digital marketing

Satisfactory Essays
In 2012, Calvin Klein Chief Creative Officer Melisa Goldie told WWD that the company’s digital spend was increasing and would account for 23percent of the overall marketing budget that year.
With Calvin Klein Inc reporting a US$300million adspend for 2012 – roughly 4percent of the company’s US$7.6billion in gross sales that year - that would have represented a US$69million investment in digital. With sales in fiscal 2013 around the same figure, let’s assume similar for last year.
Beyond this specific campaign, Calvin Klein works on a regular basis with a number of bloggers, inviting them to its fashion shows and other events. Hanneli Mustaparta, a Norwegian model-turned-blogger, has been working with the company since February 2012, when she was asked to curate Calvin Klein’s official Twitter feed in the leadup to the Fall/Winter 2012/2013 Calvin Klein Collection show. Two months later, she began contributing to the newly-launched Calvin Klein Tumblr. Mustaparta not only attends the shows, but is given backstage access to photograph models and also celebrities attending the shows.
The #mycalvins campaign certainly generated a lot of buzz and brand awareness and at the end of the day, that may be the real value in social media investment.
In the continued absence of any universal metric for measuring social media ROI, however, the jury is still out on whether or not social media drives any actual sales.
According to a recent Gallup poll in the US, just 5percent of respondents reported that social media influenced their purchasing decisions, with 62percent reporting social media channels have no influence at all.
According to Monetate’s recent Q-4 E-Commerce report, in terms of driving traffic to e-commerce sites, social media accounts for just 1.1percent of website visits, trailing far behind search, which accounts for 32.6percent, up from 29.8percent in the previous year.
Here is more from Malcolm Carfrae on the #mycalvins campaign and Calvin Klein's digital

You May Also Find These Documents Helpful

  • Satisfactory Essays

    digital marketing

    • 742 Words
    • 7 Pages

    How SMEs can increase Sales without adding Manpower? iSaptarshi Technologies This Training would equip you with Digital Marketing tools that will increase your customer reach & coverage. Workshop on Digital Marketing Tools & Strategies for SMEs Friday, 14th November 2014 10:00 AM to 5:30 PM How to plan an effective Digital Marketing campaign by yourself? www.isaptarishi.in / 99104 97673 Venue: Niesbud, A-23, Sector 62 Institutional Area, Noida (Scan the QR Code to…

    • 742 Words
    • 7 Pages
    Satisfactory Essays
  • Powerful Essays

    Digital Marketing

    • 1664 Words
    • 7 Pages

    Research Methodology Research Topic: “Digital Marketing” Presented by: Maie Mesbah Introduction Internet, technology and mobile has changed our world * To reach an audience of 50m took: Radio 50 years  TV 30 years  Internet 4 years  iPod 3 years  Twitter 2 years * We’re now always on, better connected, informed! * We’re now used to FREE and OPEN * Users assist in both rise and fall of mass reach in short * Timeframe, Power to the people. We’ve become…

    • 1664 Words
    • 7 Pages
    Powerful Essays
  • Better Essays

    digital marketing

    • 979 Words
    • 4 Pages

    NZIE Diploma in Applied Business 701Digital Marketing INTRODUCTION The core reason of failure in most digital marketing campaigns is not the lack of ingenuity in the banner ad or the sexiness of the website. It is not even (often) the key people of the organization. It is quite simply the lack of structured thinking about what the real purpose of the campaign is and a lack of an objectives set of methods with which to identify success or failure. This assessment will inform you…

    • 979 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    digital marketing

    • 614 Words
    • 3 Pages

    Digital Marketing Institute.ie Planning Your Digital Marketing Campaign Keith Feighery http://bit.ly/EquineConference Session Outline Understanding the Digital Marketing Landscape Components of a Digital Marketing Plan Objectives and Digital Goals Personas and Value Propositions Choosing your Digital Channels Questions and Answers Career Summary  Director of Digital Strategy with Digital Insights  14 Years experience developing and marketing web and digital applications…

    • 614 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Digital Marketing

    • 5015 Words
    • 21 Pages

    the web as a marketing medium. 2. The difference between digital marketing and traditional marketing practice. 3. Exploration of a range of digital marketing strategies with explanations of how they integrate with traditional marketing. 4. A description of the stages of analysis, development, implementation and control of digital marketing campaigns. 5. Survey of a range of e-tools to include social media marketing, blogs, rich media, email marketing, search engine…

    • 5015 Words
    • 21 Pages
    Powerful Essays
  • Satisfactory Essays

    Digital Marketing

    • 3302 Words
    • 29 Pages

    Planning Template 1 Introduction Digital marketing strategy Day 1: PLAN Day 2: REACH Contents Introduction.............................................................................................. 4 Day 3: ACT Welcome................................................................................................................................4 Some general advice to keep in mind when planning............................................................5 Creating a…

    • 3302 Words
    • 29 Pages
    Satisfactory Essays
  • Powerful Essays

    Digital Marketing

    • 3697 Words
    • 15 Pages

    Digital Marketing A brief report on how digital technology is changing consumer buying behavior in Ireland – December 2012 1 Integrated Marketing in the Digital Age The ways in which companies are connecting with their customers has changed…

    • 3697 Words
    • 15 Pages
    Powerful Essays
  • Powerful Essays

    Digital Marketing

    • 3872 Words
    • 16 Pages

    A PROJECT REPORT SUBMITTED BY ASHA KAKOTI AND PARUL NIGAM PGDM(G) 2010-2012 DIGITAL MARKETING: ORGANIZATIONAL AND MANAGEMENT CHALLENGES IN INDIA CONTENTS ABSTRACT 3 INTRODUCTION 3 WHAT IS DIGITAL MARKETING 4 DIGITAL MARKETING IN INDIA 6 CHALLENGES IN INDIA 8 POSSIBLE SOLUTIONS 12 CONCLUSION 14 BIBLIOGRAPHY 14 ABSTRACT Today everything is possible on the internet i.e. online be it making friends, selling goods, ordering snacks, shopping, ordering gadgets, booking flight…

    • 3872 Words
    • 16 Pages
    Powerful Essays
  • Best Essays

    Digital Marketing

    • 2473 Words
    • 10 Pages

    Table of Contents 1.0 Introduction 3 1.1 Market Summary 3 1.2 Marketing Mix 4 1.3 SWOT analysis 5 1.4 Competition 5 1.5 Product Offerings 6 1.6 Target Markets strategy 6 1.7 Financial 7 1.8 Control 7 1.9 suggestions 8 1.10 Conclusion 8 References 9 1.0 Introduction Digital Marketing is relatively new term appeared recently on the arenas marketing but to this day did not take a definition literally accurate unable to be described and defined aspects correctly…

    • 2473 Words
    • 10 Pages
    Best Essays
  • Powerful Essays

    digital Marketing

    • 2274 Words
    • 7 Pages

    In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time. Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work,…

    • 2274 Words
    • 7 Pages
    Powerful Essays