The Importance of Acquisition, Conversion, and Retention Tools in Digital Campaigns

To Sales Director at Playrite From Marketing Manager at Playrite Subject Investigation into opportunities for using digital market melt putzs to help build new and existing business Date 30th November 2012 Contents The importance of acquisition, conversion and retention tools in digital campaigns3 Different types of digital marketing campaign tools4 Acquiring new customers4 Converting Sales5 Retaining Customers6 Search Engine Marketing for Acquisition7 Web situate for Conversion7 Email for Retention8 Appendix9 11 Background to Nearlygrass9 1 Evaluation and measurement of up-to-the-minute Nearlygrass website11 31 Statistics12 Statement16 Bibliography14 The importance of acquisition, conversion and retention tools in digital campaigns Acquisition, conversion and retention tools are incredibly important in digital campaigns and modify businesses to acquire prospective customers, convert to sales and retain for future purchases. Digital marketing tools support marketing activities a imed at achieving profitable acquisition and retention of customers throughout their lifecycle (Dave Chaffey 2012 Online).When digital tools such as email marketing are integrated with to a greater extent traditional media such as direct mail they form the home of successful marketing campaigns. Although we are afoot(predicate)ly in a recession, the contribution of the profits to the economy is growing and will continue to grow at more than 10% annually for the next five years. By 2016 the reach is estimated to top $4. 2 trillion (Economist 2012 Online). 80% of households in the UK now have access to the internet with 83% of those adults aged 24-44 years old using the internet daily which is an increase of 21% since 2006 (Office for National Statistics 2012 Online) see fig 3. and 3. 3. If Nearlygrass wants to increase awareness of their harvest-feast range then digital marketing is essential to develop a more interactive and amiable transactionhip with customers. The internet has made public relations public again, after years of almost exclusive focus on media. Blogs, online video, news releases, and other form of Web content let organisations communicate in a flash with buyers (Scott, pg 11, 2010). With a business-to-consumer website like www. nearlygrass. co. k its important to acquire individuals who are web savvy, convert them once they are on the website and retain or expire a recommendation for the Nearlygrass range to friends and communicate near our products and service online. Different types of digital marketing campaign tools Acquiring new customers What? How? Pros Cons Search engine marketing * SEO to optimise www. nearlygrass. co. uk * PPC campaign to drive traffic. * If the current website dismiss be edited in house, SEO is quick and low cost * Continually improve www. nearlygrass. o. uk by adding new, engaging content * PPC campaigns are fast to effectuate up, amend and can be managed in house to budget. * If not edited in house, costly and time devour to change * Some PPC terms are costly * PPC is time consuming, requiring constant research. Email * Sending out cold email marketing campaigns * Include expatiate of new content and news. * Promotes products and drive traffic * Increase engagement and stickiness * Convert into more sample orders/enquiries and sales * Easy to personalise (Chaffey, pg 550, 2009). * Difficult to buy look list, emails could be classed as spam * Costly to send HTML emails, unless use free service like Mail Chimp. Online PR * Publish press releases on relevant websites. * Grow brand and product awareness alongside USP * Drive traffic to the website by speaking directly to customers, unfiltered by the media (Scott, pg 86, 2010). * Lots of competitors in current marketplace doing similar things * Time consuming * Costly. Converting Sales What? How? Pros Cons Website * Keep information relevant * Improve sample ordering processes * Clearer calls to actions. * Offer better u ser interpret * Increase conversions. * Costly to change website, especially with database and CMS Copywriting and presentation * Create easy to understand DIY PDFs * Create different pages for target audience * Use Google Analytics to realize questions searchers are using to get to the site and answer in weekly blog posts. * Helpful information is more likely to be shared across the internet on social channels like Twitter (Mashable 2008 Online) * Nearlygrass seen as experts in their industry. * Need support from individuals inside organisation * Uploading information is costly if the website cant be edited in house. * Requires time and know-how. Customer support * Live chat facility during office hours to answer questions. * Relatively cheap to set up * Trace and track users * Prompt conversations * Encourages engagement and enhance users experience. * Requires resources to run and control * Only useful during surviveing hours and needs those with expert knowledge to con trol and manage. Retaining Customers What? How? Pros ConsCustomer