consumer voyage - task 2 - wordpress.com · 2016-04-26 · opinions more so than sponsored posts....

DSM Communication ObjectiveTarget AudiencePeoplewhouseo2’sfreeWi-FionOxford Street,London.(AvailableeverywhereonOxfordStreet(Street,2016).

Achievea20%increase(16,800 likes)intheamount ofFacebook likesontheDeliveroo’sFacebookpage fromOctober 2015byDecember2016, currentlystands at83,946likes.

References

•Alternatives– cons:•Go aheadwithnormal

deliveryprovidedbytheretailer.

•Alternatives– pros:•Tellfriendsaboutthenewservice.

• Justification:•Cleartotheconsumerbeforechoosing

delivery.• ‘Lowcostalternativeimportanttomention

(Sheridan,2012’) andfaster.•User willneedtoconnectviahotspotifnot

abletoaccessthesite.

• Issues:•Maynottrustthebrandenoughespecially withexpensiveorders.

•Somemay thinkthatitisapopupad. EDLPPricing Retailers

website

Fast,interactivenewservice

DeliverooBrand

•Alternatives– cons:•Notseethead

•‘Bannerblindness(Morriesey,2013)’

•Uses3G/.4G

•Alternatives-pros:

•Remember thelogoandlookatthewebsiteorapplater.

• Justification:•Reaches target

audience.•Clearlogo and

description.

•Issues:•Manywillclick‘continue’ andnotclickonthead.•‘LowCTR(Stec,2015)’

Banner ad EDLP pricing

O2Wi-Fihotspot

Uniqueservice/firstcompany tooffer service,interactiveand

fast.

•Alternatives– cons:•Notviewthevideo/images,‘lowengagement(Rajasooriar,2015)’.

•Alternatives– pros:•FollowDeliverooonSnapchat•Telltheirfriendstowatchthe

video•TelltheirfriendstoaddDeliveroo onSnapchat.

•Justification:•Firstimageonthescreenthat

theuserwillsee.•Userswill hopefully becurious

asDeliveroohasn’tbeenonSnapchatbeforeandwanttoknowwhatvideo/imagesare

beingposted.

• Issues:• ‘Sponsoredposts arenotastrusted(Lazauskas,2014)’

•NotallconsumerswillhaveSnapchat

•Maymisssomeofthetargetaudience

EDLPpricing Snapchat

Interactive,fast,newservice.

Socialmediasponsoredposts

•Alternatives– cons:•Turnoff pushnotifications

•Alternatives– pros:•Seethenotification andtelltheirfriends.

•Viewthewebsitelandingpage.

• Justification•Shortclear

introductiontotheservice.

•Appearsontheusersphone sowillnoticeit,‘engagestheuser(Healey,

2014)’..

• Issues:•Notallconsumers willhavetheapp.

•User hastohavepushnotificationsenabled.

NoPricinglever.

Interactive,fastnewservice.

Pushnotificationonapppromotingnewservice

AppLandingpage

•Alternatives– cons:•Write anegativecomment.

•Alternatives– pros:•Likeandsharethepost.•Comment onthepost.•Tell theirfriendsabouttheserviceandoffers.

• Justification:• ‘Clearbigimagehelpsconversion

rate(Rondeau,2013)’.• Image isprofessionalmanholdingshopping bags,conveysmessage

ofbeingaqualityservice.•Newserviceat thetopasthatwill

capturethereadersattention.

• Issues:• ‘Somepeopletendtoignoresponsored postsandnotclickonthem(Adaptedfrom; Pollitt,2015)’.

•Maynotbeinterestedinthepromotion andseeitasacheapbrand.

‘ShopNow’buttonon

Facebookonsponsored

post.

Facebook

Fast,interactive,newservice.

Future pricepromotions

•Alternatives– cons:•Clickoff the

website

•Alternatives–pros:

•Gototheapp•Sharethelandingpageonsocialmedia

• Justification:•Large‘shopnow’button(clear CTA).

•Clearbrandlever, livetracking,returnsand

reviews.•Brightcolours andattractivelayout.

• Issues:•NoliveQ&Aiftheconsumerhasanyquestions.

•Otherlandingpage maybebetterthereforeCTRmaynotbehigh.

•Mayfindthelandingpagecluttered.

Retailersbrands

LandingpagewithA/Btesting

Onlinereviews

Timeorientateddelivery,returnsviacollect+

•Alternatives– cons:•Clickoff thewebsite

•Alternatives– pros:•Gototheapp•Sharethelandingpageonsocialmedia

• Justification:•Bright colours used,alltextis

clear.

•Usersviewtopnavigationbarfirstandwillsee‘ordernow’

button.•Abletoprovidelotsofinformation(as shown).

• Issues:•NoliveQ&Aiftheconsumer hasanyquestions.

•Otherlandingpage maybebetterthereforeCTRmaynotbehigh.

•Mayfindthelandingpagecluttered.

