Burberry aims to widen its target audience and promote additional product lines beyond trench coats through a $190 million annual digital marketing budget allocated across SEO, PPC, social media, email, mobile and content marketing. The strategy seeks to increase sales by targeting a more diverse audience with Burberry's full range of heritage, scarves, fragrances, bags, makeup and accessories available both online and through a new mobile app and increased social media and digital advertising presence.

1. - Digital Strategy
Tithi Parikh

2. Widen the target audience
Promote other Burberry products

3. Current Target Audience
Heritage Product – Trench Coats

4. New Target Audience
scarves, fragrances, bags, makeup, accessories

5. Sales increase
Diverse target audience

6. product range – store locater - purchase
Mobile Application

7. Facebook page
Twitter – Google AdWords

8. Pinterest
Instagram

9. Digital Marketing Budget
$16 m/month
SEO
$3.2 m/month
PPC
$4.7 m/month
Social Media
$4.7 m/month
Email
$0.8 m/month
Mobile
$1.6 m/month
Content
$0.8 m/month
Digital Marketing Budget
$190 million/year

10. At the end…
Trench Coat all the way? – Nope!