Assignment

Digital and Social Media Marketing

MBA Sem III
SUBMITTED BY
CHANDANI KHATUN
ROLL-18

Question 1

1. Critically examine the case and comments whether the company’s

digital marketing strategy is effective.
The strategy to drive more traffic involved focusing on the Google AdWords
account to help the company realize return for its advertising expenses. The
advertising funds weren’t being spent as wisely as they could have been.
Google AdWords is a marketplace where companies pay to have their website ranked
right with the top organic search results, based on keywords.
The basic gist is, you select to promote your brand based on keywords. A keyword is
a word or phrase the user searches for, who then sees your ad. Your ads will only
show up for the keywords you pick.
Google counts the clicks on your ads and charges you for each click. They also count
impressions, which is simply the number that tells you how often your ad has already
been shown when the users searched for that keyword.
If you divide clicks by impressions, you get the click-through-rate or CTR. This is
the percentage of users who land on your advertised page, because they clicked on
your ad.
The AdWords account was organized to focus on the keywords that would deliver the best
leads back to the company. Expensive keywords that weren’t entirely relevant to the business
were eliminated, making advertising an effective driver of sales leads.

The website copy was also improved, adding keyword-rich text throughout, to improve
search engine visibility. The effort also included redesigning the company’s website and
appropriately indexing the website with Google, to support organic search results.

SEO stands for Search Engine Optimization. It is the process of getting traffic from the
free, organic, editorial, or natural search results on the search engines. Simply put, it’s the
name given to the activity that attempts to improve search engine rankings. In many respects,
it's simply quality control for websites.
SEO may target different kinds of search, including image search, local search, video search,
and news search engines. Employing a sound SEO strategy will help you position your
website properly to be found at the most critical points in the buying process or when people
need your site.
What other digital marketing strategy the firm can adopt to increase
further sales?

Pay-per-click (PPC) advertising

Another powerful and cost-effective online marketing strategy is pay-per-click (PPC)

advertising.

For many businesses just getting started with digital marketing or looking for a quick boost,
PPC is a useful online marketing strategy. It propels your website to the top of search results,
which can help if your company’s organic search result ranking is several pages back. Even if
your company has an established presence in search results — say you rank on page one for
several high-value keywords — PPC can optimize your conversions even more. That is
why PPC and SEO often work together to achieve your digital marketing goals.

Content marketing

Content marketing is another go-to online marketing strategy for companies today.

In content marketing, your business focuses on reaching, engaging, and connecting with
consumers via content. This content, which can include videos, blog posts, infographics, and
more, provides values to users. It’s not, however, sales-orientated copy — it’s informational.

No matter what format you choose for your content, it’s critical that it’s relevant and
beneficial to your audience. You want to create original and high-quality content that makes
users want to share it with their friends, families, coworkers, and other people in their social
network.

Email marketing

Email marketing is one of the most cost-effective online marketing strategies available.

Email marketing focuses on retaining existing customers, as well as gaining new ones. It’s an
excellent technique for building brand awareness, keeping your company top-of-mind, and
encouraging repeat purchases.

A core part of email marketing is developing and refining your campaigns, as well as
growing your audience. Like content marketing, email marketing also focuses on providing
users with valuable information — otherwise, people wouldn’t stay subscribed.

The idea is that, while these users may not need your services or products now, they’ll
remember your brand when it’s time to make a purchase. That brand awareness encourages
them to choose your company when they’re ready to buy.
 Social media marketing

Another Internet marketing strategy for growing businesses is social media marketing.

A few of the most popular platforms for this Internet marketing strategy include:

Facebook

Twitter

Instagram

Pinterest

LinkedIn

With less than 30 percent of companies using social media as a marketing strategy, there is an

immense opportunity for businesses that invest in it. Even better, more than 25 percent of a
user’s Internet time is spent on social media — meaning it’s a perfect outlet for connecting.

So, there are the other digital marketing strategy the firm can adopt to increase further sales.

Question 3

Knorr approached you to prepare a suitable and multi channel digital

marketing plan to attract the younger audience to its products.

With so many channel options, businesses need to develop a multi-channel strategy. Without
a careful strategy, companies attempt a ‘do-it-all’ approach—which Entrepreneur warns can
be ineffective. A ‘focused’ approach is better by far. A 2006 article in the Journal of Service
Research highlights these five challenges companies face when developing a multi-channel
campaign:

 Integrating data
 Understanding customer behavior
 Evaluating channels
 Allocating resources across channels
 Coordinating strategies
These challenges and ways to successfully circumvent them are explained below.

Integrating Data

The only way to gauge the effectiveness of a multi-channel approach is to track customer
responses. Unfortunately, this is easier said than done. Many channels do have excellent
means of tracking customers. Facebook and Twitter have extensive analytics
available. Google Analytics can track movement of every customer through the site.
However, these bits of data do not integrate easily. Did the customer that came through
Facebook initially see the advertisement on Twitter? It’s almost impossible to say. While
each channel has data on customer behavior, these discrete snippets do not provide the whole
picture.

To counter this challenge, companies can build robust data tracking systems. Many customer
relationship management (CRM) software services work to integrate customer data from
social media outlets with website visits. Businesses can also be better informed of customer
traffic through the site by signing up for Google Analytics which can usually display what
channel the customer used to reach the company’s website. These tools provide a better
overview of customer behavior across channels so that companies can make adjustments to
their multi-channel approach. Thus, if no customers are accessing the website via Twitter, it
may be time to divert resources from Twitter to another channel.

