MK Digital Marketing Strategy

1. By Nilay Demir

2.  MK is a global luxury lifestyle brand with a jet-
set aesthetic that combines elements of style,
elegance and sport.
 People who is 25-54 years old with the high
income and aspire to live an elite, glamorous
yet comfortable lifestyle.

3.  Focus on primarily Facebook
o They have the most followers on Facebook
o They have less limitations than other social networks
 Focus Pinterest
o It has a lot of fashion related content
o The brand’s target market is fashion-conscious
people.
 Click through rate evaluates Campaign’s
effectiveness

4.  The website just has a celebrity wears on the
red carpet.
 Create a section for celebrities who uses MK
products in their daily life and name it Celebrity
Street Style.
 Create a section for MK summer and winter
holiday product ideas and name it Of Kors
Holiday.

5.  MK has been already using Michael Kors, MK,
Michael Kors outlet Michael Kors watches as a
keyword.
 They released their Jet Set 6 collection recently,
introduced their products as fall essentials or
style essentials and used word of glamour in
their advertisement enormously.

6.  They should use
 “Jet society” as a keyword to tie up to Jet Set.
 “Essential style” to link to fall essentials and
style essentials.
 “Glamour style” as a keyword to associate with
their brand message.

7.  The brand’s website is a mobile user friendly.
The website detects if you are coming from a
smartphone or desktop, and automatically
adapts the screen size, resulting in a flawless
user experience regardless of the device.
However…

8.  Michael Kors surprisingly doesn’t have a mobile
app.
 Create an app that has a product barcode scan
section to allows users see the location and
remaining size of the same product in other
stores.
 The app has a location checking in section
where only Michael Kors customers can check in
and show where they are.

9.  The MK app promote goods, events and ideas
based on user’s personalized information such as
location, gender and enable users to online
shopping.
 This app helps to create a pop culture among
people, provide direct engagement, increase
brand loyalty and online shopping profit.

10.  Facebook&Pinterest Marketing 10,000+4,000 14,000/mo.
 Monitoring, Audit, Custom, Employee, Promoted Posts, Sponsored
Story,
 Mobile marketing; 500,000
 App design, Employee, Planning, App administration, Testing,
Online shopping&Barcode&Checkin software, Facebook Open
Graph
 SEO marketing; 35,000/mo.
 Audit, Employee, Reporting & Insights, SEO agency, New Google
AdWords Costs
 Website marketing ; 20,000/mo.
 Web Analytics, New sections s’ web design, Employee, Other.
 569.000