Adv gap digital marketing strategy pdf

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NMDL Digital Strategy for Gap Inc

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Adv gap digital marketing strategy pdf

  1. 1. DIGITAL MARKETING STRATEGY Kenneth WalkerMonday, April 1, 13
  2. 2. BRIDGING THE GAP... .. to the Digital Divide for Better BusinessMonday, April 1, 13
  3. 3. Return to company’s ROOTS! - Go DIGITAL. Going Digital... Carefully Constructed Advertising: - Consumer Engagement - Promote IndividualityMonday, April 1, 13
  4. 4. Re-Brand as ONE. - Separate Entities Market all in UNISON.Monday, April 1, 13
  5. 5. SOCIAL MEDIAMonday, April 1, 13
  6. 6. Target Audience < 18 18-24 *25-34 35-44 45-54 55-65 Ages 18-24 & 25-34 5% 11% 10% 14% Variety Influence Shop on Gap.com 26% 34%Monday, April 1, 13
  7. 7. Mobile Strategy - Multiple Apps - Universal app : Gap Inc. - All brands as ONE. - Mobile-optimized Email campaign - In-Store activityMonday, April 1, 13
  8. 8. Internet Marketing Assessment tool Google Adwords Built sense of community.Monday, April 1, 13
  9. 9. Budget Marketing Spending Annual Sales 400 300 High Marketing Spending = Higher $ales! 200 $54.5 million 100 0 2012 2011 2010 2009Monday, April 1, 13
  10. 10. Monday, April 1, 13

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