The document discusses improving a company's website and marketing strategies. It recommends keeping the current website well organized and easy to navigate while adding more detailed product descriptions. It proposes a $800 per month budget for search engine marketing targeting relevant keywords and paying $7 per click. Social media advertising is suggested on Facebook, Instagram, Twitter, Pinterest and LinkedIn tracking clicks. The importance of connecting with customers through content like eBooks and blogs is highlighted. Email marketing where customers choose email types is also proposed. The document analyzes Shinola's responsive design website and recommends focusing more on the customer experience and prominent shortcuts.

2. NEED TO ADD:

3. Current Website Pros
• Well organized
• Accommodating customers needs
• Displays Products
• Easy to navigate
What I Would Change
Use simple wording
instead, such as
“About Us”
Add more detail to the description

4. Search Engine Marketing
Words/phrases: “best watches”
”business watches”
“good quality watches”
”watch”
“leather”
”bike”

5. Budget For Search Engine Marketing
Would pay $7 every time someone would click on the ad when they
search one of the words/phrases
Budget per month: $800
Social Media Advertising
Outlets: Facebook, Instagram, Twitter,
Pinterest, LinkedIn
Analytics: Clicks

6. Importance of connecting the brand with the customer
and drawing them in
1. Create an audience persona to better understand the
targeted audience
2. Create content offers, such as eBooks
3. Create blogs- Example: “10 Ways to Successfully
Balance Work Life and Home Life”
Email Marketing: Where he customer signs up for the
email service and get to personalize what type of emails
they get (new products, sales, etc.)

7. Shinola’s current website has great responsive
design
To improve:
-Make website more customer oriented to
improve their experience
-Make the shortcuts stand out more (more
convenient)
-When you first enter the website, have the
email sign up pop up right away