In this harsh retail environment, Burberry recognised the potential value of the digital media. In March 2009, with 175 million users on Facebook and 600,000 more joining it each day, Burberry began allocating marketing and public relations spend and dedicated personnel to pursue tech-age marketing.
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The luxury fashion house has partnered with Tencent, the developer behind Chinese social media and payment app WeChat, on a ‘mini program’ that “connects and rewards customers as they explore online and in store,” according to Burberry CEO Marco Gobbetti.
A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.
Social media platforms such as Facebook or Twitter are the best means to reach young consumers that are increasingly difficult to address via TV advertising. Burberry is the best-ranked luxury brand in the Top Social Network ranking by Famecount in 2011.
Why Burberry’s digital strategy is so good?
With a fantastic experience across all devices (especially on a 27” iMac!), clear user journeys, simple CTAs and gorgeous imagery, it’s a runaway success. The site itself has a navigation that links visitors to ecommerce, lookbooks, digital content such as Art of the Trench, Burberry Acoustic, and much more.
First and foremost, you need to determine your target audience. This is one of the most fundamental steps you should complete. It will help you establish the foundation for your entire strategy. If you don’t know your audience, you don’t know your customers, and you can’t market your products to them correctly.
Now, let’s dive in!
- Set SMART Goals. Pop quiz: why are you on social media in the first place?
- Identify Your Audience.
- Be Human.
- Seek Relationships, Not Just Followers.
- Create an Editorial Calendar.
- Automate the Right Way.
- Focus on Helping Over Selling.
- Optimize Your Accounts for Engagement.
One of the main reasons social media marketing is so effective is that brands can hyper-target ideal clients based on exact demographics. Showing ads to the right individuals is a critical part of the marketing process and must be taken seriously to avoid wasted ad spend.
How does Burberry promote?
Promotion Strategy of Burberry
Talking about its traditional marketing approach, it uses advertisement commercials, print, and outdoor advertising. However, over the years, Burberry has been focusing primarily on promoting itself via digital channels. The company regularly comes up with new campaigns and events.
How many followers does Burberry have on Facebook?
17
Leading luxury brands with the most followers on Facebook in 2020 (in millions)
| Characteristic | Followers in millions |
|---|---|
| Burberry | 17 |
| Dior | 17 |
| Dolce & Gabbana | 12 |
| Armani | 9 |
What’s the first step organizations and brands need to take when establishing a social media policy?
- Educate employees on the importance of having a social media policy for all team members within the organization.
- Reward the employees who are shining stars and are doing the right things on social media.
How does Burberry use technology?
Meanwhile, Burberry, which is a pioneer in the adoption of new technologies, uses artificial intelligence to identify counterfeit products. The British luxury player uses Entrupy’s AI-empowered, image-recognition technology, which can assess if a product is real or fake, thanks to its advanced algorithms.
What is the strategy of Burberry?
In 2017, we set out a strategy for transformation and growth, to elevate Burberry to a true luxury positioning. Since then, we have revitalised our brand, strengthened our product offer and elevated our customer experience.
What makes Burberry stand out?
Burberry sticks by its British identity, promising its customers the true-blue English style, through clean and smart designs, with checked prints being a well-recognized symbol of the brand. The Burberry trademark also gives consumers the assurance of consistency in the quality and durability of products delivered.
The 8 Best Social Media Platforms to Market Your Business in 2021 [Infographic]
- Facebook.
- Instagram.
- TikTok.
- Pinterest.
- Reddit.
- Twitter.
- LinkedIn.
- Snapchat.
Social media marketing requires an evolving strategy with measurable goals and includes: Maintaining and optimizing your profiles. Posting pictures, videos, stories, and live videos that represent your brand and attract a relevant audience. Responding to comments, shares, and likes and monitoring your reputation.
Social Media Marketing (SMM) is marketing that targets social platforms like Facebook, Instagram, TikTok for brand promotion, target audience growth, driving website traffic, and increasing sales.
Who is the biggest influencer?
First on the list is Cristiano Ronaldo, who currently has a total of 484.3 million followers across three social media sites. Next is Justin Bieber with 420.54 million follower count; Ariana Grande, 398.3 followers; Selena Gomez, 380.75 million followers; and Taylor Swift with 354.4 million followers.
Follow these top tips for increasing social media engagement below to achieve business growth.
- Talk About Your Topic (Not Just Your Brand)
- Join Question & Answer Sessions.
- Share Other People’s Content.
- Make Your Posts Visual.
- Add Relevant Hashtags (#) to Your Posts.
- Create Polls & Surveys.
- Run Contests and Giveaways.
Why is social media so attractive for consumers? It gives the consumer more power.
Meets Human Needs. People crave interaction and connection with other people. This is a main reason why social media has become so popular over the last decade. Via social media, brands can create opportunities to share and recognize loyal followers with special rewards and incentives.