Project_ Grainger-Bosch_Digital Marketing Plan.pdf

D I G I T A L
M A R K E T I N G P L A N
Increasing Revenue Through Email
and Display Ads Strategy
M O H I T C H A U D H A R Y
A P R O P O S A L B Y

1. EXECUTIVE SUMMARY
2. PROBLEM STATEMENT
3. CONSUMER DECISION JOURNEY
9. DATA COLLECTION AND ANALYSIS
14. THE CHANNEL AND CONTENT STRATEGY
21. TEST AND CONTROL PLAN
24. REFERENCES
Contents

1 Grainger’s & Bosch’s Marketing Plan
1. Executive Summary
The objective of this digital marketing plan is to first acquaint you with the different categories of the
audience who communicate with the Grainger’s and Bosch Power Tools’ website, and then through different techniques
such as web analytics understand the communication gap between the brands and the audience that has been impacting
the revenue negatively. Attempts have been made to categorize the audience into different phases of the customer
decision journey and then set business objectives accordingly. The main purpose of doing web analytics using google
360 and similar tools is to collect data and then analyze it to get insights. Further, the categories of marketing data
analysis have also been tabled along with the kind of data that would be required for each category. To attract, retain
and upgrade customers, the plan is particularly focused on the two marketing campaigns: 1. Email marketing, and 2.
Display Ads. Both of these campaigns are organized by Grainger to increase the sales of the Bosch Power Tools.
Subsequently, the strategies for the email and display ads are established to achieve the target, which is to create a
digitalmarketing campaign to increase the awareness and saleof Bosch power tools by 10%on Grainger.com. Foremails,
various strategies have been suggested, such as: offer the customers incentives for signing up and discounts for the
first purchase. Similar strategies have also been proposed for the display ads. Further, to bring improvement in the
quality of the email and display ads, some pointers regarding the content, tone, and visuals have also been elaborated
briefly. After learning about different techniques, implementing and then measuring the level of success of the campaigns
is also equally important. These tasks have been achieved through researching by first setting the three objectives for
the five types of scenarios the entire plan is focused on. For testing the campaigns various methods have also been
discussed, such as litmus test, mail-tester, etc. for the emails and display ads.

2. Problem Statement
Create a digital marketing campaign to increase the awareness and sale of Bosch power tools by 10% on
Grainger.com. This campaign will target the current and potential customers by focusing on display and
email channels. Boschtools.com is itself a consumer-facing website and has data on customer behavior
and Bosch is sharing this data with Grainger.
This campaign will focus on:
1. Increasing sales of Bosch Tools power tools on Grainger.com to customers who first visit
Boschtools.com, considering the scenarios listed below.
• Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a drill), but
do not visit Grainger.com
• Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, log in to Grainger.com, and visit the power tools category
• Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, log in to Grainger.com, and visit the plumbing category but not power tools
2. Cross-selling and/or up-selling more Bosch products from categories beyond power tools to its existing
customers
** Students were given access to marketing KPIs from a previous campaign. All other analyses are
inferential in nature or based on readily available data.

3. Consumer Decision Journey
The five phases of CDJ and their relevant scenarios:
There are five following phases of Consumer Decision Journey (CDJ):
1. Trigger
2. Initial Consideration Set
3. Active Evaluation
4. Moment of Purchase
5. Post-purchase Experience
Below listed are the scenarios and their relevant phase:
Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not
visit Grainger.com
Phase: Active Evaluation:
Here the customer is only evaluating what products to buy, what brands to invest in, and where to
purchase them by visiting Boschtools.com. They have no plan to purchase, they are just checking out
the various options.
Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com,
log in to Grainger.com, and visit the power tools category
Phase: Moment of Purchase
This is the moment of purchase phase since the customer has made their decision to purchase their
required products and is about to finish the purchasing process by buying the products.
Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com,
log in to Grainger.com, and visit the plumbing category but not power tools
Phase: Trigger
Here the customer wants the product, but doesn’t actually know from where to buy or the name of
the best brands. They may also have just been surfing the net for the tools they wanted.

Description of Customers’ Concerns:
Scenario no. CDJ Phase Customers’ Concerns
1. Active Evaluation • What products to buy?
• What are the best available brands?
• From where to purchase?
• How products are priced?
2. Moment of purchase • All the detailed information about the products
including price
• How best the product is compared to other
similar products?
• Is the purchasing process simple/difficult?
3. Trigger • What are my (customers) need?
• Do I (customer) really need that product?