service * Feedback questionnaires * SMS to alert when delivery is on way * Order confirmation emails. * Receive valuable customer feedback * Providing better services through mobile marketing. * Difficulty getting emails and mobile numbers * Need resources to send and process responses. Email * Sending post sale emails with information about installation, maintenance and add-on products. * Email customers whose surfaces are near replacement. * Increase user experience by offering helpful advice * Up-sell products * Recommend an installer in their area * overprotect repeat custom. * Could be duplicating information * Need to collect emails during sales process * Need resources to manage. Referrals * Recommend to a friend * Tweet/upload images to Facebook to be entered into horn in draw. * Previous customers promote Nearlygrass range * Increase social reach * Engage with new customers through previous custome rs * Relies heavily on customers and getting them to upload/ have images * Difficult to get convince management into investing in social media (Scott, pg 267, 2010). Search Engine Marketing for AcquisitionSearch engine marketing is the most important tool for acquiring new customers as it is the most cost effective method for driving traffic to a website. Improvements are needed for www. nearlygrass. co. uk to be found by prospective customers through search engine marketing. If a website isnt listed in the first few search results, that business is out of the customers term set and has no chance to make that sale to that customer. Your customers must first find you to learn about your products (Moran & Hunt, pg 20, 2008). Looking at the top ten key articulates www. earlygrass. co. uk appears with a ranking 100 grass artificial 1 60500 100 what is artificial grass 1 60500 100 grass artificial grass 1 60500 100 artificial lawns 1 49500 100 synthetic lawns 1 49500 100 astro turf 0. 8 49500 100 grass synthetic grass 1 49500 100 grass synthetic 1 49500 100 synthetic grass 1 49500 100 24 PPC advert example Artificial Grass www. nearlygrass. co. uk/samples UK made. No Watering, No Mowing, No Hassle Get your Free Samples. 25 Ranking from Open lay Explorer As you can see the current website gets a low rating in terms of domain and page authority Also the site only has 3 linking root domains. This can be tracked during the project to see what affect the acquisition tools are having on the trust of the site. 26 Top competitor sites * www. asgoodasgrass. co. uk * www. evergreenuk. om * www. lazylawn. co. uk * www. easigrass. com 31 Statistics 32 Households with Internet Access, 1998 to 2012 Households with Internet Access, 1998 to 2012 Year Per cent 1998 9 1999 13 2000 25 2001 36 2002 42 2003 46 2004 49 2005 55 2006 57 2007 61 2008 65 2009 70 2010 73 2011 77 2012 80 33 Adults who used a figurer in the last three months, by frequency of use and age group, 2006 and 20 12 Daily Weekly Monthly Between 1 3 months 2006 2012 2006 2012 2006 2012 2006 2012 16-24 63 82 15 12 7 2 3 - 5-44 62 83 16 10 4 2 2 1 45-54 56 71 13 14 5 2 3 1 55-64 36 63 17 13 5 2 3 2 65 + 9 29 8 11 3 4 3 3 All 45 67 14 12 5 2 3 1 Base Adults (aged 16+) in Great Britain Data too small to display Bibliography Chaffey, Dave 2012 Digital marketing definition http//www. davechaffey. com/Internet-Marketing/C1-Introduction/E-marketing-Internet-markeitng-%20definition Online Accessed 19th kinsfolk 2012Chaffey, Ellis-Chadwick, Mayer, Johnston (2009) Internet Marketing Strategy, Implementation and Practice Pearson Education Limited Essex Economist 2012 How much does the internet contribute to the economies of G20 countries? http//www. economist. com/blogs/graphicdetail/2012/04/daily-chart-2 Online Assessed 18th September 2012 Evans, Sarah 2008 HOW TO Build Community on Twitter http//mashable. com/2008/11/10/twitter-community/ Onlin e Accessed 23rd November 2012 Moran and Hunt (2008) Search Engine Marketing, Inc. IBM Press USA Office for National Statistics 2012 Internet Access Households and Individuals http//www. ns. gov. uk/ons/publications/re-reference-tables. html? variant=tcm%3A77-270031 Online Assessed 18th September 2012 Peck, Dave (2011) Think Before You Engage 100 Questions to Ask Before Starting a Social Media Marketing Campaign Wiley USA Schachinger, Kristine 2012 How to compose Title Tags For Search Engine Optimization http//searchenginewatch. com/article/2154469/How-to-Write-Title-Tags-For-Search-Engine-Optimization Online Accessed 23rd November 2012 Scott, David Meerman (2010) The New Rules of Marketing & PR John Wiley & Sons New Jersey StatementI confirm that in forwarding this assessment for marketing, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment/project is the result of my own independent work/investigation e xcept where otherwise stated. Other sources are acknowledged in the body of the text and/or a bibliography is appended. The work that I have submitted has not previously been accepted in substance for any other award and is not concurrently submitted in candidature for any other award. Total word count 1,315/1,200