Digital Marketing Analytics of the Fashion Distributor OTTE New York
-
Upload
karen-bao -
Category
Data & Analytics
-
view
110 -
download
4
Transcript of Digital Marketing Analytics of the Fashion Distributor OTTE New York
S
Web Analytics Report for
OTTE New YorkStudent Name: Mu Bao
Email Address: [email protected]
Date: 12/02/2014
Course Info:
Web Analytics: SEO/SEM, PPC, E-mail, and Clickstream Analysis
INTG1-GC 2305.003, Tuesdays, 6:10-8:40pm, 7 E. 12th Street, Rm. 228 , Lecturer: Amber
Greviskes
Online Designer Clothing
Sales Industry
S Industry Introduction – This industry sells designer apparel, shoes and accessories online. Industry operators may offer a wide variety of brands or a single designer's collections. Designer clothing carries the logo or name of a recognized designer, but the actual designer does not always create the clothing. Often, designer apparel is created under a licensing agreement with a manufacturing company.
S Industry Trend – Many of the same factors that contributed to the industry's ascent in previous years will carry forward over the next five years, including the rising acceptance of online shopping due to the increasing disposable income and internet access. Furthermore, rising consumer confidence, and thus consumer spending, will aid the industry's long-term prospects
Bao, 1
http://www.ibisworld.com/industry/online-designer-clothing-sales.html
OTTE and its Major
Competitors
S A 15 years’ online designer
clothing and boutique collection
Brand designed for those who
crave understated luxury and
modern design
S Digital Existence:
Bao, 2
Website (ecommerce, blog, press),
Social Media (Facebook, Twitter,
Instagram, Pinterest, Weibo)
Email & Newsletter
Celebrity
Personalit
y
Brand
Awarenes
s
Bao, 3
Project Overview
S Where to find target audience of this brand? How to increase attention from potential customers to these digital platforms?
S How to trigger online response, interaction and word of mouth related to this brand?
S Is every resource used fully to ignite the selling point? Is the current overall online marketing strategy appropriate or well designed?
S How to take advantage of the unique designer network?
Through the research and analysis, this program aims to solve the
following problems:
Bao, 4
Methodology
S Data sources – website, Instagram, Twitter, Facebook, Pinterest, Weibo, Google+, YouTube
S Research span – from 10/01/2014 to 11/30/2014
S Data types – metrics (# of likes, shares, comments) and content (keyword, conversation themes, design)
S Analytic Tools – Alexa, SocialCount, Truckur, Simplymeasured
S Analysis methods – social brand benchmarking, conversation audit, influencer analysis
Bao, 5
S
Findings and
RecommendationsDigital Brand Benchmarking
Conversation Audit
Influencer Analysis
Bao, 6
Digital Brand
BenchmarkingS Most of their customers are
females who care about fashion trend, life quality and personal style, usually with an education background of college or graduate school.
S OTTE’s brand awareness is broad but not deep. In Japan and Canada it is not as famous as OAK & DVF. In Europe, it has no brand awareness.
S The current web design has an average performance with a bounce rate of 38.79%.
• Presence of target
audience
• Social channel presence
• Content engagement
Findings:
Bao, 7
OTTE
OAK
DVF
Lafayette 148
Search Visits:
7.4%
18.2
%
23.1
%
20.7
Bao, 8
Alexa.com
Digital Brand
BenchmarkingS Acquire paid media of digital
publishers focusing on fashion industry and life style to reach potential customers and get inbound links, like New York Times, New York Magazine, Buzzfeed, Reddit, superfuture.com, style.com, ssense.com
S Build partnership with department store and other large distributors in the digital world, like nordstrom.com and shopbop.com.
S Launch social media campaign to establish brand awareness in Europe.
• Presence of target
audience
• Social channel presence
• Content engagement
Recommendations:
Bao, 9
Digital Brand
BenchmarkingS Just “be there” is not
enough. To communicate with your customers in an elegant but also passionate way is the key.
S Standing behind the brand doesn’t work. Give women confidence by creating communities and sharing vivid experience.
S Fashion is closed with visualization and atmosphere. Never understate the design of digital platforms and the quality of the pictures.
• Presence of target
audience
• Social channel presence
• Content engagement
Findings:
Bao, 10
bran
d
OTTE makes the
highest post
frequency on
Pinterest,
Insagram and
Twitter.
According to
content
engagement, it
performs better
on
Pinterest>Twitter
>Instagram>Face
book.
Bao, 11
Pay attention to how the tone and way you speak to your
audience influence the response.
