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DIGITAL MARKETING STRATEGY
MBA Class of ‘14
Total staff
20 Established
1991 Departments
3 Family-ownership
98% directors
Company profile
DIGITAL MARKETING STRATEGY
Abbreviation of
Hokkien (dialect) for
‘job well done’
Genesis of name
“Chorh horh horh”
BUILDING
SECURITY
SGD 9M
Annual
turnover
Lines of business
Retrofitting & renovation of
conservation shop-houses;
building Good Class
Bungalows (GCBs)
Sole distributor of Israeli
wireless alarm brand Visonic
& Russian security software
brand AxxonSoft
Presence in
DIGITAL MARKETING STRATEGY
Our marketing problem & call to action
Call to
action
Generate
awareness & clarity
for prospective clients
Understand Create
Communicate Extract Deliver
VALUE
At present
Misperception & uncertainty regarding the firm’s
product & service offerings – potential loss of revenue opportunities
solely in buildings?” “Do you specialise “I assumed you did only
security” offer?” “What do you
Purchase / attribution funnel
DIGITAL MARKETING STRATEGY
EXPOSURE
Prospective home owner
perceives need to engage a
competent & cost-effective firm
AWARENESS, EXPLORATION
.. builds initial consideration set
based on available options and / or
exposure to recent touch points
CONSIDERATION,
DECISION-MAKING
.. adds or subtracts from the consideration
set based on own evaluation and / or
recommendations by influencers (architects)
CONVERSION, SALES
.. eventually engages a firm who is either
shortlisted through a tender process or
directly engaged (without tender)
RELATIONSHIP MANAGEMENT
.. builds expectations based on positive or
negative experiences with the firm which
will help inform future decisions
RETENTION,
ADVOCACY Positive experiences may lead to
recurring business for the firm
designate.sg/
chhsys
Key touch points
DIGITAL MARKETING STRATEGY
EXPOSURE
AWARENESS, EXPLORATION
CONSIDERATION,
DECISION-MAKING
CONVERSION, SALES
RELATIONSHIP MANAGEMENT
RETENTION,
ADVOCACY
CLOSURE
Interactions with the firm,
customer service
ACTIVE EVALUATION
Consumer-driven (inbound)
marketing
Word-of-mouth
Online research
Offline (print) reviews
INITIAL CONSIDERATION SET
Firm-driven (outbound)
marketing
Direct sales / marketing
Trade shows
Sponsorship
Prior website Tedious navigation
Depiction of both lines
of businesses unclear
Lacking comprehensive portfolio of products & services
Limited compatibility with mobile browsers
Paid search advertising & content creation
DIGITAL MARKETING STRATEGY
Placing Google AdWords ads next to Google search results for boosting website traffic to drive greater overall awareness of Chh’s products & services
OBJECTIVE
DIGITAL MARKETING STRATEGY
Placing Google AdWords ads next to Google search results for boosting website traffic to drive greater overall awareness of Chh’s products & services
OBJECTIVE
Revamped website Better navigation
Clear depiction of both
lines of businesses
Comprehensive portfolio of products & services
Maximum compatibility with mobile browsers
“..the 90th percentile of sites by the industry”
Paid search advertising & content creation
Campaign kicked off with a single ad group
First set of 4 key words
Budget of $3.50
Turned on Phrase match
Daily Budget updated to $5.50
Exact match: ads may show on searches that are an exact term & close variations of that exact term
Turned off Phrase match and enabled Broad match
Max CPC for all keywords set to $0.95
Broad match: ads may show on searches that include misspellings, synonyms, related searches, etc.
Keywords [visonic power master] visonic power master
Searches visonic’s power master visonic power master in
Singapore
DIGITAL MARKETING STRATEGY
Day 1 - 4 Day 5-11 Day 12
RESULTS Display Search Display Search Display Search
Impressions 1775 (444/d) 1067 (267/d) 104 (15/d) 698 (100/d) 296 84
CTR 0.17% 0.75% 1.92% 1.72% 0 0
Methodology & results of paid search advertising
Day 1 Day 12 Day 5
Added 3 new ad groups
Updated 40+ new Keywords recommended by AdWords
Different set of keywords for each group
No further ad groups (4)
Added negative keywords to filter out irrelevant traffic
Negative match: ads may show on searches that are searches without the following terms.
End of campaign
Keywords [visonic power master] - verizon; - ADT security system
Searches visonic’s power master visonic power master
DIGITAL MARKETING STRATEGY
Day 13 - 21 Day 21-25 Day 1-25
RESULTS Display Search Display Search Display Search
Impressions 4304 (478/d) 1766 (196/d) 3443 (689/d) 894 (179/d) 10907 (436/d) 4721 (189/d)
CTR 0.16% 1.30% 0.15% 1.23% 0.16% 1.14%
Broadened geographic reach to Malaysia
Methodology & results of paid search advertising
Day 13 Day 22 Day 26
DIGITAL MARKETING STRATEGY
Google Analytics
% New Sessions
24% of all searches made from mobile & tablet devices
62% of website visits through search are attributed to AdWords
Significant spike in referral traffic (Facebook) coinciding with trade show
DIGITAL MARKETING STRATEGY
Google Analytics
73% of visitors from Singapore
& Malaysia
Greater interest in security business
Visitors used the contact form
on website
Social search advertising
DIGITAL MARKETING STRATEGY
OBJECTIVE
METHODOLOGY OUR RESULTS
KEY LEARNINGS
Three unique campaigns (duration of 5-7 days for each) aimed at growing:
Facebook page likes Clicks to webpage by advertising
construction services only Clicks to webpage by advertising
security services only
Initial target age group at 25-54 premised on higher purchasing power; gender-neutral
Reach, i.e. no. of times ad appears on a user’s newsfeed: 9189 (total)
Page Likes , i.e. unique subscribers to Facebook page: 52
Clicks to Website: 110
Create targeted ads based on specific demographic variables to drive greater awareness of Chh’s products & services
Target a younger 25-34 age group Higher engagement, lower Cost per Like: 16₵ vs 48₵
Focus on advertisement placements for mobile News Feed Mobile (NFM) captured 84% of total reach
Importance of quality & attractiveness of content Photos of homes attract more clicks than security devices
Key takeaways
DIGITAL MARKETING STRATEGY
Careful selection of keywords is vital; use of Google-recommended keywords is unlikely to be as effective
Although display networks generate 1/3 of all website clicks
compared to search networks, they yield 3x as many impressions; firms need to distinguish between both & determine which would
yield a higher conversion for their businesses
Facebook a more effective engagement tool for younger audiences
Importance of quality & attractiveness of content on Facebook,
which is more frequently accessed on mobile devices
Regularly measure & interpret results to continuously improve upon
website & Facebook page features for improving salience
THANK YOU