The digital marketing strategy aims to increase sales and awareness of Pro Racquets over three months. The overall goals are to increase website traffic by 30% per month and transactions by 20%. This will be achieved through a three-pronged approach using internet marketing like SEO, social media marketing on platforms like YouTube and Facebook, and mobile marketing through WeChat and a mobile app. The target audience are badminton and tennis players in Australia at different participation levels.
Post Exam Fun(da) Intra UEM General Quiz - Finals.pdf
Digital Marketing Project Rubric 2019Group Grading RubricGroup.docx
1. Digital Marketing Project Rubric 2019
Group Grading Rubric
Group Name:
Basis of Marks
Mark
Comment (if any)
Executive Summary
(1 mark)
· Summarizes digital marketing project
· 1 page maximum (single spaced)
· Includes a measure of success
Company Profile
(1 mark)
· Provides a succinct overview of the company
Competitors & Market Analysis (1 mark)
· Identifies: (i) competitors; (ii) trends in industry; and (iii)
firm’s unique selling points
· Uses (i) class materials and (ii) research
Customers: Buyers
(1.5 marks)
· Identifies (i) who are buyers, and their (ii) main interests
digital-wise, (iii) decision making processes, (iv) mediums that
capture their attention, and (v) which mediums do they shop
· Uses (i) class materials and (ii) research
Customers: Non-Buyers
2. (1.5 marks)
· Identifies (i) who are non-buyers, (ii) why they are not
buying, (iii) where they are buying (if anywhere), and their (iv)
main interests digital-wise, (v) decision making processes, (vi)
mediums that capture their attention, and (vii) which mediums
do they shop
· Uses (i) class materials and (ii) research
Marketing Goal
(1 marks)
· Identifies specific (i) primary goal, (ii) reasoning for this
goal, and (iii) specific measure of success
· Uses (i) class materials and (ii) research
Digital Marketing Mix Overview (1 marks)
· Provides overview of ad methods chosen to employ and how
the group plan on integrates them overall
· Uses (i) class materials, (ii) research, and (iii) a purchase
funnel indicating which type of method aligns with where in
decision making process
Budget
(1 marks)
· Provides legitimate budget
· Indicates how budget will be allocated
· Describes (i) why this budget overall and (ii) why allocated
Conclusion
(1 marks)
· Summarizes digital marketing project
· Indicates specific measure of success
3. OVERALL
Individual Grading Rubric
Student Name:
Basis of Marks
Mark
Comment (if any)
Right Medium
(12 marks)
· Identifies why this method is the correct method to use based
on customers
· What is this method typically used for (its goals & purpose)
· Why do customers notice this method
· Why would customers act based on this method
· Needs to also address cons of this method
· Uses (i) class materials, (ii) research, and is related to (iii)
overall group recommendations
Right Customers
(12 marks)
· Provides specifics for which type of customers to target
· What are your customers interests, especially for why do they
use this method (in other words, why do they use this method or
would use this method)
· What type of shopping patterns are typically employed when
using your ad method
· What type of decision making processes do customers use
before, during, and potentially right after when use your ad
method
4. · Note: Can focus primarily on buyers or prospective buyers,
but needs to at least address both types
· Uses (i) class materials, (ii) research, and is related to (iii)
overall group recommendations
Right Messages
(16 marks)
· Indicates what specifically is in the multiple messages (ad
methods) the firm should employ; this includes operational-
level details on (i) messages employed and (ii) specifics
customers that are targeted
· The specifics in all the messages (ad methods) are (i)
“realistic”, (ii) display quality, and (iii) align with proposed
goal and tactics
· Can focus primarily on buyers or prospective buyers, but
needs to at least address both types
· Uses (i) class materials, (ii) research, and is related to (iii)
reasons to target these “right customers” and (iv) overall group
recommendations
Budget
(5 marks)
· Provides legitimate budget
· Indicates how budget will be allocated
· Describes (i) why this budget and (ii) why allocated
· Uses (i) class materials, (ii) research, (iii) is customer based,
and (iv) is related to overall group recommendations
Measure, Evaluate, and Defining Success
(5 marks)
· Identifies (i) metrics to measure that are related to (ii) the ad
method considered and (iii) the overall goal of the group/firm
· Identifies how to (i) evaluate the metrics suggested to measure
6. $150 free shipping).
