MİCHAEL KORS DİGİTAL STRATEGY

By Nilay Demir

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.

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

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.

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.

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.

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

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.

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.

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