2. Target Audience
■ Primary: Prada Elites
■ High-income groups
■ Aged 35 to 50+
■ Outstanding artistic tastes
■ Keen on innovation a/one-of-a-kind products
■ Recommended: "Silver Spoon Kids"
■ Young adults from wealthy families.
■ Have a great amount of pocket
money that enough for them to buy
luxury goods to fulfill their vanity.
3. Big Idea
■ Take full advantage of the features and strengths of
social media and internet marketing, to enhance the
loyalty of Prada’s current customers, and increase
Prada’s attraction to its potential customers.
■ Major aspects
■ Social Media
■ Internet Marketing
■ Mobile Strategy
■ Metrics
■ Budget
4. Social Media
1. Create two-way communication
2. Cater contents to different platforms
Improvable Points
5. Internet Marketing
■ Blogging
■ Provide more in-depth stories about the brand and its products
instead of simply demonstrating the gorgeousness of its
products.
■ Have designers talk about their inspiration and own experience
related to the fashion industry.
■ Invite fashion bloggers or solicit contributions to talk about their
own experience with Prada products and their
recommendations.
■ Search Engine Optimization
■ Target on keywords about products that are not so Prada-
featured
■ e.g."Top Handle"
6. Mobile Strategy
■ Mobile apps
■ Audiences could easily keep in pace with the latest
news of these brands and freely explore the
contents that they are interested about the brand.
■ Major competitors of
Prada in the luxury
fashion industry
already published
their own apps in the
apple store.
7. Key Performance Indicator - Metrics
■ The number of followers and shares it gained from blog posts (if
Prada do blogging in the future), to figure out what kind of blog
contents are most attractive to audiences.
■ How many followers that Prada gained on each social media
platform and how many likes or favorites each post received.
■ How many people visit the official website through the link
provided in the posts. How long and which pages they spend most
of their time.
■ How many people downloaded the Prada app, and how many time
on average each person spend on the app.
■ How sales look like, after all these digital marketing efforts.
8. Budget
I divided the annual digital budget into 9 parts, and the proportional
distribution of the budget for each part is as is shown in the pie graph
below:
Total Digital
Budget≈
$152 million (4%
of annual
revenue)
9. Summary
■ Overall Main Idea of My Digital Strategy
Increase brand awareness and build a mutual
relationship with its target audiences by taking advantage
of social media, blogging, search engine optimization and
mobile app. Thus, attract potential customers and convert
them into real customers, while improving the loyalty of
current customers.
10. Citation
■ Citations
Cohen, David. "STUDY: Big Retailers' Strategies for
Facebook, Twitter, Instagram." SocialTimes. Web. 18
Sept. 2015.
"Prada." Wikipedia. Wikimedia Foundation. Web. 7 Nov.
2015.
THANK YOU
