Philips aims to improve people's lives through meaningful innovations. Their goal is to make consumers' lives more simple and healthy. They target both everyday consumers who value health and professionals. Philips utilizes various social media platforms to connect with consumers and advertises on their company pages. They have mobile apps and a website separated for consumers and professionals. Philips can optimize their marketing through search engine optimization and keywords to attract their target audiences. They monitor various metrics like website visits and clicks to analyze success and have a $300 million advertising budget, with 1/5 spent on social media.

1. Full Digital Strategy
Aubrey Minarik NMDL Fall 2015

2. Mission Statement
Improving people’s lives
through meaningful
innovations.

3. Big Idea
To impact people’s lives through
the innovations they create.
Their goal is to make their
consumers lives more simple
and more healthy.

4. Target Audience & Theme
Their target audience is split into two
groups, one that values their health and
well-being, everyday consumers. And
another that uses Philips products for
professional reasons.
Their theme can be simplified into their
slogan, Innovation & You.

5. Social Media
Philips utilizes Facebook, Twitter, Instagram,
Pinterest, YouTube, and LinkedIn to better
connect with their consumers.
They advertise most on these social media
outlets and usually through their own
company page on the site.

6. Mobile Strategy & Website
They have several mobile apps relating to their
different audiences and products. All keeping
with their theme of Innovation & You.
Their website is formatted to separate their two
audiences. They have two separate tabs for
their consumers and their professionals.

7. Internet Marketing
Philips can optimize their marketing
strategy by becoming Search
Engine Optimized. As well as using
keywords in their advertisements.
This will help them attract the target
audience they are looking for.

8. Metrics
Philips can use the following metrics to
analyze their progress and success.
• Keeping track of the number of visits their
site receives
• Monitoring the days of the week and time
of day the site is most active.
• Monitoring the number of clicks a certain
link or article may have on it.

9. Budget
Philips has a worldwide advertising budget
of around 300 million dollars.
Approximately 1/5 of that budget is spent on
their social media advertising.

10. Summary
Philips can use this digital strategy
to better their business and
therefore bettering the lives of the
consumers who use their products.