Retailerbrands

LandingpagewithA/Btesting

Onlinereviews

Timeorientateddelivery,returnsviacollect+

•Alternatives– cons:•Deletetheapp•Disablepushnotifications

•Alternatives–pros:

•Tellfriendsabouttheapp

•Gotothewebsite.

•Writeagoodreviewforthenewservice.

•Justification:•Lotsofpeopleuseappswhen

shoppingontheirphone.•‘ShopNow’buttonbig soitis

clear.•Brands/livetracking/shoppingladyalsoshown,5starimageisshowntohighlightthereviewbutnottoomuchasmaybeseenasuntrustworthyonsuchasmall

screen.

• Issues:•Notallpeopleuseapps.

•App needstorunfastandsmoothlytoensuretheuserhasagoodexperience asthiscould haveanegativeimpactupon thebrandandit’snewservice. Retailers

brandsApplanding

page

Onlinereviews

Timeorienteddelivery

•Alternatives– cons:•Maynotseetheemail

•Emailmaygointo‘junk’folder.

•Alternatives– pros:•Not needtoreadtheemailastheirorderhasarrived.

• Justification:•Personalised emailafterorderwithabilitytolivetracktheirorderandaskquestionswillenhance

thecustomerrelationshipsotheyaremoreinclinedtousetheserviceagain.

• Issues:•Customermayfindtheemailintrusive.

Internalcustomersupport

Personalisation

PostsalesupportEmail

•Alternatives– cons:•Deletestheemail.

•Unsubscribes frommailinglist.

•Alternatives– pros:•Tellsfriendsabouttheloyaltyprogram.

•SharestheDeliveroowebsiteonFacebook.

• Justification:•Usermayhave

forgotten howmanypointstheyhadand

whichstageofloyaltyprogramtheyare.

•Personalised offersclearlyshown.

• Issues:•Usermaynotseetheemail.

•Maygointo‘junk’folder.

•Could findtheemailintrusive.

Emailmarketing

Tieredloyaltyprogram

PersonalisationWebsite

•Alternatives– cons:•Comment negativelyonthepost.

•Alternatives– pros:•Likethe post•Sharethepost•Comment onthepostinapositiveway

• Justification:•Pictureshowsaladycarryingbagswholooks‘classy’,livetackingisalsoshownasarebrands.

•New serviceisshownfirstasthiswilldrawpeoplein.

•At thebottompricingleverwithreferralsisshown

•Shopnowbuttontotakeconsumer directtolandingpage.

• Issues:• ‘Lackoftrustinsponsored ads(Lazauskas,2014)’.

•Consumermaynotlikeanybrandsthatareshown.

EDLPpricing+Referrals Facebook

Interactive,fast,newservice.

Socialmediasponsoredposts

•Alternatives– cons:•Comment negativelyonthe

video.•Shareinanegativeway.

•Notviewthevideo.

•Alternatives– pros:•Sharethevideoacross socialmediaplatforms.

•Downloadtheapp.•Visitthewebsite – ‘’drivestraffic(YouTube, n.d)’.

•Tellfriendstowatchit.

• Justification:• Lotsof subscribersto

channel.•Canbesharedonother

social networks.•Showstheserviceinaction.

• ‘Increasesengagement(YouTube, n.d)’.

•Issues:•Consumer maynotfollowvlogger.•Consumermaynotseethevideo

EDLPpricing Vlogger

Interactive,fast,newservice.

Youtube

•Alternatives– cons:•Notreceive areplyinquick

enoughtohelp.Customerwhichcanresultin‘negativecommentswhichneed toberesponded toquickly(Times,

2014)’.

•Alternatives– pros:•Writepositivereview•Notneedanyonlinesupport.

• Justification:•Lotsof peopleuseFacebook to

speaktocompanies.•Abletohighlightthegood

serviceprovided.•Quickreplies willenhancethe

customer serviceprovided.

• Issues:•OtherFacebook usersmayseenegativeposts

•Needstobeansweredfastand ensurethecustomerissatisfiedwithoutcome/service.

Internalcustomersupport

Personalisation

PostsalesupportFacebook

•Alternatives– cons:•Unfollowon Facebook.

•Alternatives– pros:•BringslotsoffriendstoDeliveroo.

•Likes,sharesandcomments onthepost.

•Ordersstraightaway,

• Justification:•Offer isclearlystatedin

initialtextto captureattention.

•Brands andlivetrackingshown.

•Linktothewebsitewillbetopcomment.

• ‘Clearbigimagehelpsimproveconversion(Rondeau, 2013)’.

• Issues:•Mayonlyuseservice forofferthenstop.

•Not allexistingcustomerswillseethepost(dependent uponnotificationsettingsandnewsfeedsettings).

Facebook

Exclusiveoffers onsocial

networks

WebsiteBrandlevers

•Alternatives– cons:•Notwanttopromotethe

brand ashadabadexperience.

•Alternatives– pros:•Sharesonlotsofplatformsandtellsallfriendsabouttheservice.

• Justification:•Abletoretainloyal

customers andacquirenewones

•Peopletrustother usersopinionsmoresothan

sponsored posts.

