The Importance of Acquisition, Conversion, and Retention Tools in Digital Campaigns

To gross changes Director at Playrite From Marketing Manager at Playrite field of honor Investigation into opportunities for using digital merchandising campaign official documents to help shew stark naked and existing business Date 30th November 2012 Contents The magnificence of scholarship, conversion and retention tools in digital campaigns3 Different types of digital selling campaign tools4 Acquiring overbold guests4 Converting Sales5 Retaining Customers6 appear railway locomotive Marketing for Acquisition7 Web billet for Conversion7 electronic mail for Retention8 Appendix9 11 Background to Nearly rat9 1 Evaluation and measurement of ongoing Nearlygrass website11 31 Statistics12 Statement16 Bibliography14 The importance of acquisition, conversion and retention tools in digital campaigns Acquisition, conversion and retention tools be incredibly important in digital campaigns and enable businesses to farm prospective customers, convert to sales and fulfil for app roaching purchases. Digital marketing tools support marketing activities aimed at achieving profitable acquisition and retention of customers by means ofout their lifecycle (Dave Chaffey 2012 Online).When digital tools such as email marketing are integrated with more(prenominal) traditional media such as rank mail they form the basis of successful marketing campaigns. Although we are before long in a recession, the contribution of the internet to the economy is growing and altogetherow continue to grow at more than 10% annually for the close five years. By 2016 the reach is estimated to top $4. 2 trillion (Economist 2012 Online). 80% of ho practiceholds in the UK now have access to the internet with 83% of those adults antiquated 24-44 years old using the internet daily which is an increase of 21% since 2006 (Office for National Statistics 2012 Online) see fig 3. and 3. 3. If Nearlygrass wants to increase awareness of their product die hard then digital marketing is essent ial to develop a more interactive and engaging dealinghip with customers. The internet has made public relations public again, after years of almost exclusive focus on media. Blogs, online video, news releases, and other form of Web content let organisations channel directly with buyers (Scott, pg 11, 2010). With a business-to-consumer website like www. nearlygrass. co. k its important to acquire individuals who are web savvy, convert them once they are on the website and retain or jack off a recommendation for the Nearlygrass range to friends and communicate approximately our products and services online. Different types of digital marketing campaign tools Acquiring new customers What? How? Pros Cons Search engine marketing * SEO to optimise www. nearlygrass. co. uk * PPC campaign to drive traffic. * If the genuine website can be edited in house, SEO is quick and low speak to * Continually improve www. nearlygrass. o. uk by adding new, engaging content * PPC campaigns are straightaway to preen up, amend and can be managed in house to budget. * If non edited in house, costly and time consuming to change * rough PPC terms are costly * PPC is time consuming, requiring constant research. Email * direct out cold email marketing campaigns * Include details of new content and news. * Promotes products and drive traffic * Increase engagement and stickiness * Convert into more sample orders/enquiries and sales * Easy to personalise (Chaffey, pg 550, 2009). * k nonty to buy attribute list, emails could be classed as spam * Costly to send HTML emails, unless use free service like Mail Chimp. Online PR * Publish pinch releases on relevant websites. * Grow brand and product awareness on base USP * Drive traffic to the website by speaking directly to customers, unfiltered by the media (Scott, pg 86, 2010). * split of competitors in current marketplace doing similar things * Time consuming * Costly. Converting Sales What? How? Pros Cons Website * Keep nurture relevant * Improve sample ordering processes * Clearer calls to actions. * proffer better exploiter experience * Increase conversions. * Costly to change website, especially with database and CMS Copywriting and presentation * Create easy to understand DIY PDFs * Create divers(prenominal) pages for target audience * Use Google Analytics to determine questions searchers are using to get to the site and answer in weekly blog deports. * Helpful info is more likely to be shared across the internet on social channels like Twitter (Mashable 2008 Online) * Nearlygrass seen as experts in their industry. * subscribe to support from individuals inside organisation * Uploading information is costly if the website cant be edited in house. * Requires time and know-how. Customer support * stand up chat facility during office hours to answer questions. * Relatively cheap to set up * Trace and track users * Prompt conversations * Encourages engagement and enhance users exp erience. * Requires resources to run and control * Only useful during working hours and involve those with expert knowledge to control and manage. Retaining Customers