Transcript of "Barnes & Noble Internet Marketing Strategy by Stephanie Sundheimer"
INTERNET MARKETING PROPOSAL BY STEPHANIE SUNDHEIM
COMPANY OVERVIEW STRENGTHS WEAKNESSES• Largest book retailer in US • Maintaining interest in traditional,• Merchant of movies, music, magazines, physical copies of books, magazines, games, gifts music• Top competitor in eReader and eBook • Increasing appeal over independent, sales local retailers• Quiet, friendly environment for studying, socializing OPPORTUNITIES THREATS• Interactive social media strategy • Amazon.com• Highly targeted search engine • Locally owned book stores optimization and marketing plans• Local and community focus both online and in stores
INTERNET MARKETING GOALS Use the internet as a resource to lure customers into store locations. Promote and improve social media campaigns to increase online sales. Focus on local marketing to overcome threat of independently owned competitors.
THE SOLUTIONSEARCH ENGINE MARKETING SOCIAL MEDIA MARKETING
SEARCH ENGINE STRATEGYAUDIENCES TO TARGET• Less technologically advanced consumers• Readers of traditional books GOALSPRODUCTS TO MARKET Double online sales as• Traditional books converted from search• Textbooks engines.• Gifts Double in store sales as converted from searchKEYWORDS engines.• Books• Affordable books• Textbooks• Focus keywords locally
SEARCH ENGINE BREAKDOWNONLINE SALES IN STORE SALES• Quality landing pages - call • Offer options to pick up to action products in store same day• Advertise exclusive online • Appeal to local crowds by offers in text & ad copy marketing local stores - Free shipping • Advertise for in-store events - Discount on large orders
SOCIAL MEDIA STRATEGYAUDIENCES TO TARGET• Technologically advanced consumers – social media users• Owners or potential owners of eReaders (Nook) GOALS• Students Double number of Likes, Followers, Subscribers,PRODUCTS TO MARKET and Check-ins.• Nook & Nook products• eBooks/eTextbooks Double online sales converted from socialMETHODS OF media outlets.COMMUNICATION• Facebook• Twitter• YouTube
SOCIAL MEDIA BREAKDOWNFACEBOOK TWITTER• Facebook book discussions • Company news, announcements• Product reviews • New product announcements• Individual pages for local stores • Engaging, interactive contentYOUTUBE FOURSQUARE• Interviews with popular authors • Incentives for checking into stores• Overview of electronic products • Discounts • Free gift
BUDGET AND TIMELINESearch Engine Marketing $500,000Search Engine Optimization $500,000Social Media Marketing $1,000,000
METRICS OF SUCCESSTRACK ONLINE CONVERSIONS WITH GOOGLEANALYTICS• SEO & SEM• Social MediaTRACK IN-STORE SALES INCREASES• Online reservations for in-store pick-up• Email coupons• Post-transaction surveys
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