Therefore, the company focus on promoting the operation and
promotion of the website to help improve online sales.
Currently, they usually communicate with customers by
traditionally sending text messages, and only have three social
media accounts (Facebook, Instagram, and WeChat) but do not
obtain enough attention. For example, according to the data
from the business, their Instagram account currently has only
about 267 followers, 71 percent of whom are male and between
the ages of 25 and 34. Pro Racquets‘s vision is for every
badminton or tennis fan to use their racket and let as many
people involved in sports as possible and love life.
· Market analysis
ProRacquet Sports current customers are the Badminton and
Tennis fans. The chart shows the specific segmentation,
targeting and positioning of these customers :
Type for segmentation
Segmentation criteria
ProRacquei target customer segment
Geographic
Region
Sydney(Majority), Canberra
Demographic
Age
Under 60
Gender
Female & Male
Occupation
Student, Employees, Professionals
Behaviour
7. Behaviour sought
Cost attractive, Interest attractive
Personality
Individual personality
Hobby
Playing Tennis and Badminton
Degree of Loyalty
High loyalty, switchers.
Psychographic
Social class
Lower class & Middle-class & High class
Source: Patrick, L.
· Current and potential competitors
Ezbox sport is a professional sporting goods store in Sydney
Australia, which has over 10 years’ experience in selling and
repairing badminton, tennis and table tennis. It has two shops in
Eastwood and Chippendale. It also cooperates with well-known
suppliers such as YONEX, Wilson, Lining and so on. It also has
Certified Stringer/ Master Racquet Technicians.
Calibre sports is another competitor which sells Tennis, Soccer,
Hockey as well as fitness equipment. It has its own website to
sell its products online.
Mounting competition from discount department stores,
particularly Kmart and Big W, has also hindered industry sales
over the past five years. Weak discretionary income growth and
volatile consumer sentiment have made consumers more price-
savvy over the period. (IBIS, 2019)
· Overview of industry (technological, environmental, and
8. competitive)
Technological: In the Sports Equipment Retailing industry,
there is a low technological change. The main technology is
point-of-sale (POS) systems that controls and records
merchandising, distribution, inventory and sale processes.
Since customer’s behaviour is switching from offline shopping
to online shopping, the demand for online store sites will be
increasing in the future. It will require more and more e-
commerce technology for the Sports equipment industry to
security market share.
Environmental:
External environment
· Real household discretionary income
· Weak discretionary income growth has decreased consumer
spending over the past five years.
· Consumer sentiment index
· Demand from online shopping
· Sport participation
· Australia’s sport participation rate has declined over the past
five years, negatively affecting industry revenue.
· Average weekly hours worked: Average weekly hours worked
have also declined over the past five years. This trend has
benefited the industry by giving consumers more time to
participate in sport and leisure activities(IBIS world, 2019)
Internal environment
In the sports equipment industry, price competition from online-
only operators and discount department stores is the most
concerned by all retailers.
Due to the weak discretionary income growth, customers are
becoming more price sensitive when buying outdoor activity
equipment. Strong discount department stores such as Kmart
and BigW bring a strong impact on the traditional sport
equipment retailers, causing them to join in the price war to
9. attract price-savvy customers.
· Market position
The major customers can be divided into three age groups:
people aged 15 to 34, people aged 35 to 54 and people aged 55
and over.
People aged 35 to 54 are the largest market in the sports
equipment industry, accounted for 37.2% of industry revenue.
They have a stable income, allowing them to spend more money
than younger people aged 15 to 34.