Understanding Customer Behavior

If the data shows how customers are contacting the business, marketing managers can begin
to understand how the customers behave. For example, they may start to see patterns. It may
take four points of contact through multiple channels before most customers visit the website.
This could imply that more points of contact may make customers more likely to visit the
website. While such insights can help multi-channel campaigns be more successful, the
challenge is that these conclusions are often guesswork.

To obviate this, marketing managers should constantly experiment and use the data to see
what’s working. If Facebook is sending a bunch of customers to the company website, but no
one can figure out exactly why, that’s okay. While it’s better to understand why a strategy is
working, sometimes it’s just not possible. The alternative is to rely on data that shows what is
working and stick with it for a successful multi-channel campaign.
Evaluating Channels

Data and insights into customer behavior help marketing managers decide what channels to
keep and which to remove—but some customers may come through entirely unique channels
too. It’s also hard to know which channel finally convinced the customer to buy. Since the
data and behavior insights won’t have all the answers, companies need to continue
experimenting. A flood of customers will signal that the multi-channel strategy is working.

Allocating Resources Across Channels

Another challenge that companies face is how to allocate time and money to each channel.
Without knowing which channels are the highest performers, it’s difficult to know where to
send resources. If a company sees a lot of traffic from Facebook, it’s tempting to adjust the
multi-channel approach to direct more funding to Facebook ads. However, this may or may
not increase the number of customers visiting via Facebook. It depends on many factors that
may not be visible to the company or in the data.

To address this, companies should work on finding a balance of resources across multiple
channels. It’s an art to find the right allocation to each channel, but the science shows that
having more than one channel is a good option.

Coordinating Channel Strategies

Multi-channel approaches are inherently more complicated than selling through a single
channel. A Facebook ad may highlight a certain sale. If the person clicks on the ad and lands
on the main page of the company site instead of the sale item, a sale may be lost because the
customer decides its not worth searching for it. Channels often have to be carefully aligned
with each other for maximum benefit. Each ad for each channel may need its own landing
page for the customer to make sense of the buying process. More channels usually add more
complexity.

The best way to address this challenge is through careful planning. Each pathway to purchase
should be analyzed to make sure it is clear and makes sense. A person that sees an online ad
and goes to a brick-and-mortar store should be able to buy the item for the same price. As
companies have improved at integrating channels, a new marketing approach has been
developed: omni-channel marketing.
 The Future of Marketing? The Omni-Channel Approach

The purpose of omni-channel marketing is to provide customers with a seamless buyer’s

experience. It’s the next step in multi-channel coordination–every channel works together
seamlessly. An example provided by Forbes provides insight into a successful omni-channel
marketing strategy:

 Channel 1 (Smartphone): The customer decides to buy a pair of shoes via his
smartphone, but he’s not quite ready to go through with it. He puts the shoes in his cart.
 Channel 2 (Desktop): He goes to his desktop to show the shoes to his daughter. She
doesn’t like the color. He puts a new pair into his cart and waits to get his wife’s coupons
before buying.
 Channel 3 (Email): The customer forgets about the purchase. However, an email
arrives reminding him of the item in his cart.
 Channel 4 (Desktop): He purchases the shoes via the desktop.The cart provides a
seamless experience for the customer. No matter what channel he uses, he is able to continue the
journey towards his purchase.While this level of integration may seem difficult, omni-channel
solutions are available to businesses. CRM software solutions can integrate various channels. For
example, a CRM system may respond to a Facebook message with a reminder email a week later.
These software solutions help companies develop more seamless buying experiences for customers.

 Connecting with customers through multiple points of contact is an effective marketing

strategy. However, the multi-channel approach should be monitored via integrated data. Combined
with an understanding of customer behavior, this data guides the implementation of further
strategies. The complexity of a multi-channel approach can make it difficult to make clear strategic
decisions. However, close monitoring and experimentation help marketers home in on the best
strategies for each company. Finally, careful coordination of each channel makes a multi-channel
approach more likely to be successful. The goal of coordination is likely to be an omni-channel
approach which provides a seamless customer experience, no matter what channels the customer
uses.

2) Prepare a digital add to promote Knorr products and services in social

media of your choice. Justify your choice of social media.
With 9.1 million people in Poland accessing Facebook every day, it was the natural choice to
support Knorr’s TV campaign online. The first step was for Knorr and its agency Kalicinscy
to attend a ‘Spark’ session with Facebook’s Creative Shop. At this half-day immersive
session, Knorr developed its brand pillars and visual identity on Facebook, while thinking
about the themes and messages that would resonate most with its target audience.
“The ‘Spark’ session was invaluable, as it allowed us to really dig deep into what the Knorr
brand stands for and how it should look on Facebook,” says Ewa Pierzynska, Brand Manager
at Knorr. “By the end of the session, there was an incredible excitement about the new
approach we’d developed, and the impact this could have on Bulionetka.”
Marta Czarnecka, Head of Media Poland & Baltics, Knorr, added: "Using Facebook
alongside TV has delivered a measurable impact on both brand and sales KPIs. From now on,
Facebook will be a key part of our media mix."
The results

According to measurement studies from Neilsen and GfK, Facebook achieved incremental
reach of 10% alongside TV (including 38.3% reach among the younger consumer base). It
also successfully drove 100,000 samples over a 3-week period.
This, in turn, boosted sales of Bulionetka. People who received a sample from Facebook
spent almost 2X on their next purchase compared to regular consumers, while people who
had seen the ads on Facebook and TV spent 1.5X compared to consumers who had only seen
the ad on TV.

3) Assume that You are a Consultant in Marketing. A deodorant product segmented for
teenagers are to be launched through online marketing. Suggest online website
marketing strategy.

Ans As a marketing consultant I would suggest the following strategies I will suggest
deodorant product segmentation