Digital Marketing Strategies From Brand Awareness To .

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Digital Marketing Strategies – From Brand Awareness to EngagementDiana Isabel Leite de AlmeidaInternship ReportMaster’s Degree in Marketing DigitalPorto – 2014INSTITUTO SUPERIOR DE CONTABILIDADE E ADMINISTRAÇÃO DO PORTOINSTITUTO POLITÉCNICO DO PORTO

Digital Marketing Strategies – From Brand Awareness to EngagementDiana Isabel Leite de AlmeidaInternship Reportpresented to Instituto de Contabilidade e Administração do Porto for the Master’sdegree in Marketing Digital under the guidance of Dr. José MagalhãesAuthor NoteThis internship was carried out under the Erasmus Program for college studentsand under the agreement between the sending institution, Instituto Superior deContabilidade e Administração do Porto and the host company, eRise, located inBudapest, Hungary, under the guidance of Vilmos Schwarz.Porto – 2014INSTITUTO SUPERIOR DE CONTABILIDADE E ADMINISTRAÇÃO DO PORTOINSTITUTO POLITÉCNICO DO PORTO

AcknowledgementsTo my parents, those mainly responsible for this step in my life, supporting mealong the years and always pushing me to be better. Without them and all their worknone of this would be possible, so to them I leave my biggest thank you.To my brother, my sister-in-law and my nephews, for being the best familyanyone could ask for and for never letting me forget the child within myself, bringingup the best in me even on the cloudiest days.To my boyfriend, for always believing in me even when I doubted myself, foralways knowing how to make everything easier and for being with me every step of theway, thank you.To my dearest and oldest friends, the ones that know all the parts of me and thatfor better and worst keep on being one of the most important parts of my life, for neverneeding words.To my newest friends, for the roller-coaster of experiences that lead to thediscovery of a new me, for making me crazy and for keeping me real. Experiences aremade of people, and I couldn’t imagine mine without them.To my work colleagues and friends, for leaving aside the conventional, beingnothing but ordinary; for never holding me back, for the understanding, affection andpatience, thank you very much.ii

To Vilmos Schwarz and to the company eRise, for making me feel so welcomeand for receiving me with such enthusiasm. All the given support and opening wasessential not only to this work, but to a personal growth.To the professor and mentor, Eng. José Magalhães, for accompanying all thework and for the given support, not only along the semester but during the time thatfollowed, I appreciate it.To ISCAP and IPP, both institutions that accompanied me for the last five yearsand where I could grow and learn. Their initiatives and programs like Erasmus allowedthis experience to be possible, so to them I leave my appreciation, together with a widerange of memories and moments I’ll forever treasure.iii

AbstractDigital marketing strategies have proven to be essential for driving business on agrowing technological society. Their large range of tools and ways to combine themmakes every company a new challenge for what it concerns to the creation of their ownstrategies. Flexibility is one of digital marketing big characteristics once, besideschanging from organization to organization, they also change on their course,demanding adaptation to the market trends. As such, this report is focused on thecreation of a digital marketing strategy for eRise, a hungarian technology company,from the market situation analysis, the identification and search for the targetcharacteristics, to the internet marketing mix, and online tools to measure results andtake conclusions.With generic positive results on the performed campaigns and actions, it’sconcluded the need for a good balance between differentiation, optimized searchabilityon search engines, and engagement when building online strategies.iv

IndexAcknowledgements . iiAbstract . ivIndex . vAcronym Glossary . xiiIntroduction . 1General Framework . 1The need for online strategies. . 2Reasons to keep on researching the subject. . 3Problem Statement . 4Summary conclusions . 5Internship Motivation . 5Limitations . 6Keywords . 7Chapter structure . 7I – Literature review . 8Internet marketing . 8Consumer’s behavior – the purchase process . 9Strategy . 10Market analysis – internal and external. 10Marketing strategy formulation. . 11Designing the costumer experience. 13v

