This digital strategy document outlines objectives to increase brand awareness, sales, and search rankings through social media, Google Adwords, SEO, and inbound marketing tactics. The target audience is consumers searching for high-quality apparel. Key performance indicators include sales revenue, search rankings, and social media followers. The budget allocates $40 per day for Google Adwords clicks and $138 per hour for a social media team.

1. Rise To The Top: A Digital Strategy

2. Strategy Objectives
❒ Define target
audience
❒ Increase brand
awareness and
preference
❒ Increase sales and
search rankings
❒ Maintain a smart
budget
❒ Implement social

3. Target audience
 Consumers searching
for high quality
apparel
 Men
 Women
 Children

4. Strategy tactics
 Advertising and
marketing through use
of social media
including:
 Facebook
 Instagram
 Twitter
 Tumblr
 Blog
 Google Adwords
 Google Analytics
 SEO

5. Budget
 Google Adwords daily
budget = $40
 205+ clicks
 $0.19 per ad click (or
CPC)
 205 x .19 = $38.95
 Social media team
cost
 $138 per hour
 780 hours total (15
hours/week x 52
weeks)

6. Key performance indicators
 Sales revenue
 Search engine
rankings/results
 Consumer traffic via
Google Analytics
Results
 Number of
followers/subscribers
through social media

7. Inbound Marketing & Mobile
Strategy
 Personalized emails
 Lead nurturing
 Blog optimization
 SMS alerts and
coupons

8. Google Adwords
 Customized ads for
apparel searches
 Lower CPC rate
 Higher quality score

9. Google Analytics & SEO
 Google Analytics to
monitor what is said
about the brand and
products
 How many times
consumers visit our
blog and website
 Tags and keywords to
increase search
rankings

10. The future of ralph Lauren