Dune London - Brand Communications Guidelines

DIGITAL MARKETING • DIGITAL ADVERTISING & PR

Digital Media Planning The Dune Group expects all partners to adopt a strategic and considered approach to digital advertising to minimise wasted marketing budget and maximise ROI. Best practice principles for digital advertising are outlined below.

Be strategic – Carefully consider all key variables:

Objective/s and relevant KPI’s

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Target audience/s

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Creative and/or search terms

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• Timing relevant to audience and message (if always on is not possible/applicable)

Access to KPI metrics

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• Regular monitoring and optimisation

Identify and track KPI’s – KPIs should be relevant to the objective, for example: • Awareness – Impressions or reach • Consideration – Engagements i.e. clicks, views, new followers etc • Conversion – Revenue, items sold or sign-ups Drive traffic – Ensure ads are linked to a relevant website and landing page: • Owned skinned ecomm site - Landing page most relevant to the ad message/creative • Owned multi-brand ecomm site - Dune London brand page • 3 rd party ecomm site - Dune London brand page • Paid social ads can link to local Dune London social media pages • Markets without ecomm distribution can link to non-transactional sites with store listings and database sign-up forms but this is not recommended as best use of budget.

The Dune Group strongly recommends employing an agency or in-house specialist to plan, execute and monitor digital advertising. This especially applies to performance marketing to adequately support owned ecomm sites.

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