With the focus of the target audience is being the youth culture in the Philippines and the age range being in the 16-30 range. An effective emarketing strategy would be to focus on social media and online customer service management (e-CRM). The use of social media will help build awareness of both the Puma InCycle product line and of the sustainable and environmental benefits of the InCycle product line. Right now Puma is utilizing one-click links on their website to various social media sites such as: Facebook, Twitter, Instagram, YouTube, Tumblr, Pinterest, and Google+
On the Puma website it was apparent where to go for interest in sustainability but a focus would need to be creating an “opt-in” to learn more about the sustainable efforts from Puma and also the Puma InCycle product line. Once you opt-in you are now part of the database and can focus on personalizing emails, information, and offers to specific interests of the consumer. Through ongoing engagement such as emails you would be able to build a long-term relationship with the consumer. With customer relations management a focus would also be on responding to social media messages such as a Facebook or Instagram comment. This would engage the consumer and again build on the relationship.