This document summarizes a group assignment for a marketing campaign. It includes screenshots and discussions of analytics data from the client's website and Google AdWords campaigns. It discusses performance metrics like impressions, clicks, and costs. It proposes modifying the commercial campaign keywords to remove terms like "custom" and "handcrafted" and focus on "office furniture", justified by a research source stating low involvement products are better advertised online than print.
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...signalhq
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it
In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.
It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.
DigitalDay's email marketing experience in drip marketing campaigns includes project examples from Stanley Steemer, LasikPlus, and several other direct-marketing clients.
As a Silverpop Partner, we leverage this best-in-class email delivery tool and integrate into client's 3rd party and proprietary systems.
B2B Drip Campaigns - 7 Case Studies - MarketingSherpa Jeanne Jennings Oct-2010JeanneJennings.com, Inc.
Drip email campaigns, which educate and nurture leads though the early stages of the sales cycle, are one of the most effective but underused tactics in the B2B world.
Join us to analyze case studies of successful drip email campaigns and learn how to cost-effectively develop and implement one for your business. We’ll cover:
• When a drip email program can help you – and when it can’t
• Creating effective message maps and content
• Timing and number of efforts
• How to effectively track and report on multi-effort drip campaigns
Whether you’re looking to start using drip campaigns or already have some in place that you want to optimize, this is a session you won’t want to miss.
Personalisation for Peak as presented at Ecom Rocks event Magento Horizon by Rory Gilmore from Nosto. Personalisation is more than the latest trend in ecommerce, it’s a way to reach an increasingly individualistic audience and deliver exactly what they want. Pick up ecommerce personalisation strategies from Nosto, the fastest growing personalisation solution in the world.
The study analyzed the user behavior of more than 170,000 users across 624 non-branded keywords.
In this study you’ll learn:
What impact images, videos, news, places, and shopping results have on user behavior
The CTR curve for positions #1-10 in Google and Bing SERPs
How the CTR curves for Google and Bing compare to each other
“Unlocking the First Party Data Right Under Your Nose” - How to leverage the existing GA First Party Data you already have and make it actionable with Email.
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...signalhq
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it
In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.
It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.
DigitalDay's email marketing experience in drip marketing campaigns includes project examples from Stanley Steemer, LasikPlus, and several other direct-marketing clients.
As a Silverpop Partner, we leverage this best-in-class email delivery tool and integrate into client's 3rd party and proprietary systems.
B2B Drip Campaigns - 7 Case Studies - MarketingSherpa Jeanne Jennings Oct-2010JeanneJennings.com, Inc.
Drip email campaigns, which educate and nurture leads though the early stages of the sales cycle, are one of the most effective but underused tactics in the B2B world.
Join us to analyze case studies of successful drip email campaigns and learn how to cost-effectively develop and implement one for your business. We’ll cover:
• When a drip email program can help you – and when it can’t
• Creating effective message maps and content
• Timing and number of efforts
• How to effectively track and report on multi-effort drip campaigns
Whether you’re looking to start using drip campaigns or already have some in place that you want to optimize, this is a session you won’t want to miss.
Personalisation for Peak as presented at Ecom Rocks event Magento Horizon by Rory Gilmore from Nosto. Personalisation is more than the latest trend in ecommerce, it’s a way to reach an increasingly individualistic audience and deliver exactly what they want. Pick up ecommerce personalisation strategies from Nosto, the fastest growing personalisation solution in the world.
The study analyzed the user behavior of more than 170,000 users across 624 non-branded keywords.
In this study you’ll learn:
What impact images, videos, news, places, and shopping results have on user behavior
The CTR curve for positions #1-10 in Google and Bing SERPs
How the CTR curves for Google and Bing compare to each other
“Unlocking the First Party Data Right Under Your Nose” - How to leverage the existing GA First Party Data you already have and make it actionable with Email.
