IO  HAWK  DIGITAL  STRATEGY DIGITAL  MARKETING

Vincent  Dodero,  Marianna  Dunbrook,  Sage  Ratner, Dominique  Falcone,  Kyle  McCarthy,  Taylor  O’Neil

                                             

Introduction         The  Io  Hawk  is  a  personal  mobility  vehicle  that  can  most  accurately  be  described  as  part  skateboard  and  part  segway.  The  Io  Hawk  burst  into  the  marketplace  in  late  2014.  Io  Hawk  quickly  saw  competitors  trying  to  imitate  their  product  with  cheaper  designs,  some  even  selling  Io  Hawk  boards  with  stickers  over  their  logos  (Pierce,  2015).    Io  Hawk  was  not  the  first  product  of  its  kind  on  the  market,  but  they  have  been,  according  to  consumers,  the  more  reliable  of  the  first  wave  of  brands  trying  to  cash  in  on  this  trend.  Competitors  from  China  that  use  cheaper  material  have  had  issues  with  the  boards  catching  fire  after  the  batteries  overheated.  Even  though  Io  Hawk  is  one  of  the  more  reliable  brands  of  personal  mobility  vehicles,  they  have  relied  exclusively  on  social  media  to  market  their  product.  With  our  recommendations,  we  believe  that  Io  Hawk  can  really  set  themselves  apart  from  their  competition.   Io  Hawk’s  main  competitors  are  CoolReall,  Swagway,  Hoverboard360,  and  PhunkeeDuck.    CoolReall  is  exclusively  an  online  retailer,  and  sells  all  of  their  products  through  Amazon.com.  CoolReall  hoverboards  sell  for  $499.99.  CoolReall  is  the  only  direct  competitor  that  isn’t  exclusively  in  the  personal  mobility  business;  they  also  sell  other  viral  products  like  selfie  sticks,  and  iPhone  accessories  among  other  things.  This  is  common  practice  for  manufacturers  that  make  viral  products  seemingly  overnight  to  make  their  way  into  the  consumer  landscape.  Swagway  is  another  lower-­‐priced  competitor,  pricing  their  hoverboards  at  $499.99,  as  well  as  offering  dented  and  scratched  hoverboards  on  clearance  for  $299.99.  You  can  also  buy  a  1  year  limited  warranty  for  $100.  Hoverboard360  has  three  different  models  you  can  choose  from  wide  prices  ranging  from  $650  -­‐  $1,000.  Hoverboard360  price  their  models  according  to  wheel  and  body  size,  with  the  price  increasing  as  the  size  increases.  Hoverboard360  also  sells  “hoverkicks”  that  they  market  with  their  hoverboard,  which  are  essentially  off-­‐brand  sneakers  with  lights.  PhunkeeDuck  is  Io  Hawk’s  main  competitor,  positioning  itself  as  a  high-­‐end  personal  mobility  device.  They  sell  for  $1,500  and  are  almost  identical  in  design  to  the  Io  Hawk.     All  four  of  the  competitors  use  a  different  forms  of  eCommerce:  CoolReall,  as  mentioned  before,  sells  on  Amazon;  Hoverboard360  uses  Shopify;  Swagway  uses  PayPal  and  ships  directly  from  their  US  warehouse,  and  PhunkeeDuck  is  hosted  by  GoDaddy,  but  also  uses  Amazon  for  payments.  The  websites  for  all  of  the  competitors  have  the  same  feel  -­‐  a  big  hoverboard  pictured  with  scrolling  images  above  the  fold  with  a  “Buy  Now!”  link,  and  featured  media  logos  just  below  the  fold.  All  of  Io  Hawk’s  competitors  also  rely  heavily  on  social  media  to  market  their  product  by  linking  to  Instagram  posts  of  celebrities  on  hoverboards.  Although,  without  a  company  represented  in  the  video  or  picture,  it’s  hard  to  tell  exactly  which  board  the  celebrity  is  riding.

