I spent the last few months analyzing and familiarizing myself with Burberry's digital marketing strategy and have recommended ways they can improve.

1. BURBERRY: DIGITAL
STRATEGY
Madison A. Lannon

2. OUR IMAGE
Since 1856, Burberry has been a leading competitor in luxury, British outerwear.

3. TARGET AUDIENCE
Burberry’s target audience is
currently successful, middle
aged business men and
women who appreciate
luxurious products.
To expand the brand’s
following, Burberry should
begin targeting younger
individuals using social media
marketing, while maintaining
its classic, simple aesthetic.

4. BUDGET
Since 2011, Burberry has devoted 60% of its marketing
budget to digital advertising.
The stress Burberry has put on digital marketing has
increased it social media following by more than 10x in
the last six years.
I propose to continue to spend 60% of the budget on
digital marketing. We will use this portion of the budget to
market more effectively using analytical data.

5. SOCIAL MEDIA
Recommendations:
Facebook
Continue allowing customers to chat with brand
representatives.
Make content on all social media more cohesive.
Twitter
Although Burberry receives a large following, this
platform does not deliver the brand’s content as
well as others. Focus attention more on Instagram
and Facebook.
Instagram
Continue to post consistently.
Account needs to remain cohesive and aesthetically
pleasing.

6. WEBSITE
Recommendations:
Keep clean, simple layout.
Improve Search Engine
Optimization.
To measure audience
participation, track the amount
of users who make it to the
checkout page. Also, track
audience demographics to
improve content on website.

7. ONLINE ADVERTISING
Display Advertising
Place advertisements on high-end retail sites such as: Neiman Marcus, Barney’s,
Bloomingdales.
Social Media Advertising
Place ads on Instagram. This social media platform receives the most positive response
from the audience.
Analytics
Measure demographic and use data to create more cohesive content on social media
and website.
Analyze the number of individuals who explore website, but fail to make it to the checkout
page. This data can be used to improve content on Burberry’s website as well as the
site’s efficiency.

8. INBOUND MARKETING
Audience Persona
Maintain the classic image, but begin reaching
out to a younger audience. To do this,
Burberry should begin partnering with bloggers
and other social media influencers to promote
the brand.
Content Offers
Using influencers and offering their audiences
discounts and other promotions will help gain
a following from this demographic.
Email Marketing
Burberry should begin sending emails to loyal
customers at the beginning of each season
with a description of the new products as well
as any current promotions.

9. MOBILE APP
Recommendations:
Using still shots instead of
videos on the home page
will remove the
overwhelming feel of the
mobile app.
Make the mobile app more
coherent with Burberry’s
website; make it simpler.

10. REFERENCES
http://1.bp.blogspot.com/-
KOcdABbrBao/URDQ5ALEj5I/AAAAAAAAAAk/iqKI1VU77v
4/s1600/burberry-logo-wallpaper.png
https://us.burberry.com
https://www.marketingweek.com/2012/02/15/case-study-
burberry/