Marketing Mix. . 13Digital products. . 14Place. . 15Price. . 15Promotion. 16Branding. . 22Community. . 23Crafting a customer interface and designing the marketing program. . 25Analysis and control. . 25II – The Enterprise . 28eRise. 28Structure and Organization. 28Location and Contacts. . 28Provided services. 28Mobile development. . 28Web development. . 28Graphics. . 29Portfolio. 29GetConversion . 29Products. . 30III - Internship . 32Methodologies . 32vi

Market analysis. . 32Target and segmentation. . 32Positioning. . 33SWOT analysis. . 33Competitors. . 34Marketing strategy formulation. . 34Goals. . 34Resources. . 35Sequence of actions. . 35Designing costumer experience. . 35Place. . 36Price. . 36Crafting the interface. . 37Promotion. . 38WordPress Optimization. . 38GetConversion website optimization. . 40Banners. . 42Email marketing campaigns. . 43Partners. . 48New product release. . 48Analysis and Control. . 50Survey. . 50vii

Google Analytics. . 51Conclusions . 52References . 54Attachments . 57Attachment 1 – SWOT . 58Internal Analysis. . 58Attachment 2 – Competitors . 59Attachment 3 – Planned Sequence of Actions . 61Attachment 4 – Keywords WP . 62GC Message Bar. 62GC Message Box. 62GC MailPoet EX. . 62Attachment 5 – WP Downloads Number of Downloads . 63WP Downloads per day – GC Message bar. . 63WP Downloads per day – GC Message Box. . 64WP Downloads per day – GC MailPoet EX. . 65Total Values. . 66Attachment 6 – GC Website Keywords . 67Page: Home. . 67Page:Product/ GC Message Bar. . 67Page: Product/ GC Message Box. . 67Page: Product/ GC MailPoet EX. . 68viii

Page: About. . 68Attachment 7 – On page SEO . 69Percentage of Visitors Coming from Search Engines. . 69Internal Links Analysis. . 69Attachment 8 – Campaign N. 1: Questionnaire: Social Proof . 70Email. . 70Top locations by opens, by MailChimp. . 71Email performance on the first 24 hours, by MailChimp. . 71Links’ clicks, by MailChimp. 71GC Website Statistics, by Google Analytics. . 72Attachment 9 – Campaign N. 2: MailPoet EX PRO release 1. . 73Email. . 73Email performance on the first 24 hours. . 74GC Website Statistics, by Google Analytics. . 74Attachment 10 – Campaign N. 3: MailPoet EX PRO release 2. . 75Email. . 75Top locations by opens. . 76Email performance on the first 24 hours. . 76Links’ clicks. . 76GC Website Statistics, by Google Analytics. . 77Attachment 11 – Campaign N. 4: MailChimp EX PRO release . 78Email. . 78ix

Top locations by opens. . 79Email performance on the first 24 hours. . 79Links’ clicks. . 79GC Website Statistics, by Google Analytics. . 80Attachment 12 - Campaign N. 5 - Early Bird expiration . 81Email. . 81Top locations by opens. . 82Email performance on the first 24 hours. . 82Links’ clicks. . 82GC Website Statistics, by Google Analytics. . 83Attachment 13 – Campaigns General Overview . 84GC Website visitors. . 84Plugins’ Number of Downloads on WP. . 85Campaigns Results. . 86Attachment 14 – MailChimp Partnership . 87Attachment 15 – Questionaire: Social Proof . 88Survey. 88Results. . 91Attachment 16 – General analysis . 93Website traffic, by month, provided by Google Analytics. . 93Website traffic variation along time. . 93x

Website number of visitors evolution along April, May and June, by GoogleAnalytics. 94Website number of visitors evolution along April, by Google Analytics. . 94Website number of visitors evolution along June, by Google Analytics. . 95Attachment 17 – Sequence of Actions’ Detour . 96xi

