Kent Digital Marketing Strategy Assignment
|Perfect Number of Pages to Order||5-10 Pages|
Youve just been hired to manage online marketing for Kents Camera Castle. Kents has dominated the local market (with their brick and mortar store) for the past 20 years, but their online presence is suffering.
Your primary assignment is to revitalize Kents digital marketing strategy. Their online business is struggling. Time is of the essence so youll need to assess the current situation and implement a winning strategy.
Here’s Your Brief:
Nine years ago, Kents launched a website that quickly began to rank on the search engine results page (SERP) locally. That gave Kent and his management team the impression that internet marketing is simply a matter of putting up a website and taking orders.
They later found out otherwise
Online sales grew substantially for the first six years, but have steadily declined over the past three. Kents sales manager, Carla, needs help. She wants you to take the lead in getting internet sales back on track.
Carla provides the following data, drawn from the previous month for the three products youll be marketing:
This is last months total gross sales (prices x quantities).
This is last months total gross sales minus total costs of sales.
This is total number of units sold last month.
This is the total combined unique visits for the month to the sales pages of the three products youve been assigned.
By sales page, Kents means the page where customers view and order a particular product.
Kents tracks visitors with cookies, and each visitor is only counted once per month (even if that same person visits the site multiple times). Thats why the term used is unique visits.
Referring to the data below, you quickly calculate a sales page conversion rate (Units Sold/Visits) and the average price of the cameras you will be selling (Revenue/Units Sold). Carla pauses for questions, and you have several. Heres what you find out:
Kents customer database includes about 11,000 email addresses.
Kents utilizes vendors for both graphics and IT help (billed at an hourly rate).
Carla is open to trying pay-per-click advertising.
At the end of the meeting, you and Carla hammer out a list of deliverables. Within the next 30 days, you will be expected to provide these documents:
A list of keywords for each of the products youll be managing.
The URLs of the web pages youll use in your efforts.
A detailed plan for your first ad campaign.
A detailed plan for your first email campaign.
Your budget for the first phase of the work.
She then provides a set of graphs (see below) and shows you to your new office. Its time to get to work!
DayTotal Page VisitsTotal page visits for the last 30 days12345678910111213141516171819202122232425262728293011,30011,40011,50011,60011,70011,80011,90012,00012,100
This is a day-by-day tally of unique visits to the landing pages.
ChannelsDirect: 51.3 %Referral: 32.4 %Organic: 16.4 %Paid: 0.0 %Email: 0.0 %
This metric tells you where those unique visitors arrived from. Direct traffic keyed in the URL of the website. Referral traffic found the link to Kents Camera Castle on another website and clicked through to visit. Organic visitors used a search engine to find Kents site. Since the company ran neither an email nor a paid advertising campaign, none of the visits are attributed to those channels.
OriginationNew Visitor: 63.5 %Returning Visitor: 36.5 %New Visitor111,013 Sessions 63.5%
How many of Kents visitors have come to the site before, and how many are first-time visitors? This graph shows that two-thirds of those who came to the website during the previous month visited just once. The other third logged more than one visit (although Kents has site analytics set to include each visitor in the traffic total only once).