cim digital summit 2015 - hawes and curtis: anastasia roumeliotti's presentation
TRANSCRIPT
Case Study: There's no such thing as 'traditional' versus 'digital'
Anastasia RoumeliotiHead of MarketingHawes & Curtis
What’s all aboutTraditional Marketing• TV• Radio• Print (Magazines, Newspapers)• Outdoors (billboards, OOH,
etc.)• PR• Direct Mail/ Catalogues• Cold calls
Digital Marketing • SEO/ Content management• PPC/ PLAs etc.• Digital/ Mobile/ Text Ads• Remarketing/ Retargeting• Email marketing• Social Media• Apps
What’s the difference…Traditional Marketing• Focus on the means of
advertising• Mass ads, no
personalisation• Difficult to measure Reach
figures and effectiveness
• Using Internet and Technology to reach potential customers
• Personalisation• Real time feedback and data• Instant results
Digital Marketing
Integrated Marketing Campaigns
Key Message
Objectives
Strategy
Asset Development
Planning
Execution
Analysis
In‐store details
Windows
WEBSITE
Digital Campaign
Print Campaign
Social Media Comps
Lookbook
Email CampaignPress
Event
Results• Partnership amplification with Odeon, the Telegraph and Warner Bros
• PR results of value more than half a million £££
• Fashion bloggers/ influencers engagement• Increased website and store traffic