Acronym GlossaryAPAPAssociação Portuguesa das Agências de Publicidade,Comunicação e MarketingB2BBusiness to BusinessB2CBusiness to ConsumerCEOChief Executive OfficerCRMCustomer Relationship rText Markup LanguageSaaSSoftware as a ServiceSEMSEOSWOTW3CWPSearch Engine MarketingSearch Engine OptimizationStrengths, Weaknesses, Opportunities, ThreatsWorld Wide Web ConsortiumWordPressxii

IntroductionGeneral FrameworkThe implications of the evolution of the internet for businesses is that being amarketing professional is definitely not easy. The constant change is the only thingmarketers can rely on in order to make a good job, oriented for today’s marketconditions and for tomorrow’s trends. To be one step ahead of the competition is thefirst requisition for brands to grow and prosper, working as an advantage while the otherbrands struggle to keep up. But if this was the main fight since the Industrial Revolutionfor marketers, this fight became even tougher with the appearance of the Digital era.The door that the appearance of internet has opened made the world enterdirectly into a new range of opportunities in almost every field of expertise.Characterized by its immediacy, easy ability for quantification and customization,network effect, and a strong user involvement (Lindon, Lendrevie, Rodrigues, Lévi, &Dionísio, 2009), internet turned everything faster and more connected.Big amounts of information online are transferred in just a matter of seconds tothe other side of the planet, and companies can’t forget this when communicatingonline. Even though there are still a lot of companies for whom this is still unexploredterritory, digital communication for businesses isn’t exactly a recent subject, and theinnumerous tools known and used by marketers nowadays were approached in theirmeaning and functionality by many authors since their early days.Many are the discussions about the pros and cons of the internet and if on onehand it’s easier for an organization to have their products and services worldwideknown and sold, on the other hand it’s also very easy to ruin a whole brand image witha simple mistake.1

The need for online strategies. This leads us to the major importance ofbuilding online proper strategies that, as offline strategies, allow companies to anticipateinternal and external movements and build more reliable relationships with theircustomers. It must be reinforced that even though these pre-designed strategies shouldwork as guidelines, they should also be endowed with some flexibility as the marketenvironment is always changing and evolving (Ferrel & Hartline, 2012).In a reality where users are inundated with information, suggestions andrecommendations from the minute they start their day (James & Durham, 2013), it’shard to stand out on a relevant and efficient way. This doesn’t mean companiesshouldn’t invest in the digital element. On the opposite, research shows that 92% ofusers experience a real emotional buzz from this search, discovery and purchase ofonline deals (James & Durham, 2013). People are finding most of the information andmaking the first contact with the organizations online, almost obliging companies toown a website (The Internet Marketing Academy, 2011).The enormous amount of information available to the costumers on the webtogether with better searching and sharing tools have taken them to a higher andpowerful level (Miller, Waldow, Rothman, & Roberson, 2013). At the same time, eventhough users are more well-informed and shopping experienced, it also becomes harderfor them to live in the digital era, once they have a much bigger range of choices(Lindon et al., 2009), and with so many unreliable existing websites it gets moredifficult to trust online communication.To improve digital techniques and to keep on evolving along with the marketand with the increasing trend for more digital savvy consumers, (James & Durham,2013) is essential for companies to decrease this mistrustful component from the user.2

Reasons to keep on researching the subject. With so many studies andresearches about the digital strategies subject, companies keep falling in the samepatterns and making the same mistakes, giving marketers and other related professionalsthe need to keep on studying these market behavior changes and online tools’ evolution.This can be justified with the most common error companies make: strategygeneralization. Every organization is different, it has its own target, business sector, andother singularities that, without testing, there’s no way to know which the best strategyis for it (Krishnayana, 2013).As a dynamic system, internet raised the issue of global competition, expandingphysical limits and barriers, and bringing companies an urgent need to promptly adaptthemselves (The Internet Marketing Academy, 2011). Elevating communication to adifferent stage, internet ended up allowing organizations to better understand theircustomers (James & Durham, 2013), through artificial intelligence, that by accessingcustomer databases provide consume patterns (Ferrel & Hartline, 2012).The same way the best sales professionals know exactly how to behave with thecustomers during and after a purchase process, conducting, step by step, the consumerto gain their trust and establishing a close relationship, the same should happen in anonline business. Even though impulsive buyers and purchases are good for business,they are not the main things responsible for the growth and evolution of a business(whether offline or online). Instead, properly planned strategies, in this case onlinestrategies, involving and combining several tools seem to be the best option in order toconsolidate client-business relationships.One of the most important gaps that new technologies fill is referent to the muchmore random customer behavior process that, on a traditional market followsapproximately the same patterns (Ferrel & Hartline, 2012), and, for the potential they3

