Digital Marketing Analytics of the Fashion Distributor OTTE New York
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This individual project aims to solve the following problems: 1. Where to find target audience online of this brand? How to increase attention from potential customers to these digital platforms? 2. How to trigger online response, interaction and word of mouth related to this brand? Is every resource used fully to ignite the selling point? Is the current overall online marketing strategy appropriate or well designed? 3. How to take advantage of the unique designer network? With the support of powerful analytic tools, such as Alexa, SocialCount, Truckur, Simplymeasured, I monitored and extracted pertinent data, including metrics (# of likes, shares, comments) and content (keyword, conversation themes, design) from OTTE and its competitors' website, Instagram, Twitter, Facebook, Pinterest, Weibo, Google+, and YouTube account, then utilized 3 analysis methods of social brand benchmarking, conversation audit, and influencer analysis so as to seek appropriate solutions for the questions above.
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Digital Marketing Analytics of the Fashion Distributor OTTE New York
- 1. S Web Analytics Report for OTTE New York Student Name: Mu Bao Email Address: mb5124@nyu.edu 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
- 2. Online Designer Clothing Sales Industry S Industry Introduction C 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 C 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
- 3. 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
- 5. 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
- 6. Methodology S Data sources C website, Instagram, Twitter, Facebook, Pinterest, Weibo, Google+, YouTube S Research span C from 10/01/2014 to 11/30/2014 S Data types C metrics (# of likes, shares, comments) and content (keyword, conversation themes, design) S Analytic Tools C Alexa, SocialCount, Truckur, Simplymeasured S Analysis methods C social brand benchmarking, conversation audit, influencer analysis Bao, 5
- 7. S Findings and Recommendations Digital Brand Benchmarking Conversation Audit Influencer Analysis Bao, 6
- 8. Digital Brand Benchmarking S 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
- 10. Digital Brand Benchmarking S 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
- 11. Digital Brand Benchmarking S 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
- 12. 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
- 13. 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
- 14. 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
- 15. No efforts on Google+ which is used well by its competitors. Bao, 14
- 16. 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
- 17. 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
- 18. 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
- 19. 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 facebook media style new york´ jewelry shopping food blogging photography fashion Top Topics on Twitter Bao, 18, simplymeasured.com
- 20. 0 10 20 30 40 50 60 NumberofComments 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 Posts Time of Day Bao, 19, simplymeasured.com
- 22. 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
- 23. Username Followers Following Followers- to-Following Tweets Listed Topics yokoono 4,717,289 976,066 4.8 7,189 35,592 celebrities, music, entertainment, japan, fashion ErinAndrews 2,419,059 477 5,071.4 16,233 17,197 sports, celebrities, entertainment, media, dancing with the stars MarcJacobsIntl 2,153,708 1,485 1,450.3 15,510 7,894 fashion, celebrities, branding, style, shopping LILBTHEBASEDGOD 987,287 1,014,239 1.0 133,743 5,523 music, celebrities, hip hop, entertainment, sodmg TheCut 986,608 4,328 228.0 39,129 9,456 fashion, media, blogging, style, new york city JonahLupton 762,415 839,967 0.9 56,429 2,513 entrepreneurship, internet start- ups, business, culture, west coast nypost 695,074 41,340 16.8 58,935 14,518 media, new york city, politics, journalism, fashion NOH8Campaign 690,360 373,617 1.8 10,398 8,799 lgbt, politics, gay lesbian and bisexual, celebrities, non-profit Variety 676,295 304,779 2.2 79,531 10,912 entertainment, media, films, movies, celebrities polyvore 632,848 3,194 198.1 13,781 2,561 fashion, branding, social media, style, beauty Top Influencers Sorted by Followers on Twitter Bao, 22, simplymeasured.com
- 24. 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
- 25. - THE END