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Cost Plus World Market Digital Marketing Strategy - ADV892
- 2. Increasing brand awareness Generating leads Increasing revenue Goals
- 3. Target
- 4. Website Categorize inspiring images depending on persona Account & Membership program Eye-catching design Add CTA
- 5. Blog Offer Valuable Information World Recipe World Tour
- 6. Social Media & Email Increase visibility Inspiring photos Generate more traffic to the website
- 7. Pay Per Click Increase awareness of periodical sale
- 8. Budget Digital Marketing Budget per Month: $224K Cost per Hour: $250 Google AdWords: $45,600
- 9. KPI Set KPIs based on the three goals Monitor KPIs in Google Analytics and Hootsuite
Notes de l'éditeur
- World Market is a retailer that offers a wide variety of imported products from over 50 countries around the world. It currently has 259 stores in 30 states across the U.S..
- The main goals of the strategy are increasing brand awareness, generating leads, and increasing revenue.
- Currently, 85% of World Market’s customers are women. The main target is women ages between 25 and 55 who are cost conscious customers and have interests in ethnic products. Average house hold is over $45,000. This target can be categorized into four segments depending on persona. 1. Young career women (age: 25-35) This segment of women have certain amount of income that they can freely use. 2. Women who have married but don’t have a child (age: 27-35) Women of newlywed tend to choose products that can be used not only for themselves but with their husbands. 3. Women who have a child/children ages 6-18 (age: 34-48) Women who have a child/children consider purchasing products that they can spend time with a child/children. 4. Women who have a lot of their own time (age: 48-55) Women whose children were independent have more time and money for their own. They tend to purchase products for themselves or for them and their husbands but the cost they spend tends to be higher than generation 1 and 2.
- Create categories for the inspiring information that are organized by viewers’ persona. By introducing the categories, consumers can easily search the room models, fashion coordination, or any other situation that are exactly applied to each persona’s preference. Each inspiring page has links to product detail pages or related blog posts if applicable. Make a link for the account setting and the World Market explorer rewards program more eye-catching and add CTA (e.g. Join us and get exclusive coupons) for registration. This could lead to increase leads.
- World Tour First series is about the town information of various countries. If people know more about the foreign cultures, customs, people, products, or other valuable information, they will have more affinity to the countries and the affinity will lead to consumers’ interest in World Market’s products. The blog basically introduces information of town where World Market’s products are created, fashion, food, people’s life, home, or any other trends. Each country’s information will be introduced four times for a month, which has an effect to let viewers come back to the blog if they like the series. The key aspect is to use photos or a video so that viewers can imagine the atmosphere of each location easily. World Recipe World Market sells thousands of various countries’ food, seasonings, wine etc but people may not know how to cook other countries’ foods. This blog will help people to cook international cuisines. Also, a little story that is related to each recipe is given. Recipes feature World Market’s food and drink products, and also its dinnerware and drinkware are used. We will categorize the recipes depending on countries and events/situations so that viewers can sort the recipes by their preferences. The goal of this series is creating one-stop website that provides information about both international food/drink products and recipes.
- Keys -Increase visibility (social media) -Inspiring photos (mainly social media) -Generate more visitors (social media), change visitors to leads(obtain email address), increase customers (valuable email), and delight customers(valuable email)
- A/B test, CTA Assumption -Average earning per click: $150 -Conversion rate: 1%
- Digital Marketing Budget per Month: $224K Total Digital Marketing Hour per Month: 713.8h Cost per Hour: $250 Google AdWords: $45,600
- Increase awareness -Site traffic, Email open rate, Likes, Shares, Comments Generate leads -Cost per leads by source, Traffic to lead ratio, Bounce Rate, Time Spent Increase revenue -Lead to customer ratio , Digital marketing ROI, Sales ratio from digital marketing