• Issues:•Maynotreachalotofpeople.

•Somemaythinkthatitissponsored.

•OthersmaythinkDeliveroohavepaidfortheusertowritethepost.

Bothbrandlevers Affiliates

FacebookWebsite

•Alternatives– cons:•DeletesDeliverooasa

friendon Snapchat.• ‘Lowenagement

(Rajasooriar,2015)’.

•Alternatives–pros:

•TellsfriendstofollowDeliveroo

•Ordersstraightawayascustomerhasjustseennewbrand.

• Justification:•Abletoshowcasenew

brandsbefore andprovideuserswith

sneakpeaks.•Canpromotethe

websiteviaSnapchatandoffer discounts to

peoplewhohaveviewedit.

• Issues:•Usermayignoreit.

•Mayonlyfollowtoreceiveoffers.

Snapchat

Exclusiveoffers onsocial

networks

WebsiteBrandlevers

•Alternatives–cons:

•Retweetwithanegativecomment.

•Alternatives– pros:•Retweetthepost•Comment onthepost•#DeliverRUSHstartstrending

•#Deliveroostartstrending

• Justification:•Clearandbriefintroductiontotheservice,pricingleverusedtoconveyEDLPpricingwithlink,‘importanttoshowprice(Sheridan,2012)’.

• Issues:• ‘Some peopledo nottrustsponsoredposts(Lazauskas, 2014)’.

EDLPPricing

Uniqueservice/firstcompany tooffer service,interactiveand

fast.

TwitterSocialmediasponsoredposts

•Alternatives–cons:

•Notreadtheemail.

•Deletetheemail.

•Alternatives–pros:

•Tells friendsaboutservice.

•Ordersstraightaway.

• Justification:•Brandsareshowninbigimagestogetthereaders

attention.•Theintro textgetsthe

readersattention.•Link toFacebook.

• Issues:•Mayonly usetheservicetoreceivethepromo code.

•Could ignoretheemail.

•Maygoin‘junk’folder.

Referrals EmailMarketing

FacebookRetailerbrandlever

OxfordStreet

•Alternatives– cons:•Notwanttopromotethebrand ashadabadexperience.

•Alternatives– pros:•Sharesonlotsofplatformsandtellsallfriendsabouttheservice.

• Justification:•Abletoretainloyal

customers andacquirenewones

•Peopletrustother usersopinionsmoresothan

sponsored posts.

• Issues:•Maynotreachalotofpeople.

•Somemaythinkthatitissponsored.

•OthersmaythinkDeliveroo havepaidfortheusertowritethepost.

Bothbrandlevers Affiliates

TwitterWebsite

1

Direction oftravel

SarahScarland,15108304

Healey, J. (2014, June 3rd). The Benefits Of Including Push Notifications In An App. Retrieved March 16th, 2016, from App Makr: https://www.appmakr.com/blog/the-benefits-of-including- push- notifications- in-an-app/Lazauskas, J. (2014, July 9th). Study: Sponsored Content Has a Trust Problem. Retrieved March 15th, 2016, from Contently : https://contently.com/strategist/2014/07/09/study-sponsored-content-has-a-trust-pr ob lem-2/Morrissey, B. (2013, March 21st). 15 Alarming Stats About Banner Ads. Retrieved March 15th, 2016, from Digi Day: http://digiday.com/publishers/15-alarming-stats-about-banner-ads/Pollitt, C. (2015, January 20th). Everything You Need To Know About Sponsored Content. Retrieved March 16th, 2016, from Moz: https://moz.com/blog/everything-you-need-to-know-about-sponsored-contentRajasooriar, M. (2015, March 13th). Should I use Snapchat for my business? Retrieved March 15th, 2016, from Jarrang: http://jarrang.com/2015/03/should-i-use-snapchat-for-my-bus iness/Rondeau, J. (2013, March 21st). Do bigger images mean improved conversion rates? Three case studies. Retrieved March 16th, 2016, from Econsultancy: https://econsultancy.com/blog/62391-do-bigger- images-mean-improved-conversion-r ates-three-c ase-studies/Sheridan, M. (2012, March 7th). 5 Reasons Your Content Marketing Must Address Price. Retrieved March 16th, 2016, from Social Media Examiner: http://www.socialmediaexaminer.com/5-reas ons-your-content-marketing-must-address-price/Stec, C. (2015, September 25th). 20 Display Advertising Stats That Demonstrate Digital Advertising's Evolution. Retrieved March 15th, 2016, from Hubspot: http://blog.hubspot.com/marketing/horrifying-dis play-advertising-statsTimes, S. (2014, September 29th). How to deal with negative Facebook comments on your brand’s page. Retrieved March 16th, 2016, from Social Times: http://www.adweek.com/socialtimes/how-to-deal-with-negativ e-facebook-comments/301063YouTube. (n.d.). About interactive video ads. Retrieved March 16th, 2016, from YouTube: https://support.google.com/youtube/answer/150471?hl=en

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