Digital Marketing Plan

Lior Agassi

Valeria Deserto

Anurag Jaiswal

Einar Jóhannesson

Shirley Kleinman

Roberta Narikawa

Carlo Stimamiglio

Ruchita Vora

Group E

Does everyone have their phone

ON?

Please Tweet and update Facebook

Hashtag #Pujalista_GroupE

Agenda

The Context

Market Demographics and Segmentation

Positioning

Marketing Objectives

Product, Price and Place

Promotion: A Blended Marketing Plan

Critical aspects: Loyalty and Trust

Financial Budget and Prospects

Online Gambling Online Auction

250 websites

€400 million sales in 2010

4 million single visitors monthly

Cent Bidding

in Spain, an underexploited market opportunity

The Market

The Business

CENT BIDDING

“in part a shopping experience, in part online gambling”

04/10/2023 6

Some Competitors

“With nearly 150 websites dedicated to penny sales dotting the Internet

…the landscape is ripe for growth.”

The Denver Post 25/01/10

18 countries, 14 different

languages

Offices in New York, Perth and

Malta

Pujas at € 0.50 each

Bidding time as short as 15 sec

Product categories, but no clear star products

Poor ranking on Search Engines

Competitors

04/10/2023 8

Spain’s Online Demographics

  Percentage NumberTotal population Online 62.20% 29,094,000

E-commerce users 17.40% 8,138,836

Men Women

55%45%

Gender

14-19

20-24

25-34

35-44

45-54

55-64

65 and above

10.80%

10.40%

26.70%

23.70%

14.90%

8.10%

5.40%

Age

Souce: Instituto Nacional de Estadistica, October 2011

Age distribution Percentage

Total Online

Involved in E-Commerce Males Females

14-19 10.80%

3,142,152

878,994 483,447

395,547

20-24 10.40%

3,025,776

846,439 465,541

380,898

25-34 26.70%

7,768,098

2,173,069

1,195,188

977,881

35-44 23.70%

6,895,278

1,928,904

1,060,897

868,007

45-54 14.90%

4,335,006

1,212,687 666,978

545,709

55-64 8.10%

2,356,614

659,246 362,585

296,661

65 and above 5.40%

1,571,076

439,497 241,723

197,774

Souce: Instituto Nacional de Estadistica, October 2011

Total from the 3 segments 18.998.382 5.314.660 2.923.063 2.391.597

Spain’s Online Demographics

Segmentation & Targeting

Women between 25-45 & Men between 18-35 are the most attractive segment for Pujalista’s positioning! Lots of free time, Willing to try new products, Seek new time productive alternatives. Function as influencers of the broader market. Social Active: Social media, Group activities, Coffee Shops. Impulsiveness & more disposable income suggests less price sensitivity

Men 18-35 Women 25-45

Marital Status Single Single/Married

EmploymentUn Employed/Part Time

StudentsUn/employed

Purchase Pattern Conservative Impulsive

Products Attention Grabbers Standard Offers

Preferred products Electronics, Sports Travel &leisure, Fashion

Disposable Income 700 Euros 2,000 Euros

For those who seek new opportunities,

PujaLista

is an online cent bidding platform

that can make your dreams come true

because it offers you great products at the lowest price,

through a safe and fun experience.

Positioning

200.000 unique customers per month

€ 8 million sales in year 1

Establish Pujalista as the Cent Bidding premier brand in the Spanish Market

75% monthly retention rate

Marketing Objectives

Product: the bid

14

Bid “packaging”: price per bid reduces as package size increases

1 A digital, Intangible product

2

3

4

5

Countdown bid time: Accelerates towards reaching the “ceiling”

Ceiling price: Lower for higher cost products (e.g. from 20% to 10%)

Personalization: Ability to search by product category / type / brand “Wish list” – notification system for specific products Recommendation system according to user history of purchases

10 30 50

€ € € € € €

Product: the offered products

04/10/2023 15

The product offerings will bedivided into the following categories:

“Attention grabber” Standard offers

Travel & Leisure

Fashion

Sports

Furniture

Consumer electronics

STAR PRODUCTS

STANDARD PRODUCTS

Market based Pricing Strategy

16

Product price ceiling (% of retail price)

Product price(% of retail price)

Retail price

The ultimate goal is price parity or higher than competitor. The brand equity of the “sister” brands in northern Europe countries suggest that premium price be possible (if trust is established). Prices should be increased gradually, supported by incremental marketing spending

2

Ceiling

Bid price

No. of bids

Bid price

1

Website The main platform

for Pujalista Products are

displayed according to categories

Mobile / Tablet Apps Enables smart-phone / tablet

users to access and participate in the auction

Increases the accessibility of the service, raises user engagement and promotes more spontaneous auctioning

