______________________________________________

Presented by:

Lwula Rakotoarison, 1334522 Nada Halaoui, 6213057

Nour El-Mohri, 6597068 Nadine Zahran, 6951252 Yaguang Zhao, 9753044

Presented to: Professor Lina Racaniello

Mark 452 (E-Marketing) John Molson School of Business

Concordia University _____________________________________________________________________________

_______

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Table&of&Contents&Executive&Summary&.............................................................................................................................&3!

External&Analysis&..................................................................................................................................&4!1.1!PESTL!Analysis!........................................................................................................................................!4!1.2!Competitor!Analysis!...............................................................................................................................!5!1.3!Customer!analysis!..................................................................................................................................!5!

Internal&Analysis&...................................................................................................................................&5!

Digital&Marketing&Objectives&............................................................................................................&8!

The&Coveteur&App&.................................................................................................................................&8!

Digital&Tactics/Strategy&......................................................................................................................&9!2.1!Email!Marketing!.....................................................................................................................................!9!2.2!Display!Advertising!...............................................................................................................................!10!2.3!PPC!Advertising!....................................................................................................................................!11!2.4!Affiliate!Marketing!&!Public!Relations!.................................................................................................!11!2.5!Social!Media!.........................................................................................................................................!12!

Conclusion&............................................................................................................................................&15!

Appendix&..............................................................................................................................................&16!Exhibit!1:!PIPEDA!Privacy!Principles!...........................................................................................................!16!Exhibit!2:!Customer!Profiles!.......................................................................................................................!17!Exhibit!3:!SWOT!Analysis!............................................................................................................................!18!Exhibit!4:!Landing!page!for!1st!email!..........................................................................................................!19!Exhibit!5:!1st!email!......................................................................................................................................!20!Exhibit!6:!2nd!email!.....................................................................................................................................!20!Exhibit!7:!Display!Advertising!–!Web!banner!.............................................................................................!21!Exhibit!8:!PPC!keyword!phrases!analysis!....................................................................................................!21!Exhibit!9:!Youtube!channel!wallpaper!........................................................................................................!22!

Bibliography&........................................................................................................................................&23!

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Executive&Summary&

Launching the app of the year, The Coveteur, a Canadian fashion-based website exploring the homes and closets of global stars is studying the online market in order to be one of the top ten fashion website in North America. It allows consumers to go into their fans’ homes and discover where they purchased certain items from and referring the fans to a link to make the purchase of interest. Similar to other websites in this industry, The Coveteur has direct competitors that offer content-based fashion websites and magazines integrating e-commerce into their websites. Furthermore, it also faces indirect competitors such as e-tailers in the high-end fashion segment. The Coveteur’s target market is working consumers between the ages of 18 to 55 who have a passion for high-end fashion. The launch of The Coveteur app will lead to higher customer traffic, therefore deepening customer engagement through the flexibility and convenience of smartphones. The blog layout, virtual closet, social feature, and location services are the features available in the app. The tactics that are used to launch awareness of the app and the website and to increase customer traffic include: email marketing, display advertising, pay-per-click (PPC) advertising, affiliate marketing, public relations, and social media. Through the use of these advertising methods under each tactic, The Coveteur would successfully be able to increase the traffic on their website by 5% and get 20% of their customers to download the app the first year. Consequently, The Coveteur will be able to launch their app with a greater customer base.

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External&Analysis&

1.1&PESTL&Analysis&

Political/Legal

Effective as of January 2004, the PIPEDA legislation limits the type of information that can be collected by companies (Exhibit 1). As a result, personal data gathered from customers has to be deemed necessary for the company, and can only be accessed by employees who require it for transactional or other business-related purposes. Website users need to know the implications of any released information, while giving their explicit consent – at any time, they may also ask companies to declare all the information related to their profile.

Socio-cultural

Nowadays, there are many ways in which consumers use their mobile phones. They not only enjoy communicating with each other through social media networks, such as Facebook, Instagram and Twitter, but also regularly engage with companies over the Internet due to the immediacy of responses and personalized answers.

Statistics show that 9 out of 10 mobile searches lead to an in-store visit or a purchase (Newman, “4 Technology Trends Disrupting How We Communicate”). Indeed, consumers turn to online researching rather than browsing in physical stores: they make the final purchase at the latter only after deciding which products to buy.

