Smart marketers acknowledge they need to be where the customer is — whether that’s mobile, online, outdoor, network TV, cable or print. They say it’s essential to integrate their online and offline activities as part of their marketing-advertising program. For example:
This story first appeared in the June 22, 2010 issue of WWD. Subscribe Today.
• Polo Ralph Lauren recently ran a Ralph Lauren Collection gatefold print ad inviting readers to view the runway show and behind-the-scenes video on the Ralph Lauren app on the iPhone or to visit ralphlaurencollection.com.
• Michael Kors continues to advertise in print, but the Web is a major focus through initiatives such as its Facebook page, with over 59,000 friends, and posting the brand’s look book online.
• Donna Karan supports its traditional print advertising with online, digital and mobile opportunities to reach a variety of age groups. Their Twitter feed, DKNY PR Girl, for example, has 120,961 followers.
• Boosted by its growing use of social networking, one-third of A|X Armani Exchange’s ad media budget is dedicated to spending online, up from only 10 percent in 2005. The company just launched A|X Stylepad on its Web site, which features interactive branded content and a digital portfolio of models and images, as well as a link to sections of the Web site where customers can shop.
• The majority of Tommy Hilfiger’s media spend is still in print, “but over the last year we have more than doubled the budget we allocated toward digital space,” said Avery Baker, executive vice president, global marketing and communications. The company partners with sites such as Style.com, Glam.com, the New York Times, Polyvore and Pandora.