Content Marketing Strategy : Digital Marketing Strategy for Burberry
Added on 2022-01-18
17 Pages5029 Words201 Views
1
EMSc DM 21-12-140
ASSIGNMENT - OCTOBER 2021
Content Marketing Strategy
PROGRAMME : EXECUTIVE MSc IN DIGITAL MARKETING
ACADEMIC FACILITATOR : Mr. Chamith Buthgamuwa
LEARNING CENTRE : CAMBRIDGE COLLEGE - SRI LANKA
INSTRUCTIONS TO STUDENTS
1) Plagiarism in all forms is forbidden. Students who submit plagiarised assignment will be
penalised.
2) This assignment carries 100% weightage towards the final grade.
3) References MUST be included and taken from reliable sources. Please use the APA or
Harvard Referencing Style and cite your work appropriately.
4) The submission date of this assignment is on or before 31st of October 2021
DECLARATION BY STUDENT
I certify that this assignment is my own work and is in my own words. All sources have been
acknowledged and the content has not been previously submitted for assessment to Asia e
University or elsewhere. I also confirm that I have kept a copy of this assignment.
Signed: _____________
EMSc DM 21-12-140
ASSIGNMENT - OCTOBER 2021
Content Marketing Strategy
PROGRAMME : EXECUTIVE MSc IN DIGITAL MARKETING
ACADEMIC FACILITATOR : Mr. Chamith Buthgamuwa
LEARNING CENTRE : CAMBRIDGE COLLEGE - SRI LANKA
INSTRUCTIONS TO STUDENTS
1) Plagiarism in all forms is forbidden. Students who submit plagiarised assignment will be
penalised.
2) This assignment carries 100% weightage towards the final grade.
3) References MUST be included and taken from reliable sources. Please use the APA or
Harvard Referencing Style and cite your work appropriately.
4) The submission date of this assignment is on or before 31st of October 2021
DECLARATION BY STUDENT
I certify that this assignment is my own work and is in my own words. All sources have been
acknowledged and the content has not been previously submitted for assessment to Asia e
University or elsewhere. I also confirm that I have kept a copy of this assignment.
Signed: _____________
2
EMSc DM 21-12-140
Table of Contents
About Burberry................................................................................................................. 3
Task-01 ............................................................................................................................ 4
Digital Marketing Strategy for Burberry .................................................................................... 4
Following is the digital marketing customer segmentation for Burberry .................................... 4
Target ............................................................................................................................................................ 5
Positioning..................................................................................................................................................... 5
Content Marketing Mix ............................................................................................................ 5
Social media Advertising ............................................................................................................................... 6
Search Engine Optimization .......................................................................................................................... 6
Email marketing ............................................................................................................................................ 7
Pay Per Click and paid search advertising - ROI in digital phase ................................................. 7
Task-02 ............................................................................................................................ 8
Three ways story telling affects digital marketing are as follows:............................................... 8
The tale of Burberry ................................................................................................................. 9
key elements of digital content and the KPI to monitor and control ........................................ 11
Task-03 .......................................................................................................................... 12
Influencer marketing as a content marketing strategy............................................................. 12
Influencer marketing strategy for Burberyy ............................................................................ 13
The following are few strategies that can be adopted to create influencer marketing plan:...... 14
Benefits of using social influencer networks to increase the reach to online social audiences... 15
Reference List ........................................................................................................................ 17
EMSc DM 21-12-140
Table of Contents
About Burberry................................................................................................................. 3
Task-01 ............................................................................................................................ 4
Digital Marketing Strategy for Burberry .................................................................................... 4
Following is the digital marketing customer segmentation for Burberry .................................... 4
Target ............................................................................................................................................................ 5
Positioning..................................................................................................................................................... 5
Content Marketing Mix ............................................................................................................ 5
Social media Advertising ............................................................................................................................... 6
Search Engine Optimization .......................................................................................................................... 6
Email marketing ............................................................................................................................................ 7
Pay Per Click and paid search advertising - ROI in digital phase ................................................. 7
Task-02 ............................................................................................................................ 8
Three ways story telling affects digital marketing are as follows:............................................... 8
The tale of Burberry ................................................................................................................. 9
key elements of digital content and the KPI to monitor and control ........................................ 11
Task-03 .......................................................................................................................... 12
Influencer marketing as a content marketing strategy............................................................. 12
Influencer marketing strategy for Burberyy ............................................................................ 13
The following are few strategies that can be adopted to create influencer marketing plan:...... 14
Benefits of using social influencer networks to increase the reach to online social audiences... 15
Reference List ........................................................................................................................ 17
3
EMSc DM 21-12-140
Digital Marketing: Content Marketing Strategy
About Burberry
Founded in the year 1855, Burberry takes pride in catering to the luxurious designer wear in
the home country London, UK. The brand has built a strong brand reputation over the years
across the globe and caters high quality sense of fashion to their target market (Burberry, 2021).
Burberry is headquartered in UK and has a market capital of GBP 7.5 Billions as at November,
2021 (Bloomberg, 2021). As luxury brands are accepted as a symbol of prestige and class,
people are more driven towards luxury brands which is a growing market in the world
(Perkins,2016).
Burberry Group PLC is a luxury goods company with a British origin, a strong focus on
perfumeries, outerwear, and a extensive range of leather goods business. The Company creates
and sources garments and accessories for global distribution through a diverse network of
retail, internet, wholesale, and licensing channels.