· Unique selling points of goods/services offered
· Online shopping
· Post-purchase service (High margin)
· Points-of-parity and points-of-differentiation versus the
competition
· Parity: strong suppliers (Lining, YONEX and Wilson). The
same logic system (Australia Post)
· Difference: Social media(Facebook, Youtube and Instagram),
post-purchase service (string, group match)
· Current marketing
Internet marketing
Regarding internet marketing, Pro Racquets has been running its
website for one year when Patrick Luk took over the business.
Most customers are badminton and tennis players in Sydney
who browse for racquets, shoes, clothing, bag and accessories.
Customers are youngers between 18-34 years old. About 70% of
the customers are male, and 30% are female. The goal of the
site is to showcase Pro Racquets products and online sales.
People may find the website by following its Facebook,
Instagram or Wechat. They may search the website address from
google organic search base on some keywords. They have not
yet paid marketing promotion fees to any search engine. Their
eBay store has been running for almost a year, but just uploaded
10. several products like grips. About the internet advertisement
techniques, Pro racquets use display banner advertisement and
pop-up window on its website. Pro Racquets has a good image
of its website and eBay store as the listed products are specific
for badminton and tennis players. They don't sell other non-
sporty products online. But they are too passive about internet
marketing as they don’t use various internet marketing methods,
such as Google ads, to increase awareness and online sales.
Social media marketing
In social media, Pro Racquets is active on Instagram and
Facebook. Most of the trackers are ball enthusiasts who use this
two social software. They are between 18 and 45 years old. The
audience on instagram is younger, while the audience on
Facebook is mostly more mature. Because Pro racquets have
physical stores, Patrick Luk encourages customers to track the
store's social platform, and then publish information about
products such as new products, discounts, and related services
offered in the store, using Instagram and Facebook for
marketing activities. The use of these social platforms can
quickly build brand reputation and cost-effective, because there
are many users of Instagram and Facebook, compared to the
traditional advertising price and audience, this is a lot of
money. In addition, such social media can independently
conduct data analysis and measurement, such as brand exposure,
customer participation and so on. The use of these two social
platforms has also improved the reputation of Pro Racquets. On
the contrary, there are many shops using social media to
publicize, and the competition is fierce. For customers, they
trust social media with more trackers, so Patrick Luk needs to
spend more energy running social media stores to design more
innovative content to attract customers, which is a long-term
challenge.
Mobile marketing
In mobile marketing, Pro Racquets chose mobile applications
11. and text messaging (SMS) as the main marketing tools. The
purpose of these customer groups is to make them buy back
again and enhance customer loyalty. Pro Racquets also provides
racket threading services for customers. Customers can give
rackets to shop assistants and wait for shop to inform them by
text message that shop assistants have finished threading
services and can pick up rackets from stores. At the same time,
they will add online platforms and social accounts of stores,
such as official websites, Facebook and Instagram. It is
suggested that they follow up the account to get more store
information, and add customer experience questionnaire to the
message content to get customers satisfaction with the service
in time. Pro Racquets also uses Wechat as an alternative way to
accumulate customer resources. Patrick Luk publishes product
information in Moment (a Wechat block). Let Wechat friends
can see, at the same time, establish a group to centralize
customers, in the group to release the latest store developments,
such as new products, promotions and so on. Because Wechat is
a chat application, customers can directly conduct one-to-one
online consultation with stores through Wechat to improve the
repurchase rate. As for the benefits of mobile marketing,
because customers have their own mobile phones, mobile
marketing can provide customers with product information
anytime and anywhere, mass communication becomes simple,
and direct marketing can be carried out for customers. On the
contrary, because mobile devices belong to private goods,
customers are likely to shield platforms that infringe their
privacy, so that mobile marketing can not achieve the publicity
effect, and the diversification of platforms makes more choices
for customers, which is not conducive to improving customer
loyalty.
· What is your goal and how does this align with their business
strategy
The objective of the digital marketing program is to come up
with recommendations that will primarily appeal to non-buyers
12. who are genuinely active and continue to maintain the loyalty of
existing buyers. The concentrated appeal to non-buyers is
designed to increase Pro Racquets customer base and thus
promote the competitiveness of the company in the market. The
ultimate goal of this digital marketing plan is to improve the
sales volume and awareness of Pro Racquets, which would have
the highest commercial effect in three months.