The Digital Life and Consumers report by Euromonitor has identified six trends that are particularly relevant to the online interface. These cover the prominence of Internet shopping, the role of citizen advertising, the changing behavior of generations Y and Z (including recent social network platforms and the concept of micro-blogging) and the rise of mobile ‘onliners’.

According to the same report, the integration of e-commerce and social media is a major phenomenon. For example, “Twitter is venturing into online shopping by adding a new ‘buy now’ button that retailers can embed into tweets” – this includes mobile transactions as well. Although this new option is mostly adopted on a small scale in the U.S, it is slowly evolving for “flash sales, one-off promotions or offers [that] could perform well on the platform”, stated Tarun Jain, Revenue and Commerce product manager at Twitter.

Moreover, citizen advertising – which is also known as “crowdsourcing” – is becoming an increasingly popular tool for creative agencies. Indeed, “brands are now working with consumers to promote themselves, co-create and relate” (Euromonitor). At the same time, consumers are now viewing social networks as a saturated space, and thus looking to express themselves elsewhere. This is especially true for Facebook; as it is rapidly losing its "coolness" factor, more users, especially younger ones, are “migrating to alternative platforms” (Euromonitor).

Technological

Over the past few years, technology has drastically changed our day-to-day lives. Sales of tablets and smartphones are increasing every day and are expected to grow – in 2013, more than one billion mobile phones were sold (Newman).

In addition, data collection has evolved due to the popularity of the Internet. Today, statistical information can be gathered through many platforms: social media networks, email campaigns,

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websites, etc. Finally, the rise of various softwares enables companies to gain valuable insights based on data analysis.

1.2&Competitor&Analysis&

As of 2006, there were approximately two million fashion and shopping-related blogs (Corcoran). Specifically, The Coveteur faces direct and indirect competition that can be classified into three distinct categories.

The first, and direct types of competitors are content-based fashion websites that offer shoppable editorials. Major players in this category include Refinery29, Editorialist and Style.com. While none is concerned with the homes and closets of fashion insiders – which is The Coveteur’s concept – they do offer similar content such as trend reports, backstage beauty, interviews of pop culture’s influencers, etc. As part of the Condé Nast Media group, it should be noted that Style.com has a strong brand awareness and is the most-visited women’s fashion website. Launched in 2000, it is also known for covering red carpet events and reviewing designers’ latest collections during fashion weeks.

With more and more publishers exploring online revenue sources, fashion magazines are finding ways to integrate e-commerce on their respective websites, making it the second category of competitors. For example, the leading Canadian magazine “Fashion” has implemented shopfashionmagazine.com; items that used to live only on glossy pages can now be instantly purchased. Similarly, Harper’s Bazaar has launched shopbazaar.com, while Vogue has recently partnered with a fashion tech company to render its Instagram feed shoppable.

Finally, indirect competitors include e-tailers in the high-end fashion segment that have a strong content strategy. Launched as an e-commerce website, Net-a-Porter.com’s staff ranges from salespeople to former magazine editors. As a result, the website is able to offer valuable and curated content based on its selection of luxury items. The company has since ventured into print publishing: the first issue of “Porter Magazine” was made available in February 2014.

1.3&Customer&analysis&

The Coveteur’s target market is composed of working consumers between 18 and 55 who have an interest for high-end fashion. Although mostly directed towards women, the website is slowly integrating content that would also resonate with male users. Most importantly, The Coveteur’s audience looks up to the same reference group: “insiders” from creative industries. Indeed, the target market is influenced by the latter’s taste in high-end fashion and a sophisticated lifestyle that revolves around travel, culture and art. Users also share an interest in popular culture: they are aware that famous celebrities and “it-girls” define the latest trends, and consider them as role models. A more detailed analysis of our customers can be found in the Appendix (Exhibit 2)

Internal&Analysis&

Founded in January 2011, The Coveteur is a Canadian website known for its unique “behind-the-scenes” perspective. Amongst the vast sea of street style and fashion bloggers, the website’s

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unique and initial concept immediately stood out: exploring the homes and closets of “tastemakers” (in other words, celebrities and influential personalities from various backgrounds) through tasteful and curated visuals. Indeed, The Coveteur’s success comes not only from its use of appealing photography and creative writing, but most importantly from its exclusive access to the private homes and wardrobes of famous actresses, models, artists, etc.

