DIGITAL MARKETING STRATEGY

Kenneth Walker

Monday, April 1, 13

BRIDGING THE GAP..... to the Digital Divide for Better Business

Monday, April 1, 13

Going

Digital...

Return to company’s ROOTS!

- Go DIGITAL.

Carefully Constructed Advertising:

- Consumer Engagement

- Promote Individuality

Monday, April 1, 13

Re-Brand as ONE.

- Separate Entities

Market allin

UNISON.

Monday, April 1, 13

SOCIAL MEDIA

Monday, April 1, 13

Target Audience

Ages 18-24 & 25-34

Variety Influence

Shop on Gap.com

11%

14%

34%

26%

10%5%

< 18 18-24 *25-34 35-4445-54 55-65

Monday, April 1, 13

Mobile Strategy

- Multiple Apps- Universal app : Gap Inc.- All brands as ONE.- Mobile-optimized Email campaign- In-Store activity

Monday, April 1, 13

Internet Marketing

Assessment tool

Google Adwords

Built sense of community.

Monday, April 1, 13

Budget

High Marketing Spending = Higher $ales!

$54.5 million

0

100

200

300

400

20092010

20112012

Marketing Spending Annual Sales

Monday, April 1, 13

Monday, April 1, 13