Homepage Io  Hawk’s  homepage  provides  a  poor  introduction  to  the  brand  and  product  

offering.  A  lot  of  important  information  is  cut  off  by  the  fold  and  there  is  no  permanent  call  to  action.  The  moving  carousel  features  only  one  image  of  the  product  (See  Figure  1)  and  two  large  icons,  one  of  Instagram  and  one  of  the  Today  Show.  The  homepage  has  an  endless  scroll  and  at  the  very  bottom  it  displays  all  available  products  (See  Figure  3).  For  Io  Hawk,  we  recommend  a  more  comprehensive  and  organized  website  with  a  definitive  and  visible  

call  to  action,  and  an  immediate  image  of  the  product  to  ensure  consumers  they  have  visited  the  correct  sight.  Additionally,  to  ease  consumer  use  the  search  bar  and  shopping  cart  will  be  moved  to  the  upper  right  corner  and  social  icons  will  be  moved  to  the  left  hand  corner  to  replace  the  “imitation  is  the  greatest  form  of  flattery”  quote.

Ecommerce Ecommerce  is  the  motivation  for  consumers  to  visit  Io  Hawk’s  website,  and  it  is  the  

brand’s  only  opportunity  for  consumers  to  purchase  the  product.  Currently,  Io  Hawk  ecommerce  capabilities  are  difficult  to  navigate—products  are  hidden  at  the  bottom  of  the  homepage  after  considerable  scrolling  and  also  situated  on  a  cramped  tab  on  the  navigation  bar.  When  you  do  use  the  navigation  bar  to  access  the  available  products,  there  is  an  option  to  ‘view  products’  or  ‘view  all,’  which  is  redundant  because  both  bring  you  to  the  same  page  (see  Figure  2  and  3).  This  makes  the  journey  of  purchasing  for  the  consumer  confusing  and  potentially  causing  them  to  leave  the  site  out  of  frustration.  Additionally,  Io  Hawk  only  accepts  PayPal  for  payment,  adding  another  obstacle  for  consumers  who  do  not  use  this  system.  Our  recommendation  for  Io  Hawk  is  to  utilize  an  ecommerce  hosting  platform  to  conduct  their  purchases.  We  researched  both  SquareSpace  and  Shopify,  but  decided  Shopify  was  a  better  fit  for  Io  Hawk.  Shopify  would  allow  Io  Hawk  to  build  a  better  ecommerce  capability  into  its  existing  website,  and  continue  to  use  PayPal  (unlike  SquareSpace)  while  offering  70  different  payment  options  allowing  for  international  ecommerce.  We  recommend  Io  Hawk  to  invest  in  the  unlimited  option  at  $179  a  month  which  allows  for  unlimited  number  of  purchased  products,  lower  credit  card  rates,  zero  transaction  fees  and  24  hour  technical  support.

Strategies  &  Recommendations   Search  Engine  Optimization       Paid  Search:

Upon  searching  “Io  Hawk”  on  Google’s  search  network,  we  found  that  paid  search  by  one  of  Io  Hawks  competitors,  “Hoverboard360”  used  Io  Hawk  as  a  keyword  to  wipe  them  out  as  a  competitor.  (See  Figure  4) Organic  Search:   Below  the  two  paid  search  advertisements,  iohawk.com  is  listed.  Unlike  the  other  two  links,  iohawk.com  gained  its  position  in  search  organically.  (See  Figure  5)  

Search  optimized  websites  generally  make  use  of  Google  Adwords  and  strategically  position  keywords  to  target  their  consumers.  Unlike  their  competitors,  iohawk.com  is  yet  to  utilize  this  tool  and  enlist  the  help  of  keywords  in  order  to  optimize  where  they  show  up  in  search.  Therefore,  with  Adwords  not  being  used  in  their  marketing  tatics,  it  is  likely  Io  Hawk  gained  this  third  position  organically  from  the  quality  of  their  links,  descriptive  page  titles,  and  relevant  page  topics.  

