SlideShare a Scribd company logo
Digital Strategy Xiaoding Fan
It is very important to
make the brand
unique from others
using proper digital
strategy.
Target Audience: Middle-aged people
• Middle-aged people are familiar with
GAP.
• Middle-aged people have economic
base and afford the product
• GAP products suit middle-aged
people’s dressing style.
Social Media Marketing
• Post pictures of products
• Post videos of products
• Post story on Instagram
• Use function of Instagram shop
INBOUND MARKETING
• Add Blog segment in the official website
• Send email to existing customers regarding new products
Mobile App
Marketing
Take advantage of
mobile app to encourage
consumers place order
via mobile app
• Followers, likes,
comments and
sharings on social
media platform
• Sign-up to the
GAP account
• Conversions
(download the app
and place orders)
Digital
Strategy

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Gap

Editor's Notes

  1. I am a student who is learning digital marketing. In this course, I learned a lot about the digital market, advertising and so on. GAP is a brand that I chose to study and analysis in depth. Combining the knowledge and information I have at the moment, I have a lot of feelings about the GAP brand.
  2. Whether on the GAP website or in the GAP app, people can buy products they love online. This is a convenient way to shop, and it can also enhance the brand's influence on the web. When the customer searches for "GAP" using mobile Google search engine , the advertisement information about GAP will appear up. GAP's product images and discount information about GAP are very attractive to customers. When the customer clicks on the GAP page, the GAP home page is presented to the viewer. These are excellent marketing strategies for the digital market.
  3. At the same time, the brand's app is also very practical. Customers can easily register an account in the app and purchase goods of GAP. Users can easily browse the GAP store via GAP mobile app and made purchase decisions.
  4.     However, these basic shopping features can be provided by many clothing brands, like H&M, Uniqlo and so on. In order to get gain competitive advantage, GAP should clearly define the market to increase sales of its products. When we open the official website of GAP, the discount is emphasized. I believe that every brand will offer discount products to attract customers. However, if the brand puts the discount interface in the first place, customers can mistakenly believe that all products are discounted. It is clear that GAP is not a clothing store for professional discount products.
  5. In the process of brand marketing, some media platforms can help GAP promote products. GAP can commission Amazon to sell their products. Amazon has a large customer base, which can help GAP develop potential customers. At the same time, social networking is also an excellent platform. GAP can push information about products on its own social network page, like Instagram, which can increase the visibility of the product. And many people will be willing to disclose their age information on social networks. GAP uses this publicly available information to segment the consumer market. The accurate market positioning can help brands to sell accurately.
  6. In addition, GAP should pay attention to use inbound marketing to increase its reputation. Adding a blog segment in the official website. The blog segment is used to talk about customers’ experience or new stories about the brand. This will be helpful for consumers to better know the brand. At the same time, email marketing also is very important and essential. As people often use mobile phones to refresh their email inbox, it is very easy for them to read some brand emails. GAP should take advantage of users’ this habits. Using email to transmit new information about GAP to users.
  7. Besides social media marketing and inbound marketing, GAP also needs to pay attention to mobile app marketing. Using discounts and promotions to encourage more consumers to place orders using mobile app. What’s more, it is very important to let consumers have opportunity leave a review on their purchase. This would be very helpful for the brand to become more popular.
  8. There are some key performance indicators which can be used to track the success of digital strategy. The increasing number of followers, likes, comments and sharings on social media platform, like Instagram and Facebook, will be an indicator of popularity of the brand. As more users sign-up a GAP account and subscribe to GAP’s email, users can get GAP updates more easily. Conversions refer to people who download the app and place orders on mobile app. This will be helpful for GAP to master the development of the GAP brand.
  9. As GAP pays attention to digital strategy, I believe GAP will be able to explore more audience in the market. With the development of technology, digital strategy will become more popular. GAP needs to keep up the trend and make the most of digital strategy in order to obtain success in the competitive market.