3. 1
2
3
4
5
6
Introduction
This report examines the internal operations,
make effective use of its resources and
capabilities and perpetually monitor the current
trends and marketing scope of Rovar
The fundamental purpose of this report is to
propose a digital marketing audit and strategy
which can present a unique solution that can
appeal to various B2B customers who value XR
visitor experiences.
7
4. 1
2
3
4
5
6
Example
This report presented a digital marketing plan for
Rovar with its aim to make it a household name
in Belfast initially (and all across the globe in the
next five years). Due to scope limitations, the
report mainly focused on the short-term
initiatives, however the recommendations
include digital marketing solutions for Rovar to
make its mark in the global technological world.
7
6. 1
2
3
4
5
6
Evaluation
7
Exploring Rovar’s Vision
Expanding brand reach throughout Belfast and Northern Ireland.
Number one AR firm in Belfast, Northern Ireland
AR related Google first page-SEO Optimized
Strategic business marriages/Partnership
Annually ROI Increase
Increased site traffic with focus on unique/returning users
Increased Average engagement time
Decrease in bounce rate
Lifetime Marriage with strategic partners
Increased supplier bargaining power
Increased Buyer power
Top 10 leading AR firm Globally.
7. 1
2
3
4
5
6
Evaluation
7
Keeping in view the above, we used the 5Ss Model is used to
identify 3 key SMART objectives for Rovar.
1.Brand Awareness
100% increase in brand/website visibility and Engagement by
October 2023 measured using Google Analytics.
50% increased participation increase in VIRTUAL exhibition and
Events by October 2023.
8. 1
2
3
4
5
6
Evaluation
7
2.Brand Engagement
100% Email marketing onboarding of Qualified Leads
20% increased YouTube subscribers by September 2023
50% increased social media following and engagement by August
2023
3.Brand Acquisition & Conversion Rate
Achieve 50% increase in sales by July 2023, using strategic
partnership to booast integrity.
Achieve 20% ROI increment by 2024
9. 1
2
3
4
5
6
Actions
7
As PR Smith has described in SOSTAC framework “Actions are the
details of tactics”.
TACTIC 1; SEO
•Inclusion of the keyword “Augmented Reality” to contents. This is a
keyword with a very high search volume with the analysis gotten from
ubbersuggest.
•Optimizing existing contents of the website using the same keyword.
•Technical SEO optimization of the website by working on the speed (load
time) of the website.
•Usage of meta title with the keyword “Augmented Reality”. Could be
‘best augmented reality company in the United Kingdom’ as the meta
description of the website. An example of this is illustrated in the
screenshot below; Onirix. A meta description was attached and this in
turn will improve the ranking of the website. Rover does not have
anything of such and should act on that.
10. 1
2
3
4
5
6
Actions
7
Tactics 2; Improve Visibility on Google
•Register Rovar with google search console
•Submit an optimized sitemap for Rover. This is to ensure
Google is being informed of what is going on on the website.
•Make website more mobile friendly
•Use google analytics to detect areas Rovar is doing well and
areas that needs better approach.
•Set up google map for Rovar to include address, contact
number, e.t.c.
•Addition of review of past users.
11. 1
2
3
4
5
6
Actions
7
Tactic 3; Content Marketing
•Promotional videos by the CEO, manager, or any other top
official of Rovar on YouTube to increase authenticity and
credibility.
Tactic 4; Invest In Website Quality
•Usage of the keyword “Augmented Reality” to buttress Rovar’s
mission and vision statement.
•Creating video blogs, testimonials from existing customers and
also the usage of adequate images on the website.
12. 1
2
3
4
5
6
Actions
7
Tactic 5; Social Media Marketing
•Consistent post on LinkedIn and also creation of Twitter
account.
•These account should contain contents for specific customers
(Hotel and Airport)
Tactic 6; Targeting Similar Customers
•Set up virtual exhibition and invite similar customers like Hotel
owners, Airports managers, e.t.c.
13. 1
2
3
4
5
6
Actions
7
Tactic 7; Email Marketing
Using the 4 stages of email marketing highlighted below;
•On-boarding; Tailor contents that fits into the customers
(Airport and Hotel) to get them interested.
•Lead Nurturing; Tell them about Rovar and what Rovar is all
about.
•Promotion/Selling; Send promotional offers emails and what
they tend to get in the end.
•Transactional E-mail; Send follow up emails to keep them
engaged even after the whole process.
14. 1
2
3
4
5
6
Actions
7
Tactic 8; Develop Strong Call to Action Mechanism
•Sign up option to mail list on the website.
•Subscribe buttons
A “learn more” option on the website to give customers a little
more information
15. 1
2
3
4
5
6
Conclusions
7
The prime objective was to conduct primary research and
identify digital marketing tools to increase brand visibility,
brand awareness , brand acquisition and brand
engagement for Rovar while focusing on its core prospect
B2B customers using search engine optimization techniques
, webpage development , SMO, email & online marketing.