Adwords In  searching  through  the  back  pages  of  both  iohawk.com  and  its  competitors,  we  

were  able  to  take  note  of  the  keywords  used  in  their  organic  search  strategies. Keywords: Io  Hawk  Upon  looking  through  Io  Hawk  metadata,  we  were  able  to  see  they  do  not  make  proper  use  of  keywords  in  their  search  strategy.  The  focus  of  their  search  strategy  is  unclear,  and  it  is  clear  that  a  keyword  campaign  would  make  a  huge  difference  in  their  rankings  (See  Figure  6).     Swag  Way Swagway.com  also  makes  poor  use  of  organic  search.  Rather  than  using  optimized  keywords,  they  rely  on  headlines  and  the  quality  of  their  pages  to  receive  a  ranking  search  (See  Figure  7). Hover  Board HoverBoard360.com  is  the  only  competitor  website  I  found  that  enlisted  the  use  of  SEO  &  SEM.  The  keywords  lack  creativity  and  strategy,  but  include  the  name  of  the  brand  as  well  as  web  pages.  If  Io  Hawk  is  Hoverboard360's  main  competitor,  and  they  are  showing  up  high  on  the  organic  search  results  using  “Io  Hawk”  as  a  search  term  it  doesn’t  seem  they  need  to  be  going  further  in  their  keywords.  HoverBoard360’s  search  strategies  of  using  paid  search  as  a  search  engine-­‐marketing  tactic  to  show  up  when  a  consumer  is  searching  for  a  competitor’s  brand  is  also  working  very  well  for  them  (See  Figure  8). Cool  Reall Cool  Reall  is  a  website  that  brings  together  a  wide  range  of  technology  and  accessories,  including  hoverboards.  Their  keywords  on  the  Google  search  network  are  related  to  cell  phones,  tablets  and  their  accessories.  These  keywords  get  consumers  to  visit  their  website,  but  may  be  problematic  in  those  searching  specifically  for  hoverboards  (See  Figure  9). Io  Hawk  Recommended  Keywords:   Based  on  reviewing  Io  Hawk’s  nonexistent  SEO  strategy,  we  decided  on  three  keywords  to  get  this  process  going:  “IoHawk”  “HoverBoard”  “Io  Hawk”  These  are  simple  yet  effective  and  are  a  great  start  for  Io  Hawk’s  keyword  list    

Email  Marketing As  part  of  our  strategy,  we  will  implement  a  weekly  email  blast  to  all  of  our  

consumers.  According  to  ExactTarget,  “58%  of  online  consumers  begin  their  day  with  [checking]  emails…”  (Roberts  and  Zahay,  173).  The  first  step  to  developing  an  email  marketing  campaign  is  to  gather  customer  data.  This  data  will  be  collected  when  customers  purchase  the  Io  Hawk  online  via  our  website  or  at  kiosks  which  will  be  placed  in  retail  malls.  Users  will  be  able  to  decide  on  the  frequency  of  emails  and  their  privacy  preferences.  

We  also  recommend  using  email-­‐marketing  software.  One  of  the  best  on  the  market  and  used  by  larger  companies  nationwide  is  Marketo.  This  software  costs  $1,400  per  year,  which  operates  various  important  functions  to  be  successful.  These  include,  automatic  triggers,  A/B  testing,  digital  behavioral  testing,  social  campaigns,  segmentation  engines,  cross  channel  analyzers,  marketing  calendars,  and  events  and  webinars  (Marketo).  This  is  an  affordable,  fast  solution  to  creating  legal,  measurable  personal,  and  effective  emails  to  consumers.  