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
"Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse...Eric Myers
So much of customer experience measurement is rooted in the buy, spend, & flow of media. Learn how to more accurately define the customer experience measurement strategy and move it toward actionable insight.
The challenge for retailers is no longer how to lure shoppers online, but how to add value for their existing customer base. Examine critical business functions for online commerce success, as well as best-in-class factors — transpromo, crosschannel campaigns and deep-dive personalization. Learn the “four Cs” of staying alive — conversion, clarity of messaging, channel crossings and cooperative communications with third parties. Also, learn several key software and cycle management tools that incorporate analytics and printed literature.
Amazing! Apply the right Methodology to Achieve 50, 90, and 200% Increase in ...Invesp
Following a consistent, repeatable methodology has proven over and over again that it produces amazing results. Having the right value proposition, understanding buyer momentum, increasing scent, applying cognitive progression, and increasing user engagement are some of the ways that our partners achieved amazing increases in online conversion. What’s most important is to select the problems and pinpoint the prime areas of optimization. We will be reviewing several conversion optimization concepts and the correct method of identifying and pinpoint the most important areas of optimization for your website. We will then feature live optimization of companies discussing some of the same concepts reviewed during the webinar.
You Will Learn:
• How to craft the perfect, most compelling value proposition;
• The importance of increasing scent through understanding your customers;
• Personas and the impact they can have on your site;
• Cognitive progression and how to successfully anticipate visitor actions.
As search engines remain to be the strongest digital arena for attracting targeted customers, marketers should adopt SEO trends that have now come full circle.
Full blog here - https://digitalmarketingphilippines.com/search-engine-optimization-trends-2021-mid-year-report-infographic/
Engage Shoppers Through Unparalleled Social AmplificationRachel Benson
“Engage Shoppers through Unparalleled Social Amplification.”
Social engagement with shoppers along the path to purchase is a top digital priority for marketers, but local execution is formidable. Learn how to make it easy through the latest techniques and technologies.
YOU’LL LEARN HOW TO:
- Identify and precisely target the right audiences using the latest social approaches
- Deliver the right messages at the right place at the right time along the social landscape
- Fully leverage your content assets in the social domain
- Attribute in-store sales, ROI and cost savings to social engagement
For more information, contact:
marketing@shoplocal.com
info@blinqmedia.com
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by James Wilsdon, Vodafone, @nickwilsdon - Understanding The Mobile SEO Opportunity. #benchmarksearchconf
Making display advertising work for dealers - pdf - sept 24,14Ian Cruickshank
This was my first Digital Dealer presentation and I took a simple approach to help Dealers understand where they can benefit from highly targeted Inventory Display Advertising. Presented first in Las Vegas, September 2014.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
The DMA reports that email yields a 4,300% return on investment for brands and companies, which could explain why over 183 billion emails are sent everyday, around the world to your customers’ inboxes.
Join us as we take a look at some of the tactics and tools in use in the Marketing Cloud that will make your emails stand out from the pack by being smarter and more relevant to your audience. We’ll also share some real life examples of the Marketing Cloud platform in action and give you a look at what we have in store for email in the Marketing Cloud Roadmap.
CCPA and the Future of Privacy-First Digital AdvertisingThe Media Kitchen
What is CCPA?
The California Consumer Privacy Act (CCPA) - which goes into effect on January 1, 2020 - grants California residents (“consumer”):
● Control over:
○ What entities are collecting their data
○ What type of data is being collected and for what purpose
○ Who the data is being sold to / shared with and for what purpose
● The ability to delete the consumer’s data and/or stopping any selling/sharing of data
Under CCPA, data collection and data sharing become fully transparent to the consumer, and, most importantly, companies must process opt-out requests within 45 days.
Adobe Visitor Insights – How Adobe Used Its Experience Platform to Create Beh...Adobe
Adobe Visitor Insights takes behavioral data and turns it into real-time actions for its Digital Experience sales team. Read the whitepaper to learn how Adobe used it’s already-collected data and Experience Platform to create robust behavioral signals that have led to increased pipeline, new opportunities, and targeted conversations.
