Kent Digital Marketing Strategy Assignment
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Kent Digital Marketing Strategy Assignment
Scenario
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:
Revenue:
This is last months total gross sales (prices x quantities).
Profit:
This is last months total gross sales minus total costs of sales.
Units Sold:
This is total number of units sold last month.
Visits:
This is the total combined unique visits for the month to the sales pages of the three products youve been assigned.
Notes:
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!
Revenue
$4,148.92
Profit
$479.55
Visits
94,840
Sales
8
Page Traffic
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.
Channels
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.
Origination
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).
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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Kent Digital Marketing Strategy Assignment