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AMERICAN
APPAREL
X I AOJIE YA N G
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
INCREASING INBOUND
MARKETING
Employ bloggers Use more articles
Develop videos for
fashion tips
Feature prominent
social media
personalities
Create funny memes
with company
watermark
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.
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
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
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
INCREASING SOCIAL MEDIA
PRESENCE
More posts Promotions More videos
More articles Memes
SOCIAL MEDIA PRESENCE
CONTINUED
Different content
on all social media
platforms
Articles for
Facebook
Model Photos for
Instagram
Promotions for
Twitter
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.

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Final presentation from Xiaojie Yang

  • 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.

Editor's Notes

  1. Welcome