simbound- web marketing

AGENDA

I- OBJECTIVE Main goal of our project Targeting Features of the campaignII- STRATEGY Customer relationship strategy

2.0 Communication strategy Off-line integration strategy

III- IMPLEMENTATION Website management Email marketing Search engine marketing

• Part 1: round 1-3• Part 2: round 4-6

I- OBJECTIVE-MAIN GOALOur mission sell tablet PC products of various brands on two

geographical markets.

Tools:Placing paid ads on the Baigoo Search Engine ;Leading free mail campaigns ;Attracting organic traffic. Organic traffic = due to the search engine results pages.

BUT the sales margin is different for each product and each market developing different marketing strategy and differentiating our spending.

Means of assessment: ROAS (= Return on Advertisement Spend) to see if our marketing strategy succeeded and entail conversion/sales

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STEP1: defining a target market and creating online marketing planning according to our choice.

Three visitors category to target:

Buyer InterestedRandom

Our choice: “interested” people looking for a particular products or a particular brand.

STEP 2: Targeting the market we invested more on the American market because the higher sales margin.

I- OBJECTIVE-TARGETING

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WEBSITE MANAGEMENT

I- OBJECTIVE-ACTIVITIES

SEARCH ENGINE MARKETING

EMAIL MARKETING

Page Score: > 90 Match the design of landing page with target: interested Include keywords in description and title

Achieve cost efficiency by working on high-return brands

Attract traffic to red website

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II-STRATEGY: CRM

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• System for managing a company’s interactions with current and future customers

• Involves using technology to organize, automate and synchronize sales, marketing, customer service and technical support

Major goals of CRM: To Provide an organization with a clear picture of each customer's habits and

preferences To personalize and automate messaging

DRIVE MARKETING COMMUNICATIONS interact with customers on a higher level

II-STRATEGY: ROLES OF CRM① Marketing Monitor, analyze and respond to customer conversations through social listening tools.

② Service and support Customer self-help through forums provided by you and neutral sites.

③ Innovation Using conversations to foster new product development or enhance online

offerings - most exciting forms of social CRM.

④ Customer experience References the use of social CRM to enhance the customer experience and add value to a brand.

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II-STRATEGY: DIGITAL CRMCRM TRENDS:

• Subscription based web tools Cloud computing• “Social customer”

• CR strategy shifted to encompass social networks and user communities

• Digital CRM: use of Internet communication channels and technologies to enhance CRM.

ENGAGE: PERSONASLISED COMMUNICATIONSto differentiate between loyal/ positive customers and otherwise

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II-STRATEGY: COMMUNICATION STRATEGY

Variations according to geography, ethnicity, economy etc. For SIMBOUND, only geography was concerned.

Target: Interested who want a brand/ manufacturer/ feature

2 markets: USA and UK message perceived differently by different cultures.

How to appeal to them?

Promoting selected brands to feature on the website (both USA+UK) Long (USA) and short forms (UK) Video and image galleries to infuse/ maintain interest Social plugins

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• Digital way forward customers engagement needed via social media

Creating campaigns which provoke the customer to respond/ create a “call to action”:

• Subscription/ Form filling• Page likes/ Re-tweeting• Share/ Recommend• BUY!

II-STRATEGY: COMMUNICATION STRATEGY

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II- STRATEGY: OFFLINE STRATEGY

Why launching an offline strategy?

The offline activity often matters just as much as the online one :- Helps getting more interaction on social channels- Advertising billboards, packaging, banners or broadcast material (TV, radio,…)

help with the popularity of an e-commerce activity

Need to leverage the power of offline advertising with its existing promotional strategy

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Why do we need offline strategy?

Proper combination of online channel and offline activities can lead to “The synergy effect”

• Helps getting more interactions on social channels• Advertising billboards, packaging, banners or broadcast material (TV,

radio,…) help with the popularity of an e-commerce activity


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Which type of offline campaigns could be profitable to our business?

