digital strategy plan
TRANSCRIPT
Digital Digital Strategy Strategy PlanPlan
STEFANNIE TONEY
Target Audience
Women • All Races• All Body Types• Middle Class• Those who take care of their appearance
• SEXY • CONFIDENT • DESIRABLE
* Not only is Victoria Secrets targeting women but also the partners of the women.
• Partners who are shopping for birthday gifts, anniversary gifts, Valentine’s Day gifts, or simply a “just because” gift.
The BIG Idea : Loving My SexyObjective:
Use inbound marketing techniques to get consumers engaged on digital media
Our Goal: Increasing involvement with social media
Inform consumers of products with contests and other activities
Assuring the customers we appreciate them by giving away “sexy buys”
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“ ”Stop pushing your message out and start pulling your customers in
- David Meerman Scott - David Meerman Scott - David Meerman Scott
Tools & Tactics
•Understand our audience and improve SEO based on what our consumers are searching for
•Use Inbound Marketing tips
•Promote products via social media
•Embrace our consumers and listen to possible positive and negative feedback •CONTINUE WHAT THE AUDIENCE LIKES AND MAKE
ADJUSTMENTS TO THE DISLIKES
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Digital Media Efforts Social Media is one of our MAIN efforts in reaching the consumers!
YouTube (For Video Ads)
Other Efforts will involve:
Our website (victoriasecrets.com)
Internet and Mobile
SEO
Google Adwords
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HOW TO FIND VICTORIA SECRETS?
Victoria Secrets has a large audience
Millions of consumers
SEO
Keywords:
Victoria Secret’s
Sexy Lingerie
Victoria Secret’s Angel
Sensual Lingerie
Google Adwords
“Word of Mouth”
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Social Media & Internet StrategiesContests
Give Aways
“Sexy Buys”
Games on social media
Result:
Increase how appealing we are to consumers
Bigger Presence
Possibly increase “word of mouth”
Bringing enjoyable content
Gives us the ability to blog
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Based on our goal, we will track how well the campaign is going by:
Consumers involvement
The amount of views, likes, tweets, hashtags, and positive/negative comments
Clout
Continue to increase use of social media accounts
Tracking Our Success 8
WE LOVE VICTORIA SECRETS!
The MAJORITY of our audience • Generation Y
• Those born in 1980’s to the 2000’s• Use social media at high levels• Teens to Adults
• More specifically college students or recent graduates
• Use digital appliances • Cellphones • Laptops
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Social Media is constantly growing
This campaign will utilize the power of digital media•Which is FREE
OUR BUDGET: Grand Total: 6 Million
1 Million Per Month 1 Million x 6 Months
*Budget will go towards: -“Sexy Buys” - Minor digital marketing
Victoria Secret’s Digital Marketing Summary
The efforts to increase consumer engagement we will intensify our involvement with social media!
Social Media will increase the amount of consumers by “word of mouth” and blogging
There will be incentives such as contests, “sexy buys”, etc. to draw in consumers and potential consumers
In addition to using social media we will use SEO, GoogleAd and Clout.
As a result, there will be a increase in shares, comments, tweets, hashtags, and MOST IMPORTANTLY CONSUMERS
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