Colgate Digital Strategy
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Colgate is a leader in oral health care products and with this digital strategy, Colgate will continue its success and be a force to compete with. Colgate has a very positive reputation online- with their detailed responses to consumers. Their website is very user-friendly and easy to navigate. The website is replicated successfully on a mobile electronic device - keeping crucial consistency. This digital strategy will take what Colgate has and make it that much better.
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Colgate Digital Strategy
- 1. Colgate Digital Strategy: For Continuing Success
- 2. Target Audience & Key Messages: Quality Products
- 3. Target Audience & Key Messages: Oral Care Center
- 4. Target Audience & Key Messages: Bright Smiles, Bright Futures
- 5. Big Idea: Let our loyal customers help us. ● How? Use social media. Have our loyal customers post why they love Colgate through a #ColgateAlways online campaign. Customers will be encouraged to share why they love Colgate with #ColgateAlways on Facebook and Twitter (the best posts will include pictures of them along with Colgate products) Colgate will make a collage of these for their website and share individual posts on social media
- 6. Focus on Consumer Interaction: This campaign will want to get the best of the best reviews to share Their previous track record of great customer response will be a huge advantage It is important to keep the positive impact of Colgate’s social media channels intact as #ColgateAlways is introduced Inform that Colgate wants to know why Colgate is special to YOU (the consumer)
- 7. Tools & Tactics to Reach Success: 1.Colgate’s Mobile Strategy 2.Responsive, Consistent Website 3.Minor improvement to website font display 4.Add About Us section
- 8. KPIs, Metrics & Measuring Success: ❖ Website Effectiveness (tracking & click through rates) ➢ Product search by type or by product line ❖ Reach ➢ track social media posts with profits & provide a look into audience growth rate ❖ Engagement ➢ insight to when customers are viewing Colgate’s social media pages, leads to more effective timing of posts Especially important for #ColgateAlways campaign- tracking click through rates from social media platforms to the website
- 9. Budget: ❏ $100,000 Budget ❏ $45,000 - search engine marketing ❏ $35,000 - display advertising ❏ $15,000 - social media marketing ❏ $5,000 - email marketing
- 10. Summary: ● Add “About us” section to website & Font Adjustments ● Improved Email Marketing Strategy ● #ColagateAlways - spreading the love of colgate products to allow the brand to promote itself
Notes de l'éditeur
- Colgate is a leader in oral health care products and with this digital strategy, Colgate will continue its success and be a force to compete with. Colgate has a very positive reputation online- with their detailed responses to consumers. Their website is very user-friendly and easy to navigate. The website is replicated successfully on a mobile electronic device - keeping crucial consistency. This digital strategy will take what Colgate has and make it that much better.
- Introduction: The key messages Colgate communicates online focus on the product benefits of using Colgate, how Colgate can help you through their Oral Care Center, and Colgate’s “Bright Smiles, Bright Futures” which is a children's oral health initiative. Colgate communicates their brand's quality by emphasizing, “When a single smile brings so much joy, it is worth protecting with Colgate.” You can view their oral care products by type or by line, allowing the consumer to explore product types or explore the line of products, which is created for their specific needs.
- Colgate states, “Because your family looks to you, you can look to the experts” displaying the “trusted” advice you can receive from Colgate’s Oral Care Center. This is targeted toward mothers or fathers who are responsible for children and their children’s health. The Oral Care Center has a search bar in which the user can type in their question to receive find answers on how to improve their smile.
- The Bright Futures, Bright Smiles initiative tells how “care and education bring healthy smiles to millions of children in 80 countries.” This initiative provides free dental screenings and education to children in need. Colgate’s messaging becomes hopeful and powerful regarding this initiative, with their success providing basic dental care and education to children in need. Here they are targeting parents (to put an important emphasis on dental care for their children, for kids (as Colgate aims to educate them on dental care), teachers (to bring learning about healthy brushing habits into the classroom), and dental professionals (to promote healthy habits among patients and their families). Conclusion: Overall, these three messages are very unique in what they stand for. However, when combined together under the Colgate brand, they make perfect sense to have as messages for Colgate and are the primary focus for our target audience messaging. By separating these three aspects of Colgate, it makes the brand easier to learn about, ask about, and get involved with. It also makes it easy for the viewer to understand what aspect a certain post relates to.
- Colgate already has a loyal consumer base. We can use this loyal consumer base to get prospective users to switch to us. So, in other words, let our loyal customers help us. Have them reflect why they love Colgate through a #ColgateAlways online campaign. Colgate has very frequent conversations with their consumers. Facebook and Twitter is used to provide quick responses to consumers’ concerns, questions, and complaints. Colgate is very good at providing quick responses to consumers that address their comments and tell them who to contact along with providing a either a link of phone number to call.