"Moving Beyond Acquisition – Measuring Mobile Experience" – Eric Myers – Obse...Eric Myers
So much of customer experience measurement is rooted in the buy, spend, & flow of media. Learn how to more accurately define the customer experience measurement strategy and move it toward actionable insight.
The challenge for retailers is no longer how to lure shoppers online, but how to add value for their existing customer base. Examine critical business functions for online commerce success, as well as best-in-class factors — transpromo, crosschannel campaigns and deep-dive personalization. Learn the “four Cs” of staying alive — conversion, clarity of messaging, channel crossings and cooperative communications with third parties. Also, learn several key software and cycle management tools that incorporate analytics and printed literature.
Amazing! Apply the right Methodology to Achieve 50, 90, and 200% Increase in ...Invesp
Following a consistent, repeatable methodology has proven over and over again that it produces amazing results. Having the right value proposition, understanding buyer momentum, increasing scent, applying cognitive progression, and increasing user engagement are some of the ways that our partners achieved amazing increases in online conversion. What’s most important is to select the problems and pinpoint the prime areas of optimization. We will be reviewing several conversion optimization concepts and the correct method of identifying and pinpoint the most important areas of optimization for your website. We will then feature live optimization of companies discussing some of the same concepts reviewed during the webinar.
You Will Learn:
• How to craft the perfect, most compelling value proposition;
• The importance of increasing scent through understanding your customers;
• Personas and the impact they can have on your site;
• Cognitive progression and how to successfully anticipate visitor actions.
As search engines remain to be the strongest digital arena for attracting targeted customers, marketers should adopt SEO trends that have now come full circle.
Full blog here - https://digitalmarketingphilippines.com/search-engine-optimization-trends-2021-mid-year-report-infographic/
Engage Shoppers Through Unparalleled Social AmplificationRachel Benson
“Engage Shoppers through Unparalleled Social Amplification.”
Social engagement with shoppers along the path to purchase is a top digital priority for marketers, but local execution is formidable. Learn how to make it easy through the latest techniques and technologies.
YOU’LL LEARN HOW TO:
- Identify and precisely target the right audiences using the latest social approaches
- Deliver the right messages at the right place at the right time along the social landscape
- Fully leverage your content assets in the social domain
- Attribute in-store sales, ROI and cost savings to social engagement
For more information, contact:
marketing@shoplocal.com
info@blinqmedia.com
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by James Wilsdon, Vodafone, @nickwilsdon - Understanding The Mobile SEO Opportunity. #benchmarksearchconf
Making display advertising work for dealers - pdf - sept 24,14Ian Cruickshank
This was my first Digital Dealer presentation and I took a simple approach to help Dealers understand where they can benefit from highly targeted Inventory Display Advertising. Presented first in Las Vegas, September 2014.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
The DMA reports that email yields a 4,300% return on investment for brands and companies, which could explain why over 183 billion emails are sent everyday, around the world to your customers’ inboxes.
Join us as we take a look at some of the tactics and tools in use in the Marketing Cloud that will make your emails stand out from the pack by being smarter and more relevant to your audience. We’ll also share some real life examples of the Marketing Cloud platform in action and give you a look at what we have in store for email in the Marketing Cloud Roadmap.
CCPA and the Future of Privacy-First Digital AdvertisingThe Media Kitchen
What is CCPA?
The California Consumer Privacy Act (CCPA) - which goes into effect on January 1, 2020 - grants California residents (“consumer”):
● Control over:
○ What entities are collecting their data
○ What type of data is being collected and for what purpose
○ Who the data is being sold to / shared with and for what purpose
● The ability to delete the consumer’s data and/or stopping any selling/sharing of data
Under CCPA, data collection and data sharing become fully transparent to the consumer, and, most importantly, companies must process opt-out requests within 45 days.
