google digital strategy
Post on 12-May-2015
613 Views
Preview:
TRANSCRIPT
Digital Marketing Strategy
By: Katie Gross
Company OverviewProduct/service analysisBCG Growth matrix
Current SituationCompetitive analysis
GoalLong termShort term
Target AudienceTop down segmentation
StrategyUsersNon-users
Tactics & ImplementationEngagement AND awareness focusTimeline
CampaignGoogle +1
BudgetAssumptionsActual Budget
Summary
What will we discuss during this presentation?
About 9 results (40 seconds)
Overview
Company Overview
Media Geo Home and Office Social Specialized
Search Innovation
Increase market share
Increase growth rate
Invest heavily to avoid becoming a
“dog” product
Become “star product”
Current Situation
12 34 5
11.7 M
170 M
901 M
555 M
150 M
Add
Users per day over months 4
275,000
GoalsGain the most social network users by 2015 with a goal of 1 billion users
Target markets that Facebook hasn’t fully penetrated
Increase number of users to 500M by March 2013
Long Term
Strategy
Short Term
Target AudienceTop-Down
Segmentation
Country
Usage
Individual
Top 3 Market Locations
Type of Content Shared
1. Pictures 2. Video
3. Long PostsStatus
Updates
Content
1. Likes 2. Status Updates
3. Comments 4. Pictures
Interactions
User Demographics Male Gender Female
28 years old Age 38 years old
Actively posting Usage “Liking”
Technical background Background All backgrounds
Strategy
Current Users
Average time spent on Google + in a given month: 3 minutes
Increase engagement
Non Users
2.85 million users in India
Increase awareness
Tactics & Implementation
December 1, 2012• Google Adword
campaign promoting strategy launch
• YouTube channel advertisements
January 1, 2013 12:01am• Begin give away
of 1,000,000 Motorola Defy + phones
January 3, 2013• India v. Pakistan home
cricket match sponsorship
March 1, 2013• End Google
Adwords and YouTube channels strategies
Ranbir Kapoor Endorsement
• Age: 30• Top 10 most popular
Bollywood stars
Demographics align with typical Google + user
EngagementCurrent Users
AwarenessNon-Users Tactics
Campaign
Goal: Overcome Facebook as social media website
Campaign Launch Date: January , 2013
,ooo,ooo Motoroloa phone give away
Sponsorship of st Indian home cricket match and all games during st month of
the year
11
11
1
Budget
Ad Agency
Budget $95,000,000
Motorola Defy + giveaway $57,240,000
Ranbir Kapoor endorsement $1,000,000
Cricket sponsorship $36,025,104
Google Adwords and YouTube campaigns $0
Ad agency $125,000
Total: $94,390,104
US31%
India14%
Other55%
% of Users
Ad budget= $213M
Ad budget= $95MTotal
$125,000
Cost/hour$250
Hours/week50
Weeks10
Retail cost: $286.20Manufacturing cost: $57.24
Profit margin: 20%Quantity: 1,000,000Total: $57,240,000
US Budget v. India Budget Motorola Defy +
$609,896 under budget
Summary
Goal: Gain 500m users by
March 2013
Target Market• Current users• Non-users
Tactics and Implementation•Increase engagement•Increase awareness
Campaign•Google +1
Budget•$94,390,104
top related