The document outlines a digital marketing plan for Topshop, targeting fashion-conscious women aged 18 to 28. It highlights improvements to the website and app, emphasizes social media engagement, and utilizes email marketing with relevant offers. The plan includes key performance indicators to measure success and outlines a budget for celebrity appearances and software upgrades.

1. TOPSHOP
Digital Marketing Plan
Presented by: Xinyi Zhu

2. AGENDA
➤ Company
➤ Target Audience
➤ Plan
➤ KPI-Metrics
➤ Budget

3. COMPANY
➤ British fashion retailer
➤ Clothing, shoes, make-up and accessories.
➤ 500 shops worldwide – 300 are in the UK (Wikipedia)

4. TARGET AUDIENCE
➤ Women
➤ Aged 18~ 28
➤ Enthusiastic for fashion with limited spending.

5. Updating website and App experience
➤ Website: Visibility of customer service is low.
Solutions :
Start a live chat on the side of page
➤ App: Load speed in app is slow
Solutions:
Upgrade Enough memory and processing power
Protected from third party tools

6. Social Media
➤ Current Efforts: Strong social media presence
➤ Engage more with customers
Reply to comments
# TopshopStyleFight
➤ Connecting with celebrities, designers

7. Email Marketing
➤ Ask for permission
➤ Content matters
Weekly Newsletter — Fashion industry Guide
New collections
Sales promotion
Relevant offer based on buying habits

8. KPI - Metrics
➤ Google analytics
Traffic flow
Demographic features
➤ KPIs — Trading volume
No. of visitors per day,
No. of increased followers/ likes
proportional to
No. of visits that result in
a successful purchase

9. Budget
➤Celebrity appearance
e.g.:Taylor Swift will always ask for over $750,000+ for a US event
( Rob,2014)
➤Software upgrade
The cost for improving a live chat in enterprise level is $50 per seat every
month . (livechat, n.d.).
The software maintenance fee is around 15 to 20 percent of original
development cost . (Roy,2012).

10. REFERENCE
R. Wille.(2014). Here's How Much It Really Costs To Book Your Favorite Band Or Artist For A ShowMarketing. Retrieved
from
http://www.businessinsider.com/celebrity-booking-rate-list-2014-6
Livechat (n.d.). Livechat plan. Retrieved from https://www.livechatinc.com/pricing/
R.Chomko. (2012). Maintaining an app is critical to its overall success. Retrieved from
http://www.fiercewireless.com/developer/maintaining-app-critical-to-its-overall-success
Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Topshop
Hubspot(n.d.).Make my perona. Retrieved from http://www.makemypersona.com/
Questions?