lowe's case
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Digital Marketing techniqueTRANSCRIPT
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Lowe’s companies case study
Group 12Vipul Bali
Vipin KumarMakarand TakaleSougata Mandal
Dhruv Samel
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Issues – Simpson faced
• NGIS required different approach to communicating with consumers – How?
• Plan best mix of traditional and digital and marketing communications channels
• Maximize ROI on marketing Investments
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Communicating with consumers
Awareness Consideration Purchase
Consumer Buying process involves above three distinct stages Lavidge and Steiner 1961
Offline advertising (Traditional Media)
Online Advertising , SEO, budget planner, 3D modeling
Require synergy within media and cross media to effectively communicate with customers
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Communicating with consumers – Contd..
• According to Stammerjohann, 2005, 3 reasons why earlier approach should work– Encoding Variability theory – message from several
sources -> Encode-> recalling likelihood increases– Repetition variation theory- same message from
multiple sources and different media improve attitudes
– Selective attention theory – use of variety and repetition -> increased attention -> more elaboration -> improved attitude
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Best Mix – using Hierarchical Synergy model
Direct Mail
Banner Ads
Social Media
Search here is organic (SEO based) as difficult to estimate cost of paid search with given data
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Maximizing ROI - Suggestions• Digital media has higher CPM but
low percentage of budget values• Using findings of hierarchical
synergy model research paper, we suggest:– Direct mail is as important as Online
so its budget allocation should increase to at least 8%
– Since awareness is not a major issue so budget allocation to traditional media can be decreased to 69%
• Initially, ROI might not be the appropriate measure as need is to overcome the threat of Home depot so increase in awareness levels could be a better yardstick
Media Channels
Traditional Cost (in $)%age contribution to
budget CPM values
TV 450000 57 37.5
Print 69230 9 not available
In store 50000 6 2
Total 569230 72 39.5
Digital
SEO 50000 6 100
Website 50000 6 125
E mails 20000 3 200
Social Media 75000 10 75
Total 195000 25
Direct Mail 25000 3 250
Grand Total 789230