DIGITAL STRATEGY

KOTUR digital story

Evolution of the website

Website building blocks

Utilization of digital to build Brand equity & exposure

Measurement of performance: monitoring & tracking

Q&A

I n t r o d u c t i o n

E v o l u t i o n o f t h e W e b s i t e

2008 2006 2012 2015

Corporate

focus

Wholesale

focus

E-Commerce

launch

Fully Integrated

coming soon

Hosting

raw data

W e b s i t e b u i l d i n g b l o c k s

Domain name

E-Commerce

Payment

gateways

Content

management system

Social Media

Instagram

Google+

Facebook

Twitter

Pinterest

Produce Content Quality

Blog + email blast

Add dimension to website, visibility, search engine

Increase relevance

Increase expertise recognition

Loyal following -> newsletter -> promotion -> conversion

B r a n d E q u i t y & E x p o s u r e

I

I n s t a g r a m

I n s t a g r a m

F a c e b o o k T w i t t e r

P i n t e r e s t G o o g l e +

W o r l d o f K O T U R B l o g

W o r l d o f K O T U R B l o g

W o r l d o f K O T U R B l o g

N e w s l e t t e r

PR + Media exposure

Credit website, not retailers when possible

Online Distribution

Extend outreach to a broaden audience

Increased visibility

Ie: Net-a-Porter & The Edit newsletter

Ie: Shopbop

Work with quality 3rd party sites in line with Brand positioning

Avoid overexposure

Differentiate offerings between the different e-retailers to

avoid cannibalization

Keyword: create a field that is thematic

Enhance website -design, fashion, interiors, travel, etc. to

build credibility & brand message consistency

B r a n d E q u i t y & E x p o s u r e

I I

P r e s s C o v e r a g e

Glamour US Elle Russia Marie Claire Italy

C e l e b r i t y C o v e r a g e

O n - l i n e V i s i b i l i t y

Net a Porter &

Porter magazine

Onsite Analytics: Google Analytics

Social media monitoring: Hootsuite

URL tracking: bit.ly

Server monitoring: Pingdom

M o n i t o r i n g & T r a c k i n g

M o n i t o r i n g & T r a c k i n g

Onsite Analytics Google Analytics is free and useful.

Monitor website activity, spike traffic, track source, understand your audience.

Jessica Alba wearing KOTUR

M o n i t o r i n g & T r a c k i n g

Social Media Monitoring Hootsuite

Tracks social media activities

Manage content:

• Schedule publishing

• Assign tasks and commands i.e. replying to customer

URL Shortener: condenses link + tracks activity. Useful when posting on

social media to a 3rd party website.

Shorten your links..

From this… http://www.koturltd.com/kotur/shop/new-minaudiere-

clutch-collection/espey-manicure-printed-satin-swarovski-crystal-kotur-

minaudiere

To..

http://bit.ly/1N3YzpO

Even Better…

Customize them & make them Human Friendly:

http://bit.ly/espey-manicure

M o n i t o r i n g & T r a c k i n g

M o n i t o r i n g & T r a c k i n g

URL Shortener: can also track activity

and provide insights on your audience

M o n i t o r i n g & T r a c k i n g

Server status: (ie: pingdom)

Receive a SMS or notification when

your site is down

Questions & Answers