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Mossto Digital Strategy:Market Segments, Targeting &
Promotions
Mossto offer shoes with an optimised adaptive mould and a
heel with magnetic attachment.
The shoe heel size ranges from 4-8 inches and there are
about 30 different designs and colour variations as well as
accessories such as additional magnetic heels.
Mossto holds a patent in 92 different countries for the
design of the unique heel.
MOSSTO
Mossto will be implementing a diversified digital strategy which involves targeting a new group of
customers with whom Mossto has not dealt with before, with a new product.
The strategy includes redesigning the current website to demonstrate the unique selling points of
the shoe
The strategy sets out the viable market segments and the markets that will be actively targeted
The objectives of the strategy will determine the promotional tools used and how the target markets
will be made aware of the shoe
Objectives
Objective 1 - Achieve a 10% market awareness
within 6 months of the launch of the branding
campaigns
Objective 2 – Sell 10,000+ units within 6 months
from new purchases
Segments
Single/married twenty and thirty something year old females with an active lifestyle. Their
incomes are above the national average and with less financial commitments, shopping
online is a regular activity.
Often they live in London (use geodemographic targeting and enhanced bids for
metropolitan locations)
They have multiple bank accounts and credit cards and will use these to actively purchase
online (new website should be secure and have security logos to inspire confidence)
Market Targeting
They are the internet generation, ‘early adopters’ most likely to use smart phones and frequently use
the internet and new technology.
They have a cosmopolitan outlook and enjoy their urban lifestyle which includes going to the cinema,
theatre, restaurants and make the most of the nightlife in the big city.
Ownership of iPhones, iPads and other smartphones is high and this is an opportunity to use device
targeting with multiple messages on Adwords, Bing etc.
They use social media actively on mobile devices and this is an opportunity to target them with video
and Facebook Ads.
Promotion (Tactics)
The primary promotional tool is the video which will be used in conjunction with
other tools set out below:
1. Adwords
2. Bing (PPC)
3. SEO – Google, Yahoo and Bing - keywords
4. Affiliate Marketing – Affiliate Window, Webgains, Tradedoubler – which publishers we want to work with
5. Social Media – Facebook, Twitter, YouTube, Google+
6. Online PR – to target media that they regularly access – newspapers and magazines
Online PR
Writing and publishing Press Releases, Articles and Feature articles
Press Releases will highlight the benefits of the Mossto Shoe and how its unique features can benefit
the target market
Releases will be sent to every relevant media, blogger and freelancer in the UK
Some media to target are major national newspaper, national news outlet and glossy magazine in the
UK including Marie Claire, The Times, The Guardian, The FT, The Independent, The Daily Express, The
Mail, The Mail on Sunday, The Mirror, The Sun, Sky News, BBC News and Reuters.
Hire a Freelance PR Writer who can write, publish and follow up with specific media
PPC (Adwords, Bing, Facebook Ads)
Campaigns will be split between:
1. Brand Awareness Campaigns: The primary branding campaign will be an online video
campaign for YouTube Platform. The second is finding relevant sites on the display network
to place banner Ads on.
2. Direct Response: Create both Search and Display campaigns. Search campaigns will be
used to bring traffic for keywords that are found in the keyword research stage. Display
campaigns will include text and image ads and will include CPC and CPM bid strategieS
3. Remarketing campaign: This is to retarget people who have visited the site but did not
convert.
We will avoid hounding or harassing them by using impression caps.
Social Media
Social media goals will be about building relationships and providing value and not over-promoting
the Mossto brand.
We will follow the 80/20 rule, which states that we will post non-promotional content 80% of the time
(your own valuable, helpful, or personable stuff, or related content linking to another source), and
reserve the other 20% for being more overtly promotional
Will create profiles on the major platforms Facebook, Twitter, Google+, Pinterest, LinkedIn etc and
eventually narrow it down to the platforms bringing the best returns.
Will create a profile theme on each platform with design and colours that match and enhance the
brand.
Content will be repurposed across social media. So will blog about it, tweet it, make a video, share
on Facebook, turn it into an infographic or pinterest, etc.
Will measure with Google Analytics and other tools and key metrics will inform ongoing strategy.
Affiliate Marketing
Two –three UK affiliate networks to launch the Mossto affiliate program on, such as:
1. Affiliate Window 2.Webgains 3. Tradedoubler
Work with a wide range of publishers and affiliates including content, shopping comparison, coupon,
social media and email affiliates. Will also work with PPC affiliates but won’t allow brand bidding
This will be a CPA program and commission rate will be 5%
We will identify super affiliates and work with them to increase traffic to the site and increase sales
Launch a Tier 2 affiliate program
Include an incentive program that rewards top affiliates with more commission and gifts
SEO
Keyword targeting for keywords such as ‘interchangeable heels’
Link building for keywords that have been discovered at the research stage for link building purposes
These keywords will be included in title tags, meta tags, website content, alt tags
Active webmaster tools and Google analytics tools to track and manage organic and PPC traffic and
all other traffic
Continuous on-page and off-page optimisation to maintain organic rankings and discover more
keywords to rank for.
Place (Tactics)
Customers and prospects will see the shoe demonstrated on the
website, Facebook and YouTube
They will be able to purchase it on the Mossto secure website
Website will include the video, product features, benefits in
bulleted form
Web will provide details about the history of the brand, the
mission, vision and brand identity of the company
Details of offers, discounts, seasonal promotions will be available
to customers on the website, Facebook and other social platforms.
Budgets
Budget will be set according to marketing objectives of market awareness and units to be sold.
Budget will be based on 6 months of activity which begins at launch on the 1st of October 2014
Budgets
1. PR
2. Adwords
3. Affiliate
4. SEO
5. Social Media
6. Online PR
Control
We will use the Brand Recognition template to measure the impact of the Mossto brand launch.
Key metrics to be measured, monitored and managed for Adwords, Bing and other direct marketing
tactics will include conversion rates, ROI, ROAS and Revenue per click.