digital Ad Samples:
Facebook Post:
Unique and Chic describes this ring.
Traditional touch enhances its beauty on one who
carry elegance and values hand in hand.

6. Digital Ad Samples:
Facebook Posts:
Evoke your inner princess with this elegant ring. It is
specifically designed to grace you with a touch of royalty.

7. Digital Ad Samples:
Facebook Posts:
Red crystal catches eyes like no other. Inspired by vintage
jewellery it gives your over all look a traditional touch.

8. DIGITAL PLAN OF ACTION

9. Digital Marketing Activations:
• Social Media Ads – Facebook, Instagram
• Google Display Network Ads – YouTube, Google
• Native Ads – Healthcare, Lifestyle, News, City Sections of the
Website
• Contextual Ads - Health – Loose/Gain weight, Tone/Shape
body
• WhatsApp – Dynamic Creatives: Gifs, Videos, Images
• eMailers to Brides and Grooms through Matrimonial Portals
• Website Revamping: Customer Acquisition, Retention,
Engagement

10. DIGITAL STRATEGY

11. Digital Media Strategy
• Build Awareness
• Generate awareness about brand, products & value ads
• Connect
• Showcase Silver/Crystal Jewelery importance
• Engage
• Involve users by sharing experiences

12. Digital | Inferences
• Users are internet savvy, use it for research, purchases,
recommendations
• Users researching and buying products through eComm
portals for their fashion products
• There are no single purchases on these category, it is
always clubbed with other products
• Digital footprints are increasing in this category

13. DIGITAL MEDIA STRATEGY

14. Digital Media Vehicles
AWARENESS
• Display Marketing
• Social Media –
Display and
Videos
• Video Marketing
ENGAGEMENT
• Google GDN
• Social Media –
Display and Videos
• Mobile Ad Network
• Retargeting
EDUCATION
• Native Ads
• Contextual Ads
• Social Media

15. Examples | Display Marketing

16. Examples | Social Media Ads

17. Examples | Video Ads

18. Examples | Mobile Ads

19. Example | Native Ads

20. Example |Contextual Ads

21. DIGITAL CONTENT SCHEDULING

22. Content Scheduling
Channels Content Scheduling Deliverables Periodicity
Facebook Between 1Pm to 4Pm Posts on:
1. Events/Occassions/Moments
2. Services
3. Management/Expert Talks
4. Testimonials
5. Trending Topics (Related)
6. Feel Good Stories
7. Corporate Social Responsibility
8. Work-Life Balance
Monthly
Twitter Between 4Pm to 5Pm
(Mid-Week & Weekend)
Key Topics from above pointers or Articles,
Infographics/Videos, Blogs
Monthly
YouTube Between 1Pm to 3Pm 2 Infographics/Videos/Ad Films Monthly
Blogs 5th and 25th of Every Month 1 Blog Monthly

23. Success Measurement
• Insights on Facebook, Twitter, LinkedIN – Likes, comments,
shares
• Google Analytics – Website, Blogs, Newsletters, Online PR
• YouTube – Subscribers, Views, Shares