2. Proposed Digital Marketing Strategy
· Overall goals of campaign
Target Audience: badminton and tennis players at different
levels and participation in Australia
Currently, Pro Racquet is targeting badminton and tennis
players, especially Intermediate and advanced players that
positioning them as a reliable supplier of professional
badminton/tennis gears including racquets, shoes and apparel.
In Australian Bureau of Statistics survey of Participation in
Sport and Physical Recreation in Australia in 2015, badminton
placed 31st within the top 55 ranked sports with approximately
100,000 participants nationwide (ABS, 2015), which positions
the market size achievable for Pro Racquets. Given the
popularity of badminton in Asian and Indian regions, badminton
players in the country have diverse cultural backgrounds that
differ their online behaviours. For tennis, as a country holding
one of the most prestigious tournaments over the world,
Australian has 911,400 adult participation and a total of over
$165.9 million per annum (AusPlay, 2019). Therefore, tailoring
a digital marketing plan for these segments requires considering
popular platforms that drive people’s interests.
The ultimate goal for business success sets to increase the
overall sales of Pro Racquets, in which expect a significant
growth of 20% website transactions in the campaign. At first
step, the digital marketing is set solely attainable and
concentrated to a steady increase of 30% in website traffic each
month.
13. The website serves as their digital home-base, as well as are
well-managed to provide online shopping. However, having just
a website is not enough the digital age for the business, so thus
a strategical growth in digital footprint would be much
beneficial. The priority of online presence to the business –
according to Patrick, is to drive traffic back to their website -
https://proracquets.com.au/. In order to achieve this goal, we
will suggest recommendations of comprehensive digital
marketing via three different mediums – internet marketing
(email and SEO), social media marketing (Youtube and
Facebook) to conduct in a three-month campaign. In addition,
with an expectation to raise more cash flow, we also suggest the
development of marketing tactics on Wechat and developing a
mobile app for customer interaction. Each outlet will be
discussed in detail in terms of target audiences, right messages,
effectiveness, budget and measurement.
Pro Racquet can consider making changes for improvement on
their main third-party retail platform – eBay, regarding stock
display and cost-effective promotion expense. Besides, for
ultimate success, a strong SEO foundation would significantly
drive traffic to Pro Racquets website. The purpose of Internet
marketing Google Ads implementation is to broaden the
business’s approach to new customers who are searching for
professional sports gear at reasonable costs.
Regarding social media, ProRacquets has launched its social
media accounts on Facebook with a very low engagement rate,
and only 355 people like their page. Use of social media should
be improved to reach more potential customers, as well as
engage with existing customers. Therefore, developing a
Youtube channel with authority content speaks louder to reach a
larger number of customers, in the meantime helps the
business’s SEO rankings. Along with this establishment, a
strategical plan for Facebook page considering comprehensive
content and timing would be organised to achieve better social
14. media presence.
Mobile marketing, focusing on the aspect of adding more value
to customer experience with Pro Racquets, would involve
improvement on Wechat and develop a mobile app – ‘Pro
Racquet club’. Utilising the good coverage of potential
customers list on Wechat, increasing engaging content and
activities such as recommend skills for players, endorse KOLs
or repost Pro Racquets ads for discounts, free tickets are
suggested for an effective Wechat account. The mobile app, on
the other hand, enhances customer interaction by dealing with
customer’s potential needs and demands, including gear
selection and management or promotion and rewards.
· Measuring success/effectiveness
As the marketing campaign was conducted in three major ways,
each of the methods will have a different metrics to evaluate
success. And overall,we plan to evaluate the effectiveness of all
three major methods contributing to the project.
