Increase traffic and drive conversion

1. Team Victorious Secret
Digital Marketing Brief
Manvi Govil Karan Chhabra Mugdha

2. Understanding the Target Group
Objective: To drive traffic to website and increase conversion
• Parents with young children
• Techies
• Mobile Gadget Lovers
• Travel enthusiast
• Housewives
• Presence on digital platform / Social Media
• Depends on review for high involvement
technology products.
• Uses a smartphone & conversant with
ecommerce.
• Research on technology
• Online shopping
• Recreation
• Email
• Chatting
• News
• Social Media
• YouTube
• Email
• Search Engines
• Shopping Sites
Persona Targeted
Attributes
Activities Performed
Touch Points
Action Plan: Targeting the Right Audience
Stage 1: Awareness
Stage 2: Engagement
Stage 3: Response
• Increase the relevant user pool , so that more people
know about justlikenew.
• Using CPM based banner ads, Google Ad words to get
the attention of users.
• Facebook activities for inbound lead generation
• Validate the profiles of user spending
time on website and analyse the other
relevant behaviours of people coming on
website through Google Analytics.
• Use Google Ad word optimization, SEO,
for PPC ads along with CPM ads
CPL ads will be run, where we will
be booking a lead along with CPM
ads
Target
Consumer
Campaign
Data
Audience
Insights
Optimized
Targeting
Optimized
Planning

3. Stage 1: Awareness Social Media Interaction
Targeting
Consumer at
Every Stage
Need
Recognition
Search for
Information
Evaluation Choice
 The aim is to target customers from the
beginning of their decision making process.
 Recognizing the right audience on all
different Channels.
Create awareness about mobile devices and
common issues  Promoting website and
mobile app
Freelancer Content Creator
YouTube  How to Do videos:
Video series for solving small issues
related to phones.
Blogs  Comparing and updating
latest phones.
Forums  Platform for discussion
• Memes for FAQ’s
• Video for what journey does the
phone travel from your house to
back to your house
• Initiating social media interactions
with users
Using Free Sources for Promotion
Advertisements
Using Google
Traffic estimator
to define
keywords for
target
customers.
Banner Ads
Running banner ads on selected
websites on google network
(preferably sites like
gsmarena.com, ndtv.com, etc)
Google AdWordsAdvertisements based on CPM model so
that we can maximize our reach with
given budget.
Budget
Rest budget will
be assigned
based on
performance of
Stage 1

4. • CTR and CVR analysis of the banner ads that have been running
• CPM ads at reduced cost so that we keep on increasing the user pool
across the network
• Paid promotion on Facebook
• Google ad word optimization by optimizing the keywords based on above
insights
Audience model
Behaviors
Interests
Intentions
This involves analyzing website from a technical perspective to
ensure the search engines are able to effectively find, crawl and
index web pages to ensure maximum visibility.
Technical Audit across all the Stages
• Variables:
• Key term
• Monthly impressions
• Monthly clicks
• Average monthly conversion
from traffic to lead
• Conversion of leads that
respond to sales/marketing
• Average monthly “close” /
sales conversion
• Average revenue per
transaction
• Cost per click
• Customer cohort analysis
• Purchase trends by:
• Time of day
• Season
• Day of week
• Type of device
• Type of operating system
• Geographic location
• (Lots more)
Turn data into action and
empower yourself to:
• Improve Performance
• Extend Audiences
• Optimize Spend
Stage 2: Engagement
Stage 3: Response
Calculated/Achieved:
• Monthly traffic volume to Website
• Revenue + recurring
• ROI