Web Analysis Final Presentation Hsiao-Han Chang Hongjian Yang Shao-Ting Yang
Background Overview Vogue is an international fashion and lifestyle magazine made up of various topics including fashion, beauty, culture, technology, economy, politics, society, and music. Vogue created plenty of distinct types of content, such as documentary, video channel, book, voguepedia, website, podcast, and app, in 22 countries and regions. Vogue Background
��������������� Young women from 20 to 40 years living in urban cities, who are successful and beautiful and who wants to be aware of all the novelties of fashion and beauty. Gross International International Audience Readership 12.5m Monthly Monthly Unique User Unique User, 672000000 International Monthly Readership, Readership 125000000 Unique users 67.2m 0 500000000 1E+09 International Audience
Market Analysis • Overall Media Shift The increasing use of smartphones and tablets with greater capabilities has facilitated this shift �������� ��������� • Diminishing Industry Revenue Growth The publishing industry is Decline in Print Advertising declining due to the media shift from printingto digital.
������������������� ������� Consumer start consuming information from internet-based publication (Source: eMarketer)
Market Analysis • Overall Media Shift Millennials consume information from print to digital �������� ��������� • Diminishing Industry Revenue Growth The publishing industry is Decline in Print Advertising declining due to the media shift from printingto digital.
���������������������������� Diminished advertising, low subscription numbers and fewer single-copy sales have weakened the Magazine and Periodical Publishingindustry. (Source:IBiSWorld)
Solution – Content Marketing �������� • Optimized Website Layout o Consistent ads and topics • Seamless Retail Channel o Hyperlink pictures • Diverse/Creative Articles o Monthly topics from poll
Cosmopolitan: Content Marketing Cosmopolitan is an international fashion magazine for women which has half of a century history and is available in more than 60 countries in the world . Elle: Content Marketing Elle is a worldwide lifestyle �������������������� magazine of French origin that focuses on fashion, beauty, health, and entertainment for female. Harpers Bazaar: Content Marketing Harpers Bazaar is an American women's fashion magazine which aimed at members of the upper-middle and upper classes.
Cosmopolitan High Volume of Monthly Visitors and Unique ● Visitors High Global and Domestic Website Rank ● More Traffic from Organic Search ● Low Average Visit Duration ● Less Pages per Visitors ● High Bounce Rate ●
ELLE Low Bounce Rate ● High Quality Display Ad ● Good at Social Traffic ● Low Volume of Traffic ● High Global and Domestic Rank ●
Harpers Bazaar Specific and Latest Search Term ● Mobile Friendly ● Low Volume of Traffic ● Low Global and Domestic Rank ●
The diversity of content. • Content varied • Lots of information • Reach a great amount of • visitors Make visitors stay on the page • Brand Analysis & Assessment
Brand Analysis & Assessment ���� �� ������� • Vogue.com • Podcast • Newsletter • Video • Social Media
Customer Female age in 18-34 exposed in multi- channels who is interested in arts, entertainment, fashion with much buying power. Funnel • Arts & Entertainment • News & Media • Computer & Electronic
Big Idea –Influencer Campaign
1. Encourage users to vote for their ideal influencer to write the article monthly. 2. Collaborate with the business that pay for ads and the influencer to come up with articles with sponsored ads. 3. Encourage readers to comment and share the articles on social media platforms. 4. Lucky draw to pick several lucky readers to win the Campaign Overview sponsored products.
KPI to Measure Success 1. Click Through Rate 2. Engagement (comments, shares) 3. Site Traffic (impressions, pageviews)
Canva Ads content materials ●
Workamajig Influencer management ●
Randompicker Lucky draw system ●
THANK YOU
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