What? How? Pros ConsCustomer service * Feedback questionnaires * SMS to alert when economy is on way * Order confirmation emails. * Receive valuable customer feedback * Providing better services through erratic marketing. * Difficulty getting emails and mobile numbers * Need resources to send and process responses. Email * Sending post sale emails with information about installation, maintenance and add-on products. * Email customers whose surfaces are near replacement. * Increase user experience by offering encouraging advice * Up-sell products * Recommend an installer in their area * vex repeat custom. * Could be duplicating information * Need to collect emails during sales process * Need resources to manage. Referrals * Recommend to a friend * Tweet/upload images to Facebook to be entered into prize dr aw. * Previous customers resurrect Nearlygrass range * Increase social reach * Engage with new customers through previous customers * Relies heavily on customers and getting them to upload/submit images * Difficult to get convince management into investing in social media (Scott, pg 267, 2010). Search Engine Marketing for AcquisitionSearch engine marketing is the most important tool for acquiring new customers as it is the most cost effective system for driving traffic to a website. Improvements are needed for www. nearlygrass. co. uk to be undercoat by prospective customers through search engine marketing. If a website isnt listed in the first few search results, that business is out of the customers consideration set and has no chance to make that sale to that customer. Your customers must first find you to learn about your products (Moran & inquisition, pg 20, 2008). Looking at the top ten keywords www. earlygrass. co. uk appears with a ranking 100 grass imitative 1 60500 100 what is artificial grass 1 60500 100 grass artificial grass 1 60500 100 artificial lawns 1 49500 100 synthetic lawns 1 49500 100 astro turf 0. 8 49500 100 grass synthetic grass 1 49500 100 grass synthetic 1 49500 100 synthetic grass 1 49500 100 24 PPC advert character Artificial Grass www. nearlygrass. co. uk/samples UK made. No Watering, No Mowing, No Hassle Get your Free Samples. 25 Ranking from Open Site explorer As you can see the current website gets a low grade in terms of domain and page authority Also the site only has 3 linking root domains. This can be tracked during the jump out to see what affect the acquisition tools are having on the trust of the site. 26 Top competitor sites * www. asgoodasgrass. co. uk * www. evergreenuk. om * www. lazylawn. co. uk * www. easigrass. com 31 Statistics 32 Households with cyberspace Access, 1998 to 2012 Households with Internet Access, 1998 to 2012 Year Per cent 1998 9 1999 13 2000 25 2001 36 2002 42 2003 46 2004 49 2005 55 2 006 57 2007 61 2008 65 2009 70 2010 73 2011 77 2012 80 33 Adults who used a computer in the last three months, by frequency of use and age group, 2006 and 2012 Daily Weekly Monthly in the midst of 1 3 months 2006 2012 2006 2012 2006 2012 2006 2012 16-24 63 82 15 12 7 2 3 - 5-44 62 83 16 10 4 2 2 1 45-54 56 71 13 14 5 2 3 1 55-64 36 63 17 13 5 2 3 2 65 + 9 29 8 11 3 4 3 3 All 45 67 14 12 5 2 3 1 Base Adults (aged 16+) in Great Britain selective information too small to display Bibliography Chaffey, Dave 2012 Digital marketing definition http//www. davechaffey. com/Internet-Marketing/C1-Introduction/E-marketing-Internet-markeitng-%20definition Online Accessed nineteenth September 2012Chaffey, Ellis-Chadwick, Mayer, keisterston (2009) Internet Marketing Strategy, Implementation and Practice Pearson Education hold in Essex Economist 2012 How much does the internet contribute to the economies of G20 countries? http//www. econom ist. com/blogs/graphicdetail/2012/04/daily-chart-2 Online Assessed 18th September 2012 Evans, Sarah 2008 HOW TO take a crap Community on Twitter http//mashable. com/2008/11/10/twitter-community/ Online Accessed 23rd November 2012 Moran and Hunt (2008) Search Engine Marketing, Inc. IBM Press USA Office for National Statistics 2012 Internet Access Households and Individuals http//www. ns. gov. uk/ons/publications/re-reference-tables. html? edition=tcm%3A77-270031 Online Assessed 18th September 2012 Peck, Dave (2011) Think forward You Engage 100 Questions to Ask Before Starting a fond Media Marketing Campaign Wiley USA Schachinger, Kristine 2012 How to Write Title Tags For Search Engine Optimization http//searchenginewatch. com/article/2154469/How-to-Write-Title-Tags-For-Search-Engine-Optimization Online Accessed 23rd November 2012 Scott, David Meerman (2010) The New Rules of Marketing & PR John Wiley & Sons New Jersey StatementI confirm that in forwarding this assessment for marke ting, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment/project is the result of my own independent work/ investigating except where otherwise stated. Other sources are acknowledged in the dust of the text and/or a bibliography is appended. The work that I have submitted has not previously been accepted in substance for any other represent and is not concurrently submitted in candidature for any other award. intact word count 1,315/1,200