Give customers hints. Let them control and create their own
style. Don’t make it plain and straightforward.
Why OTTE doesn’t go well on Facebook?Bao, 12
The other 3 brands all have 31 events on Facebook, while
OTTE has no effort in this area. And we can see how good
events trigger online and physical traffic.
Why OTTE doesn’t go well on Facebook?Bao, 13
No efforts on
Google+
which is
used well by
its
competitors.
Bao, 14
Digital Brand
Benchmarking S Improve the interaction
way and picture quality
on Facebook, and create
campaigns to catch
attention.
S Considering using short
videos as an interaction
way.
S Open Google+ which
has the function of local
navigation so as to
trigger physical traffic.
• Presence of target
audience
• Social channel presence
• Content engagement
Recommendations:
Bao, 15
Conversation
Audit
• Dimensions in study: key
conversation themes,
keywords people are
using, when
conversations take place
• Locations: website,
Instagram, Twitter, Google
search
S For OTTE’s social media audience, the top day for engagement is Monday and the top time is between 3:00-4:00 pm.
S Fashion, photography, blogging, food, and shopping are the most popular themes that OTTE’s audience have interest in.
S Popular designers’ names and their works’ names are both inbound/outbound keywords and hash tags on social media.
S Strong need of SEO/SEM because of the low traffic from search engine.
Insights:
Bao, 16
Conversation
Audit
• Designer clothing industry
is like a magic kingdom
where popular designers
play a fantastic role to
attract and addict fans
who are purchasing
mainly for emotional need.
Bao, 17
420
364
364
360
339
339
301
301
301
301
trendalert
oscardelarenta
rip
jotd
galmeetsglam
ottestyle
quotes
wisewords
friday
wordstoliveby
Engagement Per Post on Instagram
Top Photo Tags (Keyword)
50
57
72
75
82
100
102
151
220
322
media
style
new york…
jewelry
shopping
food
blogging
photography
fashion
Top Topics on Twitter
Bao, 18, simplymeasured.com
0
10
20
30
40
50
60
Nu
mb
er
of
Co
mm
en
ts
Comments and Posts by Day and Time
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
0
2
4
6
8
10
12
12 AM 3 AM 6 AM 9 AM 12 PM 3 PM 6 PM 9 PM
Po
sts
Time of Day
Bao, 19, simplymeasured.com
Bao, 20, Alexa.com
Influencer
Analysis
• With the help of the tool
“truckur” around the
keywords of OTTE, New
York, Fashion, Designer
Clothing, there are at
least 3 valuable network
platforms to work with:
Bao, 21
Truckur.com
• vanessajackma
n.blogspot.com
• ny.racked.com
• stylecaster.com
Username Followers FollowingFollowers-to-Following
Tweets Listed Topics
yokoono 4,717,289 976,066 4.8 7,189 35,592celebrities, music, entertainment, japan, fashion
ErinAndrews 2,419,059 477 5,071.4 16,233 17,197sports, celebrities, entertainment, media, dancing with the stars
MarcJacobsIntl 2,153,708 1,485 1,450.3 15,510 7,894fashion, celebrities, branding, style, shopping
LILBTHEBASEDGOD 987,287 1,014,239 1.0 133,743 5,523music, celebrities, hip hop, entertainment, sodmg
TheCut 986,608 4,328 228.0 39,129 9,456fashion, media, blogging, style, new york city
JonahLupton 762,415 839,967 0.9 56,429 2,513entrepreneurship, internet start-ups, business, culture, west coast
nypost 695,074 41,340 16.8 58,935 14,518media, new york city, politics, journalism, fashion
NOH8Campaign 690,360 373,617 1.8 10,398 8,799lgbt, politics, gay lesbian and bisexual, celebrities, non-profit
Variety 676,295 304,779 2.2 79,531 10,912entertainment, media, films, movies, celebrities
polyvore 632,848 3,194 198.1 13,781 2,561fashion, branding, social media, style, beauty
Top Influencers Sorted by Followers on Twitter
Bao, 22, simplymeasured.com
Facebook Ad
Mock Up
• Objective: to increase brand awareness and trigger traffic to “otteny.com”
• Tactic: Launch a designing match by encouraging young/new fashion designers to upload their works on Facebook with the hash tag of
• “OTTEdesigner”. Those who get the most likes and shares will get the chance to work with OTTE and its cooperated designers.
• Audience demographic: European fashion designers and followers
• Launch time: keep it in line with school year
Bao, 23
- THE END