Potential Future Digital Marketing Strategies - Relating to Case Study of Burberry.

Analysis of Burberry's digital marketing strategy within 2013

Throughout my next 12 blog posts, I will be analysing companies existing digital marketing strategies. First of all, I begin to analyse Britain's Luxury Fashion House - Burberry.

Post 1

Burberry completely overhauled their digital marketing strategy and in turn has boosted their profits by 17% from £883 million in 2012, to £1,031 million in 2013. Burberry (2013) 
A collaboration between Burberry and Google, resulted in a digital marketing campaign named 'Burberry Kisses.' This campaign allows users to capture a print of their kiss on a smartphone or webcam and send it in a digital letter to the object of their affection. visually immersive and interactive experience that allows users to send letters sealed with a virtual kiss to friends and loved ones across the globe.

This campaign alone resulted in Burberry's name being transposed all throughout social media with promoted adverts, the social word of mouth; virtual kisses could be shared via email, or Twitter and Google+, whilst doing so increasing awareness via these different channels to multitude of potential consumers and audiences. Throughout 2013, Burberry cleverly ignited consumer interests by introducing festive holiday inspired kisses to increase users to send them over Thanksgiving, Christmas and New Years, therefore continuing to capture the target audience. 

The Guardian (2013) view the campaign as a 'clever and charming example of humanising technology in order to interact with the consumer.' 
Many people who used this visually immersive and interactive experience may not be current customers of Burberry, but the company are hopeful that this entry point will stick in potential consumers minds, with Burberry certainly hopeful that they make a long lasting impression.
Ryan & Jones (2012) believe that innovative ways typical of campaigns such as Burberrys, will be five fold over the next 5 years, with majority of companies using emerging technology to connect with their target audiences. 

This is the start of many interesting innovative digital marketing strategies that will be in the public's view over the coming years!! 

Further Burberry Digital Marketing Strategy Analysis to follow in my next blog post!