Download - Burberry’s Digital Marketing Strategy
![Page 1: Burberry’s Digital Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022042701/55c53905bb61eb0a048b4772/html5/thumbnails/1.jpg)
Digital Marketing Strategy Created by: Marie Silvio
![Page 2: Burberry’s Digital Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022042701/55c53905bb61eb0a048b4772/html5/thumbnails/2.jpg)
Background• British Luxury Fashion house famous for its distinctive tartan
• Founded in 1856 in England, focused on outdoor attire
• Known for their trench coat
• Granted Royal Warrants in the UK
• 2,329.8 million pounds in revenue in 2014
![Page 3: Burberry’s Digital Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022042701/55c53905bb61eb0a048b4772/html5/thumbnails/3.jpg)
Target Market• Broad appeal, across continents
• Men and Women
• Aged from 25 to 35
• High spending individuals who are fashion and brand conscious
• We’re planning on targeting upper class, American women
![Page 4: Burberry’s Digital Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022042701/55c53905bb61eb0a048b4772/html5/thumbnails/4.jpg)
Digital Marketing Campaign
• By partnering with fashion bloggers with high American followers, our brand will reach the young, female consumer.
• While our brand is already in their mind, we’ll clinch their sale using Google AdWords with selective keywords.
![Page 5: Burberry’s Digital Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022042701/55c53905bb61eb0a048b4772/html5/thumbnails/5.jpg)
Partnering with Fashion Bloggers
![Page 6: Burberry’s Digital Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022042701/55c53905bb61eb0a048b4772/html5/thumbnails/6.jpg)
Bloggers, Meet Burberry
• Who: Fashion and lifestyle bloggers
• What: By giving them free merchandise, and the chance to market themselves to existing burberry customers, they’ll post content with our brand
• Where: Bloggers that have the most followers from the United States
• When: Over an extended period of time so our brand is consistently seen across platforms while not being bombarded
![Page 7: Burberry’s Digital Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022042701/55c53905bb61eb0a048b4772/html5/thumbnails/7.jpg)
Google Adwords
• To generate more traffic to us.burberry.com
• Keywords: burberry, trench, tartan, plaid, dresses, accessories
![Page 8: Burberry’s Digital Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022042701/55c53905bb61eb0a048b4772/html5/thumbnails/8.jpg)
Budget
• Considering Burberry’s revenue, the cost of our campaign will be minimal. Especially because of how low the cost of Google AdWords and social media is
• AdWord Campaign
• 250,000 pounds
• Merchandise for Bloggers
• 50,000 pounds
![Page 9: Burberry’s Digital Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022042701/55c53905bb61eb0a048b4772/html5/thumbnails/9.jpg)
Cam
paig
n G
oals
• Growing the brand in the US to a predominantly young, successful female audience
• Using digital marketing techniques to increase traffic to our site
![Page 10: Burberry’s Digital Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022042701/55c53905bb61eb0a048b4772/html5/thumbnails/10.jpg)
In Summation
• By meeting our clients at a place they go to find fashion advice, we’re forming a connection with our brand.
• Seeing our fashions on their favorite blogs and their social media will plant the seed. Google AdWords will complete the sale.