Available in news stands For users concerned in

disclosing credit card information online

Available only during the launch phase and to be phased out as Pujalista gains customer trust

Enables Facebook users to to buy bids

News feed Word-of-mouth

within Facebook friends

Helps to build trust

Facebook App

Place

04/10/2023 17

Pre-paid Bid Cards

1 2 3 4 5 6 7 8 9 10 11 120

Phase I Phase II

Brand Building Social Gaming, Social Media Marketing, Bus-stop billboards

Creating Trust

Blogs , User Communities on Pujalista’s website , Social Media Interactions

Buzz Creation

Guerrilla Marketing Viral MarketingSocial Gaming

Drawing-in Traffic

SEO & SEM Rich-media ads

QR Codes e-Coupons

Mobile advertising

Customer Engagement

User communities Social Media Marketing

Blogs PersonalizationSocial Gaming

Customer Retention

eCRM E-mail Marketing (pull) SMS Marketing (pull)

Personalization Remarketing

Social Media Marketing

Market Research

Active : E-Surveys, E-mail Marketing Passive: VRM

Months

Promotion: a blended mktg plan

Viral video based on an offline event during the first month of launch

Uploaded on social media e.g. youtube, facebook and other websites

Offline event: during the championship Advertise on a maxi screen in Santiago Barnabeu Pujalista Bid for one ticket of the League with a weekend transfer Invite people to bid during the break, giving free Pujas to

the first 50 activating bluetooth. Bid allowed through SMS Record a video with the following message: “Why are

people so quiet in a stadium? Another match is keeping them busy…Pujalista, pujas por tu suenos!!”

Put the winner on the maxi screen

Communicate the brand Create e-buzz (conversational capital) Build traffic

Viral promotion

04/10/2023 19

AND THE WINNER

IS….

Objective

How

Local event in Plaza del Sol (Madrid) and Ramblas (Barcelona)

Flash mob Plus simultaneous bidding

Direct interaction with customers Create a customer experience and build

buzz around the brand (conversational capital)

Guerrilla

04/10/2023 20

Objective How

http://www.youtube.com/watch?v=VQ3d3KigPQM&feature=player_embedded

1

Bus stop ads: chairs in the shape of chips (pujas)

“Street art”: stickers on bins with the slogan:

“ Don’t throw your dreams: puja por tu suenos”

Guerrilla

I LOST MY JOB

I LOST MY HOME

But I found

2

3

4

Ads on billboards. Redirect users to: Viral video Company website Special offers Discount coupons

Allow metrics of offline marketing tools

http://thebizloft.com/content/qr-code-quarkode-profila-gli-utenti/

Guerrilla

How5

6

Social media marketing

04/10/2023 23

Facebook Ads on profiles of target segments

Ads re-directed to Pujalista with option to import personal information for registration

“Get a buddy” campaign

Automatic newsfeed updates

Focused campaign

Easy and quick registration

Allow friends from FB to see who joined Pujalista and what items they won (create engagement and trust)

“Invite 10 friends and get 20 free bids” (referral marketing and virality)

# CTR

# Conversion rate

# fans or followers

# tweets per minute

# re-tweets or comments

# subscribers

# likes

Metrics

Corporate blog

04/10/2023 24

Upcoming events Product releases Videos: educational information Not overly promotional Polls to engage users (“Which product

would you like to see in Pujalista?”) Winner’s panel Distribution through Social Media

# Visitors

# Page views

# of inbound links created

# of comments

# RSS subscribers

Metrics

Content

“A dead blog is worse than no blog”

How

E-research

04/10/2023 25

Passive search: VRM Social media tracking Website/blog KPI’s Keywords KPI’s

Active search E- surveys (facebook polls,

e-mail surveys) Give free pujas/ discounts in

exchange for surveys

Objectives

See who is the customer (target refining) Check what he wants Adapt the offer (product tuning)

Most Widely Visited Websites

September 2010 (Total Spanish audience, age 6+, Home & work):Total Internet: 23,067,000 unique visitors (100.0 % reach)

Portals

Search/Navigation

E-mail

Multimedia

Blogs

Downloads

Photos

Newspapers

Sports

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

100%

92%

73%

71%

65%

58%

55%

55%

54%

Top 10 website categories in Spain ranked by unique visitors

Source: Instituto Nacional de Estadistica, October 2011

SEO (“free” organic traffic)

04/10/2023 27

On site URL, titles and meta

tags Content Landing pages

Off site Press releases Articles Interviews "How-to"s Posts on forums

Objectives

Look good on Google Look good for the right keywords

How

Keyword research Content creation

Where

SEM (paid traffic)

04/10/2023 28

Mostly Google AdWords Other search engines AdSense and ad networks

Objectives

To get traffic, we can’t get organically

Increase traffic and revenue fast (SEO takes time)