Identifying Analysis:
Avinash Kaushik, a renowned data analyst author, suggests a set of tools/gadgets to perform different
types of analyses for different set of audiences as follows:
Scenario no. CDJ Phase Customers’ Concerns
1. Active Evaluation Experimentation/Testing
Used for: Do products satisfy consumers’ needs?
Tools:
• Google websites optimizer
• AdWords Campaign Experiments
2. Moment of purchase Outcome Analysis
Used for: Do my sales efforts result in wins for my
brands?
Tools:
• Mongoose metrics
• Ifbyphone
• LivePerson
3. Trigger Clickstream Analysis
Used for: What creates customer need?
Tools:
• Yahoo! Web Analytics
• Google Analytics
• Google webmaster tools
• Bing webmaster tools

Scenarios and their corresponding business objectives
Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit
Grainger.com
Business objective: Build Awareness
Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in
to Grainger.com, and visit the power tools category
Business objective: Improving the Sales Process
Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in
to Grainger.com, and visit the plumbing category but not power tools
Business Objective: influence consideration
Determining the key questions, the type of data needed and data sources for the business
objectives
1. Business objectives: Build Awareness
Key questions: Do consumer recognize and recall my brand?
Asking such question will help Bosch quantify the need for greater awareness.
Data source:
• Aggregated consumer search trends from Google Trends or Bing search
• Data from various social media mentions with the help of social media platform tools
2. Business objectives: Improving the Sales Process
Key questions: Do my point-of-sale efforts result in wins for my brand?
Asking such question will help Bosch fix leaks in the sales process (e.g., cart abandonment) point to a
need for improvement.
Data sources:
• A/B testing data to provide insight into the effectiveness of various versions of checkout process
designs from A/B testing or CRO tools
• Checkout process data (e.g., cart abandonment data) from the advertiser’s e-commerce system
or e-commerce partner.
3. Business Objective: influence consideration
Key questions: Do my products satisfy consumers’ needs?
Asking such question will help Bosch know why consumers are choosing competitor’s items, revealing the
need to influence consideration.
Data sources:

• A/B testing data to provide insight into consumer preferences from A/B testing or CRO tools
• Social media sentiment data related to a brand from social listening, content analysis, or social
media platform tools

Planning Document
Objectives Key Questions Data – Source(s)
Build Awareness Do consumer recognize and
recall my brand?
• Aggregated consumer search trends
from Google Trends or Bing search
• Data from various social media
mentions with the help of social
media platform tools
Improving the Sales Process Do my point-of-sale efforts
result in wins for my brand?
• A/B testing data to provide insight
into the effectiveness of various
versions of checkout process
designs from A/B testing or CRO
tools
• Checkout process data (e.g., cart
abandonment data) from the
advertiser’s e-commerce system or
e-commerce partner.
Influence consideration Do my products satisfy
consumers’ needs?
• A/B testing data to provide insight
into consumer preferences from A/B
testing or CRO tools
• Social media sentiment data related
to a brand from social listening,
content analysis, or social media
platform tools

4. Data Collection and Analysis
Objectives and the Key Data to be collected:
1. Business Objective: Build Awareness
Key Data:
• Aggregated consumer search trends from Google Trends or Bing Search
2. Business Objective: Improving the Sales Process
Key Data:
• Checkout process data (e.g., cart abandonment data) from the Grainger’s e-commerce
system or e-commerce partner
3. Business Objective: Influence consideration
Key Data:
• A/B testing data to provide insight into consumer preferences from A/B testing or CRO tools
• Social media sentiment data related to Grainger from social listening, content analysis, or
social media platform tools

KPIs for the three objectives
Objective KPIs Data Required
Build Awareness 1. Impressions
2. CTR (Click Through Rate)
3. Unique Users
4. Bounce Rate
5. Applause Rate
6. Amplification Rate
Aggregated consumer search
trends from Google Trends or
other Search trend tools
Market share data from industry
groups, investor services, and
market research companies
Product and brand awareness
data from voice of the consumer
survey tools
Social media mentions
Improving the Sales Process 7. Monthly sales growth
8. Calls and emails per rep
9. Sales opportunities
created
10. Sales targets
11. Sales by region
A/B testing data
Checkout process data
Checkout satisfaction survey
response data
Clickstream analysis data
In-store customer surveys, etc.
Influence Consideration 12. Video watching and
completion
13. Time on site
A/B testing data
Clickstream analysis
Data from voice of the consumer
survey tools
Product and brand consideration
data
Social media sentiment data

Biases and their elimination
There are three types of biases that can be related to the collected data:
1. Sampling Bias (KPI 1: Impressions)
Sampling bias can be reduced by considering only customers who engage with the Grainger
regularly, or who are active on social media websites.
2. Questionnaire Bias
Questionnaire bias can be eliminated by designing surveys that feature only neutral, unbiased
questions.
3. Interpretation Bias
This bias can only be eliminated with thorough analyses.