Figure'1:'Images'from'Rachel'Zoe's'closet'and'home'by'The'Coveteur'

Set up in Toronto, The Coveteur started as a self-funded venture that mostly grew organically. In the beginning, founders had to reach out to people and most individuals who granted access to the website were referrals. As The Coveteur evolved, however, being featured on the site (or, “coveteur’d”) quickly became associated with having a certain status and popularity – so much so that it now receives pitches from those who seek to be profiled. It is also important to note that through physical encounters with so many fashion “insiders”, The Coveteur has built up a highly valuable network.

In late 2012, the founders decided to revamp the website in order to increase monetization and to capitalize on website visits: at the time, the site had received a total of 5 million visits, with 700 000 monthly page views and 150 000 unique visitors per month (Strugatz, “Style Web Site The Coveteur Gets an Update). To increase engagement, the website focused on improving content: larger pictures, more frequent posts, etc. As for monetization, The Coveteur introduced an e-commerce element: by clicking on “Get The Look”, users were now able to purchase featured

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products – while the entire checkout process used to be carried out integrally on The Coveteur site itself, it has slowly been outsourced to websites such as Saks Fifth Avenue and Asos, for example. The design and implementation of the new changes required outside funding, and investors included Canadian rapper Drake. After raising $500,000, the founders were able to hire a CEO for day-to-day management. So far, the website generates revenues from advertising, integrated advertising, e-commerce and affiliate programs. As of 2013, the website has approximately 19.7K unique visitors per month and 143.3K daily pageviews (Statstool).

Meanwhile, The Coveteur’s unique aesthetics and styling have caught the attention of luxury

brands and fashion publications alike. Indeed, the company also acts as a creative agency and leverages revenue through online and offline collaborations with iconic brands, including Bulgari, Banana Republic, Vogue, Chanel, and many more. In just a little over three years, The Coveteur has grown into an authoritative fashion figure, and is highly regarded by both users and industry professionals. The website has won various prizes including “Best New Visual Creator” from the National Magazine Awards, as well as a nomination in the “Image Maker” category for the Canadian Arts & Fashion Awards.

While the website has primarily focused on fashion figures in its early days, founders are now starting to feature various personalities to expand the website’s user base. The Coveteur is also present on Facebook, Twitter, Instagram, Pinterest, Tumblr, YouTube and Bloglovin’.

A summary of the External and Internal Analysis could be found in the Appendix, Exhibit 3 (SWOT Analysis)

Figure'2'?'Holt'Renfrew’s'Fall'2011'footwear'lookbook'by'The'Coveteur

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Digital&Marketing&Objectives&

The Coveteur is a well-known fashion-oriented website. However, it has not reached its full potential. The main objective is to become one of the top ten fashion websites in North America. In order to accomplish this objective, two goals must be achieved. The first goal is to increase brand awareness by increasing traffic to the website by 5%. The second goal is to increase user engagement with the brand through the use of our app, which can be reached by getting 20% of our customer base to download the app within the first year. The following Digital tactics will ensure that our overall objective is attained.

The&Coveteur&App&

After a 360 review of The Coveteur, we’ve determined that the company should utilize a mobile application as a tool to strengthen its market position. Apps not only lead to more customer traffic — which in turn, increases brand awareness — but also deepen customer engagement through the flexibility and convenience offered by smartphones. As digital marketing consultants, we are suggesting the launch of The Coveteur app, which will be marketed via various digital tools. First of all, a newsletter campaign will inform registered accounts about the new featured app. Second, pay-per-click advertising will be used to improve SERPs. Finally, we will feed our targeted customers with social media updates.

In terms of design, the app will incorporate the same aspects as that of The Coveteur’s

desktop website, which ensures brand consistency. The app will be available on both Apple’s iOS and Google’s Android platforms. Once the app is opened, several features will be available:

• The blog layout will remain similar to the current website version, but will be optimized to suit smartphone browsing. Users can still go through celebrities’ closets, behind-the-scene editorials, watch videos about designers and stylists, and purchase featured items.

• The Virtual Closet will be a new value-added feature that only exists on the app. While browsing stories, users can add items of interest to a virtual closet – products are thus saved in the individual’s “personal space”. Additionally, consumers will be able to upload a picture of themselves and see how products would fit on their silhouette.

• The social feature will enable users to explore others’ virtual closets - without being able to see their personal photo. They will also be able to “follow” the closets that they like.

• Location services will be incorporated within the app. This will allow consumers to locate the nearest physical stores that carry the products they are looking for.

