The document provides recommendations for Heineken's digital marketing strategies. It suggests targeting different subgroups on social media platforms like Facebook, Twitter, and YouTube. An internet marketing strategy of inbound marketing, content marketing, and personalization is outlined to drive web traffic and attract loyal customers. Updates to Heineken's mobile and website strategies are proposed, along with using location-specific and time-sensitive messages. Metrics like CTR and ROI are presented to assess effectiveness, and a 2016 budget of $200 million for digital strategies is recommended. The target audience and unique selling propositions are also discussed.

1. HEINEKEN
BY JOSH KOHN
ADV 420

2. SOCIAL MEDIA SCHEME
-Continue targeting different subgroups of target audience
-Social media needs to be strictly targeted to young adults and older folks
-Use campaign hashtags:
-Focus on bigger social media platforms
- i.e. Facebook, Twitter, and YouTube
-Begin using Pinterest & Snapchat for better digital
marketing presence

3. INTERNET MARKETING STRATEGY
-Strategy: Use Inbound Marketing &
Content Marketing
-Hashtags
-Keywords
-CRMs
-Personalization
-Social Monitoring
-Outcome:
-Drives Web Traffic
-Attracts Strangers
-More Brand Loyal Customers

4. CURRENT MOBILE STRATEGIES
-Website layout is not as appealing on
mobile, without major features from
desktop website such as campaigns
and tab pages
Desktop layout:
Mobile layout:

5. SUGGESTED MOBILE STRATEGIES
-Need to update campaigns to current Heineken campaigns
-Update with more promotions and coupons through social media
-Promotions through email
subscriptions and central
mobile app
-Location-specific
messages
-Time-sensitive
messages

6. METRICS
How to assess the effectiveness of Heineken’s campaigns
-Click-Through Rate (CTR)
-ROI
-Brand recall
Heineken product
placement from
James Bond’s
Skyfall

7. BUDGET
2015 budget:
-“30% of its spending on digital, up 20% from last year” (E.J.
Schultz from Ad Age).
-”Heineken spent $150 million on measured media last year”
(E.J. Schultz from Ad Age).
Suggested 2016 budget:
-Based on 2015 numbers, budget should be $200 million for
digital strategies for ensured brand growth
-Digital marketing is the future for a brands’ success

8. TARGET AUDIENCE
Suggested
-Males & Females
-Ages 21 to 75
-Specific campaigns that appeal
to target audience subgroups
-i.e. Soccer sports fans
-i.e. Retired consumers
who still drink beer
Currently
-Males & Females (Ages 21 to 50)
-Sports fans
-Socializers/Partiers
-Middle to upper class
-Educated Individuals

9. UNIQUE SELLING PROPOSITION
-A top quality beer
-Premium-imported beer of the
world
-Uses ad messages to show
Heineken is the world’s most
popular international beer brand

10. BIG IDEA
-Use Guerrilla Marketing tactics
-Cheap method of advertising
-Easy to market towards target
audience in specific places
-Generates easy word-to-mouth
-Promote social marketing
tactics in ad messages
-i.e. Don’t Drink & Drive