Dune London - Brand Communications Guidelines

DIGITAL MARKETING • DIGITAL ADVERTISING & PR

Search Engine Marketing SEM targets customers already searching for Dune London product, or similar products. It includes organic website SEO (Search Engine Optimisation) and Search PPC (Pay Per Click) which are served as display or copy ads to a target audience when they enter specified search terms into a search engine. Best practice principles include: • Search PPC is useful for increasing conversion from existing demand, so key success metrics include CTR, CVR and CPC. • Franchisees operating owned skinned sites must bid on branded keywords and manage all SEM. • SEM is a specialist discipline so it is highly recommended to invest in the appropriate resource to manage it. • Global campaigns or brand content can be used as creative. Local content cannot be used unless agreed otherwise with Dune Marketing.

Remarketing Remarketing tactics target digital ads at customers that have previously engaged with the Dune London brand, e.g. database sign-ups, ecomm visitors or buyers, social followers, and in some cases customers that have been in store. As such it can be a cost-effective way of boosting conversion if the best practice principles for each form of digital advertising are followed. It is however the Franchisee’s responsibility to secure access to the resource, data, software and/or programming required for an effective digital remarketing strategy. Remarketing is useful for increasing conversion from customers that are already aware of the brand. Some key success metrics include CTR, CVR and CPC.

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