'''''''''''''''''Figure'3:'The'Coveteur'app'logo'

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Digital&Tactics/Strategy&

2.1&Email&Marketing& The Coveteur currently offers users the option to sign up for a newsletter. This e-marketing tool is a great way to keep in touch with the site’s customer base, while being very cost effective and completely measureable. Our email marketing strategy has two purposes:

1. Presenting the new app to current subscribers

Users that have subscribed to the current newsletter program have a genuine interest in The

Coveteur’s latest updates and posts. Sending them an e-mail to highlight the app’s launch will definitely be of interest to them.

The subject line in the first email will be: “Your personal closet – on YOUR phone!” It will be sent a month before the app’s release, with the purpose of notifying users that the app will be launched soon. By keeping the content of the email “mysterious”, we intend to generate curiosity and intrigue around our mobile application. The “above the fold” area of the email will include some information about the app, its design and a release date. For more information, consumers will be able to click on the link http://www.thecoveteur.com/app, which will redirect them to the appropriate landing page (see Exhibit 4). The latter will also include some of the website’s latest content, such as posts and videos (see Exhibit 5). The success of our email marketing tactics will be measured by the CTR: how many people clicked on the link (or, call to action) to learn more about the app.

The subject line of the second email will be “Download your own virtual closet now!” This email will inform consumers that the app has been released: the CTA is to directly download the app. Once again, the app’s benefits and information will be outlined, as well as some of the website’s latest updates (see Exhibit 6). There are two KPIs in order to measure the effectiveness of this email:

• Click through rate (CTR): how many people clicked on the call-to-action (CTA) “download the app” in the email

• Conversion rate: how many people actually downloaded the app

However, there are also KPIs that are useful for both emails:

• Number of emails delivered • Number of bounces • Number of unique emails opened (open rate) • Number of unsubscribes

2. Growing the number of subscribers in the newsletter database

Currently, a small box on the right-hand side of the website’s pages entices users to subscribe to

a newsletter (see Figure 4). The only information requested is a user’s personal email. Unfortunately, this does not allow The Coveteur to gain meaningful insights on the current customer base. Additional data needs to be collected, such as:

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• Name, Surname, title • Gender (optional) • Country • Date of birth (optional) • Frequency

The website will thus be able to tailor its content based on customer demographics. It should also be noted that the sign up box has the same color as the rest of the website, and as a

result, does not stand out. The box needs a more “vibrant” and noticeable design. It should also outline clear benefits and incentives that’ll encourage consumers to sign up, i.e.: having access to exclusive information from fashion insiders, such as the best restaurants in NYC, career tips, trendy hairstyles of the moment, etc. We will measure the effectiveness of this tweak through database growth – in other words, the number of new subscribers.

Figure'4:'Newsletter'sign?up'

2.2&Display&Advertising&&

To increase brand awareness for the mobile application and The Coveteur website in general, display advertising will be implemented, using mainly multiple types of banners. These will mostly be present on blogs related to fashion, lifestyle and beauty-related topics.

Similarly, web banners and wallpaper advertising will be used to promote the mobile application. For example, the wallpaper will be used as a background on The Coveteur Youtube channel. Web banner will be sold to blogs and fashion website that contents are related to fashion, lifestyle and beauty. More specifically, web banners will be displayed on brand ambassadors’ blogs/websites. For example, called Collabs on their webpage, The Coveteur do partnerships with brand such as Amazon Europe and with professional personalities like jewellery designers, fashion designers, interior designers, etc. The sponsorship deal would be to advertise these display banner on their blog, website and social network interface to promote the mobile app launch. (Exhibit 7)

Moreover, the banners would be resized to mobile and tablet use with RSS feed and mobile coding. Payment model will be based on CPM. For mobile, the optimized banner measurement will track number of clicks from mobile and actual downloads from mobile banners.

KPIs related to display advertising include CTRs, as well as tracking codes to see how many impressions have been registered. Moreover, we can compare the CTR of banners leading to the app

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desktop page versus actual downloads. Downloads would be tracked from the mobile to know from were the referrals are coming from.

2.3&PPC&Advertising&

In order to increase brand awareness, we decided to implement two pay-per-click campaigns: the first is designed for desktop SERPs (driving traffic to The Coveteur website) and the second for mobile SERPs (attracting mobile users to the official app download page, in other words, on Apple’s iOS and Google’s Android platforms).

