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Barnes & Noble Internet Marketing Strategy by Stephanie Sundheimer

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An internet marketing analysis and proposal for international book store giant, Barnes and Noble.

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Barnes & Noble Internet Marketing Strategy by Stephanie Sundheimer

  1. 1. INTERNET MARKETING PROPOSAL BY STEPHANIE SUNDHEIMER
  2. 2. COMPANY OVERVIEW STRENGTHS WEAKNESSES•  Largest  book  retailer  in  US   •  Maintaining  interest  in  tradi=onal,  •  Merchant  of  movies,  music,  magazines,   physical  copies  of  books,  magazines,   games,  gi:s   music  •  Top  compe=tor  in  eReader  and  eBook   •  Increasing  appeal  over  independent,   sales   local  retailers  •  Quiet,  friendly  environment  for   studying,  socializing   OPPORTUNITIES THREATS•  Interac=ve  social  media  strategy   •  Amazon.com  •  Highly  targeted  search  engine   •  Locally  owned  book  stores   op=miza=on  and  marke=ng  plans  •  Local  and  community  focus  both  online   and  in  stores  
  3. 3. INTERNET MARKETING GOALS Use  the  internet  as  a  resource  to  lure  customers   into  store  loca=ons.   Promote  and  improve  social  media  campaigns  to   increase  online  sales.   Focus  on  local  marke=ng  to  overcome  threat  of   independently  owned  compe=tors.  
  4. 4. THE SOLUTIONSEARCH ENGINE MARKETING SOCIAL MEDIA MARKETING
  5. 5. SEARCH ENGINE STRATEGYAUDIENCES TO TARGET•  Less  technologically  advanced   consumers  •  Readers  of  tradi=onal  books   GOALS  PRODUCTS TO MARKET ü  Double  online  sales  as  •  Tradi=onal  books   converted  from  search  •  Textbooks   engines.  •  Gi:s   ü  Double  in  store  sales  as  KEYWORDS converted  from  search   engines.  •  Books  •  Affordable  books  •  Textbooks  •   Focus  keywords  locally  
  6. 6. SEARCH ENGINE BREAKDOWNONLINE SALES IN STORE SALES•  Quality  landing  pages  -­‐  call   •  Offer  op=ons  to  pick  up   to  ac=on   products  in  store  same  day  •  Adver=se  exclusive  online   •  Appeal  to  local  crowds  by   offers  in  text  &  ad  copy   marke=ng  local  stores   -­‐  Free  shipping   •  Adver=se  for  in-­‐store  events   -­‐  Discount  on  large   orders  
  7. 7. SOCIAL MEDIA STRATEGYAUDIENCES TO TARGET•  Technologically  advanced   consumers  –  social  media  users  •  Owners  or  poten=al  owners  of   eReaders  (Nook)   GOALS•  Students     ü  Double  number  of  Likes,  PRODUCTS TO MARKET Followers,  Subscribers,   and  Check-­‐ins.  •  Nook  &  Nook  products  •  eBooks/eTextbooks   ü  Double  online  sales   converted  from  social  METHODS OF COMMUNICATION media  outlets.  •  Facebook  •  TwiVer  •  YouTube  •  FourSquare  
  8. 8. SOCIAL MEDIA BREAKDOWNFACEBOOK TWITTER•  Facebook  book  discussions   •  Company  news,  announcements  •  Product  reviews   •  New  product  announcements  •  Individual  pages  for  local  stores   •  Engaging,  interac=ve  content  YOUTUBE FOURSQUARE•  Interviews  with  popular  authors   •  Incen=ves  for  checking  into  stores  •  Overview  of  electronic  products   •  Discounts   •  Free  gi:  
  9. 9. BUDGET AND TIMELINE $2,000,000 ONTHS OVER 18 M JANUARY 2 012 to AUGUST 20 13Search  Engine  Marke=ng                  $500,000  Search  Engine  Op=miza=on                  $500,000  Social  Media  Marke=ng                  $1,000,000  
  10. 10. METRICS OF SUCCESSTRACK ONLINE CONVERSIONS WITH GOOGLE ANALYTICS•  SEO  &  SEM  •  Social  Media  TRACK IN-STORE SALES INCREASES•  Online  reserva2ons  for    in-­‐store  pick-­‐up  •  Email  coupons  •  Post-­‐transac2on    surveys  

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