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RCI is the leader in vacation exchange, offering the world’s largest vacation exchange network and providing first-to-market innovations, and unrivaled products and services to enhance the vacation ownership experience.
Google Analytics Premium for Better Data-Driven Decisions With Swapnil SinhaTatvic Analytics
Google Analytics Premium is basically everything you love about Google Analytics along with More Power, Better Support and Faster Insights. You get access to 200 custom dimensions & metrics, unsampled reports, bigquery export, multi channel attribution modelling, access to data in 4 hours or less & much more.
Join Swapnil Sinha (Head of Conversion, Google India) to learn how enterprises can use Google Analytics Premium to make better data-driven decisions.
You'll Learn:
* What is GA Premium
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Project Deliverable 2:
A/B Test Plan
What platform are you using for the test?
We are using Google Analytics as our platform for the experiment. We will be using Squarespace as our User Interface with designing the two different front pages. Squarespace offers simple control for web design, and has the capability of hiding webpages if needed.
What treatments will you test? (You may still be working with your client to figure that out, but give me one idea.)
Since the main goal of the website is to guide or convince the consumers to request a quote from us by hitting the button, “request a quote”, we and the company sought best to display two versions of the front page. The original front page will have a button on the top right that says, “Request a quote”. Once the button is pressed, it will guide the users to the page where they can request the specific chiller that their company requires. The second front page will have the same purpose; however, the visual display will be much more direct. The button will have an arrow pointing at the three words: “Request a quote”, and instead of having a visual slideshow, there will be a bland front cover with the company’s logo.
How will you assign treatments to customers?
The Google Analytics Interface offers an experiment mode that enables us to test almost any change or variation to the website to measure its impact. Within the configuration of the experiment, we will have the original page as Variation 1, and the direct-approach page as Variation 2. We then choose to split the experiment 50/50 for all users who approach our website. Google Analytics will automatically help us divide the population randomly for testing.
What response measures will you use to evaluate your treatments?
We will evaluate the experiment based on the number of page views on average over the time of 3 weeks. However, this is the tricky part. Since the goal of the website is to convince the user to click on the “request a quote” button to negotiate for a chiller, we cannot measure the page views of the two front pages. Instead we will design two “request a quote” pages. Afterwards we can measure how many page views the two pages will receive; therefore, finding out which front page is more effective.
How will this test help inform future decisions that the client will make?
The client’s main goal is to see how digital marketing can help drive their sales up for the company. Drake Refrigeration has always been communicating with wholesalers for clients, and thus decided to go for a more direct approach. This test will help them know which front page can drive more potential clients. The more potential clients they have, the more actual clients they will have, it’s a simple correlation. Our experiment will not only introduce them to the power of digital marketing, but will also show them the most effective way to execute.
Will you have enough data to make a conclusion? Make sure you make fake dat.
As far as digital marketing is concerned, attribution is unquestionably one of the major stakes in these last years. Nevertheless, the concept of attribution still seems to be a fuzzy subject. So what exactly is attribution and which model should you choose?
It is in order to answer these questions that a taskforce lead by Facebook dealt with the challenges of attribution.
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
Multi-Channel Attribution - Where do Leads Come From?
GOMC-Group Assignment 5
1. Group 2 Assignment 5
John The Builder Malecki
Group 2: Kristian Banks, Gina Davis, Alexis Garland, Kara Otto, Christian
Gabarda
2. Page 1 of 8
Deliverable Screenshots
Deliverable #1: A screenshot, an e-mail confirmation, or some other method that illustrates your
report has been uploaded according to timeline set by the Competition rules, and a copy of the
uploaded report (5 points)
3. Page 2 of 8
Deliverable #2: A screenshot illustrating that Analytics has been turned on for your client’s
website (1 point), and a paragraph of discussion (3 points).