According to their official website, Burberry’s strategy after successfully completing
Burberry's transition and establishing a stable foundation, the company will harness their
distinctive brand to achieve sustainable, high-quality growth while being a force for good in
the world in the next new chapter. Burberry’s purpose as per their website is that they believe
that innovation creates new possibilities. Their mission is to unleash the imagination's potential
to push limits and create new possibilities for their employees, customers, and communities
and create a change that transform lives that matters.
It is important to focus on marketing on social media with the rise in the usage of internet and
social media. Hence the focus should be on social media, content marketing, PPC, SEO and
direct marketing. The target audience for Burberry is high-class people and celebrities that fall
under different market segments as per the above segmentation analysis such as men, women
and children to which the products are catered. Burberry is positioned as high in quality,
craftsmanship and style with unmatched designs in the market.
EMSc DM 21-12-140
Digital Marketing: Content Marketing Strategy
About Burberry
Founded in the year 1855, Burberry takes pride in catering to the luxurious designer wear in
the home country London, UK. The brand has built a strong brand reputation over the years
across the globe and caters high quality sense of fashion to their target market (Burberry, 2021).
Burberry is headquartered in UK and has a market capital of GBP 7.5 Billions as at November,
2021 (Bloomberg, 2021). As luxury brands are accepted as a symbol of prestige and class,
people are more driven towards luxury brands which is a growing market in the world
(Perkins,2016).
Burberry Group PLC is a luxury goods company with a British origin, a strong focus on
perfumeries, outerwear, and a extensive range of leather goods business. The Company creates
and sources garments and accessories for global distribution through a diverse network of
retail, internet, wholesale, and licensing channels.
According to their official website, Burberry’s strategy after successfully completing
Burberry's transition and establishing a stable foundation, the company will harness their
distinctive brand to achieve sustainable, high-quality growth while being a force for good in
the world in the next new chapter. Burberry’s purpose as per their website is that they believe
that innovation creates new possibilities. Their mission is to unleash the imagination's potential
to push limits and create new possibilities for their employees, customers, and communities
and create a change that transform lives that matters.
It is important to focus on marketing on social media with the rise in the usage of internet and
social media. Hence the focus should be on social media, content marketing, PPC, SEO and
direct marketing. The target audience for Burberry is high-class people and celebrities that fall
under different market segments as per the above segmentation analysis such as men, women
and children to which the products are catered. Burberry is positioned as high in quality,
craftsmanship and style with unmatched designs in the market.
4
EMSc DM 21-12-140
Task-01
Content marketing is a critical component of social business, and it's critical to have a sound
plan in place to understand what content is being created and how it fits into the bigger and
long term goal of the company. A content matrix is a visual tool that organizes your material
according to two dimensions: its position in the conversion funnel and the approach used to
reach the target audience. Content matrix is a very effective tool for establishing and reviewing
a high-level content marketing strategy.
Digital Marketing Strategy for Burberry
Burberry must enter the Sri Lankan market with the aim of increasing the online sales
conversions and increase in the brand awareness among the target market. The differentiation
approach to the market and the digital platform will ensure that Burberry is able to capture the
high-end market and achieve the above-mentioned objectives and benefit the brand in the long
run with the correct brand positioning in the Lankan market (Porter, 1985).
Following is the digital marketing customer segmentation for Burberry
Men Women Children (Parents)
Demographic Family life cycle Bachelor/ Gen
Y,Z and Gen X
Bachelor/ Gen Y,Z and
Gen X
Children aged 3 years
and above
Monthly Income
$
200,000 above 200,000 above 500,000 above
Physiographic Social class High and middle
upper
High and middle upper High and middle upper
Choice of fashion Comfortable,
classy and
colourful
Indulgent in high-end
fashion, classy and
elegant look
Comfortableness,
elegance, as a social
status symbol
Reason for
buying clothes
Increased self-
esteem, sense of
accomplishment,
self-reward,
experience
Increased self-esteem,
sense of
accomplishment, self-
reward, experience
Increased self-esteem,
sense of
accomplishment, self-
reward, experience
EMSc DM 21-12-140
Task-01
Content marketing is a critical component of social business, and it's critical to have a sound
plan in place to understand what content is being created and how it fits into the bigger and
long term goal of the company. A content matrix is a visual tool that organizes your material
according to two dimensions: its position in the conversion funnel and the approach used to
reach the target audience. Content matrix is a very effective tool for establishing and reviewing
a high-level content marketing strategy.
Digital Marketing Strategy for Burberry
Burberry must enter the Sri Lankan market with the aim of increasing the online sales
conversions and increase in the brand awareness among the target market. The differentiation
approach to the market and the digital platform will ensure that Burberry is able to capture the
high-end market and achieve the above-mentioned objectives and benefit the brand in the long
run with the correct brand positioning in the Lankan market (Porter, 1985).
Following is the digital marketing customer segmentation for Burberry
Men Women Children (Parents)
Demographic Family life cycle Bachelor/ Gen
Y,Z and Gen X
Bachelor/ Gen Y,Z and
Gen X
Children aged 3 years
and above
Monthly Income
$
200,000 above 200,000 above 500,000 above
Physiographic Social class High and middle
upper
High and middle upper High and middle upper
Choice of fashion Comfortable,
classy and
colourful
Indulgent in high-end
fashion, classy and
elegant look
Comfortableness,
elegance, as a social
status symbol
Reason for
buying clothes
Increased self-
esteem, sense of
accomplishment,
self-reward,
experience
Increased self-esteem,
sense of
accomplishment, self-
reward, experience
Increased self-esteem,
sense of
accomplishment, self-
reward, experience
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