Categories of marketing data analysis and its relevant data:
S.no. Categories of marketing data analysis Data
1. Descriptive Analysis
The objective of descriptive analysis is to provide a
description of the data analyzed.
Aggregated consumer search trends
data from voice of the consumer
survey tools
Product and brand consideration data
Checkout process data
Checkout satisfaction survey response
data
2. Inferential Analysis
This approach features the use of a small set of data to
infer something about a larger set.
Social media sentiment data
Product and brand awareness data
Social media mentions
In-store customer surveys, etc.
Clickstream analysis data
3. Exploratory Analysis
It is usually visual-based and seek to discover connections
and patterns in data.
Market share data from industry
groups, investor services, and market
research companies
4. Causal Analysis
This analysis seeks to determine how the movement of
one variable registers on other variables.
A/B testing data
5. Predictive Analysis
This analysis is closely linked to causal analysis and uses
models to predict the future value of data attributes when
market forces move some related data.

Types of Benchmarking
There are two types of benchmarking: internal and external benchmarking. In our analysis, internal
benchmarking will simply refer to comparing the performance of Bosch or Grainger between different
groups or teams within an organization. On the contrary, external benchmarking refers to comparing
performance with companies in a specific industry or across industries.
Our analyses comprise both types of benchmarking. For instance, aggregated consumer search trends
from Google Trends or other Search trend tools (Data no. 1) will require an external benchmarking.
According to the website datadrivenu.com2
, Google Analytics benchmarking reports allow you to see how
your website is trending in your industry. These reports will allow Grainger to see how well they are
competing across traffic channels. Similarly, for Social Media benchmarking (Data no. 4 and 14) will allow
us to do an evaluation of Grainger’s social media performance with their competitors and/or industry
standards, according to the website keyhole.co.3
Data Visualization
(Source: Google trends, 2021)

5. The Channel and Content Strategy
Strategy for Using Display Advertising and Email
Audience Category 1: Audience Category 1: Users landing on Grainger.com directly
(Table - A)
Type of Customers Campaign Goal Email Strategy Display Advertising
Strategy
New Customers Influence Consideration Since the Grainger.com
won’t be having the
emails of these new
customers, the first
thing should be to get
these visitors signed up
for the emails. Collecting
email can take a lot of
efforts and resources,
however, with the right
strategy it can be easier
to get people on the
Grainger’s database. For
instance, while chatting
with the customers,
discounts and special
offers can be offered
and the same incentives
can also be offered for
visitor’s who visit the
brand’s website by
asking them to fill a
simple form.
(Shortstack.com, 2021)
Grainger should first
carefully narrow down
their audiences’
interested websites
carefully and only then
post their ads. For
instance, according to
the text “recent
research shows that
behaviour targeting
achieved through
programmatic
advertising can improve
the online advertising
conversion rate from
anywhere between 30%
to over 80% depending
on the product
categories. You can
target individual
consumers based on
their previous
behaviour. Consumers
can also be targeted
based on their location,
the kinds of computing
devices they use, and
their internet browser
type.”
(coursera.com, 2021)3
Current Customers Cross-selling or up-selling These customers can be
sent two types of emails
as follows:
For customers who have
browsed products but
haven’t purchased,
retargeting is the best
strategy. Users who are

a. Emails with useful
resources – the
resources can be in the
form of product
information based on
the customer’s previous
shopping list. Discounts
and coupons can also be
included.
b. Emails with free
tutorial videos link:
Since Grainger already
have a YouTube channel,
the customers can be
entertained with videos
containing useful
information about their
latest products as well as
the versions of their
products.
retargeted to are 70%
more likely to convert
(Source: Digital
Information World)

