Victoria's secret

1. Victoria’s Secret Digital
Marketing Strategy
Tingting Zhang
ADV420

2. TARGET aUDIENCE
● Women who are between the
ages of 18-35
● Men Who are shopping for
gifts for women
● Consumers looking for
lingerie that is playful,
stylish, and sexy
● For Pink
Teenage Girls 15-19

3. Big idea
● Creation of “Check in
Store” option on VS
website
● A useful tool to further
increase online business
and sales revenue
● Beneficial for consumers
who are interested in
seeing the products in
person before purchasing
online
● Puts brand ahead of other
competitors in lingerie
market

4. Business objectives
Increase brand awareness
Increase consumer engagement
Drive more traffic to website to increase
revenue and sales

5. Key performance Indicators
● KPIs include:
● -brand awareness metrics
● -returning visitor metrics
● -first time visitor metrics
● Online conversions metrics

6. budget
● Overall $25 million
● 13 million on fashion show
(promoting)
● Social media - $3 million
● Internet marketing - $4
million
● SEO - $3 million
● Contests/Discounts - $1
million
● Google adwords - $1 million

7. Online website
● Website usability: very
self-explanatory and easy to
navigate
● Website search engine
optimization: not extremely high
on paid search engine optimization
● Website metrics & reporting: use
google adwords or google analytics

8. Social media advertising
● Present on all
social media
platforms
including:
● Facebook
● Twitter
● Instagram
● Pinterest
● Youtube
● snapchat

9. Internet Marketing ● Display advertising: promote
message of feeling as beautiful as
a VS angel
● Search Engine Marketing: emphasis
on searching keywords that align
with brand’s messaging
● Content Offers: creation of
enticing offers to motivate
consumers to purchase VS
● Blog Posting: brand is greatly
lacking a company blog
● Email Marketing: Sends out multiple
emails daily promoting exclusive
offers and deals

10. Mobile MarketingMobile Marketing
● Responsive Design: adjustment
of regular size format to fit
smartphone/tablet screen
● Mobile Site Content: brings
customers exclusive deals and
behind-the-scenes access
● Mobile Site Customer
Experience: much different
from in store shopping; has
something for all customer
needs and wants online