Post on 09-Aug-2015
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
Google+
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