This document provides a summary and recommendations for improving the digital marketing strategy of Toffee Talk. It summarizes the client's expectations to evaluate the current strategy and improve sales. It analyzes the performance of the website, email marketing, search engine optimization, and pay-per-click advertising. Recommendations include optimizing content, tracking conversions, and launching a new "Taster Campaign" to drive consumer interactions. The document references data sources to support the analysis and recommendations.

1. Hsin-­‐Ling
Hou
(Albee)
Vinay
Shah
MKT
352
Professor:
Dr.
Blodwen
Tarter
Fall
2014
1

2. 2
Agenda
Story
of
Toffee
Talk
Hos1ng
vendor
&
performance
Business
process
management
Content
management
system
Ecommerce
CRM
Users
experiences
Communica1on
strategy

3. 3
Agenda
Client
Expecta1ons
Target
Audience
Overview
Digital
Marke1ng
Performance
Email
Marke1ng
Recommenda1on
for
Email
Marke1ng
Search
Engine
Op1miza1on
Performance
Search
Engine
Op1miza1on
Recommenda1on
Pay
Per
Click
Performance
Pay
Per
Click
Recommenda1on

4. 4
A
liJle
pieces
of
conversaNon

5. 5
HosNng Vendor
Digital
Marke1ng
SoJware
Marke1ng
services

6. 6
HosNng Performance

7. 7
Business
Process
Management
SeKng
goals
–
Keep
fresh
&
Increase
sales
Developing
–
Join
event,
Social
media
post,
Packaging
Monitoring
– Registra1on
&
unsubscribe
numbers
Op1mizing
– Provide
15%
coupon

8. 8
Content
Management
System
Bigcommerce
–Marke1ng
360
Google
Analy1c
Email
–
Promo1on
and
News
LeZer
by Caron
Social
Media
–
by
Ellin

9. 9
Ecommerce
Website
–
Selling
&
Buying
Phone
–
Ordering
Customers’
Data
–
Web
registra1on
&
Social
Media
Online
distribu1on
–
The
Grommet,
Open
Sky,
GiJ
a
Feast
Wholesales
–
19
loca1ons
in
CA

10. 10
CRM

11. 11
Users
Experiences
Delicious
Fast Shipping
Easy to order and pay
Customized package
Googlers’ love

12. 12
CommunicaNon
Strategy
Toffee Talker
– how it happens
Participate food events
– Increase brand awareness
Get involved with neighborhood
– Local news or Food info via Social Media

13. 13
Client
ExpectaNons
Evaluate
current
Digital
Marke1ng
Strategy
Improve
current
digital
marke1ng
strategy
Suggest
digital
marke1ng
channels
to
focus
Sugges1ons
to
Improve
Sales
*Source:
Interview
with
Ellin

14. 14
Target
Audience
*Source:
Interview
with
Ellin
Gender:
Female
Age:
30
to
56
years
FesNvals:
Thanksgiving,
Hanukkah,
Christmas,
Valen1ne’s
Day,
and
Halloween
Growing
Market:
GiJing
market

15. 15
*Source: Marketing 360 (2014)
Visits:
281
New
Visits:
82.21%
Pages
Per
Visit:
2.62
Bounce
Tate:
50.53%
Overview
Digital
MarkeNng
Performance

16. 16
Email
MarkeNng
Brand
Logo
Fes1val
Mails
Clear
and
Responsive
CTA
Mailer
Guidelines
Social
Media
Pages

17. 17
Email
MarkeNng
RecommendaNons
1. Create
an
op1ons
to
open
on
Browser
2.
Implement
Email
Tracking
Parameters

18. 18
RecommendaNons-­‐
Create
User
friendly
Landing
Page
Naviga1on
Friendly
Difficult
to
read
content

19. 19
Search
Engine
OpNmizaNon
Visits:
106
New
Visits:
85.88%
Pages
Per
Visit:
3.85
Bounce
Tate:
16.60%
*Source: Marketing 360 (2014)

20. SEO
OpportuniNes:
SEO
Rankings
20
*Source: Google Keyword Tool

21. 21
SEO
RecommendaNons:
Content
OpNmizaNon
Current:
Title
Tag
&
Descrip1on
Tag
Recommended
:
Title
Tag
&
Descrip1on
Tag
Best
Toffees
Online
|
Home
Made
Gourmet
Toffees
Taste
our
award
winning
gourmet
toffee.
Voted
best
in
the
US!
Shop
for
Gluten
Free
Toffee-­‐
red
walnut,
peanut,
pecan
and
Almond.
Buy
toffees
online!

22. 22
SEO
RecommendaNons:
Anatomy
of
Content
H1 Tags: Headings
H2 Tags: Sub Headings
Anchor Text: Read More
About Toffee Talks
Alt Tags: Images
Alt Tags: Images
Analytics: Conversion
Tracking

23. 23
Pay
Per
Click
Performance
*Source: Mad Wire, Marketing 360 (2014)
Impressions:
5483
Clicks:
194
CTR:
3.5%
Conversions:
0
Total
Spend:
$404.6
(3
Months
Sample
Size)

24. 24
PPC
RecommendaNon-­‐
Add
Conversion
Code
*Source: Google Tag Assistant

25. 25
How
to
increase
conversions?
1. What makes people buy Toffees or Chocolates?
2. How to increase sales?
3. How to make people interact with our product?
4. What we can do to
drive more
consumers?

26. 26
PPC
RecommendaNon-­‐
The
Taster
Campaign
They will taste it. They will evaluate it. The kid inside will
tell the story.

27. 27
References
(Ellin
A.
Purdom,
personal
communica1on,
Nov
23,
2014)
Toffee
Talk.
(2014)
Retrieved
from
hZp://cjstoffeetalk.com
Google
Tag
Assistant
(NA).
Tag
Assistant.
Retrieved
from
hZps://chrome.google.com/webstore/detail/tag-­‐assistant-­‐by
-­‐google/kejbdjndbnbjgmepgdddjlbokphdep?hl=en
Marke1ng
360
(2014).
Digital
Marke1ng
Overview.
Retrieved
from:
hZps://mymarke1ng360.com/#/home.
SEO
Quake
(2014).
Page
Informa1on.
Retrieved
from:
hZp://www.seoquake.com/

28. 28
Thank
You