Gabriel Angel V.

de Vera
Case Study Report on Digital Marketing at HBS Online
1- How can Mohsen improve the customer acquisition process and resource allocation to
reduce acquisition costs and improve the effectiveness of paid media?
Moshen can improve his customer acquisition process and allocate HBS Online resources by
focusing on boosting conversion rates. This improvement can be made by increasing email
marketing and following up on those already applied but have not submitted to HBS Online. To
improve on the effectiveness of paid Media, HBS Online has to look at its data and put the
insights gathered into use.
HBS Online needs to increase the conversion rate from application to submission, as it is only at
49 percent as of 2020. They can try to boost said conversion rate by retargeting those who have
applied to the program. For example, those who have applied can be retargeted by emails to
encourage them to complete their submissions. Another alternative HBS Online can look at is if
the potential enrollee does not seem interested in writing an essay; perhaps they can do a
survey or give them a questionnaire to answer.
Increasing email marketing is one way that HBS Online can reduce its customer acquisition cost
and better allocate its resources. As of the moment, email marketing is only 8 percent as a
source of traffic to HBS Online. Since this comes at almost no cost to HBS Online (based on
exhibits in the case), they can put more effort into email marketing.
Lastly, to improve the effectiveness of its paid media, HBS Online has to look at its data and see
how it can tweak its media spending to improve its leads and enrollment. The specific data that
HBS Online should look into is the leads and conversion that certain keywords produce. They
can drop certain keywords that do not generate many leads and create different iterations of
keywords that generate leads. Moreover, if they can see which keywords also lead to organic
leads, they can reduce their Google search spend.
2- What digital marketing opportunities exist beyond paid media to accelerate growth?

Conversational Marketing is one opportunity that exists beyond paid media. Conversational
marketing is a hybrid between chatbots and real people. Conversational marketing aims to
create a real-time one-on-one interaction and connection between marketers and potential
customers. It is like chatting with a friend or family member, therefore making it more personal.
That way, marketers can engage customers individually and answer queries or doubts they may
have. Of course, chatbots can address that, but this can address a segment that prefers a more
personal touch.
Interactive content is another opportunity that can be explored. Aside from pictures and
videos, more and more consumers are looking for an interactive experience when visiting
websites. For example, there are 360-degree tours of campuses or tourist destinations where
the user can click on certain areas to view the area more or zoom in. There are augmented
reality options as well. Quizzes and polls are other methods of interacting with the potential
consumer.
Lastly is Social Media Marketing. Although a company can pay for ads with social media
(Facebook, Instagram, and similar platforms), there can be a huge opportunity for marketers to
collect testimonials and stories from users who have used their brand. These testimonials can
come in the form of reviews and ratings, but customer stories generate a more powerful
impact. The opportunity for brand awareness growth is exponential in social media, and if used
properly, it can lead to brand recognition and trust by customers. In addition, many people are
influenced by what they see their friends and family sharing on social media. Especially on
Facebook, where there are groups wherein people share what they think of this dish from a
certain restaurant. From there, potential customers can recommend to their other friends and
family.
A good example of this is the hype of Andoks Litson Baka (Roast Beef) here in the Philippines.
Andoks is well known for its Litson Manok (roast chicken). When they came out with their
Litson Baka, and food enthusiasts started to share them in different groups, the customers
were more aware of the new offering. As a result, sales grew, as evidenced by the positive
reviews and long lines at Andoks outlets.