Ikea's digital strategy aims to improve their website, social media presence, and marketing. The presentation recommends optimizing the website for mobile users and expanding keyword searches beyond just Ikea terms. It also suggests using social platforms like Facebook, Instagram, and blogs more effectively by posting pictures, videos, and helpful content. Developing personas and an email marketing plan can help Ikea better engage customers and measure metrics like website traffic and user engagement on posts.

1. Digital Strategy for Ikea
Presenter: Xuebin Wu

2. Background of Ikea
Famous home furnishing retailer, proving home furnishing, kitchens,
appliances, sofas, beds, mattresses.
The unique selling proposition of Ikea is low price, and good quality
and quantitative of products, as a world’s top furniture retailers,
Ikea own 267 stores in 25 countries, the great range of products
provide costumers’ great service
Target audience: young people using the internet to keep abreast of
the newest offers and for online shopping, most of whom are
female users from the USA

3. Website design improvement
Improve the offical website design, for example: classical
“About Us” is replaced with “This is IKEA” forcing the
visitors to think what to click and losing their attention.
Improve the functionality of mobile variant, the bottomed
navigation menu is substituted with links to App catalogs.

4. Website design improvement
Expand the key words on the popular search engine, like
Google or Youtube, it’s shouldn’t be only the keywords
combinations beginning with Ikea, such as ‘ikea living’ or
‘ikea USA’, it can be more general combinations such as
‘living rooms’ or ‘furniture design’ etc.

5. Improve social media use
Facebook: Ikea should put more model house pictures or
videos to attract social media users
Instagram: make a good use of hatch tag, for example,#living
rooms or #kitchen etc
Blog post: efficient method in the inbound marketing, posting
some good blogs on the social media or website can
attract more consumers

6. Mobile website design improvement
Add more pictures and more model collocation for each
product on the mobile website.
build the best selling products section on its mobile
website.
build the best selling products section on its mobile
website

7. Inbound marketing build
Blog post: Very efficient to get in touch with potential
audiences, attract new customers. For example: “How to
create an amazing college life.”
Video build: to demonstrate what Ikea can give to
their buyers, the value of buying Ikea products,
and what can attract customers choose Ikea, but
not another brand.

8. Audience persona
Build audience persona helped to deliver content
that will be most relevant and useful to the target
audience.

9. E-mail marketing
Provide more information through e-mail, and get
more close relationship with consumers.
first send an email just tell customers how useful and
good your furniture is;after a short period, send
an email about the activities or incoming activities,
and then you could send an e-mail to ask for
purchase

10. Metrics
Check the numbers, measure the quantity of post reading.
On the social media and blog posts, check quantity of the
‘likes’, comments, and saves
For the website, emphasize on the number of visitors per
day and the average time they spend on the website