For internet marketing:
· CTR: calculate the number of customers click on the ad and
directly goes to landing page
· Conversion: measure customer who saw our ad and purchase
or ask about products
· Ebay satisfaction: this is evaluated by the feedback and star
rank on ebay store
For social media marketing:
· CTR: calculate the number of customers click on the facebook
ads and directly go to landing page
· FB Page view and likes / Youtube channel subcribers :
measure brand awareness
· FBpost sharing and comment on post / Youtube video
comment: determine number of engagement customer
· Number of views/likes of each kind of content on FB page and
Youtube channel: evaluate types of content that attracts people
most
15. For mobile marketing:
· CTR: calculate the number of customers click through wechat
message, ad in app and directly goes to landing page
· Conversion: measure customer who saw our message and
purchase or ask about product
· App download number: evaluate based on number of existing
customer download times and new customer
· App interaction: evaluate how customer use app’s function to
connect with Pro-racquet
Overall, to determine the efficiency of marketing plan, these
below metrics will be compare and evaluate
· Sale: evaluate both physical and online sale but focus on
online sale
· ROI: evaluate how the campaign budget turns back to profit
· Awareness: evaluate the general brand awareness on all the
online platform
· Customer lifetime value: calculate percentage of return
customers and the frequency of their purchasing
1.Right mediums
Social media marketing is generally about word-of-mouth
Advertising, even in the digital age, a satisfied customer is the
best image ambassador of the company or product. Therefore,
word-of-mouth can be turned into information and images
through mobile phones and digital media. So today, social
media is a new generation of "word-of-mouth"(Subramanian,
2018).
Using YouTube as a social media marketing tool, the goal is to
strengthen existing customer relationships through more
authentic video communication. At the same time, we can
explore potential customers on this considerable video media
platform, improve the awareness of the brand and get more
attention.
16. According to the data from Invodo, shows that fifty-two per
cent of consumers said watching the video made them feel more
confident about shopping online. And ninety-two per cent of
video viewers will share video with others. Among the different
social channels with a large number of participants, the use of
YouTube is now the world's most popular online video
community, allowing millions of people to discover, watch and
share original video content. YouTube for we-media and
marketing programs cannot be ignored. From the perspective of
business, since the company did not open an account through
YouTube before, so this is a completely new development
model of we-media. Thus, we plan to design several different
video content models (e.g., introducing products, documenting
the lives of our customers offline, introduce the product or
interviewing celebrities at competitions and events). It can be a
great way to share valuable information, create emotional
interaction and more acceptable to the audience. When
providing them with interesting and novel content, then they
can share the video with their friends, and come back for more
information. Put our customers in the spotlight and make them
feel the need to share with their friends or close relationships.
However, for its disadvantages, it is hard for a startup video
channel to get quick attention in a short period, so we will first
successfully attract those customers who already exist on
Facebook and Instagram to our YouTube channel. Besides, it is
also hard to guarantee the high quality of each video.
Companies need to have the determination to invest and
stimulate creative ideas. Only in this way, they can be
distinguished from other channels and meet the interest and
needs of the audience.
2.Right customers
For targeting customers of Pro racquet, this recommendation is
aimed at the group of consumers who are mainly badminton and
17. tennis players, primarily middle and senior players, positioning
them as reliable suppliers of professional badminton/tennis
equipment, including rackets, shoes and clothing. In addition to
the underlying demand of this group of people to the
requirement of interests and hobbies, they are looking for
entertainment and enjoy the pleasure, and psychological needs
are particularly strong. They usually are interested in sports,
especially in the fields of badminton and tennis, such as looking
for professional sports products and want to enter the sports
community.
These consumers might prefer simple, time-saving and
convenient features, and they often choose shopping online as
their first choice. They do not perform in both deliberate and
hedonistic shopping, and they are willing to spend time
gathering knowledge from other users during the decision-
making process, especially during the evaluation of alternatives.
According to Hubspot, 83% of consumers worldwide prefer
YouTube to any other video platform. The selected channels are
diversity in content, satisfy and archive widely, and can meet
different entertainment purposes of different audiences.
