When it comes to Internet marketing, sometimes brands just can't get it right. Often even well-established brands (like Kenneth Cole) have a hard time streamlining their social media outreach in a way that's consistent across all platforms. A well-defined voice is critical in any digital marketing initiative, especially when it comes to e-commerce brands. Below are some examples of brands that
have created a distinctive voice in their social communications:
Tory Burch: She is one of the few designers to
speak on behalf of her brand on social networks, specifically, Twitter. She
uses Twitter for off-the-cuff comments that are the most compelling … [and] for
sharing personal experiences.
DKNY PR Girl: Gives real insight into not only the
day-to-day workings at Donna Karan headquarters, but also into the PR business
itself. Licht (SVP of Global Communications at Donna Karan) gives career advice
and resume reviews at times via Tumblr.
KateSpadeNY: Depicts the "Kate Spade
woman" and her New York City agenda. @katespadeny fictitiously checks into
hot spots like the MOMA and snaps Instagram photos of Central Park and the
facade of the Plaza Hotel.
Lucky Magazine: The result is a feed that balances
traffic-driving links to luckymag.com with images and posts about window
displays and where editors are shopping for deals.
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