carry, the most important task for each company will be testing and analyzing each stepof its strategy. Comparing different campaigns will not only generate better results, butit will allow organizations to know their customers better. Long term relations boost apositive word-of-mouth.Problem StatementWith the rules our digital era changing again and again so quickly, it’s not easyfor a business to know how to stand out in the digital market, and once there’s nostandard solutions that work for every company simultaneously, each company has todo its own homework in order to discover how to make the business drive using theavailable options.Why do some websites work, grow and evolve on an organic way, bringingmore subscribers, more costumers, increasing brand awareness and creating dynamicrelationships with their users, and some simply don't, is one of the big questions thatmany marketing professionals are still trying to answer. Compensating the lack of aphysical product or establishment involves a big effort on a company because they needto find alternatives to create engagement and long-term relationships exclusively online.On the bright side, technologies also brought the opportunity to better manage theserelationships through the availability of data about users behavior, whether on awebsite, on a online ad or even on email campaigns, giving more power to theintangible element (Lindon et al., 2009) and reducing some customer relationshipmanagement (CRM) costs (Ferrel & Hartline, 2012).How to use and combine these tools on a brand new business, a startup, bringingsome notoriety to the brand was the main issue approached during the internship.4

Summary conclusionsThe digital environment is much more competitive than the traditional offlinemarket. One of the reasons is because companies are competing globally and, as themarket is so big, there’s a much higher need to target properly and to build strong onlinerelationships in order to create trustworthy brands and positioning. The temptationmight be to want to step away from all the competition but the truth is that internetmarketing is no longer an option, with consumers researching first online than ontraditional stores. It’s essential for companies to work hard on discovering which are theright communication channels for them and in which conditions they should build thiscommunication.Internship MotivationThe will to perform this internship came with several motivations. The first andstronger one was focused on the professional side. To acquire competences as a digitalmarketer assisting companies in improving their online presence and performance, inorder to boost their growth and target learning is an important step to gain confidenceand credibility as a professional. For some years now, online techniques have beendeveloped to learn and influence users’ behavior, such as inbound marketing, SEO oradvertise campaigns. Doing the internship was one of the best ways to practice and testall of these tools.On a more personal level, an international experience gives the worldwideconcept that internet has a more literal meaning, allowing myself to extend my horizonswhilst bringing the company an outsider perspective. The fact that the company islocated in the center of Europe and has an international client portfolio was anopportunity to have a wide open picture of the surrounding countries’ visions and workmethods.5

LimitationsAs every work has its limitations, the current one was no exception and therewere some barriers to a deeper and more complete study on the appliance andeffectiveness of some of the digital strategy tools.This way, during the internship and during the report execution, the followinglimitations were identified: Conditioned budget – Because it was a startup, all costs were limited,influencing campaigns and the implementation of other actions that could or should beincluded in a digital strategy. Non implementation of every step of a digital tool – In SEO case, the websitewas fully optimized as a task, with the exception of the Meta tags filling with thekeywords, complicating the results measurement with precision. Lack of time – It was not possible to explore other valuable, essential andvery present components such as social media or the mobile element, leaving thestrategy very incomplete on its whole and giving the results an enormous bias incomparison to what are called the succe

essential not only to this work, but to a personal growth. To the professor and mentor, Eng. José Magalhães, for accompanying all the work and for the given support, not only along the semester but during the time that followed, I appreciate it. To ISCAP and IPP, both

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