16. 1
2
3
4
5
6
Conclusions
7
Based on the results of the primary/secondary research
conducted through GT matrix, Semrush, Seobilty etc and the
aforementioned analysis, this project recommends the following:
1.Continue investment on technical SEO Optimization. However,
improve page quality, reduce Javascripts, use keywords such as
AR (Augmented Reality, Game of Thrones, Virtual relailty etc.),
improve page title with keywords in headings, add meta
description, meta tags, suitable image titles, and page mark-ups
for On-page Optimization (refer to Actions), making the website
mobile friendly to help increase Rovar’s reach to its target market
thus improving brand awareness and visibility. Refer to the table
below. (Poturak, 2022).
17. 1
2
3
4
5
6
Conclusions
7
2.Content marketing has evolved to become one of the most
powerful tool to increase customer engagement in the last
decade (Mahmić-Muhić, N. and Klico, A. (2022). Hence Rovar
needs to invest in creating creative, factual, informative,
product-based content through engaging write-ups (more than
250 words on one page for SEO) and videos including testimonials
from clients and users (children who enjoyed playing games eg.)
to leverage credibility.
3.It’s crucial to “be where your customers are”
(Business.linkedin.com,2023). Hence the content should not just
be available on the Rovar website but also Rovar’s LinkenIn,
Twitter (platforms visited by most B2B Clients) (and Youtube
account for Social media Optimization).
18. 1
2
3
4
5
6
Conclusions
7
4.Improve credibility on Google by adding reviews, rating, setting
up address on Googlemaps and a business profile on Google
mind-map. Also add the website on Google Console.
5.In short term, Rovar should focus on increasing brand
awareness among “ideal customers” in Belfast by acquiring B2B
clients (airports/hotels) through the launch of an online
marketing campaign including email marketing and virtual
exhibitions (PR Smith, 2019).
6.It’s also proposed to have a live Chatbot feature added to the
website along with pricing plans for “ideal customers” and an
option to schedule an online meeting to convert prospects into
buyers.
19. 1
2
3
4
5
6
Conclusions
7
7.In the long run, Rovar should focus on fostering fruitful
partnerships with global clients like Google. Google has been
looking to use AR to improve user experience for Google maps.
Rovar can collaborate to add that feature to Google Maps. An AR
feature would be more effective in gauging the position of the
pedestrian by providing accurate directions more clearly for
better navigation. Since Google maps has a worldwide market,
this can be a major milestone for Rovar; allowing it to reach a
global market through this collaboration.
20. 1
2
3
4
5
6
Control
7
Control system is essential to be included in every
marketing plan, this enables businesses and organizations
know the success or failure of the already set objectives.
Here, the set out objectives are being tracked on a weekly
basis to determine how well a campaign is going and
what to do in cases where it is not. Continuing from the
already listed objectives are the KPIs that have been put
in place to keep them in check.
21. 1
2
3
4
5
6
Control
7
KPIs Key Metrics Tools for
Measuring KPIs
Brand Awareness Impressions, clicks
through rate (CTR),
Unique users
Google Analytics
Acquisition Conversion rate,
customer lifetime value
(CLV)
Google Analytics
Engagement Page views, time on
page, bounce rate, top
exit pages
Google Analytics
22. 1
2
3
4
5
6
7
Works Cited
• Reed, D. (2014) “SOSTAC: The guide to the perfect digital marketing plan.”
• Saqib, N., (2020) Positioning–a literature review. PSU Research Review, 5(2), pp.141-169.
• Schlegelmilch, B.B. (2022) Segmenting Targeting and Positioning in Global Markets. In: Global Marketing Strategy. Management for Professionals. Springer, Cham.
https://doi.org/10.1007/978-3-030-90665-8_6
• Smith, P.R. (2019) Sostac Guide to your perfect digital marketing plan. London: PR Smith.
• Smith, PR (2019) SOSTAC guide to your perfect digital marketing plan. 6th ED. USA
• Smith, S. (2018). The Biggest Threats To Your Business. Forbes.
• Toivola, K. (2018) “Digital marketing strategy for a B2B company.”
• Wheeler, A., (2017). Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.
• Yüksel, İ. (2012) “Developing a Multi-Criteria Decision Making Model for PESTEL Analysis .”
• Zwilling, M. (2012). A Stronger Economy Means More Competitive Threats.
• Aaker, DA (2017), Strategic Market Management, 11th Edition, John Wiley & Sons, Incorporated, New York. Available from: ProQuest Ebook Central. [11 March 2023].
• Andaleeb, S.S. and Hasan, K. (2016). Market Segmentation, Targeting, and Positioning.
• Baker, C. (2021). Threat of New Entrants: Get to Know One of Porter’s Five Forces.
• Bessy, C. and Chauvin, P.-M. (2013). The Power of Market Intermediaries: From Information to Valuation Processes.
• Bonetti, F., Montecchi, M., Plangger, K., & Schau, H. J. (2022). Practice co-evolution: Collaboratively embedding artificial intelligence in retail practices. Journal of the Academy of
Marketing Science. https://doi.org/10.1007/s11747-022-00896-1
• Bucklin, L.P. (1993). Organizing Successful Co-Marketing Alliances
• Business.linkedin.com. (n.d.). B2B Tech Marketing: Meet the Anonymous Buyer | LinkedIn Marketing Solutions. [online] Available at: https://business.linkedin.com/marketing-
solutions/technology-marketing/tech-insights [Accessed 20 Mar. 2023].
