WEB MARKETING - INCREASE ONLINE TRAFFIC

How Rebel magazine will go from a small underground magazine to a successful version for the m-commerce generation CWK2 WEB MARKETING FASHION MARKETING & COMMUNICATION ALEXANDRA DAHLGREN – EMELINA NYQVIST

_BRITTISH BASED _NOVEMBER 2009 _FASHION/ART _BI-ANNUAL _6 EMPLOYEES TARGET: MEN/FEMALE, 18-30

THE MAGAZINE

THE WEBSITE: needs cleaning & reconstruction THE NAME: Similar to others ONLINE COMMUNICATION: Lack of knowledge

THE PROBLEM

• No sponsored hits or advertising • Use title tags and keyword tags on website + • Facebook, Twitter, Tumblr, Bloglovin & Instagram • Focusing on SEO • Traffic rank on a global scale: 19 091 206

Internal analysis

B2C E-commerce topped its sales with 1$ trillion for the first time in 2012 and is predicted to increase* Â M-commerce In 2010 mobile commerce stood for 3% of the total electronic market* -the same number had in 2012 risen to 11% which stands for 18.6$ billion* Â

External analysis *http://www.emarketer.com/Article/Ecommerce-Sales-Topped-1-Trillion-First-Time-2012/1009649 http://www.businessinsider.com/blackboard/comscore

the m-commerce effect comes from increased sales on the digital tablet market that provides a “lean-back” shopping experience PREDICTIONS*: • • •

Within 3 years, tablets will overtake the number of PC’s Sales 2013: 233 million globally Same numbers will increase to 1.094 billion in 2017

Facts*: • •

Units of tablet are on the rise - printed magazines are being reduced First half of 2012, the majority of 250 British printed magazines had a decrease in sales

The tablet market *http://www.businessinsider.com/what-brands-drive-explosion-mobile-commerce-2013-5 h#p://www.forbes.com/sites/chuckjones/2013/05/02/tablet-­‐market-­‐forecast-­‐to-­‐grow-­‐almost-­‐5x-­‐by-­‐2017/

Lean back

Instagram: 2,786 Twitter: 4,729

Facebook: 145 000+ Twitter: 600 000 Soundcloud “mix-tapes”

Global approach in content & contributors Global staff = collective content making

YouTube with behind the scene Magazine experience

Competition/benchmark

• improve Rebel’s online communication • enhancing the social medias they already have • reconstructed and move Platforms • Increase number of readers and subscribers • Develop version for tablets and mobile devices

goals

Complete reconstruction of website • • • •

Vectors with links to social media Young fresh design, showcasing creativity of brand values Preview of issues Complete reformation of the back pages of the (due to SEO reasons) • Using related keywords • Creative and inspiring landing pages • Self hosted server =traffic goes directly to their own server • Keeping the comments field open

Webpage + seo + blog

current situation • • •

Posts solely about promoting their blog (direct links) No likes Contest with newsletter

suggestion • •

Create more content for more followers Link to other social medias (opposite from the current “follow me”)

Speak with a full-hearted human voice that is attractive and makes people like you

Facebook + twitter + instagram

Hire two more employees A web designer (design, SEO, digital tablet issue) Â

A social media expert responsible for online communication Â

-Hiring the new staff will be profitable seeing that number of sold issues are expected to increase

EMPLOYMENT

• Self-hosted website allows installation of Google Analytics to measure and keep track of incoming traffic • Hire freelancers that could cover happenings in other countries if the information would show a geographic spread of visitors • Time and energy is better focused on other areas, therefor the use of metrics will be limited

METRICS

Online magazines & tablet devices are increasing • Interactive issue of Rebel • Behind the scenes footage in video • Podcasts interviews • Wider audience with new subscribers and followers • Tablet format makes sharing easier

Conclusion LONG-TERM

Thank you!