Therefore, the target buyer of online consumption can be
approached directly and quickly through YouTube. It can be
determined that all target audience will appear in the same
community through YouTube, sharing relevant interests and
lifestyles. Through YouTube social channels and word-of-
mouth, they can also actively share their lifestyle and
personality with target buyers.
Consequently, we can create a sport sharing channel with the
same product properties. For example, as previously analysed
for our target customers. They usually want to improve their
exercise skills, take inspiration from the video what we shared,
communicate and solve relevant problems in the message board.
Ultimately influencing customer perception to purchase
products, build customer loyalty and increase sales and brand
awareness.
18. 1.2Targeting Non-buyers:
According to the data of Hubspot (2019), since last year, 59 per
cent of generation Z (16-24) and 46 per cent of millennials (25-
34) who have increased their use of YouTube. And 70% of
millennials YouTube users to watch YouTube video to learn
how to do something new or learn something in which they are
interested. Also, we recommend a high degree of attention to
target non-buyer's interests, shopping behaviour, and how to
approach them successfully. The Target non-buyer groups can
be identified as all sports lovers and learners, especially in the
area of badminton and tennis. Mainly aimed at generation z and
millennials who want to build knowledge about sport and
fitness.
Generally, for the group of young customers, their buying
process mainly focuses on problem and demand recognition.
According to the data, shows that as for information on how to
operate (How-to info), 66% of Z generation chose to use
YouTube, 9% use Pinterest, 6% use Facebook or Google
(Jorboe,2017). Generally, they have a profound understanding
of the best use of more than six social media platforms. Video
for product information can be actively and presented to all
YouTube viewers. Potential customers can quickly get the
information and content what they need through YouTube’s
channels. They are also playing an important role affect their
friends and family, and most likely to be an opinion leader.
Therefore, we can set up another video type - introduction
product which can make it successfully attract the attention of
this group of consumers. While they watch and remember the
message, it can serve as a reference for themselves or as advice
from acquaintances. Hopefully, they can let others notice our
channel, get more subscriptions and improve the brand image.
The purchase and consumption patterns of these non-buyers are
consistent with those of the buyers. We can follow the trend to
update video content and video search keywords to attract these
consumers.
19. Right messages
2.1Targeting Buyers:
Video blogs - short for "vlog" - have become one of the most
popular types of digital video content featuring video bloggers
(" Vloggers ") who frankly capture and share their lives. In
other words, the interesting or meaningful things in life will be
recorded through video, a brief and infectious video will be
presented to the audience through designing and editing video
and music. Around the world, about 44% of Internet users watch
video blogs every month. Therefore, today's video blog is a
significant development trend (Team,20160.
We recommend this form of video to attract target buyer
because it can make a target buyer (existing customers) feel
more integrated. Pro Request organises offline sports activities
frequently, such as they will invite familiar customers to play
badminton and tennis together. Then, for every offline event,
we can use the mobile phone or camera to record an interesting
moment in the sport through the vlog. In the process of
recording, they can briefly introduce some of the products that
have appeared, such as the rackets, clothes, shoes, etc. Also, in
the process of video editing, we will put the QR code of the
product into it to facilitate the viewer to scan the QR code and
obtain relevant information. It is also possible to put other
social media account information (Facebook and
Instagram）into the video to attract interested viewers. Hence,
all of the product information what we want to promote, as well
as links to the company's online shopping website, can be
placed in the description box below the video. Customers with
needs can directly go to the online shopping site, thereby
improving the web-traffic. As we have analysed above, for
target buyers, they prefer to be integrated into an active
community. This form of video is more like a motivation to
resonate with target customers, which means that when they see
interesting sports and real life pictures in the video, they can be
more susceptible to infection. Gradually, with good word-of-
20. mouth, the video can be spread among people who have the
same interests, allowing more people to discover our channels
and give it a subscription.
2.2Targeting Non-buyers:
Product Video: Video is a great way to showcase products or
services. These product videos can let viewers know how to use
certain features, highlight new product updates, or announce
new products for our business (Bullock, 2019).