These  emails  will  consist  of  weekly  newsletters,  new  product  announcements,  promotional  advertisements,  and  alerts  and  reminders.  For  each  type  of  email,  there  are  consistent  design  elements  recommended  to  attract  our  consumers  to  open  the  email.  These  include:  a  preheader,  catchy  subject  line,  a  call  to  action,  a  sense  of  urgency,  to  be  above  the  fold,  CAN-­‐SPAM,  integrate  a  forward  to  a  friend  link,  and  social  media  icons.  Below  is  an  analysis  of  their  current  email  marketing  (see  figure  10).  Not  noted  in  the  figure,  is  that  after  subscribing,  there  Io  Hawk  sends  no  sort  of  thank  you  page  or  follow  up.  This  is  a  key  competent  for  consumer  satisfaction,  and  if  Io  Hawk  chooses  to  invest  in  Marketo  this  will  be  a  required  component.     Our  last  recommendation  is  to  make  sure  all  emails  are  mobile  friendly.  When  making  promotions,  we  will  implement  a  simple  landing  page  with  contact  information,  a  call  to  action,  and  lead  to  a  thank  you  page  with  follow  up  information.  

Influencer  Strategies One  of  the  most  affordable  digital  marketing  strategies  to  gain  buzz  and  word  of  

mouth  is  through  bloggers  and  social  media  outlets.  With  this,  our  first  recommendation  is  to  contact  tech  bloggers  who  can  review  Io  Hawk,  positively,  and  share  it  to  their  millions  of  readers.    Three  great  blogs  are  TechCrunch,  with  6.5  million  readers  a  month,  Cnet  with  over  200  million  readers  a  month,  and  Mashable  with  3.2  million  readers  a  month.    

 

Social  Media    Social  media  is  the  fastest  growing  marketing  strategy  Io  Hawk  will  utilize  to  

increase  its  presence.  Currently,  on  Instagram  Io  Hawk  has  a  generous  following  of  170,000.  While  they  have  371  posts,  we  are  looking  to  improve  the  content  of  their  postings  in  order  to  acquire  more  followers  and  retain  the  ones  they  already  have.  Improving  content  will  include  promotional  pictures  and  videos  of  famous  artists,  celebrities  and  sponsors  riding  Io  Hawks.  We  will  continuing  using  the  hashtags  “IoHawk”  “Hawking”  and  will  introduce  #HowDoYouHawk.  #HowDoYouHawk  will  be  an  Instagram  campaign  to  acquire  more  followers  and  get  users  using  the  hashtags  #IoHawk  #Hawking  and  #HowDoYouHawk.  The  contest  will  prompt  owners  or  friends  of  owners  of  an  Io  Hawk  to  post  on  Instagram  a  video  of  them  doing  a  trick  on  their  Io  Hawk.  Io  Hawk  will  repost  the  videos  and  pictures  they  find  to  be  the  best  and  the  winner  will  receive  a  customized  Io  Hawk.         Io  Hawk’s  Twitter  has  a  following  of  5,105.  Their  current  content  is  pretty  on  target  but  to  increase  their  following,  they  could  try  interacting  with  more  of  the  celebrities  that  follow  them  or  interacting  more  with  their  followers.  

  Lastly,  as  for  Io  Hawk’s  Facebook  account,  there  is  a  strong  following  that  needs  to  be  utilized  however  its  content  needs  to  be  redirected  and  updated.  Currently  the  content  consists  of  clothing  and  merchandise  giveaways  that  are  unrelated  to  the  product.  They  look  rather  “gimmick”  like  and  are  distrusting  for  the  brand.  Instead,  Io  Hawk  should  be  posting  content  relevant  to  the  product  such  as  customer  videos,  Io  Hawk  contents,  links  to  Instagram,  etc.  

