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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

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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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