PPC advertising has many advantages for our e-marketing campaign. First of all, it is quick and easy to set up, and has low barriers of entry. Indeed, this strategy will require minimal development time. Moreover, it is a highly measurable and tractable tool for the company – this helps in analyzing and understanding customer behaviours and preferences.

To guarantee a high exposure rate for our chosen keywords, both of our PPC strategies will be set up through Google AdWords. According to the platform’s keywords planner, single keywords such as “fashion” have a high competitive bidding price. Longer phrases are thus ideal: they achieve higher conversion rates and are available at a relatively cheaper price. Measuring and tracking our PPC campaigns will involve key performance indicators, including average monthly searches, click through rate, daily clicks and daily expense.

There are two PPC keyword phrases that can be used to drive traffic to the company’s desktop website. “Fashion blog” is the first string of keywords that perfectly defines The Coveteur. Most importantly, it has an average of 74,000 searches per month and very low competition based on Google’s keyword planner. The maximum bid will be set at $1 for every click on this keyword, therefore the CTR would be 3.5%, and daily clicks will be 139.36. (See Exhibit 8).

Since our target audience regularly keeps up with celebrity fashion, our second keyword phrase is “Kim Kardashian dress”. This highly targeted term, which is associated with an influential female figure in North America, is placed lower down the purchase funnel. According to Google AdWords, its average monthly search is 8,100 and bidding price is quite low. If we enter a maximum bid of $1 per click, the keyword can generate a CTR of 2.5% and 67.84 clicks per day. (See Exhibit 8)

Finally, “fashion app” is the keyword phrase that aims to bring targeted users to The Coveteur app page. It is highly related to the newly designed app. Based on the results from Google AdWords, it has a very high CTR 8.0% if we enter with a maximum bidding price $1 for every click. Also, it has an average page position 1.9, 6.84 daily clicks, and 85.71 daily impressions. Finally, the daily expense would be $3.54 (See Exhibit 8).

2.4&Affiliate&Marketing&&&Public&Relations&

The use of affiliate programs will be essential to The Coveteur’s e-marketing strategy, and should encourage downloads of the mobile application as well as continue to drive traffic to the main website.

To increase the number of users who download the app, strategic agreements with mobile affiliates are key. The reward model will consist of CPA – the action is defined as the app being

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downloaded. Desktop sites that refer users to The Coveteur’s app description page will be rewarded on a CPL basis. The measurement of this tactic will be based on the CTR and conversion rate — future investments will be directed to the most effective affiliates.

Our affiliates will reflect the tastes of our target audience, and must offer content that is deemed valuable to our users. To drive quality traffic and to make sure the app is visible to the right audience, our affiliate program will be carried through personal, content and niche sites. Criteria when choosing such sites include traffic volume, brand image, website design that is suitable for mobile browsing, position across various social media channels, as well as the blogger’s authoritative voice; we particularly look for influencers who have gained recognition via online/offline brand collaborations.

As a content-based website, The Coveteur has successfully crafted a distinct voice amongst the saturated fashion blogosphere. While the site has experienced organic growth, The Coveteur’s new app will need the support of PR tactics. Based on the company’s SWOT (see Exhibit 3 in appendix), the company’s PR strategy intends to leverage the company’s networking and reputational resources. By visiting the homes and closets of renowned bloggers/media personalities, The Coveteur can implement a PR outreach tactic thanks to the valuable relationships it has formed with those individuals. Furthermore, online efforts designed to introduce the new app can be complemented with offline PR activities. A mobile app launch party, for example, will ensure that The Coveteur gets relevant media coverage.

2.5&Social&Media& Social media to advertise Create a social page for your app: Facebook

Since Facebook is the biggest social media to promote your app, enhancing additional eye catching content on the fan page is an important necessity for brand awareness in online marketing. Through Facebook, you can target your ad to a narrow segment, therefore getting a hold of the right target audience. Moreover, Facebook has a mobile app, which allows you to display mobile friendly ads in order to target heavy mobile users. Advertising your app through Facebook ads will help increase your online fan base and number of likes received on Facebook.

Engagement ads could be placed in order to help accumulate ‘likes’ and ‘shares’ online.

For instance, The Coveteur’s ad about a new clothing line has to be liked and shared in order for the customer to be eligible to view it. Moreover, promoted posts could be used in The Coveteur’s fan page about new clothing lines or new celebrity closet updates. The posts would have a goal of reaching 400+ likes in order to be eligible as an ad.