• Physical showrooms to display the tablets Contact to the product is essential to the potential buyers be more convinced by the product and thus more likely to buy it

• Advertising billboards and banners on buses repeat our marketing message across various channels to strengthen brand

awareness Impact of visual content on people’s imaginary world

• Flyers advertise the brand through amazing visuals aiming at enhancing the tablets Offer potential promotion codes to use online


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III- IMPLEMENTATION: WEBSITE MANAGEMENT

Description:• 9 landing pages with an average score of 94.• Traffic sources are mainly occupied by Organic Traffic (63.4%), followed by Direct Traffic (18.9%)

and Paid Traffic (17.1%). The Email Traffic is negligible with only 0.6% of the total traffic.• The data of all traffic sources is weak in the first 3 rounds but the situation was improved after

the 3rd round. We enjoyed increases of Organic Traffic, Direct Traffic and Paid Traffic. However, the Email Traffic is still disappointing.

Conclusion:• The Improvement of the

landing pages leads to the increase of the Organic Traffic.

• The Improvement of the whole online marketing presence after the 3rd round increased the Direct traffic.

• Bad performance of email campaigns hurt the Email Traffic source.

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III- IMPLEMENTATION: EMAIL MARKETING

The poor performance of email marketing.

The reason:Our target is “interested”. This target want email marketing campaign about a brand or a manufacture rather than a general one that includes various brands.

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III- IMPLEMENTATION: SEM

The first part: round 1-3

• Low conversions and impressions.• Decreasing clicks and CTR

The second part: round 4-6

• Increasing conversions, clicks• The fluctuation of CTR due to the stagnation

of impressions in the 5th and 6th round

Round 1 Rank 4

Round 2 Rank 7

Round 3 Rank 8

Round 4 Rank 6

Round 5 Rank 6

Round 6 Rank 6

Overview:

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1st Round actions:– Build 2 landing pages for “interest”

target in both US and UK market.• Home page• Bestseller tablets: include all popular brands.

– Spend 1500 budgets to create 2 advertisement campaigns for the bestseller tablets landing page.

Results:– In the SEM competition, we ranked at

the 4th position. – We enjoyed high conversion and value

(2nd) but we also suffered from high costs.

Competition for the 1st round

Rank = Conversion value * (value /cost )

PART 1: ROUND 1-3

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PART 1: ROUND 1-3 2st Round actions:

– Improve the existing 2 landing pages and create 2 more landing pages, one or Samsun and one or Ipad.

Results:– In the SEM competition, we ranked at the

7th position. – We suffered from high costs.

3st Round actions:– Create more advertisement campaigns

concerning to the landing pages and split the whole budgets.

Results:– In the SEM competition, we ranked at the

8th position. – We suffered from low conversions and

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PART 1: ROUND 1-3 CONCLUSION

1. Problem with the target?– Our target is “interested”. What interested what is a brand or manufacture.

However, our landing pages covers all the popular brands which is more “Random” oriented.

2. Choose high competition brands?– In the first 3 rounds, we always choose campaigns and keywords with high

competition, high search volume and good trends. However, higher competition campaigns might also mean that we would have lower clicks and lower impressions.

3. Spend all of the budgets?– In the first 3 rounds, we always spent all of the budgets, which due to the fact that

our costs were too high. High costs and low values hurt our performances.

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III- IMPLEMENTATION-PART II

Products

STRATEGY

Popu

larit

y

Move the from hit brands to niche market.o Lower the risk of competition and lower the cost

Study the 2 markets separately, conduct campaign more specifically

1. CHOOSE THE BRAND

2. CREATE LANDING PAGES

3. CREATE CAMPAIGNS

4. CHOOSE KEYWORDS

5. EVALUATION

PROCESS

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CHOICE OF BRANDS& KEYWORDS(1)

Step 1: study 2 markets separately

Step 2: find out the ideal keywords Low competition High search volume Low CPC Positive search trend

Step 3: locate the brands that the keywords belong to

Step 4: choice the keywords that match the criteria

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US MARKET1. WACOM

SONY

LENOVO

WACOM

US

MARKET

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SONY

AMAZON

BLACKBERRY

UK M

ARKET


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SINGLE LANDING PAGE SINGLE BRAND SINGLE CAMPAIGN

Concentrate the design according to the interested target

Match with keywords Raise page score

TARGET: INTERESTED

CREATE CAMPAIGNS

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A-B TESTING

We created A-B testing for Thinkpad, using different website design.The original website includes more keywords related in title and description, and the design is for interested target.And A/B testing website is less concerned with the keywords, and the design mixes 2 segments: interested and buyer.It turns out the original works better.

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EVALUATIONOVERALL TREND

VALUE&COST

FINAL RESULTS

Overall: increasing performance- conversion value Higher cost efficiency: ROAS, CPA Problem: low invest

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