Budget    

Io  Hawk  does  not  currently  have  an  established  marketing  budget.  When  speaking  to  Latief  Daniels,  an  Io  Hawk  District  Manager,  he  disclosed  that  they  rely  almost  exclusively  on  social  media  to  market  their  product  (L.  Daniels,  personal  conversation  12/8/2015  ).  Io  Hawk’s  main  marketing  expense  is  the  cost  of  giving  a  free  board  to  celebrities.  They  do  not  compensate  the  celebrities  in  any  additional  way,  and  all  posts  made  by  celebrities  featuring  their  Io  Hawk  board  are  completely  organic.  Io  Hawk  relies  primarily  on  rappers,  athletes  and  actors  to  promote  their  product  by  taking  advantage  of  their  numerous  followers  across  different  social  media  channels.  When  asked  about  search  engine  optimization  and  search  engine  marketing,  Daniels  revealed  that  they  do  not  take  advantage  of  either  of  these  strategies,  simply  because  no  one  at  the  company  has  any  knowledge  regarding  those  topics  (L.  Daniels).  Io  Hawk  also  doesn’t  take  advantage  of  any  CRM  or  email  marketing  software.  According  to  eMarketer,  the  marketing  tactics  from  which  small  business  have  seen  the  highest  return  on  investment  are  social  media  (26%),  email  marketing  (19%)  and  SEO  (13%)  (eMarketer,  2015).

In  order  for  Io  Hawk  to  increase  their  online  footprint,  sales  and  impressions,  as  outlined  above,  we  recommend  that  they  take  advantage  of  search  engine  optimization,  search  engine  marketing,  online  advertising  and  analysis,  and  email  marketing.  For  Io  Hawk,  we  are  recommending  an  annual  Internet  marketing  budget  of  $31,010.  This  budget  includes  $1,400  annual  subscription  to  the  email  marketing  campaign  manager  Marketo,  an  annual  Google  AdWords  budget  of  $8,040.00  (rounded  up  for  highest  monthly  average),  an  annual  Facebook  advertising  budget  of  $7,300,  a  Hootsuite  annual  subscription  for  $120.00,  an  annual  shopify  subscription  for  $2,150,  and  a  retainer  for  SEO  consultation  of  $1,000  per  month.

Considering  the  current  state  of  IO  Hawk’s  SEO  and  SEM,  an  investment  into  Google  Adwords  is  strongly  recommended.    In  2015,  33%  of  small  businesses  increased  media  spend  in  paid  search  and  also  increased  media  spending  by  32%  in  SEO/  organic  search  visibility  (eMarketer,  2015).  Research  shows  that  investment  in  SEO  and  SEM  is  a  very  important  marketing  tactic  even  for  small  businesses,  such  as  IO  Hawk.

Google  Adwords  is  an  easy  way  to  start  and  monitor  your  search  engine  marketing  as  well  as  monitor  and  update  keywords.  Google  Adwords  assistances  your  business  in  building  campaign  structures,  choosing  keywords,  efficiently  bidding,  picking  ad  formats,  and  choosing  targeting  methods.  With  the  help  of  Google  Adwords  you  will  be  able  to  report  and  optimize  your  campaign  to  ensure  your  goals  are  met  (Google  Adwords  Fundamentals  Study  Guide).  Google  is  recommended  over  other  search  engines  because  

according  to  Alexa  Competitive  Intelligence,  35.3%  of  people  visit  Google  immediately  before  visiting  IO  Hawk,  followed  by  Youtube.com  with  7%.  (Alexa).

Google  display  advertising  is  another  important  component  of  online  advertising.  Google  display  network’s  targeting  technologies  and  optimization  tools  ensure  that  you  deliver  relevant,  accountable  ads  to  your  target  audience  across  Google  properties  and  millions  of  partner  sites,  in  real  time  (Google  Display  Advertising).