The ability to share their Coveteur likes on Facebook news feed, consumers would

increase their engagement with the website through the use of the app. This causes consumers to feel efficient in being able to automatically update their posts to their Facebook account.

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Consumers would look forward to constantly log in through the app as they are constantly on their phone. Hashtag your app

Twitter is key to reaching users and engaging with them. Detect the influencers of your industry and track what they say through Twitter through the use of hashtags. Twitter can also help in increasing customer support and responding to your customers regardless of their positive/negative comments, which leads to building customer relationships. Twitter would help you, as a company know what the public is saying about you and how you are framed as a company in the audiences’ mind. The engagement between the customer and the company would increase brand awareness online. The Coveteur should use promoted tweets in order to catch consumer’s attention as soon as they log in since they appear at the top of a user’s timeline. Promoted accounts of top Coveteur regular customers should be used in order to encourage consumers to relate to other customers who are interested in the similar fashion trend as them.

The feasibility of consumers being able to instantly post their feedback or comments through the use of their app would encourage consumers to visit the app more often instead of logging onto the website. Customers can search for similar comments or interests through searching the hashtag, such as #2014toptrend, #rihannalook, #toplooks2014, #thecoveteurcloset and most importantly #thecovapp Google+

It is the fastest growing social media network that is used to enhance location-based marketing. It helps in search engine optimisation by allowing you to target advertising methods to specific segments, therefore, enabling you to personalize it. The personalization of segmentation would increase the customer’s awareness to the company. Google+ will allow The Coveteur customers to share their ‘likes’ and posts on a social platform therefore increasing awareness among other customers as well.

Google+ encourages engagement and the use of user generated content to increase unique experiences and brand awareness. The ability of Google+ to be tied to one’s gmail account and contacts encourages user activity through the use of the app as it directly informs one’s gmail contacts what he/she is engaged in.

Google+ allows marketers to tailor the consumer’s search based on his/her social media profile. Therefore, when you search a specific item, you can see who from your social media base chose that specific item as well. This provides social assurance among consumers therefore causing them to click on the item, eventually leading to higher rate of traffic.

The Coveteur should make their customers use keywords when they post updates and share

their images in order to increase the chances of the website showing up when customers search specific keywords. Furthermore, the Coveteur could place a banner on their profile to promote their app to increase the efficiency and adaptability for consumers. Through Google SEO, the Coveteur would target the best keywords, therefore leading customers to the desired page, leading to increased traffic on the website. Through the use of the +1 results, posts can be shared with people in your google circle therefore increasing the awareness and engagement among customers

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Instagram The Coveteur’s online presence can be further strengthened through the use of the most

popular online photo-sharing medium: Instagram. This could be done by encouraging consumers to post a photo of their clothing selections into instagram with them wearing it vs. a photo of their selection viewed on the virtual closet. This comparison could enhance the consumer's awareness about the effectiveness and reliability of the virtual closet in the app and leave the consumers to judge the results themselves.

Instagram would enhance the engagement of consumers and excite them to post their pictures, therefore increasing the number of likes and followers each user has on Instagram, which further results in greater brand awareness.

To encourage the download and immediate engagement within the new app, an Instagram contest will be launched: the first 500 app users who edit a virtual closet, share it with friends on social media and mention The Coveteur will run the chance to win the entire contents of his/her virtual closet. Youtube

A teaser will also be published on the The Coveteur channel to promote the app and insert direct link on their video teaser, as well, as their profile channel. Measurements will be the number of views of the video as well as the number of click through the wallpaper banner.

A wallpaper banner would be installed when the app launch starts. As a 15 second publicity, the teaser will also be part of display advertising to expose the video in other fashion and lifestyle channels on Youtube. For mobile, the measurement of this display ad will track number of click through Youtube and number of downloads through Youtube’s ads referral. (Exhibit 9)

Together, the appropriate use of top social networks will contribute to increased brand

awareness and user engagement via The Coveteur mobile app. Measuring social media can be done in many ways. The effectiveness of Facebook ads, for instance, relies on CTR. Hootsuite’s platform can also generate meaningful insights: the evaluation of the website’s social media integrations, the identification of key influencers, the tracking of fan growth, feeds of the site’s activities on all social media networks, social demographics, and customer sentiment.

