Burberry is developing a new digital strategy to engage customers. It will focus on optimizing their social media presence on Facebook, Twitter and Instagram, developing a responsive mobile-friendly website, using display ads and search engine marketing, personalizing the customer experience through content marketing and emails, and connecting with millennials through apps and mobile websites. The strategy also involves updating retail stores with personalized sections, moving from traditional marketing to more experiential approaches, and maintaining a consistent brand image across all media platforms through fresh content.

1. BURBERRY’S UPCOMING
DIGITAL STRATEGY
Emma Niemeyer: ADV 420 Section 730

2. CURRENT SOCIAL MEDIA
• Consumer Lifestyle
• Buyer Experience
• Digital Target Audience
• “The Big Three”
1. Facebook
2. Twitter
3. Instagram

3. WEB DESIGN
• Accessible
• Fluid
• Responsive
• Up-to-date Web
Design
• Mobile Devices
• Effortless,
Attractive
Experience

4. ONLINE ADVERTISING
• Display Advertising
• Search Engine Marketing
• Social Media
1. Facebook
2. Twitter
3. Instagram
4. Snapchat
• Analytics

5. INBOUND
• Personalization
• Content
Marketing
• Email
• Funnels
• Customization
Platforms

6. MOBILE/APPS/WEBSITES
• Connecting
Millennial's and Apps
• Recognition
Platforms
• Consumer
Engagement
• Potential to Build
Awareness and
Loyalty

7. RETAIL STORE LAYOUT
• Revolving Door
Update
• Distinctive Store
Sections
• Segment the
Different Product
Labels to Personalize
Each Visitor’s Store
Experience
• Maintain Exclusivity
to Each Customer
through Digital
Interaction

8. MOVE FROM 4
P’S TO 4 E’S
• Product to
Experience
• Price to
Exchange
• Place to
Everyplace
• Promotion to
Evangilism

9. MARKETING MIX STRATEGY
• Preserve a Consistent Brand Image and
Reputation
• Engage Consumers Through
Communication Methods Generating a
Maximum Response
• Carry a Constant Renewal of Fresh
Content Through All Media Platforms

10. BURBERRY WORLD
CAMPAIGN
• Increase Traffic to
Major Social Media
Pages
• Continue to Maintain
Favorability of the
Burberry Brand
• Increase Visitors and
Sales on the Burberry
US Website