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Shell Digital Marketing Strategy

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Shell Digital Marketing Strategy

  1. 1. Shell Technology. Innovation. Crude Oil. Natural Gas. Digital Marketing Strategy Samantha Flynn
  2. 2. Challenges Goals  Disloyal Customers  Increase Customer Loyalty  Lack on B2C Communication  Improve B2C Communication  Competitive Industry  Meet Global Demand  Economy Driven Market  Deliver Sustainable Growth  Technological Advances  Increase Visibility On The Web  Electric And Hybrid Cars  Keep Up With Technological Advancements
  3. 3. Campaign Theme  Friendly  Innovation  Interactive  Technology Target Audience  Men And Women  Household Income: $30,000+  16 Years Old And Up  Full-Time Student  Middle To Upper Class  High School Education And Above  Urban and Rural  Part/Full-Time Employment  Legal Drivers License  Has An Automobile
  4. 4. Social Media  Sites:  Facebook  Twitter  YouTube  Shell Channel  Foursquare  No Additional Sites (Company Site Only)  Brand Image And Consistence  Similar Appearance
  5. 5. Internet Marketing  Google AdWords  Social Bookmarking  Keywords:  Shell, Shell Gas, Shell Gasoline, Shell Gas Station, Shell Oil, Gas, Gasoline, Gas Station  Increase SEO, Click-Through-Rate, Visibility  Banner  Toyota, General Motors, Volkswagen, Ford, Honda
  6. 6. Mobile  Station Locator  Station Prices  Reward Points  Miles Per Gallon  Smartphone Application  QR Code At Every Pump And Print Ads
  7. 7. Blogging  Internally  Employee Comments  Company News  Externally  Videos  Customer Reviews  Press Releases
  8. 8. Campaign Evaluation  Tools  Google Analytics  Free  Unique Codes  Measures (Before And After Campaign)  Traffic  Progress And Efficiency  Company Growth  Customer Sales
  9. 9. Budget  Estimated $515,000 a year. Fund Allocation  Social Media  Blogging  $25,000  $5,000  Internet Marketing  YouTube  $270,000  $15,000  Mobile  $200,000
  10. 10. Timeline  Advertisements Will Increase During:  Summer  Holidays  Poor Economy  Social Media, Blog  Daily Basis  Mobile  Monthly  Mobile  Quarterly

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