Since having Google Analytics activated, we have had two page views and a 100% bounce rate. There
is currently no data on the demographic of our audience (age and gender). One of our page views was
from the United States and the second page view was from the United Kingdom. Both page views
were from users with English as their primary language. The duration of both page views was 0-10
4. Page 3 of 8
seconds. Both of our page views were from a desktop computer, we have not had any mobile views so
far in our campaign.
5. Page 4 of 8
Deliverable #3: A screenshot illustrating that your AdWords campaign has begun (3 points)
6. Page 5 of 8
Please note that your proposed improvement plan should try to preserve the integrity of your
experiments. For example, you should modify only one variable at a time, and try to control
other variables so you can be more confident when drawing causal conclusions. You should also
try to have at least 15 cases of data in each of your experimental conditions before making
changes.
Deliverable #4: Up to two pages, double-spaced, ofdiscussion (18 points)
Discuss one thing you have learned about the Analytics tool. The topics could range from definitions
(what is Analytics? How does it differ from conversion tracking?) to what you have learned about your
client’s website using the Analytics tool.
Campaign state Campaign Budget Status Campaign type Campaign subtypeClicks Impressions CTR Avg. CPC Cost Avg. position
enabled Campaign #1 5.95 eligible Search Network with Display Select Standard 22 8607 0.26% 0.43 9.38 1.3
enabled Campaign #2 5.95 eligible Search Network with Display Select Standard 7 1481 0.47% 1.32 9.24 1.7
Total - all but removed campaigns -- -- -- -- -- 29 10088 0.29% 0.64 18.62 1.4
Total -- 11.9 -- -- -- 29 10088 0.29% 0.64 18.62 1.4
Campaign report (Mar 21, 2016-Mar 26, 2016)
Keyword state Keyword Status Max. CPC Clicks Impressions CTR Avg. CPC Cost Avg. position
enabled Reclaimed eligible auto: 1.53 0 18 0.00% 0 0 3
enabled Fabricated Metal eligible auto: 1.53 0 0 0.00% 0 0 0
enabled Office eligible auto: 1.53 1 190 0.53% 0.79 0.79 3.3
enabled Rustic eligible auto: 1.53 0 28 0.00% 0 0 2.6
enabled Custom Wood eligible auto: 1.53 0 11 0.00% 0 0 2.9
enabled Build Yourself eligible auto: 1.53 0 0 0.00% 0 0 0
enabled Polished eligible auto: 1.53 0 26 0.00% 0 0 1.8
enabled Industrial eligible auto: 1.53 0 35 0.00% 0 0 2.3
enabled Football eligible auto: 1.53 2 1508 0.13% 0.72 0 2.1
Total - filtered -- -- -- 3 1816 0.17% 0.74 2.23 2.2
Total -- -- -- 22 8607 0.26% 0.43 9.38 1.3
Campaign: Adgroup Home (Mar 21, 2016-Mar 26, 2016)
Keyword state Keyword Status Max. CPC Clicks Impressions CTR Avg. CPC Cost Avg. position
enabled handcrafted wood furniture eligible auto: 1.83 2 39 5.13% 1.6 3.2 2.3
enabled wood furniture projects eligible auto: 1.83 1 17 5.88% 1.79 1.79 1.8
enabled wood furniture website eligible auto: 1.83 0 4 0.00% 0 0 3
enabled Unique Work Space low search volumeauto: 1.83 0 0 0.00% 0 0 0
enabled wood furniture company eligible auto: 1.83 0 6 0.00% 0 0 3
enabled wood furniture makers eligible auto: 1.83 1 58 1.72% 1.09 1.09 2.5
enabled Custom Office Furniture eligible auto: 1.83 0 1 0.00% 0 0 4
enabled wood furniture modern eligible auto: 1.83 2 631 0.32% 1.42 2.83 2.1
enabled wood furniture maker eligible auto: 1.83 0 47 0.00% 0 0 2.2
Total - filtered -- -- -- 6 803 0.75% 1.48 8.91 2.2
Total -- -- -- 7 1483 0.47% 1.32 9.24 1.7
Campaign: Adgroup Commercial report (Mar 21, 2016-Mar 26, 2016)
7. Page 6 of 8
Google Analytics is a great tool that gather data for a company to assist in making intelligent
marketing and business decisions. Analytics is an important, valuable means of communicating patterns
of data, generally statistical, to measure the quantity of performance. One of the first things that it can do
is it can allow a business learn about the type of people who visit their company website. They can see a
specific demographic who’s visiting, they can see the route a visitor is taking to get to the website, and
they can see what type of device is being used to visit the site. For many companies having this capability
can be really helpful in making future services and products that will continue to attract these visitors.
