Digital Marketing

Capstone Project
Course | University of Illinois at Urbana-Champaign

TIAGO LOPES SILVA

Feb/2024

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Sumário
1. TASK 1 –...............................................................................................................................3
a. Getting to know Grainger......................................................................................................3
b. MRO Industry.........................................................................................................................3
2. TASK 2..................................................................................................................................4
3. Bibliography..........................................................................................................................4

DIGITAL MARKETING CAPSTONE PROJECT

Problem Description: In this Capstone, your task will be to present a campaign to the
Grainger Digital Marketing team on how to increase the awareness and sale of Bosch
power tools by 10% on Grainger.com. You will target the current and potential customers
by focusing on display and email channels. Display advertising could be through
Grainger.com or through programmatic display ad purchases. The email database is owned
by Grainger and has users interested in the category of power tools.

Question 1: How can Grainger increase sales of Bosch Tools power tools on Grainger.com
to customers who first visit Boschtools.com? Consider the scenarios listed below.

 Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a
drill), but do not visit Grainger.com.
 Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, log in to Grainger.com, and visit the power tools category.
 Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, log in to Grainger.com, and visit the plumbing category but not power
tools.

Question 2: How can Grainger cross-sell/up-sell more Bosch products from categories
beyond power tools to its existing customers? You can assume that these existing
customers have already bought Bosch brand tools on Grainger.com.

Grainger is the client for this Capstone

Grainger and Bosch Tools are partnering together to explore ways to increase sales
of power tools on Grainger.com by sharing data on user behavior from the Bosch
Tools website.

CRM software to better understand its diverse audience behavior and market to select trades more
efficiently on the right social media channel.

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A Long and Winding Road: The History of
Marketing
Marketing, the art of promoting and selling products or services, boasts a
surprisingly rich and long history, stretching back much further than the digital
age. Let's embark on a journey through time to explore its fascinating evolution:

Early Traces (1500 BCE - 18th Century): The Seeds of Persuasion

 1500 BCE: Evidence suggests early forms of marketing in Mesopotamia,

with merchants using clay tablets to advertise their goods.
 Ancient civilizations: Egyptians, Greeks, and Romans employed 吆喝,
public demonstrations, and endorsements to promote products.
 Middle Ages: Guilds and traveling salespeople emerged, relying on
word-of-mouth marketing and ярма 市 to reach customers.

The Industrial Revolution (18th - 19th Century): Mass Production and

Mass Marketing

 1730s: The invention of the printing press revolutionized advertising,

enabling mass production of pamphlets, posters, and newspapers.
 Industrial revolution: Increased production led to a shift from seller's to
buyer's market, necessitating new marketing techniques.
 Branding and trademarks: Emerged to differentiate products and build
customer loyalty.

The 20th Century: A Shift in Focus

 Early 1900s: Scientific advertising principles developed, emphasizing

research and data-driven approaches.
 Rise of mass media: Radio, television, and newspapers became
powerful tools for reaching large audiences.
 Marketing mix: The concept of the "4Ps" (Product, Price, Place,
Promotion) emerged, providing a framework for marketing strategies.
 Market segmentation and targeting: Businesses began tailoring their
messages to specific customer groups.

The Modern Era (Late 20th Century - Present): Embracing the Digital Age

 1980s: The rise of personal computers and the internet laid the
foundation for digital marketing.
 1990s: The World Wide Web exploded, ushering in the era of websites,
email marketing, and search engines.
 2000s: Social media, mobile marketing, and content marketing gained
prominence, fostering two-way communication and engagement.

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  Present: Artificial intelligence, voice search, and the metaverse are
shaping the future of marketing, offering personalized experiences and
immersive virtual worlds.

Key Takeaways:

 Marketing has constantly adapted to changing technologies and

consumer behaviors throughout history.
 From early 吆喝 to sophisticated digital campaigns, the core principle of
connecting with and influencing audiences remains constant.
 The future of marketing promises even more innovation, driven by
emerging technologies and a focus on creating meaningful customer
experiences.

This is just a brief overview of the vast and ever-evolving history of marketing.
Each era has its own unique stories, challenges, and triumphs, shaping the
marketing landscape we experience today.