Through the use of the Daily Mention module of Hootsuite, The Coveteur would be able to build a better a clearer vision of their target as the company would gain insight on who is mentioning their website on Twitter. With the use of this module, the company would be able to see the count mentions per day, mention date, mentioner name, and mention text on Twitter. Furthermore, the Retweet Analytics module would allow the company to track and view daily retweets within a specified time frame. Through the updated Retweet module, the marketer would be able to view the count of retweets per date, date of original tweet, number of retweets for a particular tweet per time frame, date of retweet, retweeted name and text. (Torr)

Moreover, through the use of this social media campaign management, it would be able to track the effectiveness of engagement and the degree of successful publishing through this social media management system (Pletz).

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Hootsuite would also be able to measure, within Google+, the number of customers who share your posts and who are their influencers. This tool helps in measuring the engagement among consumers in terms of the higher number of posts you share with influencers leads to a higher percentage of engagement your post will receive. Most importantly, if Google records this engagement then the company is aware that their ad is influencing search.

Conclusion&& The Coveteur, a well-known fashion website in North America, wants to become one of the top ten in their industry. In order to do so, two main goals needed to be achieved. The first goal was achieved through the creation of the app and its advertising. The tactics used were PR, e-mail marketing, PPC advertising and social media. The second goal was attained through the tactics that drive traffic to The Coveteur’s website and increase user-engagement, such as display advertising, affiliate marketing, PPC advertising and social media.

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Appendix&

Exhibit&1:&PIPEDA&Privacy&Principles& Principle 1 – Accountability An organization is responsible for personal information under its control and shall designate an individual or individuals who are accountable for the organization’s compliance with the following principles. Principle 2 – Identifying Purposes The purposes for which personal information is collected shall be identified by the organization at or before the time the information is collected. Principle 3 – Consent The knowledge and consent of the individual are required for the collection, use, or disclosure of personal information, except where inappropriate. Principle 4 – Limiting Collection The collection of personal information shall be limited to that which is necessary for the purposes identified by the organization. Information shall be collected by fair and lawful means. Principle 5 – Limiting Use, Disclosure, and Retention Personal information shall not be used or disclosed for purposes other than those for which it was collected, except with the consent of the individual or as required by law. Personal information shall be retained only as long as necessary for the fulfillment of those purposes. Principle 6 – Accuracy Personal information shall be as accurate, complete, and up-to-date as is necessary for the purposes for which it is to be used. Principle 7 – Safeguards Personal information shall be protected by security safeguards appropriate to the sensitivity of the information. Principle 8 – Openness An organization shall make readily available to individuals specific information about its policies and practices relating to the management of personal information. Principle 9 – Individual Access Upon request, an individual shall be informed of the existence, use, and disclosure of his or her personal information and shall be given access to that information. An individual shall be able to challenge the accuracy and completeness of the information and have it amended as appropriate. Principle 10 – Challenging Compliance An individual shall be able to address a challenge concerning compliance with the above principles to the designated individual or individuals accountable for the organization’s compliance. Source: https://www.priv.gc.ca/leg_c/p_principle_e.asp

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Exhibit&2:&Customer&Profiles&

Sally is 27 and works at L’Oréal. She has a healthy diet and has recently discovered the benefits of organic foods. She loves to meet up with her girlfriends, whether for happy hour drinks or brunch downtown. To keep up with the latest fashion trends, she reads Vogue magazine on her tablet and watches her favorite show: “America’s Next Top Model” by Tyra Banks. She is very active on social media, and checks The Coveteur every day to see what famous models and magazine editors are wearing. She regularly renews her wardrobe and shops at Zara, Club Monaco and contemporary labels.

Samantha is 43 and holds an executive position at Deloitte. After work, she likes to have a glass of wine while watching “Sex and the City” – the show inspires her daily work outfits. Samantha takes great care of her appearance, and only uses premium cosmetics such as Lancôme and Estée Lauder. When she’s not answering emails on her BlackBerry, she goes through the latest issue of Condé Nast Traveller. Although she prefers to wear timeless pieces from Italian designers, she goes on The Coveteur every week to keep up with fashion trends, and see how she could change up her typical office wear.

John is 32 and works as an art gallery curator. He loves changing up his work clothes and adding a different fashionable touch to it while still maintaining a professional wear. John regularly checks The Coveteur to see what sophisticated architects, lawyers and entrepreneurs are wearing – he especially enjoys the website because it gives him interior design ideas.

