Digital Marketing Strategies For A New Marketing Strategy

With the accelerating development of information technology, it is inevitable to be found the online community coupled with the human desire for connectedness. Indeed, there is a fact that the online social networking application Facebook registered more than 175 million active users in 2009 (Kaplan, 2010, pp. 59-68). In order to reach these digital consumers, corporations have shifted from traditional marketing to online marketing. Although some brands are struggling to tackle with its change and afraid of a radical shift of digitalization, Burberry, being well-known as the British luxury fashion brand, has successfully been able to shift its marketing strategies. The goal of this essay is to explore and identify the reasons why Burberry†¦show more content†¦It is clearly mentioned in a page of ‘Our Strategy’ of Burberry’s website that the new target becomes the young age group in global and would aggressively utilize digital marketing to reach them. The explanation for the change of employees into the younger generation and the reasons for as to dealing with the digital business as well as understanding its target of the young generation are provided on its web page. Therefore, Burberry redefined their brand concept as returning the origin which includes British culture by focusing on the two main products trench coats and scarfs and has decided to expand their business into digitalization unlike other luxury brands (Burberry). DIGITAL MARKETING STRATEGY After its shift of digitalization on business, Burberry has invested in the online brand community as it can be understood from the numbers of online users of over 17 million followers on Facebook, 5 million followers on Twitter, and nearly 6 million followers on Instagram in 2016 (Burberry). It is astonishing that among these social media including the official website, mostly the same ambiance is successfully being kept creating regardless of quite a few of followers. In other words, the British and sophisticated atmosphere are intentionally designed by showcasing their heritage products of trench coat and scarf. The first part of this