carjet group b
Post on 17-Jul-2015
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Page 1YOUR LOGO
Digital
Marketing Plan
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Today we will discuss…
Overview of CarJet
Challenges
4P’s
Company goals
Tools & Techniques
Conclusion
Q&A
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Low-cost online car rental
Worldwide Presence
.
Excellence in service
Permanent investment in technology
Front-desk Staff
CarJetCompany profile
Customer Feedbsck
Mission“Provide our customers with the same level of
ethical, responsible and realible shopping here on-
line as they demand (and get) in their off –line
worlds”
Present in 57 countries.
Website design
Staff feedback
Price
Returns & RefundsNo penalties
Flexibility
The current new 4PsChallengesMarketing 2.0
In the Market, there is a big imbalance between consumption and spending in
terms of online and offline media
The current new 4PsChallengesMain Threats
This s a placeholder text.
Competition
• Low cost rental agencies
• Cross-Selling “all-inclusive” packages
Increased Costs
• CPC’s for SEM and Affiliates are increasing
Customer Retention
• No loyalty platform or rewards program
The current new 4Ps
Personalization•Minimum level of personalization
•Long registration process
•“Customer Zone” add little value
Participation• No user participation
• Reviews done via 3d party web-sites
• Often paid reviews
The new 4P’s Current status
Peer-to-peer•Peer-to-peer interaction not available
•No presence in socail networks
(Facebook)
Predictive modeling• Not even close (all other Ps lagging
behind)
Personalization• Login with your Facebook or other social
network profiles
• Option to personalize the page according to
your preferences
• Rate user experience on the web-site
Participation• User Travel blogs: embedded through LJ,
Facebook or own
• CarJet online community – CarJet Club
(rewards for most popular bloggers i.e.
discounts)
• Competitions i.e. Best weekend travel picture.
Peer-to-peer• Leverage social networks – user interaction
encouraged
• CarJet community – an environment where people
want to share their experience and are rewarded for
doing so
• New user acquisition is easier through
recommendations via social media
Predictive Modeling•Ongoing monitoring of the social platforms to
understand and predict user trends
•Anticipate latest changes and adopt them quickly
•User privacy is taken seriously
The new 4P’s Future Vision
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.
CarJetCompany goals
Attract oriented traffic
Web Marketing Research
SEM
SEO
E-promotions
Contextual marketing
Build loyalty
E-surveys
Corporate blog
E-CRM program
E-commerce
Mobile marketing
Increase business by 40% outside the UK
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Direct Marketing 2.0 Roadmap
Q1 Q2 Q3 Q4
Markets Online Research
E-Surveys
Web Marketing Research
E-Branding
SEO
Corporate Blogs
Mobile Marketing
E-Product Marketing
SEM
E-Advertising
Contextual Marketing
E-Promotion
E-Quizzes
E-Coupons
E-Audit
E-CRM
E-Commerce
E-Commerce Portal
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Attract Oriented Traffic & Build Loyalty E-research
Web Marketing Research
•Identify and define marketing opportunities and problems;
•Evaluate marketing actions;
•Impact of CarJet marketing mix decisions regarding customer behavior.
E-Surveys• Supporting relationships with customers;
•Access clients’ satisfaction regarding CarJet;
•Defining competitive environment.
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Attract Oriented TrafficSEM
SEM
Search Engines
SEM Competition
AdWords
Long Tail Keywords
Alquiler coches baratos madrid
Alquiler coches sevilla santa justa
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Attract Oriented Traffic SEO
SEO
Search Engines
Page Rank
Relevance
Popularity
Afaf
Engage with traffic driven
partners
Use keywords on the website
Enhance user experience
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Attract Oriented Traffic SEO
Phase 3
Phase 2
Phase 1
Travel communities
Attract Oriented TrafficE-promotions
E-QUIZZES in travel communities
Rewarded with E-COUPONS
Redirect to Carjet website to do the purchae
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Attract Oriented Traffic SEO
KeywordsGoogle
AdSense
Theme
Attract Oriented TrafficContextual Marketing
Prospect generation for lower cost when compared with traditional media
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Attract Oriented Traffic SEO
Leverage brand
with customer
satisfaction
Risks
Rules &
Moderation
Negative Comments
Insufficient Bloggers
Censor Comments
Build loyaltyCorporate blogs
Community
Brand
Experience
GOAL:
Ratio of 2:1 of good/bad comments
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Attract Oriented Traffic SEO
Build loyaltyMobile marketing
Barcode Coupons
Mobile Apps
Pull Strategy Timeline
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Create Marketplace
.
Build loyaltyE-commerce
Improve
Commercialization
Process
Gather
Customer
Information
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Build loyaltyE-CRM Program
Targeted Actions
Tailored offerings
Suggestions
Tracking Behaviors
Integration
Service levels
Data Availability
Marketing strategy
Improve decision making process
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Conclusion
PRICE PRODUCT
PLACE PROMOTION
E-COMMERCE
E-BRANDING
E-ADVERTISING
E-PROMOTION
E-PRODUCT MARKETING
E-RESEARCH
Attract Customers & Ceate Loyalty
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