adv gap digital marketing strategy pdf
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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
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