While  creating  a  campaign  for  IO  Hawk  in  Adwords  we  were  able  to  determine  a  budget  based  on  a  comparison  to  competitors.  The  typical  competitor  budget  ranges  from  $156.97-­‐$775.84  a  month,  this  breaks  down  to  $5.16-­‐$25.52  per  a  day.  This  budget  averages  277-­‐2293  clicks  per  a  month.  With  IO  Hawk  being  the  most  luxurious  and  high  end  product  of  its  competitors,  it  can  afford  to  spend  more  on  bids  because  the  ROI  is  much  greater;  therefore  we  recommend  spending  around  $20-­‐22  per  a  day,  or  $608.02-­‐  $668.83  per  a  month.  This  budget  will  average  1127-­‐1880  clicks  per  month  (Google  Adwords).    

Although,  the  highest  bid  does  not  necessarily  get  the  highest  ad  rank:  expected  click  through  rate,  ad  relevance,  and  landing  page  experience  are  all  factors  that  go  into  your  quality  score.  Therefore,  a  competitive  bid  and  search  engine  optimization  together  with  redesigned  landing  pages  will  increase  your  ad  rank,  thus  improving  your  search  results.  As  mentioned  above,  the  actual  amount  you  will  be  charged  is  no  more  than  what  is  needed  for  your  ad  to  appear  higher  than  the  advertiser  immediately  below  you  (Google  Adwords  Fundamentals  Study  Guide).  

Small  businesses  media  spending  on  Facebook  and  social  media  also  grew  35%  in  2015  (eMarketer,  2015).  As  previously  mentioned,  Facebook  advertising  is  very  effective  because  of  its  targeting  capabilities.  Based  off  the  information  provided  on  Alexa  Competitive  Intelligence  about  Io  Hawk’s  current  webpage  vistors,  we  decided  to  target  Men  18-­‐28  in  the  US,  with  some  college  education  that  are  interested  in  luxury  vehicles,  music  such  as  gangsta  rap,  pop  rap,  sport  cars;  action  movies  or  Barstool  Sports,  giving  Io  Hawk  the  potential  reach  of  6,200,000  people  on  Facebook  (Facebook).  With  a  daily  budget  of  $20,  or  $608.41  a  month,  Facebook  estimated  Io  Hawk  would  have  a  daily  reach  of  2,900-­‐7,500  people  (Facebook).  By  using  CPC  bidding  and  an  automatic  setting  we  hope  to  get  the  most  clicks  at  the  best  price,  running  ads  at  all  the  times  throughout  the  day.  

Analysis  Measurement To  evaluate  the  success  of  our  recommendations,  we  have  outlined  some  goals  that  

we  feel  are  both  challenging  and  realistic.  The  first  goal  is  to  increase  our  organic  search  position  for  keywords:  “Hoverboard”,  “IO  Hawk”,  and  “  Io  Hawk”  to  the  3rd  position  or  higher.  As  stated  above,  we  currently  rank  below  our  competitors  in  all  of  these  keywords.  With  a  redesign  of  the  website  from  the  ground  up  and  more  attention  paid  to  website  metadata,  Io  Hawk  should  be  able  to  rank  highly  with  these  terms.  Our  second  key  performance  indicator  is  the  number  of  unique  visitors  we  gain.  We  aim  to  increase  Io  Hawks  unique  website  visitors  by  35%.  We  plan  to  drive  traffic  to  the  Io  Hawk  website  with  implementation  of  Google  AdWords,  an  email  marketing  campaign  and  a  streamlining  of  the  Io  Hawk  social  media  accounts.  Our  final  goal  is  a  15%  increase  in  sales.  Io  Hawk’s  main  goal  as  a  company  is  to  sell  their  board,  thus  our  main  measure  of  success  will  be  a  tangible  increase  in  annual  sales.