We recommend this type of video as a marketing strategy, based
on an analysis of non-buyer customer bases, primarily to find
information and to build a knowledge system about sports
products and fitness benefits. Because the customer's demand
for sports product professional level is different, thus, at first,
we recommend the video of the product introduction as a series
of plans. For example, it can be divided into three levels of low,
medium and high, and then give videos showing the product
characteristics of different natures to the audience. Then,
explain the unique feature of the product and guide the audience
on how to use the products (see appendix) correctly. The
advantage is to give consumers a quicker idea of the product
information, which they are looking for.
Furthermore, the period during which the video is posted is also
essential. According to Oberlo, the best time to post on
YouTube is usually between 12 and 4 o’clock in the afternoon,
and most viewers watch YouTube on weekends. In order to
reach the potential audience as much as possible, we
recommend posting videos around 9 am to 11 am on Saturdays
and Sundays （see appendix）. Finally, with so many potential
viewers, our target audience will search for videos. Therefore,
to ensure that our videos are presented to the audience, we need
to implement video search engine (Kparser tool-easy and free)
optimisation and keyword research (see appendix). Also, when
viewers take a positive attitude to the videos, depending on
word-of-mouth, they can share those videos with their friends
21. who require the same needs.
Budget
Because of our YouTube marketing model is a new self-media
form, it mainly relies on the uniqueness and value of the video
itself, which is entirely different from the marketing method of
advertising on YouTube (YouTube ads). In other words, the way
we recommend is to infect the audience with the video itself. In
addition, considering that our company is a small start-up
company, the budget is minimal. Our campaign is for three
months. Due to the video search, engine-Kparser key word tool
is free to use. Thus, the total budget is divided into two parts.
The first part is the basic equipment for recording video (high-
quality camera, tripod, etc.), costs around 1000$, which
determines the quality of the video presentation; the second part
is hiring professionals to perform video editing, soundtracks,
video frame design and so on. We plan update video two days a
week (Saturdays and Sundays). Each video editing costs 50$, 24
times in three months, costs about 1200$. The overall marketing
budget will around 2000$.
Evaluation
The most straightforward way to evaluate video content is to
check the comments left by viewers below the video. And the
increase of YouTube channel subscriptions. This is one of the
ways we test the impact of our products and our perception of
our customers through the viewer's reaction to the video. If
product sales increase significantly in the weeks following the
video, it suggests that this social media marketing approach is
useful. We chose to use original forms of video for marketing to
infect viewers. If the physical store and online sales increase
dramatically in the weeks after the video is played, we can be
sure that the video content is very successful. If there is a lot of
discussion and feedback about Pro Request on the message
board below the video, it shows that we have successfully
attracted consumers and increased consumer awareness. The
22. higher the click rate, the more successful word-of-mouth
marketing.
Reference:
Bullock, 2019, The Beginner’s Guide to YouTube Marketing for
Small Businesses,
<https://www.wordstream.com/blog/ws/2018/09/20/youtube-
marketing>.
Greg, 2011, YouTube and Video ,
<Marketinghttp://ebookcentral.proquest.com/lib/uts/detail.actio
n?docID=819109.>.
Subramanian,2019, Social Media and the Word of Mouth
Publicity International Research Journal of Advanced
Engineering and Science,
https://www.researchgate.net/publication/327366758_Social_me
dia_and_the_word_of_mouth_publicity
Lindsay Kolowich hubspot 2019 16 Video Marketing Statistics
to Inform Your 2019 Strategy
https://blog.hubspot.com/marketing/video-marketing-
statistics?_ga=2.262204622.336184956.1556723738-
480220017.1551811293&__hstc=171774463.d4fbd82dda8e2c3d
f9a8eb4f61f675e5.1559621023751.1559621023751.1559621023
751.1&__hssc=171774463.1.1559621023751&__hsfp=14528851
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https://www.digitalcommerce360.com/internet-retailer/ invodo
Social Media and the Word of Mouth Publicity Dr. K. R.
Subramanian, 2019, International Research Journal of Advanced
Engineering and Science
