Ikea marketing strategy breakdown

About Ikea

Founded in 1943 by Ingvar Kamprad, Ikea is a Swedish multinational company known for its ready-to-assemble furniture and home accessories. With a focus on offering affordable and stylish products, Ikea has grown to become a global leader in the retail industry. The company's flat-pack furniture concept revolutionized the way people shop for home furnishings, making it easier and more cost-effective for customers to furnish their homes. Today, Ikea continues to innovate and expand its product offerings, catering to a wide range of tastes and budgets.

Ikea marketing strategy

Ikea's marketing strategy is all about creating a seamless shopping experience for their customers. From targeted promotions to their strong online presence, Ikea ensures that their message reaches the right audience at the right time. By focusing on value-conscious consumers who appreciate quality and affordability, Ikea has been able to build a loyal customer base. The outcome of these strategies is increased brand awareness and customer loyalty, ultimately leading to higher sales and market share for the company.

General Info

Founded

1983

Headquarters

Delft, Netherlands

Ikea marketing mix

Ikea, like many other companies, relies on the classic 4Ps marketing mix framework to shape its marketing strategy. This framework comprises four essential elements:

Product

Ikea focuses on offering a wide range of well-designed and affordable furniture and home accessories (Product) to appeal to budget-conscious consumers. They strategically place their stores in high-traffic areas and offer online shopping options (Place) to make their products easily accessible. Through creative advertising campaigns and social media engagement (Promotion), Ikea effectively communicates their brand message and drives customer engagement. The intended outcome of these strategies is to increase brand awareness, drive sales, and establish Ikea as a go-to destination for stylish and affordable home furnishings.

Price

Ikea strategically uses pricing as a key element of their marketing mix to attract their target audience of budget-conscious consumers seeking stylish and functional furniture. By offering affordable prices on a wide range of products, Ikea aims to drive sales and increase brand loyalty among their customers. This pricing strategy has resulted in Ikea becoming a go-to destination for cost-effective home furnishings for many shoppers.

Place

Ikea utilizes the "Place" aspect of the marketing mix by strategically locating their stores in high-traffic areas and easily accessible locations. This allows them to reach a broad audience seeking affordable and stylish furniture solutions. The intended outcome of this strategy is to make it convenient for customers to visit their stores and experience the brand firsthand, ultimately driving sales and brand loyalty.

Promotion

Ikea utilizes the promotion element of the marketing mix by running engaging advertising campaigns across various channels, such as social media, television, and print. These promotions highlight the affordability, functionality, and design of their products, aiming to attract budget-conscious consumers looking for stylish home furnishings. The intended outcome of these strategies is to increase brand awareness, drive foot traffic to their stores, and ultimately boost sales.

By strategically managing these four elements, Ikea can develop marketing strategies tailored for customer needs, enhance brand value, and drive business growth.

Search engine traffic

Ikea places a strong emphasis on generating organic traffic, which makes up a significant portion of its overall web traffic. This strategic focus on organic search helps Ikea attract a vast audience without relying heavily on paid advertisements.

Ikea receives a 98.2m visitors per month from organic search and 3.4k per month from paid search. A substantial number of visitors each month are from organic search, demonstrating the effectiveness of its SEO efforts.

Ikea domain authority is 89. A high domain authority indicates that the website is well-regarded by search engines, making it easier to rank for relevant keywords and attract organic traffic.

By maintaining a strong focus on organic traffic, Ikea exemplifies how businesses can build an impactful online presence. This strategy not only enhances visibility and brand reputation but also paves the way for growth and success in the digital marketplace.

Ikea Youtube marketing strategy

Ikea has an active Youtube Channel with over 275k subscribers. Their whole channel has 70.5m views. They posted 734 videos, which means that every video got them 96.1k views for the channel and 374.7 subscribers

R.O.I. of marketing channels

Even though online marketing channels are found to be more effective than offline marketing channels, not all are created the same. If you think of just running banner ads, you need to rethink your marketing strategy.

At the front of online marketing strategies sits email marketing, boasting high reach and engagement. Following after that is SEO, a cornerstone of any successful digital campaign. What makes this duo truly formidable is their synergy, working hand in hand to fuel an efficient online marketing engine.

SEO is our cup of tea, so if you want to start or improve your marketing strategy, feel free to book a call with us.

* According to Data & Marketing Association (DMA)

Author

Alexandru Totolici

Alex is the founder of Gliesess. With a foundation built on 7 years of experience, technical expertise is not a lack of his. After discovering SEO accidentally, he fell in love with it.