Audience 2 – Users that come directly to Grainger.com
(Table - B)
Scenarios Campaign Goal Email description Display ad description
Scenario 1: Audiences
that visit
Boschtools.com, look at
a power tool (for
example a drill), but do
not visit Grainger.com
Build Awareness
To establish brand
awareness through
email marketing, it is
essential to make your
brand an integral part of
the emails you send.
Display ads should be
built around one single
goal. There are different
types of ads:
• Banner ads
• Image and text
ads
that visit
a power tool, and then
visit Grainger.com, login
to Grainger.com, and
visit the power tools
category
Improving the Sales
Process
It is always best to keep
your emails simple, fun
to read, and to the
point. Research shows
that the ideal length of a
sales email is between
50 and 125 words.
CTAs are a great way to
persuade the prospect
to take a particular
action while instructing
them “how to.”
(Saleshacker.com, 2021)
Display ads should have
the interface that has a
good visibility on mobile
as well as on other
devices. For example,
pop-up ads.
that visit
a power tool, and then
visit Grainger.com, login
to Grainger.com, and
visit the plumbing
category but not power
tools
Influencing
Consideration
At this stage, you can
send the customers
more targeted content
that addresses their
specific pain points. This
helps build trust
between your subscriber
and your brand, because
you are showing them
that you understand
them.
The aim of these ads is
to shape people’s
opinions about you, and
making sure that they
remember you in the
future when they want
what you’re selling.

Tone and Content of the Messages
Audience 1 – Users that start on Boschtools.com
(Table – C)
Type of Customers Campaign Goals Content Tone
New Customers Influence
Consideration
Sales emails
The two most
important things to
keep in mind while
writing sales emails
are:
1. Keep your sales
email short and sweet
2. Always include a
Call-To-Actions (CTAs)
A good CTA must have
the following three
characteristics:
a. An action verb
b. Powerful words
c. A single purpose
(Source:
saleshacker.com, 2021)
Confidence
Confidence is
appealing. Firms want
to deal with people
who are confident in
their business, their
products, and
themselves.
Sincerity
To build a sense of
trustworthiness,
business writing should
be sincere.
Current Customers Positivity

Cross-selling or up-
selling
Cross-selling or Up-
selling emails
Cross-selling emails are
used to suggest related
products or services to
complement what the
customer has.
Although there are
differences between
the above-mentioned
email with regard to
what you’re suggesting
and when, the best
practices listed below
apply to both types of
emails:
1. Remind customers of
their progress
2. Personalize emails
based on goals
3. Make upgrading as
easy as possible
4. Use purchase
momentum to educate
(Source: litmus.com,
2021)
Positivity tone is
appealing to the
reader. People are
often motivated and
attracted to a positive
take. Positive output or
benefits are appealing
to the reader.

Audience 2 – Users that come directly to Grainger.com
(Table – D)
Audience Content Tone
Scenario 1: Audiences that visit
Boschtools.com, look at a power
tool (for example a drill), but do
Brand awareness emails
Brand Awareness emails can be
optimized by including the
following practices:
a. By adding logo to the email
newsletters
b. Ensuring your email
signature is on-brand and
features your logo
c. Using colours associated
with your brand and easy to
read, professional font.
d. Using only brand images and
a consistent layout for all
emails.
Your brand’s theme should
resonate throughout the email,
making it easy for the
customer to identify with your
brand from start to finish.
(Source: Newoldstamp.com,
2021)
Accessible
The highly technical
terminology and jargon should
be avoided in all cases as the
text is meant to communicate
the content, not the expertise
or the experience of the
organization in the industry.
tool, and then visit Grainger.com,
login to Grainger.com, and visit
the power tools category
Sales email – already
discussed
Persuasive
Sales emails should have
persuasive tone since the body
of the text is meant to
convince the customers of the
products and services qualities
of the Grainger.
login to Grainger.com, and visit
the plumbing category but not
power tools
Consideration Influencing
Emails
Below listed is the type of
content relevant at
consideration influencing
Respectful
Business documents like emails
are read by a wide audience
and should be inclusive. Either
you are speaking within the
organization or with someone

phase of customer decision
journey:
a. A testimonial or case study
showing how other customers
with your products
b. A live webinar
c. Your free podcast episodes
regarding your customers
queries and your achievements
(Source: blog.aweber.com,
2021)
external the tone of the text
should be respectful.
(Source:
instructionalsolutions.com)5

