michael kors digital marketing strategy

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MİCHAEL KORS DİGİTAL STRATEGY By Nilay Demir

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Page 1: Michael Kors Digital Marketing Strategy

MİCHAEL KORS DİGİTAL STRATEGY

By Nilay Demir

Page 2: Michael Kors Digital Marketing Strategy

TARGET MARKET MK is a global luxury lifestyle brand

with a jet-set aesthetic that combines elements of style, elegance and sport.

People who is 25-54 years old with the high income and aspire to live an elite, glamorous yet comfortable lifestyle.

Page 3: Michael Kors Digital Marketing Strategy

SOCİAL MEDIA MARKETING Focus on primarily Facebook

o They have the most followers on Facebooko They have less limitations than other social

networks Focus Pinterest

o It has a lot of fashion related contento The brand’s target market is fashion-conscious

people. Click through rate evaluates Campaign’s

effectiveness

Page 4: Michael Kors Digital Marketing Strategy

WEBSITE The website just has a celebrity wears on

the red carpet. Create a section for celebrities who uses MK

products in their daily life and name it Celebrity Street Style.

Create a section for MK summer and winter holiday product ideas and name it Of Kors Holiday.

Page 5: Michael Kors Digital Marketing Strategy

SEARCH ENGINE MARKETING

MK has been already using Michael Kors, MK, Michael Kors outlet Michael Kors watches as a keyword.

They released their Jet Set 6 collection recently, introduced their products as fall essentials or style essentials and used word of glamour in their advertisement enormously.

Page 6: Michael Kors Digital Marketing Strategy

SEARCH ENGINE MARKETING They should use

“Jet society” as a keyword to tie up to Jet Set.

“Essential style” to link to fall essentials and style essentials.

“Glamour style” as a keyword to associate with their brand message.

Page 7: Michael Kors Digital Marketing Strategy

The brand’s website is a mobile user friendly. The website detects if you are coming from a

smartphone or desktop, and automatically adapts the screen size, resulting in a flawless

user experience regardless of the device.

However…

MOBİLE MARKETİNG

Page 8: Michael Kors Digital Marketing Strategy

BİG IDEA İS OF KORS A MOBİLE APP Michael Kors surprisingly doesn’t have a

mobile app. Create an app that has a product barcode

scan section to allows users see the location and remaining size of the same product in other stores.

The app has a location checking in section where only Michael Kors customers can check in and show where they are.

Page 9: Michael Kors Digital Marketing Strategy

BIG IDEA IS OF KORS A MOBILE APP The MK app promote goods, events and

ideas based on user’s personalized information such as location, gender and enable users to online shopping.

This app helps to create a pop culture among people, provide direct engagement, increase brand loyalty and online shopping profit.

Page 10: Michael Kors Digital Marketing Strategy

DİGİTAL STRATEGY BUDGET Facebook&Pinterest Marketing 10,000+4,000

14,000/mo. Monitoring, Audit, Custom, Employee, Promoted Posts,

Sponsored Story, Mobile marketing; 500,000

App design, Employee, Planning, App administration, Testing, Online shopping&Barcode&Checkin software, Facebook Open Graph

SEO marketing; 35,000/mo. Audit, Employee, Reporting & Insights, SEO agency, New

Google AdWords Costs Website marketing ; 20,000/mo.

Web Analytics, New sections s’ web design, Employee, Other.

569.000