Conclusion         Overall  Io  Hawk  has  huge  opportunities  for  improvement.  Their  stagnant  marketing  tactics  and  lack  thereof  means  that  even  small  implementations  will  provide  positive  growth.  As  hoverboards  become  mainstream  over  time,  competition  will  increase  as  well.  It  is  important  for  Io  Hawk  to  make  moves  quickly  in  order  to  show  they  are  a  contender  in  this  category.  Io  Hawk’s  website  is  inefficient,  difficult  to  navigate  and  designed  poorly.  Making  improvements  will  create  a  more  navigable  experience  for  consumers  and  ease  the  customer  journey.  Io  Hawk’s  search  strategies  are  nonexistent;  employing  search  engine  marketing  and  search  engine  optimization  will  create  a  larger  presence  for  Io  Hawk  in  the  digital  space.  We  will  be  able  to  reach  consumers  in  a  fast  and  efficient  way  through  email  marketing  using  a  weekly  newsletter  to  blast  information  out  to  consumers.  The  hoverboard  category  is  new  and  thus  buzzworthy,  targeting  consumers  on  their  native  tech  blogs  will  position  our  brand  and  product  as  something  to  attain.  Io  Hawk  has  had  a  presence  on  social  media  since  its  inception.  Continuing  to  market  on  social  media,  along  with  implementing  hashtag  campaigns  will  increase  their  growth  in  the  digital  space.  We  know  that  through  all  of  these  tactics  Io  Hawk  will  see  steady  improvements  and  become  the  brand  that  it  is  meant  to  be.      

Appendix      

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Figure  10

Work  Cited   Competitive  Intelligence.    (2015,  December  8)  Retrieved  December  10,  2015,  from  

http://www.alexa.com/siteinfo/iohawk.com  EMarketer.  Change  in  US  SMB  Media  Spending,  by  Channel.  (2105,  January).  Retrieved  

December  11,  2015,  from  http://totalaccess.emarketer.com/Chart.aspx?R=152669&dsNav=Ntk:relevance|Change  in  US  SMB  Media  Spending,  by  Channel,  Jan  2014  &  Jan  2015|1|,Ro:-­‐1,N:406,Nr:NOT(Type:Comparative  Estimate)  

 EMarketer.  Change  in  Amount  of  Marketing  Activities  Conducted  by  US  Small-­‐Business  

Professionals.  (2015,  September).  Retrieved  December  11,  2015,  from  http://totalaccess.emarketer.com/Chart.aspx?R=181448&dsNav=Ntk:relevance%7cChange*+in+Amount+of+Marketing+Activities+Conducted+by+US+Small+Business+Professionals%2c+Sep+2015%7c1%7c,Ro:-­‐1,N:406,Nr:NOT(Type%3aComparative+Estimate  

 EMarketer.  Marketing  Tactics  from  Which  US  Small-­‐Business  Owners  Have  Seen  the  Most  ROI.  

(2015,  April).  Retrieved  December  11,  2015,  from  http://totalaccess.emarketer.com/Chart.aspx?R=175895&dsNav=Ntk:relevance%7cMarketing+Tactics+from+Which+US+Small+Business+Owners+Have+Seen+the+Most+ROI%2c+April+2015+%7c1%7c,Ro:-­‐1,N:406,Nr:NOT(Type%3aComparative+Estimate

 EMarketer.  Digital  Marketing  Tactics  Used  by  US  Small-­‐Business  Local  Affiliates.  (2105,  

June).  Retrieved  December  11,  2015,  from  http://totalaccess.emarketer.com/Chart.aspx?R=180411&dsNav=Ntk:relevance%7cDigital+Marketing+Tactics+Used+by+US+Small+Business+Local+Affiliates*%2c+June+2015+%7c1%7c,Ro:-­‐1,N:406,Nr:NOT(Type%3aComparative+Estimate)    

 Google  Adwords  Fundamental  Study  Guide.  Retrieved  December  11,  2015,  from  

https://support.google.com/partners/answer/6123881?hl=en    Marketing  Automation  Solutions  for  Every  Industry.  (2013,  September  30).  Retrieved  

December  11,  2015,  from  http://www.marketo.com/solutions/ Pierce,  David.  "The  Weird  Origin  Story  of  the  World’s  Most  Viral  Scooter."  Wired.com.  

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