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Exhibit&3:&SWOT&Analysis&

Strengths'!

• USP!=!exclusivity!and!uniqueness!of!content!

• Distinct!brand!image!and!voice!!• Strong!reputation!!• Highly!valuable!networks!!• Creative!content!and!storytelling!

have!fueled!strong!organic!growth!• Loyal!user!base!and!conversations!

between!the!site!and!its!users!(sense!of!community)!!

• Position!across!all!relevant!social!media!channels!!

• Successful!integration!of!ecommerce!

Weaknesses,!

• No!global!presence!(most!of!the!audience!is!from!US)!

• Lack!of!paid!search!limits!reach!of!audience!!

• Less!focus!on!mobile!platform!• Limited!focus!on!fashion!limits!audience!

Opportunities,!

• Consumers!are!very!attached!to!mobile!devices!

• Consumers!enjoy!browsing!through!websites!

• Data!about!consumers!can!be!collected!through!many!platforms!

• North!America!has!the!highest!population!of!online!users!in!the!world!

• Online!shopping!has!been!increasing!over!the!past!years!

• Mobile!transactions!are!now!available!and!are!being!used!

Threats,!

• PIPEDA!limits!the!amount!of!information!a!company!should!collect!about!consumers!

• The!number!of!fashion!blogs!is!increasing!worldwide!!

• Fashion!magazines!already!have!an!established!customer!base!

• The!younger!generation!is!trying!to!find!new!ways!online!where!the!“older!crowd”!is!not!present!

&

19

Exhibit&4:&Landing&page&for&1st&email&

20

Exhibit&5:&1st&email&

&

&

&

&

&

&

&

Exhibit&6:&2nd&email&&

&

&

&

&

&

&

&

&

&

&

&

21

&Exhibit&7:&Display&Advertising&–&Web&banner&

&

Exhibit&8:&PPC&keyword&phrases&analysis&

Keyword'1:'Fashion'blog'

Keyword'2:'Kim'Kardashian'Dress

22

&

Exhibit&9:&Youtube&channel&wallpaper&

&

&

Keyword'3:'Fashion'app

23

Bibliography& 10 Global Consumer Trends for the Next Five Years (2012), retrieved from Euromonitor International Data Corcoran, Cate T. The blogs that took over the tents, "Women's Wear Daily", February 6, 2006. Digital Trends (October 2014), retrieved from Euromonitor International Data. "Inform Your Business Decisions with Deep Social Analytics." Hootsuite - Analytics. Hootsuite Media Inc., 2014. Web. 12 Oct. 2014. Kasriel-Alexander, Daphne. Digital Life and Consumers – August 2014. Rep. N.p.: n.p., 2014. Euromonitor Passport GMID. Web. 23 Oct. 2014. <euromonitor.com>. "Magazine Awards." Magazine Awards. N.p., 8 Nov. 2012. Web. 05 Nov. 2014. Newman, Daniel. "4 Technology Trends Disrupting How We Communicate." Forbes. Forbes Magazine, 13 May 2014. Web. 04 Nov. 2014. Pinson, Laurel. "The Inside Scoop on The Coveteur’s Big Relaunch, Plus Founders’ Dream Closet Tours." StyleCaster. StyleCaster Media Group, 25 Oct. 2012. Web. 04 Nov. 2014. Pletz, John. "Hot Sector for Job Creation: Tech." Crain's Chicago Business. Crains Communications, Inc, 21 July 2014. Web. 19 Oct. 2014. Stokes, Rob. EMarketing: The Essential Guide to Digital Marketing. 5th ed. Cape Town (The Boulevard, 3rd Floor, Cnr Searle & Pontac St. East, Woodstock, Cape Town 7925): Quirk EMarketing, 2011. Print Strugatz, Rachel. "Style Web Site The Coveteur Gets an Update." WWD. Fairchild Publishing, 26 Oct. 2012. Web. 04 Nov. 2014. "Thecoveteur.com: Web Stats, Analysis, Ranking and Seo Report."StatsTool. N.p., n.d. Web. 01 Nov. 2014. Torr, Donné. "Measure Your Engagement ~ How to Use Hootsuite's New Twitter Analytics Modules - Hootsuite Social Media Management." Hootsuite Media Inc., 2012. Web. 15 Oct. 2014.