- Colgate prides itself on being one of the top oral care brands there are, and to reflect this, they take their consumers responses, complaints and concerns very carefully. This can be used to Colgate’s advantage to encourage customers to interact with us during the #ColgateAlways campaign. It will be key to keep the positive impact of Colgate's social media channels intact as a #ColgateAlways campaign is introduced. We still want to be responsive and interactive. We will engage with all different users that share why Colgate is special to them. It will be key to further promote the positive interaction we receive.
- 1 & 2) Lets start with Colgate's Mobile Strategy. Colgate’s website from a smartphone is extremely easy to use and view. The home screen slides through the three categories, with red boxes to click on to go back to or stop at one. Colgate does an extremely good job at following standard website conventions. The web properties, when viewed from a smartphone, are consistent with what is displayed on their website from a laptop or computer. Colgate’s website is very straightforward, moving through their three aspects they aim to show their consumers: their quality products, their oral care center, and their Bright Smiles, Bright Futures initiative. The categories come up with the properties viewable and consistent format-wise. It is easy to move to different pages and there is a search bar in the top right corner along with the menu that drops down to a list containing tabs to the Oral Care Center, Oral Care Products, Special Offers and Colgate’s Bright Smiles, Bright Futures pages. The site is very responsive, there have been no issues clicking through to pages or clicking on broken links. The website is mobile friendly, providing an exact replica of the online site. It allows you to scroll using a touch screen without any issues. 3) One thing that could be improved is the small font saying which each of the moving three screens are. It is hard to tell which each is for exactly, as they are formatted the same but each says either Colgate Quality Products, Colgate Oral Care Center, or Colgate Bright Smiles, Bright Futures in white font surrounded by a red arrow below the main quote of that page. 4) It would be much more effective to have the title of the page at the top, above the quote of the click through page for each category. Also, the website is missing another crucial thing: an about us section. This needs to be added immediately. There isn’t a summary of Colgate as a company or even a mission statement. This needs to be added immediately. Conclusion: Just like on the internet web page, the #ColgateAlways button will have a spot on each page, regardless of what page of the website you are viewing. This button will link to the #ColgateAlways webpage that displays the collage of pictures and quoted reviews, making the mobile website consistent with the internet website.
- The Colgate website allows users to search their products by type or by product line. Each product has a description on what it does for the user and what it prevents - making it easy for the user to find what they need. So in congruence with sales, they have a wonderful Oral Care Center that provides quick answers and help to consumers with questions, concerns or complaints. Colgate also focuses on awareness, specifically of their Bright Smiles, Bright Futures initiative. Colgate can measure how effective the website is at accomplishing their goals by tracking website involvement and click through rates to each of their pages. In addition to Colgate’s Key Performance Indicators, I would recommend Colgate monitors reach and engagement on their social media platforms, specifically Facebook. Reach can be used to track social media product posts with profits and it can also provide a look into the audience growth rate over time for Colgate’s Facebook page. Engagement on social media can give special insights to when consumers are viewing Colgate’s social media channels and can lead Colgate to posting at the most viewed times to increase engagement. Click-through-rates would also be key to measure. This would show how effective our online and social media advertising is at driving traffic to the Colgate website. The company can judge success by having high engagement and reach along with a consistent increase in click-through-rates over the length of the #ColgateAlways online campaign.
- I found information for Colgate’s budget based on “How Much Should You Budget For Marketing in 2016?” by webstratigies.com. This article placed emphasis on allocating money based on online, interactive channels which is exactly what Colgate is looking for. With growing trends in online marketing, it is important that the majority of Colgate’s budget is allocated to online marketing. With an estimated $100,000 budget, $45,000 should be put toward search engine marketing to optimize driving more qualified traffic to Colgate’s website. $35,000 should be allocated to display advertising so that there can be a lot of banner ads and online videos displaying on specific web pages we choose to target. $15,000 toward social media marketing will lead to Colgate’s prevalence online even farther, creating a more uniform, information-filled social media presence. The last $5,000 of the budget will be for email marketing. Colgate can improve upon its email marketing. Currently, it is sporadic and inconsistent so with a greater budget and implemented email marketing plan, Colgate will be able to capture the attention of it’s email list recipients for greater results.
- Overall, with a few minor but majorly impactful website adjustments such as adding a powerful "about us section" along with making page titles more attention grabbing by changing them from the current red arrow with white font will improve Colgate's online presence. An improved email marketing strategy that aims to be more effective at providing consumers with special deals that grab their attention will lead to further success. The big idea behind Colgate's future in digital marketing focuses strongly on implimenting a #ColgateAlways online campaign. This will involve loyal Colgate customers by encouraging them to share a post via social media (Facebook and/or Twitter) about why they love their Colgate products, or Colgate in general. The website can then implement a #ColgateAlways button and landing page that displays a collage of all the customers' posts. It will be a positive campaign that spreads the love Colgate's users have for the brand. The brand will be promoting itself through consumer's positive feedback and the word will spread as consumers' show their friends and family via social media their #ColgateAlways post.