Digital Marketing - Bosch and Grainger
Autor: Baibhav Jena • December 14, 2017 • Research Paper • 885 Words (4 Pages) • 1,033 Views
Baibhav-Jena-Module4-Task2
Statement: Describe your email and display campaigns for the users in Audience Category 1. Talk about details such as landing pages and possible option of coupon incentives that can be used to satisfy the business objectives for various scenarios etc.
Audience Category 1: users landing on grainger.com directly
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Only 0.29% of the traffic is through Display ads.
- a) New Customers - Many new customers visit Grainger.com on a daily basis. Grainger wants to target these new customers and increase the sales of Bosch power tools on Grainger.com.
For new customers, we can market Bosch Power tools through Display ads and Email Ads.
Display ads and video ads – use of banner ads will help the new customers to find what they are looking for and will help the brand with number of clicks and ROAS. Every new customer clicking on the display ad will be directed to the Bosch Website with the particular product or category. Serve ads on Grainger home page and digital marketing platform using rich media creative including video to engage customers, with links to product category landing page. There can also be floating banner ads directed at customers on the power tools page. This will improve top of mind awareness for the brand by customers who would ordinarily consider other brands.
Email Ads – Grainger can use Email ads to target the new customers who visit the site and store their information in the growing database. This can be done through push / pop up messages when the new customers enter the site to log-in. And promo messages or coupons can be sent to their mail through which they will be attracted back to the site.
- b) Current Customers - Grainger wants to cross-sell or up-sell different categories of Bosch brand products to customers who have purchased Bosch power tools on Grainger.com.
Email Ads: Here the aim of online advertising is to boost sales, raise brand awareness and create engagement amongst customers As Strategy Emailing can be used at all the stages of Consumer Decision Journey (CDJ) unlike Display Ads. Emails with coupons and discounts can be sent to the existing customers and this is turn will lead to more number of clicks and increased revenue.
The purchase trends of the existing customers can be found out and this will help to send them particular product mails so that they do not find mails redundant.
Display Ads: whenever a registered user visits the site, video ads and display ads can be used to intrigue the customer to click on the ad and go to the specified link. Care should be taken to involve DATA ANALYSIS (Natural Language Processing Techniques or SEO techniques) so as to show particular product videos and display ads based on search history of the user. The ads served will contain a link that takes the customer who clicks on the ad to the Bosch landing page where the other products are displayed.
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