This document provides an analysis of eMarketing strategies for Oral-B's electric toothbrush business. It finds that the market is highly fragmented, so differentiation is important. It recommends optimizing search marketing, creating more content, benchmarking SEO efforts, and acquiring user data to improve performance. It also suggests generating engaging content, enhancing calls-to-action and chatbots on the website, targeting social influencers to boost reach, and integrating marketing and CRM systems for improved personalization. Competitive comparisons show opportunities in offering more color choices and partnering with dental companies.

1. eMarketing Strategy
Analysis

2. Main Competitors in Current Market

3. Structure of the Market
Highly fragmented market,
therefore it's imperative to
differentiate products and
services from that of
competitors, to survive the
competition.
Growing preference for
adopting products that are
technologically advanced are
expected to boost the growth.

4. Global Electric Toothbrush Market
➔ Progressive growth within
the next five years; online
stores to be fastest
growing segments.
➔ Market growth is driven
by increased penetration
as a result of optimal
marketing techniques
adopted by players.

5. Strengths Weakness
➔ Optimised use of search marketing
➔ Established Brand Image
➔ Access to consumer data through Mobile
App
● Doesn’t have a blog or user reviews on
their website.
● No social share buttons/handles on site
● No activity
Opportunities Threats
➢ Creating blog for user generated content
➢ Increase category knowledge to penetrate
into market segments - CRM , Social
presence
➢ Increase brand awareness through CSR
campaigns
❏ Oral b’s target audience visiting social
networking sites of its competitors, i.e.,
Philips, Colgate.
❏ Website glitches - does not offer enough
information.

6. Search Strategy
Traffic Sources of desktop - Oct 2017
77.03% of traffic on desktop, generated by search as of oct 2017.
High opportunity- Social, Mail , Display Advertisement
https://www.similarweb.com/website/oralb.com#overview

7. Performing well on both organic and paid search. Need to maintain the spot by
page optimizations, targeted content and a backlinking strategy to improve
performance.
Oral b
Electric toothbrush
Sonic Toothbrush
Oral b

8. SEO Recommendations
● Build authority - link building strategy
● Keyword research and concentration
● Create more content rich pages
● Benchmark SEO efforts - Google Analytics
● Acquire user journey data from PPC advertising

9. Website
Scope for increasing website performance. Website visits have been stable
through the last 6 months. Engagement is very low.
https://www.similarweb.com/website/oralb.com#overview

10. Website (Page Level Evaluation)
● Heavy Pages- More download time
● Low volume of text content
● Keyword consistency- Main keywords
not distributed well across Title,
Description , Headings

11. CTA Glitches
● Call to Action buttons lack consistency in
color and placement.
● The Learn More link doesn’t work and
reloads the same page instead of taking
the user to oral care articles

12. Chatbots

13. Web Recommendations
Generating engaging content through:
● Leveraging ADA approval - spreading awareness through link strategy
● Festive / occasion related themes and sharing oral health related content
and linking them to other social sites
● Posting user reviews and building consumer communities online
● User generated content with contests, video sharing and giveaways
● Enhancing CTAs and chatbots on the website.

14. Social Performance
● Strong potential of social sharing of the site on Facebook and Youtube.
● Google+, LinkedIn, Twitter and instagram not linked to website
● Opportunities to advertise on digital TV. Eg Hulu, Sling

15. Sentiments Gender
Social
Influencers

16. Social Recommendations
● Target social influencers who are medium
to boost product reach
● Engage viewers by adding chatbots on
the pages
● Youtube user section to share
experiences and boost participation in
campaigns
● Building authenticity by linking product reviews to social pages
● CTA on social pages for more information and offers

17. CRM and Consumer Data
● Integrate CRM and marketing system: Single
customer view
● Advanced personalization and triggering
● Behavioral targeting
● Marketing automation: salesforce
● Digital Branding= sum of touchpoints someone
experience (Integrate system, Data,
Infrastructure)

18. Competitive Comparisons
1) Home Pages

19. ● Most people prefer to
buy the oral care
products until they
have a coupon or the
products are on Sale.
● Coupons or discount
can directly affect
consumers’ behavior.
● All of the toothbrush
brands use coupons to
attract potential
consumers by
different ways.
2) Coupons

21. Philips Sonicare gives
consumers more color choices
for each type of electric
toothbrush.
It can be more attractive to
females or adolescents.
3) Color Choices

22. Store Marketing

23. Other Opportunities
Partnership opportunities with dentists
and dental insurance companies for
deeper market penetration.
In line with the ADA approval
Eg- Beam Co. sends the oral-care
packages every 3 months; rewards
users who have better brushing habits
with lower premiums

24. Thank You