Digital Marketing - Jewelry Industry
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This document discusses digital strategies for jewelry brands. It analyzes Tiffany & Co., Blue Nile, and Catbird in terms of their social media presence, customer profiles, value propositions, and recommendations. The key takeaways are that Tiffany & Co. excels at community, social engagement, and emotional connection. Blue Nile focuses on education and value. Catbird targets niche markets through influencers and social media. Recommendations include storytelling, responsive design, leveraging emotion, and engaging emerging consumers. The three secrets to digital success are creating relevant content, using digital tools, and staying true to brand identity.
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Digital Marketing - Jewelry Industry
- 1. Jewelry Hsin-Chung (Alisha) Chang Zhi (Kina) Li Anubhuti Oak Nishita Tamuly Chenhui (James) Zheng
- 2. Agenda Introduction Digital Efforts Brand Story Customer Profile Social Media Value Proposition Fascination Triggers Strengths/Weaknesses UI/UX Key Takeaways Recommendations 3 Secrets to Digital Success
- 3. Introduction
- 4. James is looking for a prom date!
- 5. Can you tell me about your story?
- 6. Brand Story ”We work hard to simplify the buying process, empower and educate our customers and, ultimately help them make a purchase they will cherish for a lifetime.”
- 7. Who do you hang out with?
- 9. What do you do when you socialize?
- 10. Social Media
- 11. What do you do when you socialize?
- 12. Value Proposition Top 10 Diamond Buying Tips
- 13. What about you might fascinate me?
- 15. Why should I take you to the prom?
- 19. How do I get you know you more?
- 20. UI/UX
- 21. So who should I take to the prom?
- 22. Who is who? Know-It-All Pioneer Social ArtistAspirational Diva
- 23. Key Takeaways Blue Nile Education Core for content marketing Clear value proposition Best value for money Unconventional target Men Catbird Segmentation Niche market Strong social media presence Influencers on Instagram Blog Beyond the product offerings Tiffany & Co. Strong community Social engagement Great content Emotional connection Seamless UX Tools to create value consistently
- 24. Recommendations Catbird Story Telling Responsive UX design Adopt latest technology Blue Nile Leverage emotional stories Extend CLV Increase instagram presence Tiffany & Co. Personalized email marketing Cater to emerging consumers (millennials) Build user-generated content
- 25. 3 Secrets To Digital Success In Jewelry Industry Create relevant content to engage in conversations Don’t be afraid to use digital tools Stay true to who you are but explore new market segments
- 26. Thank You! Q&A
- 27. APPENDIX
- 28. Followers On Social Media Platforms Tiffany & Co. Blue Nile Catbird Facebook (Likes) 7.6 MM 1.2 MM 23 K Twitter 1.29 MM 13.7 K 10.6 K Instagram 2.2 MM 29.4 K 131 K Pinterest 92.1 K 82.9 K 39.5 K
Editor's Notes
- Nishita
- Catbird Find your unique dream wedding rings. Provide various jewelry styles
- Innovation - Creative, Visionary, Entrepreneurship Passion - Expressive, intuitive, engaging Trust - stable, dependable, familiar Prestige - Ambitious, results oriented, respected
- James: So it looks like you are all about the brain, do you think sometimes you could lead from your heart?
- Catbird I’m always the coolest girl. Who interacts with me always says that I’m so friendly! With the artsy personality, I usually share a lot of nice picture on my social media, especially on my Instagram. I know how to use creative, life-styled and feminine pictures to get people’s attention! James: Yeah, I did. The photos were pretty cool. But you sounded like a salesperson in your emails. And seems like you are not tech-savvy.
- James: Orh.. you seem to be all about the dream wedding. I would love to become friends with you first.I haven’t really heard from you via email btw. Is it become you only write to your circle of close friends?
- Catbird I’m always the coolest girl. Who interacts with me always says that I’m so friendly! With the artsy personality, I usually share a lot of nice picture on my social media, especially on my Instagram. I know how to use creative, life-styled and feminine pictures to get people’s attention!
- mention largest to smallest industry with reference to the brand Customer centric