Digital Marketing Strategy: How can we leverage digital to increase sales and increase brand awareness of Boomerang?

1. Boomerang
Presenters:
Busola, Marija and Seif

2. Who buys this
product?
Gmail Users Business Professionals “Techies”
Players Digital Strategy Owned Media Paid Media Earned Media
Boomerang SEO- Keyword
Link-building
Content development
Website
App store
Social Media
None found Links from articles-newspaper
RightInbox competitive prices, attractive
website, relatively high user
awareness,
Website
Blog
Twitter
Facebook Page
online coupons Social Media (twitter, facebook), Articles and
Links on Online News/ Magazine sites (pc
world, cnet, cnn money), Online Bulliten
boards (reddit
Streak CRM Startup
Directed towards businesses
Ease of use highlighted
Website
Blog
iOS and Android App
None found Landing page with icons of magazine articles
- Links from articles to website.
SideKick SEO - Keywords
Content development
Link-building
Website
Blog
Guides
Social Media
None Found Landing page with icons of
magazine/newspaper articles
Reviews
LetterMeLater SEO-Keywords-
Link-Building
Website
Forum
None found Reviews

3. INSIGHTS
Boomerang may want to expand its product
definition to provide Productivity and Organization
Solutions rather than just Email Management
To increase sales, boomerang gmail may want to
concentrate more on Promoting the Paid Features.
Boomerang may need to focus more on B2B clients as
they could be potential customers for their high-prices
‘Premium pack’
Improve SEO campaign promoting all features of
Boomerang and not only scheduling emails
Improve the paid media campaign of Boomerang
1. BUSINESSES/
ORGANIZATIONS
2. COLLEGE STUDENTS
TARGET
SEGMENTS

4. SEO PPC DISPLAY REMARKETING SOCIAL EMAIL-
MARKETING
BLOGGERS Website Mobile
Site
Awareness Contextual
Blast
Campaign
Consideration KW such as
Business emails,
scheduling,
efficiency.
Content
Development
Adwords; on
products
Banners for
application
on business
based
newspapers
Banner with content Social media ads
and videos on
facebook,
youtube, twitter
on features
Blogs on business
productivity.
Enhancing
communication,
organization, etc
Adapting the
landing page
for businesses
with a more
detailed
description
Simple
videos on
product
Preference Content
development for
product
information
Banners promoting
features of product,
pricing options, trials,
coupons
Blog with reviews
and comparisons
Highlighting
the features of
the product
Product
information
and features
Purchase Content
Development
using pricing
Adwords on
plans and
pricing
options
Showing the different
payment schemes
(premium, professional
etc.) in ads
Highlighting
features through
FB videos +
twitter, instagram
Different
packages
Loyalty Content
development with
after sale
information
Community
building targeting
different
organizations and
businesses
Sending Emails
promoting tricks on
how to use product
better
“How to”
support page
with easier
access,
creating a new
tab
Blog on
website on
FAQ
BUSINESSES AND ORGANIZATIONS

5. TARGET - BUSINESSES/ ORGANIZATIONS:
Boomerang Gmail is useful for
SMEs - Make them Aware
about the potential benefits
that can be gained from
Boomerang.
Alexa* shows that we are
popular mainly in North
America ( 40%) - expand base
in other parts of the world.
Thus, we suggest increasing
contextual display ads in
Europe and Asia.
We suggest incorporating a
better designed layout for
the website, which would
educate the potential
customers (in consideration
stage) about ALL the ways in
which Boomerang can
increase the productivity of
the clients in a simple and
clear manner.
According to Alexa*,
visitors spend 1 min 30
sec on average on the
website. In order to
increase the purchase
intention, we suggest
developing content and
keeping it interesting
enough for them.
Mindful keyword
research is
another key
component of our
strategy for both,
SEO and PPC,
especially in the
middle stages of
the purchase
funnel.
For our existing customers,
we suggest inserting more
informative videos on
website to further educate
them about creative ways in
which Boomerang can
increase the productivity of
the clients. This would help
us in the loyalty stage to
improve the consumer
experience and convince
them to upgrade the category
*Web Analytics website: http://www.alexa.com/siteinfo/http%3A%2F%2Fwww.boomeranggmail.com

6. SEO PPC DISPLAY REMARKETING SOCIAL EMAIL-
MARKETING
BLOGGERS Website Mobile
Site
Awareness Targeting
University
websites
Consideration Key Words:
Send
assignments
Productivity
Organize
Emails
Facebook ads, Youtube
pre roll ads related to
college students
interests
Contact
technology
bloggers, as well
as blogs such as
buzzfeed, etc.
Easy
website
structure for
students
Simple
videos on
product
Preference Key words;
Send Email
Later
Set
assignment
reminders
On blogs related to
productivity, scheduling
and organizing emails
Facebook ads Show why
Boomerang is
better than
competitors, in
relation to student
Easy
website
structure for
students
Product
information
and features
Purchase Content
development
Adwords on
student
promotions
On blogs related to
productivity, scheduling
and organizing emails
+ Apps that help you at
university
Promotion codes on
different social media
platforms
Showing
easy
download
process
Different
packages
Loyalty How to
articles
Create a community
around productivity and
organization
Follow up emails
with people who
download. Expose
them to premium
accounts
Easy access
to owned
blog on the
website
Blog on
website on
FAQ
COLLEGE STUDENTS

7. Target group that can use the
product not only as a tool for
emails but also as a productivity
tool.
Set agreements with universities
and business schools and offer
them discounts. This way, they
will promote Boomerang as
something useful and students
will get used to using it. Results,
once they are done with their
studies, continue using it and
passing it from this category to
another.
DIFFERENCE IN STRATEGY -
B2B (BUSINESS/ ORGANISATIONS) AND B2C (COLLEGE STUDENT)
Higher focus on this segment
since this segment could
increase revenues by
purchasing the higher-priced
packs (Pro and Premium).
If the product becomes a part of
the business, there could be
higher retention amongst the
clients in this segment.
B2B (BUSINESS/ ORGANISATIONS) B2C (COLLEGE STUDENTS)
For purpose of reaching both categories we decided to start a blog
where we would be able to share useful content
We realized that the needs of two segments are different so we decided to approach them differently.