adv gap digital marketing strategy pdf
DESCRIPTION
NMDL Digital Strategy for Gap IncTRANSCRIPT
DIGITAL MARKETING STRATEGY
Kenneth Walker
Monday, April 1, 13
BRIDGING THE GAP..... to the Digital Divide for Better Business
Monday, April 1, 13
Going
Digital...
Return to company’s ROOTS!
- Go DIGITAL.
Carefully Constructed Advertising:
- Consumer Engagement
- Promote Individuality
Monday, April 1, 13
Re-Brand as ONE.
- Separate Entities
Market allin
UNISON.
Monday, April 1, 13
SOCIAL MEDIA
Monday, April 1, 13
Target Audience
Ages 18-24 & 25-34
Variety Influence
Shop on Gap.com
11%
14%
34%
26%
10%5%
< 18 18-24 *25-34 35-4445-54 55-65
Monday, April 1, 13
Mobile Strategy
- Multiple Apps- Universal app : Gap Inc.- All brands as ONE.- Mobile-optimized Email campaign- In-Store activity
Monday, April 1, 13
Internet Marketing
Assessment tool
Google Adwords
Built sense of community.
Monday, April 1, 13
Budget
High Marketing Spending = Higher $ales!
$54.5 million
0
100
200
300
400
20092010
20112012
Marketing Spending Annual Sales
Monday, April 1, 13
Monday, April 1, 13