6. Test and Control Plan
Scenarios, Research Objectives, and Type of Research Recommended
Below tabled are the five scenarios (A-E) and their corresponding three research objectives. The kind
of research to be carried out to achieve these objectives is also stated in the third column.
(Table – E)
Scenarios Research Objectives Primary/Secondary Research
Recommended
A. Scenario 1
Audiences that visit
tool (for example a drill), but do
&
B. Audience Type 1: New
Customers
It comprises new customers who
visit Grainger.com on daily basis
Objective 1:
How to target and effectively
bring the new customers on
Grainger’s database through
email and display ads?
Achieving this objective will help
us in finding out:
• The number of new
visitors Grainger and
Bosch tools get on their
website on daily basis.
• Where do the visitors go
after leaving the
Boschtools.com?
• Are sent emails being
opened by the visitors?
• Devices that are being
used by the visitors?
Primary Research
The business objective of this
research is to increase the sales of
Bosch power tools on
Grainger.com.
Tools to be used for:
Existing customers
a. Google Analytics (or any other
similar tool)
b. DMP data
New customers
Tracking exit click is possible with
Google Analytics as well as with
Google Tag Manager.
(orbitmedia.com, 2021)
C. Scenario 2
log in to Grainger.com, and visit
the power tools category
Objective 2
How to influence consideration
set of the consumers and study
their shopping behaviour
regarding the purchase of the
power tools?
us in finding out:
Secondary Research
Our research will be based on
already available data (secondary
data) regarding the consumer
behaviour. For instance, how they
communicate with the website?
What attracts, repels them on the
web page? How price impacts
their shopping choice? etc.

• How important is the
price of the products for
the consumers?
• How important is the
brand name for the
consumer?
Existing customers
a. Adobe Analytics, Google
Analytics 360.
b. Google Alerts, Google News,
Google Patent Search, Google
Video Search
(eMarketing Text, 2021)
D. Scenario 3
log in to Grainger.com, and visit
the plumbing category but not
power tools.
&
E. Audience Type 1: Current
Customers
It comprises customers who have
purchased Bosch power tools on
Grainger.com
Objective 3
How to increase the sales of
current and upgraded versions of
the power tools through
promotions and messages?
us in finding out:
• What are the most, least
popular products?
• What products are in
demand by the
industries and
individuals?
• What products are more
profitable?
Secondary Research
All the research will be based on
data collected from the brands’
websites (secondary data).
Existing customers
a. CRM (Customer Relationship
Management) software used by
Grainger, Bosch.
b. Marketing Automation
Software such as IBM Watson
(Coursera, 2021)

Test Plan for the Email and Display Ad Campaign
A. Testing Plan – Email Campaign
For emails, A/B testing is a very popular testing technique that can be used by Grainger to find out
which versions of their newsletter is more appreciated by their audience. A/B testing can also be
used to test other elements of an email like:
• Subject Line
• Message
• Call-to-action, etc.
Aside A/B testing, there are various tools also available online that can optimize the Grainger’s
consumers’ behaviour:
a. Litmus – it will show you how your email would look on different devices by displaying you the
screenshots.
b. Mail-Tester – it can check any spammy trigger words that might land your email in spam.
c. SenderScore – it ensures that your IP address isn’t considered spammy.
d. SubjectLine – it helps you write better subject line.
(Blog.hubspot.com, 2021)
B. Testing Plan – Display Ad Campaign
Display ad is the second highest funded marketing mix element at Grainger after paid search. Thus, it
plays an important in the overall generation of revenue for the Grainger. Display ads are assessed
using the same metrics found in a search campaign as follows:
• Click-Through Rate
• Engagement Rate
• Conversion Rate
• Cost Per Action
Just like for emails, A/B testing can also be used to test display ads for variations of designs,
headlines, image, call-to-action, landing page forms, etc. In relation to our research, Grainger can
use these tests to find out what hooks customers to their website and generate sales.
There are various tools available online that can help Grainger run effective display ads as follows:
a. SEMrush – can select the right keywords that work for the ads.
b. Grammarly – can help write grammatically correct text in a most appealing way.
c. Canva – can aid designing creative ads in a fraction of time.
(neilpatel.com, 2021)
(Word count: 3967)

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https://www.saleshacker.com/how-to-write-the-perfect-sales-email/
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your-subject-line.aspx
18. neilpatel.com. (2021, May 16). Retrieved from neilpatel.com:
https://neilpatel.com/blog/tools-for-ad-campaigns/

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