This digital marketing plan outlines strategies for promoting Google Glass to three consumer segments. It includes research on the product and target audiences, as well as tactics for paid search (PPC), display advertising, SEO, earned media, email marketing, social media, and KPI monitoring. The total annual budget is $1,952,269.88, with the largest portions going to PPC (38%) and strategy/segmentation services (47%).

1. Digital Marketing Plan for
Baldwin Wallace University
Digital Marketing Team
Chelsea Glosser ◦ Joe Osterfeld ◦ Allie Wells

2. Agenda
1
Research
6
Earned Media
2
Segmentation
7
Email
3
PPC
8
Social
4
Display Media
9
KPIs
5
SEO
10 Budget

3. Research
Marketing Mix
• Product: Interactive Glasses with web, photo, video, navigation, etc.
• Price: Estimated retail price: $499
• Place: Will be distributed through online ordering, retail
stores, modular Google retail stores
• Promotion: Engagement with consumers through paid, owned &
earned media, television, print, etc.
SWOT Analysis
S: •
•
•
•
O: •
•
•
•
Originality,
W: • Lack of history
Economies Of Scale & Scope
• Privacy Issues
Customer Loyalty
• Appearance
Diverse services
• Driving
Related Products
T: • Competitor Imitation
Accessories
(Microsoft)
Impact on Mobile Interaction
• Possible Lack of demand
First to Market
Positive
Negative
Internal
External

4. Identify » Engage » Activate
Marketing will be based on engagement with three consumer segments:
Conversion Funnel
Penny
The “Informational” Consumer – Aware of the
existence of Glass, but knows no details.
Penny – 28, Accountant, $68k, Single, Wants Family, Cats
Possible Uses: Recipes, Family/Cat Pics, Social Media, Exercise
Stage: Awareness
Billy
Stage:
Consideration & Engagement
Ricky
The “Sleeper”– Has read about Glass, is aware of some
features, and has considered purchasing it.
Billy – 35, Entrepreneur, $110K, Married 2 Kids, Suburban Home
Possible Uses : DIY, Family Photos, Golf, Tech News
The “Early Adopter”– Has been anxiously awaiting the
release of Glass. Knows its features, will buy ASAP.
Stage:
Conversion
Ricky – 30, Programmer, $79k, Single, Apartment, Gamer
Possible Uses : Status Symbol, Web Search, Blogging, Video.
Loyalty &
Advocacy
Our Goal: To advance every consumer toward the next
step in the conversion funnel

5. Pay Per Click (PPC):
Strategy
•
Launch
•
•
Expansion
•
•
•
Analysis & Management
•
•
Develop relevant keywords catered to each consumer segment; mostly
containing the “Google Glass” name.
Set goals for keyword performance and engagement.
Purchase relevant keywords & organize them into related ad groups. Also
establish a negative keyword list.
Provide Ad copy to connect consumers to relevant landing pages
Develop relevant landing pages that inhibit engagement.
Use Google Analytics to evaluate the performance of keywords & change them
accordingly.
Manage bid prices, ad copy, landing pages & keywords.
Analyze performance based on KPIs: impressions, clicks, CTR, etc.
Search: “Google Glass Street Directions”
Match Type: Broad Match
Ad Group: Navigation
Keywords: navigating with Google Glass,
Character Count
directions with Google Glass,
navigation with Google Glass,
Google Glass road directions,
Google Glass street directions,
Google Glass Travel,
Google Glass location,

6. Display Media
Penny’s Display Advertisements
Rectangle
• The advertisements to the right and below
are designed to target Penny’s passion for
running; they showcase the Glass running
navigation.
• Standard display ads with images and
buttons.
Leaderboard
250
300
90
728
Google Glass Display Media
• Display media will integrate sponsorships and fixed placement ads on 3rd party websites.
• Display ads will attract consumers by advertising for uses of the product in their everyday
lives.

7. Penny’s Standard Display Ads
Display Media
With Static Images
Penny’s Display Advertisements
Rectangle
• The advertisements to the right and below
are designed to target Penny’s passion for
running; they showcase the Glass running
navigation.
• Standard display ads with images and
buttons.
Leaderboard
250
300
90
728
Google Glass Display Media
• Display media will integrate sponsorships and fixed placement ads on 3rd party websites.
• Display ads will attract consumers by advertising for uses of the product in their everyday
lives.

8. Relevant Landing Pages
Characteristics:
• Above the fold call to
action
• Based on specifics
• Email engagement
• Geographic Targeting
• Social Media Sharing
Goal:
Gather more information
about the consumer to
provide them with relevant
content & nurture them
through the buying funnel.
Billy’s Landing Page

9. Search Engine Optimization (SEO)
Goal: to gain inclusion into organic listings on Google searches.
• Create useful web content accessible to a wide range of searches
• Conduct keyword research and target high frequency keywords
• Offer links to other pages on the site which the reader may be interested
• Maintain successful earned media creating positive social activity

10. Earned Media Strategies
Glass Giveaway:
• Send a free pair of Google Glass to 30 writers per consumer
segment (90 total)
• Ask these writers/bloggers to review the product.
Press Events:
• Hold invite-only events for editors in major cities to generate
free publicity.
Earned Media Strategies
will contribute to SEO

11. Email Nurturing
Penny: Basic information from blogs, earned articles &
social media.
Billy: Contain testimonials & try-on opportunities
Ricky: Offer Exclusive invitations to pre-order Glass
Billy’s Email

12. Social Media
Each Segment will have its own page/identity on each social media
channel
• Facebook
– Focus on Penny to educate consumers
– Strategically post pictures & videos on specific days of the week.
– PPC: Create ads around segments by interests;
Photography, videos, music, etc.
– Photo Contest: “Show Us Your Love With Google Glass”
• Twitter
– Similar to Facebook, without redundancy.
– Post based on web traffic
• LinkedIn
– Written articles on various uses of Glass; personal & professional.
– Essay Contest: “Do Business Better with Glass”
Other Social Media Channels: Google+ & YouTube
Social media channels will be monitored through a Social Media Management Tool such as
HootSuite.

13. Social Media:
Facebook, Twitter & Google+ Contest

14. Monitoring
Using Key Performance Indicators
• PPC
– Clicks, CPC, CTR, Conversion Rate
• SEO
– Keyword Density, Landing Page Hits
• Earned Media
– Retweets, Shares, Blog Mentions, Links
• Email
– Click through rate, Open Rate, View Through Rate
• Social Media
– Posts, Tags, Shares, Retweets, Mentions

15. Google Glass Itemized Annual Budget
Monthly
% of Overall
Budget
Total Cost
Google Adwords
$ 350,000.00
$
733,000.00
38%
Social Media Advertising
$
16,666.67
$
200,000.00
10%
LinkedIn
$
25.00
$
300.00
0%
HootSuite (Professional) ($5.99)
$
5.99
$
71.88
0%
SEOmoz (2 month free trial)
$
499.00
$
5,988.00
0%
Google Analytics
$
-
$
-
0%
Strategy & Segmentation Services
$
76,500.00
$
918,000.00
47%
Glass Photo Shoot
$
-
$
50,000.00
3%
($499 * 90u)
$
44,910.00
2%
Glass Giveaway
Total Annual Budget
$ 1,952,269.88

16. The Google Glass Lifestyle
Maintain a broad focus on advertising tone & style.

17. Questions?
Thank you for your time.