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MICHAEL KORS Digital Strategy

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Digital Strategy Final Presentation

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MICHAEL KORS Digital Strategy

  1. 1. Elizabeth Johnson
  2. 2. Goals  Increase year round sales by 50%  Generate traffic flow to Michael Kors website  Increase brand awareness
  3. 3.  Inbound Marketing:  Social Media  Blog  Google AdWords  12 month campaign Digital Strategy Overview
  4. 4. Target Market  Men and Women ages 25-54  Upper- middle class  Fashion forward, look for luxury and quality
  5. 5. Budget  $20M for 12 months of advertising  $21,900/day Inbound Marketing  $32,800/day Google Adwords  This totals $19,965,500 with $34,500 for extra promotion or room to grow
  6. 6. Inbound Marketing: Blog  Educate consumers on the brand  Includes links to social media sites  Promotional giveaways  Attract new visitors to the website  Use SEO to optimize posts  Goal : Top of search page
  7. 7. Inbound Marketing: Social Media  Build a relationship with consumers and brand  Facebook, Twitter, Instagram  Increase engagement  Gain feedback  Interact with followers
  8. 8. Google AdWords Daily Budget $32,800 will generate 15K+ clicks & 1000K+ impressions
  9. 9. Metrics: KPI  Measure bi-monthly for 12 months  Adjust spending according to progress to optimize client’s budget  Sales:  2013: $2.18B  2014 currently: $3.31B  Goal after 12 months: $6.62B
  10. 10. Conclusion  12 months  Budget $20M  Goals:  Increase sales 50%  Increase brand awareness  Increase traffic on web site  Digital Strategy: Inbound Marketing and Google Adwords

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