With a £1m budget, the document recommends spending the majority on online banner ads, price comparison sites, brand pages on retailer websites, and banner ads on retailer websites to reach customers across the buying journey in a highly targeted manner. It also suggests allocating funds to YouTube videos and email marketing. Building brand awareness, authority and driving traffic to the website are priorities through digital channels that are easily tracked and managed.

1. Paid Digital Marketing Channels

2.  Looking at Whirlpool's digital customer touch
points, with £1m budget, where would you
spend your time and efforts and where would
you allocate these funds across the customer
journey and why?

3. Online Banner Adverts
 Highly Targeted
 Easily managed and tracked
 Increases Brand Recognition
 Users are a click away from your landing page
 Can be extremely cost efficient

4. Online Magazine Articles/ PR Sites
 Builds more industry authority
 Increase brand and product awareness
 Potential for article to spread beyond initial site
 Delivers traffic to your website.

5. Facebook and Twitter Mentions
 Potential Customers are talking about brands/products and
are looking to start conversations / receive feedback
 Manage and reply to any positive or negative mentions
 Ensure all customer queries on Whirlpool brands are
answered promptly.
 Great PR tool to deliver positive news on product launches
and new initiatives.
 Keep and eye and monitor online brand reputation and
perceptions.

6. Price Comparison Website
 Allows customer to easily research
brands/products that suits their budget and
expectations
 Easy to use with customer reviews
 Links customer directly to retailers website.

7. Whirlpool Website
 Keep website content/ information updated
 Check all links are working and ensure site is
error free.
Whirlpool Blog
 Provide brand information and aid sales
 Allows customer to further interact with
company
 Blog content great for SEO purposes.

8. Youtube Videos
 Product reviews or demonstration via video can
make a major impact to the customer decision
making process.
 Videos on sites such as YouTube are great for SEO
on individual product pages.

9. Brand Page on retailers website
 Ensure Whirlpool’s brands and products are
well represented and updated on retailers
sites.
Banner Ads on retailers website
 Builds brand authority
 Targeted ad placement
 Drive more traffic to brand/ product

10. Retailers Emails
 Ensure retailers actively promote Whirlpool
products in their customer mailings
Whirlpool Emails
 Keep customers informed about products and
services.
 Build customer perception and loyalty

11. Consumer Reviews
 Encourage customer reviews
 Potential customers love to check reviews
before purchase.
 User generated content is great for SEO
 Trustworthy source of information

12. Majority of the budget
 Online Banner Ads
 Price Comparison Sites
 Brand Pages on retailer websites
 Brand Ads on retailers site
Other promotional areas
 Youtube videos
 Email Marketing