Dolce & Gabbana configures entire digital strategy on Facebook tab

Italian accessories and apparel designer Dolce & Gabbana is attempting to interact with consumers by enabling them to access its entire digital strategy in one fell swoop. Dolce & Gabbana is offering links to its mobile applications, social media pages, ecommerce site and blog in its “Follow Us” tab on Facebook. This could potentially introduce customers to mediums that they did not know existed, as well as emphasize the main pathways of communication between consumers and the brand. “Each marketing strategy should be tailored to fit the goals and objectives of the client,” said Mary Elise Chavez, director of creative strategy at Blue Fountain Media, New York. “Some brands want to focus on brand-building efforts such as social media awareness and exposure versus conversion optimization for a long-standing brand,” she said. “However, we’ve found that a multi-tiered marketing strategy is most effective.” Ms. Chavez is not affiliated with Dolce & Gabbana, but has agreed to comment as a third-party expert on digital marketing. D&G apostles Consumers can access the “Follow Us” section by locating the Dolce & Gabbana Facebook page and clicking the tab on the side. Follow Us tab The tab is split into three sections: Web, social network and mobile. In the Web section, brands can click on thumbnail images that lead customers to the branded ecommerce site, a minisite with Dolce & Gabbana fashion shows and a microsite with galleries and videos of celebrities wearing the brand’s apparel and accessories at various events worldwide. Dolce & Gabbana’s blog, Swide, is also available on the site. There, consumers can see images and content from branded parties, brand ambassadors and news. The company breaks most of its corporate news via Swide. Consumers can also access the Dolce & Gabbana iTunes podcast that can be downloaded into iTunes on computers, iPads, iPhones and iPods. The social media section consists of the brand’s Twitter, Russian Twitter, YouTube feed and video sites such as Tudou and Vimeo. These all provide behind-the-scenes glimpses into Dolce & Gabbana fashion shows, exclusive parties with celebrities and campaign videos and images. The social media page includes links to the three Dolce & Gabbana mobile apps for iPhone and one for the Nokia Ovi. How much is too much? Dolce & Gabbana has more than 3 million Facebook fans and more than 119,000 Twitter followers. The already-impressive digital following will most likely help to encourage the “Follow Us” gain notice. Dolce & Gabbana relies heavily on social media to promote campaigns, products, events and to share news. Facebook, Twitter and blogs are vehicles of sharing in and of themselves and shedding light on these platforms will most likely lead to conversions and click-throughs, if just by word of mouth – or Tweet. Some may argue that this oversaturation of social media could look desperate for a luxury brand, or that Dolce & Gabbana is diluting itself by appearing on too many low-end channels. However, experts believe that since most consumers typically have one or two favorite communication channels, having information on different sources can help to engage with as many fans as possible. Dolce & Gabbana has already developed a following and a reputation for its social media prowess. Therefore, the brand is likely to succeed in its endeavor to gain more followers and loyalists. “One of the primary issues with traditional marketing techniques is that it lacks a tangible ROI measurement,” Ms. Chavez said. “The beauty of digital initiatives and intelligent analytics is that we can put measurement tactics in place, including heat-mapping and user behavior tracking, that provide a tangible assessment of our ROI. “This is part of the reason for the significant move towards digital advertising, it provides a substantial guide for your business,” she said. Rachel Lamb is an editorial assistant on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.