This is my digital marketing strategy for IKEA

1. IKEA
Digital Marketing Strategy

2. ABOUT IKEA
IKEA is a privately held, Dutch company
that designs and sells ready-to-assemble
furniture, appliances & home décor.
Three-step business model
• Our product range
• Our low prices
• A better everyday life

3. CURRENT CHALLENGES
In the United States market,
IKEA faces one major challenge:
Store Location:
• IKEA location stores are spread out across the US,
but mainly in urban areas. People maintain very
busy lives, make full shopping days difficult and
out of the way.

4. TARGET MARKET
Segment of Millennial generation: ages 25-40
• Looking to purchase new, affordable furniture
• Have considered online shopping
• Aware of the IKEA brand
These consumers are hoping to start a home improvement
project, but aren’t able to take advantage of the retail store
due to location.

5. INTERACTIVE BLOG
COMPETITION
This digital campaign will push consumers to the
IKEA online store, promising a monthly $5000
shopping spree to the most-voted personal story
created on the platform about one’s project.
• Blogging platform
• Social Media
• Google AdWords
• SEO

6. BLOG FORMAT
Blog will be the primary location of where to drive
consumers from other mediums. Interaction will
then lead to purchase from the online store.
Online platform will include:
• Story-sharing community
• Product Suggestion
• Photo galleries
• Voting Poll

7. SOCIAL MEDIA
Facebook should be the primary discussion
creator for social media, directing viewers to the
blogging platform and online store
Strategy:
• Limit tweets to allow for Facebook discussion
• Link hashtags to blogging platform
• Keep users informed and interested throughout period

8. SEARCH ENGINE
OPTIMIZATION
Tracking specific keywords like “Home
Renovation”, “DIY” and “IKEA” and providing
Google Ads in the search will drive people to
blogging platform and online store.
Strategy:
• Traffic Estimation based on keywords
• Assess effectiveness in Google Analytics mid-campaign

9. KEY FACTORS
TO SUCCESS
We hope the combination of incentive,
conversation and motivation to buy will
increase ecommerce sales by 5% after 1 year.
Additional Pros:
• Recognition of an opportunity (for all)
• Engagement of a community
• Inspiration to take action
• Similar digital campaign gained success

10. BUDGET & TIMELINE
The timeline for this campaign is one calendar
year, with higher advertising and promotion
during annual peaks and holiday seasons.
• Blog: 30% ($250,000 monthly)
• Social Media: 30% ($250,000 monthly)
• Points Per Click: 12% ($100,000 monthly)
• SEO: 20% ($166,666.67 monthly)
• Content: 7.4% ($61,666.67 monthly)
• Prizes: 0.6% ($5,000 monthly)
• TOTAL: ($833,333.33 monthly)
•
(10 million yearly)