The document discusses American Apparel's deficiencies in inbound marketing, particularly its poor use of social media and lack of engaging content such as videos and blogs. It emphasizes the need for a mobile-friendly website, increased online traffic through better keyword use, and enhanced social media presence with varied content. Recommendations include hiring an online marketing strategist, conducting training, and implementing a new marketing approach to improve overall performance.

1. AMERICAN
APPAREL
X I AOJIE YA N G

2. INBOUND MARKETING
• It is the least addressed in digital marketing strategy.
• The company fails to make use of social media
• The company lacks bloggers
• There are no videos

3. INCREASING INBOUND
MARKETING
Employ bloggers Use more articles
Develop videos for
fashion tips
Feature prominent
social media
personalities
Create funny memes
with company
watermark

4. MOBILE WEBSITE
• Currently, the same interface is used for PC and mobile devices
• User experience on mobile devices is not satisfactory
• The mobile version is not appealing
• Many customers stop browsing at the first page.

5. HOW TO IMPROVE THE
MOBILE WEBSITE
Create a new
site for mobile
users
Use mobile
friendly
content on the
mobile site
Use a better
mobile
interface

6. HOW TO INCREASE TRAFFIC
TO BOTH WEBSITES
• Using more key words
• Advertising through popular online platforms
• Increasing content on the website
• Paying famous social media users to direct traffic to the
websites

7. INCREASING EMAIL
RECIPIENTS
Promotion
s
Discussion
board
Blogs
Where users leave their email address
Where debaters are identified by their emails
Users have to log in

8. INCREASING SOCIAL MEDIA
PRESENCE
More posts Promotions More videos
More articles Memes

9. SOCIAL MEDIA PRESENCE
CONTINUED
Different content
on all social media
platforms
Articles for
Facebook
Model Photos for
Instagram
Promotions for
Twitter

10. OTHER RECOMMENDATIONS
• Employ an online marketing strategist
• Conduct online marketing training exercises for all the marketing
teams.
• Create a different marketing philosophy
• Employ a different set of people for online marketing.
• American Apparel is on the right track
• Implement the recommendations starting with an online marketing
strategist
• Followed by online content creators
• Finally paid advertisements by prominent bloggers and YouTubers.