Digital Marketing Strategy for ADV 420 at MSU

1. Microsoft Surface
Digital Marketing Strategy
Paige Petrick: ADV 420 New Media Driver‟s License

2. Increase product
awareness within
Target Audience
and online
presence, to
improve sales
and customer
relationships.

3. Young Adults
•16-25 years
•High School Students •More technologically
•College Students savvy
•Likely to incorporate
a convenient, reliable
Young Business and powerful „all-in-
Professionals one‟ device into daily
•21-35 years routine
•Working Business Class

4.  Already a campaign exists targeting these
demographics:
 Young adult
▪ http://youtu.be/U7UlE-o8DQQ
 Business Professionals
▪ http://youtu.be/l2KPQNP1Z1s

5. (Given $772,500 annually)
 Facebook
Goal:
•To increase likes,
followers, online
 Twitter
interactions and
visitors.

6. •7% of revenue to marketing budget
•$5.16 Billion
Revenue: •Other products considered:
•the Surface will receive $1.03 B for
Approx. marketing, 50% for digital strategy-
$5.15 Million
$70 Billion •Breakdown:
•SEO 40% ($2,060,000)
annually •PPC 25% ($1,287,500)
•Optimization 20% ($1,030,000)
•Social Networking 15% ($772,500)

7.  Search Engine Optimization & Pay Per Click
 Combined SEO and PPC will get $64,375/week
 Using select keywords the Surface can be expected to
generate between 20k and 50k impressions, and
roughly $5,000 in Cost Per Click, online daily.

8. ▪ 4 rotating ads
▪ Avoiding negative word selection-e.g. “Surface”
▪ Phrases and words similar to: “Microsoft”, “Tablet
computer”, “Microsoft Surface”

9.  An extension of planned SEO, PPC and Social
Networking
 Directed towards SmartPhone users in general, not
just Windows phone.
 Suggested ads on searches and in Facebook and
Twitter apps.

10.  Digital strategy will be successful if:
 Sales are increased
 A greater amount of fans on Social Networking
 Exceeding weekly expected amounts for SEO
and PPC