Digital Strategy Final Presentation

1. Elizabeth Johnson

2. Goals
 Increase year round sales by
50%
 Generate traffic flow to
Michael Kors website
 Increase brand awareness

3.  Inbound Marketing:
 Social Media
 Blog
 Google AdWords
 12 month campaign
Digital Strategy Overview

4. Target Market
 Men and Women ages 25-54
 Upper- middle class
 Fashion forward, look for
luxury and quality

5. Budget
 $20M for 12 months of advertising
 $21,900/day Inbound Marketing
 $32,800/day Google Adwords
 This totals $19,965,500 with $34,500
for extra promotion or room to grow

6. Inbound Marketing:
Blog
 Educate consumers on the brand
 Includes links to social media sites
 Promotional giveaways
 Attract new visitors to the website
 Use SEO to optimize posts
 Goal : Top of search page

7. Inbound Marketing:
Social Media
 Build a relationship with consumers
and brand
 Facebook, Twitter, Instagram
 Increase engagement
 Gain feedback
 Interact with followers

8. Google AdWords
Daily Budget $32,800 will generate 15K+ clicks & 1000K+ impressions

9. Metrics: KPI
 Measure bi-monthly for 12 months
 Adjust spending according to progress
to optimize client’s budget
 Sales:
 2013: $2.18B
 2014 currently: $3.31B
 Goal after 12 months: $6.62B

10. Conclusion
 12 months
 Budget $20M
 Goals:
 Increase sales 50%
 Increase brand awareness
 Increase traffic on web site
 Digital Strategy: Inbound Marketing
and Google Adwords