Google analytics can also be used to track an event or an action when a user interacts with the content. An
example can be playing a video or downloading a PDF document from the site. Our client does a great job
on continuously updating new videos on the company website to continue interaction with visitors. Our
client has continued to grow his followers and visitors to his site and has created a conversion (a
completed activity that can deem important to business goals) by allowing new visitors to the company
website to sign up for newsletters and updates. A visitor can sign up on the welcome page or once in the
main page a pop up will ask a visitor to sign up. With continuous use of Google Analytics we believe that
our client will be able to utilize the tools within the software to make business decisions to improve click
rate and potential customers. Discussion on the Analytics tool.
Initial report and modification plan
1. Briefly discuss your campaign’s performance during the first two days on any four of the
following topics that are relevant to your campaign: (4 points)
- Impressions
- Clicks
- Click Through Rate
- Average Cost per Keyword
- Total Cost of Campaign
- Other metrics provided by the client, such as conversions
We have noticed some differences as far as the Home versus Commercial campaigns. We had a very
high number of Impressions. Our total number was over 10,000, the bulk of those being for the Home
campaign. What was interesting is that “Football” had more impressions than any other category, which
8. Page 7 of 8
creates a thought: What are the clickers thinking about when they click on a keyword such as this? Also,
“wood furniture modern” for the Commercial campaign also had a high number of Impressions. For
clicks, we have an overall count of 29 clicks, with 22 of those being for Home and 7 of those being for
Commercial. The keyword with the most clicks is between “Football,” “Handcrafted Wood Furniture,”
and “Wood Furniture Modern.” On the other hand, the Commercial campaign has a higher Click Through
Rate of 0.47% than Home with 0.26%. In commercial, “handcrafted wooden furniture” had a 5.13%
CTR, which is the highest of all of the keywords in both campaign. Looking at the charts, the Total Cost
for each campaign was a little over $9.00. If you look at the data overall, you will see there is a higher
interest in the Home campaign than the Commercial so far.
2. Discuss one thing your team could change in order to improve the performance. Justify your
proposal based on the performance discussion above, and at least one scholarly source. (14
points)
I am thinking our commercial campaign keywords need some modifications. We have received 7
clicks which is good number for our campaign only running for a few days. I think if we take out the
words wood, custom, and handcrafted and we stick to the words office furniture we may have better luck
and more clicks. I do not think offices are looking for handcrafted and custom. Research has concluded
that “World Wide Web advertisements outperform print advertisements for low involvement products”
(Dahlen, et al. 2004). We believe, as stated above that most of the office furniture industry would not be
interested in handcrafted “custom furniture”. Also, “product involvement specifically has been proven to
be a major determinant of consumer behavior and advertising response” (Dahlen, et al. 2004). With that
being said, we believe that print advertisement in your local newspapers or circulars’ which contain
visuals of the product, would be a better fit for office furniture. We would focus on changing keywords in
our campaign that would eliminate the attraction to office furniture (commercial) being custom-made.
9. Page 8 of 8
References
Dahlen, M., Murry, M., and Nordenstam, S.” An Empirical Study of perception of implicit meanings in
World Wide Web advertisementsversus print advertisement.Journal of Marketing Communications
10-35-47. March 2004.