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ADV420 DIGITAL STRATEGY
- 1. DIGITAL STRATEGY FOR BOSE BIG IDEA & TARGET AUDIENCE SOCIAL MEDIA WEBSITES ONLINE ADVERTISING INBOUND MOBILE BUDGET KPI TOOLS & TACTICS
- 2. TARGET AUDIENCE TEENAGERSYOUNG ADULTS LOVE MUSIC BIG IDEA SOCIAL MEDIA AS A TOOL RAISE BRAND AWARENESS ATTRACT POTENTIAL CUSTOMERS DIRECT THEM TO BOSE.COM
- 3. SOCIAL MEDIA ● Consistency ○ Content ○ Language ○ Should all convey key message ● Posting Schedule ○ Experiment ○ Regular posting schedule
- 5. ONLINE ADVERTISING DISPLAY PAID ADVERTISING & PAY PER CLICK AD
- 7. MOBILE Optimize the website to smaller screens
- 8. $14,000,000 as for 2019 BUDGET 2-5% of revenue
- 9. KPI EXPECTED GOAL: ● TO RAISE BRAND AWARENESS ● TO INCREASE SALES AND REVENUE
- 10. Tool & Tactics SOCIAL MEDIA ONLINE PAID ADVERTISING
Editor's Notes
- With the considerable budget that we have, we should be able to our goals that are listed above. The inbound marketing that we are using would attract more prospects of our website. This will give us an opportunity to present what our brand does, how we think, and our key message: enjoying music using BOSE products is a step towards a high quality life. Our website is attractive. Search engine optimization will make our brand found in more searches and will lead to more clicks to our website. We will prosper pur social media content. The expected result is that 1) BOSE.com website traffic increase by at least 50%, 2) social media engagement rate increase by at least 40% and 3) drove up the sales estimated by 10-15%.
- Big Idea Today, people spend more than on social media than ever, especially teenagers and young adults. Therefore, we will mostly use social media to reach our audience. The goal is to raise our brand awareness and attract potential customers. We will make efforts to direct them to our official website: bose.com Target Audience Our target audiences are teenagers and young adults, especially those who love listening to music.
- Social Media Consistency is the key. Consistent content: posts should all convey our brand’s key message. Consistent language: polite and positive. Do’s + Don’ts Do post regularly. Do post more engaging content. Don’t post same posts. Don’t overuse tags in one post. Don’t overuse exclamation marks. Posting schedule We want to raise brand awareness, so we will attract our audience through our social media posts. We will post regularly, however, we don’t want our audiences to get tired of seeing our posts and unfollow us. That’s why we will need to find out the best schedule for social media posts. We will first spend three months testing out a best schedule. We will post once a week for one month, twice a week for one month, and three times a week for one month. We will find out which is the best frequency to get more audience engagement. We will stick to the schedule that we find best after three months of testing.
- Websites Official website design Our official website design is already in good shape. We will always make sure the website speed is fast so that our audience will have a good experience browsing through our website. Search engine optimization As of now, website is search engine optimized. However, if I type in the keywork “speaker” on Google, the speaker subpage of our website shows up on the third top. However, when I type in “headphone”, our site didn’t show up. I tried keywords such as “best speaker”, “best headphones”, “comfortable headphones”, but only websites that rank the speakers and headphones showed up. This is what we will have to work on. Since BOSE is a brand that focuses on making HIGH QUALITY headphones and speakers. We will target on key words such as “comfortable headphones”, “good quality headphones”, and “best speaker”. Analytics We will monitor from where people are directed to our site. For example, from Google search, from Facebook ads, Instagram ads, etc. By doing this, we can better understand what is driving the most clicks and what to do to attract our potential customers.
- Online Advertising Display BOSE is a brand that produces and sells audio equipments such as headphones and speakers, therefore, we will target websites that are related to music, home, and entertainment to display our ads. The key message that we are trying to communicate to our audience is that using a BOSE product to enjoy music easier and better is a quality lifestyle. We will to stick to this key message in our online advertising. Paid Advertising & Pay Per Click We will pay to promote our content on social media sites. We will target people who follow our social media accounts, liked our social media posts and searched our tags. We will also pay to promote our content on sites such as Google. People who searched headphones and speakers would be our audience. We will use pay per click for our paid advertising.
- Inbound Inbound marketing is a set of marketing processes that will drive audiences to our website, transform them into our customers, and finally lead to greater product sales. With inbound marketing, we will create contents that will address the problems and help the needs of our potential customers. Our first step is to attract our potential customer with social media and blogs. Next, we will try to direct them to our website, and get familiar with our brand and our products. Then, we will make efforts to benefit them by offering them good ideals, events, special discounts, etc. We will also respond to their questions and concerns timely, through social media, emails, phone calls, and our website. Content Marketing Content marketing is an essential part of inbound marketing. As I discussed above, we will create good content specially designed for our target audience and optimized for search engine optimization. The contents should be visually compelling and highly shareable. E-mail We will send out newsletters to our subscribers every month to inform them about our new products and special sales. We will make sure not to send the same content over and over again.
- Mobile The website that we currently have is already optimized to a smartphone screen. The menu bar is easy to navigate and the pictures and type sizes are adapted for smaller screens as well. Although our website looks good on mobile screens, it’s time that we think about developing a mobile app for our brand. Research showed that US adults will spend an average of 3 hours, 35 minutes per day on mobile devices in 2018. Users will be able to explore and purchase our products on our app. The design will be based on a black and white theme. Simplicity and user-friendly are our goals.
- Budget We will spend 2-5% of our revenue on marketing. As for the year of 2019, our budget will be approximately $14,000,000.
- KPI Our expected goal is To raise brand awareness, which can be represented in the number of followers on social media, emails and phone calls, number of clicks of our website. Also, we will calculate the audience engagement rate to measure the successfulness of our campaign. To increase our sales and revenue, which can be measured directly by accountants.
- Tools & Tactics As I explained above in detail, we will use mainly utilize social media and online paid advertising to make this campaign work.