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GAP DIGITAL STRATEGY
- 1. GAP DIGITAL STRATEGY ADV 892 XUEYING LIU
- 2. Objectives Driving traffic to Gap’s website Increasing Gap’s social media followers Encouraging interaction between Gap and consumers Increasing sales & brand awareness
- 3. Target Audience youth population from senior school to college, young parents as well.
- 4. Social media marketing PLATFORM CAMPAIGN Good together FORMAT pictures, GIFs, short videos or links
- 5. • Facebook: multiple formats ads pictures, video, links (new arrivals/promotion/social news/style guide) • Twitter: #Goodtogether video ads (brand image/new products/interview) • Instagram: endorsers Videos, pictures (products/models) • YouTube: talk show Videos (fashion trends/designers/fashion tips)
- 6. Blog Posts What Gap community inspired you? This is going to talk about people who are wearing Gap. It is about ordinary people sharing their experience, sharing their daily life, sharing their spirits that are consist with Gap.
- 7. Email Marketing Gap can generate emails in a more consumer-friendly approach. For example, promoting different products based on their genders and age. Also, to be more customized, they can even send an email with special offer on consumer’s birthday.
- 8. Display advertising Gap can target some entertaining websites like Spotify, Netflix. Also, targeting fashion blogs is useful too. It could be a banner or a GIF picture with slogan on it. Probably, the ads are placed on the side of the website.
- 9. Search engine marketing Gap can target keywords that describe the clothes directly. Here are some examples: fit jeans, skinny jeans, affordable clothes with good quality, casual style clothes. A sample advertisement will be “Fit your body better”. And the customers will be directed to the category page.
- 10. SEO There is a blank space when customer search keywords such like "women’s clothing". “Gap” didn’t show up but some shopping malls’ websites. Compared to this, when search “kids clothing”, the Old Navy( who is belonging to Gap Inc. )and H&M were on the top. As a result, Gap could cover a wider range of keywords like these in the future to get a higher rank. Besides, it is important to make sure these keywords direct consumers to the right page. If customers were looking for a specific style, they would be directed to a product detail page such as denim pants.
- 11. Mobile App • Link to social media • Put promotion information on every step of shopping • Making personalized recommendation
- 12. Budget & Timeline Total: $16 billion Search engine marketing: 47% Online display advertising: 34% Social media marketing: 6% Mobile: 10% Timeline: The time period is for next whole year, which some holidays are included and next spring is the season for new arrivals.
- 13. KPI Social media: number of clicks, new followers, comments and likes Search engine: keywords that customers are searching; keywords that were searching along with Gap; where customers are directed from; number of clicks on different kinds of keywords or different categories ; duration of stay on each website Other metrics: sales; brand awareness through questionnaire; consumer perception; consumer attitude
- 14. Summary The digital strategy aims to improve Gap’s performance including engagement on social media, sales on both online boutiques and online shops, brand awareness and brand attitude. By focusing on social media platforms, Gap is able to interact with consumers and to increase engagement. Also, consumers’ attitude towards brand is changing with interacting with brand. Search engine marketing is one of the most important part that plays a critical role on driving traffic. The better the SEO is, the more website traffic is. With SEO and search engine marketing, Gap can know more about consumers. long-term relationship is able to maintain, the long-term profits as well.