1. Targus Objectives:
“To increase the Targus website visibility and products’ sales by using innovative
digital marketing methods. “
Digital Marketing Strategy:
Driver Strategy Objective
PPC Main keywords analysis Immediately increase visibility
SEO Optimize the key pages Long term visibility increase
Affiliate Lead generation Detecting sales conversions
Online PR Reputation management Gain customer trust
YouTube Interactive engagement Provide entertainment to customers
TV adverts Interactive engagement Provide entertainment to customers
TV Advert strategy: BT case study on the TV advert created a story based TV
advert, which created high impact to customers.
https://www.youtube.com/user/BTCampaigns
* Available on the YouTube channel too.
RACE Strategy:

2. Reach: Using SEO, PPC, Affiliate marketing, Online PR and Social Media
Marketing can increase the Targus visibility over the Internet.
Act & Convert: Conversion rate optimization, Lead generation, Landing page
optimization can help in higher conversion from visitors to sign ups. We will
create a provision to allow users to create personalized experience. Such as Nike,
have the names and message printed on the bags. Even the colors can be
customized too.
Research in the UK suggests the 49% people think that personalized experience
is highly important.
Source: eConsultancy
Engage: Social media sharing provides higher rate of popularity. Following
graphics shows the global growth of social media.
Source: http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png

3. Inbound Marketing Funnel:
Source: http://www.leadmarketingnet.com/general_images/image_featured_MarketingFunnel_LARGE.jpg
By using an effective RACE strategy, we can convert visitors into the leads. The
leads are further connected with the affiliate networks, using which we will be
able to develop a profitable channel for Targus.
Digital
Marketing
Visitors on
website
Affiliate
connections
Create leads Profits - Win
/ Win

4. Demand Curves:
With the help of an effective marketing campaign, we will be able to shift the
demand curve and which will eventually increase sales for the Targus products
and services.
4Is to be done:
 Involvement:
 Interaction
 Intimacy
 Influence

5. Rewards and Reviews Strategy for the Earned Media:
Source: http://sloanreview.mit.edu/files/2013/07/shin-s1.jpg
Virtual Reality App for all the products:
A virtual reality app can be created as a Digital Strategy, which can be used to
provide training videos to customers on how to use the accessory, such as
Mouses, Presentation clicker etc
Example of IKEA: https://www.youtube.com/watch?v=uRjZ6mM2q8A