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DSW DIGITAL MARKETING STRATEGY

By: Alyssa Sattler
DSW INC
TARGET MARKET
 Women ages 18-45
 Fashion-Forward
 Enjoy keeping up on the
  latest trends
 Want style, quality and
  affordable prices

COMPANY OVERVIEW
 Wide variety of shoes for
  women, men and kids
 As of April 2012, Total
  Worth of $2B
CHALLENGES AND GOALS
  STRENGTHS                      WEAKNESSES

  -Wide Designer Product         -Concentration on one market
  Offerings                      -Lack of Product Offerings
  -DSW Rewards Loyalty Program
  -Overall Value of Products



  OPPORTUNITIES                  THREATS

  -Sales from DSW Website        -Major Competition from other shoe
  -Growing Trend of Digital      retailers
  Commerce
  -Business Growth/Expansion
  -DSW Rewards to attract new
  customers
  -Digital Marketing
CAMPAIGN FOR DSW
   DSW’s new Campaign should
    focus on their overall brand
    message
   Since DSW is about giving their
    customer great designer fashions
    at affordable prices, their new
    campaign will consist of starting a
    community of their customers best
    designer finds at their store.
   Incorporate a mix of social media,
    mobile marketing, internet
    marketing and a weekly style blog
    written by a different style expert
    each week
   “Life’s too Short to Sacrifice Great
    Designer Fashion, find great deals
    at DSW”
FACEBOOK STRATEGY
   Encourage Facebook Fans to post pictures of their favorite DSW
    finds and their savings at DSW
   Optimize Facebook Content by positing videos, pictures and
    building a vibrant online community
   Create Contests for Fans and give exclusive deals to Facebook
    fans
   Utilize Facebook’s advertising options to better reach target
    market
TWITTER AND YOUTUBE STRATEGY
                 Twitter
                  Gain More Twitter followers
                   by posting Tweets to
                   Facebook
                  Interact with followers and
                   make content engaging
                 YouTube
                  Post weekly Video Blogs
                   featuring different style
                   experts
                  Encourage Fans to post
                   videos of their favorite DSW
                   shoes
GOOGLE ADWORDS AND INTERNET MARKETING

GOOGLE ADWORDS
 Through Adwords, make
  DSW the top search result
 Create top awareness in
  consumer’s minds
INTERNET MARKETING
 Build awareness of DSW by
  placing well-designed ad on
  a variety of websites
 Reach target market by
  making sure internet ad
  reaches the right people
 Place ads on Facebook
MOBILE MARKETING
 Develop a Mobile App
  where Customers can
  easily shop on DSW’s
  website on the go on both
  Apple and Android
  interfaces
 Place Ads on Application
  to earn revenue
 Incorporate Mobile
  Shopping as well as Style
  Tips and Blogging on App
BUDGET ALLOCATION
CATEGORY                 NAME                     BUDGET
SOCIAL MEDIA             FACEBOOK                 $2M
SOCIAL MEDIA             TWITTER                  $250,000
SOCIAL MEDIA             YOUTUBE                  $250,000
MOBILE MARKETING         MOBILE APP               $1M
BLOGGING                                          $250,000
INTERNET                                          $2M
ADVERTISING
GOOGLE ADWORDS                                    $250,000
TOTAL                                             $6M

 Allocate Digital Marketing Budget over a 6 month period between
 March 2013-September 2013 to advertise new spring/summer and
               fall/winter shoes during this time period
METRICS TO MEASURE SUCCESS
   Use Google Analytics to
    track web traffic on blogs,
    ads, Facebook and Twitter
   Use YouTube
    likes/comments, Facebook
    Fans and Twitter Followers
    to measure success
   With PPC through digital
    advertising, measure the
    amount of clicks on
    advertisements

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DSW final presentation

  • 1. DSW DIGITAL MARKETING STRATEGY By: Alyssa Sattler
  • 2. DSW INC TARGET MARKET  Women ages 18-45  Fashion-Forward  Enjoy keeping up on the latest trends  Want style, quality and affordable prices COMPANY OVERVIEW  Wide variety of shoes for women, men and kids  As of April 2012, Total Worth of $2B
  • 3. CHALLENGES AND GOALS STRENGTHS WEAKNESSES -Wide Designer Product -Concentration on one market Offerings -Lack of Product Offerings -DSW Rewards Loyalty Program -Overall Value of Products OPPORTUNITIES THREATS -Sales from DSW Website -Major Competition from other shoe -Growing Trend of Digital retailers Commerce -Business Growth/Expansion -DSW Rewards to attract new customers -Digital Marketing
  • 4. CAMPAIGN FOR DSW  DSW’s new Campaign should focus on their overall brand message  Since DSW is about giving their customer great designer fashions at affordable prices, their new campaign will consist of starting a community of their customers best designer finds at their store.  Incorporate a mix of social media, mobile marketing, internet marketing and a weekly style blog written by a different style expert each week  “Life’s too Short to Sacrifice Great Designer Fashion, find great deals at DSW”
  • 5. FACEBOOK STRATEGY  Encourage Facebook Fans to post pictures of their favorite DSW finds and their savings at DSW  Optimize Facebook Content by positing videos, pictures and building a vibrant online community  Create Contests for Fans and give exclusive deals to Facebook fans  Utilize Facebook’s advertising options to better reach target market
  • 6. TWITTER AND YOUTUBE STRATEGY Twitter  Gain More Twitter followers by posting Tweets to Facebook  Interact with followers and make content engaging YouTube  Post weekly Video Blogs featuring different style experts  Encourage Fans to post videos of their favorite DSW shoes
  • 7. GOOGLE ADWORDS AND INTERNET MARKETING GOOGLE ADWORDS  Through Adwords, make DSW the top search result  Create top awareness in consumer’s minds INTERNET MARKETING  Build awareness of DSW by placing well-designed ad on a variety of websites  Reach target market by making sure internet ad reaches the right people  Place ads on Facebook
  • 8. MOBILE MARKETING  Develop a Mobile App where Customers can easily shop on DSW’s website on the go on both Apple and Android interfaces  Place Ads on Application to earn revenue  Incorporate Mobile Shopping as well as Style Tips and Blogging on App
  • 9. BUDGET ALLOCATION CATEGORY NAME BUDGET SOCIAL MEDIA FACEBOOK $2M SOCIAL MEDIA TWITTER $250,000 SOCIAL MEDIA YOUTUBE $250,000 MOBILE MARKETING MOBILE APP $1M BLOGGING $250,000 INTERNET $2M ADVERTISING GOOGLE ADWORDS $250,000 TOTAL $6M Allocate Digital Marketing Budget over a 6 month period between March 2013-September 2013 to advertise new spring/summer and fall/winter shoes during this time period
  • 10. METRICS TO MEASURE SUCCESS  Use Google Analytics to track web traffic on blogs, ads, Facebook and Twitter  Use YouTube likes/comments, Facebook Fans and Twitter Followers to measure success  With PPC through digital advertising, measure the amount of clicks on advertisements