Good SEO lowers cost of ads and improves results

How Keyword research

Need huge lists with long tails Split testing ads and optimized

landing pages

Where

SEO and SEM

04/10/2023 29

COST

Not expensive

As much as possible

METRICS

Traffic

Conversions

Organic Ranking

Impressions and CTR

Conversions

ROI

SOME TOOLS

Market Samurai

Senuke

Google Analytics

Keyword Spy

A/B testing

Google Analytics

SEO

SEM

SEO & SEM Competition

04/10/2023 31

What is it? Affiliates are paid a percentage Getting other people to do your jobs Filling in the blanks

Some strategies affiliate marketers use: Review sites Tips and strategies Articles Classified Ads Posts on forums Videos

Affiliate Marketing

04/10/2023 32

Affiliate Marketing Ranking

Affiliate Marketing “How-To”

Visitor Relationship Mgmt

04/10/2023 34

Objective

Development of more user-friendly websiteConverting visitors to customers

How Collect data about navigation patterns of

anonymous users Analyze data to identify visitor

preferences Modify website according to analyzed

data

Conversion Rates Dropout rates

Metrics

Tools

E- CRM

04/10/2023 35

Objectives

Improve customer satisfaction Reduce customer-service cost

How Active and passive data collection Data aggregation Analysis and implementation

Customer satisfaction ratings Number of sales per registered user Sales amount per registered user

Metrics

Tools

Personalize marketing messages Enable mass customization

Email & SMS

Helps in personalization by linking it to e-

CRM

Keeps the user connected to Pujalista

Helps in customer retention

Sorry! You did not win this time. Do you want us to keep you updated of our new products?

Email Address

Mobile Number

Click Through Rates

Bounce Rate

List size

New Subscriptions

MetricsObjectives

Online Configurators

04/10/2023 37

Objective

To improve user-experience

To collect data about user preferences

How Customer satisfaction ratings Number of sales per registered user Customer interaction and feedback

Customer satisfaction ratings Number of sales per registered user Sales amount per registered user

Metrics

Tools

User Community on Website

Builds trust Engages customers Creates brand ambassadors

Number of active users Number of unique registered

users/Number of visitors Number of posts

OR Create your Pujalista profile

Find out who else is bidding. Check out their “Pujalista

profiles”!!!

Chat with fellow bidders!

ON

MetricsObjectives

PujalistaIsle

Social Gaming

Engages target customers Creates conversational capital Brings user traffic

Objectives Metrics

Example

Virtual Treasure Hunt Multiplayer Facebook Game Winning Prize – 100 Pujas

Number of unique users Conversion Rate Number of game invitations sent

Mobile Advertising

Builds Brand Brings User Traffic

Click Through Rate Conversion Rate

MetricsObjectives

 ”In-app ads perform 11.4 times better than standard banner ads, which means they are almost as effective as search.” - Appsavvy

Sold for €50!

Buy Bids

Bid Now

Live Bids!

Building Trust

04/10/2023 41

Offline sale of Pujas News stands Tobaccos

Secured online payments PayPal Verified by VISA

Blog and internal communities Referral marketing Real people posting comments

Tutorial How does the bid work?

Facebook campaign/app Referrals Notification when people purchase bids

How to Retain Customers

Loyalty

04/10/2023 42

Personalization of the web page (profile, interests, customized notification) Create a wish list and notify people when the new products will be introduced Provide discounted pujas after a certain number of bids Give free bids to the lowest performers Enroll people to a loyalty program giving the members certain personalised customer

services like a small gift on their birthdays or points for every 500 bids they buy which they can en-cash in a store

“Tricks and tips for a perfect bidder” tutorial

Pujalista.comLoyalty

Card

Digital Marketing Plan

PERSONALIZATION

● Online Configurators

● Wishlists

● Customized notifications

PREDICTIVE MODELLING● VRM

● E - surveys

PARTICIPATION● User networks on Pujalista’s website

● Company blog

● Facebook community pages

● Wishlists

● Social gaming ● Mobile marketing

● QR codes

●Viral video

PEER-TO-PEER● User networks on Pujalista’s website

● Company blog

● Viral video

● Facebook community pages/

app

DIGITAL MARKETING PLAN

Budget

TOOL COST

Viral Promotion 20,000

Guerrilla Marketing 80,000

Social Media Marketing 20,000

Corporate Blog / User communities 30,000

E-research 5,000

SEO / SEM 100,000

Affiliate Marketing 20% of Sales

VRM 5,000

e-CRM 10,000

Online configurator 15,000

Social gaming 30,000

Mobile advertising 10,000

E-mail / SMS 25,000

Total 362,000

Thank You